1. Synopsis of Consumer Behavior MKT 750 Professor West

2. Adopting a Customer Orientation Your goal should be to build strong bonds with your customers by servicing them better than any of your competitors

3. Adopting a Customer Orientation Understand their currently identified, and unidentified needs and desires Solicit input early and often in the design and marketing of goods and services Monitor customer attitudes and beliefs, as well as industry and demographic trends

4. Adopting a Customer Orientation Deliver on your promises Listen carefully to your customers Clearly communicate what you have to offer and how it will meet their needs Manage customer expectations by not overselling Let your customers become your missionaries rather than your terrorists

5. Psychological Decision Making Information Processing Psychological Decision Making Information Processing Getting to Know Your Customers Social Word of Mouth Family Social Word of Mouth Family Personal Life-cycle Lifestyle Personal Life-cycle Lifestyle Cultural Culture Sub- Culture Cohorts Cultural Culture Sub- Culture Cohorts

6. 6 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings attitude & perception measurement Essential Tools: Customer Decision Making

7. 7 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings communication & reminders Essential Tools: Customer Decision Making

8. Exposure Attention Comprehension Acceptance Retention challenging today Essential Tools: Information Processing

9. Exposure Attention Comprehension Acceptance Retention use it well once you have it Essential Tools: Information Processing

10. Exposure Attention Comprehension Acceptance Retention interpretation & involvement Essential Tools: Information Processing

11. Exposure Attention Comprehension Acceptance Retention selecting a credible source Essential Tools: Information Processing

12. Exposure Attention Comprehension Acceptance Retention understand the process Essential Tools: Information Processing

13. 13 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings communication & reminders Essential Tools: Customer Decision Making

14. 14 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings create brand awareness and recognition Essential Tools: Customer Decision Making

15. 15 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings sources of influence Essential Tools: Customer Decision Making

16. 16 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings rational & emotional decision making Essential Tools: Customer Decision Making

17. 17 Preferences & Beliefs Need Recognition Search Evaluation Purchase Decision Post-Purchase Feelings expectation setting & customer satisfaction Essential Tools: Customer Decision Making

18. Evaluating a Communication Campaign Who is the target market and how will they respond? How involved is the consumer? What is the nature of the purchase? Functional vs Hedonic First-time purchase vs Repeat purchase

19. MOTIVES FOR PURCHASING ThinkFeel Insurance Sports Car High Economy Cars Perfume Tires Wine Credit Cards INVOLVEMENT Medications Sun-Tan Lotion Pizza Low Liquid Bleach Beer Razors Soft Drinks Paper Towels Foote, Cone & Belding Grid III IIIIV

20. Foote Cone & Belding Grid Quadrant I: Informational approach emphasizing performance Quadrant II: Emotional appeals linked to self-image Quadrant III: Repetitive appeals (maintain awareness and encourage repeat purchase) Quadrant IV: Apply classical conditioning (develop continuity between a symbol and the product) I I II III IV

21. Evaluating a Communications Campaign What is the objective of the campaign? AIDA & Hierarchy of Effects Persuasion/Changing Attitudes What are indicators of success or failure?

22. Stages of Information Processing: Tactical Decisions: Exposure AttentionComprehension Yielding Retention Channel Source Vehicle Message Execution Evaluating a Communications Campaign Were the right tactical decisions made?

23. Secrets to Success Learning never ends Stay on top of industry trends Monitor demographic shifts and lifestyle changes Read broadly

24. Secrets to Success Do your best… At servicing your customers … they will pay you back many fold in return with loyal patronage Strive to make a positive difference as an employee Enjoy what you do…it’s contagious!