What’s Happening? Folgers Ads tygirlzjan22,0,5205363.story

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Presentation transcript:

What’s Happening? Folgers Ads tygirlzjan22,0, story tygirlzjan22,0, story 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

Consumer Buyer Behaviours Chapter 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

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

Information Search Two ways of gathering information: 1.Internally 2.Externally

Attitude Sequence Cognitive  Affective  Conative Affective  Conative  Cognitive Conative  Cognitive  Affective

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

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.

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

Trends and Factors in the Consumer Buying Environment Age complexity Gender complexity Individualism Active, busy lifestyles Time pressures Cocooning Pleasure binges Emphasis on health

The Purchase Decision Decision to purchase a particular product may based on several decisions: ____________

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

An advertisement directed to first families and the arrival of a new baby.

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

Starbucks Video nalds_mccafe_hipsters_commercial.htm nalds_mccafe_hipsters_commercial.htm