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Consumer Bahavior-6 a Marketing Plan prerequisite by www.marketingPlanNOW.com

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When studying consumer behavior, what often remains is the process of decision making, an internal processes that includes five main stages: problem recognition, information search, evaluation of …

When studying consumer behavior, what often remains is the process of decision making, an internal processes that includes five main stages: problem recognition, information search, evaluation of alternatives, purchase decisions, post purchase outcomes.


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  • 1. Consumer Behavior-6 Decision Making Process & More Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior-4 6. Creativity
  • 2. Course Schedule  Part 2 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior 6. Creativity part 3 part 2
  • 3. Course Main Topics Management Marketing Research Segmentation Consumer Behavior Creativity    
  • 4. 5. Consumer Behavior  M e t h o d o l o g y Management Marketing Marketing Research Market Segmentation Consumer Behavior © Danny Abramovich
  • 5. 5. CB  Definition C onsumer B ehavior How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.
  • 6. 5. What Affects CB ?
    • What Affects Consumer Behavior?
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
  • 7. 5. What Affects CB ? D ecision Making Process C onsumer Behavior Outcomes   Psycho logical Core Internal Process C onsumer’s Culture External Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
  • 8. 5.2 Decision Making Process D ecision Making Process 
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
  • 9.
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
  • 10. 5.2 Decision Making Process R esearchers begin to realize that decision-makers evaluate the effort required to make a particular choice, and only than he or she chooses a strategy best suited to the level of effort required ! Less rational when choosing art, music, or even a spouse !
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process
  • 11. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Problem recognition occurs when the consumer realizes a difference between his or her current state of affairs and some desired/ ideal state :  becomes aware of a need !
  • 12. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition
  • 13. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search  seeks information on how to fulfill his needs !
  • 14. 5.2 Decision Making Process External Search
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search Internal search
  • 15. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search I nd. Articles F riends (organic) Non commercial A dverts S ales Person Commercial Not personal Personal
  • 16. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search Product knowledge Amount of search
  • 17. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search Evaluation of Alternatives  analyzes the pro’s and con’s of most choices !
  • 18. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search Evaluation of Alternatives
  • 19. 5.2 Decision Making Process Types of perceived risk when evaluating alternatives:  Functional  Financial  Physical-Safety  Social  Psychological  Time
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search Evaluation of Alternatives
  • 20. 5.2 Decision Making Process Ine r t Set - I am aware of the brand but will not buy it . Ine p t Set - I am aware of the brand but will not consider buying it . E voked Set - Brands easily retrieved .
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search Evaluation of Alternatives
  • 21. 5.2 Decision Making Process Decision-making-process Brand B Brand E Brand I Brand M Brand F All available Brands Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Brand J Brand Brand L Brand M Brand N Brand O Evoked Set of Brands
  • 22. 5.2 Decision Making Process All Brands Known Brands Unknown Brands Unacceptable Brands Overlooked Brands Indifferent Brands Acceptable Brands Not Purchased Brands Purchased Brands E voked Set  Ine p t Set  Ine r t Set  Decision-making-process E voked Set 
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Problem recognition Information Search Evaluation of Alternatives
  • 23. 5.2 Decision Making Process Acceptable Brands Not Purchased Brands Purchased Brands Decision-making-process E voked Set & the Country of Origin 
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    E voked Set  Problem recognition Information Search Evaluation of Alternatives
  • 24. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search Evaluation of Alternatives Purchase Decision  chooses among the available options to satisfy his needs !
  • 25. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Choice Problem Recognition Search Alternative Evaluation Post acquisition evaluation Complex Choice Simple Choice High-Involvement Decision Low-Involvement Decision Extensive Search Limited Search Extended alternative evaluation Limited alternative evaluation
  • 26. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Market place  Market space
  • 27. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Market place  Market space Actors = customer & shoppers  web surfer Cast = salespeople & shoppers  www.auctions Setting = store-ambiance  e-music Shoppers = Co-consumers = Social surroundings
  • 28. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Market place  Market space Surroundings: social & physical  social Temporal factors: time & mood  time Shopping Experience: loyalty cards, shop-in-shop, one-stop-shop, theme shopping: POP Stimuli: “5 senses & perceptions” (ref. 2.1) Sales Interactions: place-based media
  • 29. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Outcomes
  • 30. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Outcomes
    • compares expectations with the actual experience for future consideration to fulfill his needs !
  • 31. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Problem recognition Information Search Post Purchase Outcomes Purchase Decision Evaluation of Alternatives Ethical Issue: NeuroMarketing Uses medical equipment such as fMRI (functional Magnetic Resonance Imaging) to identify the combination of words & images that push the “buy buttons”.
  • 32. 5.2 Decision Making Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Decision-making-process Post-perception of quality: got vs. expected! Cognitive dissonance (CD): as people have a need for consistency in their beliefs and behaviors, certain decisions may result in psychological tension. This is called CD. Product disposal: environmentalism per culture. Market place  Market space
  • 33. 5.2 Decision Making Process Decision-making-process
  • 34. 5.2 Decision Making Process
  • 35. 5. What Affects CB ?
    • What Affects Consumer Behavior?
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
     
  • 36. 5. What Affects CB ? D ecision Making Process C onsumer Behavior Outcomes   Psycho logical Core Internal Process C onsumer’s Culture External Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
  • 37. 5.3 Consumer’s Culture C onsumer’s Culture External Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
  • 38. 5.3 Consumer’s Culture External Processes  Regional and Ethnic Influences  Age, Gender, and Household Influences  Reference Groups
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    External-process
  • 39. 5.3 Consumer’s Culture
  • 40. 5. What Affects CB ?
    • What Affects Consumer Behavior?
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes.
      
  • 41. 5. What Affects CB ? D ecision Making Process C onsumer Behavior Outcomes   Psycho logical Core Internal Process C onsumer’s Culture External Process
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
  • 42. 5.4 Consumer Behavior Outcomes C onsumer Behavior Outcomes 
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
  • 43. 5.4 CB Outcomes  CB Can Symbolize Who We Are.  CB Can Diffuse Throughout a Market.  CB Can Have Negative Chain Reactions.
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
    Consumer’s-behavior-outcomes
  • 44. 5.4 Consumer Behavior Outcomes
  • 45. 5. What Affects CB ?
    • What Affects Consumer Behavior?
      • 5.1 Psychological Core (Internal Process)
      • 5.2 Decision Making Process
      • 5.3 Consumer’s Culture (External Process)
      • 5.4 Consumer Behavior Outcomes
       
  • 46. Course Main Topics Management Marketing Research Segmentation Consumer Behavior Creativity     
  • 47. 6. Creativity  M e t h o d o l o g y Management Marketing Marketing Research Market Segmentation Consumer Behavior Creativity © Danny Abramovich
  • 48.