Chap007

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Chap007

  1. 1. 07<br />UNDERSTANDING CUSTOMERS: BUSINESS TO CONSUMER MARKETS<br />Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved<br />McGraw-Hill/Irwin<br />
  2. 2. LEARNING OBJECTIVES<br />Understand the value of knowing the consumer<br />Recognize how internal factors affect consumer choices<br />Consider the role of personal and psychological factors in consumer decision making<br />Identify significant factors outside the consumer that have an effect on consumer choices<br />Appreciate the critical and complex role of cultural, situational, and social factors in a consumer purchase decision<br />Understand the consumer decision making process <br />7-2<br />
  3. 3. THE POWER OF THE CONSUMER<br />Marketers are interested in learning about the process people use to make purchase decisions. <br />A company can only deliver value with an accurate and timely understanding of the customer. <br />Complex forces influence consumer choices and these forces change over time. <br />7-3<br />
  4. 4. Model of the Consumer Decision Process<br />Exhibit 7.1<br />Marketing Activities Affect Consumer<br />Decision Process:<br />Value Proposition<br />Distribution<br />Marketing Communications<br />Environmental Forces Affect<br />Consumer Decision Process:<br />Economic<br />Technology<br />Political<br />Problem Recognition<br />Internal Forces:<br />Personal Characteristics<br />Psychological Attributes<br />Post-Purchase<br />Assessment<br />Search for<br />Information<br />External Factors<br />Cultural<br />Situational<br />Social<br />Product<br />Choice<br />Decision<br />Evaluation<br />of<br />Alternative<br />Solution<br />7-4<br />
  5. 5. Personal Characteristics <br />7-5<br />
  6. 6. Psychological Attributes<br />7-6<br />
  7. 7. Lifestyle Trends in the United States<br />Exhibit 7.4<br />7-7<br />
  8. 8. Psychological Attributes<br />Motivation<br />Attitude<br />7-8<br />
  9. 9. Contemporary Theories of Motivation<br />Exhibit 7.5<br />7-9<br />
  10. 10. Psychological Attributes<br />Perception<br />7-10<br />
  11. 11. Psychological Attributes<br />Learning<br />Conditioning<br />Cognitive learning<br />7-11<br />
  12. 12. Psychological Attributes<br />Personality <br />Each person has a set of consistent, enduring personal characteristics. <br />Those characteristics can be measured to identify differences between individuals.<br />7-12<br />
  13. 13. Psychological Attributes<br />Brand personality<br />7-13<br />
  14. 14. EXTERNAL FACTORS SHAPE CONSUMER CHOICES<br />Cultural Factors<br />7-14<br />
  15. 15. Subculture Groups in the United States<br />Exhibit 7.7<br />Source: U.S. Census Bureau, www.census.gov, accessed August 4, 2008.<br />7-15<br />
  16. 16. EXTERNAL FACTORS SHAPE CONSUMER CHOICES<br />Situational Factors<br />7-16<br />
  17. 17. EXTERNAL FACTORS SHAPE CONSUMER CHOICES<br />Social Factors<br />7-17<br />
  18. 18. THE LEVEL OF INVOLVEMENT INFLUENCES THE PROCESS<br />Decision Making with High Involvement<br />High Involvement Learning<br />Decision Making with Limited Involvement<br />Low Involvement Learning<br />7-18<br />
  19. 19. Consumer Decision Making Process<br />Exhibit 7.10<br />Problem<br />Recognition<br />Post<br />Purchase<br />Evaluation<br />Product Choice Decision<br />Search for <br />Information<br />Evaluation of <br />Alternatives<br />7-19<br />
  20. 20. Real State<br />THE CONSUMER DECISION MAKING PROCESS<br />Problem Recognition<br />Preferred State<br />7-20<br />
  21. 21. Minimal Information Search<br />THE CONSUMER DECISION MAKING PROCESS<br />Limited Information Search<br />Search for Information<br />Extensive Information Search<br />7-21<br />
  22. 22. THE CONSUMER DECISION MAKING PROCESS<br />7-22<br />
  23. 23. THE CONSUMER DECISION MAKING PROCESS<br />7-23<br />
  24. 24. Emotional Choice<br />THE CONSUMER DECISION MAKING PROCESS<br />Attitude based Choice<br />Evaluation of Alternatives<br />Attribute based Choice<br />7-24<br />
  25. 25. THE CONSUMER DECISION MAKING PROCESS<br />7-25<br />
  26. 26. THE CONSUMER DECISION MAKING PROCESS<br />7-26<br />
  27. 27. THE CONSUMER DECISION MAKING PROCESS<br />7-27<br />
  28. 28. 28<br />Thank You, Please Visit Us At :<br />http://wanbk.page.tl<br />

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