LHM 12e ch06 - PPT - IE

Chapter 6: Consumer Decision Making
Prepared & Designed by Laura Rush, B-books, Ltd.
Copyright Cengage Learning 2012 All Rights Reserved
Learning Outcomes
LO1 Explain why marketing managers should understand consumer behavior Analyze the components of the consumer decisionmaking process Explain the consumers postpurchase evaluation process
LO2
LO3
LO4
Identify the types of consumer buying decisions and discuss the significance of consumer involvement
Copyright Cengage Learning 2012 All Rights Reserved 2
Learning Outcomes
LO5 Identify and understand the cultural factors that affect consumer buying decisions Identify and understand the social factors that affect consumer buying decisions Identify and understand the individual factors that affect consumer buying decisions Identify and understand the psychological factors that affect consumer buying decisions
LO6 LO7
LO8
The Importance of Understanding Consumer Behavior
Explain why marketing managers should understand consumer behavior.
LO1
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.
LO1
Review Learning Outcome

Understanding Consumer Behavior
consumers make purchase decisions Consumer behavior
= HOW
consumers use and dispose of product
LO1
The Consumer Decision-Making Process
Analyze the components of the consumer decision-making process.
LO2
Consumer Decision-Making Process

Need Recognition
Information Search
Cultural, Social, Individual and Psychological Factors affect all steps
Evaluation of Alternatives Purchase Postpurchase Behavior
LO2
Need Recognition
Marketing helps consumers recognize an imbalance between present status and preferred state.
LO2
Recognition of Unfulfilled Wants

When a current product isnt performing properly When the consumer is running out of a product When another product seems superior to the one currently used
LO2
10
Information Search
Internal Information Search
Recall information in memory
External Information search

Seek information in outside environment
Nonmarketing controlled Marketing controlled
LO2
11
External Information Searches

Need Less Information
Less Risk More knowledge More product experience Low level of interest Confidence in decision
Need More Information

More Risk Less knowledge Less product experience High level of interest Lack of confidence
LO2
12
Evaluation of Alternatives and Purchase

Evoked Set
Analyze product attributes
Use cutoff criteria
Rank attributes by importance
Purchase!
LO2
Purchase
Determines which attributes are most important in influencing a consumers choice
LO2
14

Consumer Decision-Making Process
INDIVIDUAL CULTURAL SOCIAL
Need 1 Recognition
Information Search
Evaluate 3 Alternatives
Purchase
PSYCHOLOGICAL
LO2
15
Postpurchase Behavior
Explain the consumers postpurchase evaluation process.
LO3
16
Postpurchase Behavior
Consumers can reduce cognitive dissonance by:
Seeking information that reinforces positive ideas about the purchase
Avoiding information that contradicts the purchase decision
Revoking the original decision by returning the product Marketers can minimize through:
Effective Communication Follow-up Guarantees Warranties Service during and after the sale
LO3
17

Consumer postpurchase evaluation process
To Reduce Dissonance
Cognitive Dissonance
Consumer can:
Justify decision Seek new information Avoid contradictory information
Satisfied Customer
Return product
Marketer can:
Send postpurchase thank you or letter Display product superiority in ads Offer guarantees
LO3
18
Consumer Buying Decisions and Consumer Involvement
Identify the types of consumer buying
decisions and discuss the

significance of consumer involvement.
LO4
19
Routine Response Behavior
Limited Decision Making
Extensive Decision Making
Less Involvement
More Involvement
LO4
20
Continuum of Consumer Buying Decisions
LO4
Factors Determining the Level of Consumer Involvement

Previous Experience
Interest Perceived Risk of Negative Consequences Situation
Social Visibility
LO4
22
Marketing Implications of Involvement
High-involvement purchases require:
Extensive and informative promotion to target market
Low-involvement purchases require:
In-store promotion, eye-catching package design, and good displays. Coupons, cents-off, 2-for-1 offers
23
LO4
Factors Influencing Buying Decisions
Cultural Factors
Social Factors
Individual Factors
Psychological Factors
CONSUMER DECISIONMAKING PROCESS
BUY / DONT BUY
LO4
24

Previous experience Interest Perceived risk of negative consequences Situation Social visibility
Extensive Limited Routine
LO4
25
Cultural Influences on Consumer Buying Decisions
Identify and understand the cultural factors that affect consumer buying decisions.
LO5
26
Components of Culture
Values Language Myths Customs Rituals Laws Material artifacts
LO5
27
Culture is. . .
Pervasive Functional Learned Dynamic
LO5
28
Values
1. 2. 3. The most defining element of a culture is its values. People with similar value systems tend to react alike to prices and other marketing-related inducements. Values also correspond to consumption patterns. Success Materialism Freedom LO5 Progress Youth
Capitalism
29
Social Class
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.
LO5
30
Social Class Measurements

Occupation
Income
Education
Wealth
Other Variables LO5


Cultural Factors
LO5
32
Social Influences on Consumer Buying Decisions
Identify and understand
the social factors that affect

consumer buying decisions.
LO6
33
Social Influences
Reference Groups
Opinion Leaders
Family Members
LO6
Reference Groups
Primary
Direct
Secondary
Reference Groups
Aspirational
Indirect
Nonaspirational
LO6
35
Influences of Reference Groups

1. They serve as information sources and influence perceptions. 2. They affect an individuals aspiration levels. 3. Their norms either constrain or stimulate consumer behavior.
LO6
36
Opinion Leaders
Marketers are looking to Web logs, or blogs, to find opinion leaders
Teenagers Movie stars Sports figures Celebrities
LO6
37
Family
Purchase Process Roles in the Family
Initiators
Influencers Decision Makers Purchasers Consumers
LO6
Relationships among Purchasers and Consumers in the Family
LO6

Social Factors
Direct
Reference Groups
Primary Secondary
Indirect
Aspirational Nonaspirational
Opinion Leaders
People you know
Celebrities
Socialization Process
Family
Initiators Decision Makers Consumers Influencers Purchasers
LO6
40
Individual Influences on Consumer Buying Decisions
Identify and understand the individual factors that affect consumer buying decisions.
LO7
41

Individual Influences on Consumer Buying Decisions
Gender
Age Life Cycle
Personality Self-Concept Lifestyle
LO7
42
Psychological Influences on Consumer Buying Decisions
Identify and understand the psychological factors that affect consumer buying decisions.
LO8
43
Psychological Influences
Perception
Motivation
Learning
Beliefs & Attitudes
LO8
44
Perception
Selective Exposure Consumer notices certain stimuli and ignores others Consumer changes or distorts information that conflicts with feelings or beliefs Consumer remembers only that information that supports personal beliefs
Selective Distortion
Selective Retention
LO8
45
Marketing Implications of Perception

Important attributes
Price
Brand names Quality and reliability Threshold level of perception Product or repositioning changes Foreign consumer perception Subliminal perception
LO8
46
Maslows Hierarchy of Needs
LO8
47
Types of Learning
Experiential An experience changes behavior
Conceptual
Not learned through direct experience
LO8
48
Stimulus Generation and Discrimination

Stimulus Generalization
A form of learning that occurs when one response is extended to a second stimulus similar to the first.
Stimulus Discrimination
A learned ability to differentiate among similar products.
LO8
49
Beliefs and Attitudes

An organized pattern of knowledge that an individual holds as true about his or her world.
Belief
Attitude
A learned tendency to respond consistently toward a given object.
LO8
50
Changing Attitudes
Change beliefs about the brands attributes Change the relative importance of these beliefs Add new beliefs
LO8
51

Psychological Factors
Selective Exposure
Perception
Selective Retention Selective Exposure
Needs
Motivation
Psychological Safety Social Esteem SelfActualization
Learning
Stimulus Generalization
Stimulus Discrimination
Beliefs & Attitudes
Changing Beliefs about Attributes
Changing Importance of Beliefs
Adding New Beliefs
Chapter 6 Company Clip

ReadyMade, a unique do-it-yourself (DIY) magazine uses its knowledge of its loyal consumer base to tailor its product. http://www.cengage.com/marketing/book_con tent/9781111821647_lamb/videos/ch06.html
53

LHM 12e ch06 - PPT - IE

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Chapter 6: Consumer Decision Making

Prepared & Designed by Laura Rush, B-books, Ltd.

Copyright Cengage Learning 2012 All Rights Reserved

Copyright Cengage Learning 2012 All Rights Reserved

The Importance of Understanding Consumer Behavior

Explain why marketing managers should understand consumer behavior.

Copyright Cengage Learning 2012 All Rights Reserved

Copyright Cengage Learning 2012 All Rights Reserved

Review Learning Outcome

consumers make purchase decisions Consumer behavior

Copyright Cengage Learning 2012 All Rights Reserved

The Consumer Decision-Making Process

Analyze the components of the consumer decision-making process.

Copyright Cengage Learning 2012 All Rights Reserved

Consumer Decision-Making Process

Evaluation of Alternatives Purchase Postpurchase Behavior

Copyright Cengage Learning 2012 All Rights Reserved

Copyright Cengage Learning 2012 All Rights Reserved

Recognition of Unfulfilled Wants

Copyright Cengage Learning 2012 All Rights Reserved

External Information search

Copyright Cengage Learning 2012 All Rights Reserved

External Information Searches

Need More Information

Copyright Cengage Learning 2012 All Rights Reserved

Evaluation of Alternatives and Purchase

Use cutoff criteria

Rank attributes by importance

Determines which attributes are most important in influencing a consumers choice

Copyright Cengage Learning 2012 All Rights Reserved

Review Learning Outcome

INDIVIDUAL CULTURAL SOCIAL

Copyright Cengage Learning 2012 All Rights Reserved

Explain the consumers postpurchase evaluation process.

Copyright Cengage Learning 2012 All Rights Reserved

Copyright Cengage Learning 2012 All Rights Reserved

Review Learning Outcome

Copyright Cengage Learning 2012 All Rights Reserved

Consumer Buying Decisions and Consumer Involvement

Identify the types of consumer buying

decisions and discuss the

Copyright Cengage Learning 2012 All Rights Reserved

Consumer Buying Decisions and Consumer Involvement

Routine Response Behavior

Limited Decision Making

Extensive Decision Making

Copyright Cengage Learning 2012 All Rights Reserved

Continuum of Consumer Buying Decisions

Factors Determining the Level of Consumer Involvement

Interest Perceived Risk of Negative Consequences Situation

Copyright Cengage Learning 2012 All Rights Reserved

Marketing Implications of Involvement

High-involvement purchases require:

Extensive and informative promotion to target market

Low-involvement purchases require:

Copyright Cengage Learning 2012 All Rights Reserved

Factors Influencing Buying Decisions

CONSUMER DECISIONMAKING PROCESS

BUY / DONT BUY

Copyright Cengage Learning 2012 All Rights Reserved

Review Learning Outcome

Extensive Limited Routine

Copyright Cengage Learning 2012 All Rights Reserved