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Consumer Behavior

Consumer Behavior. Without CB - I am Nothing!. Who Are Consumers?. People who buy products People who use products Example: Company selling a car to college-age students. External Influences Culture Social Class Reference Groups Family. Personal Influences Age Sex Family Status

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Consumer Behavior

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  1. Consumer Behavior Without CB - I am Nothing!

  2. Who Are Consumers? • People who buy products • People who use products • Example: Company selling a car to college-age students

  3. External Influences Culture Social Class Reference Groups Family Personal Influences Age Sex Family Status Occupation Psychological Influences Attitudes Perception Needs Major Influences on Consumers

  4. Culture • Complex of tangible items such as art, literature, clothing, music and intangibles such as law, values, customs that define a group of people and their way of life.

  5. Social Class • Position that you and you family occupy within society • Determined by: • income • occupation • wealth • family prestige • value of home

  6. Reference Groups • Collection of people that you use as a guide for behavior in specific situations. • 3 Functions • provide information • means of comparison • furnish guidance

  7. Reference Groups • Types of Reference Groups • Aspirational • Dissociative • Impact of Reference Groups • determines group norms • provides individuals with opinion leadership positions • increases psychosocial risks

  8. Family • 2 or more people living in a house related by blood, marriage, or adoption • Provides economic, financial and emotional support • Determines Lifestyle

  9. Age Gender Family Status Education Occupation Income Race and Ethnicity Personal Influences

  10. Psychological Influences • Perception • Needs • Learning

  11. Perception • The process by which an individual receives, selects, organizes and interprets information to create a meaningful picture of the world. • Individualized process where information is filtered and screened for interpretation

  12. Selective Perception Process • Selective Exposure • Selective Attention • Selective Comprehension • Selective Retention

  13. Selective Exposure • Consumers choose whether or not to make themselves available to information. • Example: change channels during a commercial

  14. Selective Attention • Consumer chooses to focus attention on certain stimuli while excluding others. • Example: average consumer exposed to 1,500 ads a day and receives only 76!

  15. Selective Comprehension • Consumers tend to interpret information in a manner that will support their own, attitudes, beliefs, motives, and experiences.

  16. Selective Retention • Final screening process. • Consumers do not remember all that they see, hear, or read even after attending and comprehending it.

  17. Types of Buying Decisions • Complex Decisions • Extensive problem solving • Limited Problem Solving • Programmed (Habitual) Decisions

  18. Cognitive Dissonance • Results after the product’s purchase • feeling of uneasiness that results when there is conflict between two or more behaviors or beliefs • trade-offs made in the buying process

  19. Reduction of Cognitive Dissonance • Deny or distort information obtained prior to the decision • seek confirming opinions from others • discredit the source of information • minimize the issue’s importance • or change your overall evaluation of the chosen alternative

  20. Satisfaction Dissatisfaction • Is the consumer’s perceived post-purchase evaluation of the purchase after consumption • Expectations • Simple Confirmation • Positive/negative disconfirmation

  21. Learning • The process through which a relatively permanent change in behavior results from the consequences of past behavior • brand loyalty • product failure

  22. Maslow’s Hierarchy of Needs • Motivation - internal force that stimulates the person to act in a certain manner. • Needs- the basis of motivated behavior

  23. Maslow’s Hierarchy • Self-Actualization - Fulfillment • Ego Needs - success, achievement • Social Needs - affection, friendship • Safety and Security Needs - protection, order, stabilization • Physiological Needs - food, water, shelter, sex

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