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Chapter 6 Analyzing Consumer Markets
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Chapter 6 Analyzing Consumer Markets
1.
http://maryannecuartero.blogspot.co m ANALYZING CONSUMER MARKETS Mary Anne Cuartero September
18, 2013
2.
http://maryannecuartero.blogspot.co m Key Questions 1. What
Influences Consumer Behavior? 2. What are the Three Theories of Human Motivation? 3. What are the Five Stages of Consumer Buying Process? 4. What is Behavioral Decision Theory?
3.
http://maryannecuartero.blogspot.co m What is Consumer Behavior? Study
of how individuals, groups, and organizations select, buy, use, and dispose of goods services, ideas or experiences to satisfy their needs and wants
4.
http://maryannecuartero.blogspot.co m Concept 1: What
Influnces Consumer Behavior? Cultural Factors Social Factors Personal Factors
5.
http://maryannecuartero.blogspot.co m Cultural Factors Subcultures Nationalities Racial Groups Religions Geographical
Locations
6.
http://maryannecuartero.blogspot.co m Social Factors A. Reference
Groups Primary Groups - family, friends, neighbors, co-workers Secondary Groups – religious, professional, trade-union groups
7.
http://maryannecuartero.blogspot.co m Social Factors Aspirational Groups
– those that a person wishes to join Dissociative Groups – those whose values or behavior an individual rejects
8.
http://maryannecuartero.blogspot.co m Social Factors B. Family 2
Families in a Buyer’s Life: 1.Family of Orientation 2.Family of Procreation
9.
http://maryannecuartero.blogspot.co m Social Factors C. Roles
and Status
10.
http://maryannecuartero.blogspot.co m Personal Factors Age and
Stage in the Lifecycle
11.
http://maryannecuartero.blogspot.co m Personal Factors Occupation Economic Circumstances Personality
and Self Concept
12.
http://maryannecuartero.blogspot.co m Personal Factors Lifestyle Time Money Constrained
Constrained Values
13.
http://maryannecuartero.blogspot.co m Concept 2: Freud’s Theory
of Human Motivation Freud’s Theory Behavior is guided by subconscious motivations
14.
http://maryannecuartero.blogspot.co m Concept 3: Maslow’s Theory
of Human Motivation Maslow’s Hierarchy of Needs Behavior is driven by lowest, unmet need
15.
http://maryannecuartero.blogspot.co m Concept 4: Herzberg’s Theory
of Human Motivation Herzberg’s Two-Factor Theory Behavior is guided by motivating and hygiene factors
16.
http://maryannecuartero.blogspot.co m Concept 5: Buying Decision
Process 1. Problem Recognition Internal External Stimuli Stimuli
17.
http://maryannecuartero.blogspot.co m Buying Decision Process 2.
Information Search
18.
http://maryannecuartero.blogspot.co m Buying Decision Process 3.
Evaluation of Alternatives Beliefs and Attitudes Expectancy Value Model
19.
http://maryannecuartero.blogspot.co m Buying Decision Process 4.
Purchase Decision Non-compensatory Models of Consumer Choice – decision short-cuts Cojunctive Heuristic
20.
http://maryannecuartero.blogspot.co m Buying Decision Process Lexicographic
Heuristic Elimination by Aspect Heuristic
21.
http://maryannecuartero.blogspot.co m Buying Decision Process Intervening
Factors Influence of Others Unanticipated Situational Factors Mitsubishi to recall Montero units due to weld issues
22.
http://maryannecuartero.blogspot.co m Buying Decision Process 5.
Post-purchase Behavior
23.
http://maryannecuartero.blogspot.co m Concept 6: Behavior Decision
Theory • Consumers don’t always make deliberate or rational decisions. Decision Heuretics 1. Availability Heuristic – decision based on a past outcome
24.
http://maryannecuartero.blogspot.co m Behavior Decision Theory 2.
Representativeness Heuristic – predictions based on how similar the outcome is to other examples 3.Anchoring and Adjustment Heuristic – first impressions
25.
http://maryannecuartero.blogspot.co m Conclusion Marketers must have
a thorough understanding of how consumers think, feel, and act. A connection must be made between companies and consumers
26.
http://maryannecuartero.blogspot.co m ANALYZING CONSUMER MARKETS Mary Anne Cuartero September
18, 2013
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