need recognition functional needs pertain to the performance of a product or service. psychological...
TRANSCRIPT
Need Recognition
Functional needs pertain to the performance of a
product or service.
Functional needs pertain to the performance of a
product or service.
Psychological needs pertain to the personal gratification consumers associate with a product
and/or service.
Psychological needs pertain to the personal gratification consumers associate with a product
and/or service.5-1
pom9 Consumer Behavior 1
The Consumer Decision Process
Actual or Perceived Risk
5-3pom9 Consumer Behavior 3
In buying a car, what risks come to mind about making the wrong decision?
Evaluation of Alternatives: Attribute Sets
5-4
Universal sets include all possible choices for a product category.
Retrieval sets are the brands or stores that can be readily brought forth from memory.
A consumer’s evoked set comprises the alternative brands or stores that the consumer states he or she would consider when making a purchase decision.
pom9 Consumer Behavior 4
Evaluation of Alternatives: Evaluate Criteria
What are some of the features of a vacation that would be in your evaluative criteria?
5-5pom9 Consumer Behavior 5
(.4 * 10)
5-6
Evaluation of Alternatives:
pom9 Consumer Behavior 6
(.3 * 6) (.2 * 8)(.1 * 8) 4 + .8
+
1.8 + 1.6 = 8.2
Consumer Decision Rules
Post-purchase: Customer Satisfaction
Build realistic expectationsDemonstrate correct product use
Provide money back guaranteeEncourage feedback
Customer contact
5-9pom9 Consumer Behavior 9
Post-purchase: Dissonance
• Firm’s attempt to reduce dissonance by reinforcing the decision
• Thank you letters, congratulations letters, quality ratings
5-10pom9 Consumer Behavior 10
Psychological Factors: Attitude
5-13pom9 Consumer Behavior 13
An attitude is a person’s enduring evaluation of his or her feelings about behavioral tendencies toward an object or idea.
Psychological Factors: Perception
5-14pom9 Consumer Behavior 14
Process by which we select, organize, and interpret information to form a meaningful picture of the world.
Social Factors: Reference Groups
5-17pom9 Consumer Behavior 17
A reference group is one or more persons whom an individual uses as a basis for comparison regarding beliefs, feelings, and behaviors.
Social Factors: Culture
5-18pom9 Consumer Behavior 18
Culture is defined as the shared meanings, beliefs, morals, values, and customers of a group of people.
Types of Buying Decisions
5-20
Limited problem solving occurs during a purchase decision that calls for, at most, a moderate amount of effort and time.
Impulse buying is a buying decision made by customers on the spot when they see the merchandise.
Extended problem solving occurs during a purchase decision that calls for a lot of effort and time.
pom9 Consumer Behavior 20