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Copyright © 2010 by Nelson Education Ltd. Chapter 4 Consumer Behaviour with Duane Weaver
Copyright © 2010 by Nelson Education Ltd. 4-2 Outline 1.Perception 2.Cultural Influences 3.Social Influence & Reference Groups 4.Family Roles 5.Motivation – (remember Maslow?) 6.Self Concept 7.Attitudes 8.Learning 9.Buying Process/Consumer Decision Making
Copyright © 2010 by Nelson Education Ltd. Write down the first thought that pops into your head when you see this image …the FIRST THOUGHT
Copyright © 2010 by Nelson Education Ltd. 4-4 Perceptions The meaning that a person attributes to incoming stimuli gathered through the five senses – sight, hearing, touch, taste, and smell
Copyright © 2010 by Nelson Education Ltd. Culture Values, beliefs, preferences, and tastes handed down from one generation to the next Culture is a broad environmental determinant of behaviour Core Values in Canadian Culture While some cultural values change over time, basic core values take much longer to evolve Examples: Importance of family; Peace and order Cultural Influences 4-5
Copyright © 2010 by Nelson Education Ltd. 4-6 Social Influences Group membership influences an individual’s purchase decisions and behaviour in both overt and subtle ways Groups establish norms of behaviour Differences in status and roles within groups also influence behaviour Norms The values, attitudes, and behaviours that a group deems appropriate for its members Status The relative position of any individual member in a group Roles Define behaviour that members of a group expect of individuals who hold specific positions within the group
Copyright © 2010 by Nelson Education Ltd. 4-7 Reference groups Groups whose value structures and standards influence a person’s behaviour Social Power of Reference Groups: “ the capacity to alter the actions of others” (Solomon, et. al, 2008, p. 315) is exemplified in the following 6 forms: 1.Referent Power – admired 2.Information Power – access to info. 3.Legitimate Power – social agreement (e.g. judge) 4.Expert Power – possess knowledge/skills 5.Reward Power – means to provide positive reinforcement 6.Coercive Power – effective in short term Social Influences
Copyright © 2010 by Nelson Education Ltd. 4-8 Social classes Groups whose rankings are determined by occupation, income, education, family background, and residence location Research identified six classes: 1.Upper-upper 2.Lower-upper 3.Upper-middle 4.Lower-middle 5.Working class 6.Lower class Social Influences
Copyright © 2010 by Nelson Education Ltd. 4-9 Family Influences Autonomic role― when the partners independently make equal numbers of decisions Husband-dominant role― when the husband makes most of the decisions Wife-dominant role― when the wife makes most of the decisions Syncratic role― when both partners jointly make most decisions
Copyright © 2010 by Nelson Education Ltd. 4-10 Personal Determinants of Consumer Behaviour
Copyright © 2010 by Nelson Education Ltd. 4-11 Needs and Motives Need An imbalance between a consumer’s actual and desired states Motive Inner state that directs a person toward the goal of satisfying a felt need
Copyright © 2010 by Nelson Education Ltd. 4-12 Self-Concept Theory Self-concept A person’s multifaceted picture of himself or herself, composed of the: Real self Self-image Looking-glass self Ideal self
Copyright © 2010 by Nelson Education Ltd. 4-13 Attitudes A person’s enduring favourable or unfavourable evaluations, emotional feelings, or action tendencies toward some object or idea Attitude Components Cognitive—individual’s knowledge about an object or concept Affective—deals with feelings or emotional reactions Behavioral—tendencies to act in a certain manner
Copyright © 2010 by Nelson Education Ltd. 4-14 Learning An immediate or expected change in behaviour as a result of experience The learning process includes: Drive—any strong stimulus that impels action Cue—any object in the environment that determines the nature of the consumer’s response to a drive Response—an individual’s reaction to a set of cues and drives Reinforcement—the reduction in drive that results from a proper response; creates bond between the drive and the purchase of the product
Copyright © 2010 by Nelson Education Ltd. 4-15 The Consumer Decision Process Consumers complete a step-by-step process when making purchase decisions High-involvement purchase decisions are those with high levels of potential social or economic consequences Low-involvement decisions are routine purchases that pose little risk to the consumer Cognitive dissonance Post-purchase anxiety that results from an imbalance among an individual’s knowledge, beliefs, and attitudes after an action or decision is taken Search Alternative Evaluation Purchase Decision Purchase Act Post- purchase Evaluation Problem Opportunity Recognition
Copyright © 2010 by Nelson Education Ltd. Thank You for your Time! 4-16
Marketing Instructor Abdel Fatah Afifi MA&T, MBA, PCT, ACPA 2 nd Semester 2009/2010.
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Chapter 5 Consumer Behavior.
Consumer Behavior Jeremy Kees, Ph.D.. Intrapersonal Factors Needs and Motives Perceptions Attitudes Learning Self-Concept.
Chapter Objectives Consumer Behavior CHAPTER Define consumer behavior and describe the role it plays in marketing decisions. Describe the interpersonal.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Consumer Behavior Chapter 9.
Chapter 3 Consumer decision-making Learning objectives 1Explain why marketing managers should understand consumer behaviour 2Analyse the components of.
Consumer Behavior Jeremy Kees, Ph.D.. Model of Consumer Behavior.
Chapter 2 Consumer decision-making. Learning objectives 1Explain why marketing managers should understand consumer behaviour 2 Analyse the components.
Chapter 6 © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole.
Consumer Behavior Process by which consumers and business buyers make purchase decisions. Buyer Behavior.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 1 Designed by Eric Brengle B-books, Ltd. CHAPTER 6 Consumer Decision Making Prepared by Amit.
Chapter 5Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 1. Explain why marketing managers should understand consumer.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Chapter 9 Consumer Behavior.
Consumer Decision Making Key Concepts. Consumer Behavior Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased.
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. 5-1 Consumer behavior.
1 Understanding Consumer Behavior Consumer behavior consumers make purchase decisions consumers use and dispose of product = HOW.
CHAPTER 5 Consumer Behavior Consumer Behavior Readings: Flat World Chapters 10, 3, Primary and Secondary Research (http://www.allbusiness.com/marketing/market-
Chapter 5Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 MKTG Lamb, Hair, McDaniel CHAPTER Consumer.
Needs Wants Drive Physiological needs Safety needs Social needs Personal needs Perception Selective exposure Selective.
Chapter 5Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by.
Copyright John Wiley & Sons 2007 Presentation prepared by Robin Roberts, Griffith University and Mike Spark, Swinburne University of Technology.
Chapter foundations of Chapter M A R K E T I N G Consumer Behaviour 8.
CHAPTER 6 ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR.
©2003 South-Western Chapter 4 Version 3e1 chapter Consumer Decision Making 4 4 Prepared by Deborah Baker Texas Christian University.
Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Consumer Decision Making © Nonstock/Jupiterimages 1 © iStockphoto.com/iStock.
Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 6 Consumer Decision Making © Nonstock/Jupiterimages.
Chapter Five Consumer and Business Buyer Behavior.
Principles of Marketing Lecture-15. Summary of Lecture-14.
Copyright © 2008 Pearson Education CanadaPrinciples of Marketing, Seventh Canadian Edition Chapter 6 Consumer Markets and Consumer Buyer Behaviour.
1Chapter 5 Marketing 7e, Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Consumer Decision Making Prepared by Deborah Baker Texas Christian University.
Consumer Markets and Consumer Buyer Behavior Chapter 5.
05 Consumer Behavior Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy.
Consumer Markets and Consumer Buyer Behaviour. Session Outline What is Consumer Buyer Behaviour Model of Consumer Behaviour Characteristics Affecting.
Customer behavior: a broad term that covers both individual consumers who buy goods and services for their own use and organizational buyers who purchase.
Key Concepts. Consumer behavior—the study of how individuals, groups, and organizations select, buy, and dispose of goods, services, ideas, or experiences.
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Part 2: Understanding Buyers and Markets 5.Consumer Behavior.
Why People Buy: Consumer Behavior. Consumer Behavior The process individuals and groups go through to select, purchase, or use goods, services, ideas,
For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 6: Behavioral Dimensions of the Consumer.
AB 219 Marketing Unit Three Consumer and Business Buyer Behavior Note: This seminar will be recorded by the instructor.
Consumer Behavior Chapter 5. What is Consumer Behavior? “The actions a person takes in purchasing and using products and services, including the mental.
Consumer Decisions: Psychology for Profit Chapter 6 & 7.
Chapter 6 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 6 Consumer Decision Making © Nonstock/Jupiterimages.
Chapter 5Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 6 CHAPTER Consumer Decision Making.
Consumer Behavior Chapter 6. What is Consumer Behavior? “Describes how consumers make purchase decisions and how they use and dispose of goods and services,
Chapter 5 Consumer Decision Making. Consumer Decision-Making Process Postpurchase Behavior Postpurchase Behavior Purchase Evaluation of Alternatives Evaluation.
Chapter 5Copyright ©2010 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Dana Freeman, B-books, Ltd.
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