1 / 7

Marketing Begins with Customers

Marketing Begins with Customers. Chapter 6. Understanding Consumer Behavior. Study of consumers and how they make decisions Final Consumers Buy a product or service for personal use Business Consumers Buys goods and services to produce and market other goods for resale

sydnee-gilliam
Download Presentation

Marketing Begins with Customers

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. Marketing Begins with Customers Chapter 6

  2. Understanding Consumer Behavior • Study of consumers and how they make decisions • Final Consumers • Buy a product or service for personal use • Business Consumers • Buys goods and services to produce and market other goods for resale • Paper factory buys lumber, water, etc to produce paper and sells to a factory who make a final product

  3. Hierarchy of Needs • Physiological – food, sleep, water, shelter, air • Security – physical safety and economic security • Social – friends, love, belonging • Esteem – respect and recognition • Self-Actualization – to realize your potential

  4. 6.2 – What Motivates Buyers? • Buying motives – reasons that you buy • Emotional motives – based on feelings, beliefs, or attitudes • Rational Motives – reasons to buy based on facts or logic • Patronage Motives – based on loyalty (particular business or brand)

  5. Buying Behavior • The decisions processes and actions of consumers as they buy services and products • Consumer Decision-Making Process • Problem Recognition – need or desire for a product • Information Search – where available, price, alternatives • Evaluation of Alternatives – which is best, which fits the needs, which fits price range • Purchase • Postpurchase Evaluation – satisfaction, dissatisfaction – may choose different next time, may take longer to get through the process

  6. 6.3 Types of Decision Making • Influences on Consumer Decision-Making Process • Personality – individual preferences • Social Class – lifestyle, values, and beliefs that are common to a group of people • Cultural Environment – set of beliefs or attitudes that are passed on from generation to generation • Reference Groups – groups or organizations from which you take your values and attitudes

  7. Types of Decision Making • Routine • Frequent purchases that do not require much thought • Familiar with the product and usually goes with the same brand • Limited Decision-Making • Most of the time a more expensive item that is purchase less frequently, takes more time to decide • Extensive Decision-Making • When purchaser methodically goes through all 5 steps • Decision is not made lightly and much time and effort goes into it

More Related