Chapter 5. Learning Outcomes/Objectives. 1. Explain why marketing managers should understand consumer behavior 2. Analyze the components of the consumer decision-making process Explain the consumer’s postpurchase evaluation process
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1. Explain why marketing managers should understand consumer behavior
2. Analyze the components of the consumer decision-making process
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
Identify and understand the individual factors that affect consumer buying decisions
8. Identify and understand the psychological factors that affect consumer buying decisions
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.
consumers make purchase decisions
consumers use anddispose of product
A five-step process used by consumers when buying goods or services.
1. Need Recognition
2. Information Search
Cultural, Social, Individual and
Psychological Factors affect all steps
Any unit of input affecting one or more of the five senses:
LIKE: Sight smell taste touch hearing, seeing
Internal stimulus – thinking, feeling et.
External stimulus – any aspect of the marketing mix,
such as product package, advertising, special price,
window display in a retail store.
Internal Information Search
External Information search
Use cutoff criteria
Rank attributes by
To buy or not to buy...
Determines which attributes are most important in influencing a consumer’s choice
Marketing can minimize through:
In the purchasing or consumer decision marketing process many Consumers experience cognitive dissonance. Ways to reduce it are:
1. Level of consumer involvement
2. Length of time to make decision
3. Cost of good or service
4. Degree of information search
5. Number of alternatives considered
Identify the types of consumer buying decisions and discuss the significance a of consumer involvement – factor 1 to consider in the process
Perceived Risk of Negative Consequences
Cultural Factors- learning outcome 5
Social Factors – learning outcome 6
Individual Factors – learning outcome 7
Psychological Factors – learning outcome 8
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.
Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct.
Enduring beliefs that a specific mode of conduct is personally or socially preferable to another mode of conduct. Core American values are
A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.
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.
Age Life Cycle
Beliefs & Attitudes
Consumer notices certain stimuli
and ignores others
Consumer changes or distorts information that conflicts
with feelings or beliefs
Consumer remembers only
that information that
supports personal beliefs
Perception - Process by which people select, organize,
and interpret stimuli into a meaningful and coherent picture.
Maslow’s Hierarchy of Needs
An experience changes behavior
Not learned through direct experience
Types of Learning
An organized pattern of knowledge that an individual holds as true about his or her world.
A learned tendency to respond consistently toward a given object.
Beliefs and Attitudes
A unique positioning designed to create a positive attitude toward this German wine.
Positioning Foster Beer Billboard
In Summary – We are Familiar with
1. Why marketing managers should understand consumer behavior
2. The components of the consumer decision-making process
3. The consumer’s postpurchase evaluation process
4. Types of consumer buying decisions and discuss the significance of consumer involvement
5. Cultural factors that affect consumer buying decisions
6. The social factors that affect consumer buying decisions
7. Individual factors that affect consumer buying decisions
8. The psychologicalfactors that affect consumer buying decisions