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Behavioral marketing dimention

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Behavioral marketing dimention

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Behavioral marketing dimention

  1. 1. Chapter 6: Behavioral Dimensions of the Consumer Market
  2. 2. Chapter 6 Objectives <ul><li>1 . Understand the economic-buyer model of buyer behavior. </li></ul><ul><li>2. Understand how psychological variables affect an individual’s buying behavior. </li></ul><ul><li>3. Understand how social influences affect an individual’s and household’s buying behavior. </li></ul><ul><li>4. See why the purchase situation has an effect on consumer behavior. </li></ul><ul><li>5. Know how consumers use problem-solving processes. </li></ul><ul><li>6. Have some feel for how a consumer handles all the behavioral variables and incoming stimuli. </li></ul><ul><li>7. Understand the important new terms. </li></ul>When you finish this chapter, you should 6-2
  3. 3. A Model of Buyer Behavior 6-3 Exhibit 6-1 Purchase Reason Time Surroundings Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Psychological Variables Family Social Class Reference Groups Culture Social Influence Problem-Solving Process Person Does or Does Not Purchase (Response) Marketing Mixes All Other Stimuli Person Making Decision
  4. 4. The PSSP Hierarchy of Needs 6-4 Physiological Needs Safety Needs Social Needs Personal Needs
  5. 5. The Learning Process 6-5 Drive Cues Response Reinforcement
  6. 6. Lifestyle Dimensions 6-6 Opinions Interests Activities ??????? ??????? ??????? ??????? ???????
  7. 7. Social Class Dimensions Exhibit 6-6 6-7 1.5% 32% 12.5% 38% 16% Lower-middle class Upper-middle class Upper-class Lower-lower class Upper-lower (“working”) class
  8. 8. Purchase Situation Influences 6-8 Surroundings Time Purchase Reason ??????? ??????? ??????? ??????? ???????
  9. 9. The Consumer Problem Solving Process Exhibit 6-7 6-9 Purchase Situation Social Influences Psychological Variables Need-want Awareness Information Search Set Criteria Decide on Solution Purchase Product Routinized Response Postpone Decision Postpurchase Evaluation Response Feedback of information as attitudes Person making decision Marketing mixes All other stimuli
  10. 10. Levels of Problem Solving Exhibit 6-9 6-10 Extensive Problem Solving Limited Problem Solving Routinized Response Behavior Involvement Continuum Low Involvement High Involvement Low involvement Frequently purchased Inexpensive Little risk Little information needed High involvement Infrequently purchased Expensive High risk Much information desired
  11. 11. The Adoption Process 6-11 Awareness Interest Evaluation Trial Decision Confirmation
  12. 12. Relating the Processes 6-12 Problem-solving steps 1. Becoming aware of or interested in the problem 2. Gathering information about possible solutions 3. Evaluating alterative solutions 4. Deciding on the appropriate solution 5. Evaluating the decision Adoption process steps Awareness and interest Interest and evaluation Evaluation, maybe trial Decision Confirmation Learning steps Drive Cues Response Reinforcement
  13. 13. Key Terms Learning Cues Response Reinforcement Attitude Belief Expectation Psychographics Lifestyle Analysis Social Class Reference Group Opinion Leader Culture Economic Buyers Economic Needs Needs Wants Drive Physiological Needs Safety Needs Social Needs Personal Needs Perception Selective Exposure Selective Perception Selective Retention Extensive Problem Solving Limited Problem Solving Routinized Response Behavior Low-involvement Purchases Adoption Process Dissonance 6-13

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