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Презентация на тему Consumer markets and consumer buyer behavior

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Consumer Markets and Consumer Buyer BehaviorModel of Consumer BehaviorCharacteristics Affecting Consumer BehaviorTypes of Buying Decision BehaviorThe Buyer Decision ProcessThe Buyer Decision Process for New ProductsTopic Outline
Chapter FiveConsumer Markets and Consumer Buyer Behavior Consumer Markets and Consumer Buyer BehaviorModel of Consumer BehaviorCharacteristics Affecting Consumer BehaviorTypes Consumer buyer behavior refers to the buying behavior of final consumers—individuals and Culture is the learned values, perceptions, wants, and behavior from family and Subculture are groups of people within a culture with shared value systems Social classes are society’s relatively permanent and ordered divisions whose members share Characteristics Affecting Consumer BehaviorGroups and Social Networks Characteristics Affecting Consumer BehaviorWord-of-mouth influence and buzz marketingOpinion leaders are people within Characteristics Affecting Consumer BehaviorOnline social networks are online communities where people socialize Characteristics Affecting Consumer BehaviorFamily is the most important consumer-buying organization in Characteristics Affecting Consumer BehaviorAge and life-cycle stageRBC Royal Band stagesYouth—younger Characteristics Affecting Consumer BehaviorOccupation affects the goods and services bought Characteristics Affecting Consumer BehaviorLifestyle is a person’s pattern of living as expressed Characteristics Affecting Consumer BehaviorPersonality and Self-ConceptPersonality refers to the unique psychological characteristics Characteristics Affecting Consumer Behavior Characteristics Affecting Consumer BehaviorPsychological Factors Characteristics Affecting Consumer BehaviorA motive is a need that is Characteristics Affecting Consumer BehaviorPerception is the Characteristics Affecting Consumer BehaviorSelective attention is the tendency for people Characteristics Affecting Consumer BehaviorLearning is the change in an individual’s Characteristics Affecting Consumer BehaviorBelief is a Characteristics Affecting Consumer BehaviorAttitudes describe a Types of Buying Decision Behavior The Buyer Decision ProcessOccurs when the buyer recognizes a problem or need The Buyer Decision ProcessPersonal sources—family and friendsCommercial sources—advertising, InternetPublic sources—mass media, consumer The Buyer Decision ProcessHow the consumer processes information to arrive at brand choicesEvaluation of Alternatives The Buyer Decision ProcessThe act by the consumer to buy the most The Buyer Decision ProcessThe satisfaction or dissatisfaction that the consumer feels about The Buyer Decision ProcessCustomer satisfaction is a key to building profitable relationships The Buyer Decision Process for New ProductsAdoption process is the mental The Buyer Decision Process for New ProductsInfluence of Product Characteristics on Rate of Adoption All rights reserved. No part of this publication may be reproduced, stored
Слайды презентации

Слайд 2 Consumer Markets and Consumer Buyer Behavior
Model of Consumer

Consumer Markets and Consumer Buyer BehaviorModel of Consumer BehaviorCharacteristics Affecting Consumer

Behavior
Characteristics Affecting Consumer Behavior
Types of Buying Decision Behavior
The Buyer

Decision Process
The Buyer Decision Process for New Products

Topic Outline

Слайд 3 Consumer buyer behavior refers to the buying behavior

Consumer buyer behavior refers to the buying behavior of final consumers—individuals

of final consumers—individuals and households who buy goods and

services for personal consumption

Consumer market refers to all of the personal consumption of final consumers

Model of Consumer Behavior

Слайд 4
Culture is the learned values, perceptions, wants, and

Culture is the learned values, perceptions, wants, and behavior from family

behavior from family and other important institutions
Characteristics Affecting Consumer

Behavior

Слайд 5 Subculture are groups of people within a culture

Subculture are groups of people within a culture with shared value

with shared value systems based on common life experiences

and situations
Hispanic
African American
Asian
Mature consumers

Characteristics Affecting Consumer Behavior

Слайд 6 Social classes are society’s relatively permanent and ordered

Social classes are society’s relatively permanent and ordered divisions whose members

divisions whose members share similar values, interests, and behaviors
Measured

by a combination of occupation, income, education, wealth, and other variables

Characteristics Affecting Consumer Behavior

Слайд 7 Characteristics Affecting Consumer Behavior
Groups and Social Networks

Characteristics Affecting Consumer BehaviorGroups and Social Networks

Слайд 8 Characteristics Affecting Consumer Behavior
Word-of-mouth influence and buzz marketing
Opinion

Characteristics Affecting Consumer BehaviorWord-of-mouth influence and buzz marketingOpinion leaders are people

leaders are people within a reference group who exert

social influence on others
Also called influentials or leading adopters
Marketers identify them to use as brand ambassadors

Groups and Social Networks



Слайд 9 Characteristics Affecting Consumer Behavior
Online social networks are online

Characteristics Affecting Consumer BehaviorOnline social networks are online communities where people

communities where people socialize or exchange information and opinions

Include

blogs, social networking sites (facebook), virtual worlds (second life)


Groups and Social Networks



Слайд 10 Characteristics Affecting Consumer Behavior
Family is the most important

Characteristics Affecting Consumer BehaviorFamily is the most important consumer-buying organization

consumer-buying organization in society

Social roles and status are the

groups, family, clubs, and organizations that a person belongs to that can define role and social status

Social Factors

Слайд 11 Characteristics Affecting Consumer Behavior
Age and life-cycle

Characteristics Affecting Consumer BehaviorAge and life-cycle stageRBC Royal Band stagesYouth—younger than 18Getting started—18-35Builders—35-50Accumulators—50–60Preservers—over 60Personal Factors

stage
RBC Royal Band stages
Youth—younger than 18
Getting started—18-35
Builders—35-50
Accumulators—50–60
Preservers—over 60
Personal Factors

Слайд 12 Characteristics Affecting Consumer Behavior

Occupation affects the

Characteristics Affecting Consumer BehaviorOccupation affects the goods and services bought

goods and services bought by consumers
Economic situation includes trends

in:

Personal Factors

Слайд 13 Characteristics Affecting Consumer Behavior
Lifestyle is a person’s pattern

Characteristics Affecting Consumer BehaviorLifestyle is a person’s pattern of living as

of living as expressed in his or her psychographics

Measures

a consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment

Personal Factors

Слайд 14 Characteristics Affecting Consumer Behavior
Personality and Self-Concept
Personality refers to

Characteristics Affecting Consumer BehaviorPersonality and Self-ConceptPersonality refers to the unique psychological

the unique psychological characteristics that lead to consistent and

lasting responses to the consumer’s environment

Personal Factors

Слайд 15 Characteristics Affecting Consumer Behavior

Characteristics Affecting Consumer Behavior

Слайд 16 Characteristics Affecting Consumer Behavior
Psychological Factors

Characteristics Affecting Consumer BehaviorPsychological Factors

Слайд 17 Characteristics Affecting Consumer Behavior

A motive is

Characteristics Affecting Consumer BehaviorA motive is a need that is

a need that is sufficiently pressing to direct the

person to seek satisfaction

Motivation research refers to qualitative research designed to probe consumers’ hidden, subconscious motivations

Psychological Factors
Motivation

Слайд 18 Characteristics Affecting

Characteristics Affecting Consumer BehaviorPerception is the process by

Consumer Behavior
Perception is the process by which people select,

organize, and interpret information to form a meaningful picture of the world from three perceptual processes
Selective attention
Selective distortion
Selective retention

Psychological Factors

Слайд 19 Characteristics Affecting Consumer Behavior
Selective attention is

Characteristics Affecting Consumer BehaviorSelective attention is the tendency for people

the tendency for people to screen out most of

the information to which they are exposed
Selective distortion is the tendency for people to interpret information in a way that will support what they already believe
Selective retention is the tendency to remember good points made about a brand they favor and forget good points about competing brands

Psychological Factors

Слайд 20 Characteristics Affecting Consumer Behavior
Learning is the

Characteristics Affecting Consumer BehaviorLearning is the change in an individual’s

change in an individual’s behavior arising from experience and

occurs through interplay of:




Psychological Factors

Слайд 21 Characteristics Affecting

Characteristics Affecting Consumer BehaviorBelief is a descriptive thought

Consumer Behavior

Belief is a descriptive thought that a person

has about something based on:
Knowledge
Opinion
Faith


Psychological Factors
Beliefs and Attitudes

Слайд 22 Characteristics Affecting

Characteristics Affecting Consumer BehaviorAttitudes describe a person’s relatively

Consumer Behavior
Attitudes describe a person’s relatively consistent evaluations, feelings,

and tendencies toward an object or idea

Psychological Factors

Слайд 23 Types of Buying Decision Behavior

Types of Buying Decision Behavior

Слайд 24 The Buyer Decision Process
Occurs when the buyer recognizes

The Buyer Decision ProcessOccurs when the buyer recognizes a problem or

a problem or need triggered by:
Internal stimuli
External stimuli

Need Recognition

Слайд 25 The Buyer Decision Process
Personal sources—family and friends
Commercial sources—advertising,

The Buyer Decision ProcessPersonal sources—family and friendsCommercial sources—advertising, InternetPublic sources—mass media,

Internet
Public sources—mass media, consumer organizations
Experiential sources—handling, examining, using the

product

Information Search
Sources of Information

Слайд 26 The Buyer Decision Process

How the consumer processes information

The Buyer Decision ProcessHow the consumer processes information to arrive at brand choicesEvaluation of Alternatives

to arrive at brand choices
Evaluation of Alternatives

Слайд 27 The Buyer Decision Process
The act by the consumer

The Buyer Decision ProcessThe act by the consumer to buy the

to buy the most preferred brand
The purchase decision can

be affected by:
Attitudes of others
Unexpected situational factors

Purchase Decision

Слайд 28 The Buyer Decision Process
The satisfaction or dissatisfaction that

The Buyer Decision ProcessThe satisfaction or dissatisfaction that the consumer feels

the consumer feels about the purchase
Relationship between:
Consumer’s expectations
Product’s perceived

performance
The larger the gap between expectation and performance, the greater the consumer’s dissatisfaction
Cognitive dissonance is the discomfort caused by a postpurchase conflict

Postpurchase Decision

Слайд 29 The Buyer Decision Process
Customer satisfaction is a key

The Buyer Decision ProcessCustomer satisfaction is a key to building profitable

to building profitable relationships with consumers—to keeping and growing

consumers and reaping their customer lifetime value

Post-Purchase Decision

Слайд 30 The Buyer Decision Process for New Products
Adoption process

The Buyer Decision Process for New ProductsAdoption process is the

is the mental process an individual goes through from

first learning about an innovation to final regular use.
Stages in the process include:



Слайд 31 The Buyer Decision Process for New Products
Influence of

The Buyer Decision Process for New ProductsInfluence of Product Characteristics on Rate of Adoption

Product Characteristics
on Rate of Adoption

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