"Process and activities that people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services" "Decision making process: Various stages that customers pass through while buying a product"
"Process and activities that people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services" "Decision making process: Various stages that customers pass through while buying a product"
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"Process and activities that people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services" "Decision making process: Various stages that customers pass through while buying a product"
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
• Need to understand consumer behavior • Influence consumer behavior in favor of your brand (not merely purchase) • “Process and activities that people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services” • Decision making process: Various stages that customers pass through while buying a product PROBLEM RECOGNITION
• Difference between actual state and ideal /
desired state • Perceives needs and becomes motivated to act • Out of stock; Dissatisfaction; New needs; Related products; Marketer-induced; New products EXAMINING CONSUMER MOTIVATIONS
• Factors that compel a consumer to take an
action • Maslow’s Hierarchy of Needs • Psychoanalytic Theory • Motivational research INFORMATION SEARCH
• Internal search and External search
• Sources of external search • Extent of search depends on several factors PERCEPTION • Process by which consumers selects, organizes and interprets information to form meaningful picture • Sensation: Immediate, direct response of senses to the stimulus THREE PERCEPTUAL PROCESSES == • Selective exposure; Selective attention – marketer have to work hard to attract the customers’ notice, need to explain which stimuli will people notice Selective retention – people forget much that they learn but will tend to retain information that supports their attitudes & beliefs = that’s why use drama & repetition in sending messages Selective distortion – twisting the information into personal meanings & interprets the information in a way that will fit our preconceptions. • Depends on Individual, Stimulus and Situation ALTERNATIVE EVALUATION
• Awareness set; Evoked set; Consideration set
• Evaluative criteria • Consequences: Functional and Psychosocial • Attributes vs Consequences ATTITUDES
• Learned predispositions to act in a consistently
favorable or unfavorable manner towards an object • Attitudes related to behavior • Multi-attribute attitude model • Salient beliefs • Changing attitudes: Adding attributes; Changing the importance of attributes; Changing beliefs about brands; Changing beliefs about competing brands INTEGRATION PROCESSES AND DECISION RULES
POSTPURCHASE EVALUATION • Satisfaction and Dissatisfaction • Cognitive Dissonance VARIATIONS IN THE DM PROCESS
• Not all steps always exist
• Extended / Limited / Routine Problem Solving Behaviors CONSUMER LEARNING PROCESS
• Process by which individuals acquire the purchase
and consumption knowledge and experience they apply to future related behaviors • Involvement • Behavior learning theories: S—R theories Roles of external environmental stimuli in causing behavior Classical conditioning; Operant Conditioning • Cognitive Learning theory ENVIRONMENTAL INFLUENCES ON CB
• Culture • Subculture • Social class • Reference groups • Family