Consumer Behaviour Ppt 574f1b

Consumer behavior

Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

5-1

Customer vs. Consumer Behavior  Customer behavior: a broad term that covers both individual consumers who buy goods and services for their own use and organizational buyers who purchase business products  Consumer behavior: the process through which the ultimate buyer makes purchase decisions


5-2

Interpersonal Determinants of Consumer Behavior  Why People Buy New Products


5-3

 Cultural Influences Culture: values, beliefs, preferences, and tastes handed down from one generation to the next It is important to recognize the concept of ethnocentrism, or the tendency to view your own culture as the norm, as it relates to consumer behavior.


5-4

 Core Values in the Culture While some cultural values change over time, basic core values do not Examples of core values include:  Importance of family and home life  Education  Youthfulness  Individualism


5-5

 International Perspective on Cultural Influences Cultural differences are particularly important for international marketers Successful strategies in one country often cannot extend to other international markets because of cultural variations


5-6

 Subcultures: subgroup of culture with its own, distinct modes of behavior Cultures are not homogeneous entities with universal values. Subcultures can differ by:  Ethnicity or Nationality  Age or Gender  Religion  Social class or Profession Ethnic and Racial Minorities as a Percentage of the Total Population


5-7

83%

Hindu

12%

Muslims

5%

Christians, Sikhs, Jains, Buddhists, Parsis


5-8

 Social Influences Group hip influences an individual’s purchase decisions and behavior in both overt and subtle ways. Norms: are the values, attitudes, and behaviors that a group deems appropriate for its Status: is the relative position of any individual member in a group Roles define behavior that of a group expect of individuals who hold specific positions within the group


5-9

 The Asch Phenomenon: the effect of a reference group on individual decision-making  Reference groups: groups whose value structures and standards influence a person’s behavior Requires two conditions:  The purchased product must be one that others can see and identify  The purchased item must be conspicuous; it must stand out as something unusual, a brand or product that not everyone owns Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

5-10

 Social classes: groups whose rankings are determined by occupation, income, education, family background, and residence location W. Lloyd Warner identified six classes: 1. Upper-upper 2. Lower-upper 3. Upper-middle 4. Lower-middle 5. Working class 6. Lower class


5-11

 Opinion leaders: trendsetters who purchase new products before others in a group and then influence others in their purchases  Figure : Alternative Channels for Communications Flow


5-12

 Family Influences Autonomic role is when the partners independently make equal numbers of decisions. Husband-dominant role is when the husband makes most of the decisions. Wife-dominant role is when the wife makes most of the decisions. Syncratic role is when both partners tly make most decisions.


5-13

 Children and Teenagers in Family Purchases Growing numbers are assuming responsibility for family shopping They also influence what parents buy They represent sizeable consumers in their own right


5-14

Personal Determinants of Consumer Behavior


5-15

 Needs and Motives Need: an imbalance between a consumer’s actual and desired states Motives: inner states that direct a person toward the goal of satisfying a felt need


5-16

 Maslow’s Hierarchy of Needs Self-Actualization Esteem Needs Social Needs Safety Needs Physiological Needs


5-17

Physiological Needs Products

Vitamins, herbal supplements, medicines, food, exercise equipment, fitness clubs

Marketing themes

Pepcid antacid—”Just one and hearburn’s done” Puffs facial tissues—”A nose in need deserves Puffs indeed” Jiyo Jee Bhar Ke Safety Needs

Products

Cars and car accessories, burglar alarm systems, retirement investments, insurance, medicines

Marketing themes

Jeetay Raho Volvo—“Protect the body. Ignite the soul.” Yogakshema Vahamyahum


5-18

Belongingness Products

Beauty aids, entertainment, clothing, cars

Marketing themes

Old Spice —”The Mark of a Man” TJ Maxx clothing store—”You should go”

Esteem Needs Product

Clothing, cars, jewelry, hobbies, beauty spa services

Marketing themes

? Automobiles— Count on us” Van Cleef & Arpels—“The pleasure of perfection.” ? - Be More kitchen appliances—“The sign of a great cook.” Self-Actualization

Products

Education, cultural events, sports, hobbies, luxury goods, technology, travel

Marketing themes

Nike – Just Do it IES Dodge cars and trucks—”Grab life by the horns” Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

5-19

 Perceptions: the meaning that a person attributes to incoming stimuli gathered through the five senses – sight, hearing, touch, taste, and smell.  Perceptual screens: the filtering processes through which all inputs must


5-20

 Subliminal Perception: subconscious receipt of information Almost 50 years ago, a movie theater tried to boost concession sales by flashing the words Eat Popcorn and Drink Coca-Cola. Subliminal advertising is aimed at the subconscious level of awareness. Subliminal advertising has been universally condemned as manipulative, and is exceedingly unlikely that it can induce purchasing. Research has shown that subliminal messages cannot force receivers to purchase goods that they would not consciously want. Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

5-21

 Attitudes A person’s enduring favorable or unfavorable evaluations, emotional feelings, or action tendencies toward some object or idea Attitude components:  Cognitive  Affective  Behavioral


5-22

 Changing Consumer Attitudes Attempt to produce consumer attitudes that will motivate the purchase of a particular product Evaluate existing consumer attitudes and then make the product characteristics appeal to them  Modifying the Components of Attitude Attitudes change in response to inconsistencies among the three components Marketers can work to modify attitudes by providing evidence of product benefits and by correcting misconceptions Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

5-23

 Learning An immediate or expected change in behavior as a result of experience. The learning process includes the component of:  Drive  Cue  Response  Reinforcement


5-24

 Applying Learning Theory to Marketing Decisions Shaping: process of applying a series of rewards and reinforcements to permit more complex behavior to evolve over time


5-25

 Self-Concept A person’s multifaceted picture of himself or herself, composed of the:  Real self  Self-image  Looking-glass self  Ideal self


5-26

The Consumer Decision Process Problem Opportunity Recognition Search

Alternative Evaluation Purchase Decision

 Consumers complete a step-by-step process when making purchase decisions  High-involvement purchase decisions are those with high levels of potential social or economic consequences  Low-involvement decisions are routine purchases that pose little risk to the consumer Purchase Act

Postpurchase Evaluation


5-27

Integrated Model of the Consumer Decision Process


5-28

 Problem or Opportunity Recognition Consumer becomes aware of a significant discrepancy between the existing situation and the desired situation Motivates the individual to achieve the desired state of affairs


5-29

 Search Consumer gathers information related to their attainment of the desired state of affairs Identifies alternative means of problem solution May cover internal or external sources of information Brands that a consumer actually considers buying before making a purchase decision are known as the evoked set


5-30

All All Brands Brands

Evoked Set Model

Known Known Brands Brands

Unknown Unknown Brands Brands

Evoked Evoked Acceptable Unacceptable Overlooked Acceptable Unacceptable Overlooked Set Set Brands Brands Brands Brands

Purchased Purchased Brand Brand

Brands

Rejected Rejected Brands Brands

Brands

Inert Inert Set Set


5-31

 Evaluation of Alternatives Consumer evaluates the evoked set Difficult to completely separate the second and third steps, since some evaluation takes place as the search progresses Outcome of the evaluation stage is the choice of a brand or product (or possibly a decision to renew the search) Evaluative criteria: features that a consumer considers in choosing among alternatives


5-32

 Purchase Decision and Purchase Act Consumer narrows the alternatives down to one The purchase location is decided


5-33

 Postpurchase Evaluation After the purchase, consumers are either satisfied or experience post-purchase anxiety Cognitive dissonance: Post-purchase anxiety that results from an imbalance among an individual’s knowledge, beliefs, and attitudes after an action or decision is taken


5-34

 Classifying Consumer Problem-Solving Processes Three categories of problem-solving behavior  Routinized Response Behavior  Limited Problem Solving  Extended Problem Solving


5-35

Consumer Behaviour Ppt 574f1b

Overview 3e4r5l

More details w3441

Related Documents 3m3m1z

Consumer Behaviour Ppt 574f1b

Consumer Behaviour 1n461x

Consumer Behaviour 1n461x

Consumer Behaviour 1n461x

Lecture Ppt On Consumer Behaviour - Attitudes 2843m

Assignments Consumer Behaviour[1] 565b6i

More Documents from "arpit vora" 2g6l4h

Consumer Behaviour Ppt 574f1b

Client Server Architecture For Dot Net 5zn6j

Ancq Award Ceremony Report 6r5950

Ashtavakra Gita 1i5s5b

Resostart it Card 612h2p

Pharmaguideline E-book.pdf 6s3r6z