CHAPTER 7
Consumer Buying Behavior
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 121
Lecture Outline
IRM, p. 122
Discussion Starters
IRM, p. 130
Class Exercise
IRM, p. 132
Semester Project
IRM, p. 135
Answers to Developing Your Marketing Plan
IRM, p. 136
Answers to Discussion and Review Questions
IRM, p. 137
Comments on the Cases
IRM, p. 140
Video Case 7.1
IRM, p. 140
Case 7.2
IRM, p. 141
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Additional resources may be found on the accompanying student and instructor websites at
PURPOSE AND PERSPECTIVE
In this chapter, we first examine the major stages of the consumer buying decision process, beginning
with problem recognition, information search, and evaluation of alternatives, and proceeding through
purchase and postpurchase evaluation. We follow this with an examination of how the customer’s level of
involvement affects the type of decision making they use and discuss the types of consumer decision–
making processes. Next, we examine situational influences—surroundings, time, purchase reason, and
buyer’s mood and condition—that affect purchasing decisions. We go on to consider psychological
influences on purchasing decisions: perception, motives, learning, attitudes, personality and self-concept,
and lifestyles. Next, we discuss social influences that affect buying behavior, including roles, family,
reference groups and opinion leaders, social classes, and culture and subcultures. We conclude with a
discussion of consumer misbehavior.
