🗊Презентация Consumer markets and consumer buyer behavior

Категория: Экономика и Финансы
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Consumer markets and consumer buyer behavior, слайд №1Consumer markets and consumer buyer behavior, слайд №2Consumer markets and consumer buyer behavior, слайд №3Consumer markets and consumer buyer behavior, слайд №4Consumer markets and consumer buyer behavior, слайд №5Consumer markets and consumer buyer behavior, слайд №6Consumer markets and consumer buyer behavior, слайд №7Consumer markets and consumer buyer behavior, слайд №8Consumer markets and consumer buyer behavior, слайд №9Consumer markets and consumer buyer behavior, слайд №10Consumer markets and consumer buyer behavior, слайд №11Consumer markets and consumer buyer behavior, слайд №12Consumer markets and consumer buyer behavior, слайд №13Consumer markets and consumer buyer behavior, слайд №14Consumer markets and consumer buyer behavior, слайд №15Consumer markets and consumer buyer behavior, слайд №16Consumer markets and consumer buyer behavior, слайд №17Consumer markets and consumer buyer behavior, слайд №18Consumer markets and consumer buyer behavior, слайд №19Consumer markets and consumer buyer behavior, слайд №20Consumer markets and consumer buyer behavior, слайд №21Consumer markets and consumer buyer behavior, слайд №22Consumer markets and consumer buyer behavior, слайд №23Consumer markets and consumer buyer behavior, слайд №24Consumer markets and consumer buyer behavior, слайд №25
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Слайды и текст этой презентации

Слайд 1


Consumer Markets and Consumer Buyer Behavior Chapter 5
Описание слайда:
Consumer Markets and Consumer Buyer Behavior Chapter 5

Слайд 2


Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand the types of buying decision behavior and stages in the process Comprehend the adoption and diffusion process for new products
Описание слайда:
Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand the types of buying decision behavior and stages in the process Comprehend the adoption and diffusion process for new products

Слайд 3


Case Study Harley Davidson Building Success Understanding the customers’ emotions and motivation Determining the factors of loyalty Translating this information to effective advertising
Описание слайда:
Case Study Harley Davidson Building Success Understanding the customers’ emotions and motivation Determining the factors of loyalty Translating this information to effective advertising

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Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption All of these final consumers combine to make up the consumer market
Описание слайда:
Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption All of these final consumers combine to make up the consumer market

Слайд 5


Stimulus-Response Model of Consumer Behavior Stimuli 4P’s Other characteristics economic technological political cultural
Описание слайда:
Stimulus-Response Model of Consumer Behavior Stimuli 4P’s Other characteristics economic technological political cultural

Слайд 6


Characteristics Affecting Consumer Behavior Culture Forms a person’s wants and behavior Subculture Groups with shared value systems Social Class Society’s divisions who share values, interests and behaviors
Описание слайда:
Characteristics Affecting Consumer Behavior Culture Forms a person’s wants and behavior Subculture Groups with shared value systems Social Class Society’s divisions who share values, interests and behaviors

Слайд 7


Characteristics Affecting Consumer Behavior Groups Membership Reference Aspirational Opinion Leaders Buzz marketing Family Many influencers Roles and Status
Описание слайда:
Characteristics Affecting Consumer Behavior Groups Membership Reference Aspirational Opinion Leaders Buzz marketing Family Many influencers Roles and Status

Слайд 8


Characteristics Affecting Consumer Behavior Age and life cycle Occupation Economic situation Lifestyle Activities, interests and opinions Lifestyle segmentation Personality and self-concept
Описание слайда:
Characteristics Affecting Consumer Behavior Age and life cycle Occupation Economic situation Lifestyle Activities, interests and opinions Lifestyle segmentation Personality and self-concept

Слайд 9


Characteristics Affecting Consumer Behavior Sincerity Ruggedness
Описание слайда:
Characteristics Affecting Consumer Behavior Sincerity Ruggedness

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Characteristics Affecting Consumer Behavior Motivation Perception Learning Beliefs and attitudes
Описание слайда:
Characteristics Affecting Consumer Behavior Motivation Perception Learning Beliefs and attitudes

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Psychological Factors Motivation A motive is a need that is sufficiently pressing to direct the person to seek satisfaction Motivation research is based on Freud; Looks for hidden and subconscious motivation Maslow ordered needs based on how pressing they are to the consumer
Описание слайда:
Psychological Factors Motivation A motive is a need that is sufficiently pressing to direct the person to seek satisfaction Motivation research is based on Freud; Looks for hidden and subconscious motivation Maslow ordered needs based on how pressing they are to the consumer

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Psychological Factors Perception Perception is the process by which people select, organize, and interpret information Perception Includes: Selective attention Consumers screen out information Selective distortion People interpret to support beliefs Selective retention People retain points to support attitudes
Описание слайда:
Psychological Factors Perception Perception is the process by which people select, organize, and interpret information Perception Includes: Selective attention Consumers screen out information Selective distortion People interpret to support beliefs Selective retention People retain points to support attitudes

Слайд 13


Psychological Factors Learning Learning describes changes in an individual’s behavior arising from experience Learning occurs through: Drives Internal stimulus that calls for action Stimuli Objects that move drive to motive Cues Minor stimuli that affect response Reinforcement Feedback on action
Описание слайда:
Psychological Factors Learning Learning describes changes in an individual’s behavior arising from experience Learning occurs through: Drives Internal stimulus that calls for action Stimuli Objects that move drive to motive Cues Minor stimuli that affect response Reinforcement Feedback on action

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Psychological Factors Beliefs and Attitudes Belief a descriptive thought about a brand or service may be based on real knowledge, opinion, or faith Attitude describes a person’s evaluations, feelings and tendencies toward an object or idea They are difficult to change
Описание слайда:
Psychological Factors Beliefs and Attitudes Belief a descriptive thought about a brand or service may be based on real knowledge, opinion, or faith Attitude describes a person’s evaluations, feelings and tendencies toward an object or idea They are difficult to change

Слайд 15


Types of Buying Decision Behavior Complex Highly involved, significant brand differences Example – computer Dissonance-reducing Highly involved, little brand differences Example – carpeting Habitual Low involvement, little brand differences Example – salt Variety-seeking Low involvement, significant perceived brand differences Example – cookies
Описание слайда:
Types of Buying Decision Behavior Complex Highly involved, significant brand differences Example – computer Dissonance-reducing Highly involved, little brand differences Example – carpeting Habitual Low involvement, little brand differences Example – salt Variety-seeking Low involvement, significant perceived brand differences Example – cookies

Слайд 16


The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
Описание слайда:
The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

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The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
Описание слайда:
The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

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The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
Описание слайда:
The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

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The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
Описание слайда:
The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

Слайд 20


The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
Описание слайда:
The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

Слайд 21


Buyer Decision Process for New Products New Products Good, service or idea that is perceived by customers as new. Stages in the Adoption Process Marketers should help consumers move through these stages.
Описание слайда:
Buyer Decision Process for New Products New Products Good, service or idea that is perceived by customers as new. Stages in the Adoption Process Marketers should help consumers move through these stages.

Слайд 22


Buyer Decision Process for New Products Awareness Evaluation
Описание слайда:
Buyer Decision Process for New Products Awareness Evaluation

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Buyer Decision Process for New Products Individual Differences in Innovativeness Consumers can be classified into five adopter categories, each of which behaves differently toward new products. Product Characteristics and Adoption Five product characteristics influence the adoption rate.
Описание слайда:
Buyer Decision Process for New Products Individual Differences in Innovativeness Consumers can be classified into five adopter categories, each of which behaves differently toward new products. Product Characteristics and Adoption Five product characteristics influence the adoption rate.

Слайд 24


Buyer Decision Process for New Products Relative Advantage Compatibility
Описание слайда:
Buyer Decision Process for New Products Relative Advantage Compatibility

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Buyer Decision Process for New Products International Consumer Behavior Values, attitudes and behaviors differ greatly in other countries. Physical differences exist which require changes in the marketing mix. Customs vary from country to country. Marketers must decide the degree to which they will adapt their marketing efforts.
Описание слайда:
Buyer Decision Process for New Products International Consumer Behavior Values, attitudes and behaviors differ greatly in other countries. Physical differences exist which require changes in the marketing mix. Customs vary from country to country. Marketers must decide the degree to which they will adapt their marketing efforts.

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