1. MARKETING BEGINS WITH CUSTOMERS
CHAPTER 06
4/26/2017
MARKETING BEGINS WITH CUSTOMERS
6.1 Understanding Consumer Behavior
6.2 What Motivates Buyers?
6.3 Types Of Decision-Making
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MARKETING

2. UNDERSTANDING CONSUMER BEHAVIOR
GOALS for Lesson 6.1
Describe the importance of understanding consumer behavior.
Demonstrate and understanding of consumer wants and needs.
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3. Consumer Behavior Final consumers Business consumers
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4. Consumers’ Wants and Needs
A want is an unfulfilled desire.
A need is anything you require to live.
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5. Maslow’s Hierarchy of Needs
Self-Actualization (to realize your potential)
Esteem (respect and recognition)
Social (friends, love, belonging)
Security (physical safety and economic security)
Physiological (food, sleep, water, shelter, air)
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6. WHAT MOTIVATES BUYERS? GOALS for Lesson 6.2
Distinguish between different buying motives.
Describe the five steps of the consumer decision-making process.
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7. Buying Motives Emotional motives Rational motives Patronage motives
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8. The Decision-Making Process
Postpurchase Evaluation
Purchase
Alternative Evaluation
Information Search
Problem Recognition
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9. TYPES OF DECISION-MAKING
GOALS for Lesson 6.3
Describe the influences on the consumer decision-making process.
Explain how consumers and businesses use routine, limited, and extensive decision-making.
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10. Influences on the Consumer Decision-Making Process
Personality
Social class
Cultural environment
Reference groups
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11. Types of Decision-Making
Routine decision-making
Limited decision-making
Extensive decision-making
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12. Marketers’ Response If the consumer considers alternatives
If the consumer is brand-loyal
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