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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin CONSUMER BEHAVIOR

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CONSUMER

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CONSUMER BEHAVIOR

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CONSUMER PURCHASE DECISION PROCESS

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Problem Recognition: Perceiving a Need

• Information Search: Seeking Value

CONSUMER PURCHASE DECISION PROCESS

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• Alternative Evaluation: Assessing Value Evaluative criteria Evoked set

• Purchase Decision: Buying Value

• Postpurchase Behavior: Value in Consumption or Use

Cognitive dissonance

CONSUMER PURCHASE DECISION PROCESS

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Involvement and Problem-Solving Variations

CONSUMER PURCHASE DECISION PROCESS

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Comparison of problem-solving variations

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• Involvement and Problem-Solving Variations• Routine Problem Solving

• Limited Problem Solving

• Extended problem Solving

• Involvement and Marketing Strategy

• Situational Influences

CONSUMER PURCHASE DECISION PROCESS

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Influences on the consumer purchase decision process

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• Motivation and Personality• Motivation

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Hierarchy of needs“Maslow”

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• Motivation and Personality• Personality

National character Self-concept

• Perception• Selective Perception

• Subliminal perception

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Perception• Perceived Risk

• Learning• Behavioral Learning

• Cognitive Learning

• Brand Loyalty

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

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• Values, Beliefs, and Attitudes• Attitude Formation

Attitude Beliefs

• Attitude Change

• Lifestyle

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

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VALSTM psychographic segments

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• Personal Influence• Opinion Leadership

• Word of Mouth

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

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• Reference Groups

• Family Influence• Consumer Socialization

• Family Life Cycle

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Modern US family life cycle

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• Family Influence• Family Decision Making

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Social Class

• Culture and Subculture• African-American Buying Patterns

• Hispanic Buying Patterns

• Asian Buying Patterns

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Chevy Impala Ad That Targets

Korean-Americans

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Chevy Venture Print Ad That

Targetsthe Chinese-

American Market

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Consumer behavior is the actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions.

Consumer behavior is the actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions.

Consumer Behavior

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The stages a buyer passes through in making choices about which products and services to buy is the purchase decision process.

The stages a buyer passes through in making choices about which products and services to buy is the purchase decision process.

Purchase Decision Process

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A consumer’s evaluative criteria represent both the objective and subjective attributes of a brand used to compare different products and brands.

A consumer’s evaluative criteria represent both the objective and subjective attributes of a brand used to compare different products and brands.

Evaluative Criteria

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An evoked set is the group of brands that a consumer would consider acceptable from among all the brands of the product class of which he or she is aware.

An evoked set is the group of brands that a consumer would consider acceptable from among all the brands of the product class of which he or she is aware.

Evoked Set

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A feeling of postpurchase psychological tension or anxiety is called cognitive dissonance.

A feeling of postpurchase psychological tension or anxiety is called cognitive dissonance.

Cognitive Dissonance

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Involvement is the personal, social, and economic significance of a purchase to a consumer.

Involvement is the personal, social, and economic significance of a purchase to a consumer.

Involvement

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Situational influences that have an impact on the purchase decision process are: (1) the purchase task, (2) social surroundings, (3) physical surroundings, 4) temporal effects, and (5) antecedent states.

Situational influences that have an impact on the purchase decision process are: (1) the purchase task, (2) social surroundings, (3) physical surroundings, 4) temporal effects, and (5) antecedent states.

Situational Influences

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Motivation is the energizing force that causes behavior that satisfies a need.

Motivation is the energizing force that causes behavior that satisfies a need.

Motivation

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Personality refers to a person’s consistent behaviors or responses to recurring situations.

Personality refers to a person’s consistent behaviors or responses to recurring situations.

Personality

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A national character is a distinct set of personality characteristics common among people of a country or society.

A national character is a distinct set of personality characteristics common among people of a country or society.

National Character

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A person’s self-concept is the way people see themselves and the way they believe other people see them.

A person’s self-concept is the way people see themselves and the way they believe other people see them.

Self-Concept

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Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

Perception

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Subliminal perception means that you see or hear messages without being aware of them.

Subliminal perception means that you see or hear messages without being aware of them.

Subliminal Perception

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An attitude is “a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.”

An attitude is “a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.”

Attitude

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Beliefs are a consumers subjective perception of how well a product or brand performs on different attributes.

Beliefs are a consumers subjective perception of how well a product or brand performs on different attributes.

Beliefs

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Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.

Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.

Lifestyle

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Perceived risk represents the anxieties felt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences.

Perceived risk represents the anxieties felt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences.

Perceived Risk

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Learning refers to those behaviors that result from (1) repeated experience and (2) thinking.

Learning refers to those behaviors that result from (1) repeated experience and (2) thinking.

Learning

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Brand loyalty is a favorable attitude toward and consistent purchase of a single brand over time.

Brand loyalty is a favorable attitude toward and consistent purchase of a single brand over time.

Brand Loyalty

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Individuals who exert direct or indirect social influence over others are called opinion leaders.

Individuals who exert direct or indirect social influence over others are called opinion leaders.

Opinion Leaders

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People influencing each other during their face-to-face conversations is called word of mouth:

Satisfied customers tell one person to every three that a dissatisfied customer tells

People influencing each other during their face-to-face conversations is called word of mouth:

Satisfied customers tell one person to every three that a dissatisfied customer tells

Word of Mouth

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.

Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.

Reference Groups

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is consumer socialization.

The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is consumer socialization.

Consumer Socialization

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The family life cycle concept describes the distinct phases that a family progresses through from formation to retirement.

The family life cycle concept describes the distinct phases that a family progresses through from formation to retirement.

Family Life Cycle

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Social class is defined as the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Social class is defined as the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Social Class

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Subgroups within the larger, or national, culture with unique values, ideas and attitudes are referred to as subcultures.

Subgroups within the larger, or national, culture with unique values, ideas and attitudes are referred to as subcultures.

Subcultures