Download presentation
Presentation is loading. Please wait.
1
Why are we all so bad at shopping?
Choices of product (good/service) Pet Car Tablet/Laptop Health club membership
2
Consumer Decision Making
chapter Chapter 5 Version 6e
3
Consumer Decision-Making Process
A ____________ process used by consumers when buying goods or services.
4
Consumer Decision-Making Process
_____________ ______________ __________________ Factors affect all steps Chapter 5 Version 6e
5
Need Recognition Present Status Preferred State Marketing helps consumers recognize an imbalance between present status and preferred state Chapter 5 Version 6e
6
Recognition of Unfulfilled Wants
When a current product _______________________________ When the consumer _______________________________ When another product seems superior to the one currently used _______________________________ Chapter 4 Version 3e
7
Information Searches Internal External
Process of ____________________ stored in the memory. Internal Process of __________________ in the outside environment. External
8
Information Search External Information search
Internal Information Search Recall information in memory External Information search Seek information in outside environment ________________ controlled
9
External Information Searches
Need More Information Need Less Information
10
Evaluation of Alternatives
Evoked Set Purchase! Evaluation of Products Analyze _______________ Use cutoff criteria _______________ by importance
11
Purchase To buy or not to buy... Marketing
Determines which attributes are most important in influencing a consumer’s choice
12
Postpurchase Behavior
___________________ ? Did I make a ___________? Did I buy the ___________? Did I get a ______________? Can minimize through: Marketing
13
Cognitive ______________
________________ that a consumer experiences after recognizing an inconsistency between _________________________.
14
Need Recognition Just got a phone call I have a job interview Oh NO! I have nothing to wear!
15
Go into store and talk to salesperson
Information Search Go into store and talk to salesperson Go to the website Advice from friends
16
Evaluation of Options
17
Purchase
18
Post-Purchase Evaluation
19
Types of Consumer Buying Decisions
_________ Response Behavior _________ Decision Making __________ Decision Making Less Involvement More Involvement
20
Five Factors influencing Decisions
1. Level of ______________________ 2. ________________ to make decision 3. _______________of good or service 4. Degree of ____________________ 5. Number of ___________________
21
Routine Response Behavior
________________in selection process ______________ purchased ______ cost goods May stick with ______________ ______________________ _______________ decision
22
Limited Decision Making
_______________ of involvement Low to moderate cost goods Evaluation of a few alternative brands Short to moderate time to decide
23
Extensive Decision Making
High levels of involvement High cost goods Evaluation of many brands Long time to decide May experience cognitive dissonance
24
Level of Involvement Factors Determining Level of Involvement
Situation Social Visibility Interest Perceived Risk of Negative Consequences Previous Experience Factors Determining Level of Involvement
25
Marketing Implications of Involvement
High-involvement purchases require: extensive promotion to target market and good advertisement Low-involvement purchases require: in-store promotion and eye-catching package design
26
Culture Set of values norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next.
27
Cultural Influences on Buying Decisions
Values Language Myths Customs Rituals Laws Components of American Culture Material Artifacts
28
Learning Objective Identify and understand the
individual factors that affect consumer buying decisions.
29
Individual Influences
Gender Personality Self-Concept Lifestyle Age Family Life Cycle
30
Psychographics The analytical technique used to examine consumer lifestyles and to categorize consumers.
31
“Strong Shoulders” Moms “Mothers of Invention” Moms
“Types of Moms” “June Cleaver” Moms “Tug-of-War” Moms “Strong Shoulders” Moms “Mothers of Invention” Moms
32
Learning Objective Identify and understand the
psychological factors that affect consumer buying decisions.
33
Psychological Influences
Psychological Influences on Buying Decisions Perception Motivation Learning Beliefs & Attitudes
34
Perception Process by which people select, organize, and interpret stimuli into a meaningful and coherent picture. Chapter 4 Version 3e
35
8 Perception Selective Exposure Selective Distortion Selective
Retention Chapter 4 Version 3e
36
8 Perception Selective Exposure
Selective Distortion Consumer notices certain stimuli and ignores others Consumer changes or distorts information that conflicts with feelings or beliefs Selective Retention Consumer remembers only that information that supports personal beliefs Chapter 4 Version 3e
37
A Consumer’s Selective Exposure
8 A Consumer’s Selective Exposure Exposure to over 250 advertisement messages per day Notices only 11 to 20 ads Chapter 4 Version 3e
38
Marketing Implications of Perception
8 Important attributes Higher price Brand names Quality and reliability Threshold level of perception Product changes Chapter 4 Version 3e
39
Maslow’s Hierarchy of Needs
8 Maslow’s Hierarchy of Needs A method of classifying human needs and motivations into five categories in ascending order of importance. Chapter 4 Version 3e
40
Maslow’s Hierarchy of Needs
8 Motivation Physiological Safety Social Esteem Self- Actualization Maslow’s Hierarchy of Needs Chapter 4 Version 3e
41
8 Learning A process that creates changes in behavior, immediate or expected, through experience and practice. Chapter 4 Version 3e
42
An experience changes behavior Not learned through direct experience
8 Types of Learning Types of Learning Description Experiential Conceptual An experience changes behavior Not learned through direct experience Chapter 4 Version 3e
43
Stimulus Generalization
8 Stimulus Generalization A form of learning that occurs when one response is extended to a second stimulus similar to the first. Chapter 4 Version 3e
44
8 Beliefs and Attitudes Belief Attitude
An organized pattern of knowledge that an individual holds as true about his or her world. Belief A learned tendency to respond consistently toward a given object. Attitude Chapter 4 Version 3e
Similar presentations
