Consumer Behavior Topic Outline Definition of consumer behavior Model of Consumer Behavior Characteristics Affecting Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process I Definition of Consumer Behavior What is consumer behavior? Consumer buyer behavior : the buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption Consumer market : all of the personal consumption of final consumers II Models of Consumer Behavior Model of ENVIRONMENT Consumer behavior BUYER’S BLACK BOX BUYER RESPONSES Environmental stimuli Consumer Black Box CONSUMER RESPONSES III Characteristics Affecting Consumer Behaviors Self and Personality IV Types of Buying Decision Behavior 39 High Involvement Low Involvement Types of Buying Decision Behavior Involvement High Low High brand differences Low brand differences COMPLEX DISSONANCE REDUCING VARIETY SEEKING HABITUAL V The Buyer Decision Process Decision Process Need Recognition Search Evaluation/Choice Purchase Postpurchase Behavior Need Recognition Search Information sources PERSONAL SOURCES COMMERCIAL SOURCES PUBLIC SOURCES EXPERIENTIAL SOURCES Choice Purchase Post-purchase VI The Buyer Decision Process FOR NEW PRODUCTS The Adoption process Awareness: know the existence, lack of knowledge Interest: seek for information Evaluation: consider whether it is worth a try Trial: purchase a product at a small scale Adoption: make full use of a product