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Principles of Marketing BA 3365 Section 006 Consumer Behavior

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  1. Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005

  2. 5 CONSUMER BEHAVIOR CHAPTER

  3. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Outline the stages in the consumer decision process. • Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.

  4. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Explain how psychological influences affect consumer behavior, particularly purchase decision processes. • Identify major sociocultural influences on consumer behavior and their effects on purchase decisions.

  5. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.

  6. CONSUMER BEHAVIOR • SAVVY AUTOMAKERS KNOW THEIR CUSTOM(H)ER • Consumer behavior

  7. Purchase decision process CONSUMER PURCHASE DECISION PROCESS

  8. FIGURE 5-2Consumer Reports’ evaluation of portable compact disc players (abridged)

  9. CONSUMER PURCHASE DECISION PROCESS • Alternative Evaluation: Assessing Value • Evaluative criteria • Evoked set • Purchase Decision: Buying Value • Postpurchase Behavior: Value in Consumption or Use • Cognitive dissonance

  10. CONSUMER PURCHASE DECISION PROCESS • Involvement and Problem-Solving Variations

  11. FIGURE 5-3Comparison of problem-solving variations

  12. CONSUMER PURCHASE DECISION PROCESS • Involvement and Problem-Solving Variations (cont) • Routine Problem Solving • Limited Problem Solving • Extended problem Solving • Involvement and Marketing Strategy • Situational Influences

  13. FIGURE 5-4 Influences on the consumer purchase decision process

  14. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR • Motivation and Personality • Motivation • Personality • National character • Self-concept • Perception • Selective Perception • Subliminal perception • Perceived Risk

  15. FIGURE 5-5Hierarchy of needs

  16. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR • Learning • Behavioral Learning • Cognitive Learning • Brand Loyalty

  17. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR • Values, Beliefs, and Attitudes • Attitude Formation • Attitude • Beliefs • Attitude Change • Lifestyle

  18. VALSTM psychographic segments

  19. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Personal Influence • Opinion Leadership • Word of Mouth • Reference Groups • Family Influence • Consumer Socialization • Family Life Cycle • Family Decision Making

  20. FIGURE 5-7Modern family life cycle

  21. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Social Class • Culture and Subculture • African-American Buying Patterns • Hispanic Buying Patterns • Asian Buying Patterns