Gud PPt CB(Intro + Desision Process
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Transcript of Gud PPt CB(Intro + Desision Process
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Consumer BehaviorConsumer Behavior
Chapter FourChapter Four
Consumer
Behavior
Chapter Four
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Chapter Four: Consumer BehaviorChapter Four: Consumer Behavior
ObjectivesObjectives
Identify elements of a consumer behavior model.Identify elements of a consumer behavior model.
Address the five stages of the consumer decisionAddress the five stages of the consumer decision--making process.making process.
Describe consumer decision making in terms ofDescribe consumer decision making in terms ofextensive, limited, or routine problem solving.extensive, limited, or routine problem solving.
Describe psychological influences that impactDescribe psychological influences that impactconsumer behavior.consumer behavior.
Describe the social influences that impactDescribe the social influences that impactconsumer behavior.consumer behavior.
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A Consumer Behavior ModelA Consumer Behavior Model
Social influencesSocial influences
- Culture and subcultureCulture and subculture
-- Social classSocial class
-- Role and statusRole and status
-- Reference groupsReference groups
-- Family and householdFamily and household
- MotivationMotivation
-- PerceptionPerception-- BeliefsBeliefs
-- PersonalityPersonality
-- LifestyleLifestyle
ConsumerConsumer
BehaviorBehavior Psychological influencesPsychological influences
Situational influencesSituational influences
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The Consumer DecisionThe Consumer Decision--Making ProcessMaking Process
StagesStages
Problem
Recognition
Information
Search
Alternative
Evaluation
Purchase
Post-Purchase
Processes
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The Consumer DecisionThe Consumer Decision--Making Process (cont.)Making Process (cont.)
Problem recognition (creates need)Problem recognition (creates need)
Difference between actual and desired stateDifference between actual and desired state
Cues*Cues*
Information search (creates alternatives)Information search (creates alternatives) Internal information searchInternal information search
External information searchExternal information search
Evoked Set*Evoked Set*
ProblemRecognition
InformationSearch
AlternativeEvaluation
Purchase Post-PurchaseProcesses
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The Consumer DecisionThe Consumer Decision--Making Process (cont.)Making Process (cont.)
Alternative Evaluation (creates preferences)Alternative Evaluation (creates preferences) PricePrice
Ease ofuseEase ofuse PerformancePerformance
StyleStyle
e.g., Fishbein Model*e.g., Fishbein Model*
A = (bA = (biieeii) )
Where A is attitude,Where A is attitude,
b is belief, andb is belief, and
e is evaluative criterione is evaluative criterion
This step can be skipped if purchase
is habitual.
Consumers then rely on memory
of past purchases.
Problem
Recognition
Information
Search
Alternative
EvaluationPurchase Post-Purchase
Processes
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The Consumer DecisionThe Consumer Decision--Making Process (cont.)Making Process (cont.)
Purchase (creates possession)Purchase (creates possession)
Decision vs. BehaviorDecision vs. Behavior
Decision Rule*Decision Rule*
Intervening factors (second thoughts)Intervening factors (second thoughts)
Too expensiveToo expensive
ImpulsesImpulses
False informationFalse information
Purchase Intention Actual Purchase
ProblemRecognition
InformationSearch
AlternativeEvaluation
Purchase Post-PurchaseProcesses
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ProblemProblemRecognitionRecognition
InformationSearch
AlternativeEvaluation
Purchase Post-Purchase
Processes
The Consumer DecisionThe Consumer Decision--Making Process (cont.)Making Process (cont.)
PostPost--Purchase Processes (creates evaluation)Purchase Processes (creates evaluation)
Cognitive Consistency/Dissonance*Cognitive Consistency/Dissonance*
e.g. Buyers Remorsee.g. Buyers Remorse
Reduction Strategies/TacticsReduction Strategies/Tactics
Expectations influence level of satisfactionExpectations influence level of satisfaction
Quality refers to overall product quality, reliabilityQuality refers to overall product quality, reliability
and the extent to which it meets consumers needs.and the extent to which it meets consumers needs.
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Extended, Limited, and RoutineExtended, Limited, and Routine
Consumer Decision MakingConsumer Decision Making
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A Consumer Behavior ModelA Consumer Behavior Model
Social influencesSocial influences
- Culture and subcultureCulture and subculture
-- Social classSocial class
-- Role and statusRole and status
-- Reference groupsReference groups
-- Family and householdFamily and household
- MotivationMotivation
-- PerceptionPerception-- BeliefsBeliefs
-- PersonalityPersonality
-- LifestyleLifestyle
ConsumerConsumer
BehaviorBehavior Psychological influencesPsychological influences
Situational influencesSituational influences
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Unsatisfied need
or want
Hunger
Drive or motive
= stimulus
Go to Restaurant
Action, purchase good
Eat Food
Reduce need
or want
Not Hungry
Motivation (and Involvement*)Motivation (and Involvement*)
Psychological Influences on Consumer BehaviorPsychological Influences on Consumer Behavior
Involvement/Lucky Charms
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PerceptionPerception
Perception:Perception: The mannerin which we collect,The mannerin which we collect,
organize, and interpret informationorganize, and interpret information
Selective perception:Selective perception:-- Individuals pay attention to different stimuli, perceivingIndividuals pay attention to different stimuli, perceiving
them selectively.them selectively.
Selective distortion:Selective distortion:
-- Consumers adapt information to fit their own existingConsumers adapt information to fit their own existing
knowledge or beliefs (cognitive assonance).knowledge or beliefs (cognitive assonance).
Selective retention:Selective retention:
-- Consumers only retain information about a good or serviceConsumers only retain information about a good or service
that supports personal knowledge or beliefs (reducethat supports personal knowledge or beliefs (reducedissonance .dissonance .
Marketers Influence Perceptions
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LearningLearning
Cues
Stimuli Drive
Response: an attempt to
satisfy an individual drive
You see Jordan
drinking Sprite.Example: You too,
want
Sprite.
You buy
Sprite.
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AttitudesAttitudes
Values*Values*andand
BeliefsBeliefs
Attitudes:Attitudes: Relatively enduring and consistent feelings (affectiveRelatively enduring and consistent feelings (affectiveresponses) about a good or serviceresponses) about a good or service
Beliefs:Beliefs: Associations between a product and attributes ofthat productAssociations between a product and attributes ofthat product Fast food and smoking cause heart attacks.Fast food and smoking cause heart attacks.
Intel processors only exist in quality computers.Intel processors only exist in quality computers.
Marketers are trying to create positive attitudes about their products and
create beliefs that their products have desirable attributes.
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Personality and LifestylesPersonality and Lifestyles
Personality:Personality: An individuals uniqueAn individuals unique
psychological characteristics leading topsychological characteristics leading to
specific response tendencies over timespecific response tendencies over time
Lifestyles:Lifestyles: An individuals style ofliving asAn individuals style ofliving as
expressed through activities, interests, andexpressed through activities, interests, and
opinionsopinions Psychographics:Psychographics: Classification ofconsumersClassification ofconsumers
according to lifestyles and personalityaccording to lifestyles and personality
Personality and Buying
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Social Influences on Consumer BehaviorSocial Influences on Consumer Behavior
Culture:Culture: a societys personalitya societys personality A continuously changing totality oflearned and shared meanings, rituals, norms, andA continuously changing totality oflearned and shared meanings, rituals, norms, and
traditions among the members ofan organization or societytraditions among the members ofan organization or society
ValuesValues
Enduring beliefs about a specific mode ofconduct or desirable endEnduring beliefs about a specific mode ofconduct or desirable end--state that guides thestate that guides theselection or evaluation ofbehaviorselection or evaluation ofbehavior
Cultures are set apart by values, e.g. . . .
Western Cultures stress success, achievement, and competitiveness.
Eastern Cultures emphasize collective welfare.
TerminalTerminal InstrumentalInstrumental
ValuesValues
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Social Class, Role, and StatusSocial Class, Role, and Status
Influences on Consumer BehaviorInfluences on Consumer Behavior Social Classes:Social Classes: Share similar values, attitudes, interests,Share similar values, attitudes, interests,
and opinions. Can be determined by a combination ofand opinions. Can be determined by a combination of
occupation, education, income, wealth, and values.occupation, education, income, wealth, and values.
Role:Role: Behavior based on the activities people are expected to performBehavior based on the activities people are expected to performaccording to individuals around themaccording to individuals around them Role ofwomen in the United StatesRole ofwomen in the United States
Role ofwomen in Islamic countriesRole ofwomen in Islamic countries
Man in a marriage relationshipMan in a marriage relationship
Partners in a gay or lesbian relationshipPartners in a gay or lesbian relationship
Status:Status: The esteem that society bestows upon a particular roleThe esteem that society bestows upon a particular role
Soccer momSoccer mom
Company presidentCompany president
JudgeJudge
Car salespersonCar salesperson Adverti in creativeAdverti in creative
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Family and Household Influences onFamily and Household Influences on
Consumer BehaviorConsumer Behavior
Influence on consumers purchasing behaviorInfluence on consumers purchasing behavior
Decision makers and influencers ofdecisions:Decision makers and influencers ofdecisions:
HusbandHusband
WifeWife
ChildrenChildren
Cleaning personnelCleaning personnel
GuestsGuests
RoommatesRoommates
Parents and grandparents (decisionParents and grandparents (decision
makers) respond to childrens influencemakers) respond to childrens influence
in deciding which toys to purchase.in deciding which toys to purchase.
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Reference Groups and Opinion LeadersReference Groups and Opinion Leaders
Reference groups*:Reference groups*: Any group that positively orAny group that positively ornegatively affects a persons values, attitudes ornegatively affects a persons values, attitudes or
behaviorbehavior
Associate reference groupsAssociate reference groups::
-- Groups an individual belongs toGroups an individual belongs totthe individualhe individualadopts certain behavior patterns of these groups.adopts certain behavior patterns of these groups.
Dissociative reference groupsDissociative reference groups::
-- Groups people do not want to associate withGroups people do not want to associate with
Aspirational reference groupsAspirational reference groups::-- Groups an individual aspires to join or associate withGroups an individual aspires to join or associate with
Opinion Leaders*:Opinion Leaders*: A reference group member whoA reference group member whoprovides information about a specific sphere thatprovides information about a specific sphere that
interests reference group participants.interests reference group participants.
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OccasionOccasion
TimeTime
ImportanceImportance
Available FundsAvailable Funds
Marketing MixMarketing Mix
Etc.Etc.
Situational Influences onSituational Influences on
Consumer Behavior*Consumer Behavior*