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Consumer Decision Making

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1. Explain why marketing managers should understand consumer behavior. ... 'bite the wax tadpole' Chapter 4 Version 3e. 40 2003 South-Western. Subculture ... – PowerPoint PPT presentation

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Title: Consumer Decision Making


1
Consumer Decision Making
4
chapter
Prepared by Deborah Baker Texas Christian
University
2
Learning Objectives
1. Explain why marketing managers should
understand consumer behavior. 2. Analyze the
components of the consumer decision-making
process. 3. Explain the consumers
postpurchase evaluation process.
4
chapter
3
Learning Objectives (continued)
4. Identify the types of consumer buying
decisions and discuss the significance of
consumer involvement. 5. Identify and
understand the cultural factors that affect
consumer buying decisions.
4
chapter
4
Learning Objectives (continued)
6. Identify and understand the social factors
that affect consumer buying decisions.
7. Identify and understand the individual
factors that affect consumer buying
decisions. 8. Identify and understand the
psychological factors that affect consumer buying
decisions.
4
chapter
5
Learning Objective
1
Explain why marketing managers should understand
consumer behavior.
6
Consumer Behavior
1
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.
7
Learning Objective
2
Analyze the components of the consumer
decision-making process.
8
Consumer Decision-Making Process
2
A five-step process used by consumers when
buying goods or services.
9
Consumer Decision-Making Process
2
10
Need Recognition
2
Result of an imbalance between actual and
desired states.
11
Need Recognition
2
12
Stimulus
2
  • Any unit of input affecting one or more of the
    five senses
  • sight
  • smell
  • taste
  • touch
  • hearing

13
Want
2
Recognition of an unfulfilled need and a
product (or attribute or feature) that will
satisfy it.
14
Recognition of Unfulfilled Wants
2
  • When a current product isnt performing properly
  • When the consumer is running out of an product
  • When another product seems superior to the one
    currently used

15
Information Searches
2
Process of recalling past information stored in
the memory.
Internal
Process of seeking information in the outside
environment.
External
16
Information Search
2
  • External Information search
  • Seek information in outside environment
  • Non-marketing controlled
  • Marketing controlled

17
External Information Searches
2
18
Evoked Set
2
Group of brands, resulting from an information
search, from which a buyer can choose.
19
Evaluation of Alternatives
2
20
Purchase
2
To buy or not to buy...
Marketing
Determines which attributes are most important
in influencing a consumers choice
21
Learning Objective
3
Explain the consumers postpurchase evaluation
process.
22
Cognitive Dissonance
3
Inner tension that a consumer experiences after
recognizing an inconsistency between behavior and
values or opinions.
23
Postpurchase Behavior
3
24
Learning Objective
4
Identify the types of consumer buying decisions
and discuss the significance of consumer
involvement.
25
Types of Consumer Buying Decisions
4
Routine Response Behavior
Limited Decision Making
Extensive Decision Making
More Involvement
Less Involvement
26
Five Factors influencing Decisions
4
  • 1. Level of consumer involvement
  • 2. Length of time to make decision
  • 3. Cost of good or service
  • 4. Degree of information search
  • 5. Number of alternatives considered

27
Routine Response Behavior
4
  • Little involvement in selection process
  • Frequently purchased low cost goods
  • May stick with one brand
  • Buy first/evaluate later
  • Quick decision

28
Limited Decision Making
4
  • Low levels of involvement
  • Low to moderate cost goods
  • Evaluation of a few alternative brands
  • Short to moderate time to decide

29
Extensive Decision Making
4
  • High levels of involvement
  • High cost goods
  • Evaluation of many brands
  • Long time to decide
  • May experience cognitive dissonance

30
Level of Involvement
4
31
Marketing Implications of Involvement
4
  • High-involvement purchases require
  • extensive promotion to target market and
  • good advertisement
  • Low-involvement purchases require in-store
    promotion and eye-catching package design

32
Factors Influencing Buying Decisions
4
33
Learning Objective
5
Identify and understand the cultural factors
that affect consumer buying decisions.
34
Culture
5
Set of values norms, attitudes, and other
meaningful symbols that shape human behavior and
the artifacts, or products, of that behavior as
they are transmitted from one generation to the
next.
35
Cultural Influences on Buying Decisions
5
36
Culture is...
5
Pervasive
Functional
Learned
Dynamic
37
Value
5
Enduring belief that a specific mode of conduct
is personally or socially preferable to another
mode of conduct.
38
Core American Values
5
39
Global Language Blunders
5
  • Chevrolets Nova translated to No Go
  • Coors Turn it Loose became Suffer from
    Diarrhea
  • Toyotas MR2 sounded like a swearword in French
  • Coca-Cola in Chinese means bite the wax tadpole

40
Subculture
5
A homogeneous group of people who share elements
of the overall culture as well as unique
elements of their own group.
41
Social Class
5
A group of people in a society who are considered
nearly equal in status or community esteem, who
regularly socialize among themselves both
formally and informally, and who share behavioral
norms.
42
Learning Objective
6
Identify and understand the social factors that
affect consumer buying decisions.
43
Social Influences
6
Social Influences on Buying Decisions
Reference Groups
Family Members
Opinion Leaders
44
Reference Group
6
A group in society that influences an
individuals purchasing behavior.
45
Reference Groups
6
Direct
Indirect
46
Implications of Reference Groups
6
  • They serve as information sources and influence
    perceptions
  • They affect an individuals aspiration levels
  • Their norms either constrain or stimulate
    consumer behavior

47
Opinion Leaders
6
An individual who influences the opinion of
others.
48
Family
6
  • Instigators
  • Influencers
  • Decision-Makers
  • Purchasers
  • Consumers

Purchase Roles in the Family
Children Influence Purchase Decisions
49
Learning Objective
7
Identify and understand the individual factors
that affect consumer buying decisions.
50
Individual Influences
7
Individual Influences
Gender
Personality Self-Concept Lifestyle
Age Family Life Cycle
51
Psychographics
7
The analytical technique used to examine consumer
lifestyles and to categorize consumers.
52
Types of Moms
7
June Cleaver Moms
Tug-of-War Moms
Strong Shoulders Moms
Mothers of Invention Moms
53
Learning Objective
8
Identify and understand the psychological
factors that affect consumer buying decisions.
54
Psychological Influences
8
55
Perception
8
Process by which people select, organize, and
interpret stimuli into a meaningful and
coherent picture.
56
Perception
8
Selective Exposure
Selective Distortion
Selective Retention
57
Perception
8
58
A Consumers Selective Exposure
8
Exposure to over 250 advertisement messages per
day
Notices only 11 to 20 ads
59
Marketing Implications of Perception
8
  • Important attributes
  • Higher price
  • Brand names
  • Quality and reliability
  • Threshold level of perception
  • Product changes

60
Maslows Hierarchy of Needs
8
A method of classifying human needs and
motivations into five categories in ascending
order of importance.
61
Motivation
8
Maslows Hierarchy of Needs
62
Learning
8
A process that creates changes in behavior,
immediate or expected, through experience and
practice.
63
Types of Learning
8
64
Stimulus Generalization
8
A form of learning that occurs when one response
is extended to a second stimulus similar to the
first.
65
Beliefs and Attitudes
8
An organized pattern of knowledge that an
individual holds as true about his or her world.
Belief
A learned tendency to respond consistently
toward a given object.
Attitude
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