Chapter 6:      Behavioural Dimensions of the Consumer Market

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.

A Model of Buyer Behaviour

Marketing Mixes

All Other Stimuli

Psychological Variables

Social Influence

Purchase Situation Purchase Reason Time Surroundings

Family Social Class Reference Groups Culture

Motivation Perception Learning Attitude Personality/Lifestyle

Person Making Decision

Problem-Solving Process

6­2

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.

Exhibit 6­1

Person Does or Does Not Purchase (Response)

The PSSP Hierarchy of Needs

Personal Needs

Social Needs

Safety Needs

Physiological Needs

6­3

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.

Exhibit 6­3

The Learning Process

Drive

Cues

Reinforcement

Response

6­4

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.

Lifestyle Dimensions

Activities Activities

Interests Interests

Opinions Opinions

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6­5

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.

Purchase Situation Influences

Purchase Reason Purchase Reason

Time Time

Surroundings Surroundings

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6­6

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.

The Consumer Problem-Solving Process

Marketing mixes All other

stimuli Social Influences

Purchase Situation

Psychological Variables Person making decision

Need-want Awareness

Routinized Response

Information Search

Set Criteria

Feedback of information as attitudes

Decide on Solution

Purchase Product

Postpone Decision

Post-purchase Evaluation

Response

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.

Exhibit 6­7 6­7

Levels of Problem Solving

High involvement Infrequently purchased Expensive High risk Much information desired Low involvement Frequently purchased Inexpensive Little risk Little information needed

Routinized Response Behaviour

Limited Problem Solving

Extensive Problem Solving

Low Involvement

High Involvement

Involvement Continuum

6­8

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.

The Adoption Process

Awareness

Interest

Evaluation

Trial

Decision

Confirmation

6­9

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.