미국마케팅협회 공인마케팅자격증 American Marketing Association's Professional Certified Marketer (AMA PCM) TOPIC 5. Consumer Behavior 소비자 행동

1. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
TOPIC 5.
CONSUMER BEHAVIOR

2. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
CONSUMER BEHAVIOR

3. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Consumer Behavior
The actions a person takes in purchasing and using
products and services, including the mental and social
processes that come before and after these actions 제품과
소비자행동이란 서비스를 구매하고 사용하는데 있어 어떤 사람이 취
하는 행위를 말하며, 그러한 행위 전후의 정신적 및 사회적 프로세스
를 포함한다. [기출문장]

4. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Influences on the Consumer Purchase
Decision Process
Sociocultural
Influences
Psychological
Influences
• Personal Influences
• Reference Groups
• Family
• Culture
• Motivation
• Personality
• Perception
• Learning*
• Lifestyle*
• Value, Belief, Attitude
Source:
Situational
Influences
• Purchase task
• Social surroundings *
• Physical surroundings
• Temporal effects
• Antecedent states

5. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Learning*
Changes in an individual’s thought processes and behavior
caused by information and experience [기출문장]
Source:

6. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Lifestyle*
• The psychographic variable that includes numerous
characteristics related to people’s activities, interests,
and opinions 사람들의 활동, 관심, 의견과 관련된 다양한 특징
을 포함하는 심리적 변수 [기출문장]

7. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Lifestyle*
• A mode of living that is identified by how people spend
their time and resources, what they consider important
in their environment, and what they think of themselves
and the world around them 사람들이 어떻게 시간과 자원을
사용하는가, 환경에서 무엇을 중요하게 생각하는가, 자신과 주변
세상에 대해서 어떻게 생각하는가에 의하여 파악할 수 있는 생활
방식 [용어집]

8. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The Consumer Decision Process
• Need Recognition = Problem Recognition
• Information Search
• Alternative Evaluation
• Purchase
• Post Purchase Behavior.
& Levy

9. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
STAGE 1: NEEDS RECOGNITION
(=PROBLEM RECOGNITION)

10. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Needs Recognition (=Problem Recognition)
The initial step in the purchase decision process;
perceiving a difference between a person's ideal and
actual situations big enough to trigger a decision 구매 의사
결정 프로세스의 첫 단계; 사람의 이상적 상태와 실제 상태의 차이가
어떤 행동을 야기할 정도로 충분히 클 때 생김

11. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

12. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

13. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Functional Needs
• Psychological Needs.
& Levy
Types of Needs

14. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

15. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Types of Needs
A key to successful marketing is determining how to meet
the correct balance of functional and psychological needs
that best appeals to the firm's target markets. [기출문장]

16. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Functional Needs
Needs pertain to the performance of a product or service

17. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Psychological Needs.
Needs pertaining to the personal gratification consumers
associate with a product or service

18. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
STAGE 2: INFORMATION
SEARCH

19. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Information Search
To search for information about the various options that
exist to satisfy that need

20. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Factors Affecting Consumers' Search
Processes*
• The type of product or service
• The Perceived Benefits versus Perceived Costs of
Search
• The Locus of Control
• Perceived Risk

21. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Five types of risk associated with purchase decisions can
delay or discourage a purchase
& Levy
Perceived Risk

22. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Performance risk
• Financial risk
• Social risk
• Physiological risk
• Psychological risks.
& Levy
Perceived Risk

23. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The Locus of Control
1. Internal Locus of Control
• Refers to when consumers believe they have some
control over the outcomes of their actions, in which
case they generally engage in more search activities
소비자가 그들의 행위의 결과를 어느 정도 컨트롤 한다고 생각
할 때 발생함 [용어집]

24. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The Locus of Control
2. External Locus of Control
• Refers to when consumers believe that fate or other
external factors control all outcomes 소비자가 운명이나
다른 외부 요인이 결과를 좌우한다고 생각할 때 발생함 [용어집]

25. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The Locus of Control

26. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
STAGE 3: ALTERNATIVE
EVALUATION

27. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
A successful information search within a product category
yields a group of brands that a buyer views as possible
alternatives.
Alternative Evaluation

28. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Universal sets = Total set
• Retrieval sets = Awareness set
• Consideration set = Evoked set
Attribute Sets

29. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Successive Sets Involved in Consumer
Decision Making
[Comment] Kotler & Keller

30. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

31. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
STAGE 4: PURCHASE DECISION

32. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Purchase Decision
In the purchase stage, the consumer chooses the product
or brand to be bought.
구매 단계에서 소비자는 사고자 하는 제품 또는 브랜드를 선택함
Selection is based on the outcome of the evaluation stage
and on other dimensions.
선택은 대안평가 단계의 결과와 다른 차원들에 기반하여 이루어진다.

33. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
STAGE 5: POSTPURCHASE
BEHAVIOR

34. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
After the purchase, the buyer begins evaluating the
product to ascertain if its actual performance meets
expected levels. 구매 후, 구매자는 실제 성능이 기대한 수준에 미
치는지 확인하기 위해 제품을 평가하기 시작함. = 구매 후 행동.
Postpurchase Behavior

35. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Postpurchase cognitive dissonance is an internal conflict
that arises from an inconsistency between two beliefs, or
between beliefs and behavior. 구매 후 인지부조화는 두 개의 신
념 또는 신념과 행동 사이의 불일치로 인해 일어나는 내적인 갈등을
말한다.
= Buyer’s remorse
& Levy
Postpurchase Cognitive Dissonance

36. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Postpurchase Cognitive Dissonance

37. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Postpurchase Cognitive Dissonance

38. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
PSYCHOLOGICAL INFLUENCES

39. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Maslow’s Hierarchy of Needs
Self-Actualization Needs
Esteem Needs = Personal Needs
Social Needs = Love Needs
Physiological Needs
Safety Needs

40. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Physiological Needs
Requirements for survival, such as food, water, oxygen,
clothing, and shelter
기본적인 인간 욕구와 의식주의 니즈

41. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Safety Needs
Needs for protection and physical well-being, such as
security and freedom from physical and emotional pain
and suffering
보호와 물리적인 안정감, 그리고 물리적, 정서적 고통의 해소의 니즈

42. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Social Needs
The human requirements for love and affection and a
sense of belonging = Love Needs
소속감, 인정 받는 느낌, 보살핌 받고 있는 느낌의 니즈

43. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Esteem Needs = Personal Needs
Needs for respect and recognition from others as well as
self-esteem, as sense of one's own worth
타인으로부터 존경 받고 인정 받고자 하는 니즈, 그리고 스스로 가치
있다고 느끼는 자존감의 니즈

44. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Self-Actualization Needs
+
• The need to grow and develop and to become all that
one is capable of becoming 성장을 거듭하여 마침내 최선의
나의 모습을 달성하고자 하는 니즈
• When a person is completely satisfied with his or her life
내 인생에 완벽하게 만족할 때 (충족되는 니즈)

45. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
SOCIAL OR SOCIOCULTURAL
INFLUENCES

46. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Reference Groups
People to whom an individual looks as a basis for self-
appraisal or as a source of personal standards 한 개인이 자
아평가의 근거로 삼거나 개인적 기준의 원천으로 삼는 사람들 [기출
문장]

47. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
CONSUMER INVOLVEMENT AND
PROBLEM-SOLVING VARIATIONS

48. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Involvement
The personal, social, and economic significance of the
purchase to the consumer. 구매의 개인적, 사회적, 경제적 중요
성 [기출문장]

49. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Consumer Problem-Solving Processes
= Consumer Decision Making
Extended Problem Solving
Limited Problem Solving
Routine Problem Solving
= Routinized Response Behavior

50. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Extended Problem Solving
Problem solving in which each of the five stages of the
consumer purchase decision process is used, including
considerable time and effort on external information
search and in identifying and evaluating alternatives. Used
in high involvement purchases and decisions involving risk
확장된 문제해결에서 소비자들은 외부 정보 탐색과 대안의 확인 및
평가에 상당한 시간과 노력을 기울이면서 구매 결 정과정 5단계를 모
두 거친다.

51. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Limited Problem Solving
Problem solving in which consumers typically seek some
information or rely on a friend to help them evaluate
alternatives 이러한 문제해결 내에서 일반적으로 소비자들은 일부
정보를 스스로 탐색하거나, 대안평가에 도움이 되는 친구에 의존하여
정보탐색을 수행하는 문제 해결 방식

52. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Routine Problem Solving
A consumer problem-solving process used when buying
frequently purchased, low-cost items that require very
little search-and-decision effort

53. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Impulse Buying
An unplanned buying behavior resulting from a powerful
urge to buy something immediately