Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The...

Principles of Marketing

BA 3365 Section 006

Consumer Behavior

Professor Andrei Strijnev

The University of Texas at Dallas

Fall 2005

CONSUMER BEHAVIOR55

CHAPTER

• Outline the stages in the consumer decision process.

• Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

• Explain how psychological influences affect consumer behavior, particularly purchase decision processes.

• Identify major sociocultural influences on consumer behavior and their effects on purchase decisions.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

• Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

– SAVVY AUTOMAKERS KNOW THEIR CUSTOM(H)ER

• Consumer behavior

CONSUMER BEHAVIOR

Purchase decision process

CONSUMER PURCHASE DECISION PROCESS

FIGURE 5-2FIGURE 5-2 Consumer Reports’ evaluation of portable compact disc players (abridged)

• Alternative Evaluation: Assessing Value

• Evaluative criteria• Evoked set

• Purchase Decision: Buying Value

• Postpurchase Behavior: Value in Consumption or Use

• Cognitive dissonance

CONSUMER PURCHASE DECISION PROCESS

• Involvement and Problem-Solving Variations

CONSUMER PURCHASE DECISION PROCESS

FIGURE 5-3FIGURE 5-3 Comparison of problem-solving variations

• Involvement and Problem-Solving Variations (cont)– Routine Problem Solving– Limited Problem Solving– Extended problem Solving– Involvement and Marketing Strategy

• Situational Influences

CONSUMER PURCHASE DECISION PROCESS

FIGURE 5-4FIGURE 5-4 Influences on the consumer purchase decision process

• Motivation and Personality– Motivation– Personality

• National character• Self-concept

• Perception– Selective Perception– Subliminal perception– Perceived Risk

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

FIGURE FIGURE 5-55-5 Hierarchy of needs

• Learning– Behavioral Learning– Cognitive Learning– Brand Loyalty

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

• Values, Beliefs, and Attitudes– Attitude Formation

• Attitude• Beliefs

– Attitude Change

• Lifestyle

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

VALSTM psychographic segments

• Personal Influence– Opinion Leadership– Word of Mouth

• Reference Groups

• Family Influence– Consumer Socialization– Family Life Cycle– Family Decision Making

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

FIGURE 5-7FIGURE 5-7 Modern family life cycle

• Social Class

• Culture and Subculture– African-American Buying Patterns– Hispanic Buying Patterns– Asian Buying Patterns

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR