consumer behavior f2f1 pdf

8/12/2019 Consumer Behavior F2F1 PDF

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Consumer Behavior:Meeting Changes and

Challenges

CHAPTER

ONE


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Consumer Behavior

The behavior that consumers display in

searching for, purchasing, using, evaluating,

and disposing of products and services that

they expect will satisfy their needs.

Copyright 2010 Pearson Education, Inc.publishing as Prentice Hall

2Chapter One Slide
http://www.google.com/prdhp?hl=en&tab=wf


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Two Consumer Entities


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Personal Consumer

The individual whobuys goods andservices for his or herown use, forhousehold use, forthe use of a familymember, or for afriend.

OrganizationalConsumer

A business,government agency,or other institution(profit or nonprofit)that buys the goods,services, and/orequipment necessaryfor the organization tofunction.

Chapter One Slide


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Development of the

Marketing Concept


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ProductionOrientation

SalesOrientation

MarketingConcept

Chapter One Slide


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Customer Value, Satisfaction, Trust,

and Retention

Copyright 2010 Pearson Education, Inc.publishing as Prentice Hall 5

Successful Relationships

Customer

value

High levelof

customersatisfaction

Strongsense of

customertrust

Customer

retention

Chapter One Slide


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Impact of Digital Technologies

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 6

Marketers

More products and

services throughcustomization

Instantaneous exchanges

Collect and analyze data

Consumers

Power

Information

Computers, phones, PDA,GPS, smart TV

Chapter One Slide


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The Mobile Consumer

Wireless MediaMessages willexpand as:

Flat-rate datatraffic increases

Screen imagequality is enhanced

Consumer-user

experiences withweb applicationsimprove

Copyright 2010 Pearson Education, Inc.publishing as Prentice Hall 7Chapter One Slide

Penetration of Internet Usage Among Mobile

Subscribers in 16 Countries - FIGURE 1.3
http://www.marketingcharts.com/


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Consumer Motivation

CHAPTER

FOUR


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Motivation as a Psychological Force

Motivationis thedriving force withinindividuals that impels

them to action. Needs are the essence

of the marketingconcept. Marketers donot create needs butcan make consumersaware of needs.

9Copyright 2010 Pearson Education, Inc. Chapter Four Slide


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Model of the Motivation Process

Figure 4.2



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Goals

The sought-after results of motivated behavior

Generic goals are general categories of goals

that consumers see as a way to fulfill their

needs

Product-specific goals are specifically branded

products or services that consumers select as

their goals



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Arousal of Motives

Physiological arousal

Emotional arousal

Cognitive arousal Environmental arousal



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Maslows Hierarchy of Needs

Figure 4.10

http://www.maslow.com/


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A Trio of Needs

Power

individuals desire to control environment

Affiliation

need for friendship, acceptance, and belonging

Achievement

need for personal accomplishment

closely related to egoistic and self-actualization

needs



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Personality and

Consumer Behavior

CHAPTER

FIVE


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Personality and

The Nature of Personality

The inner psychological characteristics that

both determine and reflect how a person

responds to his or her environment

The Nature of Personality:

Personality reflects individual differences

Personality is consistent and enduring

Personality can change

16Copyright 2010 Pearson Education, Inc. Chapter Five Slide
http://similarminds.com/personality_tests.html


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Discussion Questions

How wouldyou describeyour

personality?

How does itinfluence

productsthat youpurchase?



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Theories of Personality

Freudian theory

Unconscious needs or drives are at the heart ofhuman motivation

Neo-Freudian personality theory Social relationships are fundamental to the

formation and development of personality

Trait theory

Quantitative approach to personality as a set ofpsychological traits



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Freudian Theory

Id Warehouse of primitive or

instinctual needs for whichindividual seeks immediatesatisfaction

Superego Individuals internal

expression of societysmoral and ethical codes ofconduct

Ego Individuals conscious control

that balances the demands ofthe id and superego

Copyright 2010 Pearson Education, Inc.19

Chapter Five Slide
http://www.freudfile.org/


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Neo-Freudian Personality Theory

Social relationships are fundamental to personality

Alfred Adler: Style of life

Feelings of inferiority

Harry Stack Sullivan We establish relationships with others to reduce tensions

Karen Horneys three personality groups Compliant: move toward others

Aggressive: move against others Detached: move away from others

Copyright 2010 PearsonEducation, Inc.

20Chapter Five Slide


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Trait Theory

Focus on measurement of personality in termsof traits

Trait - any distinguishing, relatively enduring

way in which one individual differs fromanother

Personality is linked to broad product

categories and NOT specific brands



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Personality and Understanding

Consumer Behavior

Consumerinnovativeness

DogmatismSocial

character

Need foruniqueness

Optimumstimulation

level

Sensationseeking

Variety-noveltyseeking



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Self and Self-Image

Consumers have avariety of enduringimages of themselves

These images areassociated withpersonality in that

individualsconsumption relatesto self-image



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Consumer Perception

CHAPTER

SIX


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Perception

The process by which an

individual selects,

organizes, and interprets

stimuli into a meaningful

and coherent picture of the

world


25Chapter Six Slide


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Perceptual Selection

Important Concepts


26Chapter Six Slide

SelectiveExposure

Consumersseek out

messageswhich:

Arepleasant

They cansympathize

Reassurethem ofgoodpurchases

SelectiveAttention

Heightenedawareness

when stimulimeet theirneeds

Consumerspreferdifferent

messagesand medium

PerceptualDefense

Screening outof stimuli

which arethreatening

PerceptualBlocking

Consumersavoid being

bombardedby:

Tuning out

TiVo


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Product Positioning

Establishing a specific image for a brand in the

consumers mind in relation to competing

brands

Conveys the product in terms of how it fulfills

a need

Successful positioning creates a distinctive,

positive brand image


27Chapter Six Slide


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Positioning of Services

Image is a key factor for services

Services often want a differentiated

positioning strategy to market several

versions of their service to different markets.

28Chapter Six SlideCopyright 2010 Pearson Education, Inc.


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Price/Quality Relationship

The perception of price as an indicator of

product quality (e.g., the higher the price,

the higher the perceived quality of the

product.)

Copyright 2010 Pearson Education, Inc. Chapter Six Slide29


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Perceived Risk

The degree of uncertainty perceived by the

consumer as to the consequences (outcome) of a

specific purchase decision

Types Functional Risk

Physical Risk

Financial Risk

Social Risk

Psychological Risk

Time Risk

30Copyright 2010 Pearson Education, Inc. Chapter Six Slide


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Consumer Learning

CHAPTER

SEVEN


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Learning

The process by which individuals acquire the

purchase and consumption knowledge and

experience that they apply to future related

behavior

Copyright 2010 Pearson Education, Inc. 32Chapter Seven Slide


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ClassicalConditioning

A behavioral learning theoryaccording to which a stimulus ispaired with another stimulus thatelicits a known response that servesto produce the same response whenused alone.

33Copyright 2010 Pearson Education, Inc. Chapter Seven Slide


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Instrumental (Operant)Conditioning

A behavioral theory of learning

based on a trial-and-errorprocess, with habits forced as theresult of positive experiences

(reinforcement) resulting fromcertain responses or behaviors.



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A Model of Instrumental Conditioning

Figure 7.9



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Reinforcement of Behavior

Positive

Positiveoutcome

Strengthen

likelihood

Negative

Negativeoutcome

Encourages

behavior



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Reinforcement of Behavior

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Extinction

A learned

response is nolonger reinforced

The link iseliminated

betweenstimulus andreward

Forgetting

The

reinforcement isforgotten



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Observational Learning(modeling or vicarious

learning)

A process by which individualslearn behavior by observing the

behavior of others and theconsequences of such behavior

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