Principles of Marketing

1
Principles of Marketing

• Consumer Behavior

2
Marketing Research needs for Grocery Delivery

• Consumers intention to use service
• Value of service to potential users
• Grocery store preference
• Current shopping patterns purchases
• Demographics of potential users

3
Consumer Behavior

• The processes involved when individuals or groups
  select, purchase, use and dispose of goods,
  services, ideas or experiences to satisfy needs
  and desires

4
The Consumer Decision-making Process

• Problem Recognition
• Information Search
• Evaluation of Alternatives
• Choosing among Alternatives
• Product Choice
• Post Purchase Evaluation

5
Involvement

• The importance of the perceived consequences of
  the purchase to the person
• Perceived Risk
• Habitual decision making
• Limited problem solving
• Extended problem solving

6
Individual Influences to CB

• Perception
• Motivation
• Learning
• Attitudes
• Personality

7
Motivation

• An internal state that activates goal-directed
  behavior on the part of consumers in order to
  satisfy some need
• difference between needs and wants

8
Maslows Hierarchy of Needs

• Physiological
• Safety
• Belongingness
• Ego/self esteem
• Self-actualization

9
Perception

• The process by which people select, organize and
  interpret stimuli to the five senses of sight,
  sound, smell, touch and taste

10
The Perceptual Process

• Exposure
• Attention
• Interpretation

11
Learning

• A relatively permanent change in consumer
  behavior caused by experience or acquired
  information

12
Theories of Learning

• Behavioral learning theories
• classical conditioning
• operant conditioning
• Marketing implications
• repetition
• stimulus generalization
• family branding
• product line extensions/licensing

13
Theories of Learning (cont.)

• Cognitive learning theories
• observational learning
• modeling
• Marketing implications
• attractive endorsers

14
Attitudes

• Learned predisposition to respond favorably or
  unfavorably to stimuli. Attitudes are relative
  enduring evaluations of objects, people and
  issues
• ABC model of attitudes
• affect
• behavior
• cognition

15
Personality

• The unique psychological characteristics that
  consistently influence the way a person responds
  to situations in his/her environment
• Self-concept/self-esteem
• self image
• looking glass self
• ideal self

16
Personal Influences on CB

• Age and gender
• Income
• Family
• Life-style

17
Social Influences of CB

• Culture
• Sex-role identities
• Subculture
• Social Class
• Reference Groups
• Influentials

18
When do reference groups affect purchasing
decisions?

• Public Necessities
• Public Luxuries
• Private Necessities
• Private Luxuries

19
Situational Influences on CB

• Time
• Mood
• Shopping environment

20
What are some of the factors that may influence
our consumers?

• Individual factors?
• Personal factors?
• Social factors?
• Situational factors?