Welcome to

Advertising Principles & Practices

CAB 180 Week 2 Consumer Buyer Behaviour

Baron Manett
.
2000 2012
Baron.Manett@senecacollege.ca
Blind faith in technology.
bmanett@gmail.com
@bstat
ca.linkedin.com/in/baronmanett
TODAY:
1. Review from Week 1
2. Keeper File share
3. Quiz 1
4. CBB Model
5. Maslows Hierarchy of Needs
6. Group discussions

7. Questions & comments

2000 2012
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Review.

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W.I.I.F.M.

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Time spent vs. Media Spend
Keeper File.

2000 2012
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 2000 2012
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Consumer Buying Behaviour.

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Buying Decision Process

Buying-Decision Process
Need Recognition

Choice of involvement level

Identification of alternatives

Purchase and related decisions

Post-purchase behaviour
Psychological Forces
Psychological Forces
Buying-Decision Process Motivation
Need Recognition Perception
Learning
Personality
Choice of involvement level Attitude

Identification of alternatives

Purchase and related decisions

Post-purchase behaviour
Social and Group Forces

Social & Group Forces Psychological Forces

Culture Buying-Decision Process Motivation
Subculture Need Recognition Perception
Social Class Learning
Reference Groups Personality
Family & Households Choice of involvement level Attitude

Identification of alternatives

Purchase and related decisions

Post-purchase behaviour
Information (Promotion/IMC)
Social & Group Forces Psychological Forces
Culture Buying-Decision Process Motivation
Subculture Need Recognition Perception
Social Class Learning
Reference Groups Personality
Family & Households Choice of involvement level Attitude

Identification of alternatives

Promotion Forces Purchase and related decisions

Post-purchase behaviour

Information Forces
Situational Factors

Social & Group Forces Psychological Forces

Culture Buying-Decision Process Motivation
Subculture Need Recognition Perception
Social Class Learning
Reference Groups Personality
Family & Households Choice of involvement level Attitude

Identification of alternatives

Promotion Forces Purchase and related decisions Situational Factors

When consumers buy

Post-purchase behaviour
Where consumers buy

Why consumers buy

Conditions under
which consumer buys
Information Forces
 Other Marketing Forces (3
Ps)
Social & Group Forces Psychological Forces
Culture Buying-Decision Process Motivation
Subculture Need Recognition Perception
Social Class Learning
Reference Groups Personality
Family & Households Choice of involvement level Attitude

Identification of alternatives

Promotion Forces Purchase and related decisions Situational Factors

When consumers buy

Post-purchase behaviour
Where consumers buy

Why consumers buy

Other Marketing
Forces Conditions under
Product which consumer buys
Information Forces
Price

Placement
Social & Group Forces Psychological Forces
Culture Buying-Decision Process Motivation
Subculture Need Recognition Perception
Social Class Learning
Reference Groups Personality
Family & Households Choice of involvement level Attitude

Identification of alternatives

Promotion Forces Purchase and related decisions Situational Factors

When consumers buy

Post-purchase behaviour
Where consumers buy

Other Marketing Why consumers buy

Forces
Product Conditions under
Information Forces which consumer buys
Price

Place
Groups & discussion.

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Break.

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Quiz.

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 Consumer Decision Process
Maslow.

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Group Discussion.

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?
Questions