ch 01 introduction to consumer behaviour
TRANSCRIPT
8/9/2019 Ch 01 Introduction to Consumer Behaviour
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Introduction to Consumer Behavior and Marketing
Strategy
Chapter 1
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The marketing concept suggests an
organization should satisfy consumer needs
and wants in order to make a profit
± Need to understand customers ± Must stay close to customers
Introduction
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± Focus on providing consumers value-ladenproducts
± Superior quality and lower prices of products
Introduction cont.
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± Use of technology to identify and knowcustomers
± Ability to track consumer reactions
Introduction cont.
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± E-marketing potential
± Increased importance of consumer behavior
research
± Ability to conduct marketing research studies
Introduction cont.
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³The purpose of a business is to create and
keep a customer.´
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Consumer behavior involves exchanges
± People give up value to others and receive
something in return
OR ± Study of how individuals make decision on how
to spend their available resources (time, money,
effort) on various consumption related items.
What is Consumer Behavior? cont.
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The dynamic interaction of cognition,
behavior, and the environment by which
human beings conduct the exchange
aspects of their lives
What is Consumer Behavior?
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Involves the thoughts and feelings people
experience and the actions they perform in
consumption processes
Includes all things in the environment thatinfluence thoughts, feelings, and actions
What is Consumer Behavior? cont.
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Consumer behavior is dynamic
± Thinking, feelings, and actions of individual
consumers, targeted consumer groups, and
society at large are constantly changing
± Requires ongoing consumer research and
analysis
± Makes development of marketing strategies
What is Consumer Behavior? cont.
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Consumer behavior involves interactions
± Among people¶s thinking, feelings and actions,
and the environment
± Marketers need to understand What products and brands mean to consumers
What consumers must do to purchase them
What influences shopping, purchase, and
consumption
What is Consumer Behavior? cont.
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5-12 Model of Consumer Behavior Marketing and
Other Stimuli
Buyer¶s Black BoxBuyer¶s Black Box
Buyer¶s Response
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
CharacteristicsAffectingConsumer Behavior
Buyer¶sDecisionProcess
Product Choice
Brand Choice
Dealer Choice
PurchaseTiming
PurchaseAmount
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5-13 Characteristics Affecting
Consumer Behavior
Buyer
Psychological
Personal
Social
Culture
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5-14 F actors Affecting Consumer Behavior:
Culture
Social Class
People within a social classtend to exhibit similar buyingbehavior.
Occupation
Income
Education
Wealth
Most basic cause of a person's wants and behavior.
Values
Perceptions
Subculture
Groups of people with sharedvalue systems based on commonlife experiences.
Mature Consumers
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5-15 F actors Affecting Consumer Behavior:
Social
Groups
Membership
Reference
Family
Husband, wife, kids
Influencer, buyer, user
Roles and Status
Social Factors
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5-16 F actors Affecting Consumer Behavior:
Personal
Personal Influences
Age and Family Life CycleStage
Occupation
Economic Situation
Lifestyle Identification
Activities Opinions
Interests
Personality & Self -Concept
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5-17F actors Affecting Consumer Behavior:
Psychological
F actors Affecting Consumer Behavior:
Psychological
PsychologicalFactors
Motivation
Perception
Learning
Beliefs andAttitudes
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5-18 T ypes of Buying Decisions
Complex
BuyingBehavior Eg.
Automobiles
Dissonance-
Reducing Buying
Behavior eg. Paper towels
Variety-
SeekingBehavior
Eg. cereals
Habitual
Buying
Behavior Eg. Cigarattes
HighInvolvement
Decision
making
Habit- singlebrand
LowInvolvement
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5-19 T he Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
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5-20 T he Buyer Decision ProcessStep 1. Need Recognition
External Stimuli
TV advertising
Magazine ad
Radio slogan
Stimuli in the
environment
Internal Stimuli
Hunger
Thirst
A person¶s normalneeds
Need RecognitionDifference between an actual state and a desired state
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5-21 T he Buyer Decision ProcessStep 2. Information Search
Family, friends, neighborsMost influential source of
information
Advertising, salespeople
Receives most informationfrom these sources
Mass MediaConsumer -rating groups
Handling the productExamining the productUsing the product
Personal Sources
Commercial Sources
Public Sources
Experiential Sources
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T he Buyer Decision ProcessStep 3. Evaluation of Alternatives
T he Buyer Decision ProcessStep 3. Evaluation of Alternatives
Product AttributesEvaluation of Quality, Price, & Features
Product AttributesEvaluation of Quality, Price, & Features
Degree of Importance
Which attributes matter most to me?
Degree of Importance
Which attributes matter most to me?
Brand BeliefsWhat do I believe about each available brand?
Brand BeliefsWhat do I believe about each available brand?
T otal Product SatisfactionBased on what I¶m looking for, how satisfied
would I be with each product?
T otal Product SatisfactionBased on what I¶m looking for, how satisfied
would I be with each product?
Evaluation ProceduresChoosing a product (and brand) based on one
or more attributes.
Evaluation ProceduresChoosing a product (and brand) based on one
or more attributes.
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5-23 T he Buyer Decision ProcessStep 4. Purchase Decision
Purchase IntentionDesire to buy the most preferred brand
Purchase Decision
Attitudes
of others
Unexpected
situational
factors
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5-24 T he Buyer Decision ProcessStep 5. Postpurchase Behavior
Consumer¶s Expectations of
Product¶s Performance
Dissatisfied
Customer Satisfied
Customer!
Product¶s Perceived
Performance
Cognitive Dissonance