What are the choice criteria? (4)

There are the following choice criteria for consumers:

- Technical (reliability, performance)

- Economic (price, running cost)

- Social (status, fashion)

- Personal (ethics, emotional reasons)

When/where do they buy (or influences on consumer behavior)

The buying situation (3)

Level of Involvement

Self-image

The factors that define the level of involvement in Problem solving:

Perceived risk

Social Factors

Hedonism

Number of alternatives

Time pressure

Extent of problem solving

On this basis there are following levels of involvement into choice of products:

-Extended problem solving. High degree of information and many evaluation criteria before taking a decision about the purchase.

- Limited problem solving

- Habitual problem solving

Personal influences (7)

-Information processing – process by which stimulus is received interpreted and later retrieved.

- Motivations – what drives consumer in his purchases?

- Beliefs and attitudes

- Personality

- Economic circumstances

- Lifestyle

- Life-cycle and age

Social influences (4)

- Culture– traditions, taboos, values, basic attitudes of the whole society within which, and individual lives.

- Social class

- Geodemographic– households are put into groups basing on such information like car ownership, age, occupation etc. (ACORN and MOSAIC – ch. 8)

- Reference group– indicates the group of people who influence individual’s attitude and behavior (there are Membership groups and Aspirant groups – celebrities act like opinion leaders)

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