1 / 33

Understanding Consumer Purchase Process: Traditional Factors and Recent Trends

This chapter provides an overview of consumer buying behavior, discussing topics such as the factors affecting consumer buying, recent trends in consumer behavior, and the consumer decision-making process. It also examines the role of attitudes and values in information processing and the importance of cognitive mapping. Additionally, it explores the evaluation of alternatives, purchase decisions, and post-purchase evaluation. Finally, it delves into traditional factors affecting consumer purchasing behavior, such as demographics, cultural and social environments, and situational factors.

pegeen
Download Presentation

Understanding Consumer Purchase Process: Traditional Factors and Recent Trends

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Consumer purchase process Consumer buying environment Traditional factors affecting consumer buying Recent trends in consumer behavior Chapter Overview 3 Consumer Buying Behavior Discussion Slide

  2. Why are consumers willing to pay $2.00 for a cup of coffee? Who are Starbucks’ target markets? What is the marketing communication message Starbucks wants to convey? Why has Starbucks been successful? Starbucks 3 Discussion Slide

  3. Consumer Decision-Making Process

  4. Internal search Evoked set External search Information Search

  5. Factors Affecting Search: 1. Ability to search 2. Motivation Level of involvement Need for cognition Shopping enthusiasm 3. Perceived costs 4. Perceived benefits External Search

  6. Attitudes and Values Affect Information Processing

  7. Attitude • An Attitude is a mental position taken toward a topic, person or event that influences the holder’s feelings, perceptions, learning processes and subsequent behaviors.

  8. Attitude – 3 components • Affective – feelings/emotions • Cognitive – thinking/interpretations • Conative – intentions/actions

  9. Cognitive  Affective  Conative Affective  Conative  Cognitive Conative  Cognitive  Affective Attitude Sequence

  10. What emotion does this Pamper Wipes advertisement solicit? Which attitude sequence would be the most likely for this product? “Some things can be rough.” “Her wipe shouldn’t be one of them.”

  11. Values are strongly held beliefs about various topics or concepts. Personal Values Help Shape Attitudes

  12. Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom Personal Values

  13. Which personal values does this Aetna ad target?

  14. Elaboration Likelihood Model (ELM) Central route – cognitively process message Peripheral route – other cues (e.g., music, background, colors, actors, etc.) influence Hedonic, Experiential Model (HEM) Central route Peripheral route Route depends on Motivation Ability Information Processing

  15. Cognitive Map for Ruby Tuesday’s

  16. Reinforce a current linkage. Modify a current linkage. Create a new linkage. Processing of new information Cognitive map Click picture to play video. What linkage is Miracle Whip attempting to create or reinforce with this TV advertisement?

  17. Cognitive mapping enhances movement of messages from short-term memory to long-term memory. Most persuasive messages reinforce current linkages. Repetition is necessary to establish new linkages. Difficult to modify or create new linkages. Principles concerning processing of information and cognitive mapping.

  18. Evoked set method Evoked set Inept set Inert set Multiattribute approach Affect referral Evaluation of Alternatives

  19. Discussion Slide • How important is it for each of the following brands to be a part of a consumer’s evoked set? • Advil (pain medicine) • Head & Shoulders (shampoo) • Black & Decker (power tools) • C & H (sugar) • Smith & Kline (attorneys) • Hall’s (cough drops) • Blockbuster (video rentals) • Dr. Nelson (neurosurgeon) • Andersen Consulting Services • Pearle Vision (optical)

  20. May cause shifts from alternative chosen: Temporary change in consumer’s situation. Desire for variety. Impulse purchase. Marketing communication material. Influence of friend or relative. Purchase Decisions

  21. Discussion Slide • How likely is each of the following marketing material to alter your purchase decision for food items? • An advertisement • A coupon • A sweepstake or contest offer • A price-off offer • An in-store display • The food package • A in-store sample • A billboard

  22. Evaluation of product performance. Cognitive dissonance. Impacts future purchases. Impacts word-of-mouth communications. Postpurchase Evaluation

  23. Traditional factors affecting consumer purchasing behaviors • Demographics (age, gender, income, etc.) • Heredity and home environment • Family life cycle • Life changing events • Cultural environment • Social environment • Situational environment

  24. Discussion Slide What makes this advertisement appealing to teenagers? Is it an effective ad design?

  25. Family Life Cycle • Single • Newlyweds • First families • Divorce and mixed families • Full nest • Empty nest • Remaining partner

  26. An advertisement directed to first families and the arrival of a new baby.

  27. Discussion Slide Who is the target of this State Farm advertisement? Is it an effective advertisement? Is there a difference between men and women in how this advertisement is viewed? Click image to enlarge.

  28. Common Reasons Purchases Are Made • Products/services provide utility • To satisfy physical needs • To satisfy psychological needs • To satisfy social needs • To satisfy emotional needs • To satisfy epistemic needs

  29. VALS Segments Actualizers High Resources Principle-oriented Action-oriented Status-oriented Fulfilleds Achievers Experiencers Believers Strivers Makers Strugglers Low Resources VALS Segment Profiles http://www.sric-bi.com/VALS/

  30. Recent Trends AffectingConsumer Buying Behavior • Changes in cultural values and attitudes • Time pressure and busy lifestyle • Cocooning • Indulgences and pleasure binges • Desire for excitement, fantasy • Emphasis on health • Clanning

  31. Seven Excuses for Not Eating Better How do the following excuses for not eating better, more healthful meals relate to the consumer trends just presented? • Eating right costs too much. • I can’t fit in the recommended 5 daily servings of fruits and vegetables. • I don’t have time to eat right. • My sweet tooth rules, so I can’t eat well. • I enjoy (or depend on) fast food too much to eat right. • It doesn’t matter because I take a vitamin pill. • I eat too much to ever be able to eat right. Source: “Seven Excuses for not Eating Better,” Tufts University Health & Nutrition Letter, Dec. 1998, Vol. 16, No. 10, p. 8.

  32. STOP INTEGRATED LEARNING EXPERIENCE Marketing to specific demographic and international groups • Asian Consumer Marketing • Http://www.apmforum.com/emerald/asian-consumer-marketing.htm • Women • Http://www.women.com • Senior citizens • Http://online96.com/seniors • Lesbian and gay community • Http://www.planetout.com • Hispanics • http://www.hispaniconline.com/ • African-Americans • Http://www.targetmarketnews.com

  33. Building Your IMC Campaign • Describe the typical consumer decision process. • Describe the typical attitude sequence. • Think about the cognitive map. • Investigate factors most likely to influence purchase decisions. • How does the product fit into recent consumer trends?

More Related