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LEARNING OBJECTIVES
1. Explain why marketing managers should understand consumer behavior.
4. Identify the types of consumer buying decisions and discuss the significance of consumer involvement.
5. Identify and understand the cultural factors that affect consumer buying decisions.
6. Identify and understand the social factors that affect consumer buying decisions. 7. Identify and understand the individual factors that affect consumer buying decisions. 8. Identify and understand the psychological factors that affect consumer buying decisions.
CONSUMER BEHAVIOR
Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use.
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A. NEED RECOGNITION
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NEED RECOGNITION
Marketing helps consumers recognize an imbalance between present status and preferred state
Present Status
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STIMULUS
Any unit of input affecting one or more of the five senses: Sight Smell Taste Touch
Hearing
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a product
(or attribute or feature) that will satisfy it.
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a current product isnt performing properly. the consumer is running out of an product.
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B. INFORMATION SEARCHES
Process of recalling past information stored
in the memory. Process of seeking information in the outside environment.
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Internal
External
INFORMATION SEARCH
Internal Information Search
Recall information in memory
Non-marketing controlled
Marketing controlled
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EVOKED SET
Group of brands, resulting from an information search, from which a buyer can choose.
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C. EVALUATION OF ALTERNATIVES
Evoked Set
Evaluation of Products:
Analyze product attributes Use cutoff criteria Rank attributes by importance
Chapter 4 Version 3e
Purchase!
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D. PURCHASE
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COGNITIVE DISSONANCE
Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.
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E. POST-PURCHASE BEHAVIOR
Cognitive Dissonance
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Identify the types of consumer buying decisions and discuss the significance of consumer involvement.
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Less Involvement
More Involvement
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Quick decision
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levels of involvement
to moderate cost goods of a few alternative brands
Evaluation Short
LEVEL OF INVOLVEMENT
Previous Experience
Interest
Situation
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Cultural Factors
Individual Factors
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Identify and understand the cultural factors that affect consumer buying decisions.
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CULTURE
Set of values norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next.
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CULTURE IS...
Pervasive
Functional Learned
Dynamic
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VALUES
Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct.
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Youth
Capitalism
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SUBCULTURE
A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.
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SOCIAL CLASS
A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.
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Identify and understand the social factors that affect consumer buying decisions.
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SOCIAL INFLUENCES
Social Influences on Buying Decisions
Family Members
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REFERENCE GROUP
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REFERENCE GROUPS
Primary Direct Secondary Types of Reference Groups
Aspirational
Indirect
Non-aspirational
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OPINION LEADERS
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FAMILY
Identify and understand the individual factors that affect consumer buying decisions.
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INDIVIDUAL INFLUENCES
Individual Influences
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PSYCHOGRAPHICS
The analytical technique used to examine consumer lifestyles and to categorize consumers. This technique is used to understand the role of above individual influences.
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Identify and understand the psychological factors that affect consumer buying decisions.
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PSYCHOLOGICAL INFLUENCES
Perception
Motivation
Learning
PERCEPTION
Process by which people select, organize, and interpret stimuli into a meaningful and coherent picture.
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PERCEPTION
Selective Exposure
Selective Distortion
Selective Retention
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PERCEPTION
Selective Exposure Consumer notices certain stimuli and ignores others.
Selective Distortion
Selective Retention
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attributes
price
Quality
Threshold Product
changes
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THANK YOU
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