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Learning ObjectivesLearning Objectives
1. Explain why marketing managers should
understand consumer behavior.
2. Analyze the components of the consumerdecision-making process.
3. Explain the consumers postpurchase
evaluation process.
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Learning Objectives (continued)Learning Objectives (continued)
4. Identify the types of consumer buying
decisions and discuss the significance of
consumer involvement.
5. Identify and understand the cultural factors
that affect consumer buying decisions.
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Learning Objectives (continued)Learning Objectives (continued)
6. Identify and understand the social factors
that affect consumer buying decisions.
7. Identify and understand the individualfactors that affect consumer buying
decisions.
8. Identify and understand the psychologicalfactors that affect consumer buying
decisions.
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Learning ObjectiveLearning Objective
Explain why
marketing managersshould understand
consumer behavior.
1
1
On Line
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http://www.newyork.org
On Line
http://www.newyork.com
http://www.newyork.org
http://www.newyork.com/http://www.netyork.org/http://www.netyork.org/http://www.newyork.com/http://www.netyork.org/http://www.newyork.com/8/8/2019 LHM Chapter 05 7e
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Consumer BehaviorConsumer Behavior
Processes a consumer uses to
make purchase decisions, as
well as to use and dispose ofpurchased goods or services;
also includes factors that
influence purchase decisionsand
the product use.
1
1
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Learning ObjectiveLearning Objective
Analyze the
components of theconsumer decision-
making process.
22
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Consumer Decision-Making ProcessConsumer Decision-Making Process
A five-step process usedby consumers when buying
goods or services.
22
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ConsumerConsumer
Decision-Making ProcessDecision-Making Process
PostpurchaseBehavior
PostpurchaseBehavior
PurchasePurchase
Evaluationof Alternatives
Evaluationof Alternatives
Information SearchInformation Search
Need RecognitionNeed Recognition
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactors
affectaffect
all stepsall steps
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactorsaffectaffect
all stepsall steps
22
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Need RecognitionNeed Recognition
Result of an imbalancebetween actual and
desired states.
22
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Need RecognitionNeed Recognition
Internal StimuliInternal Stimuliandand
External StimuliExternal Stimuli
Present
Status
Preferred
State
Marketing helps
consumers
recognize an
imbalance betweenpresent status and
preferred state
22
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StimulusStimulus
Any unit of input affecting one or more of the five senses:
sight
smell
taste
touch
hearing
22
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WantWant
Recognition of an
unfulfilled need and
a product
(or attribute or feature)
that will satisfy it.
22
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Recognition of Unfulfilled WantsRecognition of Unfulfilled Wants
When a current product isntperforming properly
When the consumer is runningout of a product
When another product seemssuperior to the one currently used
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Information SearchesInformation Searches
Process of recalling past
information stored
in the memory.
Process of seeking information
in the
outside environment.
Internal
External
22
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Information SearchInformation Search
Internal Information Search
Recall information in memory
External Information search
Seek information in outside
environment
Non-marketing controlled Marketing controlled
22
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External Information SearchesExternal Information Searches
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
22
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Evoked SetEvoked Set
Group of brands,
resulting from an information search,
from which a buyer
can choose.
22
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Evaluation of AlternativesEvaluation of Alternatives
Evoked SetEvoked Set
Purchase!Purchase!
Analyze product attributesAnalyze product attributesAnalyze product attributesAnalyze product attributes
Rank attributes byRank attributes byimportanceimportance
Rank attributes byRank attributes byimportanceimportance
Use cutoff criteriaUse cutoff criteriaUse cutoff criteriaUse cutoff criteria
22
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PurchasePurchase
To buyTo buyor not to buy...or not to buy...
Determines which attributesDetermines which attributes
are most importantare most important
in influencing ain influencing aconsumers choiceconsumers choice
22
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Learning ObjectiveLearning Objective
Explain the
consumerspostpurchase
evaluation process.
33
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Cognitive DissonanceCognitive Dissonance
Inner tension that a consumer experiences
after recognizing an inconsistency between
behavior and values
or opinions.
33
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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?
Postpurchase BehaviorPostpurchase Behavior
Can minimize through:Can minimize through:Effective CommunicationEffective Communication
Follow-upFollow-upGuaranteesGuarantees
WarrantiesWarranties
33
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Learning ObjectiveLearning Objective
Identify the types of
consumer buying
decisions and discuss
the significance
of consumer
involvement.
44
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Types of ConsumerTypes of Consumer
Buying DecisionsBuying Decisions
MoreInvolvementLessInvolvement
Routine
ResponseBehavior
RoutineResponseBehavior
Limited
DecisionMaking
LimitedDecisionMaking
Extensive
DecisionMaking
ExtensiveDecisionMaking
44
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Five Factors influencing DecisionsFive Factors influencing Decisions
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
44
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Continuum ofContinuum of
Consumer Buying DecisionsConsumer Buying Decisions44
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Routine Response BehaviorRoutine Response Behavior
Little involvement in selectionprocess
Frequently purchased low costgoods
May stick with one brand
Buy first/evaluate later
Quick decision
44
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Limited Decision MakingLimited Decision Making
Low levels of involvement
Low to moderate cost goods
Evaluation of a few alternative brands
Short to moderate time to decide
44
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Extensive Decision MakingExtensive Decision Making
High levels of involvement
High cost goods
Evaluation of many brands
Long time to decide
May experience cognitive dissonance
44
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Level of InvolvementLevel of Involvement44
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http://www.gardenburger.com
On Line
http://www.gardenburger.com
SituationSituation
Social VisibilitySocial Visibility
InterestInterest
Perceived Risk ofNegative
Consequences
Perceived Risk ofNegative
Consequences
PreviousExperience
PreviousExperience
FactorsFactorsDeterminingDetermining
Level ofLevel of
InvolvementInvolvement
FactorsFactorsDeterminingDetermining
Level ofLevel ofInvolvementInvolvement
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Marketing ImplicationsMarketing Implications
of Involvementof Involvement
High-involvementpurchases require:
Extensive andinformative promotionto
target market
Low-involvementpurchases require:
In-store promotion,eye-catching packagedesign, and good
displays
44
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Factors InfluencingFactors Influencing
Buying DecisionsBuying Decisions
SocialFactors
IndividualFactors
Psycho-logicalFactors
CulturalFactors
CONSUMERDECISION-MAKING
PROCESS
BUY /
DONT BUY
44
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Learning ObjectiveLearning Objective
Identify and
understand the
cultural factors that
affect consumer
buying decisions.
55
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CultureCulture
Set of values norms, attitudes,
and other meaningful symbols
that shape human behavior
and the artifacts, or products,
of that behavior as they are
transmitted from one
generation to the next.
55
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Cultural Influences onCultural Influences on
Buying DecisionsBuying Decisions
ValuesValues
LanguageLanguage
MythsMyths
CustomsCustoms
RitualsRituals
LawsLaws
Components ofComponents of
AmericanAmericanCultureCulture
Components ofComponents of
AmericanAmericanCultureCulture
Material ArtifactsMaterial Artifacts
55
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Culture is...Culture is...
LearnedLearned
FunctionalFunctional
PervasivePervasive
DynamicDynamic
55On Line
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http://www.chuckecheese.com
On Line
http://www.dead.net
http://www.chuckecheese.com
http://www.dead.net/http://www.chuckecheese.com/http://www.chuckecheese.com/http://www.dead.net/http://www.chuckecheese.com/http://www.dead.net/8/8/2019 LHM Chapter 05 7e
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ValueValue
Enduring belief that a specific
mode of conduct
is personally or socially preferable
to another
mode of conduct.
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Core American ValuesCore American Values
SuccessSuccess
MaterialismMaterialism
FreedomFreedom
ProgressProgress
YouthYouth
CapitalismCapitalism
CoreCoreAmericanAmericanValuesValues
CoreCore
AmericanAmericanValuesValues
55
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Global Language BlundersGlobal Language Blunders
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
55
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SubcultureSubculture
A homogeneous group
of people who share elements
of the overall culture as well as
unique elements of
their own group.
55
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Social ClassSocial Class
A group of people in a society
who are considered nearly
equal in status or community
esteem, who regularly socialize
among themselves both
formally and informally, and
who share behavioral norms.
55
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Social Class MeasurementsSocial Class Measurements
WealthWealth
Other VariablesOther Variables
IncomeIncome
EducationEducation
OccupationOccupation
Social ClassSocial Class
MeasurementsMeasurements
Social ClassSocial Class
MeasurementsMeasurements
55
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The Impact of Social ClassThe Impact of Social Class
on Marketingon Marketing
Indicates which medium to use for
advertising
Helps determine the best distribution
for products
55
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Learning ObjectiveLearning Objective
Identify and
understand the
social factors that
affect consumer
buying decisions.
66
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Social InfluencesSocial Influences
ReferenceGroups
ReferenceGroups
OpinionLeaders
OpinionLeaders
FamilyMembers
FamilyMembers
Social Influences onBuying Decisions
Social Influences onBuying Decisions
66
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McDaniel
Reference GroupReference Group
A group in society that
influences an individualspurchasing behavior.
66
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Reference GroupsReference Groups
ReferenceReferenceGroupsGroups
Direct
Indirect
Primary
Secondary
Aspirational
Non-aspirational
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Implications of Reference GroupsImplications of Reference Groups
1. They serve as information sourcesand influence perceptions
2. They affect an individualsaspiration levels
3. Their norms either constrain orstimulate consumer behavior
66
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Opinion LeadersOpinion Leaders
An individual who
influences the opinion
of others.
66
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Opinion LeadersOpinion Leaders
Movie Stars
Sports Figures
Celebrities
Peer Groups
Group Referrals
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FamilyFamily
ChildrenChildren
InfluenceInfluencePurchasePurchaseDecisionsDecisions
Purchase Rolesin the Family
Purchase Rolesin the Family
Initiators
Influencers
Decision Makers
Purchasers
Consumers
66
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http://www.gamespot.com
On Line
http://www.gamegirlz.com
http://www.gamespot.com
http://www.gamegirlz.com/http://www.gamespot.com/http://www.gamespot.com/http://www.gamegirlz.com/http://www.gamespot.com/http://www.gamegirlz.com/8/8/2019 LHM Chapter 05 7e
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Relationships among PurchasersRelationships among Purchasers
and Consumers in the Familyand Consumers in the Family66
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Learning ObjectiveLearning Objective
Identify andIdentify and
understand theunderstand the
individual factorsindividual factorsthat affect consumerthat affect consumer
buying decisions.buying decisions.
77
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Individual InfluencesIndividual Influences
GenderGenderAge
Family LifeCycle
AgeFamily Life
Cycle
PersonalitySelf-Concept
Lifestyle
PersonalitySelf-Concept
Lifestyle
IndividualInfluences
IndividualInfluences
77
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On Line
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Family Life CycleFamily Life Cycle
An orderly series of stages through which consumers attitudes
and behavioral tendencies evolve through maturity,
experience, and changing income and status.
77
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PsychographicsPsychographics
The analytical technique used
to examine consumer lifestyles
and to categorize consumers.
77
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McDaniel
Learning ObjectiveLearning Objective
Identify and
understand the
psychological factorsthat affect consumer
buying decisions.
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Psychological InfluencesPsychological Influences
PsychologicalPsychological
Influences onInfluences onBuying DecisionsBuying Decisions
PsychologicalPsychological
Influences onInfluences onBuying DecisionsBuying Decisions
PerceptionPerception
MotivationMotivation
LearningLearning
Beliefs & AttitudesBeliefs & Attitudes
88
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McDaniel
PerceptionPerception
Process by which people select,
organize, and interpret stimuli intoa meaningful and
coherent picture.
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PerceptionPerception
SelectiveSelectiveExposureExposure
SelectiveSelective
ExposureExposureSelectiveSelectiveDistortionDistortion
SelectiveSelective
DistortionDistortion
SelectiveSelectiveRetentionRetentionSelectiveSelectiveRetentionRetention
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McDaniel
PerceptionPerception
SelectiveExposure
SelectiveExposure
SelectiveDistortion
SelectiveDistortion
SelectiveRetentionSelectiveRetention
Consumer notices certain stimuliand ignores others
Consumer notices certain stimuliand ignores others
Consumer changes or distortsinformation that conflicts
with feelings or beliefs
Consumer changes or distortsinformation that conflicts
with feelings or beliefs
Consumer remembers onlythat information that
supports personal beliefs
Consumer remembers onlythat information thatsupports personal beliefs
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McDaniel
Notices only11 to 20 ads
Notices only11 to 20 ads
Exposure to over 250advertisement messages per day
Exposure to over 250advertisement messages per day
A Consumers Selective ExposureA Consumers Selective Exposure88
M k i I li i
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Marketing ImplicationsMarketing Implications
of Perceptionof Perception
Important attributes
Higher price
Brand names
Quality and reliability
Threshold level of perception
Product or repositioning changes
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Maslows Hierarchy of NeedsMaslows Hierarchy of Needs
A method of classifying human
needs and motivations into five
categories in ascending order
of importance.
88
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MotivationMotivation
MaslowsMaslowsHierarchy ofHierarchy of
NeedsNeeds
MaslowsMaslowsHierarchy ofHierarchy of
NeedsNeeds
PhysiologicalPhysiological
SafetySafety
SocialSocial
EsteemEsteem
Self-Self-ActualizationActualization
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LearningLearning
A process that creates
changes in behavior,
immediate or expected,
through experience
and practice.
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Types of LearningTypes of Learning
Types ofTypes ofLearningLearning
Types ofTypes ofLearningLearning DescriptionDescription
DescriptionDescription
ExperientialExperiential
ConceptualConceptual
An experience changes behaviorAn experience changes behavior
Not learned through direct
experience
Not learned through direct
experience
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Stimulus GeneralizationStimulus Generalization
A form of learning that occurs
when one response is
extended to a second stimulus
similar to the first.
88
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Beliefs and AttitudesBeliefs and Attitudes
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.
88
On Line
http://saveharry.com
http://www.cspinet.org
On Line
http://saveharry.com
http://www.cspinet.org
http://saveharry.com/http://www.cspinet.org/http://www.cspinet.org/http://saveharry.com/http://www.cspinet.org/http://saveharry.com/Top Related