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MKTG - PowerPoint PPT Presentation

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MKTG. 5. CHAPTER. Consumer Decision Making. consumers make purchase decisions. Consumer behavior. = HOW. consumers use and dispose of product. Understanding Consumer Behavior. Importance of Consumer Behavior. Why study consumer behavior?

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Decision Making

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consumers make purchase decisions

Consumer behavior


consumers use anddispose of product

Understanding Consumer Behavior

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Importance of Consumer Behavior

  • Why study consumer behavior?

    • Complex: personality is a poor predictor of purchasing.

    • Purchasing agent is variable (no longer wife, husband, etc…)

    • May have + attitude

      without intent to buy

      (I like Jennifer Anniston

      v.s. I plan to see Anniston’s

      new movie; Mercedes)

    • Routine or involved


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Time (convenience stores a good value vs grocery?)

3. Atmospherics (how stores makes you feel)

What are some of the other things that makes you purchase a particular product?

2. Reason for purchase (gift vs personal use; restaurant choice)

An Involved Choice?

  • Previous experience, interest, risk, social visibility and purchase situation

  • Purchase situation includes:

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Need Recognition


Information Search


Cultural, Social, Individual and

Psychological Factors affect all steps


of Alternatives

(evoked set)




(satisfaction, cognitive dissonance)

Consumer Decision-Making Process

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Cognitive Dissonance


  • Buyer’s remorse

  • Ex: Neiman Marcus, United Airlines, and what else??

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Other Influences

  • Social factors (reference groups,

    opinion leaders, family)

  • Cultural factors (values,

    subcultures, class)

  • Individual factors

    (demographics, psychographics)

  • Psychological factors (perception, motivation, learning, and beliefs)

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Social Factors

Reference groups

  • Those you look to for guidance. What are some reference groups that you can think of??

  • Marketers: opinion leaders, influence others, usually type of product

  • Most influential for visible products (car vs mattress – function)

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Cultural Influences

  • Subcultures and values

  • Social Class is defined as people with the same status in a society.

  • It is NOT simply a function of income

    • Factors U.S.: usually measured

      • Occupation

      • Education

      • Housing

    • U.S. is fluid (change)

    • People over rank themselves

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Individual Influences

  • Demographic change

  • Change in lifestyles and attitudes

Betty Crocker pictures change as consumer attitudes and lifestyles also change.

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Oil of Olay Ads



People did not see the positive association between oil and beauty. As such, the second logo for Olay was changed and oil was taken out.

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Psychological Influences


  • Gathering & interpreting of information from the world around us.

  • The process involves:

    • Selective exposure

      • Seek what interests us, ignore others

      • Ex: political information and what else??

    • Selective distortion

      • Screen/modify ideas we disagree with

      • Ex: power of suggestion, Bugs Bunny, and what else??

    • Selective retention

      • Remember what you want

      • Ex: forget homework, photo memory

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A method of classifying human needs and motivations into five categories in ascending order of importance.


Maslow’s Hierarchy

of Needs

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Exhibit 5 five categories in ascending order of importance..5

Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs


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Safety Ad Appeal five categories in ascending order of importance.

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XBOX 360: Address what “needs?” five categories in ascending order of importance.

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Summary five categories in ascending order of importance.

  • Why study consumer behavior?

  • Involvement factors

    • Social, cultural, individual, psychological

  • Hierarchy of needs

  • Any questions?