Chapter 05

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Slide 1: 

CHAPTER 5 Consumer Decision Making

Learning Outcomes : 

2 Learning Outcomes Explain why marketing managers should understand consumer behavior Analyze the components of the consumer decision-making process Explain the consumer’s postpurchase evaluation process LOI LO2 LO3

Learning Outcomes : 

3 Learning Outcomes Identify the types of consumer buying decisions and discuss the significance of consumer involvement Identify and understand the cultural factors that affect consumer buying decisions Identify and understand the social factors that affect consumer buying decisions LO5 LO6 LO4

Learning Outcomes : 

4 Learning Outcomes Identify and understand the individual factors that affect consumer buying decisions Identify and understand the psychological factors that affect consumer buying decisions LO8 LO7

The Importance of UnderstandingConsumer Behavior : 

5 Explain why marketing managers should understand consumer behavior The Importance of UnderstandingConsumer Behavior LOI

Consumer Behavior : 

6 LOI Consumer Behavior

REVIEW LEARNING OUTCOMEUnderstanding Consumer Behavior : 

7 REVIEW LEARNING OUTCOMEUnderstanding Consumer Behavior LOI

The Consumer Decision-Making Process : 

8 Analyze the components of the consumer decision-making process The Consumer Decision-Making Process LO2

Consumer Decision-Making Process : 

9 LO2 Consumer Decision-Making Process

Consumer Decision-Making Process : 

10 LO2 Consumer Decision-Making Process

Need Recognition : 

11 LO2 Need Recognition

Need Recognition : 

12 LO2 Need Recognition

Stimulus : 

13 LO2 Stimulus sight smell taste touch hearing

Recognition of Unfulfilled Wants : 

14 LO2 Recognition of Unfulfilled Wants When a current product isn’t performing properly When the consumer is running out of a product When another product seems superior to the one currently used

Information Search : 

15 LO2 Information Search Internal Information Search Recall information in memory External Information search Seek information in outside environment Nonmarketing controlled Marketing controlled

External Information Searches : 

16 LO2 External Information Searches

Evoked Set : 

17 LO2 Evoked Set Group of brands, resulting from an information search, from which a buyer can choose.

Evaluation of Alternativesand Purchase : 

18 LO2 Evaluation of Alternativesand Purchase

Purchase : 

19 LO2 Purchase

REVIEW LEARNING OUTCOMEConsumer Decision-Making Process : 

20 REVIEW LEARNING OUTCOMEConsumer Decision-Making Process LO2

Postpurchase Behavior : 

21 Explain the consumer’s postpurchase evaluation process Postpurchase Behavior LO3

Cognitive Dissonance : 

22 LO3 Cognitive Dissonance

Postpurchase Behavior : 

23 LO3 Postpurchase Behavior Consumers can reduce dissonance by: Seeking information that reinforces positive ideas about the purchase Avoiding information that contradicts the purchase decision Revoking the original decision by returning the product

Consumer Buying Decisions andConsumer Involvement : 

24 Identify the types of consumer buying decisions and a discuss the significance a of consumer involvement Consumer Buying Decisions andConsumer Involvement LO4

Consumer Buying Decisions andConsumer Involvement : 

25 LO4 Consumer Buying Decisions andConsumer Involvement

Five Factors Influencing Decisions : 

26 LO4 Five Factors Influencing Decisions

Continuum of Consumer Buying Decisions : 

27 LO4 Continuum of Consumer Buying Decisions

Routine Response Behavior : 

28 LO4 Routine Response Behavior Little involvement in selection process Frequently purchased low cost goods May stick with one brand Buy first/evaluate later Quick decision

Limited Decision Making : 

29 LO4 Limited Decision Making Low levels of involvement Low to moderate cost goods Evaluation of a few alternative brands Short to moderate time to decide

Extensive Decision Making : 

30 LO4 Extensive Decision Making High levels of involvement High cost goods Evaluation of many brands Long time to decide May experience cognitive dissonance

Factors Determining the Level of Consumer Involvement : 

31 LO4 Factors Determining the Level of Consumer Involvement

Marketing Implications of Involvement : 

32 LO4 Marketing Implications of Involvement

REVIEW LEARNING OUTCOME Consumer Buying Decisions and Consumer Involvement : 

33 REVIEW LEARNING OUTCOME Consumer Buying Decisions and Consumer Involvement LO4

Cultural Influences on Consumer Buying Decisions : 

34 Identify and understand the cultural factors that affect consumer buying decisions Cultural Influences on Consumer Buying Decisions LO5

Factors Influencing Buying Decisions : 

35 LO5 Factors Influencing Buying Decisions

Culture : 

36 LO5 Culture

Components of Culture : 

37 LO5 Components of Culture

Culture is. . . : 

38 LO5 Culture is. . .

Value : 

39 Value LO5

Core American Values : 

40 LO5 Core American Values

Subculture : 

41 Subculture LO5

Social Class : 

42 LO5 Social Class

Social Class Measurements : 

43 LO5 Social Class Measurements

Social Class and Education : 

44 LO5 Social Class and Education

The Impact of Social Class on Marketing : 

45 LO5 The Impact of Social Class on Marketing Indicates which medium to use for advertising Helps determine the best distribution for products

REVIEW LEARNING OUTCOME Cultural Factors : 

46 REVIEW LEARNING OUTCOME Cultural Factors LO5

Social Influences on Consumer Buying Decisions : 

47 Identify and understand the social factors that affect consumer buying decisions Social Influences on Consumer Buying Decisions LO6

Social Influences : 

48 LO6 Social Influences

Reference Group : 

49 LO6 Reference Group

Reference Groups : 

50 LO6 Reference Groups

Influences of Reference Groups : 

51 LO6 Influences of Reference Groups They serve as information sources and influence perceptions. They affect an individual’s aspiration levels. Their norms either constrain or stimulate consumer behavior.

Opinion Leaders : 

52 LO6 Opinion Leaders An individual who influences the opinion of others.

Opinion Leaders : 

53 LO6 Opinion Leaders

Family : 

54 LO6 Initiators Influencers Decision Makers Purchasers Consumers Purchase Process Roles in the Family Family

Relationships among Purchasers and Consumers in the Family : 

55 LO6 Relationships among Purchasers and Consumers in the Family

REVIEW LEARNING OUTCOME Social Factors : 

56 REVIEW LEARNING OUTCOME Social Factors LO6

Individual Influences onConsumer Buying Decisions : 

57 Identify and understand the individual factors that affect consumer buying decisions Individual Influences onConsumer Buying Decisions LO7

Individual Influences : 

58 LO7 Individual Influences

Psychological Influences onConsumer Buying Decisions : 

59 Identify and understand the psychological factors that affect consumer buying decisions Psychological Influences onConsumer Buying Decisions LO8

Psychological Influences : 

LO8 Psychological Influences Perception Motivation Learning Beliefs & Attitudes

Perception : 

61 LO8 Perception

Perception : 

LO8 Perception

Perception : 

63 LO8 Perception

Marketing Implications of Perception : 

64 LO8 Marketing Implications of Perception Important attributes Price Brand names Quality and reliability Threshold level of perception Product or repositioning changes Foreign consumer perception

Motivation : 

65 LO8 Motivation

Maslow’s Hierarchy of Needs : 

66 LO8 Maslow’s Hierarchy of Needs

Types of Learning : 

67 LO8 Types of Learning

Stimulus Generation and Discrimination : 

68 LO8 Stimulus Generation and Discrimination

Beliefs and Attitudes : 

69 LO8 Beliefs and Attitudes

Changing Attitudes : 

70 LO8 Changing Attitudes Change beliefs about the brand’s attributes Change the relative importance of these beliefs Add new beliefs

Slide 71: 

Biz Flix Family Man 71 LO8

REVIEW LEARNING OUTCOME : 

72 REVIEW LEARNING OUTCOME LO8 Psychological Factors

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