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

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Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-5AFTER THIS LECTURE YOU SHOULD BE ABLE TO: Understand Stages in the consumer decision process.Evaluate three variations of the consumer decision process: routine, limited, and extended

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Слайд 1Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-2
CONSUMER BEHAVIOR
Lecture 4_ consumer behavior
Associate professor

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

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-2CONSUMER BEHAVIORLecture 4_ consumer behaviorAssociate professor of Plekhanov REA marketing departmentIrina I.Skorobogatykh (Ph.D)Chapter

Слайд 2Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-5
AFTER THIS LECTURE YOU SHOULD BE

ABLE TO:
Understand Stages in the consumer decision process.

Evaluate three

variations of the consumer decision process: routine, limited, and extended problem solving.
Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-5AFTER THIS LECTURE YOU SHOULD BE ABLE TO: Understand Stages in the

Слайд 3Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-6
AFTER THIS LECTURE YOU SHOULD BE ABLE

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

decision processes.

Explain major sociocultural influences on consumer behavior and their effects on purchase decisions.
Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-6AFTER THIS LECTURE YOU SHOULD BE ABLE TO:Know the psychological influences affect on

Слайд 4Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-7
AFTER THIS LECTURE YOU SHOULD BE ABLE

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

better understand and influence individual and family purchases.
Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-7AFTER THIS LECTURE YOU SHOULD BE ABLE TO:Recognize how marketers can use knowledge

Слайд 5Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
CONSUMER PURCHASE DECISION PROCESS
Slide 5-10
Consumer Behavior
Purchase Decision Process
Problem

Recognition: Perceiving a Need

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)CONSUMER PURCHASE DECISION PROCESSSlide 5-10Consumer BehaviorPurchase Decision ProcessProblem Recognition: Perceiving a Need

Слайд 6Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-78
Consumer behavior is the actions a

person takes in purchasing and using products and services, including

the mental and social processes that come before and after these actions.

Consumer Behavior

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-78Consumer behavior is the actions a person takes in purchasing and using products

Слайд 7Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-11
Purchase decision process

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-11Purchase decision process

Слайд 8Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-79
The stages a buyer passes through in

making choices about which products and services to buy is

the purchase decision process.

Purchase Decision Process

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-79The stages a buyer passes through in making choices about which products and

Слайд 9Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
CONSUMER PURCHASE DECISION PROCESS
Slide 5-12
Information Search: Seeking Value

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

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)CONSUMER PURCHASE DECISION PROCESSSlide 5-12Information Search: Seeking Value Internal Search External Search Personal Sources

Слайд 10Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
CONSUMER PURCHASE DECISION PROCESS
Slide 5-14
Alternative Evaluation: Assessing Value

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

or Use
Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)CONSUMER PURCHASE DECISION PROCESSSlide 5-14Alternative Evaluation: Assessing Value Evaluative Criteria Evoked SetPurchase Decision: Buying

Слайд 11Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
CONSUMER PURCHASE DECISION PROCESS
Slide 5-16
Routine Problem Solving

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

Influences
Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)CONSUMER PURCHASE DECISION PROCESSSlide 5-16 Routine Problem Solving Limited Problem SolvingInvolvement and Problem-Solving Variations

Слайд 12Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-80
The level of involvement a consumer

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

and economic consequences of that purchase to the consumer.

Involvement

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-80The level of involvement a consumer has in a particular purchase depends on

Слайд 13Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-18
Consumer involvement, knowledge, and problem-solving variations

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-18Consumer involvement, knowledge, and problem-solving variations

Слайд 14Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-19
Influences on the consumer

purchase decision process

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-19 Influences on the consumer purchase decision process

Слайд 15Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-22
Motivation and

Personality
Motivation
Physiological Needs
Safety Needs
Social Needs
Personal Needs

Self-Actualization Needs

Personality

Self-Concept

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIORSlide 5-22Motivation and Personality Motivation Physiological Needs Safety Needs Social

Слайд 16Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-81
Motivation is the energizing force that

stimulates behavior to satisfy a need.
Motivation

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-81Motivation is the energizing force that stimulates behavior to satisfy a need.Motivation

Слайд 17Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-23
Maslow’s Hierarchy of needs

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-23Maslow’s Hierarchy of needs

Слайд 18Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-24
Perception
Selective

Perception
Selective Perception
Selective Exposure
Selective Comprehension
Selective Retention
Perceived

Risk
Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIORSlide 5-24Perception Selective Perception Selective Perception Selective Exposure Selective Comprehension

Слайд 19Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-83
Perception is the process by which

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

meaningful picture of the world.

Perception

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-83Perception is the process by which an individual selects, organizes, and interprets information

Слайд 20Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-25
Selective perception filters

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-25Selective perception filters

Слайд 21Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-31
Values, Beliefs,

and Attitudes
Attitude Formation
Attitude
Beliefs
Attitude Change

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIORSlide 5-31Values, Beliefs, and Attitudes Attitude Formation Attitude Beliefs Attitude

Слайд 22Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-34
Lifestyle
Psychographics

VALS™

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIORSlide 5-34Lifestyle Psychographics VALS™

Слайд 23Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-35
VALS™ psychographic segments

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-35VALS™ psychographic segments

Слайд 24Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-39
Personal Influence

Opinion Leaders
Reference Groups
Word of Mouth
Membership Group
Aspiration Group

Dissociative Group
Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIORSlide 5-39Personal Influence Opinion LeadersReference Groups Word of Mouth Membership

Слайд 25Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-89
Opinion leaders individuals who have social

influence over others.
Opinion Leaders

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-89Opinion leaders individuals who have social influence over others.Opinion Leaders

Слайд 26Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-90
People influencing each other during conversations is

called word of mouth.
Word of Mouth

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-90People influencing each other during conversations is called word of mouth.Word of Mouth

Слайд 27Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-91
Reference groups are people to whom

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

source of personal standards.

Reference Groups

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-91Reference groups are people to whom an individual looks as a basis for

Слайд 28Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Slide 5-43
Family Influence

Consumer Socialization
Family Life Cycle
Family Decision Making

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIORSlide 5-43Family Influence Consumer Socialization Family Life Cycle Family Decision

Слайд 29Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-92
The family life cycle concept describes

the distinct phases that a family progresses through from formation

to retirement, each phase bringing with it identifiable purchasing behaviors.

Family Life Cycle

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-92The family life cycle concept describes the distinct phases that a family progresses

Слайд 30Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-46
Culture and Subculture
Subcultures
African-American Buying

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

BEHAVIOR

What subcultures in RF do you know?

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-46Culture and Subculture Subcultures African-American Buying Patterns Hispanic Buying Patterns Asian-American Buying PatternsSOCIOCULTURAL

Слайд 31Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-93
Subgroups within the larger, or national,

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

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-93Subgroups within the larger, or national, culture with unique values, ideas, and attitudes

Слайд 32Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-82
Personality refers to a person’s consistent

behaviors or responses to recurring situations.
Personality

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-82Personality refers to a person’s consistent behaviors or responses to recurring situations.Personality

Слайд 33Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-84
Perceived risk represents the anxieties felt

because the consumer cannot anticipate the outcomes of a purchase

but believes that there may be negative consequences.

Perceived Risk

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-84Perceived risk represents the anxieties felt because the consumer cannot anticipate the outcomes

Слайд 34Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-85
Learning refers to those behaviors that

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

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-85Learning refers to those behaviors that result from (1) repeated experience and (2)

Слайд 35Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-86
Brand loyalty is a favorable attitude

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

Loyalty
Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-86Brand loyalty is a favorable attitude toward and consistent purchase of a single

Слайд 36Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-87
An attitude is a “learned predisposition

to respond to an object or class of objects in

a consistently favorable or unfavorable way.”

Attitude

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-87An attitude is a “learned predisposition to respond to an object or class

Слайд 37Marketing, lecture 4
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 5-88
Beliefs are one’s perception of how a

product or brand performs on different attributes.
Beliefs

Marketing, lecture 4ass.prof.I.I.Skorobogatykh (Ph.D)Slide 5-88Beliefs are one’s perception of how a product or brand performs on different

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