Behavioral

Dimensions of the
Consumer Market
ECONOMIC NEEDS

 Making the best use of

a consumer’s time & money
- Economy of purchase or use
- Efficiency in operation or use
- Dependability in use
- Improvement of earnings
- Convenience
How We Will View Consumer Behavior
Psychological Influences within an Individual

Needs

Wants

Drives

Consumers seek benefits to match

needs and wants!
Several Needs at the Same Time

Personal
Needs

Social Needs

Safety Needs

Physiological Needs
Personal Needs

Scouting is fun, hands-on

learning and achievement
that puts kids in the middle
of the action and prepares
them for today – and for life.
Perception Determines What
Consumers See and Feel

Selective
Exposure

Selective Selective
Retention Perception
Learning Determines What Response Is Likely

Drive

Cues

Reinforcement

Response
Attitudes Relate to Buying

Belief: An
Opinion
Need To
Attitude: A Understand
Point of View Attitudes &
Beliefs
Key
Concepts
Meeting Work with
Expectations Existing
Is Important Attitudes
Ethical Issues
May Arise
Personality and Lifestyle Analysis

Personality: How
People See Things

Activities

Interests

Opinions
Other Social Influences

Reference Groups

Opinion Leaders

Culture
Individuals Are Affected by
the Purchase Situation

Purchase Physical
Time Available
Reason Surroundings
Consumers Use Problem Solving Processes

Psychological Social Influences Purchase

Variables Situation
Need-want Awareness

Information Search

Set Criteria

Decide on Solution

Purchase Product
Three Levels of Problem Solving Are Useful

Low involvement High involvement

Frequently purchased Infrequently purchased
Inexpensive Expensive
Little risk High risk
Little information Much information desired

Routinized Limited Extensive

Response Problem Problem
Behavior Solving Solving

Low involvement High involvement

Problem Solving Is a Learning Process

Awareness

Interest

Evaluation

Trial Dissonance
may set in
after the
Decision
decision!

Confirmation