ch 5
DESCRIPTION
maketingTRANSCRIPT
Chapter 5Final Consumers and Their Buying Behavior
McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
At the end of this presentation, you should be able to:
1. Describe how economic needs influence the buyer decision process.
2. Understand how psychological variables affect an individual’s buying behavior.
3. Understand how social influences affect an individual’s buying behavior.
4. Explain how characteristics of the purchase situation influence consumer behavior.
5. Explain the process by which consumers make buying decisions.
6. Understand important new terms.
5–2
Consumer Behavior for Marketing Strategy Planning (Exhibit 5-1)
5–3
Consumer Behavior and Marketing Strategy Planning (Exhibit 5-1)
CH 5: Final Consumers and
Their BuyingBehavior
Economic needs Psychological variables
Social influencesPurchaseSituation
Marketing mixes All other stimuliMarketing mixes All other stimuli
Consumer decision process
Person making decisions
Person does or does not purchase (response)
CH 6: Business and Organizational
Customers and TheirBuying Behavior
Final Consumers
5–4
A Model of Influences on Consumer Behavior (Exhibit 5-2)
Person making decision
Economic needs• Economy of purchase• Convenience• Efficiency in use• Dependability• Income
Psychological variables• Motivation• Perception• Learning• Attitude• Trust• Lifestyle
Social influence• Family• Social class•Reference groups• Culture• Ethnic groups
Purchasesituation• Purchase reason• Time• Surroundings
Consumer decision process
Person does or does not purchase (response)
Marketing mixes All other stimuli
5–5
Economic Needs Affect Many Buying Decisions—But They’re Not the Whole Story
Courtesy of The Procter & Gamble Company. 5–6
Psychological Influences within an Individual
WantsWants
NeedsNeeds
DrivesDrives
Consumers seek benefits to match needs and wants!
5–7
Possible Needs Motivating a Person to Some Action (Exhibit 5-3)
5–8
The PSSP Hierarchy of Needs (Exhibit 5-4)
Physiological Needs
Safety Needs
Social Needs
PersonalNeeds
5–9
Checking Your Knowledge
Ads for Haynes Jeep-Chrysler feature the slogan, “Come to Haynes, where the fun begins.” This is an appeal to the consumer’s:
A. physiological need.
B. safety need.
C. personal need.
D. social need.
E. information need.
5–10
A New Role for Yogurt
5–11
Interactive Exercise: Needs
5–12
Perception Determines What Consumers See and Feel
Selective ExposureSelective Exposure
Selective PerceptionSelective
PerceptionSelective RetentionSelective Retention
5–13
Checking Your Knowledge
Pat purchased a Ford Taurus, but traded it for another brand before it was out of warranty because it constantly needed repairs. Now, every time Pat sees an ad that mentions the quality of Ford’s new vehicles all she can think about is the problems she had with her Taurus. This an example of:
A. need-based thinking.
B. selective retention.
C. selective exposure.
D. selective perception.
E. psychographics.5–14
The Learning Process (Exhibit 5-5)
DriveDrive
CuesCues
ResponseResponse
Reinforcement
5–15
Attitudes Relate to Buying
Attitude: A Point of View
Belief: An Opinion
Changing Negative Attitudes
Key IssuesKey IssuesBuilding
Consumer Trust
Meeting Expectations Is Important
“Green” attitudes and
beliefs
Ethical Issues May Arise
5–16
Psychographics Focuson Activities, Interests, and Opinions
InterestsInterests
ActivitiesActivities
OpinionsOpinions
5–17
Lifestyle Dimensions (and some related demographic dimensions) (Exhibit 5-6)
5–18
Family Life Cycle Influences Needs(Exhibit 5-7)
5–19
Family Life Cycle5-20
5–20
Interactive Exercise: Family Life Cycle5-21
5–21
Social Influences Affect Consumer Behavior
Courtesy of The Procter & Gamble Company. 5–22
Simple Approaches for Measuring Social Class in the U.S
OccupationOccupation EducationEducation Type of HousingType of Housing
Location of Housing
Location of Housing
Income Is Not the Main Determinant!5–23
Other Social Influences
Reference GroupsReference Groups
Opinion LeadersOpinion Leaders
CultureCulture
5–24
Checking Your Knowledge
Anime, the cartoon-like Japanese art form, has generated significant interest among Generation Y consumers in the U.S. Anime conventions occur frequently and the largest ones draw more than 20,000 attendees. Anime fans, many in costume, come to these conventions to shop, participate in anime workshops, and to simply hang out with people with similar interests. Promotion of these conventions capitalizes mainly on:A. learning.B. psychological needs.C. selective processes.D. reference group influences.E. culture. 5–25
Individuals Are Affected by the Purchase Situation
Purchase Reason
Purchase Reason
Time Available
Time Available
Physical Surroundings
Physical Surroundings
5–26
An Expanded Model of Consumer Behavior (Exhibit 5-8)
Economic needsEconomic needsPsychological
variablesSocial influences
Purchasesituation
Consumer decision process
Needawareness
Problem solving• Information search• Identify alternatives • Set criteria• Evaluate alternatives
Experienceafter thepurchase
Postpone decision
Purchasedecision
Routinized response
Marketing mixes All other stimuli
Feedback based on experience
5–27
Problem Solving Continuum (Exhibit 5-10)
Routinized Response Behavior
Routinized Response Behavior
Low involvementFrequently purchasedInexpensiveLittle riskLittle information needed
Limited Problem Solving
Limited Problem Solving
Extensive Problem Solving
Extensive Problem Solving
High involvementInfrequently purchased
Expensive High risk
Much information desired
Low involvement High involvement
5–28
Limited or Extensive Problem Solving?
Courtesy of The Procter & Gamble Company. 5–29
Adoption Process Steps
AwarenessAwareness
InterestInterest
EvaluationEvaluation
TrialTrial
DecisionDecision
ConfirmationConfirmation
Dissonance may set in after the decision!
Dissonance may set in after the decision!
5–30
Problem Solving
5–31
Checking Your Knowledge
Alice was a bit unsure about her decision after buying a new car. Her uneasiness was diminished after receiving a congratulatory note from the owner of the dealership. The note contained a coupon stating that her first scheduled maintenance on the vehicle would be free. These tactics are part of the dealer’s strategy to reduce:
A. dissonance.
B. low involvement purchasing.
C. routinized response behavior.
D. social influences.
E. information search.5–32
You should now be able to:
1. Describe how economic needs influence the buyer decision process.
2. Understand how psychological variables affect an individual’s buying behavior.
3. Understand how social influences affect an individual’s buying behavior.
4. Explain how characteristics of the purchase situation influence consumer behavior.
5. Explain the process by which consumers make buying decisions.
6. Understand important new terms.
5–33
Key Terms
Economic buyers
Economic needs
Discretionary income
Needs
Wants
Drive
Physiological needs
Safety needs
Social needs
Personal needs
Perception
Selective exposure
Selective perception
Selective retention
Learning
Cues
Response
Reinforcement
Attitude
Belief
5–34
Key Terms
Expectation
Trust
Psychographics
Lifestyle analysis
Empty nesters
Social class
Reference group
Opinion leader
Culture
Extensive problem solving
Limited problem solving
Routinized response behavior
Low-involvement purchases
Dissonance
Adoption process
5–35