© 2006 mcgraw-hill companies, inc., mcgraw-hill/irwinslide 5-2 consumer behavior c hapter
TRANSCRIPT
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-2
CONSUMER BEHAVIOR
CHAPTER
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CONSUMER PURCHASEDECISION PROCESS
Slide 5-6
• Consumer Behavior
• Purchase Decision Process
• Problem Recognition: Perceiving a Need
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-7
FIGURE 5-1FIGURE 5-1 Purchase decision process
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CONSUMER PURCHASEDECISION PROCESS
Slide 5-8
• Information Search: Seeking Value
Internal Search
External Search
• Personal Sources
• Public Sources
• Market-Dominated Sources
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-9
FIGURE 5-2FIGURE 5-2 Consumer Report’s evaluation of portable MP3-capable CD players
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CONSUMER PURCHASEDECISION PROCESS
Slide 5-10
• Alternative Evaluation: Assessing Value
Evaluative Criteria
Consideration Set
• Purchase Decision: Buying Value
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-11
FIGURE 5-AFIGURE 5-A What new car buyers consider most important in deciding what new car to buy
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CONSUMER PURCHASEDECISION PROCESS
Slide 5-12
• Purchase Decision: Buying Value
Cognitive Dissonance
• Postpurchase Behavior: Value in Consumption or Use
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-13
Consumer Purchase DecisionWhy is post purchase behavior important?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MARKETING NEWSNET
Slide 5-14
The Value of a Satisfied Customer
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CONSUMER PURCHASEDECISION PROCESS
Slide 5-15
• Involvement and Problem-Solving Variations
Routine Problem Solving
Limited Problem Solving
• Situational Influences
Extended Problem Solving
Involvement and Marketing Strategy
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-16
FIGURE 5-3FIGURE 5-3 Comparison of problem-solving variations
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-18
FIGURE 5-4FIGURE 5-4 Influences on the consumer purchase decision process
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-22
• Motivation and Personality
Motivation
• Physiological Needs
• Safety Needs
• Social Needs
• Personal Needs
• Self-Actualization Needs
Personality
• Self-Concept
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-23
FIGURE 5-5FIGURE 5-5 Hierarchy of needs
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-24
• Perception
Selective Perception
• Selective Perception
• Selective Exposure
• Selective Comprehension
• Selective Retention
Subliminal Perception
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ETHICS AND SOCIAL RESPONSIBILITY ALERT
Slide 5-25
The Ethics of Subliminal Messages
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-26
• Perception
Perceived Risk
• Obtain Seals of Approval
• Secure Endorsements from Influential People
• Provide Free Trials
• Give Extensive Usage Instructions
• Provide Warranties and Guarantees
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-27
Fresh Step Crystals Cat Litter Why use the Good Housekeeping Seal?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-28
Mary Kay’s Velocity FragranceWhy offer a free sample through a website?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-29
• Learning
Behavioral Learning
• Drive
• Response
• Reinforcement
• Negative Reinforcement
• Stimulus Generalization
• Stimulus Discrimination
Cognitive Learning
Brand Loyalty
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-30
FIGURE 5-BFIGURE 5-B Brand loyalty tendency by product category
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-31
• Values, Beliefs, and Attitudes
Attitude Formation
• Attitude
• Beliefs
Attitude Change
• Change Beliefs About a Brand’s Attributes
• Change Perceived Importance of Attributes
• Add New Attributes to the Product
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-32
Colgate Total Toothpaste andBayer Extra Strength Aspirin
How did these ads change attitudes?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-33
• Lifestyle
Psychographics
VALS™
• Thinkers
• Believers
• Achievers
• Strivers
• Experiencers
• Makers
• Innovators
• Survivors
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-35
VALS™ Consumer Segments How do consumers make purchase decisions?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-39
• Personal Influence
Opinion Leadership
• Opinion Leaders
• Word of Mouth
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-40
Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-41
FIGURE 5-C FIGURE 5-C Word of mouth influence
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-43
• Reference Groups
Membership Group
Aspiration Group
Dissociative Group
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-44
• Family Influence
Consumer Socialization
Family Life Cycle
Family Decision Making
• Information Gatherer
• Influencer
• Decision Maker
• Purchaser
• User
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-45
FIGURE 5-6FIGURE 5-6 Modern family life cycle
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-46
Haggar Clothing What role do women play in this purchase?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
Slide 5-47
• Social Class
African American Buying Patterns
Hispanic Buying Patterns
• Assimulated
• Nonassimulated
• Culture and Subculture
Asian American Buying Patterns
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-48
Bonne Bell Cosmetics Why target the African American women market?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-49
Target Why use Spanish language ads in the U.S.?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-71
Consumer Behavior
Consumer behavior consists of the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.
Consumer behavior consists of the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-72
Purchase Decision Process
The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy.
The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-73
Evaluative Criteria
Evaluative criteria are the factors which represent both the objective attributes of a brand and the subjective ones a consumer uses to compare different products and brands.
Evaluative criteria are the factors which represent both the objective attributes of a brand and the subjective ones a consumer uses to compare different products and brands.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-74
Consideration Set
A consideration set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.
A consideration set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-75
Cognitive Dissonance
Cognitive dissonance is the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.
Cognitive dissonance is the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-76
Involvement
Involvement consists of the personal, social, and economic significance of the purchase to the consumer.
Involvement consists of the personal, social, and economic significance of the purchase to the consumer.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-77
Situational Influences
Situational influences consist of the five aspects of the purchase situation that impacts the consumer’s purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.
Situational influences consist of the five aspects of the purchase situation that impacts the consumer’s purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-78
Motivation
Motivation is the energizing force that stimulates behavior to satisfy a need.Motivation is the energizing force that stimulates behavior to satisfy a need.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-79
Personality
Personality refers to a person’s consistent behaviors or responses to recurring situations.
Personality refers to a person’s consistent behaviors or responses to recurring situations.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-80
Self-Concept
Self-concept is the way people see themselves and the way they believe otherssee them.
Self-concept is the way people see themselves and the way they believe otherssee them.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-81
Perception
Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-82
Subliminal Perception
Subliminal perception is seeing or hearing messages without being awareof them.
Subliminal perception is seeing or hearing messages without being awareof them.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-83
Perceived Risk
Perceived risk represents the anxieties felt because the consumer cannot anticipate the outcomes of a purchasebut believes that there may be negative consequences.
Perceived risk represents the anxieties felt because the consumer cannot anticipate the outcomes of a purchasebut believes that there may be negative consequences.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-84
Learning
Learning refers to those behaviors that result from (1) repeated experience and (2) reasoning.
Learning refers to those behaviors that result from (1) repeated experience and (2) reasoning.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-85
Brand Loyalty
Brand loyalty is a favorable attitude toward and consistent purchase of asingle brand over time.
Brand loyalty is a favorable attitude toward and consistent purchase of asingle brand over time.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-86
Attitude
An attitude is a “learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.”
An attitude is a “learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.”
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-87
Beliefs
Beliefs are a consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
Beliefs are a consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-88
Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.
Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.
Lifestyle
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-89
Opinion leaders are individuals who exert direct or indirect social influence over others.
Opinion leaders are individuals who exert direct or indirect social influence over others.
Opinion Leaders
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-90
Word of mouth is the influencing of people during conversations.Word of mouth is the influencing of people during conversations.
Word of Mouth
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-91
Reference groups are people to whoman individual looks as a basis forself-appraisal or as a source of personal standards.
Reference groups are people to whoman individual looks as a basis forself-appraisal or as a source of personal standards.
Reference Groups
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-92
Consumer socialization is the processby which people acquire the skills, knowledge, and attitudes necessary to function as consumers.
Consumer socialization is the processby which people acquire the skills, knowledge, and attitudes necessary to function as consumers.
Consumer Socialization
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-93
The family life cycle describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.
The family life cycle describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.
Family Life Cycle
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-94
Social class is the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.
Social class is the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.
Social Class
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-95
Subcultures are subgroups within the larger, or national, culture with unique values, ideas, and attitudes.
Subcultures are subgroups within the larger, or national, culture with unique values, ideas, and attitudes.
Subcultures