Download Consumer Behavior: Understanding the Purchase Decision Process and Post-Purchase Behavior and more Study notes Principles of Marketing in PDF only on Docsity! Chapter 4 Outline—Understanding Consumer Behavior Consumer Purchase Decision Process 1. Problem Recognition: don’t solve a problem when there is no problem! Always done when making a pruchase. Desire/want recognition. Observe a need/want for certain product, then recognize need for purchase Marketers job is to create a need or want for a product or solve a problem that doesn’t exist 2. Information Search: internal and external Internal: always done, scanning memory for information on what is needed and what brand or product you need/want. External: research via outside sources, internet search, reviews, etc… doesn’t happen all the time for every product. Usually the products we search are high investment 3. Alternative Evaluation: product ladder/evoked set Product ladder: 3-5 choices for consideration of your favorite brand. What you don’t evaluate you don’t buy 4. Purchase Decision 5. Postpurchase Behavior Evaluating the purchase after use. Did you buy the right thing? Was it the right product? Do you feel guilty for buying it? More expensive products have more post purchase evaluation Marketers must think about consumer thought of post purchase behavior. Are people feeling remorse for my product? What can I do to negate this? o Easiest thing to do is not to oversell product and create too high expectations o Having difficult return policy o Could use advertising Consumer Involvement: High/low High: When important purchases occur. Typically high involvement. Usually expensive or long term purchases or risky purchases. High= Cognition+Attitude+Behavior Low= Cognition+Behavior+Attitude o Difference is you evaluate more before you buy in high involvement and evaluate less before purchase in low involvement 1. Extended Take time to purchase, high involvement 2. Limited Usually buy same brands but may take some time to try something new 3. Routine Always buy same brands over and over without thinking, usually low cost frequent purchase. Low involvement Psychological Influences 1. Motivation—Maslow’s Hierarchy of Needs Lower level needs, marketers don’t worry about these in terms of stressing advertising o Physiological need- water food safety o Higher level of safety Higher level needs marketers advertise towards these o Social o Esteem needs o Self-actualization Be all that you can be 2. Personality Does influence what you purchase but it is hard to prove this. Not a great predictor. 3. Learning: Pavlov and his dog (classical conditioning) Every time a stimulus is introduces to a person, it conditions them to want/think/desire something that is associated with that stimulus. Some things don’t need conditioning but you can condition, in Pavlov’s theory every time the bell rang the dog would eat. Take something known and pair it with something unknown Brands are the stimulus, thoughts of what the brand means is the conditioned repsonse o Ex. Nike stimulus makes people think of top of the line athletic wear
