Lecture M: Marketing (4/e) - Chapter 6: Consumer behavior

Chapter 6: Consumer behavior. After reading this chapter, you should be able to: Articulate the steps in the consumer buying process, describe the difference between functional and psychological needs, describe factors that affect information search, discuss postpurchase outcomes, list the factors that affect the consumer decision process, describe how involvement influences the consumer decision process.

chapter six consumer behavior Copyright © 2015 McGraw­Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw­Hill Education LEARNING OBJECTIVES LO 6-1 LO 6-2 LO 6-3 LO 6-4 LO 6-5 LO 6-6 Articulate the steps in the consumer buying process Describe the difference between functional and psychological needs Describe factors that affect information search Discuss postpurchase outcomes List the factors that affect the consumer decision process Describe how involvement influences the consumer decision process 6­2 The Consumer Decision Process Need Recognition Psychological needs ©Digital Vision/PunchStock Royalty-Free/CORBIS Functional needs 6­3 The Consumer Decision Process Search for Information Courtesy of Refinery29.com 6­4 Factors Affecting Consumers’  Search Process Perceived Benefits Perceived Costs 6­5 The Locus of Control Internal Locus of Control = more search activities Royalty-Free/CORBIS External Locus of Control = Fate, external factors ©Comstock/JupiterImages 6­6 Actual or Perceived Risk 6­7 The Consumer Decision Process Evaluation of Alternatives: Attribute Sets 6­8 The Consumer Decision Process Evaluation of Alternatives: Evaluate Criteria Digital Vision/Getty Images What are some of the features of a vacation that would be in your evaluative criteria? 6­9 The Consumer Decision Process Evaluation of Alternatives:  Consumer Decision Rules Cheerios 10 Post Kashi 10 If the consumer makes 8.2 a decision using a compensatory decision rule, which cereal will they 7.1 choose? If the consumer makes a decision based only on 7.2 Natural or Organic claims, which cereal will they choose? All photos: ©M Hruby 6­10 Glossary A consumer’s evoked set comprises the alternative brands or stores that the consumer states he or she would consider when making a purchase decision Return to slide 6­30 Glossary Extended problem solving occurs during a purchase decision that calls for a lot of effort and time Return to slide 6­31 Glossary Functional needs pertain to the performance of a product or service Return to slide 6­32 Glossary Habitual decision making describes a purchase decision process in which consumers engage little conscious effort Return to slide 6­33 Glossary Impulse buying is a buying decision made by customers on the spot when they see the merchandise Return to slide 6­34 Glossary Involvement is the consumer’s degree of interest in the product or service Return to slide 6­35 Glossary Limited problem solving occurs during a purchase decision that calls for, at most, a moderate amount of effort and time Return to slide 6­36 Glossary Perception is the process by which we select, organize, and interpret information to form a meaningful picture of the world Return to slide 6­37 Glossary Psychological needs pertain to the personal gratification consumers associate with a product and/or service Return to slide 6­38 Glossary Retrieval sets are the brands or stores that can be readily brought forth from memory Return to slide 6­39 Glossary Ritual consumption is a pattern of behaviors tied to life events that affect what and how we consume Return to slide 6­40 Glossary Shopping goods/services are products or services for which consumers will spend time comparing alternatives Return to slide 6­41 Glossary Situational factors are factors specific to the situation Return to slide 6­42 Glossary Specialty goods/services are products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers Return to slide 6­43 Glossary Universal sets include all possible choices for a product category Return to slide 6­44 ...LEARNING OBJECTIVES LO 6-1 LO 6-2 LO 6-3 LO 6-4 LO 6-5 LO 6-6 Articulate the steps in the consumer buying process Describe the difference between functional... postpurchase outcomes List the factors that affect the consumer decision process Describe how involvement influences the consumer decision process 6­2 The Consumer Decision Process Need Recognition Psychological... ©Digital Vision/PunchStock Royalty-Free/CORBIS Functional needs 6­3 The Consumer Decision Process Search for Information Courtesy of Refinery29.com 6­4 Factors Affecting Consumers’  Search Process Perceived