This document provides an overview of consumer behavior and decision making. It discusses factors that influence consumer decisions, such as culture, social class, family and interpersonal influences. It also covers consumer decision making processes, including high vs low involvement decisions. Individual differences like personality, lifestyles and motivation that affect consumer behavior are examined. The document concludes with sections on outcomes of consumer decisions and ethical/social issues related to consumer behavior.
Consumer Behavior and Marketing ResearchNagendra Babu
Consumer Behavior and Marketing Research
introduction, Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles, Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
Consumer Behavior and Marketing ResearchNagendra Babu
Consumer Behavior and Marketing Research
introduction, Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles, Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
chapter 3, consumer motivation and personality
facets of personality are listed in this presentation, in addition to personality traits,
leave your questions, suggestions, and feedback in the comment section and thank you.
Understand consumers’ level of involvement with product & describe consumer problem-solving processes
Recognize stages of consumer buying decision process
Explore situational influences of consumer buying process
Understand psychological influences of consumer buying process
Examine social influences of consumer buying process
Meaning of Consumer Behaviour, Features and Importance
• Types of Consumer (Institutional & Retail), Diversity of consumers and their behaviour- Types Of Consumer Behaviour
• Profiling the consumer and understanding their needs
• Consumer Involvement
• Application of Consumer Behaviour knowledge in Marketing
• Consumer Decision Making Process and Determinants of Buyer
• Behaviour, factors affecting each stage, and Need recognition.
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Discuss the importance of consumer behavior.
Understand consumer decision making and some of the important influences on those decisions.
Distinguish between low-involvement and high-involvement consumer behavior.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
chapter 3, consumer motivation and personality
facets of personality are listed in this presentation, in addition to personality traits,
leave your questions, suggestions, and feedback in the comment section and thank you.
Understand consumers’ level of involvement with product & describe consumer problem-solving processes
Recognize stages of consumer buying decision process
Explore situational influences of consumer buying process
Understand psychological influences of consumer buying process
Examine social influences of consumer buying process
Meaning of Consumer Behaviour, Features and Importance
• Types of Consumer (Institutional & Retail), Diversity of consumers and their behaviour- Types Of Consumer Behaviour
• Profiling the consumer and understanding their needs
• Consumer Involvement
• Application of Consumer Behaviour knowledge in Marketing
• Consumer Decision Making Process and Determinants of Buyer
• Behaviour, factors affecting each stage, and Need recognition.
FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
We connect Students who have an understanding of course material with Students who need help.
Benefits:-
# Students can catch up on notes they missed because of an absence.
# Underachievers can find peer developed notes that break down lecture and study material in a way that they can understand
# Students can earn better grades, save time and study effectively
Our Vision & Mission – Simplifying Students Life
Our Belief – “The great breakthrough in your life comes when you realize it, that you can learn anything you need to learn; to accomplish any goal that you have set for yourself. This means there are no limits on what you can be, have or do.”
Like Us - https://www.facebook.com/FellowBuddycom
Discuss the importance of consumer behavior.
Understand consumer decision making and some of the important influences on those decisions.
Distinguish between low-involvement and high-involvement consumer behavior.
Understand consumer decision making and
some of the important influences on those
decisions.
• Distinguish between low-involvement and highinvolvement consumer behavior.
• Understand how attitudes influence consumer
purchases
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3. 1-3
After studying this chapter, you
should be able to:
• Discuss the importance of consumer
behavior.
• Understand consumer decision making and
some of the important influences on those
decisions.
• Distinguish between low-involvement and
high-involvement consumer behavior.
• Understand how attitudes influence
consumer purchases.
4. 1-4
After studying this chapter, you
should be able to:
• Appreciate how the social environment affects
consumer behavior.
• Recognize many of the individual consumer
differences that influence purchase decisions
and behavior.
• Recognize the outcomes of consumers’
decisions to purchase or not to purchase and
how they affect marketing success.
5. 1-5
The Nature of Consumer Behavior
and Decision Making
• Consumer Behavior:
– The mental and emotional processes and
physical activities people engage in when
they select, purchase, use, and dispose of
products or services to satisfy particular
needs and desires.
6. 1-6
The Nature of Consumer
Behavior and Decision Making
• Factors important to understanding
consumer markets and consumer
behavior:
– The size of the consumer market.
– Changes in consumer shopping habits and
purchase decisions.
– Emphasis on consumer-oriented marketing.
– The design of effective marketing strategy.
8. 1-8
Growing Consumer Markets
5. Anti-aging products and
services.
6. Health as a national hobby.
7. High-end sports apparel and
equipment.
8. Safe packaging, pure
contents, and “green”
concerns.
9. 1-9
Consumer Behavior and the Design
of Marketing Strategy
Brand Equity:
The marketplace value of a brand.
Service Recovery:
Winning back consumers who defect.
10. 1-10
Understanding E-Customers
• The 10 Most Important Website
Attributes:
1. Product representation
2. Product prices
3. Product selection
4. On time delivery
5. Ease of ordering
6. Product information
7. Level and quality of consumer support
8. Product shopping and handling
9. Posted privacy policy
10. Site navigation and appearance
12. 1-12
High- and Low-Involvement Decisions
• Involvement:
– The level of
importance or
interest
generated by a
product or a
decision.
• Consumer
Information
Processing:
– The cognitive
processes by which
consumers interpret
and integrate
information from the
environment.
13. 1-13
High-and Low-Involvement Decisions
• High-involvement Decisions:
– Characterized by high levels of importance
thorough information processing, and
substantial differences between alternatives.
• Low-involvement
Decisions:
– Occur when
relatively little
personal interest,
relevance, or
importance is
associated with a
purchase.
14. 1-14
Types of Consumer Choices
• Six Generic Consumer Behavior
Choices:
1. Product
2. Brand
3. Shopping area
4. Store type
5. Store
6. Nonstore source (catalogs, PC, & TV
shopping)
15. 1-15
Attitudes
• Consumer
Attitudes:
– Learned
predispositions to
respond favorably
or unfavorably to a
product or brand.
• Attitudes have
valence; they can be
positive, negative, or
neutral.
• Strong attitudes are
resistant to change.
• Attitudes can erode
over time if not
reinforce.
16. 1-16
Attitudes – Marketing Implications
1. Attitudes are based on beliefs
consumers hold about the
attributes or features (price,
level of services, quality) of the
products they are evaluating.
2. Attitudes are primary causes of
behavior causing consumers to
buy or not buy products
17. 1-17
Experiential Choices
• Consumers
frequently make
choices based on
their emotions and
feelings.
• Affect Referral:
– Consumers elicit from
memory their overall
evaluations of
products and choose
the alternative for
which they have the
most positive feelings.
18. 1-18
Experiential Choices
• Impulse
Purchases:
– Choices made on
the spur of the
moment, often
without prior
problem
recognition.
• Time-inconsistent
Choices:
– Choices consumers
make which act against
their own better
judgment and engage in
behavior they would
normally reject.
20. 1-20
Cultural Influences
• Culture:
– The values, ideas,
attitudes, and
symbols that people
adopt to
communicate,
interpret, and
interact as
members of society.
• Culture is learned and
transmitted from one
generation to the next.
21. 1-21
Cultural Influences
• Socialization:
– The process of
absorbing a culture
• Consumer
Socialization:
– When socialization is
applied to marketing
and consumer
behavior.
22. 1-22
Values
• Values:
– Shared beliefs or cultural norms about
what is important or right.
Cultural values directly influence how
Consumers view and use individual
products, brands, and services.
23. 1-23
Values
• The List of Values (LOV):
• Self-respect
• Warm relationships
• Self-fulfillment
• Sense of belonging
• Respect from others
• Excitement
• Security
• Sense of accomplishment
• Fun and enjoyment in life
24. 1-24
Values
• Values and Lifestyles (VALS):
– Identifies eight market segments that
share similar end values.
26. 1-26
Subcultures
• Demographic characteristics used to
identify subcultures:
– Nationality - Hispanics, Italians
– Race - African-American, American
Indian, Asian
– Region - New England, the South
– Age - Elderly, teenager
– Religion - Catholic, Jewish,
fundamentalist
27. 1-27
Social Class Influences
• Social Classes:
– Relatively homogeneous divisions
within a society that contain people
with similar values, needs,
lifestyles, and behavior.
28. 1-28
Family Influences and the Family Life Cycle
• Family influences play two
important roles in:
– The socialization of people.
– Affecting individual
purchase decisions.
29. 1-29
• Family Life Cycle:
– The sequence of steps a family goes through:
• From young, to
• Single adults, to
• Married couples whose children have left home, to
• The retired survivor
Family Influences and the Family Life Cycle
31. 1-31
Interpersonal Influence
Processes
• Three Types of Interpersonal Processes:
1. Informational influence is based on the
consumer’s desire to make informed choices
and reduce uncertainty.
2. Utilitarian influence is reflected in compliance
with the expectations, real or imagined, of others
– referred to as norms.
3. Value-expressive influence stems from a
desire to enhance self-concept through
identification with others.
34. 1-34
Word-of-Mouth Communications
Opinion Leaders:
Influence consumer behavior through
word-of-mouth communications.
Market Mavens:
Consumers who know about many kinds of products,
places to shop, and other facts of the market, and they
like to share this information with other consumers.
35. 1-35
Personality
• Personality:
– Reflects a person’s
consistent response
to his or her
environment.
• Personality traits
related to consumer
behavior:
– Extroversion
– self-esteem
– dogmatism (closed-
mindedness)
– aggressiveness
37. 1-37
Lifestyles and Psychographics
• Lifestyle:
– Describes a person’s
pattern of living as
expressed in
activities, interests,
and opinions (AIO
statements).
• Psychographics:
– Divide a market into
lifestyle segments on
the basis of consumer
interests, values,
opinions, personality
characteristics,
attitudes, and
demographics.
38. 1-38
Motivation
• Motivation:
– Refers to a state or condition within a
person that prompts goal-directed
behavior.
• Maslow’s Hierarchy:
– Self-actualization Needs - Art, books, recreation
– Esteem Needs - Clothing, home furnishings
– Love and Belonging Needs - Mementos, gifts, photos
– Safety Needs - Burglar alarms, seat belts
– Physiological Needs - Food, heat, shelter
39. 1-39
Situational Factors
Consumers purchase goods
for use in certain situations.
Situational factors can
inhibit as well as motivate.
The anticipated use
influences choice.
41. 1-41
Consumer Behavior Outcomes
Consumer Learning happens when changes
occur in knowledge or behavior patterns.
Marketers influence consumers by imparting knowledge
through advertising, product labels, and personal selling.
Marketers hope consumers will attend to, comprehend,
and then remember these messages
42. 1-42
Consumer Satisfaction, Dissatisfaction,
and Complaint Behavior
• Satisfaction and
dissatisfaction
describe the positive,
neutral, or negative
feelings that may
occur after purchase.
• Consumer complaints
are overt expressions
of dissatisfaction.
• Firms adopting a customer
value perspective must
employ marketing
communications that
convey realistic
expectations.
44. 1-44
Findings of Customer
Satisfaction Research
1. Satisfaction judgements evolve and are changeable
as products are used.
2. Satisfaction judgments have a social component
determined by the satisfaction of others in the
household.
3. Emotions are important and yield insights beyond
simple comparison standards, such as expectations
and performance.
4. Product satisfaction is also related to quality of life
and life satisfaction.
45. 1-45
Customer Complaints
Voice Responses
(seeking satisfaction directly from the seller)
Third-party Responses
(taking legal action, filing complaints
with consumer affairs agencies)
Private Responses
(bad-mouthing to friends)
46. 1-46
Cognitive Dissonance
Cognitive Dissonance:
• A form of
postpurchase doubt
about the
appropriateness of a
decision.
• Cognitive Dissonance
occurs when:
– Decisions are major
– The purchase is important
– Perceived risk is high
– The purchase is visible
– The decision involves a
long-term commitment
47. 1-47
Ethical and Social Issues in
Consumer Behavior
Unethical consumer behaviors include
shoplifting and abuse of return policies
Consumers are increasingly incorporating
social concerns into their buying decisions
48. 1-48
Ethical and Social Issues
in Business Behavior
Standards of Business Behavior Evaluation
Corporate Social
Responsibility
Business Ethics