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In chapter 6 you will learn: Understand the economic-buyer model of buyer behaviour, understand how psychological variables affect an individual's buying behaviour, understand how social influences affect an individual's and a household's buying behaviour, see why the purchase situation has an effect on consumer behaviour, know how consumers use problem-solving processes, understand the important new terms (shown in the margin). | Chapter 6: Behavioural Dimensions of the Consumer Market A Model of Buyer Behaviour 6-2 Purchase Reason Time Surroundings Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Psychological Variables Family Social Class Reference Groups Culture Social Influence Problem-Solving Process Person Does or Does Not Purchase (Response) Marketing Mixes All Other Stimuli Person Making Decision Exhibit 6-1 Summary Overview Several behavioural sciences contribute to the marketer’s understanding of why consumers behave as they do. The basic model of consumer behaviour shown on the slide integrates many of these influences. Teaching Tip: Economics and psychology are often cited as sources for marketers but marketing also derives a great deal of knowledge about consumer behaviour from sociology, anthropology, and communication theory. Economic Models of Consumer Behaviour Needs. Economists often assume that consumers are people who know all the facts and logically compare choices in terms of cost and value received to get the greatest satisfaction for their time and money. Economic Needs. Economic needs are concerned with making the best use of a consumer’s time and money-- from the consumer’s point of view. Although useful, this view is probably too simplistic to cover all consumer behaviour. Consequently, marketers try to identify sets of factors affecting the choices consumers make. These include psychological variables, social influences, events in the purchase situation. Understanding Motivation Needs. Needs are the basic forces that motivate a person to do something Wants. Wants are learned needs, that is, they are needs expressed as a desire for a particular need-satisfier: I need food; I want a hamburger. Drive. A drive is a strong internal stimulus that encourages action to reduce a need. When a drive is strong enough, it compels a person to seek satisfaction for a need and often in the form of a preferred want. 6-3 The PSSP Hierarchy of Needs | Chapter 6: Behavioural Dimensions of the Consumer Market A Model of Buyer Behaviour 6-2 Purchase Reason Time Surroundings Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Psychological Variables Family Social Class Reference Groups Culture Social Influence Problem-Solving Process Person Does or Does Not Purchase (Response) Marketing Mixes All Other Stimuli Person Making Decision Exhibit 6-1 Summary Overview Several behavioural sciences contribute to the marketer’s understanding of why consumers behave as they do. The basic model of consumer behaviour shown on the slide integrates many of these influences. Teaching Tip: Economics and psychology are often cited as sources for marketers but marketing also derives a great deal of knowledge about consumer behaviour from sociology, anthropology, and communication theory. Economic Models of Consumer Behaviour Needs. Economists often assume that consumers are people who know all the facts and logically compare
