Consumer Decision Making

Transcription

1 Nonstock/Jupiterimages Lamb, Hair, McDaniel Consumer Decision Making Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 1

2 Cultural Influences on Consumer Buying Decisions Identify and understand the cultural factors that affect consumer buying decisions LO 5 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 2

3 Factors Influencing Buying Decisions Cultural Factors Individual Factors Social Factors Psychological Factors CONSUMER DECISION- MAKING PROCESS BUY / DON T BUY LO 5 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 3

4 Components of Culture Values Language Myths Customs Rituals Laws LO 5 Material artifacts Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 4

5 Value Value Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct. LO 5 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 5

6 Understanding Cultural Differences A firm has little chance of selling products in a culture that it does not understand. Like people, products have cultural value. In China In U.S. LO 5 Color of mourning Brides wear Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 6

7 Subculture Subculture A homogeneous group of people who share elements of the overall culture as well as cultural elements unique to their own group. LO 5 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 7

8 Social Class Social Class Measurements A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms. LO 5 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 8

9 The Impact of Social Class on Marketing Indicates which medium to use for advertising Helps determine the best distribution for products LO 5 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 9

10 IV. Social Influences on Consumer Buying Decisions Identify and understand the social factors that affect consumer buying decisions LO 6 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 10

11 Social Influences Reference Groups Opinion Leaders An individual who influences the opinion of others. LO 6 Family Members Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 11

12 Exhibit 6.5 Types of Reference Groups LO 6 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 12

13 Influences of Reference Groups They serve as information sources and influence perceptions. They affect an individual s aspiration levels. Their norms either constrain or stimulate consumer behavior. LO 6 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 13

14 VI. Individual Influences on Consumer Buying Decisions Identify and understand the individual factors that affect consumer buying decisions LO 7 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 14

15 Individual Influences Gender Consumer tastes in food, clothing, cars, furniture, and recreation are often age related Age Life Cycle Marketers define target markets according to life cycle stages such as young singles or young married with children. Personality Self-Concept Lifestyle Personality combines psychological makeup and environmental forces Self-concept combines ideal self-image and real self-image. LO 7 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 15

16 VII. Psychological Influences on Consumer Buying Decisions Identify and understand the psychological factors that affect consumer buying decisions LO 8 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 16

17 Psychological Influences Perception Motivation Learning LO 8 Beliefs & Attitudes Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 17

18 Perception Selective Exposure Selective Distortion Consumer notices certain stimuli and ignores others Consumer changes or distorts information that conflicts with feelings or beliefs LO 8 Selective Retention Consumer remembers only that information that supports personal beliefs Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 18

19 Marketing Implications of Perception Ranks Important attributes Price is a perception of quality Brand names affect consumer perception Product or repositioning changes Foreign consumer perception Subliminal perception LO 8 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 19

20 Motivation Maslow s Hierarchy of Needs A method of classifying human needs and motivations into five categories in ascending order of importance. LO 8 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 20

21 Maslow s Hierarchy of Needs LO 8 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 21

22 Types of Learning Experiential Conceptual An experience changes behavior Not learned through direct experience LO 8 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 22

23 Beliefs and Attitudes Belief An organized pattern of knowledge that an individual holds as true about his or her world. Attitude A learned tendency to respond consistently toward a given object. (Positive or negative) LO 8 Chapter 6 Copyright 2012 by Cengage Learning Inc. All rights reserved 23