2007 Pearson Education Canada1 Marketing 11 Chapter 4 Consumer Buying Behaviour Lesson 2: Lesson 2: Influences on Consumer Behaviour pp The Hierarchy of Needs pp

2007 Pearson Education Canada2 Consumer Buying Behaviour How people think and act when they purchase products.

2007 Pearson Education Canada3 Consumer Behaviour Influences Consumer Marketing Company (Image) Company (Image) Personal Social Cultural Psychological

2007 Pearson Education Canada4 Influences on Consumer Behaviour Psychological Influences Psychological Influences –Needs & motives –Personality and self-concept –Attitudes & perceptions Personal Influences Personal Influences –Lifestyle –Age and life cycle –Technology –Economic situation Social influences Social influences –Reference groups –Family –Social class Cultural influences Cultural influences –Culture –Subculture –Regional differences

2007 Pearson Education Canada5 Influences on Consumer Behaviour Marketing Marketing –Product –Price –Place –Promotion Company Company –Image –Reputation

2007 Pearson Education Canada6 Psychological Influences: Needs and Motivation Theory Need Motive Something is missing! Something happens to encourage you to satisfy a need.

2007 Pearson Education Canada7 Psychological Influences: Hierarchy of Needs Self-Actualization Esteem Social Safety Physiological

2007 Pearson Education Canada8 Principles of Hierarchy of Needs 1. When lower-level needs are satisfied, a person moves up to higher-level needs. 2. Satisfied needs do not motivate. Instead, needs yet to be satisfied influence behaviour.

2007 Pearson Education Canada9 Assignment Homework: –Read Chapter 4 pages 87 – 89 –Complete WSH 4.2 –Hierarchy of Needs – Mini Poster Activity

2007 Pearson Education Canada10 Hierarchy of Needs Mini-Poster Activity: Using the computer, create a mini-poster (11”x17”) that identifies: 1.Each level in the hierarchy of needs 2.A product/service that would help satisfy the need at each level 3.A slogan and a picture for each product, taking into account the need level being met 4.The poster must be neat and colorful. Be creative!