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CHAPTER 8 Consumer Buying Behavior OVERVIEW: We begin this chapter by defining buying behavior and consumer buying behavior. We examine how the customer’s level of involvement affects the type of problem solving employed and discuss the types of consumer problem-solving processes, including routinized response behavior, limited problem solving, extended problem solving, and impulse buying. We then analyze the major stages of the consumer buying decision process: problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation. Next, we discuss in detail the situational, psychological, and social influences on the consumer decision-making process. Situational influences include physical surroundings, social surroundings, time perspective, purchase reason, and the buyer’s momentary mood and condition. The primary psychological influences on consumer behavior are perception, motives, learning, attitudes, personality and self-concept, and lifestyles. Forces that other people exert on buying behavior are called social influences. Social influences include the influence of roles, families, reference groups and opinion leaders, social class, and culture and subcultures.
OBJECTIVES: 1.Describe the level of involvement and types of consumer problem-solving processes.
2.Recognize the stages of the consumer buying decision process.
3.Explain how situational influences may affect the consumer buying decision process.
4.Understand the psychological influences that may affect the consumer buying decision process.
5.Be familiar with the social influences that affect the consumer buying decision process.
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Class Prep: Read Chapter 8 |
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