Consumer Bahavior-6 a Marketing Plan prerequisite by www.marketingPlanNOW.com
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

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

  • 2,846 views
Uploaded on

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.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,846
On Slideshare
2,843
From Embeds
3
Number of Embeds
1

Actions

Shares
Downloads
282
Comments
0
Likes
1

Embeds 3

http://www.slideshare.net 3

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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.