2. Presentation Overview
A. Interpersonal Determinants of Consumer Behavior
B. Personal Determinants of Consumer Behavior
C. The Consumer Decision Process
D. Problem or Opportunity Recognition
E. Classification of Consumer Problem-Solving Processes
F. Conclusion and Closing Remarks
3. Interpersonal Determinants of
1. Cultural Influences Include:
The values, beliefs, preferences and tastes handed down thru generations. These
Core Values- Example: Work ethic, Education, Freedom ect. These typically do not
Subcultures: Are groups that exist within a culture Examples include groups that are
set apart by ethnicity, age, location factors and geographic distribution.
2. Social Influences (Group Influence)
The Asch Phenomenon - Adhering to expectations or norms of a particular
group you belong to. IE: Majority Rule
3. Family Influences
1. Autonomic role or Independent decision makers
2. Dominant husband or wife roles
3.Syncratic or joint roles
5. Personal Determinants of Consumer Behavior
Perceptional Screens- Marketers are competing to break thru the clutter and make it
thru our natural filtering process.
Utilizing strong stimulus factors with a short message
Includes: Cognitive, Affective, and behavioral components.
Effective Marketers can shape consumers attitudes about a product.
Learning – Immediate or expected changes in consumer behavior as a result of
Shaping- Applying a series rewards and reinforcements to cause an evolution of
Self Concept Theory
Perception of ourselves that influences our behaviors as consumers.
6. The Consumer Decision Process
High Involvement Decision
Buying a Vacation Home
Purchasing a car
Low Involvement Decisions
Buying a soft drink from a vending machine
Picking up a gallon of milk at the grocery store.
7. Problem or Opportunity Recognition
Steps in the process include
Recognizing a problem or opportunity
Indentify the need or want and begin to find a solution.
Gathering information to aid in finding a solution.
Includes gathering alternatives known as an evoked set.
Evaluation of Alternatives
Evaluation includes criteria which are the features the consumer considers in making
8. Problem or Opportunity Recognition (Cont.)
Purchase Decision and Purchase Act
Consumer makes a conclusion as to the product or service they will purchase
The Purchase is made
Post purchase Evaluation
Anxiety after a purchase
More likely to happen with more expensive purchases
More likely if the alternatives have desirable features that the chosen product does not
More likely the more the decision has a major effect on the buyer
9. Classification of Consumer Problem-
Routinized Response Behavior
Routine purchase of a preferred brand or group of brands
Limited Problem Solving
May happen if a new brand comes into the market
Includes a moderate amount of time to make a purchase decision
Extended Problem Solving
Comparing brands that are difficult to compare
Consumer gathers information about the product features
Evaluates the alternatives
Most purchases include lengthy external searches
Includes decisions such as the purchase of a home, car or deciding on a college
Understanding Consumer Behavior Includes:
Understanding what makes consumers tick on many different levels
Identifying the consumers needs and wants
Understanding what goes into a consumer’s decisions for different products
Utilizing this knowledge to shape marketing strategies.
“Maslow's Hierarchy of Needs.” Wikipedia, Wikimedia Foundation, 6 Mar.
Boone, Louis E. Contemporary Marketing Lms Integrated for Mindtap
Marketing, 1-Term Access. South-Western, 2015.