Objectives

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.



5.  Know how consumers use problem-solving processes.

6.  Have some feel for how a consumer handles all the behavioral variables and incoming stimuli.

7. Understand the important new  terms.



                                     A Model of Buyer Behavior

                                    The PSSP Hierarchy of Needs

                                        The Learning Process

                                        Lifestyle Dimensions

                                      Social Class Dimensions

                                  Reference groups/opinion leader

l  REFERENCE GROUP – PEOPLE TO WHOM AN INDIVIDUAL LOOKS WHEN FORMING ATTITUDES ABOUT A PARTICULAR
TOPIC

l  OPINION LEADER – A PERSON WHO INFLUENCES OTHERS (EACH SOCIAL CLASS AND AGE GROUP TENDS TO HAVE
ITS OWN OPINION LEADER)

l  CULTURE – BELIEFS , ATTITUDES AND WAYS OF DOING THINGS

                                    Family as a Purchasing Unit

l  Úplné rodiny = mother-and-father families

l  Neúplné rodiny = single parent families

l  Nerodinné domácnosti = unmarried couples

l  Domácnosti jednotlivců = singles



                                The Consumer Problem Solving Process

                                     Types of Buying Decisions

                                        The Adoption Process

                                       Relating the Processes

                                      Adoption of Innovations

                                      Behavioural Influencers