Marketing, lecture 4 ass.prof.I.I.Skorobogatykh (Ph.D) 1 Slide 5-2 CONSUMER

of Plekhanov REA marketing department
Irina I.Skorobogatykh (Ph.D)
Chapter

ABLE TO:
Understand Stages in the consumer decision process.

Evaluate three

TO:
Know the psychological influences affect on consumer behavior, particularly purchase

TO:
Recognize how marketers can use knowledge of consumer behavior to

Recognition: Perceiving a Need

person takes in purchasing and using products and services, including

Consumer Behavior

making choices about which products and services to buy is

Purchase Decision Process

Internal Search
External Search
Personal Sources
Public Sources
Market-Dominated Sources

Evaluative Criteria
Evoked Set
Purchase Decision: Buying Value
Post-purchase Behavior: Value in Consumption

Limited Problem Solving
Involvement and Problem-Solving Variations
Involvement
Extended Problem Solving
Situational

has in a particular purchase depends on the personal, social,

Involvement

purchase decision process

Personality
Motivation
Physiological Needs
Safety Needs
Social Needs
Personal Needs

Personality

Self-Concept

stimulates behavior to satisfy a need.
Motivation

Perception
Selective Perception
Selective Exposure
Selective Comprehension
Selective Retention
Perceived

an individual selects, organizes, and interprets information to create a

Perception

and Attitudes
Attitude Formation
Attitude
Beliefs
Attitude Change

VALS™

Opinion Leaders
Reference Groups
Word of Mouth
Membership Group
Aspiration Group

influence over others.
Opinion Leaders

called word of mouth.
Word of Mouth

an individual looks as a basis for self-appraisal or as a

Reference Groups

Consumer Socialization
Family Life Cycle
Family Decision Making

the distinct phases that a family progresses through from formation

Family Life Cycle

Patterns
Hispanic Buying Patterns
Asian-American Buying Patterns
SOCIOCULTURAL INFLUENCES ON CONSUMER

What subcultures in RF do you know?

culture with unique values, ideas, and attitudes are referred to as subcultures.
Subcultures

behaviors or responses to recurring situations.
Personality

because the consumer cannot anticipate the outcomes of a purchase

Perceived Risk

result from (1) repeated experience and (2) reasoning.
Learning

toward and consistent purchase of a single brand over time.
Brand

to respond to an object or class of objects in

Attitude

product or brand performs on different attributes.
Beliefs