9/19/20151 chapter 3 consumer behavior. 9/19/20152 consumer decision making l extensive decision...
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CHAPTER 3CHAPTER 3
CONSUMER BEHAVIOR
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Consumer Decision MakingConsumer Decision Making
Extensive Decision Making: Highly complex and expensive products, such as
car, house.
Limited Decision Making: Moderate time spend for purchasing, such as shirts,
shoes.
Routine Decision Making Simple and inexpensive products, such as candy
bars, soft drinks.
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Consumer Decision Making Consumer Decision Making ProcessProcess
Problem recognition Information search: (1) written sources (2) Personal Sources (3)Electronic sources Evaluation of alternatives: Product test Purchase Decision Post Purchase Behaviors:
Cognitive Dissonance
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Need RecognitionNeed Recognition
Psychological Factors: Maslow’s Hierarchy of Needs
Physiological Safety Love Esteem Self-actualization
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Alternative SearchAlternative Search
Internal sources store information
Group sources family, friend, neighbors
Marketing sources advertising, dealers, sales person, displays
Public sources consumer report
Personal Experience
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Evaluation of AlternativesEvaluation of Alternatives
Information about number of brands Evoked set of alternatives Evaluations of Attributes
Color,quality, size
Consumers’ perception of attributes Greatest number of desired attributes that the
consumer likes the best Selection the brand consumer likes the best
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Purchase DecisionPurchase Decision
Perceived Risk Consumers reduce risk in their decision by reducing
uncertainty They purchase small quantity Seek additional information
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Post Purchase BehaviorsPost Purchase Behaviors
Cognitive Dissonance Dissatisfaction with the purchase
• If selected brand does not promise the expected performance
• If unselected brand becomes more favorable or exceed the expectations
• If expected risk of purchase becomes higher
Reducing the Dissonance• Full support by the manufacturer
• Advertising the product as a best buy
• Sending a congratulation letter
• Establishing consumer satisfaction unit
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Factors Influencing Factors Influencing Purchasing Decision Purchasing Decision
Economic Factors: Income, price Age and life cycle Geography: Regional factors Social class Culture and subculture Peer pressure: Membership group, Aspiration
group, family Life style: VALS2
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VALS 2 PrincipleVALS 2 Principle
Copyright 1999 Prentice Hall
5-85-8VALS 2VALS 2
Principle Oriented Status Oriented Action Oriented
AchieversAchievers
ActualizersActualizers
StrugglersStrugglers
StriversStrivers
FulfilledsFulfilleds
BelieversBelievers
ExperiencersExperiencers
MakersMakers
Abundant ResourcesAbundant Resources
Minimal ResourcesMinimal Resources
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Situational InfluencesSituational Influences
Physical surroundings Lighting, music
Social surroundings Additional depth of a situation
Temporal Perspectives Time since last purchase
Task Definition Personal use or gift
Antecedent States-cash/credit card payment
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Factors Influencing Factors Influencing Purchasing Decision (Cont.)Purchasing Decision (Cont.)
Diffusion of Innovation
(1) Innovator (2.5%)
(2) Early Adopters (13.5%)
(3) Early Majority (34%)
(4) Late Majority (34%)
(5) Laggards (16%)
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Adoption of InnovationAdoption of Innovation
Copyright 1999 Prentice Hall
5-195-19Adoption of InnovationsAdoption of InnovationsP
erce
ntag
e of
Ad
opte
rs
Time of AdoptionEarly Late
Inn
ovat
ors
Early Adopters
Early Majority
2.5%
13.5%
34% 34%
16%
Laggards
Late Majority
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Usage and LoyaltyUsage and Loyalty
Usage status-experience of consumer(non-users, former users, potential users, first-time users, regular users)
Loyalty status: Hard-core, soft-core, switchers
Customer franchise: Long experience with the product/brand-Coca Cola
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Consumers in TurkeyConsumers in Turkey