Intro to Marketing Assignment
xxjixxxx
chap5slides.pptxUnderstanding Consumer Behavior
©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:
Describe the stages in the consumer purchase decision process.
Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Identify the major psychological influences on consumer behavior.
Identify the major sociocultural influences on consumer behavior.
Coppertone case and Paradox of Choice Ted Talk
©McGraw-Hill Education.
ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE
Women:
Make 60 Percent of New Car Buying Decisions
Influence 84 Percent of Decisions
Key Elements of Their Decisions:
The Sense of Styling
The Need for Speed
The Substance of Safety
The Shopping Experience
Women-Drivers.com
©Blend Images/Getty Images
©McGraw-Hill Education.
The purchase decision process consists of five stages.
©McGraw-Hill Education.
CONSUMER PURCHASE DECISION PROCESS PROBLEM RECOGNITION
Problem Recognition Starts with the Difference Between:
Consumer’s Ideal Situation
Consumer’s Actual Situation
©McGraw-Hill Education.
CONSUMER PURCHASE DECISION PROCESS INFORMATION SEARCH
Information Search: Seeking Value
Internal Search
External Search
Personal Sources
Public Sources
Marketer-Dominated Sources
©McGraw-Hill Education.
Common Consumer Selection Criteria for the Evaluation of Smartphones
©McGraw-Hill Education.
CONSUMER PURCHASE DECISION PROCESS ALTERNATIVE EVALUATION
Alternative Evaluation Stage:
Suggests Criteria for Purchase
Yields Brands that Meet Criteria
Develops Value Perception
©McGraw-Hill Education.
CONSUMER PURCHASE DECISION PROCESS PURCHASE DECISION
Purchase Decision: Buying Value
Make the Purchase Decision by:
Decide from Whom to Buy
Decide When to Buy
©Seb Oliver/Cultura/Getty Images
©McGraw-Hill Education.
CONSUMER PURCHASE DECISION PROCESS POSTPURCHASE BEHAVIOR
Postpurchase Behavior: Realizing Value
Customer Satisfaction Studies
Satisfied Customers Tell 3 People
Dissatisfied Customers Tell 9 People!
©McGraw-Hill Education.
MARKETING MATTERS How Much Is a Satisfied Customer Worth?
Customer Satisfaction Underlies the Marketing Concept
How Much is it Worth?
Frito-Lay: Average Consumer Spends $52.50 per year
Exxon: $500 per year for Gas
Kleenex: $994 over 60 Years
Ford: Increasing Customer Retention from 60 percent to 80 percent Is Worth $100 Million in Profit per Percentage Point
Research Shows 5 Percent Increase in Retention can Increase Profits by 70-80 Percent
©DWImages Motoring/Alamy Stock Photo
©McGraw-Hill Education.
CONSUMER PURCHASE DECISION PROCESS CONSUMER INVOLVEMENT AND PROBLEM SOLVING
Consumer Involvement Affects Problem Solving
Extended Problem Solving (High Involvement)
Limited Problem Solving (Medium Involvement)
Routine Problem Solving (Low Involvement)
©McGraw-Hill Education.
Comparison of problem-solving variations: extended, limited, and routine.
©McGraw-Hill Education.
CONSUMER PURCHASE DECISION PROCESS CONSUMER INVOLVEMENT & MARKETING STRATEGY
Low Involvement
Common Products
Maintain Product Quality
Avoid Stockouts
Reduce Cognitive Dissonance with Ads
High Involvement
Consumers Seek Product Information
Use Comparative Ads
Use Personal Selling
©McGraw-Hill Education.
CONSUMER PURCHASE DECISION PROCESS SITUATIONAL INFLUENCES
Situational Influences Affect Purchase Decisions
Purchase Task
Social Surroundings
Physical Surroundings
Temporal Effects
Antecedent States
©McGraw-Hill Education.
Apple Consumer Journey Map and Consumer Touchpoints for Electronic Devices Sold in Apple Stores
Jump to Appendix 5 long image description
©McGraw-Hill Education.
Influences on the consumer purchase decision process from both internal and external sources.
©McGraw-Hill Education.
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER MOTIVATION AND PERSONALITY
Hierarchy of Needs
Physiological Needs
Safety Needs
Social Needs
Personal Needs
Self-actualization Needs
©McGraw-Hill Education.
Maslow’s Hierarchy of needs
©McGraw-Hill Education.
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR PERSONALITY
Key Traits – Enduring Characteristics of a Person:
Assertiveness
Extroversion
Compliance
Dominance, etc.
©McGraw-Hill Education.
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER PERCEPTION (1 of 2)
Selective Perception
Selective Exposure
Selective Comprehension
Selective Retention
©McGraw-Hill Education.
MAKING RESPONSIBLE DECISIONS The Ethics of Subliminal Messages
FTC – “Subliminal Messages Are Deceptive.”
But Are Not Illegal
Two-thirds of U.S. Consumers Think Subliminal Messages Are in Commercials
50 Percent Think This Causes Them to Buy
Are Subliminal Messages Unethical?
©2004 by August Bullock. All Rights Reserved. Used with permission. The SecretSalesPitch.com
©McGraw-Hill Education.
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER PERCEPTION (2 of 2)
Strategies to Reduce Perceived Risk
Obtain Seals of Approval
Secure Endorsements
Provide Free Trials/Samples
Give Extensive Instructions
Provide Warranties/Guarantees
©Whitebox Media/Alamy Stock Photo
©McGraw-Hill Education.
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER VALUES, BELIEFS, AND ATTITUDES (1 of 2)
Attitude Formation – Learned Response to Objects in Consistent Way (Favorable or Unfavorable)
Values Affect Attitudes
©McGraw-Hill Education.
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER VALUES, BELIEFS, AND ATTITUDES (2 of 2)
Marketers Use Three Approaches to Change Attitudes:
Change Beliefs About a Brand’s Attributes
Change Perceived Importance of Attributes
Add New Product Attributes
©McGraw-Hill Education.
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LIFESTYLE
How People Spend Their Time and Resources
Lifestyle Analysis Useful for Targeting Consumers
©McGraw-Hill Education.
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR REFERENCE GROUPS
Associative Group
Aspiration Group
Dissociative Group
©Joseph Eid/AFP/Getty Images
©McGraw-Hill Education.
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR FAMILY INFLUENCE (2 of 2)
Family Decision-Making
Two Styles:
Spouse-Dominant
Joint
Family Member Roles:
Information Gatherer
Influencer
Decision Maker
Purchaser
User
©Jochen Sand/Getty Images
©McGraw-Hill Education.
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR SOCIAL CLASS INFLUENCE
People Share Similar Values, Interests, and Behavior
Occupation, Income Source, Education Determine Social Class
Upper
Middle
Lower
©McGraw-Hill Education.
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR CULTURE AND SUBCULTURE INFLUENCES (1 of 3)
Culture
Hispanic Buying Patterns
Quality and Brand Conscious
Prefer American-made Products
Influenced by Family and Peers
Advertising Is Credible Product Information Source
Nissan Ad
©McGraw-Hill Education.
VIDEO CASE 5 COPPERTONE: CREATING THE LEADING SUN CARE BRAND BY UNDERSTANDING CONSUMERS
Coppertone Video Case
©McGraw-Hill Education.
VIDEO CASE 5 Coppertone (1 of 5)
How has an understanding of consumer behavior helped Coppertone grow in the United States and around the globe?
©McGraw-Hill Education.
VIDEO CASE 5 Coppertone (2 of 5)
Describe the five-stage purchase decision process for a Coppertone customer.
©McGraw-Hill Education.
VIDEO CASE 5 Coppertone (3 of 5)
What are the possible situational, psychological, and sociocultural influences on the Coppertone consumer purchase decision process?
©McGraw-Hill Education.
Paradox of Choice
Barry Schwartz Ted Talk
©McGraw-Hill Education.
WHAT YOU LEARNED FROM CHAPTER 5
Describe the stages in the consumer purchase decision process.
Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Identify the major psychological influences on consumer behavior.
Identify the major sociocultural influences on consumer behavior.
Copper tone case and Paradox of Choice Ted Talk
©McGraw-Hill Education.
