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Perspectives on Consumer Behavior

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Presentation on theme: "Perspectives on Consumer Behavior"— Presentation transcript:

1 Perspectives on Consumer Behavior
04 Perspectives on Consumer Behavior

2 Consumer Decision Making
Decision Stage Psychological Process Problem recognition Motivation Information search Perception Alternative evaluation Attitude formation Purchase decision Integration Learning Post-purchase evaluation 4-2

3 Sources of Problem Recognition
Out of Stock Dissatisfaction New Needs or Wants Related Products, Purchases Market-Induced Recognition New Products 4-3

4 Maslow’s Hierarchy of Needs
Social needs (sense of belonging, love) Safety needs (security, protection) Physiological needs (hunger, thirst) Esteem needs (self-esteem, recognition, status) Self- actualization needs (self-development and realization) 4-4

5 Freudian Psychoanalytic Approach
Strong inhibitions Symbolic meanings Subconscious Mind Complex and unclear motives Surrogate behaviors 4-5

6 The Perception Process
Receive Select Organize Interpret 4-6

7 Immediate, direct response of the senses
What is a sensation? Taste Hearing Immediate, direct response of the senses Smell Touch Sight 4-7

8 The Selective Perception Process
Selective Exposure Selective Attention Selective Comprehension Selective Retention 4-8

9 Evaluation of Alternatives
All Available Brands Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Brand J Brand K Brand L Brand M Brand N Brand O Evoked Set of Brands Brand B Brand E Brand F Brand I Brand M 4-9

10 Two Forms of Evaluation Criteria
Evaluative Criteria Objective Price Warranty Service Style Appearance Image Subjective 4-10

11 Consumers Have Many Attitudes
Individuals Products Ads Brands Attitudes Toward Media Companies Retailers Organizations 4-11

12 Ways to Change Attitudes
Change beliefs about an important attribute Change perceptions of the value of an attribute Add a new attribute to the attitude formation mix Change perceptions or beliefs about a competing brand 4-12

13 The Decision Process Integration processes Pre-evaluation Heuristics
Affect referral decision rule Decision Purchase intention Brand loyalty Post evaluation Satisfaction Cognitive dissonance Dis-satisfaction 4-13

14 How Consumers Learn Thinking
Based on intellectual evaluation and problem solving Conditioning Based on conditioning through association or reinforcement/ punishment Modeling Based on emulation (copying) of behavior of others 4-14

15 Situational Determinants
Purchase Situation Usage Situation Communications Situation 4-15

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