1. Marketing Starts with Customers
Chapter 6

2. How are customers who are aware of UNO as a pizza restaurant likely to react to this ad?
Why would a company that has developed a reputation for one type of product emphasize a very different product in its advertising?

3. What motivates buyers?
6.2

4. Learning Objectives
Distinguish the types of buying motives.
Describe the five steps of the consumer decision-making process.

5. Motivation
Set of positive or negative factors that direct individual behavior.
Short-term
Long-term
Important factor in behavior as consumer
Buying Motives – reasons that you buy
Hedonic
Rational
Patronage

6. Hedonic Motives Reasons to purchase based on feelings and emotions.
Seek pleasure, avoid pain
Pleasure = love, affection, passion, happiness
Avoid = guilt, fear, anxiety
Marketers utilize people’s emotional motives

7. Rational Motives Reasons to buy based on facts or logic.
Saving time or money
Obtaining the highest quality/greatest value
Important for expensive purchases
Business consumers most used motive

8. Patronage Motives Reasons to buy based on loyalty.
Purchase from particular business/buy particular brand
Influenced by positive previous experiences
Close identification with product or business

9. Consumer Decision Making Process
Buying Behavior – decision processes and actions of consumers as they buy products/services.
Consumer Decision Making Process - 5 step process by which consumers collect and analyze info to make choices among alternatives.

10. 1. Problem Recognition Consumer recognizes need, desire or problem
Decide strength of need and urgency

11. 2. Information search Gather info about alternative solutions
Process used depends on past experience

12. 3. Evaluate Alternatives
Evaluate the various alternatives to determine which is best.
Summarize info
Compare pros and cons
Making trade-offs
Ranking the alternatives

13. 4. Purchase Suitable choice available = purchase
Agreement with business
What you will buy
The price
Payment method
How you will obtain product/service

14. 5. Postpurchase Evaluation
Determine whether need was as important as originally thought
Need IMPORTANT, product did NOT satisfy
Need IMPORTANT, product DID satisfy
Need NOT IMPORTANT

15. Reasons to purchase based on feelings are ________ motives.
Hedonic
Rational
Patronage
Consumer
Exit Ticket
On a scratch piece of paper, determine the best answer.

16. Patronage motives are based on loyalty.
Exit Ticket
True or False?
Patronage motives are based on loyalty.
On a scratch piece of paper, determine the best answer.

17. The decision processes and actions of consumers as they buy services and products are known as
Purchase decisions
Buying behavior
The consumer decision-making process
Postpurchase evaluation
Exit Ticket
On a scratch piece of paper, determine the best answer.

18. The first step in the consumer decision- making process is
Exit Ticket
The first step in the consumer decision- making process is
Information search
Purchase decision
Alternative evaluation
Problem recognition
On a scratch piece of paper, determine the best answer.

19. Recently marketers have been paying more attention to ________ evaluation to ensure customers are satisfied with their purchases.
Exit Ticket
On a scratch piece of paper, determine the best answer.