1.1 LEARNING OBJECTIVES
LO 4-1 Understand the value of knowing the consumer.
LO 4-2 Consider the role of personal and psychological factors in consumer decision making.
LO 4-3 Appreciate the critical and complex role of cultural, situational, and social factors in a
consumer purchase decision.
LO 4-4 Understand the consumer decision-making process.
1.2 Chapter Outline
I. THE POWER OF THE CONSUMER
II. INTERNAL FORCES AFFECT CONSUMER CHOICES
Personal Characteristics
Life Cycle Stage (Age)
Occupation
Lifestyle
Gender Roles
Psychological Attributes
Motivation
Attitude
Perception
Learning
Personality
III. EXTERNAL FACTORS SHAPE CONSUMER CHOICES
Cultural Factors
Culture
Subculture
Values
Situational Factors
Physical Surroundings
Personal Circumstances
Time
Family
Social Class
Opinion Leaders
References Groups
IV. THE LEVEL OF INVOLVEMENT INFLUENCES THE
PROCESS
Decision Making with High Involvement
Decision Making with Limited Involvement
V. THE CONSUMER DECISION MAKING PROCESS
Problem Recognition
Search for Information
Evaluation of Alternatives
Product Choice Decision
Post Purchase Assessment
VI. SUMMARY