The document discusses factors that influence consumer buying behavior and the consumer decision-making process. It outlines that consumer behavior is shaped by cultural, social, personal, and psychological factors. It also describes the stages consumers go through in the buying process, including problem recognition, information search, evaluation, purchase, and post-purchase evaluation. Marketers need to understand these influences and stages to effectively market to consumers.

1. Chapter 6 Analyzing Consumer Markets and Buyer Behavior PowerPoint by Karen E. James Louisiana State University - Shreveport

2. Objectives Determine how cultural, social, personal, and psychological factors influence consumer buying behavior. Describe how the consumer makes a purchasing decision.

3. Consumer Behavior The field of Consumer Behavior : “studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.”

4. How and Why Consumers Buy Buying behavior is influenced by: Cultural factors Social factors Personal factors Psychological factors

5. How and Why Consumers Buy Influence Factors Cultural Social Personal Psychological Exert broadest and deepest influence Culture Subculture Social classes

6. How and Why Consumers Buy Upper Uppers Lower Uppers Upper Middles Middle Class Working Class Upper Lowers Major U.S. Social Classes Lower Lowers

7. How and Why Consumers Buy Influence Factors Cultural Social Personal Psychological Reference groups Membership Primary vs. secondary Aspirational vs. dissociative Family Social roles and statuses

8. How and Why Consumers Buy Influence Factors Cultural Social Personal Psychological Age Stage in life cycle Occupation Economic circumstances Lifestyle Personality Self-concept

9. How and Why Consumers Buy Actualizers Fulfilleds Achievers Experiencers Believers Strivers Makers Strugglers VALS 2 classifies U.S. adults into eight psychographic groups

10. How and Why Consumers Buy Influence Factors Cultural Social Personal Psychological Motivation Perception Learning Beliefs Attitudes

11. Consumer Buying Decision Process In addition to understanding how these factors influence consumers, marketers must identify and understand: Who makes the buying decision The types of buying decisions The stages in the buying process

12. Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Initiator Influencer Decider Buyer User

13. Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Complex buying behavior Dissonance-reducing buying behavior Habitual buying behavior Variety-seeking buying behavior

14. Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

15. Consumer Buying Decision Process Postpurchase Behavior: Consumers’ expectations are compared to performance Postpurchase satisfaction influences future behavior Purchasing behavior Word-of-mouth communications

16. Consumer Buying Decision Process Marketers should attempt to influence and monitor postpurchase behavior Postpurchase communications reduce dissonance, returns, and order cancellations Talk with customers to discover new uses for existing products Investigate methods of product disposal