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MARKETING BEGINS WITH MARKETING BEGINS WITH CUSTOMERSCUSTOMERS
6.16.1 Understanding Consumer Behavior6.26.2 What Motivates Buyers?6.36.3 Types Of Decision-Making
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UNDERSTANDING UNDERSTANDING CONSUMER BEHAVIORCONSUMER BEHAVIORGOALSGOALS for Lesson 6.1Describe the importance of
understanding consumer behavior.Demonstrate and understanding of
consumer wants and needs.
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Consumer BehaviorConsumer Behavior
Final consumersBusiness consumers
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Consumers’ Wants Consumers’ Wants and Needsand NeedsA wantwant is an unfulfilled desire.A needneed is anything you require to live.
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Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs
Esteem (respect and recognition)
Social (friends, love, belonging)
Security (physical safety and economic security)
Physiological (food, sleep, water, shelter, air)
Self-Actualization (to realize your potential)
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WHAT MOTIVATES WHAT MOTIVATES BUYERS?BUYERS?GOALSGOALS for Lesson 6.2Distinguish between different buying
motives.Describe the five steps of the consumer
decision-making process.
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Buying MotivesBuying Motives
Emotional motivesRational motivesPatronage motives
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The The Decision-Decision-Making Making ProcessProcess
Problem Recognition
Problem Recognition
Information Search
Information Search
Alternative Evaluation
Alternative Evaluation
PurchasePurchase
Postpurchase Evaluation
Postpurchase Evaluation
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TYPES OF DECISION-TYPES OF DECISION-MAKINGMAKINGGOALSGOALS for Lesson 6.3Describe the influences on the
consumer decision-making process.Explain how consumers and
businesses use routine, limited, and extensive decision-making.
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Influences on the Consumer Influences on the Consumer Decision-Making ProcessDecision-Making ProcessPersonalitySocial classCultural environmentReference groups
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Types of Decision-Types of Decision-MakingMakingRoutine decision-makingLimited decision-makingExtensive decision-making
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Marketers’ ResponseMarketers’ Response
If the consumer considers alternativesIf the consumer is brand-loyal