  Needs   Wants   Drive   Physiological needs   Safety needs   Social needs   Personal needs   Perception   Selective exposure   Selective perception   Selective retention   Learning Process   Attitude   Belief   Psychographics   Lifestyle analysis MKT 304: Chap 5 Key Terms   Social class   Reference group   Opinion leader   Culture   Extensive problem solving   Limited problem solving   Routinized response behavior   Low-involvement purchases   High-involvement purchases   Adoption process   Dissonance

A View Consumer Behavior Exhibit 5-2

Motivation: Maslow’s Hierarchy of Needs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Process by which individuals select, organize, and interpret information Factors that shape perception: –Stimuli (the five senses) –Context (the background or setting) –Consumer (experiences and knowledge) Perception

The process of changing the content of long-term memory Learning

Drive Cues Response Learning Determines What Response is Likely Reinforcement

Attitude: a point of view Attitude: a point of view Belief: an opinion Attitude: a point of view Attitude: a point of view Belief: an opinion Ethical Issues May Arise Work With Existing Attitudes Need to Understand attitudes & Beliefs Need to Understand Attitudes & Beliefs Attitudes Influence Consumer Behavior Meeting Expectations Is Important Key Concepts Key Concepts

Interests Activities Interests Personality and Lifestyle Analysis (Psychographics) Personality: how people see things Opinions

Social Class Influences Consumer Behavior +

Education Income Social Class Occupation SocialClass

Reference Groups Opinion Leaders Culture Other Social Influences

Purchase Reason Time Available Purchase Reason Time Available Purchase Situation Influences Consumer Behavior Physical Surroundings

Social Influences Marketing Mixes Psychological Variables Purchase Situation All Other Stimuli Person Making Decision Social Influences Psychological Variables Purchase Situation Consumers Use Problem Solving Processes ( Need-want Awareness Information Search Set Criteria Decide on Solution Purchase Product Routinized Response Feedback of Information as Attitudes Postpurchase Evaluation Postpone Decision Response

Consumer Problem Solving Process Problem Recognition Internal & External Search Alternative Evaluations Purchase Post Purchase Evaluation Recognize That A Need Exists Search for Products To Fill the Need Rank Available Products Select the Best Product Evaluate the Product