Principles of Marketing BA 3365 Section 006 Consumer Behavior

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

2. 5 CONSUMER BEHAVIOR CHAPTER

3. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Outline the stages in the consumer decision process. • Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.

4. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Explain how psychological influences affect consumer behavior, particularly purchase decision processes. • Identify major sociocultural influences on consumer behavior and their effects on purchase decisions.

5. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.

6. CONSUMER BEHAVIOR • SAVVY AUTOMAKERS KNOW THEIR CUSTOM(H)ER • Consumer behavior

7. Purchase decision process CONSUMER PURCHASE DECISION PROCESS

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

9. CONSUMER PURCHASE DECISION PROCESS • Alternative Evaluation: Assessing Value • Evaluative criteria • Evoked set • Purchase Decision: Buying Value • Postpurchase Behavior: Value in Consumption or Use • Cognitive dissonance

10. CONSUMER PURCHASE DECISION PROCESS • Involvement and Problem-Solving Variations

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

12. CONSUMER PURCHASE DECISION PROCESS • Involvement and Problem-Solving Variations (cont) • Routine Problem Solving • Limited Problem Solving • Extended problem Solving • Involvement and Marketing Strategy • Situational Influences

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

14. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR • Motivation and Personality • Motivation • Personality • National character • Self-concept • Perception • Selective Perception • Subliminal perception • Perceived Risk

15. FIGURE 5-5Hierarchy of needs

16. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR • Learning • Behavioral Learning • Cognitive Learning • Brand Loyalty

17. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR • Values, Beliefs, and Attitudes • Attitude Formation • Attitude • Beliefs • Attitude Change • Lifestyle

18. VALSTM psychographic segments

19. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Personal Influence • Opinion Leadership • Word of Mouth • Reference Groups • Family Influence • Consumer Socialization • Family Life Cycle • Family Decision Making

20. FIGURE 5-7Modern family life cycle

21. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Social Class • Culture and Subculture • African-American Buying Patterns • Hispanic Buying Patterns • Asian Buying Patterns