Lesson 4 Consumer Behavior

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Lesson 4Consumer Behavior
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Lesson 4 Content

• Marketing Concept
• Understanding Consumer Behavior
• CB decision
• CB perception
• CB motivation

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The larger context of Marketing
MARKETING
Product conception
Pricing
Distribution
Promotion
Advertising
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Marketing process participants Customers
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Marketing process participants Market
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Marketing key concepts
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Influences on Consumer Behavior
Interpersonal
Nonpersonal
FAMILY
TIME
CULTURE
POINT OF SALE
SOCIETY Reference Groups Opinion Leaders
ENVIRONMENT
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Consumer behavior Consumer Decision process
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Consumer behavior Consumer Perception Process
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Consumer behavior Learning Persuasion

• Theories of Learning

Memory, thinking, problem solving Relevant to
complex purchases and learning from other people
Trial and error Relevant to simple everyday
purchases
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Consumer behavior Eleboration likelihood model
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Consumer behavior Results of learning
LOYALTY
HABIT
INTEREST
ATTITUDE
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Foote, Cone, Belding Grid
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FCB Grid Exercise

• put following products into the grid
• magazine
• vitamin pills
• TV set
• car

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Consumer behavior Consumer Motivation Process
Motivation - underlying forces driving decisions
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Consumer behavior Consumer Motivation Process
Maslows hierarchy of needs
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Consumer behavior Consumer Motivation
Rossiter Percys fundamental motives
NEGATIVE motives problem removal or avoidance
POSITIVE Motives benefit, bonus, or reward
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Purchase decision and Postpurchase evaluation
Cognitive Dissonance Was it worth the
money? Will it last as long as my old
one? Could I have found a better price?
Postpurchase evaluation I like the
color Capacity is huge It plays photos. Works as
USB.
Evoked Set MP3 Players SONY AIWA IPOD
Evaluative Criteria Capacity Battery life
Design