Chapter 6: Consumer behavior. After reading this chapter, you should be able to: Articulate the steps in the consumer buying process, describe the difference between functional and psychological needs, describe factors that affect information search, discuss postpurchase outcomes, list the factors that affect the consumer decision process, describe how involvement influences the consumer decision process. | consumer behavior six Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 6-1 Articulate the steps in the consumer buying process. LO 6-2 Describe the difference between functional and psychological needs. LO 6-3 Describe factors that affect information search. LO 6-4 Discuss postpurchase outcomes. LO 6-5 List the factors that affect the consumer decision process. LO 6-6 Describe how involvement influences the consumer decision process. 2 The Consumer Decision Process Need Recognition Functional needs Psychological needs Royalty-Free/CORBIS ©Digital Vision/PunchStock 3 The Consumer Decision Process Search for Information Courtesy of . 4 Factors Affecting Consumers’ Search Process Perceived Benefits Perceived Costs 5 The Locus of Control Internal Locus of Control = more search activities External Locus of Control = Fate, external factors . | consumer behavior six Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 6-1 Articulate the steps in the consumer buying process. LO 6-2 Describe the difference between functional and psychological needs. LO 6-3 Describe factors that affect information search. LO 6-4 Discuss postpurchase outcomes. LO 6-5 List the factors that affect the consumer decision process. LO 6-6 Describe how involvement influences the consumer decision process. 2 The Consumer Decision Process Need Recognition Functional needs Psychological needs Royalty-Free/CORBIS ©Digital Vision/PunchStock 3 The Consumer Decision Process Search for Information Courtesy of . 4 Factors Affecting Consumers’ Search Process Perceived Benefits Perceived Costs 5 The Locus of Control Internal Locus of Control = more search activities External Locus of Control = Fate, external factors Royalty-Free/CORBIS ©Comstock/JupiterImages 6 Actual or Perceived Risk The Consumer Decision Process Evaluation of Alternatives: Attribute Sets 8 The Consumer Decision Process Evaluation of Alternatives: Evaluate Criteria What are some of the features of a vacation that would be in your evaluative criteria? Digital Vision/Getty Images 9 The Consumer Decision Process Evaluation of Alternatives: Consumer Decision Rules Cheerios 10 8 6 8 Post 8 9 8 3 Kashi 6 8 10 5 If the consumer makes a decision using a compensatory decision rule, which cereal will they choose? If the consumer makes a decision based only on Natural or Organic claims, which cereal will they choose? All photos: ©M. Hruby. 10 The Consumer Decision Process Purchase and Consumption Handout/MCT/Newscom. 11 Post-purchase: 12 Name the five stages in the consumer decision process. What is the difference between a need and a want? Distinguish between functional and psychological needs. What are the various types of perceived
