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8/3/2019 Consumer Behavior - Ch 6
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Why People Buy:
Consumer Behavior
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The Consumer Decision Process
Problem Recognition
Information Search
Alternative Evaluation
Product Choice
Post purchase Evaluation
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Problem Recognition
Occurs whenever a consumer recognizes a
difference between the current state and the
ideal or desired state
Internal cues - consumers recognize state of
discomfort
External cues - marketers may stimulateconsumers to recognize problem
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Information Search
Consumer checks memory and surveys
environment to identify what options are
available
Sources might include personal experience
and knowledge, friends, advertising, web
sites, and magazines.
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Evaluation of Alternatives
Identify consideration set
Narrow list and compare pros and cons
Use evaluative criteria to decide among
remaining choices
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Product Choice
People may ultimately make the choice
based on heuristics
Heuristics represent rules of thumb
brand loyalty
country of origin
liking
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Post purchase Evaluation
How good a choice was it?
Customer satisfaction/dissatisfaction
buyers remorse
Ultimately affects future decisions and word
of mouth communication
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Consumer Decision Making Influences
Internal Influences:
Perception
Motivation
Learning
Attitudes
Personality
Age groups
Lifestyle
Situational Influences:
Physical Environment
Time
Social Influences:
Culture, Social class
Group memberships
Decision
Process
PURCHASE
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Internal Influences
Perception
Motivation
Learning
Attitudes
Personality Age
Lifestyle
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Perception
Process by which people select, organize,
and interpret information
Exposure: stimulus must be within sensory
receptors to be noticedPerceptual Selection: consumers will pay
attention to some stimuli and not to others
Interpretation: consumers assign meaning tostimuli
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Motivation
An internal state that drives us to satisfy
needs
Once we activate a need, a state of tension
exists that drives the consumer to some goal
that will reduce this tension and eliminate
the need Consequently, only unmet needs motivate
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Maslows Hierarchy of Needs
Self-
Actualization
Ego Needs
Belongingness
Safety
Physiological
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Learning
A change in behavior caused by informationor experience
Behavior learning theories assume learning
takes place as the result of connectionsformed between events
Cognitive learning occurs when consumers
make a connection between ideas or byobserving things in their environment
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Attitudes
A lasting evaluation of a person, object, or
issue
3 components of attitudes
affect
cognition
behavior
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Personality
The set of unique psychological
characteristics that consistently influences
the way a person responds to situations inthe environment
Innovativeness
Self-confidenceSociability
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Family Life Cycle
Related to age groups, our purchases also
depend on our current position in the family
life cyclestages through which family members pass as
they grow older
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Lifestyles
Pattern of living that determines how people
choose to spend their time, money, energy and
reflects their values, tastes, and preferences
Expressed through preferences for sportsactivities, music interests, and political opinions
Psychographics is the segmentation tool used to
group consumers according to AIOs
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SRIs VALS Descriptions
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Situational Influences
Physical Environment
arousal
pleasure
Time
time poverty
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Social Influences
Culture and Subcultures
Social Class
Group Behavior and Reference Groups
Opinion Leaders
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Cultures and Subcultures
Culture is the values, beliefs, customs, and
tastes produced and valued by a group of
people A subculture is a group coexisting with
other groups in a larger culture whose
members share a distinctive set of beliefs orcharacteristics
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Social Class
Social class is the overall rank of people in
a society
People in the same class tend to havesimilar occupations, similar income levels,
share common tastes in clothes, decorating
styles, and leisure activities. They mayshare political and religious beliefs.
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Reference Groups
A reference group is a set of people aconsumer wants to please or imitate
The group can be composed of oneperson, a few people, or many people. They
may be people you know or dont know Conformity is at work when people change as a
reaction to real or imagined group pressure
Sex roles are societys expectations regarding
appropriate attitudes, behaviors, and appearances formen and women
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Opinion Leaders
A person who influences others attitudes or
behaviors because they are perceived as
possessing expertise about the product