chapter05 consumer behaviour
DESCRIPTION
Final consumer behaviourTRANSCRIPT
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Final Consumers and Their Buying Behavior
www.mhhe.com/fourpsFor use only with Perreault and McCarthy texts.© 2003 McGraw-Hill Companies, Inc.McGraw-Hill/Irwin
Chapter FiveChapter Five
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1. Know how income affects consumer behavior and spending patterns.
2. Understand the economic buyer model of buyer behavior.
3. Understand how psychological variables affect an individual’s buying behavior.
4. Understand how social influences affect an individual’s and household’s buying behavior.
5. See why the purchase situation has an effect on consumer behavior.
6. Know how consumers use problem-solving processes.
7. Have some feel for how a consumer handles all the behavioral variables and incoming stimuli.
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When we finish this lecture you should
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A Luxury Item
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Income Dimensions of the US MarketExhibit 5-1
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Appealing to Higher Income Consumers
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The Behavioral Sciences Help You Understand the Buying Process
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How We Will View Consumer BehaviorExhibit 5-2
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WantsWantsWantsWants
NeedsNeedsNeedsNeeds
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Psychological Influences within an Individual
DrivesDrives
Consumers seek benefits to match Consumers seek benefits to match needs and wants!needs and wants!
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Physiological Needs
Several Needs at the Same Time
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Safety Needs
Social Needs
PersonalNeeds
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Interactive Exercise: Needs
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Personal Needs
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Selective Exposure
Selective Exposure
Selective Perception
Selective Perception
Selective Exposure
Selective Exposure
Selective Perception
Selective Perception
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Perception Determines What Consumers See and Feel
Selective Retention
Selective Retention
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DriveDriveDriveDrive
CuesCuesCuesCues
ResponseResponseResponseResponse
Learning Determines What Response is Likely
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ReinforcementReinforcement
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Cue
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Attitude: a point of viewAttitude: a
point of view
Belief: an opinion
Belief: an opinion
Attitude: a point of viewAttitude: a
point of view
Belief: an opinion
Ethical Issues May Arise
Ethical Issues May Arise
Ethical Issues May Arise
Work With Existing Attitudes
Work With Existing Attitudes
Work With Existing Attitudes
Need to Understand attitudes &
Beliefs
Need to Understand Attitudes &
Beliefs
Need to Understand Attitudes &
Beliefs
Attitudes Relate to Buying
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Meeting Expectations Is Important
Meeting Expectations Is Important
KeyConcepts
KeyConcepts
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InterestsInterests
ActivitiesActivitiesActivitiesActivities
InterestsInterests
Personality and Lifestyle Analysis
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Personality: how people see things
Personality: how people see things
OpinionsOpinions
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The Family Life CycleExhibit 5-7
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Empty NestersEmpty NestersEmpty NestersEmpty Nesters
Reallocation for teenagersReallocation for teenagersReallocation for teenagersReallocation for teenagers
Acceptance of new ideas
Acceptance of new ideas
KeyIssuesKey
Issues
Acceptance of new ideas
Acceptance of new ideas
Family Life Cycle Implications
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Senior CitizensSenior Citizens
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Credit Card Use
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Social Influences Affect Consumer Behavior
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Social Class Affects Attitudes, Values, & BuyingExhibit 5-8
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Reference GroupsReference GroupsReference GroupsReference Groups
Opinion LeadersOpinion LeadersOpinion LeadersOpinion Leaders
CultureCulture
Other Social Influences
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High Growth Rate
High Growth Rate
High Growth Rate
High Growth Rate
Ethnic Dimensions of the US Market
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Avoid Stereotypes
Avoid Stereotypes
Buy Differently
Buy Differently
Buy Differently
Buy Differently
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Appealing to Minority Consumers
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Purchase Reason
Purchase Reason
Time Available
Time Available
Purchase Reason
Purchase Reason
Time Available
Time Available
Individuals Are Affected by the Purchase Situation
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Physical Surroundings
Physical Surroundings
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Social InfluencesSocial Influences
Marketing Mixes
Psychological Variables
Psychological Variables
Purchase Situation
Purchase Situation
All Other Stimuli
Person Making Decision
Social InfluencesSocial InfluencesPsychological Variables
Psychological Variables
Purchase Situation
Purchase Situation
Consumers Use Problem Solving Processes
Need-want AwarenessNeed-want Awareness
Information SearchInformation Search
Set CriteriaSet Criteria
Decide on SolutionDecide on Solution
Purchase ProductPurchase Product
Routinized ResponseRoutinized Response
Feedback of Information as
Attitudes
Feedback of Information as
Attitudes
Postpurchase Evaluation
Postpurchase Evaluation
Postpone Decision
Postpone Decision
Response
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Grid of Evaluative Criteria HelpsExhibit 5-10
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Three Levels of Problem Solving Are Useful
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Routinized Response Behavior
Routinized Response Behavior
Low involvementFrequently purchasedInexpensiveLittle riskLittle information
Limited Problem Solving
Limited Problem Solving
Extensive Problem Solving
Extensive Problem Solving
High involvementInfrequently purchased
Expensive High risk
Much information desired
Low involvement High involvement
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Limited or Extensive Problem Solving?
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AwarenessAwareness
InterestInterest
AwarenessAwareness
InterestInterest
EvaluationEvaluationEvaluationEvaluation
TrialTrialTrialTrial
DecisionDecision
ConfirmationConfirmation
DecisionDecision
Problem Solving is a Learning Process
Dissonance may set in after the decision!
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Problem Solving
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Discretionary income Economic buyers Economic needs Needs Wants Drive Physiological needs Safety needs Social needs Personal needs Perception Selective exposure
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Key TermsKey Terms
Selective perception Selective retention Learning Cues Response Reinforcement Attitude Belief Expectation Psychographics Lifestyle analysis Empty nesters
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Social class Reference group Opinion leader Culture Extensive problem
solving Limited problem
solving Routinized response
behavior
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Key TermsKey Terms
Low-involvement purchases
Adoption process Dissonance