1 Consumer Behavior-6 Decision Making Process & More Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior-4 6. Creativity
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ConsumerBehavior-6
Decision Making Process & More
Danny AbramovichMarketing Plan Specialist
1. Management2. Marketing3. Research4. Segmentation5. Consumer Behavior-46. Creativity
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Course Schedule 4 Part 2
1. Management2. Marketing3. Research4. Segmentation5. Consumer Behavior6. Creativity
part3
part2
3
Course Main Topics
ManagementMarketingResearchSegmentationConsumer BehaviorCreativity
üüüü
4
Management
Marketing
Marketing Research
Market Segmentation
Consumer Behavior
5. Consumer Behavior4Methodology
© Danny Abramovich
5
5. CB 4 DefinitionConsumer
Behavior
How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.
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5. What Affects CB?
What Affects Consumer Behavior?
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process5.3 Consumer’s Culture (External Process)
5.4 Consumer Behavior Outcomes
üü
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5. What Affects CB?
Decision Making Process
Consumer Behavior Outcomes
Ø
Ú
Psychological CoreInternal Process
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.2 Decision Making Process
Decision Making Process
Ø
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.2 Decision Making ProcessResearchers begin to realize thatdecision-makers evaluate the effort required to make a particular choice, and only than he or she chooses a strategy best suited to the level of effort required!
Less rational when choosing art, music,or even a spouse!
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-process
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Problem recognition occurs when the consumer realizes a difference between his or her current state of affairs and some desired/ ideal state:
Çbecomes aware of a need!
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Ç seeks information on how to fulfill his needs!
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5.2 Decision Making Process
External Search
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Internal search
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Ind. ArticlesFriends(organic)
Non commercial
AdvertsSales PersonCommercial
Not personalPersonal
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Product knowledge
Am
ount
of s
earc
h
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
Çanalyzes the pro’s and con’s of most choices!
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
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5.2 Decision Making Process
Types of perceived risk when evaluating alternatives:ü Functionalü Financialü Physical-Safetyü Socialü Psychologicalü Time
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
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5.2 Decision Making Process
Inert Set - I am aware of the brandbut will not buy it.
Inept Set - I am aware of thebrand but will not consider buying it.
Evoked Set - Brands easily retrieved.
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
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5.2 Decision Making Process
Decision-making-processAll available Brands
Brand A Brand B Brand C Brand D Brand E
Brand F Brand G Brand H Brand I Brand J
Brand Brand L Brand M Brand N Brand O
Evoked Set of BrandsBrand B Brand E
Brand I
Brand M
Brand F
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All Brands
Known Brands
Unknown Brands
Unacceptable Brands
Overlooked Brands
Indifferent Brands
Acceptable Brands
Not Purchased Brands
Purchased Brands
Evoked Set J Inept Set K Inert Set L
5.2 Decision Making Process
Decision-making-processEvoked Set
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5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Problem recognition
Information Search
Evaluation of Alternatives
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Acceptable Brands
Not Purchased Brands
Purchased Brands
5.2 Decision Making Process
Decision-making-processEvoked Set & the Country of Origin
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5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Evoked Set J
Problem recognition
Information Search
Evaluation of Alternatives
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Ç chooses among the available options to satisfy his needs!
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-process
Choice
Problem Recognition
Search
Alternative Evaluation
Post acquisition evaluation
High-Involvement Decision
Low-InvolvementDecision
Extensive Search Limited Search
Extended alternative evaluation
Limited alternative evaluation
Complex Choice Simple Choice
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processMarket place §Market space
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processMarket place §Market spaceActors = customer & shoppers § web surfer
Cast = salespeople & shoppers § www.auctions
Setting = store-ambiance § e-music
Shoppers = Co-consumers = Social surroundings
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processMarket place §Market spaceSurroundings: social & physical § socialTemporal factors: time & mood § timeShopping Experience: loyalty cards, shop-in-shop, one-stop-shop, theme shopping: POP Stimuli: “5 senses & perceptions” (ref. 2.1)Sales Interactions: place-based media
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post Purchase Outcomes
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post Purchase Outcomes
Çcompares expectations with the actual experience for future consideration to fulfill his needs!
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Post Purchase Outcomes
Purchase Decision
Evaluation of Alternatives
Ethical Issue: NeuroMarketingUses medical equipment such as fMRI (functional Magnetic Resonance Imaging) to identify the combinationof words & images thatpush the “buy buttons”.
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-process
Post-perception of quality: got vs. expected!Cognitive dissonance (CD): as people havea need for consistency in their beliefs and behaviors, certain decisions may resultin psychological tension. This is called CD.Product disposal: environmentalism per culture.
Market place §Market space
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5.2 Decision Making Process
Decision-making-process
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5.2 Decision Making Process
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5. What Affects CB?
What Affects Consumer Behavior?
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process5.3 Consumer’s Culture (External Process)
5.4 Consumer Behavior Outcomes
üüüü
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5. What Affects CB?
Decision Making Process
Consumer Behavior Outcomes
Ø
Ú
Psychological CoreInternal Process
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.3 Consumer’s Culture
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.3 Consumer’s Culture
External Processesü Regional and Ethnic Influencesü Age, Gender, and Household Influencesü Reference Groups
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
External-process
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5.3 Consumer’s Culture
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5. What Affects CB?
What Affects Consumer Behavior?
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process5.3 Consumer’s Culture (External Process)
5.4 Consumer Behavior Outcomes.
üüüü üü
41
5. What Affects CB?
Decision Making Process
Consumer Behavior Outcomes
Ø
Ú
Psychological CoreInternal Process
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.4 Consumer Behavior Outcomes
Consumer Behavior Outcomes
Ú
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.4 CB Outcomes
ü CB Can Symbolize Who We Are.
ü CB Can Diffuse Throughout a Market.
ü CB Can Have Negative Chain Reactions.
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Consumer’s-behavior-outcomes
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5.4 Consumer Behavior Outcomes
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5. What Affects CB?
What Affects Consumer Behavior?
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process5.3 Consumer’s Culture (External Process)
5.4 Consumer Behavior Outcomes
üüüü üüüü
46
Course Main Topics
ManagementMarketingResearchSegmentationConsumer BehaviorCreativity
üüüü
ü
47
Management
Marketing
Marketing Research
Market Segmentation
Consumer Behavior
Creativity
6. Creativity 4 Methodology
© Danny Abramovich
48
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