Slides Week 4 Wednesday | Consumer Behaviour | Behavior

Principles of Marketing

BA 3365 Section 006

Consumer Behavior
Professor Andrei Strijnev

The University of Texas at Dallas Fall 2005

CHAPTER

5

CONSUMER BEHAVIOR

AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Outline the stages in the consumer decision process. • Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.

AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Explain how psychological influences affect consumer behavior, particularly purchase decision processes. • Identify major sociocultural influences on consumer behavior and their effects on purchase decisions.

AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:

• Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.

CONSUMER BEHAVIOR

– SAVVY AUTOMAKERS KNOW THEIR CUSTOM(H)ER
• Consumer behavior

CONSUMER PURCHASE DECISION PROCESS Purchase decision process

FIGURE 5-2 Consumer Reports’ evaluation of portable compact disc players (abridged)

CONSUMER PURCHASE DECISION PROCESS
• Alternative Evaluation: Assessing Value
• Evaluative criteria • Evoked set

• Purchase Decision: Buying Value • Postpurchase Behavior: Value in Consumption or Use
• Cognitive dissonance

CONSUMER PURCHASE DECISION PROCESS

• Involvement and Problem-Solving Variations

FIGURE 5-3 Comparison of problemsolving variations

CONSUMER PURCHASE DECISION PROCESS
• Involvement and Problem-Solving Variations (cont)
– Routine Problem Solving – Limited Problem Solving – Extended problem Solving – Involvement and Marketing Strategy

• Situational Influences

FIGURE 5-4 Influences on the consumer purchase decision process

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
• Motivation and Personality
– Motivation – Personality
• National character • Self-concept

• Perception
– Selective Perception – Subliminal perception – Perceived Risk

FIGURE 5-5 Hierarchy of needs

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
• Learning
– Behavioral Learning – Cognitive Learning – Brand Loyalty

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
• Values, Beliefs, and Attitudes
– Attitude Formation
• Attitude • Beliefs

– Attitude Change

• Lifestyle

VALSTM psychographic segments

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
• Personal Influence
– Opinion Leadership – Word of Mouth

• Reference Groups • Family Influence
– Consumer Socialization – Family Life Cycle – Family Decision Making

FIGURE 5-7 Modern family life cycle

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
• Social Class • Culture and Subculture
– African-American Buying Patterns – Hispanic Buying Patterns – Asian Buying Patterns

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