Chapter Five

                                                  Final Consumers
                                          ...
When we finish this lecture you should

    1. Know how income affects consumer behavior and
        spending patterns.
  ...
A Luxury Item




                                                                        +
                © 2003 McGraw-...
Exhibit 5-1
Income Dimensions of the US Market




               © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Appealing to Higher Income Consumers




                                                                     +
          ...
The Behavioral Sciences Help You
Understand the Buying Process




                                                       ...
Exhibit 5-2
How We Will View Consumer Behavior




              © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Psychological Influences within an Individual


                                                                  Needs


...
Several Needs at the Same Time


                            Personal
                             Needs



              ...
Interactive Exercise: Needs




              © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Personal Needs




                                                                     +
             © 2003 McGraw-Hill ...
Perception Determines What
Consumers See and Feel

                           Selective
                           Exposur...
Learning Determines What Response is Likely



              Drive



              Cues

                                ...
Cue




      © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Attitudes Relate to Buying

                                Belief: an
                                 opinion
          ...
Personality and Lifestyle Analysis


                                                          Personality: how
          ...
Exhibit 5-7
The Family Life Cycle




                                                                        +

         ...
Family Life Cycle Implications


Acceptance of                                                              Reallocation
 ...
Credit Card Use




             © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Social Influences Affect Consumer Behavior




                                                                     +
    ...
Exhibit 5-8
Social Class Affects Attitudes, Values, & Buying




                                                         ...
Other Social Influences


                                         Reference Groups




                                  ...
Ethnic Dimensions of the US Market

                             Buy
                         Differently




    Avoid   ...
Appealing to Minority Consumers




                                                                     +
             © ...
Individuals Are Affected by
the Purchase Situation

 Purchase                   Time                                      ...
Consumers Use Problem Solving Processes
           Marketing Mixes                   All Other Stimuli

Psychological     ...
Exhibit 5-10
Grid of Evaluative Criteria Helps




                 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Three Levels of Problem Solving Are Useful


Low involvement                                                             H...
Limited or Extensive Problem Solving?




                                                                     +
         ...
Problem Solving is a Learning Process

          Awareness


           Interest


          Evaluation


            Tria...
Problem Solving




             © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Key Terms
   Discretionary income                                 Selective perception
   Economic buyers              ...
Key Terms
 Social class                                    Low-involvement
 Reference group                            ...
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Chapter05 Consumer Behaviour

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Final consumer behaviour

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Chapter05 Consumer Behaviour

  1. 1. Chapter Five Final Consumers and Their Buying Behavior For use only with Perreault and McCarthy texts. © 2003 McGraw-Hill Companies, Inc. www.mhhe.com/fourps McGraw-Hill/Irwin
  2. 2. When we finish this lecture you should 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. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  3. 3. A Luxury Item + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  4. 4. Exhibit 5-1 Income Dimensions of the US Market © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  5. 5. Appealing to Higher Income Consumers + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  6. 6. The Behavioral Sciences Help You Understand the Buying Process + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  7. 7. Exhibit 5-2 How We Will View Consumer Behavior © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  8. 8. Psychological Influences within an Individual Needs Wants Drives Consumers seek benefits to match needs and wants! © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  9. 9. Several Needs at the Same Time Personal Needs Social Needs Safety Needs Physiological Needs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  10. 10. Interactive Exercise: Needs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  11. 11. Personal Needs + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  12. 12. Perception Determines What Consumers See and Feel Selective Exposure Selective Selective Retention Perception © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  13. 13. Learning Determines What Response is Likely Drive Cues Reinforcement Response © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  14. 14. Cue © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  15. 15. Attitudes Relate to Buying Belief: an opinion Need to Attitude: a Understand point of view Attitudes & attitudes Beliefs Key Concepts Meeting Work With Expectations Existing Is Important Attitudes Ethical Issues May Arise © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  16. 16. Personality and Lifestyle Analysis Personality: how people see things Activities Interests Opinions © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  17. 17. Exhibit 5-7 The Family Life Cycle + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  18. 18. Family Life Cycle Implications Acceptance of Reallocation new ideas for teenagers Key Issues Senior Citizens Empty Nesters © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  19. 19. Credit Card Use © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  20. 20. Social Influences Affect Consumer Behavior + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  21. 21. Exhibit 5-8 Social Class Affects Attitudes, Values, & Buying + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  22. 22. Other Social Influences Reference Groups Opinion Leaders Culture © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  23. 23. Ethnic Dimensions of the US Market Buy Differently Avoid High Growth Stereotypes Rate © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  24. 24. Appealing to Minority Consumers + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  25. 25. Individuals Are Affected by the Purchase Situation Purchase Time Physical Reason Available Surroundings © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  26. 26. Consumers Use Problem Solving Processes Marketing Mixes All Other Stimuli Psychological Social Influences Purchase Variables Situation Person Making Need-want Awareness Decision Routinized Response Information Search Feedback of Set Criteria Information as Attitudes Decide on Solution Postpone Purchase Product Postpurchase Decision Evaluation Response
  27. 27. Exhibit 5-10 Grid of Evaluative Criteria Helps © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  28. 28. Three Levels of Problem Solving Are Useful Low involvement High involvement Frequently purchased Infrequently purchased Inexpensive Expensive Little risk High risk Little information Much information desired Routinized Limited Extensive Response Problem Problem Behavior Solving Solving Low involvement High involvement © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  29. 29. Limited or Extensive Problem Solving? + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  30. 30. Problem Solving is a Learning Process Awareness Interest Evaluation Trial Dissonance may set in after the Decision decision! Confirmation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  31. 31. Problem Solving © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  32. 32. Key Terms  Discretionary income  Selective perception  Economic buyers  Selective retention  Economic needs  Learning  Needs  Cues  Wants  Response  Drive  Reinforcement  Physiological needs  Attitude  Safety needs  Belief  Social needs  Expectation  Personal needs  Psychographics  Perception  Lifestyle analysis  Selective exposure  Empty nesters © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  33. 33. Key Terms  Social class  Low-involvement  Reference group purchases  Opinion leader  Adoption process  Culture  Dissonance  Extensive problem solving  Limited problem solving  Routinized response behavior © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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