Principles of Marketing - PowerPoint PPT Presentation

1 / 20
About This Presentation
Title:

Principles of Marketing

Description:

The processes involved when individuals or groups select, purchase, ... looking glass self. ideal self. Personal Influences on CB. Age and gender. Income. Family ... – PowerPoint PPT presentation

Number of Views:501
Avg rating:3.0/5.0
Slides: 21
Provided by: SOBA5
Category:

less

Transcript and Presenter's Notes

Title: Principles of Marketing


1
Principles of Marketing
  • Consumer Behavior

2
Marketing Research needs for Grocery Delivery
  • Consumers intention to use service
  • Value of service to potential users
  • Grocery store preference
  • Current shopping patterns purchases
  • Demographics of potential users

3
Consumer Behavior
  • The processes involved when individuals or groups
    select, purchase, use and dispose of goods,
    services, ideas or experiences to satisfy needs
    and desires

4
The Consumer Decision-making Process
  • Problem Recognition
  • Information Search
  • Evaluation of Alternatives
  • Choosing among Alternatives
  • Product Choice
  • Post Purchase Evaluation

5
Involvement
  • The importance of the perceived consequences of
    the purchase to the person
  • Perceived Risk
  • Habitual decision making
  • Limited problem solving
  • Extended problem solving

6
Individual Influences to CB
  • Perception
  • Motivation
  • Learning
  • Attitudes
  • Personality

7
Motivation
  • An internal state that activates goal-directed
    behavior on the part of consumers in order to
    satisfy some need
  • difference between needs and wants

8
Maslows Hierarchy of Needs
  • Physiological
  • Safety
  • Belongingness
  • Ego/self esteem
  • Self-actualization

9
Perception
  • The process by which people select, organize and
    interpret stimuli to the five senses of sight,
    sound, smell, touch and taste

10
The Perceptual Process
  • Exposure
  • Attention
  • Interpretation

11
Learning
  • A relatively permanent change in consumer
    behavior caused by experience or acquired
    information

12
Theories of Learning
  • Behavioral learning theories
  • classical conditioning
  • operant conditioning
  • Marketing implications
  • repetition
  • stimulus generalization
  • family branding
  • product line extensions/licensing

13
Theories of Learning (cont.)
  • Cognitive learning theories
  • observational learning
  • modeling
  • Marketing implications
  • attractive endorsers

14
Attitudes
  • Learned predisposition to respond favorably or
    unfavorably to stimuli. Attitudes are relative
    enduring evaluations of objects, people and
    issues
  • ABC model of attitudes
  • affect
  • behavior
  • cognition

15
Personality
  • The unique psychological characteristics that
    consistently influence the way a person responds
    to situations in his/her environment
  • Self-concept/self-esteem
  • self image
  • looking glass self
  • ideal self

16
Personal Influences on CB
  • Age and gender
  • Income
  • Family
  • Life-style

17
Social Influences of CB
  • Culture
  • Sex-role identities
  • Subculture
  • Social Class
  • Reference Groups
  • Influentials

18
When do reference groups affect purchasing
decisions?
  • Public Necessities
  • Public Luxuries
  • Private Necessities
  • Private Luxuries

19
Situational Influences on CB
  • Time
  • Mood
  • Shopping environment

20
What are some of the factors that may influence
our consumers?
  • Individual factors?
  • Personal factors?
  • Social factors?
  • Situational factors?
Write a Comment
User Comments (0)
About PowerShow.com