What

1
Whats Happening?

• Folgers Ads
• http//www.chicagotribune.com/news/nationworld/chi
  -talk-tygirlzjan22,0,5205363.story
• http//www.eggs.ca/ContestsPromos/Default.aspx
• These two are newer pepsi commercials- there is
  talk going around now about how the new pepsi
  slogan "yes you can" is playing off of the Obama
  "yes we can" slogan, especially since the pepsi
  logo is the obama logan just flipped upside down.
• http//www.youtube.com/watch?vMFAF-bR6Y0o
• http//www.youtube.com/watch?v_nK_HRfXGnY
• http//www.youtube.com/watch?v9A2Ap3DyvLg
• http//ca.youtube.com/watch?vqH1uo4UcPl4e

2
Consumer Buyer Behaviours

• Chapter 3

3
Traditional factors affecting consumer purchasing
behaviors

• Demographics (age, gender, income, etc.)
• Heredity and home environment
• Family life cycle
• Life changing events
• Cultural environment
• Social environment
• Situational environment

4
Consumer Decision-Making Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Evaluation
5
Information Search

• Two ways of gathering information
• 1. Internally
• 2. Externally

6
Attitude Sequence

• Cognitive ? Affective ? Conative
• Affective ? Conative ? Cognitive
• Conative ? Cognitive ? Affective

7
Evaluation of Alternatives

• Evoked set method
• 1. Evoked set
• 2. Inept set
• 3. Inert set
• Affect referral
• Multi-attribute approach used more in B to B
  buying situations

8
Principles concerning processing of information
and cognitive mapping

• Cognitive mapping enhances movement of messages
  from short-term memory to long-term memory.
• Most persuasive messages reinforce current
  linkages.
• Repetition is necessary to establish new
  linkages.
• Difficult to modify or create new linkages.

9
Common Reasons Purchases Are Made

• Products/services provide utility
• To satisfy physical needs
• To satisfy psychological needs
• To satisfy social needs
• To satisfy emotional needs
• To satisfy epistemic needs

10
Trends and Factors in the Consumer Buying
Environment

• Age complexity
• Gender complexity
• Individualism
• Active, busy lifestyles
• Time pressures
• Cocooning
• Pleasure binges
• Emphasis on health

11
The Purchase Decision

• Decision to purchase a particular product may
  based on several decisions
• ____________
• ____________
• ____________
• ____________
• ____________

12

• How likely is each of the following marketing
  material to alter your purchase decision for food
  items?
• An advertisement
• A coupon
• A sweepstake or contest offer
• A price-off offer
• An in-store display
• The food package
• A in-store sample
• A billboard

13
An advertisement directed to first families and
the arrival of a new baby.
14
Postpurchase Evaluation

• Evaluation of product performance.
• Cognitive dissonance.
• Impacts future purchases.
• Impacts word-of-mouth communications.

15
Starbucks Video

• http//multimedia.boston.com/pub/m/20888271/mcdona
  lds_mccafe_hipsters_commercial.htm