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What’s Happening?

What’s Happening?. Folgers Ads http://www.chicagotribune.com/news/nationworld/chi-talk-tygirlzjan22,0,5205363.story http://www.eggs.ca/ContestsPromos/Default.aspx

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What’s Happening?

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  1. What’s Happening? • Folgers Ads • http://www.chicagotribune.com/news/nationworld/chi-talk-tygirlzjan22,0,5205363.story • http://www.eggs.ca/ContestsPromos/Default.aspx • These two are newer pepsi commercials- there is talk going around now about how the new pepsi slogan "yes you can" is playing off of the Obama "yes we can" slogan, especially since the pepsi logo is the obama logan just flipped upside down. • http://www.youtube.com/watch?v=MFAF-bR6Y0o • http://www.youtube.com/watch?v=_nK_HRfXGnY • http://www.youtube.com/watch?v=9A2Ap3DyvLg • http://ca.youtube.com/watch?v=qH1uo4UcPl4&e

  2. Consumer Buyer Behaviours Chapter 3

  3. Traditional factors affecting consumer purchasing behaviors • Demographics (age, gender, income, etc.) • Heredity and home environment • Family life cycle • Life changing events • Cultural environment • Social environment • Situational environment

  4. Consumer Decision-Making Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Evaluation

  5. Information Search Two ways of gathering information: 1. Internally 2. Externally

  6. Cognitive  Affective  Conative Affective  Conative  Cognitive Conative  Cognitive  Affective AttitudeSequence

  7. Evaluation of Alternatives Evoked set method 1. Evoked set 2. Inept set 3. Inert set Affect referral Multi-attribute approach – used more in B to B buying situations

  8. Cognitive mapping enhances movement of messages from short-term memory to long-term memory. Most persuasive messages reinforce current linkages. Repetition is necessary to establish new linkages. Difficult to modify or create new linkages. Principles concerning processing of information and cognitive mapping

  9. Common Reasons Purchases Are Made • Products/services provide utility • To satisfy physical needs • To satisfy psychological needs • To satisfy social needs • To satisfy emotional needs • To satisfy epistemic needs

  10. Trends and Factors in the Consumer Buying Environment • Age complexity • Gender complexity • Individualism • Active, busy lifestyles • Time pressures • Cocooning • Pleasure binges • Emphasis on health

  11. The Purchase Decision Decision to purchase a particular product may based on several decisions: • ____________ • ____________ • ____________ • ____________ • ____________

  12. How likely is each of the following marketing material to alter your purchase decision for food items? • An advertisement • A coupon • A sweepstake or contest offer • A price-off offer • An in-store display • The food package • A in-store sample • A billboard

  13. An advertisement directed to first families and the arrival of a new baby.

  14. Evaluation of product performance. Cognitive dissonance. Impacts future purchases. Impacts word-of-mouth communications. Postpurchase Evaluation

  15. Starbucks Video • http://multimedia.boston.com/pub/m/20888271/mcdonalds_mccafe_hipsters_commercial.htm

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