Chapter 6 Consumer Decision Making

6Consumer Decision MakingDr. Close

Importance of Consumer BehaviorWhy study consumer behavior?Complex: personality is a poor predictor of purchasing.Purchasing agent is variable (no longer wife, husband, etc)May have + attitude without intent to buy (I like Jennifer Anniston v.s. I plan to see Annistons new movie; Mercedes)Routine or involved decisions

An Involved Choice?Time (convenience stores a good value vs grocery?)

3. Atmospherics (how stores makes you feel)What are some of the other things that makes you purchase a particular product? 2. Reason for purchase (gift vs personal use; restaurant choice)

Previous experience, interest, risk, social visibility and purchase situation Purchase situation includes:

Purchase Situation by Gender

Decision Making ProcessNeed recognition (vs want)Information search (internal/external)Evaluation of alternatives (evoked set)Purchase (or not)Post purchase behavior (cognitive dissonance)

Cognitive DissonanceDissonanceBuyers remorseEx: Neiman Marcus, United Airlines, and what else??

Other InfluencesSocial factors (reference groups, opinion leaders, family)Cultural factors (values, subcultures, class)Individual factors (demographics, psychographics)Psychological factors (perception, motivation, learning, and beliefs)

Social FactorsReference groupsThose you look to for guidance. What are some reference groups that you can think of??Marketers: opinion leaders, influence others, usually type of productMost influential for visible products (car vs mattress function)

Cultural InfluencesSubcultures and valuesSocial Class is defined as people with the same status in a society.It is NOT simply a function of incomeFactors U.S.: usually measuredOccupationEducationHousingU.S. is fluid (change)People over rank themselves

Individual InfluencesBetty Crocker pictures change as consumer attitudes and lifestyles also change. Demographic change Change in lifestyles and attitudes

Oil of Olay AdsAfterBeforePeople did not see the positive association between oil and beauty. As such, the second logo for Olay was changed and oil was taken out.

Psychological InfluencesPerceptionGathering & interpreting of information from the world around us.The process involves:Selective exposureSeek what interests us, ignore othersEx: political information and what else??Selective distortionScreen/modify ideas we disagree withEx: power of suggestion, Bugs Bunny, and what else??Selective retentionRemember what you wantEx: forget homework, photo memory

Selective Distortion

Hierarchy of NeedsPhysiologicalSafetySocialLove, friendship, status, esteemInteraction with others (Club Med)PersonalNeed for personal satisfactionAny examples??

Safety Ad Appeal

XBOX 360: Address what needs?

SummaryWhy study consumer behavior?Involvement factorsSocial, cultural, individual, psychologicalHierarchy of needsAny questions?

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