Influences on the consumer purchase decision process

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Presentation transcript:

Influences on the consumer purchase decision process Marketing mix influences Product Price Promotion Place Socio-cultural Influences Personal Influence Reference Groups Family Social Class Culture & Subculture Psychological Influences Motivation & Personality Perception Learning Values, Beliefs & Attitudes Lifestyle Consumer purchase decision process Problem Recognition Information Search Alternative Evaluation Purchase Decision Post-purchase Evaluation Situational influences Purchase Task Social Surroundings Physical Surroundings Temporal Effects Antecedent States

Purchase Decision Process Problem Recognition: Perceiving A Need Evaluation Of Alternatives: Assessing Value Postpurchase Behavior: Value in Consumption Or Use Information Search: Seeking Value Purchase Decision: Buying Value

Abraham Maslow Hierarchy of Needs Pyramid (5) Self Actualization (4) Esteem Needs (3) Social Needs (2) Safety Needs (1) Physiological Needs

Selective perception filters Messages Selective Exposure Selective Comprehension Selective Retention

Consumer involvement, knowledge, and problem-solving variations Low Routine Problem Solving (e.g., milk and bread) Consumer Involvement Limited Problem Solving (e.g., small appliances) Extended Problem Solving (e.g., stocks and bonds) High High Consumer Knowledge Low

Comparison of problem-solving variations

Ownership of consumer electronics among African-Americans, Hispanics and Asian Americans

Roles of family members in the purchase process for crayons

VALS 2 psychographic segments

Consumer Decision Making Models Attribute Analysis of Variance and Salience Properties 1- Product Examples Product Attributes Computer Memory, Software, Price Hotel ? Mouthwash ? Lipstick ? 2- Illustration: PC Brand Memory Graphics Software Price Capacity Capacity Diversity A 10 8 6 4 B 8 9 8 3 C 6 8 10 5 D 4 3 7 8

4- Planning, Policy Options 3- Decision Models 1: Ideal Brand Model 2: Constrained Brand Model 3: Conjunctive Model Minimum attribute levels screen out competition brands to yield reduced set. Ex. PC Brands equals or exceeds (7,6,7,2) 4: Disjunctive Model Brand must exceed minimum levels on only one or a few attributes. Ex. PC brand where memory>8; graphics>8 5: Lexicographic Model Brands are compared as to the most important attribute in a hierarchal manner. 4- Planning, Policy Options 1: Real Reposition 2: Psychological Reposition 3: Competitive Reposition 4: Salience Reposition 5: Position Neglected Attributes

Product Attribute Models Illustration A(a) = (.4)10+(.3)8+(.2)6+(.1)4 = 8.0 (b) = (.4)8 + (.3)9+(.2)8+(.1)4 = 7.8 (c) = (.4)6 + (.3)8+(.2)10+(.1)5=7.3 (d) = (.4)4 + (.3)3+(.2)7+(.1)8 = 4.7

Constrained Brand Model Ex.: (6,10,10,5) D(a) = .4[10-6] +.3[8-10] +.2[6-10] +.1[4-5] = 3.1 D(b) = .4[8-6] +.3[9-10] +.2[8-10] +.1[3-5] = 1.7 D( c) = .4[6-6] +.3[8-10] +.2[10-10] +.1[5-5] = 0.6 D(d) = .4[4-6] +.3[3-10] +.2[7-10] +.1[8-5] = 3.8

Buying Behavior and Marketing Strategies 1- Buying Behavior: Cognitive Input and Brand Dimensions Brand Differences Cognitive Involvement High Low Significant I-Complex IV-Variety Selling Buying Behavior Buying Behavior Insignificant II-Dissonance III-Habitual Buying Reducing Buying Behavior Behavior

2 - Schematic