consumerbehavior

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Consumer Behavior: 

Consumer Behavior

Factors influencing Consumer Behavior: 

Factors influencing Consumer Behavior Psychological variables Problem-solving processes Social influences

Psychological Variables: 

Psychological Variables Motivation Needs Wants Drives

Psychological Variables: 

Psychological Variables Learning Behavioral learning drive cue response reinforcement

Psychological Variables: 

Psychological Variables Learning (cont’d) Cognitive learning problem identification information search evaluation of alternatives purchase postpurchase evaluation

Psychological Variables: 

Psychological Variables Perception Selective exposure Selective distortion Selective retention Perceived risk Just noticeable difference

Psychological Variables: 

Psychological Variables Evaluating alternatives Evaluative criteria Evoked set

Psychological Variables: 

Psychological Variables Beliefs vs attitudes Beliefs What a person thinks about something Relatively easy to change

Psychological Variables: 

Psychological Variables Beliefs vs. attitudes (cont’d) Attitudes enduring points of view slow to change formed by: a consumer’s beliefs about product attributes the importance the consumer attaches to those attributes

Psychological Variables: 

Psychological Variables Beliefs vs. attitudes (cont’d) Brand loyalty favorable attitude toward and consistent purchase of a brand over time

Psychological Variables: 

Psychological Variables Lifestyles activities interests opinions

Problem-Solving Processes: 

Problem-Solving Processes Involvement High Low

Problem-Solving Processes: 

Problem-Solving Processes Significant differences between brands High Involvement Low Involvement Few differences between brands Complex Buying Behavior Variety-seeking buying behavior Dissonance-reducing Buying Behavior Habitual Buying Behavior

Problem Solving Processes: 

Problem Solving Processes Complex Buying Behavior Beliefs Attitudes Purchase Decision

Problem Solving Processes (cont’d): 

Problem Solving Processes (cont’d) Dissonance-Reducing Behavior Purchase Dissonance New Beliefs Attitude

Problem-Solving Processes (cont’d): 

Problem-Solving Processes (cont’d) Habitual Buying Behavior beliefs passive learning purchase behavior evaluation (sometimes)

Problem-Solving Processes: 

Problem-Solving Processes Variety-seeking buying behavior

Problem-Solving Processes: 

Problem-Solving Processes Relationship between involvement, learning, and buying behavior High involvement cognitive learning complex buying behavior dissonance-reducing buying behavior

Problem-Solving Processes: 

Problem-Solving Processes Relationship between involvement, learning, and buying behavior (cont’d) Low involvement behavioral learning habitual buying behavior variety-seeking buying behavior

Problem-Solving Processes: 

Problem-Solving Processes Strategic Implications To sell products under conditions of complex buying behavior and dissonance-reducing buying behavior: present fact-based information use rational arguments

Problem-Solving Processes: 

Problem-Solving Processes Strategic Implications (cont’d) To sell products under conditions of habitual buying behavior, increase involvement by: high repetition of messages focus on an involving issue (bad breath, dandruff) use strong emotions in messages

Problem-Solving Processes: 

Problem-Solving Processes Strategic Implications (cont’d) To sell products under conditions of variety-seeking buying behavior: offer multiple brands use sales promotions to encourage switching

Social Influences : 

Social Influences Word-of-mouth communication Family influences Social class Reference groups Opinion leadership Culture