C H A P T E R CONSUMER BEHAVIOR 05 - bs210 - homebs210.wikispaces.com/file/view/Chap005.pdf · 5-2...
Transcript of C H A P T E R CONSUMER BEHAVIOR 05 - bs210 - homebs210.wikispaces.com/file/view/Chap005.pdf · 5-2...
C H A P T E R
CONSUMER BEHAVIOR 05
McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
5-2
L E A R N I N G O B J E C T I V E S
Consumer Behavior
LO1 Articulate the steps in the consumer buying process.
LO2 Describe the difference between functional and psychological needs.
LO3 Describe factors that affect information search.
LO4 Discuss post-purchase outcomes.
LO5 List the factors that affect the consumer decision process.
LO6 Describe how involvement influences the consumer decision process.
5-5
Need Recognition
Functional needs
Psychological needs
Ro
yalt
y-Fr
ee
/CO
RB
IS
©D
igit
al V
isio
n/P
un
chS
tock
5-6
“It’s hard to find your litter box if you can’t smell it”
FRESH STEP® is a registered trademark of The Clorox Pet Products Company Used with permission ©2009 The Clorox Pet Products Company Reprinted with permission
5-9
The Locus of Control
Internal Locus of Control = more search activities
External Locus of Control = Fate, external factors
Royalty-Free/CORBIS
©Comstock/JupiterImages
5-13
Evaluation of Alternatives: Evaluate Criteria
Evaluative Criteria
Determinant Attributes
What are some of the features of a vacation that would be in your evaluative criteria?
Digital Vision/Getty Images
5-15
Evaluation of Alternatives: Decision Heuristics
Mental Shortcuts
Price
Brand
Product presentation
Amos Morgan/Getty Images
5-16
Check Yourself
1. What is the difference between a need and a want?
2. Distinguish between functional and psychological needs.
3. What are the various types of perceived risk?
4. What are the differences between compensatory and noncompensatory decision rules?
5-17
Purchase and Consumption
Increase Conversion rate
Reduce real or virtual
abandoned carts
Merchandise in stock
Reduce the actual wait time
5-18
Post-purchase: Customer Satisfaction
Build realistic expectations Demonstrate correct product use
Provide money back guarantee Encourage feedback
Customer contact
Digital Vision/Getty Images
5-19
Post-purchase: Dissonance
• Firm’s attempt to reduce dissonance by reinforcing the decision
• Thank you letters, congratulations letters, quality ratings
©Lars A Niki
5-20
Post-purchase: Customer loyalty
• Marketers attempt to solidify a loyal relationship.
• Satisfied customers purchases and buy from the same company again. ©Lou Cypher/Corbis
5-25
Psychological Factors: Perception
How has society’s perception of
people with tattoos changed in recent
years?
Rya
n M
cVay
/Ge
tty
Imag
es
5-26
Psychological Factors: Learning and Lifestyle
Learning affects both attitudes and perceptions
Lifestyle involves decisions in spending time and money
Royalty-Free/CORBIS
5-28
Social Factors: Reference Groups
Groups
•Family
•Friends
•Coworkers
•Famous people
Provide:
• information
•rewards
•self-image
5-29
Social Factors: Reference Groups
GEICO Commercial Photo by James Devaney/WireImage
5-30
Social Factors: Culture
Royalty-FreeCORBIS C Squared Studios/Getty Images
C Squared Studios/Getty Images Geoff Manasse/Getty Images
5-32
Situational Factors
Purchase Situation
Shopping Situation Courtesy Murphy O’Brien Public Relations/Santa Monica, CA
5-33
Check Yourself
1. What are the types of needs suggested by Maslow’s Hierarchy of Needs?
2. Which social factors likely have the most influence on:
a. The purchase of a new outfit for going out dancing?
b. The choice of a college to attend?
3. List some of the tactics stores can use to influence consumers’ decision processes.
5-35
Types of Buying Decisions
• Extended Problem Solving
• Limited Problem Solving
– Impulse Buying
– Habitual Decision Making
Courtesy Wendy’s International, Inc.