Presentation is loading. Please wait.

Presentation is loading. Please wait.

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 2.

Published byBrent Casey Modified over 9 years ago

Similar presentations

Presentation on theme: "Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 2."— Presentation transcript:

1 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 2

2 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Consumer Behavior 2.1 The Consumer Is in Charge 2.2 Consumer Purchase Classifications 2.3 Influences on Consumer Behavior 2 CHAPTER 2

3 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 2.1 The Consumer Is in Charge Goals Recognize the importance of understanding the customer’s wants and needs. Identify the five-step consumer decision-making process Terms consumer behavior need want routine decision making limited decision making extensive decision making 3 CHAPTER 2

4 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Understanding the Customer Identifying consumer needs and wants Scarcity 4 CHAPTER 2

5 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Maslow’s Hierarchy of Needs Pyramid Self-Actualization (to realize your potential) Esteem (respect and recognition) Social (friends, love, belonging Security (physical safety and economic security) Physiological (food, sleep, water, shelter, air) 5 CHAPTER 2

6 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. So Many Different Decisions Consumer decision-making process Recognize the problem Search for information Evaluate alternatives Make the purchase Evaluate the purchase Types of consumer decision making Routine decision making Limited decision making Extensive decision making 6 CHAPTER 2

7 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 2.2 Consumer Purchase Classifications Goals Distinguish between types of consumer purchases and recognize the level of consumer involvement in buying decisions. Describe different types of consumer products. Term convenience products shopping products specialty products unsought products 7 CHAPTER 2

8 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. The Buying Decision Types of purchases New purchase Modified purchase Repeat purchase Consumer involvement in buying decisions Past experience Interests Perceived risk Circumstances Self-image 8 CHAPTER 2

9 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Types of Products Convenience products Staple products Impulse products Emergency products Shopping products Specialty products Unsought products 9 CHAPTER 2

10 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 2.3 Influences on Consumer Behavior Goals Discuss consumer buying motives. Describe individual, social, and marketing influences on consumer behavior. Terms buying motives emotional motives rational motives patronage motives culture reference group advertising campaign 10 CHAPTER 2

11 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Buying Motives Emotional motives Rational motives Patronage motives 11 CHAPTER 2

12 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Factors Influencing Consumer Buying Decisions Individual influences Personality Gender Age Culture Ethnicity Social influences Marketing influences Advertising influences Promotional influences 12 CHAPTER 2

Download ppt "Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 2."

Similar presentations

Consumer Decisions: Psychology for Profit

Consumer Decisions: Psychology for Profit
Marketing Principles Session 2 – Factors That Influence Customer Behaviour.

Marketing Principles Session 2 – Factors That Influence Customer Behaviour.
© 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter Three Consumer Behavior Key Words / Outline.

© 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter Three Consumer Behavior Key Words / Outline.
O Abraham Maslow attempted to formulate a needs- based framework of human motivation. o The basis of Maslow's theory is that human beings are motivated.

O Abraham Maslow attempted to formulate a needs- based framework of human motivation. o The basis of Maslow's theory is that human beings are motivated.
Chapter 7 Analyzing Consumer Markets and Buyer Behavior by

Chapter 7 Analyzing Consumer Markets and Buyer Behavior by
Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand.

Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand.
1 Matakuliah:G0492/ English for Advertising Tahun: 2005/2006 The Consumer Audience Consumer Behavior Cultural and Social Influences on consumers Psychological.

1 Matakuliah:G0492/ English for Advertising Tahun: 2005/2006 The Consumer Audience Consumer Behavior Cultural and Social Influences on consumers Psychological.
Maslow’s Hierarchy Of Needs

Maslow’s Hierarchy Of Needs
KEY TERMS UNIT 2 (UNDERSTANDING CUSTOMERS) Marketing.

KEY TERMS UNIT 2 (UNDERSTANDING CUSTOMERS) Marketing.
Chapter 6 Consumer Markets and Consumer Buying Behavior

Chapter 6 Consumer Markets and Consumer Buying Behavior
Consumer Motivation.

Consumer Motivation.
The Basics of Marketing

The Basics of Marketing
CHAPTER 4: UNDERSTANDING CUSTOMERS: BUSINESS TO CONSUMER MARKETS Part 2: Use Information to Drive Marketing Decisions McGraw-Hill Education 1 Copyright.

CHAPTER 4: UNDERSTANDING CUSTOMERS: BUSINESS TO CONSUMER MARKETS Part 2: Use Information to Drive Marketing Decisions McGraw-Hill Education 1 Copyright.
Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Consumer Decision Making 2012-2013 © Nonstock/Jupiterimages 1 © iStockphoto.com/iStock.

Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Consumer Decision Making © Nonstock/Jupiterimages 1 © iStockphoto.com/iStock.
3.02 Understand buying behaviors.

3.02 Understand buying behaviors.
9/19/20151 CHAPTER 3 CONSUMER BEHAVIOR. 9/19/20152 Consumer Decision Making l Extensive Decision Making: l Highly complex and expensive products, such.

9/19/20151 CHAPTER 3 CONSUMER BEHAVIOR. 9/19/20152 Consumer Decision Making l Extensive Decision Making: l Highly complex and expensive products, such.
Company LOGO Chapter 2 continued. 2.3 The Consumer Market  everyone has a unique blend of personality, values, beliefs, physical features, history, etc.

Company LOGO Chapter 2 continued. 2.3 The Consumer Market  everyone has a unique blend of personality, values, beliefs, physical features, history, etc.
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Gilbert A. Churchill, Jr. J. Paul Peter Chapter 6 Consumer Behavior Marketing.

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Gilbert A. Churchill, Jr. J. Paul Peter Chapter 6 Consumer Behavior Marketing.
Principles of Business, Marketing, and Finance Marketing Goods and Services Copyright © Texas Education Agency, 2011. All rights reserved.

Principles of Business, Marketing, and Finance Marketing Goods and Services Copyright © Texas Education Agency, All rights reserved.
BY NOAH WARREN CONSUMER BEHAVIORS. FINAL/BUSINESS CONSUMER Final Consumer Buy products or services for person use. Items would include shampoo, video.

BY NOAH WARREN CONSUMER BEHAVIORS. FINAL/BUSINESS CONSUMER Final Consumer Buy products or services for person use. Items would include shampoo, video.

Similar presentations

Ads by Google