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MKTG

MKTG. 6. CHAPTeR. Consumer Decision Making. Consumers ………purchase decisions. Consumer behavior. = HOW. consumers ………and ………of product. Understanding Consumer Behavior. Importance of Consumer Behavior. Why study consumer behavior?

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MKTG

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  1. MKTG 6 CHAPTeR Consumer Decision Making

  2. Consumers ………purchase decisions Consumer behavior = HOW consumers ………and………of product UnderstandingConsumerBehavior

  3. Importance of Consumer Behavior • Why study consumer behavior? • Complex: personality is a poor predictor of purchasing. • Purchasing agent is variable (no longer wife, husband, etc…) • May have + attitude without intent to buy (I like Jennifer Anniston v.s. I plan to see Anniston’s new movie; Mercedes) • Routine or involved decisions

  4. The Consumer Decision Process

  5. Need Recognition ………. stimuli ……..stimuli

  6. Search for Information

  7. Factors Affecting Consumers’ Search Process Perceived Benefits Perceived Benefits

  8. Actual or Perceived Risk

  9. Actual or Perceived Risk

  10. Time (convenience stores a good value vs grocery?) 3. Atmospherics (how stores makes you feel) What are some of the other things that makes you purchase a particular product? 2. Reason for purchase (gift vs personal use; restaurant choice) An Involved Choice? • Previous experience, interest, social visibility and purchase situation • Purchase situation includes:

  11. Purchase Situation by Gender

  12. The Consumer Decision Process

  13. Evaluation of Alternatives: Attribute Sets/ Evaluative criteria

  14. Post purchase

  15. Cognitive Dissonance Dissonance • Buyer’s remorse • How do companies try to reduce it??

  16. Other Influences • Social factors (reference groups, opinion leaders, family) • Cultural factors (values, subcultures, class) • Individual factors (demographics, psychographics) • Psychological factors (perception, motivation, learning, and beliefs)

  17. Social Factors Reference groups • Those you look to for guidance. What are some reference groups that you can think of?? • Marketers: opinion leaders, influence others, usually type of product • Most influential for visible products (car vs mattress – function)

  18. Cultural Factors • Subcultures and values • Social Class is defined as people with the same status in a society. • It is NOT simply a function of income • Factors U.S.: usually measured • Occupation • Education • Housing • U.S. is fluid (change) • People over rank themselves

  19. 1936 1965 1972 1986 1980 current Individual Factors • Demographic change • Change in lifestyles and attitudes Betty Crocker pictures change as consumer attitudes and lifestyles also change.

  20. Oil of Olay Ads Before After People did not see the positive association between oil and beauty. As such, the second logo for Olay was changed and oil was taken out.

  21. Psychological Factors Perception • Gathering & interpreting of information from the world around us. • The process involves: • Selective exposure • Seek what interests us, ignore others • Ex: political information and what else?? • Selective distortion • Screen/modify ideas we disagree with • Ex: power of suggestion, Bugs Bunny, and what else?? • Selective retention • Remember what you want • Ex: forget homework, photo memory

  22. Selective Distortion

  23. A method of classifying human needs and motivations into five categories in ascending order of importance. Motivation Maslow’s Hierarchy of Needs

  24. Exhibit 5.5 Maslow’s Hierarchy of Needs Maslow’s Hierarchy of Needs

  25. Safety Ad Appeal

  26. Involvement and Consumer Buying Decisions

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