CB PRSNTN ch04
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Transcript of CB PRSNTN ch04
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Prepared by:Prepared by:--
SumantSumant TiwariTiwari
SumitSumit KhannaKhannaSumitSumit KK UpadhyayUpadhyay
SwetaSweta JaiswalJaiswal
TanvirTanvir AhmadAhmad
MBAMBA--34 Group34 Group
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CONSUMER DECISION MAKING PROCESSCONSUMER DECISION MAKING PROCESS
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Processes a consumer uses
to make purchase decisions,
as well as to use and
dispose of purchased goods
or services; also includes
factors that influencepurchase decisions and
the product use.
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Analyze the componentsAnalyze the components
of the consumerof the consumerdecisiondecision--making process.making process.
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A five-step process usedby consumers when buying
goods or services.
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PostpurchaseBehavior
Purchase
Evaluation
of Alternatives
Infor ation earch
Need Recognition
Cultural, ocial,Cultural, ocial,Individual andIndividual andPsychologicalPsychological
FactorsFactorsaffectaffect
all stepsall steps
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Result of an imbalancebetween actual and
desired states.
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Internal StimuliInternal Stimuliandand
External StimuliExternal Stimuli
Present Status
Preferred State
Marketing helps
consumers
recognize animbalance between
present status and
preferred state
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Any unit of input affecting
one or more of the five
senses:
sight
smell
taste
touch
hearing
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Recognition of an
unfulfilled need and
a product
(or attribute or feature)
that will satisfy it.
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When a current product isnt
performing properly
When the consumer is running
out of an product
When another product seems superior
to the one currently used
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Process of recalling past
information stored
in the memory.
Internal
Process of seeking
information in the
outside environment.
External
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Internal Information Search
Recall information in memory
External Information search
Seek information in outside
environment
Non-marketing controlled Marketing controlled
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Need MoreNeed More
InformationInformation
More RiskMore RiskLess knowledgeLess knowledge
Less productLess productexperienceexperience
High level of interestHigh level of interest
Less RiskLess RiskMore knowledgeMore knowledge
More productMore productexperienceexperience
Low level of interestLow level of interest
Need LessNeed Less
InformationInformation
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Group of brands,
resulting from an
information search,
from which a buyer
can choose.
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Evoked SetEvoked Set
Purchase!Purchase!
Evaluation of ProductsEvaluation of Products
Analyze product attributesAnalyze product attributes
Use cutoff criteriaUse cutoff criteria
Rank attributes byRank attributes byimportanceimportance
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Determines which attributesDetermines which attributes
are most importantare most importantin influencing ain influencing a
consumers choiceconsumers choice
To buyTo buyor not to buy...or not to buy...
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Explain the consumersExplain the consumers
postpurchase evaluation process.postpurchase evaluation process.
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Inner tension that a
consumer experiences
after recognizing an
inconsistency between
behavior and values
or opinions.
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Can minimize through:Effective Communication
Follow-upGuarantees
Warranties
Cognitive DissonanceCognitive Dissonance
Did I make a good decision?Did I make a good decision?
Did I buy the right product?Did I buy the right product?
Did I get a good value?Did I get a good value?
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Identify the types ofIdentify the types of
consumer buying decisionsconsumer buying decisionsand discuss the significanceand discuss the significance
of consumer involvement.of consumer involvement.
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MoreInvolvement
LessInvolvement
Routine
ResponseBehavior
Limited
DecisionMaking
Extensive
DecisionMaking
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1.Level of consumer involvement
2.Length of time to make decision
3.Cost of good or service
4.Degree of information search
5.Number of alternatives considered
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Little involvement in selection process
Frequently purchased low cost goods
May stick with one brand
Buy first/evaluate later
Quick decision
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Low levels of involvement
Low to moderate cost goods
Evaluation of a few alternative brands
Short to moderate time to decide
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High levels of involvement
High cost goods
Evaluation of many brands
Long time to decide
May experience cognitive dissonance
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Situation
Social Visibility
Interest
Perceived Risk ofNegative
Consequences
PreviousExperience
FactorsDetermining
Level ofInvolvement
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Social
Factors
IndividualFactors
Psycho-logicalFactors
Cultural
Factors CONSUMERDECISION-
MAKINGPROCESS
BUY /
DONT BUY
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I
dentify and understand theI
dentify and understand thecultural factors that affectcultural factors that affect
consumer buying decisions.consumer buying decisions.
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Set of values norms,
attitudes, and other
meaningful symbols thatshape human behavior and
the artifacts, or products, of
that behavior as they are
transmitted from one
generation to the next.
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Values
Language
Myths
Customs
Rituals
Laws
Components ofComponents ofAmericanAmericanCultureCulture
Material Artifacts
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Learned
Functional
Pervasive
Dynamic
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Enduring belief that a
specific mode of conduct
is personally or socially
preferable to another
mode of conduct.
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Success
Materialism
Freedom
Progress
Youth
Capitalism
CoreCore
AmericanAmericanValuesValues
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Chevrolets Nova translated to No Go
Coors Turn it Loose became
Suffer from Diarrhea
Toyotas MR2 sounded like aswearword in French
Coca-Cola in Chinese meansbite the wax tadpole
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A homogeneous group
of people who share
elements of the overall
culture as well as
unique elements of
their own group.
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A group of people in a
society who are considered
nearly equal in status orcommunity esteem, who
regularly socialize among
themselves both formally
and informally, and who
share behavioral norms.
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Identify and understand theIdentify and understand the
social factors that affectsocial factors that affect
consumer buying decisions.consumer buying decisions.
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ReferenceGroups
Opinion Leaders
Family Members
Social Influences onBuying Decisions
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A group in society that
influences an individuals
purchasing behavior.
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Types ofTypes ofReferenceReference
GroupsGroups
Direct
Indirect
Primary
Secondary
Aspirational
Non-aspirational
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They serve as information sources andinfluence perceptions
They affect an individuals aspirationlevels
Their norms either constrain orstimulate consumer behavior
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An individual who
influences the opinion
of others.
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Purchase Rolesin the Family
Instigators
Influencers
Decision-Makers
Purchasers
Consumers
ChildrenChildrenInfluenceInfluencePurchasePurchaseDecisionsDecisions
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Identify and understand theIdentify and understand the
individual factors that affectindividual factors that affect
consumer buying decisions.consumer buying decisions.
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Gender
AgeFamily Life Cycle
Personality
Self-ConceptLifestyle
IndividualInfluences
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The analytical technique
used to examine consumer
lifestyles and to categorize
consumers.
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Identify and understand theIdentify and understand the
psychological factors that affectpsychological factors that affect
consumer buying decisions.consumer buying decisions.
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PsychologicalPsychologicalInfluences onInfluences on
Buying DecisionsBuying Decisions
Perce tion
oti ation
Learning
Beliefs & Attitudes
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Process by which people
select, organize, and
interpret stimuli into
a meaningful and
coherent picture.
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SelectiveSelectiveExposureExposureSelectiveSelectiveExposureExposure SelectiveSelectiveDistortionDistortionSelectiveSelectiveDistortionDistortion
SelectiveSelectiveRetentionRetentionSelectiveSelectiveRetentionRetention
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Notices only11 to 20 ads
Exposure to over 250advertisement messages per day
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Important attributes
Higher price
Brand namesQuality and reliability
Threshold level of perception
Product changes
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A process that creates
changes in behavior,immediate or expected,
through experience
and practice.
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Types ofTypes ofLearningLearning
DescriptionDescription
Experienti l
Conceptu l
nexperience changesehavior
N
ot learned through directexperience
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A form of learning that
occurs when one responseis extended to a second
stimulus similar to the first.
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An organized pattern of
knowledge that an individual
holds as true about his
or her world.
Belief
Attitude
A learned tendency to
respond consistently
toward a given object.
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