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Principles of Marketing
BA 3365 Section 006
Consumer Behavior
Professor Andrei Strijnev
The University of Texas at Dallas
Fall 2005
• 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:
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 (cont)– Routine Problem Solving– Limited Problem Solving– Extended problem Solving– Involvement and Marketing Strategy
• Situational Influences
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
• 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
• Personal Influence– Opinion Leadership– Word of Mouth
• Reference Groups
• Family Influence– Consumer Socialization– Family Life Cycle– Family Decision Making
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR