Chapter consumer behavior six Copyright © 2015 McGraw-Hill Education. All rights reserved. No...
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Transcript of Chapter consumer behavior six Copyright © 2015 McGraw-Hill Education. All rights reserved. No...
chapter
consumer behavior
six
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
6-2
LEARNING OBJECTIVES
LO 6-1 Articulate the steps in the consumer buying process.
LO 6-2 Describe the difference between functional and psychological needs.
LO 6-3 Describe factors that affect information search.
LO 6-4 Discuss postpurchase outcomes.LO 6-5 List the factors that affect the consumer
decision process.LO 6-6 Describe how involvement influences
the consumer decision process.
6-3
The Consumer Decision ProcessNeed Recognition
Functional needs
Psychological needs
Royalt
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6-4
The Consumer Decision ProcessSearch for Information
Internal Search for Information
External Search for Information
Courtesy of Refinery29.com.
6-6
The Locus of Control
Internal Locus of Control = more search activities
External Locus of Control = Fate, external factors
Royalty-Free/CORBIS
©Comstock/JupiterImages
6-7
Actual or Perceived Risk
Performance risk
Financial risk
Social riskPhysiological risk
Psychological risks
6-8
The Consumer Decision ProcessEvaluation of Alternatives: Attribute
Sets
Universal
Retrieval
Evoked
6-9
The Consumer Decision ProcessEvaluation 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
6-10
The Consumer Decision ProcessEvaluation of Alternatives: Consumer Decision Rules
Cheerios 10 8 6 8 8.2
Post 8 9 8 3 7.1
Kashi 6 8 10 5 7.2
If the consumer makes a decision
using a compensatory decision rule,
which cereal will they choose?
If the consumer makes a decision
based only on Natural or
Organic claims, which cereal will
they choose?All photos: ©M. Hruby.
6-11
The Consumer Decision ProcessPurchase and Consumption
Increase Conversion rate
Reduce real or virtual abandoned carts
Merchandise in stock
Reduce the actual wait time
Handout/MCT/Newscom.
check yourself
6-13
1. Name the five stages in the consumer decision process.
2. What is the difference between a need and a want?
3. Distinguish between functional and psychological needs.
4. What are the various types of perceived risk?
5. What are the differences between compensatory and noncompensatory decision rules?
6-14
Factors Influencingthe Consumer Decision Process
• Product• Price• Place• Promotion
Marketing mix
• Motives• Attitudes• Perceptions• Learning• Lifestyle
Psychological factors
• Purchase situation
• Shopping situation
• Temporal state
Situational factors
• Family• Reference
groups• Culture
Social factors
Consumer
DecisionProcess
6-17
Psychological Factors: Learning and Lifestyle
Learning affects both attitudes and perceptions
Lifestyle involves decisions in spending time and money
Royalty-Free/CORBIS
6-19
Social Factors: Reference Groups
Groups• Family• Friends• Coworkers• Famous people
Provide:• information• rewards• self-image
6-21
Situational Factors
Purchase Situation
Shopping Situation
Courtesy Murphy O’Brien Public Relations/Santa Monica, CA
check yourself
6-22
1.What are some examples of specific 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 a job interview and (b) the choice of a college to attend?
3.List some of the tactics stores can use to influence consumers’ decision processes.
6-23
Involvement and Consumer Buying Decisions
High involvement Low involvement
Message (e.g., Ad)
• Greater attention• Deeper processing
• Less attention• Peripheral processing
Developsstrong
attitudesand
purchaseintentions
Generates weak
attitudes and
increased use
of cues
6-24
Types of Buying Decisions
• Extended Problem Solving
• Limited Problem Solving– Impulse Buying– Habitual Decision Making
Courtesy Wendy’s International, Inc.