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CONSUMER BEHAVIOR

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Purchase Decision Process The purchase decision process is the stages a buyer passes through in making ... Learning Learning refers to those behaviors that ... – PowerPoint PPT presentation

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Title: CONSUMER BEHAVIOR


1
CONSUMER BEHAVIOR
2
Consumer Behavior
Consumer behavior - the actions a person takes
in purchasing and using products and services,
including the mental and social processes that
come before and after these actions.
3
Purchase Decision Process
4
Need Recognition
5
Information Search Seeking Value
  • Internal Search-
  • Recall information from memory
  • External Search

information from outside environment Non-market
ing controlled Marketing controlled
6
FIGURE 5-2 Consumer Reports evaluation of
portable MP3-capable CD players
7
Alternative Evaluation
Consideration Set
Analyze product attributes
Use cutoff criteria
Rank attributes by importance
Purchase!
8
Post-purchase Behavior- Cognitive Dissonance
Inner tension that a consumer experiences after
recognizing an inconsistency between behavior and
values or opinions.
Cognitive Dissonance
?
Marketing
  • Did I make a good decision?
  • Did I buy the right product?
  • Did I get a good value?

9
Involvement and Problem-Solving Variations
10
Comparison of problem-solving variations
11
When to use Routine Response Behavior
Little involvement in selection

process
Frequently purchased low cost

goods
May stick with one brand

Buy first/evaluate later

Quick decision

12
When to use Limited Decision Making
Low levels of involvement

Low to moderate cost goods

Evaluation of a few alternative brands

Short to moderate time to decide

13
When to use Extensive Decision Making
High levels of involvement

High cost goods

Evaluation of many brands

Long time to decide

May experience cognitive

dissonance
14
PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR
  • Motivation what stimulates behavior to
    satisfy a need

Maslows Hierarchy of Needs
15
PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR
  • Perception

16
PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR
  • Perceived Risk

17
How do consumers make purchase decisions?
  • Psychographics the analysis of peoples
    lifestyles

VALS Consumer Segments
18
Sociocultural Influences on Consumer Behavior
19
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Reference groups are people to whom an individual
looks as a basis for self-appraisal or as a
source of personal standards.
Indirect- No Personal Contact
Dissociative
20
Why use celebrity spokespersons?
Opinion Leaders
21
SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
  • Family Life Cycle

22
SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
  • Family Decision Making
  • Decision Maker
  • Information Gatherer
  • Purchaser
  • Influencer
  • User

Members assume different roles for different
products Mens clothes? Breakfast
cereal? Computer?
23
Consumer Behavior
Consumer behavior consists of the actions a
person takes in purchasing and using products and
services, including the mental and social
processes that come before and after these
actions.
24
Purchase Decision Process
The purchase decision process is the stages a
buyer passes through in making choices about
which products and services to buy.
25
Involvement
Involvement consists of the personal, social, and
economic significance of the purchase to the
consumer.
26
Motivation
Motivation is the energizing force that
stimulates behavior to satisfy a need.
27
Perception
Perception is the process by which an individual
selects, organizes, and interprets information to
create a meaningful picture of the world.
28
Perceived Risk
Perceived risk represents the anxieties felt
because the consumer cannot anticipate the
outcomes of a purchase but believes that there
may be negative consequences.
29
Learning
Learning refers to those behaviors that result
from (1) repeated experience and (2) reasoning.
30
Brand Loyalty
Brand loyalty is a favorable attitude toward and
consistent purchase of a single brand over time.
31
Attitude
An attitude is a learned predisposition to
respond to an object or class of objects in a
consistently favorable or unfavorable way.
32
Beliefs
Beliefs are a consumers subjective perception of
how a product or brand performs on different
attributes based on personal experience,
advertising, and discussions with other people.
33
Opinion Leaders
Opinion leaders are individuals who exert direct
or indirect social influence over others.
34
Family Life Cycle
The family life cycle describes the distinct
phases that a family progresses through from
formation to retirement, each phase bringing with
it identifiable purchasing behaviors.
35
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