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7/31/2019 Week 4.Consumer and Buyer Behavior.ppt [Autosaved]
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MKTG
5CHAPTERS
Consumer &
Business DecisionMaking
Lamb, Hair, McDaniel ,
Kapoor, Klaise, & Appleby Canadian Edition
&6
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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 2
http://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.ht
ml (ready made)
Supermarket Psychology - Entrances, layout and shelving (3:05)
http://www.youtube.com/watch?v=RjgkQ6bq7aE&feature=channel
Supermarket Psychology: Specials, pricing, labelling and packaging
http://www.youtube.com/watch?v=yzRDEKyqIJs&feature=related
Decision Making Process: How Consumers Make Buying Decision?
http://www.youtube.com/watch?v=Rn5a03Xp0Kc
Consumer decision making (6:50):http://www.youtube.com/watch?v=fjdVCxn67Yc&feature=related
http://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.htmlhttp://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.htmlhttp://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.htmlhttp://www.youtube.com/watch?v=RjgkQ6bq7aE&feature=channelhttp://www.youtube.com/watch?v=yzRDEKyqIJs&feature=relatedhttp://www.youtube.com/watch?v=Rn5a03Xp0Kchttp://www.youtube.com/watch?v=fjdVCxn67Yc&feature=relatedhttp://www.youtube.com/watch?v=fjdVCxn67Yc&feature=relatedhttp://www.youtube.com/watch?v=fjdVCxn67Yc&feature=relatedhttp://www.youtube.com/watch?v=Rn5a03Xp0Kchttp://www.youtube.com/watch?v=yzRDEKyqIJs&feature=relatedhttp://www.youtube.com/watch?v=RjgkQ6bq7aE&feature=channelhttp://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.htmlhttp://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.html7/31/2019 Week 4.Consumer and Buyer Behavior.ppt [Autosaved]
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Consumer
Decision-Making Process
PostpurchaseBehaviour
Purchase
Evaluationof Alternatives
Information Search
Need Recognition
Cultural, Social,Individual andPsychological
Factorsaffect
all steps
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Consumer
Decision-Making Process
PostpurchaseBehaviour
Purchase
Evaluationof Alternatives
Information Search
Need Recognition
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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 5
LO4
Social
Factors
Individual
Factors
Psycho-logicalFactors
Cultural
Factors CONSUMERDECISION-MAKING
PROCESS
BUY /DONT BUY
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Personal Exercise
Draw a line down the middle of apiece of paper
Label the 2 columns:
what I want
what I need
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ReadymadeMagazine
Watch the video, and develop an answer to
the 1 of the following questions
1. While the ReadyMade magazine was still in thedesign stages, very little research was done to
determine whether an interested market existed. Did
this adversely affect the magazine as it moved
forward to publication? Explain.
2. How does the cover of ReadyMade magazine
reflect the principles of packaging design as
influenced by the known behaviours of its
consumers?
3. To what extent does ReadyMade rely on opinion
leaders to promote the magazine? Is this a
successful tactic?
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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 8
LO3
Consumer Buying Decisions
and Consumer Involvement
More
Involvement
Less
Involvement
RoutineResponseBehaviour
LimitedDecisionMaking
ExtensiveDecisionMaking
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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 9
Perception
LO7
SelectiveExposure
SelectiveDistortion
SelectiveRetention
Consumer notices certain stimuliand ignores others
Consumer changes or distortsinformation that conflicts
with feelings or beliefs
Consumer remembers onlythat information that
supports personal beliefs
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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 10
Marketing Implications
of Perception
LO7
Important attributes
Price
Brand names
Quality and reliability
Threshold level of perception
Product or repositioning changes
Foreign consumer perception
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Take a breakand refresh your mind andbody
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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 12
LO1
What Is Business Marketing?
The marketing of goods
and services to individuals
and organizations for
purposes other than
personal consumption.
Business
Marketing
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Relationship Marketing
more important in B2B!
Keiretsu
Strategic Alliances
Sales rep role is key
Trust
Customer loyalty
Ongoing partnershipsprovide more
business opportunities& greater profit
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Answer groups assigned question
you have 15 minutes
Ethels Chocolate Boutique
case