Dr. Hurrem Yilmaz Slide 5-2 CONSUMER BEHAVIOR CHAPTER 4
Dec 21, 2015
Dr. Hurrem Yilmaz Slide 5-2
CONSUMER BEHAVIOR
CHAPTER
4
Dr. Hurrem Yilmaz
CONSUMER PURCHASEDECISION PROCESS
Slide 5-10
• Purchase Decision Process• Problem Recognition:
Perceiving a Need
Dr. Hurrem Yilmaz Slide 5-11
Purchase decision process
Dr. Hurrem Yilmaz
CONSUMER PURCHASEDECISION PROCESS
Slide 5-12
• Information Search: Seeking Value
Internal Search
External Search
• Personal Sources
• Public Sources
• Market-Dominated Sources
Dr. Hurrem Yilmaz Slide 5-13
Consumer Report’s evaluation of portable compact disc players (abridged)
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
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
Dr. Hurrem Yilmaz Slide 5-18
Consumer involvement, knowledge, and problem-solving variations
Dr. Hurrem Yilmaz Slide 5-19
Influences on the consumer purchase decision process
Dr. Hurrem Yilmaz
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-22
• Motivation and Personality
Motivation Personality
• Self-Concept
Dr. Hurrem Yilmaz Slide 5-23
Hierarchy of needs
Dr. Hurrem Yilmaz
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-24
• Perception
Selective Perception
Dr. Hurrem Yilmaz Slide 5-27
Fresh Step Crystals (Clorox)
Why the Good Housekeeping
Seal?
Dr. Hurrem Yilmaz Slide 5-28
Velocity Ad (Mary Kay)Why the free
sample?
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
Dr. Hurrem Yilmaz
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-31
• Values, Beliefs, and Attitudes
Attitude Formation
• Attitude
• Beliefs
Attitude Change
Dr. Hurrem Yilmaz Slide 5-32
Colgate AdHow can
marketers change
attitudes?
Dr. Hurrem Yilmaz Slide 5-33
Bayer AdHow can
marketers change
attitudes?
Dr. Hurrem Yilmaz
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-34
• Lifestyle
Psychographics
VALS™
http://www.sric-bi.com/VALS/presurvey.shtml
Dr. Hurrem Yilmaz
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-39
• Personal Influence Opinion Leaders
• Reference Groups Word of Mouth
Dr. Hurrem Yilmaz Slide 5-41
Anna Kournikova for Omega
Why use a celebrity spokesperson?
Dr. Hurrem Yilmaz
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
Dr. Hurrem Yilmaz Slide 5-45
Haggar Clothing AdWhat role do family members have in the
purchase of men’s clothing?
Dr. Hurrem Yilmaz Slide 5-48
BonneBell Cosmetics Ad
A print ad targeting African-American women
Dr. Hurrem Yilmaz Slide 5-53
Mountain Dew AdA print ad targeting young Hispanic men
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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