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Consumer Decision Making

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Processes a consumer uses to make purchase decisions, as well ... http://www.gamespot.com. 6. 22. Individual Influences. Gender. Age. Life-Cycle. Personality ... – PowerPoint PPT presentation

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Title: Consumer Decision Making


1

Consumer Decision
Making

2
Consumer Behavior
Consumer Behavior Processes a consumer uses to
make purchase decisions, as well as to use and
dispose of purchased goods or services also
includes factors that influence purchase
decisions and the product use.
1
3
Consumer Decision-Making Process
2
4
Need Recognition
Need RecognitionResult of an imbalance between
actual and desired states.
2
5
Stimulus
StimulusAny unit of input affecting one or more
of the five senses
sight smell taste touch hearing
2
6
Want
Want Recognition of an unfulfilled need and a
product (or attribute or feature) that will
satisfy it.
2
7
Information Searches
  • Internal Information Search
  • Recall information in memory
  • External Information search
  • Seek information in outside environment
  • Non-marketing controlled
  • Marketing controlled

2
8
Evoked Set
Evoked Set (consideration set) Group of brands,
resulting from an information search, from which
a buyer can choose.
2
9
Cognitive Dissonance
Cognitive Dissonance Inner tension that a
consumer experiences after recognizing an
inconsistency between behavior and values or
opinions.
3
10
Types of Consumer Buying Decisions
More Involvement
Less Involvement
4
11
Five Factors influencing Decisions
4
12
Level of Involvement
Factors Determining Level of Involvement
Online http//www.apple.com
4
13
Factors Influencing Buying Decisions
5
14
Cultural Influences on Buying Decisions
5
15
Core American Values
5
16
Social Class Measurements
5
17
Social Class and Education
5
18
The Impact of Social Class on Marketing
  • Indicates which medium to use for advertising
  • Helps determine the best distribution for
    products

5
19
Social Influences
6
20
Opinion Leaders
6
21
Family
Purchase Roles in the Family
  • Initiators
  • Influencers
  • Decision Makers
  • Purchasers
  • Consumers

Children Influence Purchase Decisions
Online http//www.game-girlz.com http//www.games
pot.com
6
22
Individual Influences
7
23
Self-Concept
7
24
Psychological Influences
8
25
Perception
8
26
A Consumers Selective Exposure

Exposure to over 2,500 advertisement messages
per day
8
27
Maslows Hierarchy of Needs
8
28
Types of Learning
8
29
Beliefs and Attitudes
A learned tendency to respond consistently toward
a given object.
Online http//saveharry.com http//www.cspinet.or
g
8
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