Consumer behavior

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-5
AFTER THIS LECTURE
YOU SHOULD BE ABLE TO:
Understand Stages in the consumer decision process.
Evaluate three variations of the consumer decision process: routine, limited, and extended problem solving.

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-6
AFTER THIS LECTURE
YOU SHOULD BE ABLE TO:
Know the psychological influences affect on consumer behavior, particularly purchase decision processes.
Explain major sociocultural influences on consumer behavior and their effects on purchase decisions.

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-7
AFTER THIS LECTURE
YOU SHOULD BE ABLE TO:
Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
CONSUMER PURCHASE
DECISION PROCESS
Slide 5-10
Consumer Behavior
Purchase Decision Process
Problem Recognition:
Perceiving a Need

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-78
Consumer behavior is the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.
Consumer Behavior

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-11
Purchase decision process

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-79
The stages a buyer passes through
in making choices about which products and services to buy is the purchase decision process.
Purchase Decision Process

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
CONSUMER PURCHASE
DECISION PROCESS
Slide 5-12
Information Search: Seeking Value
Internal Search External Search
Personal Sources
Public Sources
Market-Dominated Sources

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
CONSUMER PURCHASE
DECISION PROCESS
Slide 5-14
Alternative Evaluation: Assessing Value
Evaluative Criteria Evoked Set
Purchase Decision: Buying Value
Post-purchase Behavior:
Value in Consumption or Use

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
CONSUMER PURCHASE
DECISION PROCESS
Slide 5-16
Routine Problem Solving
Limited Problem Solving
Involvement and Problem-Solving Variations
Involvement
Extended Problem Solving
Situational Influences

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-80
The level of involvement a consumer has in a particular purchase depends on the personal, social, and economic consequences of that purchase
to the consumer.
Involvement

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-18
Consumer involvement, knowledge, and problem-solving variations

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-19
Influences on the consumer purchase decision process

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-22
Motivation and Personality
Motivation Physiological Needs
Safety Needs
Social Needs
Personal Needs
Self-Actualization Needs
Personality
Self-Concept

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-81
Motivation is the energizing force that stimulates behavior to satisfy a need.
Motivation

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-23
Maslow’s Hierarchy of needs

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-24
Perception
Selective Perception
Selective Perception
Selective Exposure
Selective Comprehension
Selective Retention
Perceived Risk

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-83
Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
Perception

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-25
Selective perception filters

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-31
Values, Beliefs, and Attitudes Attitude Formation
Attitude
Beliefs
Attitude Change

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-34
Lifestyle
Psychographics
VALS™

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-35
VALS™ psychographic segments

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-39
Personal Influence
Opinion Leaders
Reference Groups
Word of Mouth
Membership Group
Aspiration Group
Dissociative Group

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-89
Opinion leaders individuals who have social influence over others.
Opinion Leaders

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-90
People influencing each other
during conversations is called
word of mouth.
Word of Mouth

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-91
Reference groups are people to whom an individual looks as a basis for
self-appraisal or as a source of personal standards.
Reference Groups

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-43
Family Influence
Consumer Socialization Family Life Cycle
Family Decision Making

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-92
The family life cycle concept describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.
Family Life Cycle

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-46
Culture and Subculture
Subcultures
African-American Buying Patterns
Hispanic Buying Patterns
Asian-American Buying Patterns
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
What subcultures in RF do you know?

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-93
Subgroups within the larger, or national, culture with unique values, ideas,
and attitudes are referred to
as subcultures.
Subcultures

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-82
Personality refers to a person’s consistent behaviors or responses to recurring situations.
Personality

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-84
Perceived risk represents the anxieties felt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences.
Perceived Risk

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-85
Learning refers to those behaviors that result from (1) repeated experience and (2) reasoning.
Learning

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-86
Brand loyalty is a favorable attitude toward and consistent purchase of a single brand over time.
Brand Loyalty

Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-87
An attitude is a “learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.”
Attitude