Lecture Basic Marketing: A global-managerial approach: Chapter 6 - William D. Perreault, E. Jerome McCarthy

Chapter 6:
  

Behavioral
Dimensions of the
Consumer Market

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Chapter 6 Objectives
When you finish this chapter, you should
1.  Understand the economic­
buyer model of buyer 
behavior.
2.  Understand how 
psychological variables affect 
an individual’s buying 
behavior.
3.  Understand how social 
influences affect an 
individual’s and household’s 
buying behavior. 
4.  See why the purchase 
situation has an effect on 
consumer behavior.

6­2

5.  Know how consumers use 
problem­solving processes.
6.  Have some feel for how a 
consumer handles all the 
behavioral variables and 
incoming stimuli.
7. Understand the important new 
terms.

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


A Model of Buyer Behavior
Marketing Mixes

All Other Stimuli

Psychological
Variables

Social
Influence

Purchase
Situation

Motivation
Perception

Learning
Attitude
Personality/Lifestyle

Family
Social Class
Reference Groups
Culture

Purchase Reason
Time
Surroundings

Person
Making
Decision

Problem-Solving Process
Exhibit 6­1
6­3

Person Does or Does Not Purchase (Response)

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


The PSSP Hierarchy of Needs
Personal

Needs

Social Needs

Safety Needs

Physiological Needs
6­4

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


The Learning Process
Drive

Cues
Reinforcement

Response
6­5

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Lifestyle Dimensions

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6­6

Activities
Activities

Interests
Interests

Opinions
Opinions

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Social Class Dimensions
Upper-class

1.5%

Upper-middle class

12.5%

32%

38%

16%

Lower-middle class
Upper-lower
(“working”) class
Lower-lower class

Exhibit 6­6
6­7

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Purchase Situation Influences

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6­8

Purchase
Purchase Reason

Reason

Time
Time

Surroundings
Surroundings

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


The Consumer Problem Solving Process
Marketing mixes

Psychological
Variables
Person making
decision

All other stimuli

Social Influences

Purchase
Situation

Need-want Awareness
Routinized Response

Information Search

Set Criteria

Feedback of
information
as attitudes

Decide on Solution

Postpone
Decision
Exhibit 6­7
6­9

Purchase Product

Response

Postpurchase
Evaluation
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Levels of Problem Solving
High involvement
Infrequently purchased
Expensive

High risk
Much information desired

Low involvement
Frequently purchased
Inexpensive
Little risk
Little information needed

Routinized
Response
Behavior

Limited
Problem
Solving

Low Involvement

Extensive
Problem
Solving

High Involvement

Involvement Continuum
Exhibit 6­9
6­10

For use only with Perreault and McCarthy texts.

© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


The Adoption Process
Awareness
Interest
Evaluation
Trial
Decision
Confirmation
6­11

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Relating the Processes
Problem­solving steps Adoption process steps

1.  Becoming aware of  
or interested in the 
problem

Awareness and interest

2.  Gathering 
information about 
possible solutions

Interest and evaluation

Drive

3.  Evaluating alterative  Evaluation, maybe trial
solutions

4.  Deciding on the 
appropriate solution

Decision

5.  Evaluating the 
decision

Confirmation

6­12

Learning steps

Cues
Reinforcement

Response

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill

Key Terms

Economic Buyers
Economic Needs
Needs
Wants
Drive
Physiological Needs
Safety Needs
Social Needs
Personal Needs
Perception
Selective Exposure
Selective Perception
Selective Retention
6­13

Learning
Cues 
Response
Reinforcement
Attitude
Belief
Expectation
Psychographics
Lifestyle Analysis
Social Class
Reference Group

Opinion Leader
Culture

Extensive Problem 
Solving
Limited Problem 
Solving
Routinized Response
Behavior
Low­involvement
Purchases
Adoption Process
Dissonance

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill