consumer behavior f2f1 pdf
TRANSCRIPT
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Consumer Behavior:Meeting Changes and
Challenges
CHAPTER
ONE
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Consumer Behavior
The behavior that consumers display in
searching for, purchasing, using, evaluating,
and disposing of products and services that
they expect will satisfy their needs.
Copyright 2010 Pearson Education, Inc.publishing as Prentice Hall
2Chapter One Slide
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Two Consumer Entities
Copyright 2010 Pearson Education, Inc.publishing as Prentice Hall
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Personal Consumer
The individual whobuys goods andservices for his or herown use, forhousehold use, forthe use of a familymember, or for afriend.
OrganizationalConsumer
A business,government agency,or other institution(profit or nonprofit)that buys the goods,services, and/orequipment necessaryfor the organization tofunction.
Chapter One Slide
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Development of the
Marketing Concept
Copyright 2010 Pearson Education, Inc.publishing as Prentice Hall
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ProductionOrientation
SalesOrientation
MarketingConcept
Chapter One Slide
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Customer Value, Satisfaction, Trust,
and Retention
Copyright 2010 Pearson Education, Inc.publishing as Prentice Hall 5
Successful Relationships
Customer
value
High levelof
customersatisfaction
Strongsense of
customertrust
Customer
retention
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Impact of Digital Technologies
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 6
Marketers
More products and
services throughcustomization
Instantaneous exchanges
Collect and analyze data
Consumers
Power
Information
Computers, phones, PDA,GPS, smart TV
Chapter One Slide
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The Mobile Consumer
Wireless MediaMessages willexpand as:
Flat-rate datatraffic increases
Screen imagequality is enhanced
Consumer-user
experiences withweb applicationsimprove
Copyright 2010 Pearson Education, Inc.publishing as Prentice Hall 7Chapter One Slide
Penetration of Internet Usage Among Mobile
Subscribers in 16 Countries - FIGURE 1.3
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Consumer Motivation
CHAPTER
FOUR
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Motivation as a Psychological Force
Motivationis thedriving force withinindividuals that impels
them to action. Needs are the essence
of the marketingconcept. Marketers donot create needs butcan make consumersaware of needs.
9Copyright 2010 Pearson Education, Inc. Chapter Four Slide
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Model of the Motivation Process
Figure 4.2
10Copyright 2010 Pearson Education, Inc. Chapter Four Slide
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Goals
The sought-after results of motivated behavior
Generic goals are general categories of goals
that consumers see as a way to fulfill their
needs
Product-specific goals are specifically branded
products or services that consumers select as
their goals
11Copyright 2010 Pearson Education, Inc. Chapter Four Slide
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Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal Environmental arousal
12Copyright 2010 Pearson Education, Inc. Chapter Four Slide
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Maslows Hierarchy of Needs
Figure 4.10
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A Trio of Needs
Power
individuals desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment
closely related to egoistic and self-actualization
needs
1414Copyright 2010 Pearson Education, Inc. Chapter Four Slide
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Personality and
Consumer Behavior
CHAPTER
FIVE
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Personality and
The Nature of Personality
The inner psychological characteristics that
both determine and reflect how a person
responds to his or her environment
The Nature of Personality:
Personality reflects individual differences
Personality is consistent and enduring
Personality can change
16Copyright 2010 Pearson Education, Inc. Chapter Five Slide
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Discussion Questions
How wouldyou describeyour
personality?
How does itinfluence
productsthat youpurchase?
17Copyright 2010 Pearson Education, Inc. Chapter Five Slide
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Theories of Personality
Freudian theory
Unconscious needs or drives are at the heart ofhuman motivation
Neo-Freudian personality theory Social relationships are fundamental to the
formation and development of personality
Trait theory
Quantitative approach to personality as a set ofpsychological traits
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Freudian Theory
Id Warehouse of primitive or
instinctual needs for whichindividual seeks immediatesatisfaction
Superego Individuals internal
expression of societysmoral and ethical codes ofconduct
Ego Individuals conscious control
that balances the demands ofthe id and superego
Copyright 2010 Pearson Education, Inc.19
Chapter Five Slide
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Neo-Freudian Personality Theory
Social relationships are fundamental to personality
Alfred Adler: Style of life
Feelings of inferiority
Harry Stack Sullivan We establish relationships with others to reduce tensions
Karen Horneys three personality groups Compliant: move toward others
Aggressive: move against others Detached: move away from others
Copyright 2010 PearsonEducation, Inc.
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Trait Theory
Focus on measurement of personality in termsof traits
Trait - any distinguishing, relatively enduring
way in which one individual differs fromanother
Personality is linked to broad product
categories and NOT specific brands
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Personality and Understanding
Consumer Behavior
Consumerinnovativeness
DogmatismSocial
character
Need foruniqueness
Optimumstimulation
level
Sensationseeking
Variety-noveltyseeking
22Copyright 2010 Pearson Education, Inc. Chapter Five Slide
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Self and Self-Image
Consumers have avariety of enduringimages of themselves
These images areassociated withpersonality in that
individualsconsumption relatesto self-image
23Copyright 2010 Pearson Education, Inc. Chapter Five Slide
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Consumer Perception
CHAPTER
SIX
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Perception
The process by which an
individual selects,
organizes, and interprets
stimuli into a meaningful
and coherent picture of the
world
Copyright 2010 PearsonEducation, Inc.
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Perceptual Selection
Important Concepts
Copyright 2010 PearsonEducation, Inc.
26Chapter Six Slide
SelectiveExposure
Consumersseek out
messageswhich:
Arepleasant
They cansympathize
Reassurethem ofgoodpurchases
SelectiveAttention
Heightenedawareness
when stimulimeet theirneeds
Consumerspreferdifferent
messagesand medium
PerceptualDefense
Screening outof stimuli
which arethreatening
PerceptualBlocking
Consumersavoid being
bombardedby:
Tuning out
TiVo
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Product Positioning
Establishing a specific image for a brand in the
consumers mind in relation to competing
brands
Conveys the product in terms of how it fulfills
a need
Successful positioning creates a distinctive,
positive brand image
Copyright 2010 PearsonEducation, Inc.
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Positioning of Services
Image is a key factor for services
Services often want a differentiated
positioning strategy to market several
versions of their service to different markets.
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Price/Quality Relationship
The perception of price as an indicator of
product quality (e.g., the higher the price,
the higher the perceived quality of the
product.)
Copyright 2010 Pearson Education, Inc. Chapter Six Slide29
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Perceived Risk
The degree of uncertainty perceived by the
consumer as to the consequences (outcome) of a
specific purchase decision
Types Functional Risk
Physical Risk
Financial Risk
Social Risk
Psychological Risk
Time Risk
30Copyright 2010 Pearson Education, Inc. Chapter Six Slide
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Consumer Learning
CHAPTER
SEVEN
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Learning
The process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior
Copyright 2010 Pearson Education, Inc. 32Chapter Seven Slide
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ClassicalConditioning
A behavioral learning theoryaccording to which a stimulus ispaired with another stimulus thatelicits a known response that servesto produce the same response whenused alone.
33Copyright 2010 Pearson Education, Inc. Chapter Seven Slide
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Instrumental (Operant)Conditioning
A behavioral theory of learning
based on a trial-and-errorprocess, with habits forced as theresult of positive experiences
(reinforcement) resulting fromcertain responses or behaviors.
34Copyright 2010 Pearson Education, Inc. Chapter Seven Slide
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A Model of Instrumental Conditioning
Figure 7.9
35Copyright 2010 Pearson Education, Inc. Chapter Seven Slide
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Reinforcement of Behavior
Positive
Positiveoutcome
Strengthen
likelihood
Negative
Negativeoutcome
Encourages
behavior
36Copyright 2010 Pearson Education, Inc. Chapter Seven Slide
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Reinforcement of Behavior
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Extinction
A learned
response is nolonger reinforced
The link iseliminated
betweenstimulus andreward
Forgetting
The
reinforcement isforgotten
37Copyright 2010 Pearson Education, Inc. Chapter Seven Slide
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Observational Learning(modeling or vicarious
learning)
A process by which individualslearn behavior by observing the
behavior of others and theconsequences of such behavior
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