analysing consumer behaviour
TRANSCRIPT
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Analyzing Consumer
Markets
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Discussion Questions
1. How do consumer characteristics
influence buying behavior?
2. What major psychological processes
influence consumer responses to themarketing program?
3. How do consumers make purchasing
decisions?
4. In what ways do consumers stray from a
deliberative, rational decision process?
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The study of how individuals, groups,
and organizations select, buy, use, and
dispose of goods, services, ideas, or
experiences to satisfy their needs or
wants.
Consumer Behavior
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Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
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Cultural Factors
Culture
Subculture
Social Class
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Nationalities
Religions
Racial Groups
Geographic Regions
Special Interest
Subculture
Within a class, people tend
to behave alike.
Social class conveys
perceptions of inferior or
superior position.
Class may be indicated by a
cluster of variables
(occupation, income, wealth,
and education).
Social Class
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Social Factors
Reference Groups
Family
Role and Status
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Membership
Primary
Secondary
Aspirational
Dissociative
Reference Group
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Family of Orientation
Religion
Politics
Economics
Family of Procreation
Everyday Buying Behavior
Family
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Roles & Status
A role consists of the activities a person Is
expected to perform. Each role in turn connotes
a status. A Senior vice president of marketing
may be seen as having more status than a sales
manager. People choose products that reflectand communicate their role and their actual or
desired status in society. Marketers must be
aware of the status-symbol potential ofproducts brands
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Personal Factors
Age
Life Cycle Stage
Personality
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Personal Factors
ValuesOccupation
Lifestyle
Economic situation
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Psychological Factors
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Motivation
Freud
Maslow
Herzberg
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Maslows Hierarchy of Needs
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Perception
Selective Distortion
Selective Retention
Selective Attention
Subliminal Perception
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Learning
Driver
Cues
Discrimination
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Emotions
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Memory
Brand Associations
Mental Maps
Memory Processes
Encoding
Retreival
Brand
Association
Association
Association
Association
Association
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Hypothetical State Farm
Mental Map
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The Buying Decision Process
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Buying Decision Process
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Problem Recognition
Stimulus
Internal
External
Im Hungry
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Information Search
Personal
CommercialPublic
Experiential
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Successive Sets Involved in
Consumer Decision Making
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Evaluation of Alternatives
Attitudes
Beliefs
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Steps between Evaluation of
Alternatives and Purchase Decision
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Purchase Decision
Noncompensatory Models
Brand
Dealer
Quantity
Timing
Payment method
Purchase
subdecisions
Choice Heuristics:
Conjective
Lexicographic
Elimination-by-aspect
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Postpurchase Behavior
Postpurchase Satisfaction
Postpurchase ActionsDefect
Loyal
Dissatisfied
Satisfied
Delighted
Stay or Go
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How Customers
Use or Dispose of Products
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Behavioral Decision Theory
Decision Heuristics
Decision Framing