L4 cons beh - 19-01-10

1,362
-1

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,362
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
34
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

L4 cons beh - 19-01-10

  1. 1. January 19, 2010<br />Consumer <br /> Buying Behavior<br />
  2. 2. Lecture Goals<br />Factors used to explain consumer behavior<br />Consumers decision-making process<br />Influences affecting consumers’ decisions<br />
  3. 3. What Is Consumer Behavior?<br />Activities people undertake when obtaining, consuming, and disposing of products and services<br />
  4. 4. Consumer<br />Influences<br />Organizational<br />Influences<br />Consuming<br />Disposing<br />Obtaining<br />Consumer Behavior<br />
  5. 5. Consumer <br />Influences<br />Organizational Influences<br />Brand <br />Product Features<br />Advertising <br />Word of Mouth<br />Promotions <br />Retail Displays<br />Price <br />Quality<br />Service <br />Store Ambiance<br />Convenience <br />Loyalty Programs<br />Packaging <br />Product Availability<br />Culture <br />Ethnicity<br />Personality <br />Family<br />Life-stage <br />Values<br />Income <br />Available Resources<br />Attitudes <br />Opinions<br />Feelings<br />Motivations <br />Past Experiences<br />Peer Groups<br />Knowledge<br />
  6. 6. Obtaining<br />Consuming<br />Disposing<br /><ul><li>How you use the product
  7. 7. How you store the product in your home
  8. 8. Who uses the product
  9. 9. How much you consume
  10. 10. How product compares with expectations
  11. 11. How you decide you want to buy
  12. 12. Other products you consider buying
  13. 13. Where you buy
  14. 14. How you pay for product
  15. 15. How you transport product home
  16. 16. How you get rid of remaining product
  17. 17. How much you throw away after use
  18. 18. If you resell items yourself or through a consignment store
  19. 19. How you recycle some products</li></li></ul><li>What Is Consumer Behavior?<br />Activities people undertake when obtaining, consuming, and disposing of products and services<br />A field of study that focuses on consumer activities<br />Scope goes beyond just why and how people buy to includeconsumption analysis<br />
  20. 20. Consumption Analysis<br />Why and how people use products in addition to why and how they buy<br />
  21. 21. Consumer Decision Process Stages<br />
  22. 22. Consumer Decision Process Model<br />Need Recognition<br />Search for Information<br />Pre-purchase Evaluation of Alternatives<br />Purchase<br />Consumption<br />Post-consumption Evaluation<br />Divestment<br />
  23. 23. Consumer Decision Process Model<br />Need Recognition<br />
  24. 24. Need Recognition<br />An individual senses a difference between what he or she perceives to be the ideal versus the actual state of affairs<br />
  25. 25. Need Recognition<br />Consumers recognize needs and seek to fulfill them, or seek a product to solve their problems<br />Knowing consumers’ needs helps firms develop products and marketing programs to reach them more effectively<br />
  26. 26. Need Recognition<br />Environmental Influences<br />- Culture<br />- Social Class<br />- Personal Influence<br />- Family <br />- Situation<br />MEMORY<br />Need Recognition<br />Individual Differences<br />- Consumer Resources<br />- Motivation<br />- Knowledge<br />- Attitudes<br />- Personality, Values,<br /> and Lifestyle<br />
  27. 27. Consumer Decision Process Model<br />Need Recognition<br />Search for Information<br />
  28. 28. Search for Information<br />Internal search: retrieving know-ledge from memory<br />External search: collecting informa-<br />tion from peers, family, and the marketplace<br />
  29. 29. Need Recognition<br />CDP Model<br />Internal Search<br />Search<br />Environ- mental Influences<br />Exposure<br />Attention<br />MEMORY<br />Stimuli<br />Individual Differences<br />Comprehension<br />Acceptance<br />Retention<br />
  30. 30. Search for Information<br />Search may be passive as consumers become more receptive to information around them, or active if they engage in search behavior <br />Search refers to a receptivity of information that solves problems or needs rather than a search for specific products<br />
  31. 31. Search for Information<br />Need Recognition<br />Environmental Influences<br />Internal Search <br />Search<br />Individual Differences<br />MEMORY<br />External Search<br />
  32. 32. Search: Sources of Information<br />Marketer Dominated <br />Non-Marketer Dominated Stimuli<br />
  33. 33. Search: Sources of Information<br /> Marketer Dominated<br />- Advertising <br />- Salespeople<br />- Infomercials<br />- Websites<br />- Point-of-sales materials <br />
  34. 34. Search: Sources of Information<br />Non-Marketer Dominated Stimuli<br />- Friends<br />- Family <br />- Opinion leaders<br />- Media<br />
  35. 35.
  36. 36.
  37. 37.
  38. 38. Information Processing<br />As consumers are exposed to information from external search, they begin to process the stimuli<br />
  39. 39. Information Processing<br />Exposure<br />M EMORY<br />Stimuli:<br />- Marketer<br /> Dominated<br />- Non-marketer <br /> Dominated<br />Attention<br />Comprehension<br />Acceptance<br />Retention<br />
  40. 40. Consumer Decision Process Model<br />Need Recognition<br />Search for Information<br />Pre-purchase Evaluation of Alternatives<br />
  41. 41. Need Recognition<br />CDP Model<br />Internal Search<br />Search<br />Environ- mental Influences<br />Pre-purchase <br />Evaluation of Alternatives<br />Exposure<br />Attention<br />MEMORY<br />Stimuli<br />Individual Differences<br />Comprehension<br />Acceptance<br />Retention<br />
  42. 42. Pre-purchase Evaluation of Alternatives<br />The process of evaluating alternatives identified from search, which leads to a product or brand selection most likely to satisfy the consumer<br />
  43. 43. Pre-purchase Evaluation of Alternatives<br />Can use new or preexisting evaluations stored in memory<br />Evaluative criteria: standards and specifications used to compare different products and brands<br />Alternative can be considered on attributes that are salientor determinant<br />
  44. 44. Pre-purchase Evaluation of Alternatives<br />Salient attributes such as price and reliability are important to the consumer<br />Determinant attributes such as a car’s style and finish usually determine which brand or store consumers choose<br />
  45. 45. Pre-purchase Evaluation of Alternatives<br />
  46. 46. Consumer Decision Process Model<br />Need Recognition<br />Search for Information<br />Pre-purchase Evaluation of Alternatives<br />Purchase<br />
  47. 47. Need Recognition<br />CDP Model<br />Internal Search<br />Search<br />Environ- mental Influences<br />Pre-purchase <br />Evaluation of Alternatives<br />Exposure<br />Attention<br />MEMORY<br />Stimuli<br />Individual Differences<br />Purchase<br />Comprehension<br />Acceptance<br />Retention<br />
  48. 48. Purchase<br />Acquisition of the product that involves choosing a specific retailer, and in-store choices<br />
  49. 49. Purchase<br />Acquisition of the product that involves choosing a specific retailer, and in-store choices<br />Purchase intention can change during the purchase stage—it can be influenced by factors such as in-store promotions, discounts, salespeople, failure to find the product, or lack of financial resources<br />
  50. 50. Consumer Decision Process Model<br />Need Recognition<br />Search for Information<br />Pre-purchase Evaluation of Alternatives<br />Purchase<br />Consumption<br />
  51. 51. Need Recognition<br />CDP Model<br />Internal Search<br />Search<br />Environ- mental Influences<br />Pre-purchase <br />Evaluation of Alternatives<br />Exposure<br />Attention<br />MEMORY<br />Stimuli<br />Individual Differences<br />Purchase<br />Comprehension<br />Consumption<br />Acceptance<br />Retention<br />
  52. 52. Consumption<br />The process of using the product or service purchased<br />Consumption can either occur immediately or be delayed<br />
  53. 53. Consumption<br />The process of using the product or service purchased<br />Consumption can either occur immediately or be delayed<br />How consumers use a product affects satisfaction with product<br />How carefully consumers use or maintain a product also determines how long it will last before another purchase is needed<br />
  54. 54. An Emotional Appeal in <br />Product Consumption<br />
  55. 55.
  56. 56. Consumer Decision Process Model<br />Need Recognition<br />Search for Information<br />Pre-purchase Evaluation of Alternatives<br />Purchase<br />Consumption<br />Post-consumption Evaluation<br />
  57. 57. Need Recognition<br />CDP Model<br />Internal Search<br />Search<br />Environ- mental Influences<br />Pre-purchase <br />Evaluation of Alternatives<br />Exposure<br />Attention<br />MEMORY<br />Stimuli<br />Individual Differences<br />Purchase<br />Comprehension<br />Consumption<br />Acceptance<br />Retention<br />Post-consumption Evaluation<br />External Search<br />Satisfaction<br />Dissatisfaction<br />
  58. 58. Post-consumption Evaluation<br />Consumption is an important determinant of satisfaction<br />Satisfaction: when consumers’ expectations are matched by perceived performance<br />Dissatisfaction: when experiences and performance fall short of expectations<br />
  59. 59. Post-Consumption Evaluation<br />Cognitive dissonance: questioning the purchase decision (post-purchase regret)<br />Usually, the higher the price, the higher the level of cognitive dissonance<br />Emotion strongly affects the evaluation of a product or transaction<br />
  60. 60. Consumer Decision Process Model<br />Need Recognition<br />Search for Information<br />Pre-purchase Evaluation of Alternatives<br />Purchase<br />Consumption<br />Post-consumption Evaluation<br />Divestment<br />
  61. 61. Need Recognition<br />CDP Model<br />Internal Search<br />Search<br />Environ- mental Influences<br />Pre-purchase <br />Evaluation of Alternatives<br />Exposure<br />Attention<br />MEMORY<br />Stimuli<br />Individual Differences<br />Purchase<br />Comprehension<br />Consumption<br />Acceptance<br />Retention<br />Post-consumption Evaluation<br />External Search<br />Satisfaction<br />Dissatisfaction<br />Divestment<br />
  62. 62. Divestment<br />How consumers dispose of the packaging or product after use<br />Options include:<br /> Disposal<br /> Remarketing or reselling<br /> Recycling<br />
  63. 63. How Customers Dispose of Products<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×