consumerbehavior

Information about consumerbehavior

Published on January 28, 2008

Author: Penelope

Source: authorstream.com

Content

Consumer Behavior:  Consumer Behavior Factors influencing Consumer Behavior:  Factors influencing Consumer Behavior Psychological variables Problem-solving processes Social influences Psychological Variables:  Psychological Variables Motivation Needs Wants Drives Psychological Variables:  Psychological Variables Learning Behavioral learning drive cue response reinforcement Psychological Variables:  Psychological Variables Learning (cont’d) Cognitive learning problem identification information search evaluation of alternatives purchase postpurchase evaluation Psychological Variables:  Psychological Variables Perception Selective exposure Selective distortion Selective retention Perceived risk Just noticeable difference Psychological Variables:  Psychological Variables Evaluating alternatives Evaluative criteria Evoked set Psychological Variables:  Psychological Variables Beliefs vs attitudes Beliefs What a person thinks about something Relatively easy to change Psychological Variables:  Psychological Variables Beliefs vs. attitudes (cont’d) Attitudes enduring points of view slow to change formed by: a consumer’s beliefs about product attributes the importance the consumer attaches to those attributes Psychological Variables:  Psychological Variables Beliefs vs. attitudes (cont’d) Brand loyalty favorable attitude toward and consistent purchase of a brand over time Psychological Variables:  Psychological Variables Lifestyles activities interests opinions Problem-Solving Processes:  Problem-Solving Processes Involvement High Low Problem-Solving Processes:  Problem-Solving Processes Significant differences between brands High Involvement Low Involvement Few differences between brands Complex Buying Behavior Variety-seeking buying behavior Dissonance-reducing Buying Behavior Habitual Buying Behavior Problem Solving Processes:  Problem Solving Processes Complex Buying Behavior Beliefs Attitudes Purchase Decision Problem Solving Processes (cont’d):  Problem Solving Processes (cont’d) Dissonance-Reducing Behavior Purchase Dissonance New Beliefs Attitude Problem-Solving Processes (cont’d):  Problem-Solving Processes (cont’d) Habitual Buying Behavior beliefs passive learning purchase behavior evaluation (sometimes) Problem-Solving Processes:  Problem-Solving Processes Variety-seeking buying behavior Problem-Solving Processes:  Problem-Solving Processes Relationship between involvement, learning, and buying behavior High involvement cognitive learning complex buying behavior dissonance-reducing buying behavior Problem-Solving Processes:  Problem-Solving Processes Relationship between involvement, learning, and buying behavior (cont’d) Low involvement behavioral learning habitual buying behavior variety-seeking buying behavior Problem-Solving Processes:  Problem-Solving Processes Strategic Implications To sell products under conditions of complex buying behavior and dissonance-reducing buying behavior: present fact-based information use rational arguments Problem-Solving Processes:  Problem-Solving Processes Strategic Implications (cont’d) To sell products under conditions of habitual buying behavior, increase involvement by: high repetition of messages focus on an involving issue (bad breath, dandruff) use strong emotions in messages Problem-Solving Processes:  Problem-Solving Processes Strategic Implications (cont’d) To sell products under conditions of variety-seeking buying behavior: offer multiple brands use sales promotions to encourage switching Social Influences :  Social Influences Word-of-mouth communication Family influences Social class Reference groups Opinion leadership Culture

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