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Slide 5-1

Slide 5-1. C HAPTER. CONSUMER BEHAVIOR. Slide 5-2. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:. Describe the stages in the consumer decision process. Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving. Slide 5-3.

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Slide 5-1

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  1. Slide 5-1

  2. CHAPTER CONSUMER BEHAVIOR Slide 5-2

  3. AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO: • Describe the stages in the consumer decision process. • Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving. Slide 5-3

  4. AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO: • Identify major psychological influences on consumer behavior. • Identify major sociocultural influences on consumer behavior. Slide 5-4

  5. CONSUMER PURCHASEDECISION PROCESS • Consumer Behavior • Purchase Decision Process • Problem Recognition: Perceiving a Need Slide 5-6

  6. FIGURE 5-1 Purchase decision process Slide 5-7

  7. CONSUMER PURCHASEDECISION PROCESS • Information Search: Seeking Value • Internal Search • External Search • Personal Sources • Public Sources • Market-Dominated Sources Slide 5-8

  8. FIGURE 5-2Consumer Report’s evaluation of portable MP3-capable CD players Slide 5-9

  9. CONSUMER PURCHASEDECISION PROCESS • Alternative Evaluation: Assessing Value • Evaluative Criteria • Consideration Set • Purchase Decision: Buying Value Slide 5-10

  10. FIGURE 5-AWhat new car buyers consider most important in deciding what new car to buy Slide 5-11

  11. CONSUMER PURCHASEDECISION PROCESS • Purchase Decision: Buying Value • Postpurchase Behavior: Value in Consumption or Use • Cognitive Dissonance Slide 5-12

  12. CONSUMER PURCHASEDECISION PROCESS • Involvement and Problem-Solving Variations • Routine Problem Solving • Limited Problem Solving • Extended Problem Solving • Involvement and Marketing Strategy • Situational Influences Slide 5-15

  13. FIGURE 5-3Comparison of problem-solving variations Slide 5-16

  14. FIGURE 5-4Influences on the consumer purchase decision process Slide 5-18

  15. Concept Check 1. What is the first stage in the consumer purchase decision process? A: problem recognition Slide 5-19

  16. Concept Check 2. The brands a consumer considers buying out of the set of brands ina product class of which the consumer is aware is called the ______________. • consideration set Slide 5-20

  17. Concept Check 3. What is the term for postpurchase anxiety? A: cognitive dissonance Slide 5-21

  18. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Motivation and Personality • Motivation • Personality • Physiological Needs • Self-Concept • Safety Needs • Social Needs • Personal Needs • Self-Actualization Needs Slide 5-22

  19. FIGURE 5-5 Hierarchy of needs Slide 5-23

  20. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Perception • Selective Perception • Selective Perception • Selective Exposure • Selective Comprehension • Selective Retention • Subliminal Perception Slide 5-24

  21. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Perception • Perceived Risk • Obtain Seals of Approval • Secure Endorsements from Influential People • Provide Free Trials • Give Extensive Usage Instructions • Provide Warranties and Guarantees Slide 5-26

  22. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Learning • Behavioral Learning • Drive • Negative Reinforcement • Response • Stimulus Generalization • Reinforcement • Stimulus Discrimination • Cognitive Learning • Brand Loyalty Slide 5-29

  23. FIGURE 5-BBrand loyalty tendency by product category Slide 5-30

  24. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Values, Beliefs, and Attitudes • Attitude Formation • Attitude • Beliefs • Attitude Change • Change Beliefs About a Brand’s Attributes • Change Perceived Importance of Attributes • Add New Attributes to the Product Slide 5-31

  25. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Lifestyle • Psychographics • VALS™ • Thinkers • Experiencers • Believers • Makers • Achievers • Innovators • Strivers • Survivors Slide 5-33

  26. VALS™ Consumer Segments How do consumers make purchase decisions? Slide 5-35

  27. Concept Check 1. The problem with the Toro Snow Pup was an example of selective _____________. • comprehension Slide 5-36

  28. Concept Check 2. What three attitude-change approaches are most common? A: (1) Change beliefs about the extent to which a brand has certain attributes. (2) Change the perceived importance of attributes. (3) Add new attributes. Slide 5-37

  29. Concept Check 3. What does lifestyle mean? A: Lifestyle is a mode of living thatis identified by how people spend their time and resources, what they consider important in their environment, and what they thinkof themselves and the world around them . Slide 5-38

  30. SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR • Personal Influence • Opinion Leadership • Opinion Leaders • Word of Mouth Slide 5-39

  31. FIGURE 5-C Word of mouth influence Slide 5-41

  32. SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR • Reference Groups • Membership Group • Aspiration Group • Dissociative Group Slide 5-43

  33. SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR • Family Influence • Consumer Socialization • Family Life Cycle • Family Decision Making • Information Gatherer • Purchaser • Influencer • User • Decision Maker Slide 5-44

  34. FIGURE 5-6 Modern family life cycle Slide 5-45

  35. SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR • Social Class • Culture and Subculture • African American Buying Patterns • Hispanic Buying Patterns • Asian American Buying Patterns • Assimulated • Nonassimulated Slide 5-47

  36. Concept Check 1. What are the two primary forms of personal influence? A: opinion leadership; word of mouth Slide 5-50

  37. Concept Check 2. Marketers are concerned with which types of reference groups? A: membership group; aspiration group; dissociative group Slide 5-51

  38. Concept Check 3. What two challenges must marketers overcome when marketing to Hispanics? A: diversity of its subcultures; the language barrier Slide 5-52

  39. TRACKING BUYING POWER OF CONSUMERS GOING ONLINE Slide 5-53

  40. Going Online • 1.What is the most recent estimate of the buying power of African Americans, Hispanics, and Asian Americans in the United States? Slide 5-54

  41. Going Online • 2.In which states is African American buying power the highest? Which states have the highest Hispanic and Asian American buying power? Slide 5-55

  42. THE SOUND OF MUSIC AND CONSUMER BEHAVIOR SUPPLEMENTALLECTURE NOTE 5-1 Slide 5-56

  43. MISTAKES MUY GRANDE SUPPLEMENTALLECTURE NOTE 5-2 Slide 5-57

  44. KEN DAVIS PRODUCTS, INC.: SAUCES FOR ALL TASTES VIDEO CASE 5 Slide 5-58

  45. VIDEO CASE 5Ken Davis Products • 1.In what ways have American eating habits changed over the past decade that affect a barbecue sauce manufacturer? Slide 5-61

  46. VIDEO CASE 5Ken Davis Products • 2.What are the two or three main(a) objective evaluative criteria and (b) subjective evaluative criteria consumers of Ken Davis barbecue sauces might use? Slide 5-62

  47. VIDEO CASE 5Ken Davis Products • 3.How can Ken Davis Products do marketing research on consumers to find out what they eat, to learn how they use barbecue sauces, and to get ideas for new products? Slide 5-63

  48. VIDEO CASE 5Ken Davis Products • 4.(a) Do you think a small, local company such as Ken Davis Products should have entered the market as a premium-priced product or a low-priced product? (b) What should be its pricing strategy be today? Slide 5-64

  49. VIDEO CASE 5Ken Davis Products • 5.What do you see are the(a) satisfactions and (b) concerns of being in business for yourself? Slide 5-65

  50. THE JAMISONS BUY AN ESPRESSO MACHINE APPENDIX D CASE D-5 Slide 5-66

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