Purchaser Behavior

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Shopper Behavior Chapter Four

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Chapter Four: Consumer Behavior Objectives Identify components of a customer conduct show. Address the five phases of the shopper basic leadership prepare. Portray purchaser basic leadership as far as broad, constrained, or routine critical thinking. Portray mental impacts that effect customer conduct. Portray the social impacts that effect purchaser conduct.

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Social impacts Culture and subculture Social class Role and status Reference bunches Family and family unit A Consumer Behavior Model Consumer Behavior Psychological impacts Motivation Perception Beliefs Personality Lifestyle Situational impacts

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The Consumer Decision-Making Process Post-Purchase Processes Purchase Alternative Evaluation Stages Information Search Problem Recognition

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The Consumer Decision-Making Process (cont.) Problem Recognition Information Search Alternative Evaluation Purchase Post-Purchase Processes Problem acknowledgment (makes require) Difference amongst genuine and fancied state "Cues"* Information look (makes choices) Internal data seek External data look "Evoked Set"*

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The Consumer Decision-Making Process (cont.) Alternative Evaluation (makes inclinations) Price Ease of utilization Performance Style e.g., Fishbein Model* A = ∑ (b i e i ) … Where An is mentality, b is conviction, and e is evaluative measure Problem Recognition Information Search Alternative Evaluation Purchase Post-Purchase Processes This progression can be skipped if buy is continual. Buyers then depend on memory of past buys .

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The Consumer Decision-Making Process (cont.) Problem Recognition Information Search Alternative Evaluation Purchase Post-Purchase Processes Purchase (makes ownership) Decision versus Conduct Decision Rule* Purchase Intention Actual Purchase Intervening variables ("doubts") Too costly Impulses False data

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The Consumer Decision-Making Process (cont.) Problem Recognition Information Search Alternative Evaluation Purchase Post-Purchase Processes Post-Purchase Processes (makes assessment) Cognitive Consistency/Dissonance* e.g. Purchaser's Remorse Reduction Strategies/Tactics Expectations impact level of fulfillment Quality alludes to general item quality, unwavering quality and the degree to which it addresses shoppers' issues.

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Extended, Limited, and Routine Consumer Decision Making

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Social impacts Culture and subculture Social class Role and status Reference bunches Family and family unit A Consumer Behavior Model Consumer Behavior Psychological impacts Motivation Perception Beliefs Personality Lifestyle Situational impacts

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Psychological Influences on Consumer Behavior Motivation (and Involvement*) Involvement/Lucky Charms Unsatisfied need or need Hunger Drive or thought process = boost Go to Restaurant Action, buy great Eat Food Reduce need or need Not Hungry

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Marketers Influence Perceptions Perception: The way in which we gather, organize, and translate data Selective observation: -Individuals focus on various jolts, seeing them specifically. Specific twisting: - Consumers adjust data to fit their own particular existing information or convictions (psychological sound similarity). Specific maintenance: - Consumers just hold data about a decent or administration that backings individual information or convictions (diminish disharmony).

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Learning Cues Stimuli Response: an endeavor to fulfill an individual Drive Example : You as well, need Sprite. You see Jordan drinking Sprite. You purchase Sprite.

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Attitudes Values* and Beliefs Attitudes: Relatively persisting and predictable emotions (full of feeling reactions) about a decent or administration Beliefs: Associations between an item and traits of that item Fast sustenance and smoking cause heart assaults. Intel processors just exist in quality PCs. Advertisers are attempting to make uplifting dispositions about their items and make convictions that their items have attractive properties.

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Personality and Lifestyles Personality and Buying Personality: An individual's one of a kind mental attributes prompting to particular reaction propensities after some time Lifestyles: An individual's style of living as communicated through exercises, premiums, and conclusions Psychographics: Classification of buyers as per ways of life and identity

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Social Influences on Consumer Behavior Culture: " a general public's identity " A constantly changing totality of scholarly and shared implications, customs, standards, and conventions among the individuals from an association or society Values Enduring convictions about a particular method of direct or attractive end-express that aides the choice or assessment of conduct Cultures are separate by qualities, e.g. . . . Western Cultures stretch achievement, accomplishment, and intensity. Eastern Cultures underline aggregate welfare. Values Terminal Instrumental

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Social Class, Role, and Status Influences on Consumer Behavior Social Classes: Share comparative qualities, demeanors, interests, and sentiments. Can be controlled by a blend of occupation, training, wage, riches, and qualities. Part: Behavior in light of the exercises individuals are required to perform as per people around them Role of ladies in the United States Role of ladies in Islamic nations Man in a marriage relationship Partners in a gay or lesbian relationship Status: The regard that society gives to a specific part Soccer mother Company president Judge Car sales representative Advertising inventive

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Family and Household Influences on Consumer Behavior Influence on buyers acquiring conduct Decision creators and influencers of choices: Husband Wife Children Cleaning work force Guests Roommates Parents and grandparents (chiefs) react to kids' impact in choosing which toys to buy.

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Reference Groups and Opinion Leaders Reference groups*: Any gathering that decidedly or adversely influences a man's qualities, states of mind or conduct Associate reference bunches : Groups an individual has a place with — t he individual adopts certain conduct examples of these gatherings. Dissociative reference bunches : Groups individuals would prefer not to take up with Aspirational reference bunches : Groups an individual tries to join or connect with Opinion Leaders*: A reference amass part who gives data about a particular circle that interests reference gather members.

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Situational Influences on Consumer Behavior* Occasion Time Importance Available Funds Marketing Mix Etc.

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