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Published byMeghan Jordan Modified over 8 years ago
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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
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A View Consumer Behavior Exhibit 5-2
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Motivation: Maslow’s Hierarchy of Needs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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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
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The process of changing the content of long-term memory Learning
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Drive Cues Response Learning Determines What Response is Likely Reinforcement
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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
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Interests Activities Interests Personality and Lifestyle Analysis (Psychographics) Personality: how people see things Opinions
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Social Class Influences Consumer Behavior +
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Education Income Social Class Occupation SocialClass
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Reference Groups Opinion Leaders Culture Other Social Influences
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Purchase Reason Time Available Purchase Reason Time Available Purchase Situation Influences Consumer Behavior Physical Surroundings
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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
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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
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