Chapter 6 Summary

This chapter provides insight into how consumers purchase products, who influences their decisions, and how they go about gathering information in the decision-making process. These consumer decisions are part of consumer behavior. There is a five step process in the consumer buying process: need recognition, information search, alternative evaluation, purchase decision, and postpurchase evaluation.

Consumers can go through three types of decision-making. The first is routine decision-making which is used when the purchase is simple, inexpensive, and familiar. Another is called limited decision-making. The consumer normally uses this type when decision-making involves a moderate search and purchasing effort. The final decision-making process is referred to as extensive and is used when the product is unfamiliar or very significant to consumers.

Most consumers are influenced by various groups in the decision-making buying process. The culture a person operates in can many times dictate/influence buying. Subculture can also influence the buying process, i.e., religion, income, occupation, race, etc. Another influencial group is social class which is based on wealth, skill, and power. A fourth group is referred to as a reference group. A reference group could mean family, friends, clubs, and professional organizations. Probably one of the most influential groups is a personšs family. This is because the influence starts at birth and continues on throughout a lifetime.

In some cases, the consumer buying process is affected/influenced by his/her situation. Possible situations influencing the buying decision include physical surroundings, social surroundings, time, the nature of the task, and momentary moods and conditions.