consumer behavior

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By: mory_mooore (42 month(s) ago)

great effort :D

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CUSTOMER VS. CONSUMER BEHAVIOR : 

CUSTOMER VS. CONSUMER BEHAVIOR Customer behavior: a broad term that covers both individual consumers who buy goods and services for their own use and organizational buyers who purchase business products Consumer behavior: the process through which the ultimate buyer makes purchase decisions

THE CONSUMER DECISION PROCESS : 

Search Alternative Evaluation Purchase Decision Purchase Act Post-purchase Evaluation Problem Opportunity Recognition THE CONSUMER DECISION PROCESS Consumers complete a step-by-step process when making purchase decisions

Classifying Consumer Problem-Solving Processes : 

Classifying Consumer Problem-Solving Processes Routinized Response Behavior Purchases made routinely by choosing a preferred brand or one of a limited group of acceptable brands Examples: © PhotoDisc

Classifying Consumer Problem-Solving Processes : 

Classifying Consumer Problem-Solving Processes Routinized Response Behavior Situation where the consumer has previously set evaluative criteria for a particular kind of purchase but then encounters a new, unknown brand or item Example: Limited Problem Solving

Classifying Consumer Problem-Solving Processes : 

Classifying Consumer Problem-Solving Processes Routinized Response Behavior Results when brands are difficult to categorize or evaluate High-involvement purchase decisions usually require extended problem solving Examples: Limited Problem Solving Extended Problem Solving

THE CONSUMER DECISION PROCESS : 

Search Alternative Evaluation Purchase Decision Purchase Act Post-purchase Evaluation Problem Opportunity Recognition THE CONSUMER DECISION PROCESS Critical that marketers understand where their consumers are in the process Must choose actions to match each phase

THE CONSUMER DECISION PROCESS : 

THE CONSUMER DECISION PROCESS Problem Opportunity Recognition Consumer becomes aware of a significant discrepancy between the existing situation and the desired situation Common Causes of Discrepancy: What is the marketer’s job?

THE CONSUMER DECISION PROCESS : 

THE CONSUMER DECISION PROCESS Search Problem Opportunity Recognition Consumer gathers information related to their attainment of the desired state of affairs Identifies alternative means of problem solution Brands that a consumer actually considers buying before making a purchase decision are known as the evoked set Evoked set evolves constantly

THE CONSUMER DECISION PROCESS : 

THE CONSUMER DECISION PROCESS Search Alternative Evaluation Problem Opportunity Recognition Consumer evaluates the evoked set Outcome of the evaluation stage is the choice of a brand or product (or possibly a decision to renew the search) Evaluative criteria: Understanding and influencing consumers evaluative criteria is important in this stage

THE CONSUMER DECISION PROCESS : 

THE CONSUMER DECISION PROCESS Search Alternative Evaluation Purchase Decision Purchase Act Problem Opportunity Recognition Selection of What and Where

THE CONSUMER DECISION PROCESS : 

THE CONSUMER DECISION PROCESS Search Alternative Evaluation Purchase Decision Purchase Act Post-purchase Evaluation Problem Opportunity Recognition After the purchase, consumers are either satisfied or experience post-purchase anxiety Post-purchase anxiety that results from an imbalance among an individual’s knowledge, beliefs, and attitudes is called cognitive dissonance Marketers must try to reduce this anxiety