Dr. Hurrem Yilmaz Slide 5-2 CONSUMER BEHAVIOR CHAPTER 4
Dr. Hurrem Yilmaz CONSUMER PURCHASE DECISION PROCESS Slide 5-10 Purchase Decision Process Problem Recognition: Perceiving a Need
Dr. Hurrem Yilmaz Slide 5-11 Purchase decision process
Dr. Hurrem Yilmaz CONSUMER PURCHASE DECISION PROCESS Slide 5-12 Information Search: Seeking Value Internal Search Internal Search External Search External Search Personal Sources Public Sources Market-Dominated Sources
Dr. Hurrem Yilmaz Slide 5-13 Consumer Report’s evaluation of portable compact disc players (abridged)
Dr. Hurrem Yilmaz CONSUMER PURCHASE DECISION PROCESS Slide 5-14 Alternative Evaluation: Assessing Value Evaluative Criteria Evaluative Criteria Evoked Set Evoked Set Purchase Decision: Buying Value Postpurchase Behavior: Value in Consumption or UsePostpurchase Behavior: Value in Consumption or Use
Dr. Hurrem Yilmaz CONSUMER PURCHASE DECISION PROCESS Slide 5-16 Routine Problem Solving Routine Problem Solving Limited Problem Solving Limited Problem Solving Involvement and Problem-Solving VariationsInvolvement and Problem-Solving Variations Involvement Involvement Extended Problem Solving Extended Problem Solving Situational Influences
Dr. Hurrem Yilmaz Slide 5-18 Consumer involvement, knowledge, and problem-solving variations
Dr. Hurrem Yilmaz Slide 5-19 Influences on the consumer purchase decision process
Dr. Hurrem Yilmaz PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5-22 Motivation and Personality Motivation Motivation Personality Personality Self-Concept
Dr. Hurrem Yilmaz Slide 5-23 Hierarchy of needs
Dr. Hurrem Yilmaz PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5-24 Perception Selective Perception Selective Perception
Dr. Hurrem Yilmaz Slide 5-27 Fresh Step Crystals (Clorox) Why the Good Housekeeping Seal?
Dr. Hurrem Yilmaz Slide 5-28 Velocity Ad (Mary Kay) Why the free sample?
Dr. Hurrem Yilmaz PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5-29 Learning Behavioral Learning Behavioral Learning Drive Response Reinforcement Negative Reinforcement Stimulus Generalization Stimulus Discrimination Cognitive Learning Cognitive Learning Brand Loyalty Brand Loyalty
Dr. Hurrem Yilmaz PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5-31 Values, Beliefs, and Attitudes Attitude Formation Attitude Formation Attitude Attitude Beliefs Beliefs Attitude Change Attitude Change
Dr. Hurrem Yilmaz Slide 5-32 Colgate Ad How can marketers change attitudes?
Dr. Hurrem Yilmaz Slide 5-33 Bayer Ad How can marketers change attitudes?
Dr. Hurrem Yilmaz PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5-34 Lifestyle Psychographics Psychographics VALS ™ VALS ™
Dr. Hurrem Yilmaz SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5-39 Personal Influence Opinion Leaders Opinion Leaders Reference Groups Word of Mouth Word of Mouth
Dr. Hurrem Yilmaz Slide 5-41 Anna Kournikova for Omega Why use a celebrity spokesperson?
Dr. Hurrem Yilmaz
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR Slide 5-43 Family Influence Consumer Socialization Consumer Socialization Family Life Cycle Family Life Cycle Family Decision Making Family Decision Making Culture and Subculture Subcultures Subcultures
Dr. Hurrem Yilmaz Slide 5-45 Haggar Clothing Ad What role do family members have in the purchase of men’s clothing?
Dr. Hurrem Yilmaz Slide 5-48 BonneBell Cosmetics Ad A print ad targeting African- American women
Dr. Hurrem Yilmaz Slide 5-53 Mountain Dew Ad A print ad targeting young Hispanic men
Dr. Hurrem Yilmaz Slide 5-78 Consumer behavior is the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. Consumer Behavior
Dr. Hurrem Yilmaz Slide 5-79 The stages a buyer passes through in making choices about which products and services to buy is the purchase decision process. Purchase Decision Process
Dr. Hurrem Yilmaz Slide 5-80 The level of involvement a consumer has in a particular purchase depends on the personal, social, and economic consequences of that purchase to the consumer. Involvement
Dr. Hurrem Yilmaz Slide 5-81 Motivation is the energizing force that stimulates behavior to satisfy a need. Motivation
Dr. Hurrem Yilmaz Slide 5-82 Personality refers to a person’s consistent behaviors or responses to recurring situations. Personality
Dr. Hurrem Yilmaz Slide 5-83 Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. Perception
Dr. Hurrem Yilmaz Slide 5-84 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
Dr. Hurrem Yilmaz Slide 5-85 Learning refers to those behaviors that result from (1) repeated experience and (2) reasoning. Learning
Dr. Hurrem Yilmaz Slide 5-86 Brand loyalty is a favorable attitude toward and consistent purchase of a single brand over time. Brand Loyalty
Dr. Hurrem Yilmaz Slide 5-87 An attitude is a “learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.” Attitude
Dr. Hurrem Yilmaz Slide 5-88 Beliefs are one’s perception of how a product or brand performs on different attributes. Beliefs
Dr. Hurrem Yilmaz Slide 5-89 Opinion leaders individuals who have social influence over others. Opinion Leaders
Dr. Hurrem Yilmaz Slide 5-90 People influencing each other during conversations is called word of mouth. Word of Mouth
Dr. Hurrem Yilmaz Slide 5-91 Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. Reference Groups
Dr. Hurrem Yilmaz Slide 5-92 The family life cycle concept describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors. Family Life Cycle
Dr. Hurrem Yilmaz Slide 5-93 Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as subcultures. Subcultures