Factors that Influence Consumer Behavior n External Influences –Culture –Socioeconomic level...
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Transcript of Factors that Influence Consumer Behavior n External Influences –Culture –Socioeconomic level...
Factors that Influence Consumer Behavior External Influences
– Culture– Socioeconomic level– Reference groups– Households
Internal Influences– Personal needs and
motives– Experience– Personality and self-
image– Perception and
attitude
Chapter 3.1
Maslow’s Hierarchy of Needs
Physiological Needs Safety Needs Social and Belonging Needs Esteem Needs Self-actualization Needs
Chapter 3.2
Feedback
Figure 3.1. Needs Related to Consumer Behavior
Needs Motivation Behavioral intentions
Behavior
Chapter 3.3
Consumer Discretionary Purchasing over a Lifespan
Possession Experiences – less than 40 Catered Experiences – ages 40 to 60 Being Experiences – ages 60 to 80+
Chapter 3.4
Consumer Adoption Process
Innovators – 2.5% Early Adopters – 13.5% Early Majority – 34.0% Late Majority – 34.0% Laggards – 16.0%
Chapter 3.5
Consumer Decision-Making Model
Problem recognition Information search Evaluation of alternatives Purchase decision Post purchase evaluation
Chapter 3.6
Consumer Problem-Solving Processes
Compensatory– Consumers use a
product’s strengths in one or more areas to compensate for deficiencies in other areas
Noncompensatory– Conjunctive: exceed
minimums on all attributes
– Disjunctive: exceed minimum on at least one attribute
– Lexicographic: prioritize and consider one attribute at a time
Chapter 3.7
Consumer Problem-Solving Techniques
Routine Response Behavior – habitual response with little search or evaluation
Limited Problem Solving – some search and evaluation
Extended Problem Solving – extensive search and evaluation
Chapter 3.8
Characteristics of Organizational Buying
Larger volume purchases Derived demand More emphasis on specifications and
service Professional buyers and more
negotiation Repeat business Multiple buyers
Chapter 3.9
Members of an Organizational Buying Unit
Users – people that actually use the product Influencers – people with expertise who
may help determine specifications Buyers – people who make purchase Deciders – people with the authority to
select or approve a supplier Gatekeepers – people who control the flow
of information
Chapter 3.10