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MKT 340 Ch04 ppt

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This document contains slides from a chapter on consumer behavior. It discusses the stages in the consumer purchase decision process, including problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. It also distinguishes between routine, limited, and extended problem solving processes. The slides cover psychological influences on consumer behavior like motivation, personality, perception, learning, values and attitudes. Sociocultural influences discussed include personal influence, word of mouth, and reference groups. Learning objectives are provided at the beginning for describing the purchase decision process and identifying psychological and sociocultural influences.

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Slide 4-1 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 4-2 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. LO 4-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: LO 4-1 Describe the stages in the consumer purchase decision process. Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Slide 4-3 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. LO 4-4 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: LO 4-3 Identify the major psychological influences on consumer behavior. Identify the major sociocultural influences on consumer behavior.
Slide 4-4 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE  The Sense of Styling  The Need for Speed  The Substance of Safety  The Shopping Experience
Slide 4-5 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-1 The purchase decision process consists of five stages
Slide 4-6 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS PROBLEM RECOGNITION LO 4-1  Consumer Behavior  Purchase Decision Process
Slide 4-7 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS INFORMATION SEARCH LO 4-1  Internal Search  External Search • Personal Sources • Public Sources • Marketer-Dominated Sources
Slide 4-8 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-2 Common consumer selection criteria for evaluation of smartphones
Slide 4-9 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS ALTERNATIVE EVALUATION LO 4-1  Evaluative Criteria  Consideration Set
Slide 4-10 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS PURCHASE DECISION LO 4-1  Decide When to Buy  Decide from Whom to Buy
Slide 4-11 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS POSTPURCHASE BEHAVIOR LO 4-1 • Satisfied Customers Tell 3 People • Dissatisfied Customers Tell 9 People  Cognitive Dissonance: Post-purchase anxiety or tension  Customer Satisfaction Studies
Slide 4-12 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MARKETING MATTERS How Much is a Satisfied Customer Worth? LO 4-1 • A 5% improvement in customer retention can increase profits by 70- 80%
Slide 4-13 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS CONSUMER INVOLVEMENT & PROBLEM SOLVING LO 4-2  Involvement • Extended Problem Solving (High involvement) • Limited Problem Solving (Moderate) • Routine Problem Solving (Low involvement)
Slide 4-14 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-3 Comparison of problem-solving variations: extended, limited, and routine
Slide 4-15 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS CONSUMER INVOLVEMENT & PROBLEM SOLVING LO 4-2  Low Involvement • Maintain Product Quality • Avoid Stockouts • Reduce Cognitive Dissonance with Ads  High Involvement • Use Comparative Ads • Use Personal Selling
Slide 4-16 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS SITUATIONAL INFLUENCES LO 4-2  Situational Influences • Purchase Task (purpose) • Social Surroundings (other people) • Physical Surroundings (décor) • Temporal Effects (time) • Antecedent States (mood)
Slide 4-17 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-4 Influences on the consumer purchase decision process from both internal and external sources
Slide 4-18 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR MOTIVATION LO 4-3  Motivation  Maslow’s Hierarchy of Needs:  Based on the idea that motivation comes from a need.  Once need is met, a higher- level need becomes the motivator.
Slide 4-19 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-5 Hierarchy of needs Match.com
Slide 4-20 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR PERSONALITY LO 4-3  Personality  Key Traits: Enduring characteristics  Self-Concept
Slide 4-21 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER PERCEPTION LO 4-3  Perception • Selective Perception: Filtering • Selective Exposure: Paying attention • Selective Comprehension: Interpreting • Selective Retention: Remembering  Subliminal Perception
Slide 4-22 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MAKING RESPONSIBLE DECISIONS The Ethics of Subliminal Messages LO 4-3
Slide 4-23 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.  Strategies to Reduce Perceived Risk • Secure Endorsements • Provide Free Trials/Samples • Give Extensive Instructions • Provide Warranties/Guarantees • Obtain Seals of Approval PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER PERCEPTION LO 4-3
Slide 4-24 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. COLGATE What strategy is used to reduce perceived risk? LO 4-3
Slide 4-25 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LEARNING LO 4-3  Learning • Cue (Stimulus) • Response (Action) • Reinforcement (Reward)  Behavioral Learning: Automatic responses • Drive (Need)
Slide 4-26 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LEARNING LO 4-3  Behavioral Learning • Stimulus Discrimination • Stimulus Generalization  Cognitive Learning: Thinking, reasoning, problem solving  Brand Loyalty
Slide 4-27 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER VALUES, BELIEFS, AND ATTITUDES LO 4-3  Attitude Formation • Attitudes are shaped by values and beliefs • Attitude • Beliefs
Slide 4-28 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER VALUES, BELIEFS, AND ATTITUDES LO 4-3  Attitude Change done by: • Adding New Product Attributes • Changing Perceived Importance of Attributes • Changing Beliefs About a Brand’s Attributes
Slide 4-29 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LIFESTYLE LO 4-3  Lifestyle  Psychographics: Combines psychology, lifestyle, demographics
Slide 4-30 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-A VALS™ identifies eight consumer segments Copyright © 2010 by Strategic Business Insights. All rights reserved. INNOVATORS Sophisticated, Change Leading, Active, Take Charge THINKERS Information Seeking, Satisfied, Reflective BELIEVERS Conservative, Conventional, Traditional STRIVERS Trendy, Approval, Seeking, Disenfranchised ACHIEVERS Successful, Career & Family Oriented, Moderate EXPERIENCERS Risk Seeking, Enthusiastic, Impulsive MAKERS Homegrown, Self Sufficient, Macho, Family Oriented SURVIVORS Passive, Risk Averse, Constrained
Slide 4-31 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR PERSONAL INFLUENCE LO 4-4  Opinion Leaders  Word of Mouth • Buzz: Popularity created by WOM Dove Ad
Slide 4-32 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MARKETING MATTERS BzzAgent—The Buzz Experience LO 4-4 BzzAgent Video
Slide 4-33 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR REFERENCE GROUPS LO 4-4  Reference Groups • Associative Group: Group someone belongs to • Aspiration Group: Group we want to belong to • Dissociative Group: Group we distance from  Brand Community
Slide 4-34 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR FAMILY INFLUENCE LO 4-4  Consumer Socialization: Process of acquiring skills, knowledge, and attitudes  Family Life Cycle  Marital status, age, children…
Slide 4-35 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-6 Modern family life cycle stages and flows
Slide 4-36 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR FAMILY INFLUENCE LO 4-4  Information Gatherer  Influencer  Decision Maker  Purchaser  User  Family Decision-Making • Styles  Spouse-Dominant  Joint • Family Member Roles
Slide 4-37 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR CULTURE AND SUBCULTURE INFLUENCES LO 4-4  Culture: Set of values, ideas, attitudes shared among a group • Hispanic Buying Patterns  Subcultures • African American Buying Patterns • Asian American Buying Patterns Nissan Ad
Slide 4-38 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. GROUPON: HELPING CONSUMERS WITH PURCHASE DECISIONS VIDEO CASE 4 Groupon Video Case
Slide 4-39 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 4 Groupon 1. How has an understanding of consumer behavior helped Groupon grow from 400 subscribers in Chicago in 2008 to 200 million subscribers in 48 countries today?
Slide 4-40 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 4 Groupon 2. What is the Groupon Promise? How does the Groupon Promise affect a consumer’s perceived risk and cognitive dissonance?
Slide 4-41 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 4 Groupon 3. Describe the five-stage purchase decision process for a typical Groupon user.
Slide 4-42 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 4 Groupon 4. What are possible psychological and sociological influences on the Groupon consumer purchase decision process?
Slide 4-43 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 4 Groupon 5. What challenges does Groupon face in the future? What actions would you recommend related to each challenge?
Slide 4-44 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. BUYING PROCESS FOR STARBUCKS VIA™ READY BREW INSTANT COFFEE IN-CLASS ACTIVITY 4-1
Slide 4-45 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ICA 4-1 Buying Process Video Website Example: Starbucks Via™ Ready Brew Instant Coffee
Slide 4-46 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-1 Purchase Decision Process
Slide 4-47 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Consumer Behavior Consumer behavior consists of 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.
Slide 4-48 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Purchase Decision Process The purchase decision process consists of the five stages a buyer passes through in making choices about which products and services to buy: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) postpurchase behavior.
Slide 4-49 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Evaluative Criteria Evaluative criteria are the factors that represent both the objective attributes of a brand and the subjective ones a consumer uses to compare different products and brands.
Slide 4-50 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Consideration Set A consideration set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.
Slide 4-51 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Cognitive Dissonance Cognitive dissonance is the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.
Slide 4-52 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Involvement Involvement is the personal, social, and economic significance of the purchase to the consumer.
Slide 4-53 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Situational Influences Situational influences are the five aspects of the purchase situation that impact the consumer’s purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.
Slide 4-54 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Motivation Motivation is the energizing force that stimulates behavior to satisfy a need.
Slide 4-55 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Personality Personality is a person’s consistent behaviors or responses to recurring situations.
Slide 4-56 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Self-Concept Self-concept is the way people see themselves and the way they believe others see them.
Slide 4-57 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Perception Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
Slide 4-58 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Subliminal Perception Subliminal perception involves seeing or hearing messages without being aware of them.
Slide 4-59 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Perceived Risk Perceived risk is the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences.
Slide 4-60 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Learning Learning consists of those behaviors that result from (1) repeated experience and (2) reasoning.
Slide 4-61 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Brand Loyalty Brand loyalty is a favorable attitude toward and consistent purchase of a single brand over time.
Slide 4-62 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Attitude An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
Slide 4-63 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Beliefs Beliefs are a consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
Slide 4-64 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Lifestyle Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.
Slide 4-65 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Opinion Leaders Opinion leaders are individuals who exert direct or indirect social influence over others.
Slide 4-66 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Word of Mouth Word of mouth involves the influencing of people during conversations.
Slide 4-67 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Reference Groups Reference groups consists of people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.
Slide 4-68 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Brand Community A brand community is a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use.
Slide 4-69 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Consumer Socialization Consumer socialization is the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.
Slide 4-70 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Family Life Cycle A family life cycle consists of the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.
Slide 4-71 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Social Class Social class is the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.
Slide 4-72 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Subcultures Subcultures are the subgroups within the larger, or national, culture with unique values, ideas, and attitudes.

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MKT 340 Ch04 ppt

  • 1. Slide 4-1 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
  • 2. Slide 4-2 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. LO 4-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: LO 4-1 Describe the stages in the consumer purchase decision process. Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
  • 3. Slide 4-3 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. LO 4-4 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: LO 4-3 Identify the major psychological influences on consumer behavior. Identify the major sociocultural influences on consumer behavior.
  • 4. Slide 4-4 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE  The Sense of Styling  The Need for Speed  The Substance of Safety  The Shopping Experience
  • 5. Slide 4-5 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-1 The purchase decision process consists of five stages
  • 6. Slide 4-6 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS PROBLEM RECOGNITION LO 4-1  Consumer Behavior  Purchase Decision Process
  • 7. Slide 4-7 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS INFORMATION SEARCH LO 4-1  Internal Search  External Search • Personal Sources • Public Sources • Marketer-Dominated Sources
  • 8. Slide 4-8 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-2 Common consumer selection criteria for evaluation of smartphones
  • 9. Slide 4-9 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS ALTERNATIVE EVALUATION LO 4-1  Evaluative Criteria  Consideration Set
  • 10. Slide 4-10 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS PURCHASE DECISION LO 4-1  Decide When to Buy  Decide from Whom to Buy
  • 11. Slide 4-11 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS POSTPURCHASE BEHAVIOR LO 4-1 • Satisfied Customers Tell 3 People • Dissatisfied Customers Tell 9 People  Cognitive Dissonance: Post-purchase anxiety or tension  Customer Satisfaction Studies
  • 12. Slide 4-12 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MARKETING MATTERS How Much is a Satisfied Customer Worth? LO 4-1 • A 5% improvement in customer retention can increase profits by 70- 80%
  • 13. Slide 4-13 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS CONSUMER INVOLVEMENT & PROBLEM SOLVING LO 4-2  Involvement • Extended Problem Solving (High involvement) • Limited Problem Solving (Moderate) • Routine Problem Solving (Low involvement)
  • 14. Slide 4-14 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-3 Comparison of problem-solving variations: extended, limited, and routine
  • 15. Slide 4-15 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS CONSUMER INVOLVEMENT & PROBLEM SOLVING LO 4-2  Low Involvement • Maintain Product Quality • Avoid Stockouts • Reduce Cognitive Dissonance with Ads  High Involvement • Use Comparative Ads • Use Personal Selling
  • 16. Slide 4-16 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CONSUMER PURCHASE DECISION PROCESS SITUATIONAL INFLUENCES LO 4-2  Situational Influences • Purchase Task (purpose) • Social Surroundings (other people) • Physical Surroundings (décor) • Temporal Effects (time) • Antecedent States (mood)
  • 17. Slide 4-17 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-4 Influences on the consumer purchase decision process from both internal and external sources
  • 18. Slide 4-18 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR MOTIVATION LO 4-3  Motivation  Maslow’s Hierarchy of Needs:  Based on the idea that motivation comes from a need.  Once need is met, a higher- level need becomes the motivator.
  • 19. Slide 4-19 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-5 Hierarchy of needs Match.com
  • 20. Slide 4-20 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR PERSONALITY LO 4-3  Personality  Key Traits: Enduring characteristics  Self-Concept
  • 21. Slide 4-21 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER PERCEPTION LO 4-3  Perception • Selective Perception: Filtering • Selective Exposure: Paying attention • Selective Comprehension: Interpreting • Selective Retention: Remembering  Subliminal Perception
  • 22. Slide 4-22 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MAKING RESPONSIBLE DECISIONS The Ethics of Subliminal Messages LO 4-3
  • 23. Slide 4-23 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.  Strategies to Reduce Perceived Risk • Secure Endorsements • Provide Free Trials/Samples • Give Extensive Instructions • Provide Warranties/Guarantees • Obtain Seals of Approval PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER PERCEPTION LO 4-3
  • 24. Slide 4-24 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. COLGATE What strategy is used to reduce perceived risk? LO 4-3
  • 25. Slide 4-25 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LEARNING LO 4-3  Learning • Cue (Stimulus) • Response (Action) • Reinforcement (Reward)  Behavioral Learning: Automatic responses • Drive (Need)
  • 26. Slide 4-26 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LEARNING LO 4-3  Behavioral Learning • Stimulus Discrimination • Stimulus Generalization  Cognitive Learning: Thinking, reasoning, problem solving  Brand Loyalty
  • 27. Slide 4-27 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER VALUES, BELIEFS, AND ATTITUDES LO 4-3  Attitude Formation • Attitudes are shaped by values and beliefs • Attitude • Beliefs
  • 28. Slide 4-28 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER VALUES, BELIEFS, AND ATTITUDES LO 4-3  Attitude Change done by: • Adding New Product Attributes • Changing Perceived Importance of Attributes • Changing Beliefs About a Brand’s Attributes
  • 29. Slide 4-29 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LIFESTYLE LO 4-3  Lifestyle  Psychographics: Combines psychology, lifestyle, demographics
  • 30. Slide 4-30 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-A VALS™ identifies eight consumer segments Copyright © 2010 by Strategic Business Insights. All rights reserved. INNOVATORS Sophisticated, Change Leading, Active, Take Charge THINKERS Information Seeking, Satisfied, Reflective BELIEVERS Conservative, Conventional, Traditional STRIVERS Trendy, Approval, Seeking, Disenfranchised ACHIEVERS Successful, Career & Family Oriented, Moderate EXPERIENCERS Risk Seeking, Enthusiastic, Impulsive MAKERS Homegrown, Self Sufficient, Macho, Family Oriented SURVIVORS Passive, Risk Averse, Constrained
  • 31. Slide 4-31 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR PERSONAL INFLUENCE LO 4-4  Opinion Leaders  Word of Mouth • Buzz: Popularity created by WOM Dove Ad
  • 32. Slide 4-32 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MARKETING MATTERS BzzAgent—The Buzz Experience LO 4-4 BzzAgent Video
  • 33. Slide 4-33 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR REFERENCE GROUPS LO 4-4  Reference Groups • Associative Group: Group someone belongs to • Aspiration Group: Group we want to belong to • Dissociative Group: Group we distance from  Brand Community
  • 34. Slide 4-34 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR FAMILY INFLUENCE LO 4-4  Consumer Socialization: Process of acquiring skills, knowledge, and attitudes  Family Life Cycle  Marital status, age, children…
  • 35. Slide 4-35 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-6 Modern family life cycle stages and flows
  • 36. Slide 4-36 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR FAMILY INFLUENCE LO 4-4  Information Gatherer  Influencer  Decision Maker  Purchaser  User  Family Decision-Making • Styles  Spouse-Dominant  Joint • Family Member Roles
  • 37. Slide 4-37 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR CULTURE AND SUBCULTURE INFLUENCES LO 4-4  Culture: Set of values, ideas, attitudes shared among a group • Hispanic Buying Patterns  Subcultures • African American Buying Patterns • Asian American Buying Patterns Nissan Ad
  • 38. Slide 4-38 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. GROUPON: HELPING CONSUMERS WITH PURCHASE DECISIONS VIDEO CASE 4 Groupon Video Case
  • 39. Slide 4-39 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 4 Groupon 1. How has an understanding of consumer behavior helped Groupon grow from 400 subscribers in Chicago in 2008 to 200 million subscribers in 48 countries today?
  • 40. Slide 4-40 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 4 Groupon 2. What is the Groupon Promise? How does the Groupon Promise affect a consumer’s perceived risk and cognitive dissonance?
  • 41. Slide 4-41 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 4 Groupon 3. Describe the five-stage purchase decision process for a typical Groupon user.
  • 42. Slide 4-42 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 4 Groupon 4. What are possible psychological and sociological influences on the Groupon consumer purchase decision process?
  • 43. Slide 4-43 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 4 Groupon 5. What challenges does Groupon face in the future? What actions would you recommend related to each challenge?
  • 44. Slide 4-44 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. BUYING PROCESS FOR STARBUCKS VIA™ READY BREW INSTANT COFFEE IN-CLASS ACTIVITY 4-1
  • 45. Slide 4-45 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ICA 4-1 Buying Process Video Website Example: Starbucks Via™ Ready Brew Instant Coffee
  • 46. Slide 4-46 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 4-1 Purchase Decision Process
  • 47. Slide 4-47 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Consumer Behavior Consumer behavior consists of 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.
  • 48. Slide 4-48 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Purchase Decision Process The purchase decision process consists of the five stages a buyer passes through in making choices about which products and services to buy: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) postpurchase behavior.
  • 49. Slide 4-49 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Evaluative Criteria Evaluative criteria are the factors that represent both the objective attributes of a brand and the subjective ones a consumer uses to compare different products and brands.
  • 50. Slide 4-50 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Consideration Set A consideration set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.
  • 51. Slide 4-51 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Cognitive Dissonance Cognitive dissonance is the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.
  • 52. Slide 4-52 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Involvement Involvement is the personal, social, and economic significance of the purchase to the consumer.
  • 53. Slide 4-53 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Situational Influences Situational influences are the five aspects of the purchase situation that impact the consumer’s purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.
  • 54. Slide 4-54 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Motivation Motivation is the energizing force that stimulates behavior to satisfy a need.
  • 55. Slide 4-55 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Personality Personality is a person’s consistent behaviors or responses to recurring situations.
  • 56. Slide 4-56 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Self-Concept Self-concept is the way people see themselves and the way they believe others see them.
  • 57. Slide 4-57 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Perception Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
  • 58. Slide 4-58 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Subliminal Perception Subliminal perception involves seeing or hearing messages without being aware of them.
  • 59. Slide 4-59 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Perceived Risk Perceived risk is the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences.
  • 60. Slide 4-60 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Learning Learning consists of those behaviors that result from (1) repeated experience and (2) reasoning.
  • 61. Slide 4-61 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Brand Loyalty Brand loyalty is a favorable attitude toward and consistent purchase of a single brand over time.
  • 62. Slide 4-62 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Attitude An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
  • 63. Slide 4-63 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Beliefs Beliefs are a consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
  • 64. Slide 4-64 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Lifestyle Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.
  • 65. Slide 4-65 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Opinion Leaders Opinion leaders are individuals who exert direct or indirect social influence over others.
  • 66. Slide 4-66 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Word of Mouth Word of mouth involves the influencing of people during conversations.
  • 67. Slide 4-67 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Reference Groups Reference groups consists of people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.
  • 68. Slide 4-68 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Brand Community A brand community is a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use.
  • 69. Slide 4-69 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Consumer Socialization Consumer socialization is the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.
  • 70. Slide 4-70 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Family Life Cycle A family life cycle consists of the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.
  • 71. Slide 4-71 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Social Class Social class is the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.
  • 72. Slide 4-72 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Subcultures Subcultures are the subgroups within the larger, or national, culture with unique values, ideas, and attitudes.