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Influences on the consumer purchase decision process

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Presentation on theme: "Influences on the consumer purchase decision process"— Presentation transcript:

1 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

2 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

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

4 Selective perception filters
Messages Selective Exposure Selective Comprehension Selective Retention

5 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

6 Comparison of problem-solving variations

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

8 Roles of family members in the purchase process for crayons

9 VALS 2 psychographic segments

10 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 B C D

11 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

12 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

13 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

14 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

15 2 - Schematic

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