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CONSUMER BEHAVIOR
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.
Information Search Information Search Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological Factors Factors affect affect all steps all steps
Seeking a value Seeking a value
Purchase Purchase
Need Recognition
Marketing helps consumers recognize an imbalance between present status and preferred state
Present Status
External Search
information from outside environment Non-marketing controlled Marketing controlled
Alternative Evaluation
Consideration Set
Analyze product attributes Analyze product attributes
Purchase!
Cognitive Dissonance
Did I make a good decision? Did I buy the right product? Did I get a good value?
Less Involvement
More Involvement
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Motivation what stimulates behavior to satisfy a need
Consumer pays attention to certain Consumer pays attention to certain stimuli and ignores others stimuli and ignores others Consumer interprets info so that is is Consumer interprets info so that is is consistent with his beliefs consistent with his beliefs Average consumer only remembers Average consumer only remembers 30% of information heard 30% of information heard
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. Direct Face to face Reference Groups Indirect- No Personal Contact Primary
Secondary
Aspirational
Dissociative
Opinion Leaders
Members assume different roles for different products Mens clothes? Breakfast cereal? Computer?
Consumer Behavior
Consumer behavior consists of the Consumer behavior consists of the actions a person takes in purchasing and actions a person takes in purchasing and using products and services, including the using products and services, including the mental and social processes that come mental and social processes that come before and after these actions. before and after these actions.
The purchase decision process is the The purchase decision process is the stages a buyer passes through in making stages a buyer passes through in making choices about which products and choices about which products and services to buy. services to buy.
Involvement
Involvement consists of the personal, Involvement consists of the personal, social, and economic significance of the social, and economic significance of the purchase to the consumer. purchase to the consumer.
Motivation
Motivation is the energizing force that Motivation is the energizing force that stimulates behavior to satisfy a need. stimulates behavior to satisfy a need.
Perception
Perception is the process by which an Perception is the process by which an individual selects, organizes, and individual selects, organizes, and interprets information to create a interprets information to create a meaningful picture of the world. meaningful picture of the world.
Perceived Risk
Perceived risk represents the anxieties Perceived risk represents the anxieties felt because the consumer cannot felt because the consumer cannot anticipate the outcomes of a purchase but anticipate the outcomes of a purchase but believes that there may be negative believes that there may be negative consequences. consequences.
Learning
Learning refers to those behaviors that Learning refers to those behaviors that result from (1) repeated experience and result from (1) repeated experience and (2) reasoning. (2) reasoning.
Brand Loyalty
Brand loyalty is a favorable attitude Brand loyalty is a favorable attitude toward and consistent purchase of a single toward and consistent purchase of a single brand over time. brand over time.
Attitude
An attitude is a learned predisposition An attitude is a learned predisposition to respond to an object or class of objects to respond to an object or class of objects in a consistently favorable or unfavorable in a consistently favorable or unfavorable way. way.
Beliefs
Beliefs are a consumers subjective Beliefs are a consumers subjective perception of how a product or brand perception of how a product or brand performs on different attributes based on performs on different attributes based on personal experience, advertising, and personal experience, advertising, and discussions with other people. discussions with other people.
Opinion Leaders
Opinion leaders are individuals who Opinion leaders are individuals who exert direct or indirect social influence exert direct or indirect social influence over others. over others.
The family life cycle describes the The family life cycle describes the distinct phases that a family progresses distinct phases that a family progresses through from formation to retirement, through from formation to retirement, each phase bringing with it identifiable each phase bringing with it identifiable purchasing behaviors. purchasing behaviors.