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Perspectives on Consumer Behavior

Perspectives on Consumer Behavior. Problem recognition. Problem recognition. Motivation. Motivation. Information search. Information search. Perception. Perception. Alternative evaluation. Alternative evaluation. Attitude formation. Attitude formation. Purchase decision.

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Perspectives on Consumer Behavior

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  1. Perspectives onConsumer Behavior www.assignmentpoint.com

  2. Problem recognition Problem recognition Motivation Motivation Information search Information search Perception Perception Alternative evaluation Alternative evaluation Attitude formation Attitude formation Purchase decision Purchase decision Integration Integration Postpurchase evaluation Learning Consumer Decision-Making Process Decision Stage Psychological Process www.assignmentpoint.com

  3. Out of Stock Dissatisfaction New Needs or Wants Related Product Purchase Market-Induced Recognition New Products Sources of Problem Recognition www.assignmentpoint.com

  4. Maslow’s Hierarchy of Needs Self-actualization needs (self-development, realization) Esteem needs (self-esteem, recognition, status) Esteem needs (self-esteem, recognition, status) Social needs (sense of belonging, love) Social needs (sense of belonging, love) Safety needs (security, protection) Safety needs (security, protection) Physiological needs (hunger, thirst) Physiological needs (hunger, thirst) www.assignmentpoint.com

  5. Strong inhibitions Symbolic meanings Complex and unclear motives Surrogate behaviors Sigmund Freudian’s Psychoanalytic Approach Strong inhibition Symbolic meanings Subconscious Mind Surrogate behaviors www.assignmentpoint.com

  6. In-depth interviews Association tests Projective techniques Focus groups Probing the Minds of Consumers In-depth Interviews Association tests Focus groups www.assignmentpoint.com

  7. Some interesting findings of the motivation research1. A man’s purchase of a high-priced commodities for his wife proves his potency. 2. Women use perfume to attract a man, and glorify their existence.3. Consumers prefer large cars because they believe such cars protect them from the jungle of everyday driving.4. In most of the cases, people uplift themselves to others.5. In America, Most of the people know the consequences of the graduation but below A levels they don’t. www.assignmentpoint.com

  8. Reveals hidden feelings, drives and fears Qualitative results from very small samples Highlights importance of symbolic factors Varying, subjective interpretations Shifts attention from “what” to “how” and “why” Difficult or impossible to verify or validate “MR” Not All Positive or All Negative Pros Cons Reveals hidden feelings, drives and fears Qualitative results from very small samples Motivation Research Highlights importance of symbolic factors Varying, subjective interpretations Shifts attention from “what” to “how” and “why” www.assignmentpoint.com

  9. Personal sources Market (commercial) sources Public sources Personal experience Information Search www.assignmentpoint.com

  10. Selective attention Selective attention Selective comprehension Selective comprehension Selective retention The Selective Perception Process Selective exposure Selective exposure www.assignmentpoint.com

  11. Using Color to Focus Attention www.assignmentpoint.com

  12. All available brands Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Brand J Brand K Brand L Brand M Brand N Brand O Evoked Set of Brands Evaluation of Alternatives Brand B Brand E Brand F Brand I Brand M www.assignmentpoint.com

  13. Objective Subjective Price Warranty Service Style Appearance Image Two Forms of Evaluative Criteria Evaluative Criteria Objective www.assignmentpoint.com

  14. Product is seen as a bundle of attributes or characteristics. Different Perspectives: Marketer’s View seat Comfortable? Handle okay? Enough power? www.assignmentpoint.com

  15. Product Is Seen As A Set of Outcomes Functional Functional Psychological Different Perspectives: Consumer’s View Will the neighbors be impressed with my machine? How does it cut the taller grass? How close can I get to the undergrowth? Will my husband/ co-worker like it? Will it pull that little demo I saw at the store? Will the color match with my personality? www.assignmentpoint.com

  16. Individuals Products Ads Brands Media Companies Retailers Organizations Consumer Attitudes Focus on Objects Individuals Products Brands Attitudes Toward: Media Companies Retailers Organizations www.assignmentpoint.com

  17. Pre-evaluation Decision Post evaluation Integration processes Purchase intention Satisfaction Heuristics Priced-based, Promotion based. Dis-satisfaction Brand loyalty Affect referral decision rule Cognitive dissonance Purchase Decision and Evaluation www.assignmentpoint.com

  18. Brand Loyalty by Category www.assignmentpoint.com

  19. Culture Culture Social class Social class Reference groups Reference groups Situationaldeterminants External Influences on Consumer Behavior Subculture Subculture www.assignmentpoint.com

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