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CB is the study of human responses to products , services ,and the marketing of products & services.
CB is like fishing
The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
Decision making
decision processes are the decision making processes undertaken by consumers in regard to a potential market transaction before, during, and after the purchase of a product or service
General model
A general model of the decision process consists of the following steps: Problem recognition; Gathering Information Alternative education Purchase decision PostPost-purchase behavior/buyer's remorse (cognitive dissonance)
Information search and decision making. Consumers making. engage in both internal and external information search.
Need Recognition
Information Search
Evaluation of Alternatives
Purchase
Need Recognition
Result of an imbalance between actual and desired states.
Marketing helps consumers recognize an imbalance between present status and preferred state
Present Status
Stimulus
Any unit of input affecting one or more of the five senses: sight smell taste touch hearing
Want
Recognition of an unfulfilled need and a product (or attribute or feature) that will satisfy it.
Recognition of an unfulfilled need and a product (or attribute or feature) that will satisfy it.
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
Information Searches
Process of recalling past information stored in the memory.
Internal
External
External Information search Seek information in outside environment Non-marketing controlled Marketing controlled
Evoked Set
Group of brands, resulting from an information search, from which a buyer can choose.
Evaluation of Alternatives
Evoked Set
Evaluation of Products Analyze product attributes Rank attributes by importance
Purchase!
Purchase
Cognitive Dissonance
Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.
Postpurchase Behavior
Cognitive Dissonance
Did I make a good decision? Did I buy the right product? Did I get a good value?
consumer buying decisions and discuss the significance of consumer involvement. Types of Consumer Buying Decisions
Less Involvement
More Involvement
1. Level of consumer involvement 2. Length of time to make decision 2.Length 3. Cost of good or service 3.Cost 4. Degree of information search 5. Number of alternatives considered
Little involvement in selection process Frequently purchased low cost goods May stick with one brand Buy first/evaluate later Quick decision
Limited Decision Making (Limited problem solving LPS) Low levels of involvement
Low to moderate cost goods Evaluation of a few alternative brands Short to moderate time to decide
High levels of involvement High cost goods Evaluation of many brands Long time to decide May experience cognitive dissonance
Level of Involvement
Previous Experience
Interest
HighHigh-involvement purchases require: extensive promotion to target market and good advertisement
Cultural Factors
Social Factors
Individual Factors
Psychological Factors
Culture
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.
Culture is...
Having the quality or tendency to pervade or permeate: the pervasive odor of garlic
Value
Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct.
Youth Capitalism
Family Members
Reference Group
in society that influences an individuals
A group
purchasing behavior.
Aspirational
They serve as information sources and influence perceptions They affect an individuals aspiration levels Their norms either constrain or stimulate consumer behavior
Opinion Leaders
Family
Individual Influences
Personality Self-Concept Lifestyle Age Family Life Cycle
Gender
Motivation
Learning
Perception
Process by which people select, organize, and interpret stimuli into meaningful and coherent picture.
Selective Exposure
Selective Distortion
Selective Retention
Consumer changes or distorts information that conflicts with feelings or beliefs Consumer remembers only that information that supports personal beliefs
Learning
A process that creates changes in behavior, immediate or expected, through experience and practice.
Types of Learning
Types of Learning
Description
Conceptual
Stimulus Generalization
A form of learning that occurs when one response is extended to a second stimulus similar to the first.
Belief
An organized pattern of knowledge that an individual holds as true about his or her world. A learned tendency to respond consistently toward a given object.
Attitude