Скачать презентацию 6 CHAPTER Consumer Decision Making Chapter 5 Copyright Скачать презентацию 6 CHAPTER Consumer Decision Making Chapter 5 Copyright

a6562262f7ca656a961fc829d3cc972b.ppt

  • Количество слайдов: 48

6 CHAPTER Consumer Decision Making Chapter 5 Copyright © 2008 by South-Western, a division 6 CHAPTER Consumer Decision Making Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 1

LO 1 The Importance of Understanding Consumer Behavior Explain why marketing managers should understand LO 1 The Importance of Understanding Consumer Behavior Explain why marketing managers should understand consumer behavior Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 2

The Consumer Market “Ultimate” consumers who buy goods and services for their own personal The Consumer Market “Ultimate” consumers who buy goods and services for their own personal or household use. Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 3

Needs vs. Wants (Typical Textbook Def. ) § Needs – Unsatisfactory conditions of the Needs vs. Wants (Typical Textbook Def. ) § Needs – Unsatisfactory conditions of the consumer that lead him or her to actions that will make the conditions better § Wants – Desires to obtain more satisfaction than is absolutely necessary to improve unsatisfactory conditions Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 4

Consumer Behavior Processes a consumer uses to make purchase decisions, as well as to 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. LO 1 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 5

Consumer Decision-Making Process A five-step process used by consumers when buying goods or services. Consumer Decision-Making Process A five-step process used by consumers when buying goods or services. LO 2 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 6

Consumer Decision-Making Process Need Recognition Cultural, Social, Individual and Psychological Factors affect all steps Consumer Decision-Making Process Need Recognition Cultural, Social, Individual and Psychological Factors affect all steps LO 2 Chapter 5 Information Search Evaluation of Alternatives Purchase Postpurchase Behavior Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 7

Need Recognition Result of an imbalance between actual and desired states. LO 2 Chapter Need Recognition Result of an imbalance between actual and desired states. LO 2 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 8

Need Recognition Int e Sti rnal mu li l na ter uli Ex tim Need Recognition Int e Sti rnal mu li l na ter uli Ex tim S LO 2 Chapter 5 Present Status Preferre d State Marketing helps consumers recognize an imbalance between present status and preferred state. Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 9

Stimulus Any unit of input affecting one or more of the five senses: §sight Stimulus Any unit of input affecting one or more of the five senses: §sight §smell §taste §touch §hearing LO 2 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 10

Recognition of Unfulfilled Wants u When a current product performing properly isn’t u When Recognition of Unfulfilled Wants u When a current product performing properly isn’t u When the consumer is running out of a product u When another product seems superior to the one currently used LO 2 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 11

Information Search Internal Information Search u Recall information in memory External Information search u Information Search Internal Information Search u Recall information in memory External Information search u Seek information in outside environment § § Nonmarketing controlled Marketing controlled LO 2 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 12

STAGE 2 – INFORMATION SEARCHIS INFLUENCED BY: § EVOKED SET: § Group of brands STAGE 2 – INFORMATION SEARCHIS INFLUENCED BY: § EVOKED SET: § Group of brands that come to mind around time of purchase § CONSIDERATION SET: § Group of brands a consumer will consider buying after search is complete § Car Tire Brands? § Typically 3 -5 Brands in Consideration Set Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 13

Purchase To buy or not to buy. . . Determines which attributes are most Purchase To buy or not to buy. . . Determines which attributes are most important in influencing a consumer’s choice LO 2 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 14

LO 3 Cognitive Dissonance Chapter 5 Inner tension that a consumer experiences after recognizing LO 3 Cognitive Dissonance Chapter 5 Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values 15 or opinions. Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 15

LO 3 Postpurchase Behavior Consumers can reduce dissonance by: u Seeking information that reinforces LO 3 Postpurchase Behavior Consumers can reduce dissonance by: u Seeking information that reinforces positive ideas about the purchase u Avoiding information that contradicts the purchase decision u Revoking the original decision by returning the product 16 Marketing can minimize through: Effective Communication Follow-up Guarantees Warranties Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 16

LO 4 Culture Chapter 5 Set of values, norms, attitudes, and other meaningful symbols LO 4 Culture Chapter 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. Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 17

LO 4 Components of Culture Values Language Myths Customs Rituals Laws Material artifacts Chapter LO 4 Components of Culture Values Language Myths Customs Rituals Laws Material artifacts Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 18

LO 4 Culture is. . . Pervasive Functional Learned Dynamic Chapter 5 Copyright © LO 4 Culture is. . . Pervasive Functional Learned Dynamic Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 19

LO 4 Value Chapter 5 Enduring belief that a specific mode of conduct is LO 4 Value Chapter 5 Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct. Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 20

LO 4 Core American Values Success Materialism Freedom Progress Youth Capitalism Chapter 5 Copyright LO 4 Core American Values Success Materialism Freedom Progress Youth Capitalism Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 21

LO 4 Subculture Chapter 5 A homogeneous group of people who share elements of LO 4 Subculture Chapter 5 A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group. Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 22

LO 4 Social Class Chapter 5 A group of people in a society who LO 4 Social Class Chapter 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. Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 23

LO 4 Social Class Measurements Occupation Income Education Wealth Other Variables Chapter 5 Copyright LO 4 Social Class Measurements Occupation Income Education Wealth Other Variables Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 24

LO 5 Social Influences Reference Groups Opinion Leaders 25 Family Members Chapter 5 Copyright LO 5 Social Influences Reference Groups Opinion Leaders 25 Family Members Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 25

LO 5 Reference Group A group in society that influences an individual’s 26 purchasing LO 5 Reference Group A group in society that influences an individual’s 26 purchasing behavior. Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 26

LO 5 Influences of Reference Groups u They serve as information sources and influence LO 5 Influences of Reference Groups u They serve as information sources and influence perceptions. u They affect an individual’s aspiration levels. u Their norms either constrain or stimulate consumer behavior. Chapter 5 27 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 27

LO 5 Opinion Leaders An individual who influences the opinion of others. 28 Chapter LO 5 Opinion Leaders An individual who influences the opinion of others. 28 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 28

Reference Group Impact Example § Social Environment usually much more influential § Opinion Leaders Reference Group Impact Example § Social Environment usually much more influential § Opinion Leaders Important – Rich’s runners’ group example. . . 29 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 29

LO 5 Family Purchase Process Roles in the Family u Initiators u Influencers u LO 5 Family Purchase Process Roles in the Family u Initiators u Influencers u Decision Makers 30 u Purchasers u Consumers Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 30

Individual Influences Gender Age Life Cycle Personality Self-Concept Lifestyle LO 6 Chapter 5 Copyright Individual Influences Gender Age Life Cycle Personality Self-Concept Lifestyle LO 6 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 31

Psychological Influences Perception Motivation Learning Beliefs & Attitudes LO 7 Chapter 5 Copyright © Psychological Influences Perception Motivation Learning Beliefs & Attitudes LO 7 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 32

Perception Process by which people select, organize, and interpret stimuli into a meaningful and Perception Process by which people select, organize, and interpret stimuli into a meaningful and coherent picture. LO 7 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 33

Perception Selective Exposure Selective Distortion Selective Retention LO 7 Chapter 5 Copyright © 2008 Perception Selective Exposure Selective Distortion Selective Retention LO 7 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 34

Perception Selective Exposure Consumer notices certain stimuli and ignores others Selective Distortion Consumer changes Perception Selective Exposure Consumer notices certain stimuli and ignores others Selective Distortion Consumer changes or distorts information that conflicts with feelings or beliefs Selective Retention Consumer remembers only that information that supports personal beliefs LO 7 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 35

Marketing Implications of Perception u u u u Important attributes Price Brand names Quality Marketing Implications of Perception u u u u Important attributes Price Brand names Quality and reliability Threshold level of perception Product or repositioning changes Foreign consumer perception LO 7 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 36

The “F” Test Count the number of Fs in the following sentence: FINISHED FILES The “F” Test Count the number of Fs in the following sentence: FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF MANY YEARS. Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 37

Stimulus Discrimination vs. Stimulus Generalization Chapter 5 Copyright © 2008 by South-Western, a division Stimulus Discrimination vs. Stimulus Generalization Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 38

Interpretation: Meaning consumer attaches to a stimulus § NAMES § Signal Power /Quality (Toro Interpretation: Meaning consumer attaches to a stimulus § NAMES § Signal Power /Quality (Toro Snow Pup/Master) § Cars: Mustang / Barracuda / Viper § Donkey / Weasel? § NUMBERS – 350 Z / WD-40 / Acura CL? § COLORS – Different for different cultures Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 39

Interpretation: Meaning consumer attaches to a stimulus § COLOR – Signal Newness or Quality Interpretation: Meaning consumer attaches to a stimulus § COLOR – Signal Newness or Quality (Black Label) – Signal Product Contents (Sodas) Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 40

Motivation Maslow’s Hierarchy of Needs A method of classifying human needs and motivations into Motivation Maslow’s Hierarchy of Needs A method of classifying human needs and motivations into five categories in ascending order of importance. LO 7 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 41

Maslow’s Hierarchy of Needs LO 7 Chapter 5 Copyright © 2008 by South-Western, a Maslow’s Hierarchy of Needs LO 7 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 42

Safety Appeal toward Women. . . Safe-T-Man Chapter 5 Copyright © 2008 by South-Western, Safety Appeal toward Women. . . Safe-T-Man Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 43

Safety Appeal toward Children. . . Chapter 5 Copyright © 2008 by South-Western, a Safety Appeal toward Children. . . Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 44

Beliefs and Attitudes Belief An organized pattern of knowledge that an individual holds as Beliefs and Attitudes Belief An organized pattern of knowledge that an individual holds as true about his or her world. Attitude A learned tendency to respond consistently toward a given object. LO 7 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 45

Changing Attitudes u Change beliefs about the brand’s attributes u Change the relative importance Changing Attitudes u Change beliefs about the brand’s attributes u Change the relative importance of these beliefs u Add new beliefs LO 7 Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 46

Chapter 3 Consumer Markets and Buying Behavior COMPENSATORY VS. NON-COMPENSAGTORY CHOICE MODELS Chapter 1 Chapter 3 Consumer Markets and Buying Behavior COMPENSATORY VS. NON-COMPENSAGTORY CHOICE MODELS Chapter 1 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 47

Compensatory vs. Non-Compensatory Decision-Making Models Compensatory: Strong attributes can compensate for Weak ones. (These Compensatory vs. Non-Compensatory Decision-Making Models Compensatory: Strong attributes can compensate for Weak ones. (These shoes are ugly, but they’re cheap, and they are extremely comfortable) Non-Compensatory: Attributes don’t compensate for each other. Select or dismiss based on key attribute or lack thereof. (Many different types of NC Models) Chapter 5 Copyright © 2008 by South-Western, a division of Thomson Learning. All rights reserved 48