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MQM 328 E & The Arts 1. Chapter 4: Consumer Behaviors. Basic Function of Marketing. Meeting Consumer Need by; Creating a product that fulfills a specific consumer need or Positioning your product in regards to the needs of a specific segment of the population. Meeting Consumer Needs.

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Mqm 328 e the arts 1

MQM 328E & The Arts 1

Chapter 4: Consumer Behaviors

Basic function of marketing
Basic Function of Marketing

  • Meeting Consumer Need by;

    • Creating a product that fulfills a specific consumer need or

    • Positioning your product in regards to the needs of a specific segment of the population

Meeting consumer needs
Meeting Consumer Needs

  • Consumers always base their purchase decision on two things

    • Internal (Previous experience)

    • External (Type of product, word of mouth, etc)

Consumer decision making
Consumer Decision Making

  • Based on three major types of variables

    • Those related directly to consumers themselves

    • Those related to the purchasing context or situation

    • Those related to the product being considered


  • Consumers will not purchase a product unless they are strongly motivated to do so.

  • Consumer motivation, a definition

    • The imbalance between the consumer’s current and desired state.

Individual variables
Individual Variables

  • Product involvement, a definition

    • The feeling of importance or personal interest associated with the product in a given situation

Individual variables1
Individual Variables

  • Product Involvement is a function of

    • Level of functional risk

      • The possibility that the product does not meet consumer expectations

    • Level of economic risk

      • The more expensive the product, the more complicated the decision making process is

Individual variables2
Individual Variables

  • Level of psychological risk

    • Must correspond to my own sense of self image

  • Level of social risk

    • What will others think?

Individual variables3
Individual Variables

  • Experience

    • The broader the experience, the shorter the decision making process

    • Many consumers are seeking continuity

    • Consumers categorize previous experiences into

      • Known

      • Unknown

      • Retained

      • Rejected

Individual variables4
Individual Variables

  • Socio-demographic variables

    • Have an impact on consumer behavior largely because they determine the intensity of existing risks

Individual variables5
Individual Variables

  • Personality

    • Least conclusive of all in terms of consumer behaviors

    • Some consumers tend to imitate peer behavior but a significant number seem to behave according to their own dispositions

Individual variables6
Individual Variables

  • Benefits sought

    • Many and varied

    • Many times consumers may not be able to articulate the benefits they seek

The decision making process
The Decision Making Process

  • The decision making process is often colored by highly emotional factors

The decision making process1
The Decision Making Process

  • Attitude

    • Requires both experience and involvement in the particular cultural product or category of cultural products

    • Allows the consumer to reach a decision simply, quickly, and effectively using positive past experience and the ensuing personal judgment

The decision making process2
The Decision Making Process

  • Cognitive processes

    • Used with products that require a high degree of involvement (as in an experienced consumer)

    • (Linear compensatory decision making model)

    • (

    • Conjunctive model)

The decision making process3
The Decision Making Process

  • Subordinate Processes

    • Used when the consumer lacks the time or ability to absorb the necessary product information

    • Decisions will then be based on imitation, recommendation, or compliance

The decision making process4
The Decision Making Process

  • Affective Processes

    • Relies heavily on emotional elements (love, hate, joy, boredom, fatigue, etc.)

    • Particularly common among consumers of cultural products

The decision making process5
The Decision Making Process

  • Habit

    • Characterized by a low level of involvement

    • Provides consumers with an easy, routine way of selecting a product, especially when the purchase or consumption involves very little risk

The decision making process6
The Decision Making Process

  • Impulse Purchasing

    • Characterized by a low level of involvement

    • Purchases are generally unplanned and of little consequences

Situational variables
Situational Variables

  • Period

  • Time available

  • Reference groups

  • Economic variables

  • Place

Information processing
Information Processing

  • A key function of marketing is to provide consumers with information

  • The more experience the consumer has, the less interested he will be in information from outside sources.