Page 201 - Foundations of Marketing

168 Part 3 | Customer Behavior and E-Marketing

products or brands on the basis of results from the evalua- A motive is an internal energizing force that orients a person’s
tion stage and on other dimensions. Buyers also choose the activities toward satisfying needs or achieving goals. Learning
seller from whom they will purchase the product. After the refers to changes in a person’s thought processes and behav-
purchase, buyers evaluate the product to determine if actual ior caused by information and experience. Marketers try to
performance meets expected levels. shape what consumers learn in order to influence what they
buy. An attitude is an individual’s enduring evaluation, feel-
2. Understand the types of consumer decision ings, and behavioral tendencies toward an object or idea and
making and the level of involvement. consists of three major components: cognitive, affective, and
Buying behavior consists of the decision processes and acts behavioral. Personality is the set of traits and behaviors that
of people involved in buying and using products. Consumer make a person unique. Self-concept, closely linked to person-
buying behavior is the buying behavior of ultimate consum- ality, is one’s perception or view of oneself. Researchers have
ers. An individual’s level of involvement—the importance and found that buyers purchase products that reflect and enhance
intensity of interest in a product in a particular situation— their self-concepts. Lifestyle is an individual’s pattern of
affects the type of decision-making process used. Enduring living expressed through activities, interests, and opinions.
involvement is an ongoing interest in a product class because Lifestyles influence consumers’ needs, brand preferences,
of personal relevance, whereas situational involvement is and how and where they shop.
a temporary interest that stems from the particular circum-
stance or environment in which buyers find themselves. There 5. Examine the social influences that may affect
are three kinds of consumer decision making: routinized the consumer buying decision process.
response behavior, limited decision making, and extended
Social influences are forces that other people exert on buying
decision making. Consumers rely on routinized response
behavior. They include roles, family, reference groups and
behavior when buying frequently purchased, low-cost items
opinion leaders, electronic networks, social class, and culture
requiring little search-and-decision effort. Limited decision
and subcultures. Everyone occupies positions within groups,
making is used for products purchased occasionally or when
organizations, and institutions, and each position involves
buyers need to acquire information about an unfamiliar brand
playing a role—a set of actions and activities that a person in
in a familiar product category. Consumers engage in extended
a particular position is supposed to perform based on expec-
decision making when purchasing an unfamiliar, expensive,
tations of both the individual and surrounding persons. In a
or infrequently bought product. Purchase of a certain prod-
family, children learn from parents and older siblings how
uct does not always elicit the same type of decision making.
to make decisions, such as purchase decisions. Consumer
Impulse buying is not a consciously planned buying behavior
socialization is the process through which a person acquires
but involves a powerful urge to buy something immediately.
the knowledge and skills to function as a consumer. The con-
3. Explore how situational influences may affect sumer socialization process is partially accomplished through
the consumer buying decision process. family influences.
A reference group is a group that a person identifies with
Three major categories of influences affect the consumer
so strongly that he or she adopts the values, attitudes, and
buying decision process: situational, psychological, and
behavior of group members. The three major types of refer-
social. Situational influences are external circumstances
ence groups are membership, aspirational, and disassociative.
or conditions existing when a consumer makes a purchase
An opinion leader is a member of an informal group who
decision. Situational influences include surroundings, time,
provides information about a specific topic to other group
reason for purchase, and the buyer’s mood and condition.
members. A social class is an open group of individuals with
4. Understand the psychological influences that similar social rank.
Social class influences people’s spending, saving, and
may affect the consumer buying decision
credit practices. Culture is the accumulation of values, knowl-
process. edge, beliefs, customs, objects, and concepts that a society
Psychological influences partly determine people’s general uses to cope with its environment and passes on to future gen-
behavior, thus influencing their behavior as consumers. The erations. A culture is made up of subcultures, groups of indi-
primary psychological influences on consumer behavior are viduals whose characteristic values and behavior patterns are
perception, motives, learning, attitudes, personality and self- similar to one another but different from those of the surround-
concept, and lifestyles. Perception is the process of selecting, ing culture. U.S. marketers focus on three major ethnic subcul-
organizing, and interpreting information inputs (sensations tures: African American, Hispanic, and Asian American.
received through sight, taste, hearing, smell, and touch) to
produce meaning. The three steps in the perceptual process 6. Examine consumer misbehavior.
are selection, organization, and interpretation. Individuals Consumer misbehavior is defined as behavior that violates
have numerous perceptions of packages, products, brands, generally accepted norms of a particular society. One form
and organizations that affect their buying decision processes. of consumer misbehavior involves shoplifting, or stealing

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