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Dr. Hurrem Yilmaz Slide 5-2
CONSUMER BEHAVIOR
CHAPTER
4
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Dr. Hurrem Yilmaz
CONSUMER PURCHASEDECISION PROCESS
Slide 5-10
• Purchase Decision Process• Problem Recognition:
Perceiving a Need
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Dr. Hurrem Yilmaz Slide 5-11
Purchase decision process
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Dr. Hurrem Yilmaz
CONSUMER PURCHASEDECISION PROCESS
Slide 5-12
• Information Search: Seeking Value
Internal Search
External Search
• Personal Sources
• Public Sources
• Market-Dominated Sources
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Dr. Hurrem Yilmaz Slide 5-13
Consumer Report’s evaluation of portable compact disc players (abridged)
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Dr. Hurrem Yilmaz
CONSUMER PURCHASEDECISION PROCESS
Slide 5-14
• Alternative Evaluation: Assessing Value
Evaluative Criteria
Evoked Set
• Purchase Decision: Buying Value
• Postpurchase Behavior:Value in Consumption or Use
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Dr. Hurrem Yilmaz
CONSUMER PURCHASEDECISION PROCESS
Slide 5-16
Routine Problem Solving
Limited Problem Solving
• Involvement and Problem-Solving Variations
Involvement
Extended Problem Solving
• Situational Influences
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Dr. Hurrem Yilmaz Slide 5-18
Consumer involvement, knowledge, and problem-solving variations
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Dr. Hurrem Yilmaz Slide 5-19
Influences on the consumer purchase decision process
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Dr. Hurrem Yilmaz
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-22
• Motivation and Personality
Motivation Personality
• Self-Concept
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Dr. Hurrem Yilmaz Slide 5-23
Hierarchy of needs
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Dr. Hurrem Yilmaz
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-24
• Perception
Selective Perception
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Dr. Hurrem Yilmaz Slide 5-27
Fresh Step Crystals (Clorox)
Why the Good Housekeeping
Seal?
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Dr. Hurrem Yilmaz Slide 5-28
Velocity Ad (Mary Kay)Why the free
sample?
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Dr. Hurrem Yilmaz
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-29
• Learning
Behavioral Learning
• Drive
• Response
• Reinforcement
• Negative Reinforcement
• Stimulus Generalization
• Stimulus Discrimination
Cognitive Learning
Brand Loyalty
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Dr. Hurrem Yilmaz
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-31
• Values, Beliefs, and Attitudes
Attitude Formation
• Attitude
• Beliefs
Attitude Change
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Dr. Hurrem Yilmaz Slide 5-32
Colgate AdHow can
marketers change
attitudes?
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Dr. Hurrem Yilmaz Slide 5-33
Bayer AdHow can
marketers change
attitudes?
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Dr. Hurrem Yilmaz
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-34
• Lifestyle
Psychographics
VALS™
http://www.sric-bi.com/VALS/presurvey.shtml
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Dr. Hurrem Yilmaz
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-39
• Personal Influence Opinion Leaders
• Reference Groups Word of Mouth
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Dr. Hurrem Yilmaz Slide 5-41
Anna Kournikova for Omega
Why use a celebrity spokesperson?
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Dr. Hurrem Yilmaz
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Dr. Hurrem Yilmaz
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-43
• Family Influence
Consumer Socialization
Family Life Cycle
Family Decision Making• Culture and Subculture
Subcultures
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Dr. Hurrem Yilmaz Slide 5-45
Haggar Clothing AdWhat role do family members have in the
purchase of men’s clothing?
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Dr. Hurrem Yilmaz Slide 5-48
BonneBell Cosmetics Ad
A print ad targeting African-American women
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Dr. Hurrem Yilmaz Slide 5-53
Mountain Dew AdA print ad targeting young Hispanic men
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Dr. Hurrem Yilmaz Slide 5-78
Consumer behavior is the actions a person takes in purchasing and using products and services, including the
mental and social processes that come before and after these actions.
Consumer behavior is the actions a person takes in purchasing and using products and services, including the
mental and social processes that come before and after these actions.
Consumer Behavior
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Dr. Hurrem Yilmaz Slide 5-79
The stages a buyer passes throughin making choices about which
products and services to buy is the purchase decision process.
The stages a buyer passes throughin making choices about which
products and services to buy is the purchase decision process.
Purchase Decision Process
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Dr. Hurrem Yilmaz Slide 5-80
The level of involvement a consumer has in a particular purchase depends
on the personal, social, and economic consequences of that purchase
to the consumer.
The level of involvement a consumer has in a particular purchase depends
on the personal, social, and economic consequences of that purchase
to the consumer.
Involvement
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Dr. Hurrem Yilmaz Slide 5-81
Motivation is the energizing force that stimulates behavior to satisfy a need.
Motivation is the energizing force that stimulates behavior to satisfy a need.
Motivation
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Dr. Hurrem Yilmaz Slide 5-82
Personality refers to a person’s consistent behaviors or responses to
recurring situations.
Personality refers to a person’s consistent behaviors or responses to
recurring situations.
Personality
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Dr. Hurrem Yilmaz Slide 5-83
Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
Perception
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Dr. Hurrem Yilmaz Slide 5-84
Perceived risk represents the anxieties felt because the consumer cannot
anticipate the outcomes of a purchase but believes that there may be
negative consequences.
Perceived risk represents the anxieties felt because the consumer cannot
anticipate the outcomes of a purchase but believes that there may be
negative consequences.
Perceived Risk
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Dr. Hurrem Yilmaz Slide 5-85
Learning refers to those behaviors that result from (1) repeated experience
and (2) reasoning.
Learning refers to those behaviors that result from (1) repeated experience
and (2) reasoning.
Learning
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Dr. Hurrem Yilmaz Slide 5-86
Brand loyalty is a favorable attitude toward and consistent purchase of a
single brand over time.
Brand loyalty is a favorable attitude toward and consistent purchase of a
single brand over time.
Brand Loyalty
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Dr. Hurrem Yilmaz Slide 5-87
An attitude is a “learned predisposition to respond to an object or class of
objects in a consistently favorable or unfavorable way.”
An attitude is a “learned predisposition to respond to an object or class of
objects in a consistently favorable or unfavorable way.”
Attitude
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Dr. Hurrem Yilmaz Slide 5-88
Beliefs are one’s perception of howa product or brand performs on
different attributes.
Beliefs are one’s perception of howa product or brand performs on
different attributes.
Beliefs
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Dr. Hurrem Yilmaz Slide 5-89
Opinion leaders individuals who have social influence over others.
Opinion leaders individuals who have social influence over others.
Opinion Leaders
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Dr. Hurrem Yilmaz Slide 5-90
People influencing each otherduring conversations is called
word of mouth.
People influencing each otherduring conversations is called
word of mouth.
Word of Mouth
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Dr. Hurrem Yilmaz Slide 5-91
Reference groups are people to whom an individual looks as a basis forself-appraisal or as a source of
personal standards.
Reference groups are people to whom an individual looks as a basis forself-appraisal or as a source of
personal standards.
Reference Groups
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Dr. Hurrem Yilmaz Slide 5-92
The family life cycle concept describes the distinct phases that a family
progresses through from formation to retirement, each phase bringing with it
identifiable purchasing behaviors.
The family life cycle concept describes the distinct phases that a family
progresses through from formation to retirement, each phase bringing with it
identifiable purchasing behaviors.
Family Life Cycle
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Dr. Hurrem Yilmaz Slide 5-93
Subgroups within the larger, or national, culture with unique values, ideas,
and attitudes are referred toas subcultures.
Subgroups within the larger, or national, culture with unique values, ideas,
and attitudes are referred toas subcultures.
Subcultures