Influences on the consumer purchase decision process

1. Marketing mix influences • Product • Price • Promotion • Place Influences on the consumer purchase decision process • Socio-cultural • Influences • Personal • Influence • Reference Groups • Family • Social Class • Culture & • Subculture • Psychological • Influences • Motivation & • Personality • Perception • Learning • Values, Beliefs & • Attitudes • Lifestyle • Consumer purchase • decision process • Problem Recognition • Information Search • Alternative Evaluation • Purchase Decision • Post-purchase Evaluation • Situational influences • Purchase Task • Social Surroundings • Physical Surroundings • Temporal Effects • Antecedent States

2. Purchase Decision Process Problem Recognition: Perceiving A Need Evaluation Of Alternatives: Assessing Value Postpurchase Behavior: Value in Consumption Or Use Information Search: Seeking Value Purchase Decision: Buying Value

3. Abraham MaslowHierarchy of Needs Pyramid (5) Self Actualization (4) Esteem Needs (3) Social Needs (2) Safety Needs (1) Physiological Needs

4. Selective perception filters Messages Selective Exposure Selective Comprehension Selective Retention

5. Consumer involvement, knowledge, and problem-solving variations Low Routine Problem Solving (e.g., milk and bread) Consumer Involvement Limited Problem Solving (e.g., small appliances) Extended Problem Solving (e.g., stocks and bonds) High High Consumer Knowledge Low

6. Comparison of problem-solving variations

7. Ownership of consumer electronics among African-Americans, Hispanics and Asian Americans

8. Roles of family members in the purchase process for crayons

9. VALS 2 psychographic segments

10. Consumer Decision Making ModelsAttribute Analysis of Variance and Salience Properties • 1- Product Examples Product Attributes Computer Memory, Software, Price Hotel ? Mouthwash ? Lipstick ? • 2- Illustration: PC Brand Memory Graphics Software Price CapacityCapacityDiversity A 10 8 6 4 B 8 9 8 3 C 6 8 10 5 D 4 3 7 8

11. 3- Decision Models 1: Ideal Brand Model 2: Constrained Brand Model 3: Conjunctive Model Minimum attribute levels screen out competition brands to yield reduced set. Ex. PC Brands equals or exceeds (7,6,7,2) 4: Disjunctive Model Brand must exceed minimum levels on only one or a few attributes. Ex. PC brand where memory>8; graphics>8 5: Lexicographic Model Brands are compared as to the most important attribute in a hierarchal manner. 4- Planning, Policy Options 1: Real Reposition 2: Psychological Reposition 3: Competitive Reposition 4: Salience Reposition 5: Position Neglected Attributes

12. Product Attribute ModelsIllustration A(a) = (.4)10+(.3)8+(.2)6+(.1)4 = 8.0 (b) = (.4)8 + (.3)9+(.2)8+(.1)4 = 7.8 (c) = (.4)6 + (.3)8+(.2)10+(.1)5=7.3 (d) = (.4)4 + (.3)3+(.2)7+(.1)8 = 4.7

13. Constrained Brand ModelEx.: (6,10,10,5) D(a) = .4[10-6] +.3[8-10] +.2[6-10] +.1[4-5] = 3.1 D(b) = .4[8-6] +.3[9-10] +.2[8-10] +.1[3-5] = 1.7 D( c) = .4[6-6] +.3[8-10] +.2[10-10] +.1[5-5] = 0.6 D(d) = .4[4-6] +.3[3-10] +.2[7-10] +.1[8-5] = 3.8

14. Buying Behavior and Marketing Strategies • 1- Buying Behavior: Cognitive Input and Brand Dimensions Brand DifferencesCognitive Involvement HighLow Significant I-Complex IV-Variety Selling Buying Behavior Buying Behavior Insignificant II-Dissonance III-Habitual Buying Reducing Buying Behavior Behavior

15. 2 - Schematic