1) The document discusses various factors that influence consumer decision making, including cultural, social, psychological, and individual factors. 2) It outlines the five stages of the consumer decision making process: need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. 3) It also examines how cultural influences like values, reference groups, social class, and family roles impact consumer decisions.

1. Consumer Decision Making

2. The Importance of Understanding Consumer Behavior Explain why marketing managers should understand consumer behavior LO I

3. Consumer Behavior Consumer Behavior Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use.

4. REVIEW LEARNING OUTCOME Understanding Consumer Behavior LO I Consumer behavior consumers make purchase decisions consumers use and dispose of product = HOW

5. The Consumer Decision-Making Process Analyze the components of the consumer decision-making process LO 2

6. Consumer Decision-Making Process Consumer Decision-Making Process A five-step process used by consumers when buying goods or services.

7. Consumer Decision-Making Process LO 2 Postpurchase Behavior Purchase Evaluation of Alternatives Information Search Need Recognition Cultural, Social, Individual and Psychological Factors affect all steps

8. Need Recognition LO 2 Need Recognition Result of an imbalance between actual and desired states.

9. Need Recognition LO 2 Marketing helps consumers recognize an imbalance between present status and preferred state. Present Status Preferred State Internal Stimuli External Stimuli

10. Stimulus LO 2 sight smell taste touch hearing Stimulus Any unit of input affecting one or more of the five senses:

11. Recognition of Unfulfilled Wants When a current product isn’t performing properly When the consumer is running out of a product When another product seems superior to the one currently used LO 2

12. Information Search LO 2 Internal Information Search Recall information in memory External Information search Seek information in outside environment Nonmarketing controlled Marketing controlled

13. External Information Searches LO 2 Need More Information More Risk Less knowledge Less product experience High level of interest Lack of confidence Less Risk More knowledge More product experience Low level of interest Confidence in decision Need Less Information

14. Evoked Set LO 2 Group of brands, resulting from an information search, from which a buyer can choose. Evoked Set

15. Evaluation of Alternatives and Purchase LO 2 Evoked Set Purchase! Analyze product attributes Rank attributes by importance Use cutoff criteria

16. Purchase LO 2 To buy or not to buy... Determines which attributes are most important in influencing a consumer’s choice Marketing

17. REVIEW LEARNING OUTCOME Consumer Decision-Making Process LO 2 CULTURAL SOCIAL PSYCHOLOGICAL INDIVIDUAL Need Recognition 1 Information Search 2 Evaluate Alternatives 3 Purchase 4

18. Postpurchase Behavior Explain the consumer’s postpurchase evaluation process LO 3

19. Cognitive Dissonance LO 3 Cognitive Dissonance Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.

20. Postpurchase Behavior Consumers can reduce dissonance by: Seeking information that reinforces positive ideas about the purchase Avoiding information that contradicts the purchase decision Revoking the original decision by returning the product LO 3 Marketing can minimize through: Effective Communication Follow-up Guarantees Warranties

21. Consumer Buying Decisions and Consumer Involvement Identify the types of consumer buying decisions and a discuss the significance a of consumer involvement LO 4

22. Consumer Buying Decisions and Consumer Involvement LO 4 More Involvement Less Involvement Routine Response Behavior Limited Decision Making Extensive Decision Making

23. Five Factors Influencing Decisions LO 4 1. Level of consumer involvement 2. Length of time to make decision 3. Cost of good or service 4. Degree of information search 5. Number of alternatives considered

24. Continuum of Consumer Buying Decisions LO 4

25. Routine Response Behavior Little involvement in selection process Frequently purchased low cost goods May stick with one brand Buy first/evaluate later Quick decision LO 4

26. Limited Decision Making Low levels of involvement Low to moderate cost goods Evaluation of a few alternative brands Short to moderate time to decide LO 4

27. Extensive Decision Making High levels of involvement High cost goods Evaluation of many brands Long time to decide May experience cognitive dissonance LO 4

28. Factors Determining the Level of Consumer Involvement LO 4 Situation Social Visibility Interest Perceived Risk of Negative Consequences Previous Experience

29. Marketing Implications of Involvement LO 4 High-involvement purchases require: Extensive and informative promotion to target market Low-involvement purchases require: In-store promotion, eye-catching package design, and good displays. Coupons, cents-off, 2-for-1 offers

30. REVIEW LEARNING OUTCOME Consumer Buying Decisions and Consumer Involvement LO 4 Routine Limited Extensive Previous experience Interest Perceived risk of negative consequences Situation Social visibility

31. Cultural Influences on Consumer Buying Decisions Identify and understand the cultural factors that affect consumer buying decisions LO 5

32. Factors Influencing Buying Decisions LO 5 Social Factors Individual Factors Psycho- logical Factors Cultural Factors CONSUMER DECISION- MAKING PROCESS BUY / DON’T BUY

33. Culture LO 5 Culture Set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next.

34. Components of Culture LO 5 Myths Language Values Customs Rituals Laws Material artifacts

35. Culture is. . . LO 5 Learned Functional Pervasive Dynamic

36. Value LO 5 Value Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct.

37. Subculture LO 5 Subculture A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group. http://www.dead.net Online

38. Social Class LO 5 Social Class A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.

39. Social Class Measurements LO 5 Wealth Other Variables Income Education Occupation

40. The Impact of Social Class on Marketing Indicates which medium to use for advertising Helps determine the best distribution for products LO 5

41. REVIEW LEARNING OUTCOME Cultural Factors LO 5

42. Social Influences on Consumer Buying Decisions Identify and understand the social factors that affect consumer buying decisions LO 6

43. Social Influences LO 6 Reference Groups Opinion Leaders Family Members

44. Reference Group LO 6 Reference Group A group in society that influences an individual’s purchasing behavior.

45. Reference Groups LO 6 Reference Groups Direct Indirect Primary Secondary Aspirational Nonaspirational

46. Influences of Reference Groups They serve as information sources and influence perceptions. They affect an individual’s aspiration levels. Their norms either constrain or stimulate consumer behavior. LO 6

47. Opinion Leaders LO 6 An individual who influences the opinion of others. Opinion Leaders

48. Opinion Leaders LO 6 Teenagers Movie stars Sports figures Celebrities Marketers are looking to Web logs, or blogs, to find opinion leaders

49. Family LO 6 Initiators Influencers Decision Makers Purchasers Consumers Purchase Process Roles in the Family

50. Relationships among Purchasers and Consumers in the Family LO 6

51. REVIEW LEARNING OUTCOME Social Factors LO 6 Direct Indirect Reference Groups Primary Secondary Aspirational Nonaspirational Opinion Leaders People you know Socialization Process Family Celebrities Initiators Decision Makers Consumers Influencers Purchasers

52. Individual Influences on Consumer Buying Decisions Identify and understand the individual factors that affect consumer buying decisions LO 7

53. Individual Influences LO 7 Gender Age Life Cycle Personality Self-Concept Lifestyle

54. Psychological Influences on Consumer Buying Decisions Identify and understand the psychological factors that affect consumer buying decisions LO 8

55. Psychological Influences LO 8 Perception Motivation Learning Beliefs & Attitudes

56. Perception LO 8 Perception Process by which people select, organize, and interpret stimuli into a meaningful and coherent picture.

57. Perception LO 8 Selective Exposure Selective Distortion Selective Retention

58. Perception LO 8 Selective Exposure Selective Distortion Selective Retention Consumer notices certain stimuli and ignores others Consumer changes or distorts information that conflicts with feelings or beliefs Consumer remembers only that information that supports personal beliefs

59. Marketing Implications of Perception Important attributes Price Brand names Quality and reliability Threshold level of perception Product or repositioning changes Foreign consumer perception LO 8

60. Motivation LO 8 Maslow’s Hierarchy of Needs A method of classifying human needs and motivations into five categories in ascending order of importance.

61. Maslow’s Hierarchy of Needs LO 8

62. Types of Learning LO 8 Experiential Conceptual An experience changes behavior Not learned through direct experience http://www.cspinet.org Online

63. Stimulus Generation and Discrimination LO 8 Stimulus Generalization A form of learning that occurs when one response is extended to a second stimulus similar to the first. Stimulus Discrimination A learned ability to differentiate among similar products.

64. Beliefs and Attitudes LO 8 Belief Attitude An organized pattern of knowledge that an individual holds as true about his or her world. A learned tendency to respond consistently toward a given object.

65. Changing Attitudes LO 8 Change beliefs about the brand’s attributes Change the relative importance of these beliefs Add new beliefs

66. REVIEW LEARNING OUTCOME LO 8 Psychological Factors Learning Stimulus Generalization Stimulus Discrimination Selective Exposure Perception Selective Retention Selective Exposure Needs Motivation Psychological Esteem Safety Social Esteem Beliefs & Attitudes Changing Beliefs about Attributes Changing Importance of Beliefs Adding New Beliefs