Consumer Buying
Behavior
Chapter 4
Stages in the Buying Process
Need Recognition
A need is recognized when a customer’s desired level of satisfaction differs from his or her present level of satisfaction.
When a consumer recognizes they have a need it triggers the buying process.
Types of Needs
Utilitarian NeedsShopping to accomplish a specific task
Usually associated with work
Hedonic NeedsShopping for pleasure, entertainment, or recreation
Usually associated with fun
Hedonic Needs Retailers Can Satisfy
• Stimulation• Social Experience• Learning New Trends• Status and Power• Self-reward• Adventure
Information Search
Once customers identify a need they may seek information about retailers and products to help satisfy that need.
Sources of Information
Internal SourcesA person’s memory such as names, images and experiences
External SourcesInformation provided by advertisements and other people
Evaluation
Multiattribute Attitude Model
• Performance on relevant attributes
• Importance of those attributes to the customer
Purchasing the Merchandise or Service
The next step in the buying process is to purchase the product to fulfill their need
Postpurchase Evaluation
Evaluating their satisfaction level of a purchase is the final step in the buying process. A consumers level of satisfaction then becomes part of their internal information when making their next purchase.
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