Académique Documents
Professionnel Documents
Culture Documents
PPT 4-1
Chapter 4
Customer
Buying Behavior
McGraw-Hill/Irwin
PPT 4-2
Levy/Weitz:
Retailing Management, 5/e
Copyright 2006
PPT 4-3
PPT 4-5
PPT 4-6
Customer Loyalty
Brand Loyalty
Committed to a Specific Brand
Reluctant to Switch to a Different Brand
May Switch Retailers to Buy Brand
Store Loyalty
Committed to a Specific Retailer
Reluctant to Switch Retailers
PPT 4-7
PPT 4-9
PPT 4-10
PPT 4-12
Characteristics of Customer
Past experience
Perceived risk
Time pressure
Market Characteristics
Number of alternative brands
PPT 4-13
Sources of Information
Internal
Past experiences
Memory
External
Consumer reports
Advertising
Word of mouth
PPT 4-14
PPT 4-15
PPT 4-16
PPT 4-17
PPT 4-18
PPT 4-19
PPT 4-20
PPT 4-21
PPT 4-22
PPT 4-23
PPT 4-24
Geographic
Segmenting Markets
Demographic
Lifestyle
Feelings and Behaviors
PPT 4-25
Geodemographic Segmentation
Birds of a feather Flock Together
Town
Townand
andGown
Gown
Latino
LatinoAmerica
America
College
CollegeTown
TownSingles
Singles
Hispanic
HispanicMiddle
MiddleClass
Class
Foreign
ForeignFilms
Films(+)
(+)
Boxing
Boxing(+)
(+)
Dogs
Dogs(-)
(-)
Dance
Dance Music
Music(+)
(+)
Sewing
Sewing(-)
(-)
Barbequing
Barbequing(-)
(-)
Coca
CocaCola
Cola(+)
(+)
Avocados
Avocados (+)
(+)
Fast
Fast Food
Food(+)
(+)
Cosmopolitan
Cosmopolitan (+)
(+)
Friends
Friends(+)
(+)
Touched
TouchedBy
Byan
anAngel
Angel(+)
(+)
Sports
SportsIllustrated
Illustrated(+)
(+)
PPT 4-26
PPT 4-27
PPT 4-28
Lifestyle Segmentation
VALS
Action Oriented
Believers
High Resources
Lower resources
Buy American
Impulse buyers
Influenced by advertising
PPT 4-29
Watch TV a lot
Read home and garden
magazines
Lifestyle Segmentation
VALS
http://www.sric-bi.com/vals/presurvey.shtml
This online version of the VALS questionnaire
has been optimized for Netscape Navigator 4.x
and Internet Explorer 5.01 or higher. You need to
have Java, Javascript, and cookies active to take
the questionnaire. Please check your browser
preferences to ensure that Java, Javascript, and
cookies are active. Company and personal
firewalls may also interfere with the surve
PPT 4-30
Actionability
Identifiability
Accessibility
Stability
Size
PPT 4-31
PPT 4-32
PPT 4-33
What is Fashion?
A type of product or way of behaving that is
temporarily adopted by a large number of
consumers because it is viewed as socially
acceptable.
PPT 4-34
Economic Factors
Sociological Factors
PPT 4-36
Economic Development
Social Environment
Class structure
Role of men and women
Structure of the family
Personal Issues
PPT 4-37
PPT 4-38
Trickle-Down Theory
Subculture Theory
PPT 4-40