P. 1
Consumer Behavior

Consumer Behavior

|Views: 302|Likes:
Published by jimy156

More info:

Categories:Types, Business/Law
Published by: jimy156 on Mar 28, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less

11/19/2010

pdf

text

original

€ Psychological

variables € Problem-solving processes € Social influences

€ Motivation € Needs € Wants € Drives

€ Learning € Behavioral
ƒ

learning

drive ƒ cue ƒ response ƒ reinforcement

€ Learning € Cognitive
ƒ ƒ ƒ ƒ ƒ

(cont·d)

learning

problem identification information search evaluation of alternatives purchase postpurchase evaluation

€ Perception € Selective

exposure € Selective distortion € Selective retention € Perceived risk € Just noticeable difference

€ Evaluating € Evaluative € Evoked

alternatives

criteria

set

€ Beliefs € Beliefs

vs attitudes

What a person thinks about something ƒ Relatively easy to change
ƒ

€ Beliefs € Attitudes

vs. attitudes (cont·d)

enduring points of view ƒ slow to change ƒ formed by:
ƒ

a consumer·s beliefs about product attributes the importance the consumer attaches to those attributes

€ Beliefs € Brand
ƒ

vs. attitudes (cont·d)

loyalty

favorable attitude toward and consistent purchase of a brand over time

€ Lifestyles

activities ƒ interests ƒ opinions
ƒ

€ Involvement € High € Low

Significant differences between brands

Complex Buying Behavior

Variety-seeking buying behavior

Few differences between brands

Dissonancereducing Buying Behavior High Involvement

Habitual Buying Behavior

Low Involvement

€ Complex

Buying Behavior

€ Beliefs

€ Attitudes

€ Purchase

Decision

€ Dissonance-Reducing € Purchase

Behavior

€ Dissonance

€ New

Beliefs

€ Attitude

€ Habitual

Buying Behavior € beliefs learning behavior

€ passive

€ purchase

€ evaluation

(sometimes)

€ Variety-seeking

buying behavior

between involvement, learning, and buying behavior € High involvement
€ Relationship

cognitive learning ƒ complex buying behavior ƒ dissonance-reducing buying behavior
ƒ

between involvement, learning, and buying behavior (cont·d) € Low involvement
€ Relationship

behavioral learning ƒ habitual buying behavior ƒ variety-seeking buying behavior
ƒ

Implications € To sell products under conditions of complex buying behavior and dissonance-reducing buying behavior:
present fact-based information ƒ use rational arguments
ƒ

€ Strategic

Implications (cont·d) € To sell products under conditions of habitual buying behavior, increase involvement by:
€ Strategic

high repetition of messages ƒ focus on an involving issue (bad breath, dandruff) ƒ use strong emotions in messages
ƒ

Implications (cont·d) € To sell products under conditions of varietyseeking buying behavior:
€ Strategic

offer multiple brands ƒ use sales promotions to encourage switching
ƒ

€ Word-of-mouth

communication € Family influences € Social class € Reference groups € Opinion leadership € Culture

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->