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Consumer
Buying Behavior
Consumer Influences
Organizational Influences
Obtaining
Consuming
Disposing
Consumer Behavior
Consumer Influences
Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Feelings Motivations Past Experiences Peer Groups Knowledge
Organizational Influences
Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability
Obtaining
Consuming
Disposing
How you decide what you want to buy Other products you consider buying Where you buy How you pay for product How you transport product home
How you use the product How you store the product in your home Who uses the product
How you get rid of remaining product How much you throw away after use If you resell items yourself or through a consignment store How you recycle some products
A field of study that focuses on consumer activities Scope goes beyond just why and how people buy to include consumption analysis
Consumption Analysis
Why and how people use (consume) products in addition to why and how they buy
Purchase
Consumption
Post-consumption Evaluation
Divestment
Need Recognition
An individual senses a difference between what he or she perceives to be the ideal versus the actual state of affairs
Need Recognition
Consumers recognize needs and seek to fulfill them, or seek a product to solve their problems Knowing consumers needs helps firms develop products and marketing programs to reach them more effectively
Need Recognition
Environmental Influences - Culture - Social Class - Personal Influence - Family - Situation Individual Differences - Consumer Resources - Motivation - Knowledge - Attitudes - Personality, Values, and Lifestyle
M E M O R Y
Need Recognition
CDP Model
Internal Search Exposure Stimuli Attention
Need Recognition
Search
Environmental Influences
Comprehension
Acceptance
Retention
M E M O R Y
Individual Differences
Environment al Influences
Internal Search
M E M O R Y
Search
Individual Differences
External Search
- Infomercials
- Websites - Point-of-sales materials
- Family
- Opinion leaders - Media
Information Processing
As consumers are exposed to information from external search, they begin to process the stimuli
Information Processing
Exposure
Stimuli: - Marketer Dominated - Non-marketer Dominated
M E M O R Y
Comprehension
Acceptance Retention
CDP Model
Internal Search Exposure Stimuli Attention
Need Recognition
Search
Pre-purchase Evaluation of Alternatives Environmental Influences
Comprehension
Acceptance
Retention
M E M O R Y
Individual Differences
Pre-purchase Evaluation of Alternatives The process of evaluating alternatives identified from search, which leads to a product or brand selection most likely to satisfy the consumer
Pre-purchase Evaluation of Alternatives Can use new or preexisting evaluations stored in memory Evaluative criteria: standards and specifications used to compare different products and brands Alternative can be considered on attributes that are salient or determinant
Pre-purchase Evaluation of Alternatives Salient attributes such as price and reliability are important to the consumer Determinant attributes such as a cars style and finish usually determine which brand or store consumers choose
Purchase
CDP Model
Internal Search Exposure Stimuli Attention
Need Recognition
Search
Pre-purchase Evaluation of Alternatives Purchase Environmental Influences
Comprehension
Acceptance
Retention
M E M O R Y
Individual Differences
Purchase
Acquisition of the product that involves choosing a specific retailer, and in-store choices
Purchase
Acquisition of the product that involves choosing a specific retailer, and in-store choices
Purchase intention can change during the purchase stageit can be influenced by factors such as in-store promotions, discounts, salespeople, failure to find the product, or lack of financial resources
Purchase
Consumption
CDP Model
Internal Search Exposure Stimuli Attention
Need Recognition
Search
Pre-purchase Evaluation of Alternatives Purchase Environmental Influences
Comprehension
Acceptance
Retention
M E M O R Y
Individual Differences
Consumption
Consumption
Consumption
The process of using the product or service purchased Consumption can either occur immediately or be delayed
Purchase
Consumption
Post-consumption Evaluation
CDP Model
Internal Search Exposure Stimuli Attention
Need Recognition
Search
Pre-purchase Evaluation of Alternatives Purchase Environmental Influences
Comprehension
Acceptance
Retention
M E M O R Y
Individual Differences
Consumption
Post-consumption Evaluation Satisfaction
External Search
Dissatisfaction
Post-consumption Evaluation
Consumption is an important determinant of satisfaction Satisfaction: when consumers expectations are matched by perceived performance Dissatisfaction: when experiences and performance fall short of expectations
Post-Consumption Evaluation
Cognitive dissonance: questioning the purchase decision (postpurchase regret) Usually, the higher the price, the higher the level of cognitive dissonance Emotion strongly affects the evaluation of a product or transaction
Purchase
Consumption
Post-consumption Evaluation
Divestment
CDP Model
Internal Search Exposure Stimuli Attention
Need Recognition
Search
Pre-purchase Evaluation of Alternatives Purchase Environmental Influences
Comprehension
Acceptance
Retention
M E M O R Y
Individual Differences
Consumption
Post-consumption Evaluation Satisfaction
External Search
Dissatisfaction
Divestment
Divestment
Variables Shaping the Decision Process Identify relationships and variables that affect consumer decision making Identify topics for additional research Develop and implement marketing mix strategies
Variables Shaping the Decision Process Environmental Differences: Culture Social Class
Family
Personal Influence Situation behaviors
Social Influences
Culture Subcultures Social class Reference groups
Variables Shaping the Decision Process Environmental Differences: Culture: values, ideas, artifacts, and
symbols that help individuals interpret, communicate, and evaluate as members of society
Variables Shaping the Decision Process Environmental Differences: Social Class: division within society composed of individuals sharing similar values, interests, and behaviors
Variables Shaping the Decision Process Environmental Differences: Family: often the primary decision making unit with a complex and varying pattern or roles and functions
Variables Shaping the Decision Process Environmental Differences: Personal Influence: our behaviors are often affected by those with whom we closely associate
Variables Shaping the Decision Process Individual Differences: Demographics, psychographics, values, and personality
Consumer resources
Motivation Knowledge Attitudes
Consumer Demographics
Age
Religion
Full Nest I Single Parents Divorced and Alone Middle-aged Married Full Nest II Empty Nest Older Single
Social Factors
Groups
Membership Reference (opinion leaders) Aspirational
Family
Psychological Influences
Motivation
Perception Learning Personality Attitude
Perception
Process of receiving, organizing, and assigning meaning to information or stimuli detected by our five senses
Selective Perception
Selective Attention
Selective Distortion
Selective Retention
Personality
An individuals pattern of traits that influence behavioral responses
Psychoanalytic Theory
Hidden buying motives Dreams, hopes, fantasies, fears
Self-concept
Actual Ideal
Attitudes
Learned predisposition to respond to an object in a consistently favorable or unfavorable way
Characteristics
Learned Object Direction Intensity Stable Generalizable
What Is An Attitude?
Object Manifested dimensions and attributes
Variables Shaping the Decision Process Environmental Differences: Situation behaviors: as situations change, so does the individuals behavior
Situational Factors
When consumers buy
Where consumers buy Why consumers buy Conditions under which consumers buy
Situational Influences
Surroundings Time
Terms
High
Degree of Complexity
Low
Initial Purchase
Limited Problem Solving (LPS): Problem solving of a lower degree of complexity that influences consumers actions
Need recognition leads to buying action; extensive search and evaluation often avoided as the purchase is not of great importance
Impulse Buying
Unplanned, spur-of-the-moment action triggered by product display or point of sale promotion (least complex form of LPS)
Factors Influencing Problem Solving Extent Degree of Involvement: Level of perceived personal importance and interest evoked by a stimulus in a specific situation (High-Low)
Factors Influencing Problem Solving Extent Degree of Involvement (High-Low) Perceptions of differences among alternatives
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