CHAPTER 2-customer behavior pdf

PART 2: CUSTOMER BEHAVIOR (chapter 5+6) Slide 5-18 Influences on the consumer purchase decision process Sociocultural influence - Culture  Culture refers to the set of values, ideas and attitudes that are learned and shared among the members of a group Social class Subcultur e Culture Slide 5-94 Social class is the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped. Social Class Slide 5-95 Subcultures are subgroups within the larger, or national, culture with unique values, ideas, and attitudes Subcultures Subculture SOUTHERN NORTHERN Coffee Morning Evening Thank you Emotionless Moved Dressing Casual: Shorts, flip- flops to Rex hotel Motorbike taxi driver in vest Prosperity Spending a lot of money Having a lot of money Weekend Eating – out Cooking together Advertising Funny Polite Money Input of business Saving Culture Sociocultural influence - Reference Groups People to whom an individual looks as a basis for self-appraisal or as a source of personal standards. Reference groupsMembership groupFamily, friendAspiration groupActors, singers,Dissociative groupMaintain distance [...]... Sociocultural influence - Family What is the difference in consumer behavior between procreation and orientation family? Slide 5-46888a Word of mouth influence Slide 5-41 Family Life Cycle The family life cycle describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors Slide 5-93 Family life-cycle Married, no children... PSYCHOLOGICAL INFLUENCES  Motivation  Personality  Perception Slide 5-22 Motivation Motivation is the energizing force that stimulates behavior to satisfy a need Theory of Maslow and Sigmund Freud Slide 5-78 Motivation • Motivation is the energizing force that stimulates behavior to satisfy a need Perceived risk Need Perception Perception is the process by which an individual selects, organizes, and interprets... stages a buyer passes through in making choices about which products and services to buy Slide 5-72 Purchase decision process Information search Problem Alternative Purchase Postpurc evaluation decision behavior Problem recognition Internal stimulation External stimulation Information search Internal search External search INTERNAL SEARCH • Customers get information from “personal experience” in the past... CRITERIA CONSIDERATION SET What new car buyers consider most important in deciding what new car to buy Slide 5-11 Purchasing decision Other’s attitude and consumer’s respond Situational factors Postpurchase behavior Unsatisfied satisfied . PART 2: CUSTOMER BEHAVIOR (chapter 5+6) Slide 5-18 Influences on the consumer purchase decision process Sociocultural. energizing force that stimulates behavior to satisfy a need. Theory of Maslow and Sigmund Freud Motivation • Motivation is the energizing force that stimulates behavior to satisfy a need Perceived. groupMaintain distance Word of Mouth Sociocultural influence - Family What is the difference in consumer behavior between procreation and orientation family? Slide 5-46888a Slide 5-41 Word of mouth influence Slide