1. Understanding
Consumer Behavior
G. WAYNE WELLS MARCH 9TH 2018

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
Consumer Behavior
 1. Cultural Influences Include:
 The values, beliefs, preferences and tastes handed down thru generations. These
may evolve
 Core Values- Example: Work ethic, Education, Freedom ect. These typically do not
change.
 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

4. Personal Determinants of Consumer
Behavior
 Needs and Motives
 Maslow’s Hierarchy of Needs

5. Personal Determinants of Consumer Behavior
(continued)
 Perceptions
 Perceptional Screens- Marketers are competing to break thru the clutter and make it
thru our natural filtering process.
 Subliminal Perception
 Utilizing strong stimulus factors with a short message
 Attitude
 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
experience
 Shaping- Applying a series rewards and reinforcements to cause an evolution of
behavior.
 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.
 Search
 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
a decision

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
 Cognitive Dissonance
 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
have
 More likely the more the decision has a major effect on the buyer

9. Classification of Consumer Problem-
Solving Processes
 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

10. Conclusion
 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.

11. Credits
 “Maslow's Hierarchy of Needs.” Wikipedia, Wikimedia Foundation, 6 Mar.
2018, en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs.
 Boone, Louis E. Contemporary Marketing Lms Integrated for Mindtap
Marketing, 1-Term Access. South-Western, 2015.