chapter 6 consumer decision making
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ConsumerTRANSCRIPT
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6Consumer Decision MakingDr. Close
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Importance of Consumer BehaviorWhy study consumer behavior?Complex: personality is a poor predictor of purchasing.Purchasing agent is variable (no longer wife, husband, etc)May have + attitude without intent to buy (I like Jennifer Anniston v.s. I plan to see Annistons new movie; Mercedes)Routine or involved decisions
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An Involved Choice?Time (convenience stores a good value vs grocery?)
3. Atmospherics (how stores makes you feel)What are some of the other things that makes you purchase a particular product? 2. Reason for purchase (gift vs personal use; restaurant choice)
Previous experience, interest, risk, social visibility and purchase situation Purchase situation includes:
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Purchase Situation by Gender
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Decision Making ProcessNeed recognition (vs want)Information search (internal/external)Evaluation of alternatives (evoked set)Purchase (or not)Post purchase behavior (cognitive dissonance)
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Cognitive DissonanceDissonanceBuyers remorseEx: Neiman Marcus, United Airlines, and what else??
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Other InfluencesSocial factors (reference groups, opinion leaders, family)Cultural factors (values, subcultures, class)Individual factors (demographics, psychographics)Psychological factors (perception, motivation, learning, and beliefs)
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Social FactorsReference groupsThose you look to for guidance. What are some reference groups that you can think of??Marketers: opinion leaders, influence others, usually type of productMost influential for visible products (car vs mattress function)
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Cultural InfluencesSubcultures and valuesSocial Class is defined as people with the same status in a society.It is NOT simply a function of incomeFactors U.S.: usually measuredOccupationEducationHousingU.S. is fluid (change)People over rank themselves
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Individual InfluencesBetty Crocker pictures change as consumer attitudes and lifestyles also change. Demographic change Change in lifestyles and attitudes
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Oil of Olay AdsAfterBeforePeople did not see the positive association between oil and beauty. As such, the second logo for Olay was changed and oil was taken out.
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Psychological InfluencesPerceptionGathering & interpreting of information from the world around us.The process involves:Selective exposureSeek what interests us, ignore othersEx: political information and what else??Selective distortionScreen/modify ideas we disagree withEx: power of suggestion, Bugs Bunny, and what else??Selective retentionRemember what you wantEx: forget homework, photo memory
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Selective Distortion
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Hierarchy of NeedsPhysiologicalSafetySocialLove, friendship, status, esteemInteraction with others (Club Med)PersonalNeed for personal satisfactionAny examples??
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Safety Ad Appeal
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XBOX 360: Address what needs?
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SummaryWhy study consumer behavior?Involvement factorsSocial, cultural, individual, psychologicalHierarchy of needsAny questions?
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