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Вы можете ознакомиться и скачать презентацию на тему Consumer markets and consumer buyer behavior. Доклад-сообщение содержит 25 слайдов. Презентации для любого класса можно скачать бесплатно. Если материал и наш сайт презентаций Mypresentation Вам понравились – поделитесь им с друзьями с помощью социальных кнопок и добавьте в закладки в своем браузере.

Слайды и текст этой презентации

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Consumer Markets and Consumer Buyer Behavior Chapter 5

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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

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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

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

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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

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

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

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Characteristics Affecting Consumer Behavior Sincerity Ruggedness

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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

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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

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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

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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