Lecture Basic Marketing: A global managerial approach - Chapter 6: Behavioural dimensions of the consumer market

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In chapter 6 you will learn: Understand the economic-buyer model of buyer behaviour, understand how psychological variables affect an individual's buying behaviour, understand how social influences affect an individual's and a household's buying behaviour, see why the purchase situation has an effect on consumer behaviour, know how consumers use problem-solving processes, understand the important new terms (shown in the margin).

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Nội dung Text: Lecture Basic Marketing: A global managerial approach - Chapter 6: Behavioural dimensions of the consumer market

Chapter 6: Behavioural Dimensions of the Consumer Market For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
A Model of Buyer Behaviour Marketing Mixes All Other Stimuli Psychological Social Purchase Variables Influence Situation Motivation Family Purchase Reason Perception Social Class Time Learning Reference Groups Surroundings Attitude Culture Personality/Lifestyle Person Making Decision Problem-Solving Process Exhibit 61 Person Does or Does 62 Not Purchase For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
The PSSP Hierarchy of Needs Personal Needs Social Needs Safety Needs Physiological Needs 63 Exhibit 63 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
The Learning Process Drive Cues Reinforcement Response 64 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Lifestyle Dimensions ??????? Activities Activities ??????? ??????? Interests Interests ??????? ??????? Opinions Opinions 65 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Purchase Situation Influences ??????? Purchase Purchase Reason Reason ??????? ??????? Time Time ??????? ??????? Surroundings Surroundings 66 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
The Consumer Problem-Solving Process Marketing mixes All other stimuli Psychological Purchase Social Influences Situation Variables Person making decision Need-want Awareness Routinized Response Information Search Feedback of information Set Criteria as attitudes Decide on Solution Postpone Purchase Product Decision Post-purchase Exhibit 67 Evaluation 67 Response For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Levels of Problem Solving Low involvement High involvement Frequently purchased Infrequently purchased Inexpensive Expensive Little risk High risk Little information needed Much information desired Routinized Limited Extensive Response Problem Problem Behaviour Solving Solving Low Involvement High Involvement Involvement Continuum 68 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
The Adoption Process Awareness Interest Evaluation Trial Decision Confirmation 69 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.