Dr. Hurrem Yilmaz Slide 5-2 CONSUMER BEHAVIOR CHAPTER 4

Dr. Hurrem Yilmaz Slide 5-2

CONSUMER BEHAVIOR

CHAPTER

4

Dr. Hurrem Yilmaz

CONSUMER PURCHASEDECISION PROCESS

Slide 5-10

• Purchase Decision Process• Problem Recognition:

Perceiving a Need

Dr. Hurrem Yilmaz Slide 5-11

Purchase decision process

Dr. Hurrem Yilmaz

CONSUMER PURCHASEDECISION PROCESS

Slide 5-12

• Information Search: Seeking Value

Internal Search

External Search

• Personal Sources

• Public Sources

• Market-Dominated Sources

Dr. Hurrem Yilmaz Slide 5-13

Consumer Report’s evaluation of portable compact disc players (abridged)

Dr. Hurrem Yilmaz

CONSUMER PURCHASEDECISION PROCESS

Slide 5-14

• Alternative Evaluation: Assessing Value

Evaluative Criteria

Evoked Set

• Purchase Decision: Buying Value

• Postpurchase Behavior:Value in Consumption or Use

Dr. Hurrem Yilmaz

CONSUMER PURCHASEDECISION PROCESS

Slide 5-16

Routine Problem Solving

Limited Problem Solving

• Involvement and Problem-Solving Variations

Involvement

Extended Problem Solving

• Situational Influences

Dr. Hurrem Yilmaz Slide 5-18

Consumer involvement, knowledge, and problem-solving variations

Dr. Hurrem Yilmaz Slide 5-19

Influences on the consumer purchase decision process

Dr. Hurrem Yilmaz

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Slide 5-22

• Motivation and Personality

Motivation Personality

• Self-Concept

Dr. Hurrem Yilmaz Slide 5-23

Hierarchy of needs

Dr. Hurrem Yilmaz

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Slide 5-24

• Perception

Selective Perception

Dr. Hurrem Yilmaz Slide 5-27

Fresh Step Crystals (Clorox)

Why the Good Housekeeping

Seal?

Dr. Hurrem Yilmaz Slide 5-28

Velocity Ad (Mary Kay)Why the free

sample?

Dr. Hurrem Yilmaz

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Slide 5-29

• Learning

Behavioral Learning

• Drive

• Response

• Reinforcement

• Negative Reinforcement

• Stimulus Generalization

• Stimulus Discrimination

Cognitive Learning

Brand Loyalty

Dr. Hurrem Yilmaz

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Slide 5-31

• Values, Beliefs, and Attitudes

Attitude Formation

• Attitude

• Beliefs

Attitude Change

Dr. Hurrem Yilmaz Slide 5-32

Colgate AdHow can

marketers change

attitudes?

Dr. Hurrem Yilmaz Slide 5-33

Bayer AdHow can

marketers change

attitudes?

Dr. Hurrem Yilmaz

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Slide 5-34

• Lifestyle

Psychographics

VALS™

http://www.sric-bi.com/VALS/presurvey.shtml

Dr. Hurrem Yilmaz

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

Slide 5-39

• Personal Influence Opinion Leaders

• Reference Groups Word of Mouth

Dr. Hurrem Yilmaz Slide 5-41

Anna Kournikova for Omega

Why use a celebrity spokesperson?

Dr. Hurrem Yilmaz

Dr. Hurrem Yilmaz

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

Slide 5-43

• Family Influence

Consumer Socialization

Family Life Cycle

Family Decision Making• Culture and Subculture

Subcultures

Dr. Hurrem Yilmaz Slide 5-45

Haggar Clothing AdWhat role do family members have in the

purchase of men’s clothing?

Dr. Hurrem Yilmaz Slide 5-48

BonneBell Cosmetics Ad

A print ad targeting African-American women

Dr. Hurrem Yilmaz Slide 5-53

Mountain Dew AdA print ad targeting young Hispanic men

Dr. Hurrem Yilmaz Slide 5-78

Consumer behavior is 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.

Consumer behavior is 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.

Consumer Behavior

Dr. Hurrem Yilmaz Slide 5-79

The stages a buyer passes throughin making choices about which

products and services to buy is the purchase decision process.

The stages a buyer passes throughin making choices about which

products and services to buy is the purchase decision process.

Purchase Decision Process

Dr. Hurrem Yilmaz Slide 5-80

The level of involvement a consumer has in a particular purchase depends

on the personal, social, and economic consequences of that purchase

to the consumer.

The level of involvement a consumer has in a particular purchase depends

on the personal, social, and economic consequences of that purchase

to the consumer.

Involvement

Dr. Hurrem Yilmaz Slide 5-81

Motivation is the energizing force that stimulates behavior to satisfy a need.

Motivation is the energizing force that stimulates behavior to satisfy a need.

Motivation

Dr. Hurrem Yilmaz Slide 5-82

Personality refers to a person’s consistent behaviors or responses to

recurring situations.

Personality refers to a person’s consistent behaviors or responses to

recurring situations.

Personality

Dr. Hurrem Yilmaz Slide 5-83

Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

Perception

Dr. Hurrem Yilmaz Slide 5-84

Perceived risk represents the anxieties felt because the consumer cannot

anticipate the outcomes of a purchase but believes that there may be

negative consequences.

Perceived risk represents the anxieties felt because the consumer cannot

anticipate the outcomes of a purchase but believes that there may be

negative consequences.

Perceived Risk

Dr. Hurrem Yilmaz Slide 5-85

Learning refers to those behaviors that result from (1) repeated experience

and (2) reasoning.

Learning refers to those behaviors that result from (1) repeated experience

and (2) reasoning.

Learning

Dr. Hurrem Yilmaz Slide 5-86

Brand loyalty is a favorable attitude toward and consistent purchase of a

single brand over time.

Brand loyalty is a favorable attitude toward and consistent purchase of a

single brand over time.

Brand Loyalty

Dr. Hurrem Yilmaz Slide 5-87

An attitude is a “learned predisposition to respond to an object or class of

objects in a consistently favorable or unfavorable way.”

An attitude is a “learned predisposition to respond to an object or class of

objects in a consistently favorable or unfavorable way.”

Attitude

Dr. Hurrem Yilmaz Slide 5-88

Beliefs are one’s perception of howa product or brand performs on

different attributes.

Beliefs are one’s perception of howa product or brand performs on

different attributes.

Beliefs

Dr. Hurrem Yilmaz Slide 5-89

Opinion leaders individuals who have social influence over others.

Opinion leaders individuals who have social influence over others.

Opinion Leaders

Dr. Hurrem Yilmaz Slide 5-90

People influencing each otherduring conversations is called

word of mouth.

People influencing each otherduring conversations is called

word of mouth.

Word of Mouth

Dr. Hurrem Yilmaz Slide 5-91

Reference groups are people to whom an individual looks as a basis forself-appraisal or as a source of

personal standards.

Reference groups are people to whom an individual looks as a basis forself-appraisal or as a source of

personal standards.

Reference Groups

Dr. Hurrem Yilmaz Slide 5-92

The family life cycle concept describes the distinct phases that a family

progresses through from formation to retirement, each phase bringing with it

identifiable purchasing behaviors.

The family life cycle concept describes the distinct phases that a family

progresses through from formation to retirement, each phase bringing with it

identifiable purchasing behaviors.

Family Life Cycle

Dr. Hurrem Yilmaz Slide 5-93

Subgroups within the larger, or national, culture with unique values, ideas,

and attitudes are referred toas subcultures.

Subgroups within the larger, or national, culture with unique values, ideas,

and attitudes are referred toas subcultures.

Subcultures