Belch 12e PPT Ch04 Accessible
Belch 12e PPT Ch04 Accessible
Belch 12e PPT Ch04 Accessible
Chapter 4
© 2021 McGraw Hill. All rights reserved. Authorized only for instructor use in the classroom.
No reproduction or further distribution permitted without the prior written consent of McGraw Hill.
Learning Objectives
© McGraw Hill 2
An Overview of Consumer Behavior
Consumer Behavior
• Process and activities people engage in with relation to products and
services to satisfy their needs and desires.
• Searching for.
• Selecting.
• Purchasing.
• Using.
• Evaluating.
• Disposing of.
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Figure 4-1 Basic Model of Consumer Decision Making
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The Consumer Decision-Making Process 1
Problem Recognition
• Consumer perceives a need and gets motivated to solve the problem.
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The Consumer Decision-Making Process 2
• Hierarchy of needs
• Lower-level physiological and safety needs must be satisfied before
higher-order needs become meaningful.
LO4-3
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Figure 4-2 Maslow’s Hierarchy of Needs
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Exhibit 4-5
© McGraw Hill Sources: Toyota Motor Sales, U.S.A., Inc.; Jaguar Land Rover North America, LLC. All Rights Reserved 8
The Consumer Decision-Making Process 3
• Motivation research:
• Use psychoanalytic techniques to determine consumers’ purchase
motivations.
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Figure 4-3 Some of the Marketing Research Methods
Used to Probe the Mind of the Consumer
In-depth interviews
Face-to-face situations in which an interviewer asks a consumer to talk freely in
an unstructured interview using specific questions designed to obtain insights into
his or her motives, ideas, or opinions.
Projective techniques
Efforts designed to gain insights into consumers’ values, motives, attitudes, or
needs that are difficult to express or identify by having them project these internal
states upon some external object.
Association tests
A technique in which an individual is asked to respond with the first thing that
comes to mind when he or she is presented with a stimulus; the stimulus may be
a word, picture, ad, and so on.
Focus groups
A small number of people with similar backgrounds and/or interests who are
brought together to discuss a particular product, idea, or issue.
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The Consumer Decision-Making Process 4
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The Consumer Decision-Making Process 5
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The Consumer Decision-Making Process 6
Information Search
• Internal search: Information retrieval that involves recalling:
• Past experiences.
• Information regarding various purchase alternatives.
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Exhibit 4-7
© McGraw Hill 14
The Consumer Decision-Making Process 7
• Time available.
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The Consumer Decision-Making Process 8
Perception
• Receiving, selecting, organizing, and interpreting information to create
meaningful picture of the world.
• Depends on:
• Internal factors.
• Characteristics of a stimulus.
Perception continued
• Sensation:
• Immediate, direct response of the senses to stimulus.
• Selecting information:
• Internal psychological factors determine what one focuses on and/or
ignores.
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The Consumer Decision-Making Process 10
Perception continued
• Interpreting the information:
• Organizing and categorizing information influenced by:
• Selective perception:
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Figure 4-4 The Selective Perception Process
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The Consumer Decision-Making Process 11
Perception continued
• Selective perception:
• Selective exposure:
• Consumers choose whether or not to make themselves available to
information.
• Selective attention:
• Consumers choose to focus attention on certain stimuli and not others.
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The Consumer Decision-Making Process 12
Perception continued
• Selective perception: continued
• Selective comprehension:
• Selective retention:
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The Consumer Decision-Making Process 13
Perception continued
• Subliminal perception:
• Ability to perceive stimulus that is below the level of conscious awareness.
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The Consumer Decision-Making Process 14
Alternative Evaluation
• Comparing brands that have been identified as capable of:
• Solving the consumption problem.
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Exhibit 4-11
• Objective or subjective.
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The Consumer Decision-Making Process 16
• Subprocesses:
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The Consumer Decision-Making Process 17
Attitudes
• Learned predispositions to respond to an object.
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The Consumer Decision-Making Process 18
Attitudes continued
• Multiattribute attitude model:
• Attributes of product or brand provide basis on which consumers form
attitudes.
• Salient beliefs:
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The Consumer Decision-Making Process 19
Attitudes continued
• Multiattribute attitude model: continued
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AB Bi Ei
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The Consumer Decision-Making Process 20
Attitudes continued
• Attitude change strategies:
• Changing strength or belief rating of brand on an important attribute.
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Exhibit 4-12
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Exhibit 4-13
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The Consumer Decision-Making Process 22
Purchase Decision
• Purchase intention:
• Predisposition to buy a certain brand by matching purchase motives with
attributes of brands considered.
• Brand loyalty:
• Preference for a particular brand that results in repeated purchases.
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Figure 4-5 Brands That Have the Most Brand Loyalty
Postpurchase Evaluation
• Satisfaction occurs when consumer’s expectations are met or
exceeded.
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The Consumer Decision-Making Process 24
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The Consumer Learning Process 1
LO4-4
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Figure 4-6 The Classical Conditioning Process
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Exhibit 4-16
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Figure 4-7 Instrumental Conditioning in Marketing
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The Consumer Learning Process 3
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Figure 4-8 Application of Shaping Procedures in
Marketing
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The Consumer Learning Process 4
• Perception.
• Integration.
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Figure 4-9 The Cognitive Learning Process
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Environmental Influences on Consumer Behavior 1
Culture
• Complexity of learned meanings, values, norms, and customs shared
by members of society.
Subcultures
• Smaller segments within a culture, whose beliefs, values, norms, and
patterns of behavior set them apart from the larger cultural
mainstream.
• Social class:
• Homogeneous divisions in a society into which people sharing similar
lifestyles, values, norms, interests, and behaviors can be grouped.
LO4-5
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Exhibit 4-18
© McGraw Hill 48
Environmental Influences on Consumer Behavior 2
Reference Groups
• Group whose presumed perspectives or values are being used by an
individual as basis for judgments, opinions, and actions.
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Figure 4-11 Roles in the Family Decision-Making Process
The initiator. The person responsible for initiating the purchase decision process—
for example, the mother who determines she needs a new car.
The information provider. The individual responsible for gathering information to
be used in making the decision—for example, the teenage car buff who knows
where to find product information in specific magazines or collects it from dealers.
The influencer. The person who exerts influence as to what criteria will be used in
the selection process. All members of the family may be involved. The mother may
have her criteria, whereas others may each have their own input.
The decision maker(s). The person (or persons) who actually makes (make) the
decision. In our example, it may be the mother alone or in combination with another
family member.
The purchasing agent. The individual who performs the physical act of making the
purchase. In the case of a car, a husband and wife may decide to choose it together
and sign the purchase agreement.
The consumer. The actual user of the product. In the case of a family car, all family
members are consumers. For a private car, only the mother might be the consumer.
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Alternative Approaches to Consumer Behavior
New Methodologies
• Qualitative methods.
LO4-6
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© 2021 McGraw Hill. All rights reserved. Authorized only for instructor use in the classroom.
No reproduction or further distribution permitted without the prior written consent of McGraw Hill.