Chapter5 Consumer Behaviour
What is a consumer behaviour?
Consumer behaviour is actions a person takes in purchasing and
using products and services.
1. CONSUMER PURCHASE DECISION PROCESS
What is a Purchase decision process?
Purchase decision process is stages a buyer passes through in
making choices about which products or services to buy.
I. Problem recognition: Perceiving a need
Problem recognition, the initial step in the purchase decision, occurs
when a person realizes that the difference between what he or she has
and he or she would like to have is big enough to actually do something
II. Information search: Seeking value
After recognizing a problem, consumers begin to search for information
about what product or service might satisfy the newly discovered need.
III. Evaluation of alternatives: Assessing value
The information search stage clarifies the problem for the consumer by
suggesting criteria, or points to consider, for the purchase; providing
brand names that might meet the criteria; and developing consumer
IV. Purchase decision: Buying value
Having examined the alternatives in the evoked set, you are almost
ready to make a purchase decision.
IIV.Postpurchase behaviour:: Value in consumption or use
After buying a product, the consumer compares it with he or she
expectation and is either satisfied or dissatisfied.
IIIV. Involvement and problem-solving variation
Sometimes consumers don’t engage in the five-step purchase decision
what is a involement?
Involvement is personal, social, and economic significance of a
purchase to the consumer.
a. Routine problem solving
b. Limited problem solving
c. Extended problem solving
2. SITUATIONAL INFLUENCES
What is Five siuational influences?
a> Purchase task