Bài giảng Marketing - Chapter 6: Consumer behavior

consumer behaviorsixCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LEARNING OBJECTIVESLO 6-1 Articulate the steps in the consumer buying process.LO 6-2 Describe the difference between functional and psychological needs.LO 6-3 Describe factors that affect information search.LO 6-4 Discuss postpurchase outcomes.LO 6-5 List the factors that affect the consumer decision process.LO 6-6 Describe how involvement influences the consumer decision process.The Consumer Decision ProcessNeed RecognitionFunctional needsPsychological needsRoyalty-Free/CORBIS©Digital Vision/PunchStockThe Consumer Decision ProcessSearch for InformationCourtesy of Refinery29.com.Factors Affecting Consumers’ Search ProcessPerceivedBenefitsPerceivedCostsThe Locus of ControlInternal Locus of Control = more search activitiesExternal Locus of Control = Fate, external factorsRoyalty-Free/CORBIS©Comstock/JupiterImagesActual or Perceived RiskThe Consumer Decision ProcessEvaluation of Alternatives: Attribute SetsThe Consumer Decision ProcessEvaluation of Alternatives: Evaluate CriteriaWhat are some of the features of a vacation that would be in your evaluative criteria?Digital Vision/Getty ImagesThe Consumer Decision ProcessEvaluation of Alternatives: Consumer Decision RulesCheerios 10 8 6 8 8.2Post 8 9 8 3 7.1Kashi 6 8 10 5 7.2If the consumer makes a decision using a compensatory decision rule, which cereal will they choose?If the consumer makes a decision based only on Natural or Organic claims, which cereal will they choose?All photos: ©M. Hruby.The Consumer Decision ProcessPurchase and ConsumptionHandout/MCT/Newscom.Post-purchase:Name the five stages in the consumer decision process.What is the difference between a need and a want?Distinguish between functional and psychological needs.What are the various types of perceived risk?What are the differences between compensatory and noncompensatory decision rules?Factors Influencingthe Consumer Decision ProcessProductPricePlacePromotionMarketing mixMotivesAttitudesPerceptionsLearningLifestylePsychological factorsPurchase situationShopping situationTemporal stateSituational factorsFamilyReference groupsCultureSocial factorsConsumerDecisionProcessPsychological Factors: MotivesCourtesy Taco BellPsychological Factors: Attitude©K RousonelosPsychological Factors: Learning and LifestyleRoyalty-Free/CORBISSocial Factors: Family©Stockbroker/Purestock/SuperStock.Social Factors: Reference GroupsSocial Factors: CultureSituational FactorsCourtesy Murphy O’Brien Public Relations/Santa Monica, CAWhat are some examples of specific needs suggested by Maslow’s Hierarchy of Needs?Which social factors likely have the most influence on (a) the purchase of a new outfit for a job interview and (b) the choice of a college to attend? List some of the tactics stores can use to influence consumers’ decision processes.Involvement and Consumer Buying DecisionsHigh involvementLow involvementMessage (e.g., Ad)• Greater attention• Deeper processing• Less attention• Peripheral processingDevelopsstrong attitudesand purchaseintentionsGenerates weakattitudes andincreased useof cuesTypes of Buying DecisionsExtended Problem SolvingLimited Problem SolvingImpulse BuyingHabitual Decision MakingCourtesy Wendy’s International, Inc.How do low- versus high-involvement consumers process information in an advertisement?What is the difference between extended versus limited problem solving?An attitude is a person’s enduring evaluation of his or her feelings about and behavioral tendencies toward an object or idea.GlossaryConsumer decision rules are the set of criteria that consumers use consciously or subconsciously to quickly and efficiently select from among several alternatives.GlossaryDeterminant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.GlossaryEvaluative criteria consist of a set of salient, or important, attributes about a particular product.GlossaryA consumer’s evoked set comprises the alternative brands or stores that the consumer states he or she would consider when making a purchase decision.GlossaryExtended problem solving occurs during a purchase decision that calls for a lot of effort and time.GlossaryFunctional needs pertain to the performance of a product or service.GlossaryHabitual decision making describes a purchase decision process in which consumers engage little conscious effort.GlossaryImpulse buying is a buying decision made by customers on the spot when they see the merchandise.GlossaryInvolvement is the consumer’s degree of interest in the product or service.GlossaryLimited problem solving occurs during a purchase decision that calls for, at most, a moderate amount of effort and time.GlossaryPerception is the process by which we select, organize, and interpret information to form a meaningful picture of the world.GlossaryPsychological needs pertain to the personal gratification consumers associate with a product and/or service.GlossaryRetrieval sets are the brands or stores that can be readily brought forth from memory.GlossaryRitual consumption is a pattern of behaviors tied to life events that affect what and how we consume.GlossaryShopping goods/services are products or services for which consumers will spend time comparing alternatives. GlossarySituational factors are factors specific to the situation.GlossarySpecialty goods/services are products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers.GlossaryUniversal sets include all possible choices for a product category.Glossary