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Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005
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Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

Dec 27, 2015

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Page 1: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

Principles of Marketing

BA 3365 Section 006

Consumer Behavior

Professor Andrei Strijnev

The University of Texas at Dallas

Fall 2005

Page 2: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

CONSUMER BEHAVIOR55

CHAPTER

Page 3: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Outline the stages in the consumer decision process.

• Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

Page 4: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Explain how psychological influences affect consumer behavior, particularly purchase decision processes.

• Identify major sociocultural influences on consumer behavior and their effects on purchase decisions.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

Page 5: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

Page 6: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

– SAVVY AUTOMAKERS KNOW THEIR CUSTOM(H)ER

• Consumer behavior

CONSUMER BEHAVIOR

Page 7: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

Purchase decision process

CONSUMER PURCHASE DECISION PROCESS

Page 8: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

FIGURE 5-2FIGURE 5-2 Consumer Reports’ evaluation of portable compact disc players (abridged)

Page 9: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Alternative Evaluation: Assessing Value

• Evaluative criteria• Evoked set

• Purchase Decision: Buying Value

• Postpurchase Behavior: Value in Consumption or Use

• Cognitive dissonance

CONSUMER PURCHASE DECISION PROCESS

Page 10: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Involvement and Problem-Solving Variations

CONSUMER PURCHASE DECISION PROCESS

Page 11: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

FIGURE 5-3FIGURE 5-3 Comparison of problem-solving variations

Page 12: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Involvement and Problem-Solving Variations (cont)– Routine Problem Solving– Limited Problem Solving– Extended problem Solving– Involvement and Marketing Strategy

• Situational Influences

CONSUMER PURCHASE DECISION PROCESS

Page 13: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

FIGURE 5-4FIGURE 5-4 Influences on the consumer purchase decision process

Page 14: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Motivation and Personality– Motivation– Personality

• National character• Self-concept

• Perception– Selective Perception– Subliminal perception– Perceived Risk

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Page 15: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

FIGURE FIGURE 5-55-5 Hierarchy of needs

Page 16: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Learning– Behavioral Learning– Cognitive Learning– Brand Loyalty

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Page 17: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Values, Beliefs, and Attitudes– Attitude Formation

• Attitude• Beliefs

– Attitude Change

• Lifestyle

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Page 18: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

VALSTM psychographic segments

Page 19: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Personal Influence– Opinion Leadership– Word of Mouth

• Reference Groups

• Family Influence– Consumer Socialization– Family Life Cycle– Family Decision Making

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

Page 20: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

FIGURE 5-7FIGURE 5-7 Modern family life cycle

Page 21: Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005.

• Social Class

• Culture and Subculture– African-American Buying Patterns– Hispanic Buying Patterns– Asian Buying Patterns

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR