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Gilbert A. Churchill, Jr. J. Paul Peter

Marketing. Chapter 6. Consumer Behavior. Gilbert A. Churchill, Jr. J. Paul Peter. Consumer Behavior. Slide 6-1. “The thoughts, feelings, and actions of consumers and the influences on them that determine changes.”

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Gilbert A. Churchill, Jr. J. Paul Peter

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  1. Marketing Chapter 6 Consumer Behavior Gilbert A. Churchill, Jr. J. Paul Peter

  2. Consumer Behavior Slide 6-1 • “The thoughts, feelings, and actions of consumers and the influences on them that determine changes.” • “The activities people engage in when selecting, seeking, purchasing, using, and disposing goods and services so as to satisfy needs and wants.”

  3. A Model of Consumer Buying Process Slide 6-2 Figure 6.1 SocialInfluences MarketingInfluences SituationalInfluences Consumer Buying Process Need/problemRecognition InformationSearch AlternativeEvaluation PurchaseDecision PostpurchaseEvaluation

  4. Slide 6-3 Maslow’s Hierarchy of Needs Figure 6.2 Needs Products Self-Actualization Needs: Self-Fulfillment Vacations, College CoursesCharitable Organizations Esteem Needs: Status, Respect, Self-esteem Prestige Brands Club MembershipsGreeting Cards Auxiliary Needs:Friendship and Belonging Safety Needs:Physical and Financial Security Locks, Insurance Flour, Green Beans,Water Supply Physiological Needs:Food, Water, Rest, Sex, Air

  5. Information Search Slide 6-4 Internal Experiential Group InformationSources Public Marketing

  6. Alternative Evaluation Slide 6-5 Attitudes Subjective Criteria Objective Criteria “Sporty Image”“Popular”“Great Stereo”“Rugged Image” “Four Wheel Drive”“Ability to Tow 10,000 lbs”“Compact Disc Player”“Seats Seven” AlternativeEvaluation

  7. Purchase Decision Slide 6-6 AlternativeEvaluation PurchaseDecision Purchase Later Not Purchase Purchase Now

  8. Postpurchase Evaluation Slide 6-7 Figure 6.4 How Value Perceptions Can Influence Postpurchase Behavior HighValue Long TermRelationship Satisfaction Loyalty LowValue NeedRecognition InformationSearch, etc. Dissatisfaction

  9. Types of Consumer Buying Decisions Slide 6-8 Routine (automatic) Decision Making (milk, toothpaste) (50%) Limited Decision Making (different candy) (38%) Extensive Decision Making (home, car) (12%) Less Involvement More Involvement

  10. Characteristics of Three Types of Consumer Decision Making Slide 6-9 Table 6.1 ConsumerInvolvementIn Purchase InformationSourcesConsulted ConsumerInvolvementIn Purchase Types ofDecision Characteristics ofConsideration Set Routine Low One of a few brands, sellers and product characteristics evaluated Internalsourcesused As littleas possible Limited Moderate Several brands, sellers and product characteristics evaluated Internaland someexternalsources Some timeinvested Extensive High Many brands, sellers and product characteristics evaluated Internaland manyexternalsources Much timeinvested

  11. Influences on Consumer Behavior:Social Influences Slide 6-10 Figure 6.5 Social Influences • Culture• Subculture• Social Class• Reference Groups• Family Situational Influences • Physical Surroundings• Social Surrounding• Time• Task• Momentary Conditions Marketing Influences • Product• Price• Placement• Promotion Consumer Buying Process

  12. Reference Groups Slide 6-11 Primary family, friends, neighbors Direct Secondary clubs, professional associations Reference Groups (influence behavior) Aspirational Chicago Bulls Indirect Nonaspirational Leather-jacket bikers

  13. The Family Life Cycle Slide 6-12 series of life stages defined by a combination of age, marital status, children Middle-aged divorced without children Young divorced without children Middle-aged married without children Middle-aged married without dependent children Middle-aged married with children* Young married without children* Young married with children* Young single* Older married* Older unmarried* Usual flow Recycled flow Traditional flow Middle-aged divorced without dependent children Middle-aged divorced with children Young divorced with children *

  14. Influences on Consumer Behavior:Marketing Influences Slide 6-13 Figure 6.5 Social Influences • Culture• Subculture• Social Class• Reference Groups• Family Situational Influences • Physical Surroundings• Social Surrounding• Time• Task• Momentary Conditions Marketing Influences • Product• Price• Placement• Promotion Consumer Buying Process

  15. Influences on Consumer Behavior:Situational Influences Slide 6-14 Figure 6.5 Social Influences • Culture• Subculture• Social Class• Reference Groups• Family Situational Influences • Physical Surroundings• Social Surrounding• Time• Task• Momentary Conditions Marketing Influences • Product• Price• Placement• Promotion Consumer Buying Process

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