consumer and business behavior ch. 6&7 net

7/25/2019 Consumer and Business Behavior Ch. 6&7 Net

1/20

Consumer Decisions:

Psychology for ProfitChapter 6 & 7


2/20

What is Consumer Behavior?

Processes a consumer uses to makepurchase ecisions! as "ell as use an

ispose of purchase goos orservices# also inclues factors thatinfluences purchase ecision an

prouct use


3/20

Consumer Decision $aking

Process

Postpurchase

Behavior

Postpurchase

Behavior

Purchase

Purchase

Evaluationof Alternatives

Evaluationof Alternatives

Information Search

Information Search

Problem Recognition

Problem Recognition

Cultural, Social,Individual andPsychological

Factorsaffect

all steps

Cultural, Social,Individual andPsychological

Factors

affectall steps


4/20

%: Prolem 'ecognition

'esult of an imalance (t actual anesire states

) What is a nee?) What is a "ant?

*o" to recogni+e unfille "ants?


5/20

,: -nformation .earch

-nternal .earch ) recalling pastinformation store in memory

/0ternal .earch ) seekinginformation in the outsieenvironment

) Private 1non marketing sources2) Pulic 1non marketing sources2

) $arketing controlle sources


6/20


7/20

What rives .earch?

Perceive 'isk

Performance risk 3inancial risk

Physical risk

.ocial risk 4ime loss risk


8/20

Driving .earch5

Need MoreNeed More

InformationInformation

ore Ris!ore Ris!"ess !no#ledge"ess !no#ledge

"ess product"ess producte$periencee$perience

%igh level of interest%igh level of interest

"ess Ris!"ess Ris!ore !no#ledgeore !no#ledge

ore productore producte$periencee$perience

"o# level of interest"o# level of interest

Need LessNeed Less

InformationInformation


9/20

: /valuation of lternatives

Consieration set

naly+e prouct attriutes

8se cut off criteria 9pros(cons

$ulti;attriute moels


10/20


11/20

>: Post Purchase Behavior

Cognitive issonance:) Di - make a goo ecision?

) Di - uy the right one? et a goo value? $arketing minimi+es through:

) /ffective communication

) 3ollo" up

) uarantees

) Warranties


12/20

4ypes of Buying Decisions

Comple0 uying ehavior

Dissonance reucing uying ehavior

*aitual uying ehavior

@ariety seeking uying ehavior


13/20

3actors that ffect-nvolvement Aevels

SituationSituation

Social &isibilitySocial &isibility

InterestInterest

Perceived Ris! of'egative

Conse(uences

Perceived Ris! of'egative

Conse(uences

PreviousE$perience

PreviousE$perience

Factors)etermining

"evel of

Involvement

Factors)etermining

"evel ofInvolvement


14/20

3actors -nfluencing

Buying Decisions

Social

Factors

IndividualFactors

Psycho*logicalFactors

Cultural

Factors C+'SER)ECISI+'*

A-I'.PR+CESS

B/ 0

)+'12 B/


15/20

Cultural 3actors

Culture: set of values! norms!attitues & other meaningful symols

that shape human ehavior an theirartifacts or proucts of that ehavioras they are transmitte fromgenerations

.ucultures .ocial class 9ase on ! eucation

an o


16/20

.ocial 3actors

.ocial influences) 'eference groups

Direct: primary an seconary groups) Epinion leaers

3amily


17/20

-niviual 3actors

ener 1ehol the po"er of "omen2

ge

3amily Aife Cycle

Personality

.elf concept Aifestyle


18/20

Psychological 3actors Perception: process y "hich people

select! organi+e an interpret stimuliinto a meaningful picture

) .elective e0posure) .elective istortion) .election retention

$otivation Aearning @alues! Beliefs & ttitues ) "hat can

marketing influence?


19/20

$otivation an $aslo"

PhysiologicalPhysiological

SafetySafety

SocialSocial

EsteemEsteem

Self*Self*Actuali3ationActuali3ation


20/20

What o you nee to kno"

aout your customers? What are five things that someone

shoul kno" aout me?

Descrie yourself emographically Aist %F things you are thinking right

no"

consumer and business behavior ch. 6&7 net

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