MARKETING LESSON 4 Part 1: Consumer Behavior 3.

DISSATISFIED --- if the consumer is dissatisfied, he

will not only tend to avoid buying the same brand
The Consumer Purchase Decision Process product again and it will also be hard to convince him
1. Problem recognition to patronize the company’s other brands.
2. Consumer information processing Factors Affecting Consumer Buying Behavior.
3. Evaluation of alternatives
4. Purchase 1. Psychological variables
5. Post-purchase evaluation 2. Social influences
3. Purchase situation
Problem Recognition
THE PSYCHOLOGICAL INFLUENCES
 Occurs when there is a need that needs to be satisfied.
The buying behavior of the consumer is affected by
Consumer Information Processing psychological variable consisting of MOTIVATION,
The consumer properly seeks to conduct information PERCEPTION, LEARNING, ATTITUDES, and
search regarding products that will answer his needs. LIFESTYLES.
Two ways of conducting information search. Motivation --- motivation to buys happens as a result
1. INTERNAL SEARCH --- the consumer scans his of the drive stimulus which in turn, is the result of an
memory for experiences with products he thinks will unsatisfied need.
satisfy his need. Perception* --- one person’s need and attitude are
2. EXTERNAL SEARCH --- is an attempt to generate different from another person’s, because of this
information outside of the consumer’s personal difference, perception about any stimulus differ from
experiences person to person.
This is used for the following reasons: *Selective process of perception consist:
1. When the internal source of information is not
enough. 1. Selective exposure --- the consumers pays attention
2. When the risk of making the wrong decision is to information that conforms with his attitudes and
high beliefs
3. When the cost of gathering is low. 2. Selective attention --- the consumer pays attention to
External sources of information’s supportive information and avoid contradiction.
1. Friend and family 3. Selective comprehension --- the consumer interprets
2. Salesmen selected information to conform with his attitudes and
3. Telemarketing beliefs.
4. Trade shows 4. Selective retention --- the consumer remembers only
5. Advertising information that conforms with his attitudes and
6. Internet beliefs.
7. Packaging
Evaluation of alternatives- The list of alternatives developed
Learnings ---a change in behavior occurring as a
from the information search needs to be evaluated by the use
result of past experience.
of set criteria like price, functions, quality and the likes.
Purchase - After evaluating the alternatives, the consumer will Attitudes --- is a person’s feeling about something’s
have to decide what, where, and when to buy. like products, an advertisement, a salesman, a
company or an idea.

Post- Purchase evaluation Factors affecting attitudes**

Giving feedback takes place 1. Family influences
Whether or not the consumer will make a repeat 2. Peer group influences
purchase and endorse the product to another depends 3. Information
on the product satisfaction. 4. Experiences
Consumer Satisfaction Level 5. Personality

1. HIGHLY SATISFIED --- a customer who is highly Lifestyles --- one’s mode of living.
satisfied with his purchase is more likely to make a
repeat purchase. He is also inclined to endorse the THE SOCIAL INFLUENCES
product to others. Social influences on purchasing decisions could come
2. SOMEWHAT SATISFIED --- if the consumer is not from:
fully \satisfied, he is more likely to consider other 1. Personal influence
brands first before making a repeat purchase of the 2. Reference groups
product he first bought. Also, he will not be too 3. Family
enthusiastic about endorsing the product. 4. Social class
5. Culture
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 Personal influences – the views, opinions, and behavior of Temporal Effects - The time of the day the purchase is made
other persons oftentimes influences the purchasing decision of and the time available for shopping, may affect the purchasing
the consumers behavior of consumers.
Sources of personal influences Antecedent States - Like the consumer’s mood or the amount
of money he has in his pockets can affect the buying behavior.
1. OPINION-LEADERS --- are person believed to be experts in
their respective fields.
2. WORD-OF-MOUTH --- influences from the feedback of others
4.2 last
regarding a product.
Reference Groups --- these are groups of people that are Performance evaluation and feedback
looked upon by a concerned member when forming an attitude Evaluation Steps:
about a particular topic.
1. The buyer inspect the delivered product to
Family – consumer buying behavior is influenced by three
determine whether it meets the required
sources related to the family as a concern
specifications.
1. Consumer socialization --- refers to the process by which 2. The user will determine if the purchased product
consumers learn the nuances of purchasing preforms according to expectation.
 Consumers learn how to buy in two ways: 3. The buyer evaluates the supplier’s performance.
1. 1 Through interaction with other people. a. Promptness of delivery
1.2 Through their own personal experiences.
b. Product quality
2. Family life cycle --- involves the changes in the
c. After sales services
family’s purchasing behavior.
3. Family decision-making --- changes depending to the The purpose of the foregoing exercise is to
person who makes the decisions. provide necessary information in evaluating
proposals and selecting suppliers about similar
Social class --- refers to a group of people who have purchases in the future.
approximately equal position as viewed by others in the
society. ******What influences organizational Buyers?
Social classes: General Influences
1. UPPER CLASS --- people belonging to this class has 1. Economic --- such as price, product quality, and
the capacity to satisfy both their needs and wants at services.
the same time. 2. Personal --- such as favors, attention, and risk
2. MIDDLE CLASS --- people in this class have some
avoidance.
discretionary income which can be spent for needs
and wants. Specific Influences
3. LOWER CLASS --- people in this class will
predisposed to spending their limited income on basic 1. Environmental factors - Includes the economic
needs like food and clothing. situation, development in technology, politics,
and competition.
Culture --- the set of values, beliefs, attitudes and behavior
patterns shared by the members of the society and transmitted
2. Organization factors - Organization are different
to the next generation through socialization.
in terms of policies, organizational structures,
THE PURCHASE SITUATION procedures, systems and past experience. Even
The situational influences consist: if the marketer is able to convince the
1. Purchase tasks organizational buyer, factors like policies and
2. Social surroundings procedures may still hinder progress in the
3. Physical surroundings buying process.
4. Temporal effects
5. Antecedents
3. Interpersonal factors - Members of the
Purchase Task - Is derived from the reason why consumer is organizational buying center will have different
making a purchase and this affects buying behaviors. interest, authority, and persuasiveness.

Social Surroundings - Refers to situations of people present in 4. Individual factors - Each member of buying
the purchase area.
center has his own personal motivation,
preferences and perceptions.
Physical Surroundings - The physical appearance of the store
and the place where it is located can affect in the purchasing
behavior of consumers.

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