Michael Chieng
Chris Gray
kelsey vansickle
Aisha Hudson

Consumer Behavior
Consumer Behavior= refers to buyer behavior of individual customer
Personal determants= in balance between consumers actual and desired states
Culture= values,beliefs, preferences and tastes handed down from one generation to the next in society.
Self-concept theory= persons views of herself play role in purchasing behavior
Importance of the study of consumer behavior to marketers is that if marketers understand consumers behaviors they can offer them the right products to the consumers who want them
Kurt Lewin- proposed that behavior is the function of the interactions of personal influences and pressures exerted by outside environmental forces
Interpersonal determinants of consumer behavior- cultural, social and family influences
Microculture= group within a culture that has its own distinct mode of behavior
Asch phenomenon = personal determinants of consumer behavior are needs and motives, perceptions, attitudes, learning and self- concept theory.
Abraham Maslow- physiological, safety, social/belongingness, esteem and self actualization
Perception vs learning
Perception- the meaning that a person attributes to incoming stimuli
Learning- refers to immediate or expected changes in behviour as a result of experience
High involvement decisions- high levels of potential social or economic consequences ( selecting cell phone service provider)
Low involvement- pose little financial, social or emotional risk ( deciding where you will go for coffee)
Consumer decision process-
1)problem or oppurtinity recognition
2)search
3)alternative evaluation
4)purchase decision
5)purchase act
6)post-purchase evaluation
Evoked set= number of alternatives that a consumer actually considers in making a purchase decision
Evaluative criteria= the features that a consumer considers in choosing among alternatives




Consumer behavior- consumers+ organizations (selection/purchase) =Important to marketers because they will be able to offer the right products to consumers who want them.
-cultural influences= values, beliefs, preferences- micro cultures= group culture that has own distinct mode of behavior.
-social influences= friends, family etc. Norms=attitudes, status, roles, Asch phenomenon= characteristics of individual behavior
-reference groups= value structures/ standards 1. Purchased product must be seen 2. Something new
- social class & opinion leaders = trend setters (make own purchase decisions)
-family influences 1. Autonomic role= couple pay ½ and ½ 2. Husband dominant role= husband buys. 3. Wife dominant= wife buys. 4. Syncratic role= share
-Needs and Motives. N= desired states, M= goal to satisfy need, which are physiological, safety, social/ belongingness, esteem, self actualization
-Perception= 5 senses- attitudes, learning, self concept. Learning= immediate or expected changes in behavior as a result of experience.
-High-involvement= high levels of potential social or economic consequences, such as selecting an internet service provider (because it effects u long term) Low-involvement= decisions pose little financial, social, or emotional risk to the buyer, such as a newspaper or liter of milk (don’t effect u long term)
-Consumer Decision process consists of recognizing a problem or opportunity, searching for information and things to help u understand the problem or opportunity, evaluating your alternatives, purchase decision between stores or sellers, making the actual purchase, and post purchase evaluation (did it cause cognitive dissonance?)
-Evoked set is when the number of alternatives that a consumer considers in making a decision about a purchase.
-Evaluative criteria are the features that consumers consider in choosing amoung alternatives.
- routinized response behavior= repeated purchase of the same brand or limited group of products



· Customer behavior- mental and physical activities that occur during selection and purchase of a product
· Consumer behavior- mental and physical activities of individuals who actually use the purchased goods and services
· Cultures- values, beliefs, preferences and tastes handed down from ones generation to the next in a society
· Reference groups- people or institutions whose opinions are values and to whom a person looks for guidance in his or her own behavior, values, and conduct.
· Opinion leaders- trendsetters who purchase new products before others in a group and then influence others in their purchase.
· Needs- imbalance between consumer’s actual and desired states
· Motive- inner state that directs a person towards the goal of satisfying a need
· Perception- meaning that a person attributes to incoming stimuli gathered through the 5 senses
· Attitudes- a person’s enduring favorable or unfavorable evaluations, emotions, or action tendencies towards some object or idea
· Learning- knowledge or skill that is acquired as a result of experience, which changes consumer behavior
· Self-concept- a person’s multifaceted picture of themselves
· Evoked set- number of alternatives that a consumer actually considers in making a purchasing decision
· Evaluation criteria-Features that a consumer considers in choosing among alternatives
· Cognitive dissonance- imbalance between beliefs and attitudes that occur after an action or decision is taken.
· Routinized response behavior- Rapid consumer problem solving in which no new info is considered; the consumer has already evaluative criteria and identified available options.
· Limited problem solving- situation in which the consumer invests little amount of time and energy in searching for evaluation
· Extended problem solving- situation that involves lengthy external searches and long deliberation; results when brands are difficult to categorize or evaluate.


Consumer Behavior- The buyer behavior of individual consumers. This behavior influences marketing decisions.
Interpersonal Determinants of Consumer Behavior- There are three influences in consumer behavior. Cultural, Social, and Family.
High-Involvement Purchases- Purchases with high level of potential social or economic consequences.
Low-Involvement Purchases- Routine purchases that pose little risk to the consumer.
Consumer Decision Process- The consumer decision process involves six:
1)problem or oppurtinity recognition
2)search
3)alternative evaluation
4)purchase decision
5)purchase act
6)post-purchase evaluation
Routinized Response Behavior- Repeat purchases made of the same brand or limited group of items.
Limited Problem Solving- A consumer has a pre-set criteria for a purchase but then is exposed to a new product or model.
Extended Problem Solving- When brands are difficult to categorize or evalutate.