978-1259709074 Chapter 6 Lecture Notes

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Chapter 6 – Consumer Behavior Marketing 6th

Chapter 6

Consumer Behavior

Tools for Instructors

Brief Chapter Outline

Learning Objectives

Extended Chapter Outline with Teaching Tips

Answers to End of Chapter Learning Aids

Chapter Case Study

Additional Teaching Tips

Connect Activities

Brief Chapter Outline

The Consumer Decision Process

Factors Influencing the Consumer Decision Process

Involvement and Consumer Buying Decisions

End of Chapter Learning Aids

Chapter Case Study: The Diet Battle—Weight Watchers, Jenny Craig, and Slim-Fast

Learning Objectives

LO 6-1 Articulate the steps in the consumer buying process.

The consumer buying process consists of five main steps: First, during need recognition, consumers

simply realize they have an unsatisfied need or want that they hope to address. Second, they begin to

search for information to determine how to satisfy that need. Third, during the alternative evaluation

stage, they assess the various options available to them to determine which the best is for their purposes.

Fourth, the purchase stage involves obtaining and using the product. Finally, consumers enter the

postpurchase stage, during which they determine whether they are satisfied or dissatisfied with their

choice.

LO 6-2 Describe the difference between functional and psychological needs.

Functional needs pertain to the performance of a product or service. Psychological needs pertain to the

personal gratification consumers associate with a product and/or service.

LO 6-3 Describe factors that affect information search.

The information search that people undertake varies depending on both external and internal factors.

Among the former, the type of product or service dictates whether people can make an easy, quick

decision or instead must undertake significant research to find the best purchase option. A person’s

perceptions of the benefits versus the costs of the search also determine how much effort they undertake.

These perceptions often relate closely to their perception of the risk involved in their purchase. Finally,

people’s locus of control, whether external or internal, strongly influences their information search actions.

LO 6-4 Discuss postpurchase outcomes.

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Chapter 6 – Consumer Behavior Marketing 6th

Marketers hope that after their purchase, consumers are satisfied and pleased with their purchase, which

can lead to customer loyalty, a positive postpurchase outcome. However, consumers also may suffer

postpurchase dissonance, or buyer’s remorse.

LO 6-5 List the factors that affect the consumer decision process.

The elements of the marketing mix (product, place, promotion, and price) have significant effects, of

course. In addition, social factors, such as family and culture, influence not only what a consumer buys

but also how a consumer goes about making a purchase decision. The psychological factors that

influence purchase decisions include motives, attitudes, perceptions, learning, and lifestyle. Finally, the

specific factors that mark the purchase situation, like the store setting or even the time of day, can alter

people’s decision process.

LO 6-6 Describe how involvement influences the consumer decision process.

More involved consumers, who are more interested or invested in the product or service they are

considering, tend to engage in extended problem solving. They gather lots of information, scrutinize it

carefully, and then make their decisions with caution, to minimize any risk they may confront. In contrast,

less involved consumers often engage in limited problem solving, undertake impulse purchases, or rely

on habit to make their purchase decisions.

Extended Chapter Outline with Teaching Tips

I. The Consumer Decision Process

A. Need Recognition

1. Functional Needs

2. Psychological Needs

B. Search for Information

1 Internal Search for Information

3. External Search for Information

4. Factors Affecting Consumers’ Search Processes

a. The Perceived Benefits versus Perceived Costs of Search

b. The Locus of Control

c. Actual or Perceived Risk

C. Evaluation of Alternatives

1 Attribute Sets

5. Consumer Decision Rules

a Compensatory

d. Noncompensatory

D. Purchase and Consumption

E. Postpurchase

1 Customer Satisfaction

6. Postpurchase Cognitive Dissonance

7. Customer Loyalty

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Chapter 6 – Consumer Behavior Marketing 6th

8. Undesirable Consumer Behavior

Progress Check: Several questions are offered for students to check their understanding of core

concepts.

1. Name the five stages in the consumer decision process.

2. What is the difference between a need and a want?

3. Distinguish between functional and psychological needs.

4. What are the various types of perceived risk?

5. What are the differences between compensatory and noncompensatory decision rules?

6. How do firms enhance postpurchase satisfaction and reduce cognitive dissonance?

II. Factors Influencing the Consumer Decision Process

A. Psychological Factors

1 Motives

2 Attitude

3 Perception

9. Learning

10. Lifestyle

B. Social Factors

1 Family

11. Reference Groups

12. Culture

C. Situational Factors

1 Purchase Situation

13. Shopping Situation

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Chapter 6 – Consumer Behavior Marketing 6th

a Store Atmosphere

e. Salespeople

f. Crowding

g. In-Store Demonstrations

h. Promotions

i. Packaging

14. Temporal State

Progress Check: Several questions are offered for students to check their understanding of core

concepts.

1. What are some examples of specific needs suggested by Maslow’s hierarchy of needs?

2. Which social factors likely have the most influence on (a) the purchase of a new outfit for a job

interview and (b) the choice of a college to attend?

3. List some of the tactics stores can use to influence consumers’ decision processes.

III. Involvement and Consumer Buying Decisions

A. Extended Problem Solving

B. Limited Problem Solving

Progress Check: Several questions are offered for students to check their understanding of core

concepts.

1. How do low- versus high-involvement consumers process the information in an advertisement?

Answer: A high-involvement consumer will scrutinize all the information provided (e.g., gas

2. What is the difference between extended versus limited problem solving?

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