Bài giảng Marketing - Chapter 5

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No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO 5-2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:LO 5-1Describe the stages in the consumer purchase decision process.Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.5-*LO 5-4LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:LO 5-3Identify major psychological influences on consumer behavior.Identify the major sociocultural influences on consumer behavior.5-*ENLIGHTENED CARMAKERS KNOWWHAT CUSTOM(H)ERS VALUEThe Senseof StylingThe Need for SpeedThe Substance of SafetyThe Shopping Experience5-*FIGURE 5-1 The purchase decision process consists of five stages5-*CONSUMER PURCHASE DECISION PROCESSPROBLEM RECOGNITIONLO 5-1Consumer BehaviorPurchase Decision Process5-*CONSUMER PURCHASE DECISION PROCESSINFORMATION SEARCHLO 5-1Internal SearchExternal SearchPersonal SourcesPublic SourcesMarketer-Dominated Sources5-*FIGURE 5-2 Consumer Reports’ evaluation of smartphonesNote: Alphabetical list (abridged) of smartphones for Verizon customers only; not in order of their Rankings 5-*CONSUMER PURCHASE DECISION PROCESSALTERNATIVE EVALUATIONLO 5-1Evaluative CriteriaConsideration Set5-*CONSUMER PURCHASE DECISION PROCESSPURCHASE DECISIONLO 5-1Decide When to BuyDecide from Whom to Buy5-*CONSUMER PURCHASE DECISION PROCESSPOSTPURCHASE BEHAVIORLO 5-1Satisfied CustomersTell 3 People Dissatisfied CustomersTell 9 PeopleCognitive DissonanceCustomer Satisfaction Studies5-*MARKETING MATTERSHow Much is a Satisfied Customer Worth?LO 5-1= $9945-*CONSUMER PURCHASE DECISION PROCESSCONSUMER INVOLVEMENT & PROBLEM SOLVINGLO 5-2InvolvementExtended Problem SolvingLimited Problem SolvingRoutine Problem Solving5-*FIGURE 5-3 Comparison of problem-solving variations: extended, limited, and routine 5-*CONSUMER PURCHASE DECISION PROCESSCONSUMER INVOLVEMENT & PROBLEM SOLVINGLO 5-2Low InvolvementMaintain Product QualityAvoid StockoutsReduce CognitiveDissonance with Ads High InvolvementUse Comparative AdsUse Personal Selling5-*CONSUMER PURCHASE DECISION PROCESSSITUATIONAL INFLUENCESLO 5-2Situational InfluencesPurchase TaskSocial SurroundingsPhysical Surroundings Temporal EffectsAntecedent States5-*FIGURE 5-4 Influences on the consumer purchase decision process from both internal and external sources 5-*PSYCHOLOGICAL INFLUENCES ONCONSUMER BEHAVIORMOTIVATIONLO 5-3MotivationPurchase TaskSocial SurroundingsPhysical Surroundings Temporal EffectsAntecedent StatesHierarchy of Needs5-*FIGURE 5-5 Hierarchy of needs Match.com5-*PSYCHOLOGICAL INFLUENCES ONCONSUMER BEHAVIORPERSONALITYLO 5-3PersonalityTraitsSelf-Concept5-*PSYCHOLOGICAL INFLUENCES ONCONSUMER BEHAVIORCONSUMER PERCEPTIONLO 5-3PerceptionSelective PerceptionSelective ExposureSelective ComprehensionSelective RetentionSubliminal Perception5-*MAKING RESPONSIBLE DECISIONSThe Ethics of Subliminal MessagesLO 5-35-*Strategies to Reduce Perceived RiskSecure EndorsementsProvide Free Trials/SamplesGive Extensive InstructionsProvide Warranties/GuaranteesObtain Seals of ApprovalPSYCHOLOGICAL INFLUENCES ONCONSUMER BEHAVIORCONSUMER PERCEPTIONLO 5-35-*Fresh Step and Velocity What strategy is used to reduce perceived risk?LO 5-35-*PSYCHOLOGICAL INFLUENCES ONCONSUMER BEHAVIORCONSUMER LEARNINGLO 5-3LearningCueResponseReinforcementBehavioral LearningDrive (Hunger)5-*PSYCHOLOGICAL INFLUENCES ONCONSUMER BEHAVIORCONSUMER LEARNINGLO 5-3Behavioral LearningStimulus DiscriminationStimulus GeneralizationCognitive LearningBrand Loyalty5-*PSYCHOLOGICAL INFLUENCES ONCONSUMER BEHAVIORCONSUMER VALUES, BELIEFS, AND ATTITUDESLO 5-3Attitude FormationValuesAttitudeBeliefs5-*PSYCHOLOGICAL INFLUENCES ONCONSUMER BEHAVIORCONSUMER VALUES, BELIEFS, AND ATTITUDESLO 5-3Attitude ChangeAdd New Product AttributesChange Perceived Importanceof AttributesChange Beliefs About a Brand’s Attributes5-*Colgate and Hellmann's  How did these ads change attitudes?LO 5-35-*PSYCHOLOGICAL INFLUENCES ONCONSUMER BEHAVIORCONSUMER LIFESTYLELO 5-3LifestylePsychographics5-*MARKETING INSITEIdentifying Your VALS ProfileLO 5-35-*FIGURE 5-A VALS™ identifies eight consumer segmentsINNOVATORSSophisticated,Change Leading,Active, Take ChargeTHINKERSInformation Seeking,Satisfied,ReflectiveBELIEVERSConservative,Conventional,TraditionalSTRIVERSTrendy, Approval,Seeking,DisenfranchisedACHIEVERSSuccessful, Career &Family Oriented,ModerateEXPERIENCERSRisk Seeking,Enthusiastic,ImpulsiveMAKERSHomegrown, SelfSufficient, Macho,Family OrientedSURVIVORSPassive,Risk Averse,Constrained5-*SOCIOCULTURAL INFLUENCES ONCONSUMER BEHAVIORPERSONAL INFLUENCELO 5-4Opinion LeadersWord of MouthBuzzDove Video5-*MARKETING MATTERSBzzAgent—The Buzz ExperienceLO 5-45-*SOCIOCULTURAL INFLUENCES ONCONSUMER BEHAVIORREFERENCE GROUPSLO 5-4Reference GroupsAssociative GroupAspiration GroupDissociative GroupBrand Community5-*SOCIOCULTURAL INFLUENCES ONCONSUMER BEHAVIORFAMILY INFLUENCELO 5-4Consumer SocializationFamily Life CycleTraditional Family5-*FIGURE 5-6 Modern family life cycle stages and flows 5-*SOCIOCULTURAL INFLUENCES ONCONSUMER BEHAVIORFAMILY INFLUENCELO 5-4Information GathererInfluencerDecision MakerPurchaserUserFamily Decision-MakingStylesSpouse-DominantJointFamily Member Roles5-*SOCIOCULTURAL INFLUENCES ONCONSUMER BEHAVIORSOCIAL CLASS INFLUENCELO 5-4Social ClassWorking/Lower ClassMiddle ClassUpper Class5-*SOCIOCULTURAL INFLUENCES ONCONSUMER BEHAVIORCULTURE AND SUBCULTURE INFLUENCESLO 5-4CultureHispanicBuyingPatternsSubculturesAfricanAmericanBuyingPatternsAsianAmericanBuyingPatternsNissan Ad5-*GROUPON: HELPING CONSUMERS WITHPURCHASE DECISIONSVIDEO CASE 55-*