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Lecture Marketing: The core (5/e): Chapter 4 – Kerin, Hartley, Rudelius

Chapter 4: Understanding consumer behavior. In this chapter, you learned to: Describe the stages in the consumer purchase decision process; distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving; identify major psychological influences on consumer behavior; identify major sociocultural influences on consumer behavior. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving. LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: LO1 Describe the stages in the consumer purchase decision process. Identify major sociocultural influences on consumer behavior. LO3 LO4 Identify major psychological influences on consumer behavior. 4- ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE The Sense of Styling The Need for Speed The Substance of Safety The Shopping Experience 4- FIGURE 4-1 The purchase decision process consists of five stages 4- Consumer Behavior CONSUMER PURCHASE DECISION PROCESS PROBLEM RECOGNITION LO1 Purchase Decision Process 4- Internal Search CONSUMER PURCHASE DECISION PROCESS INFORMATION SEARCH LO1 External Search Personal Sources Public Sources Marketer-Dominated Sources . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving. LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: LO1 Describe the stages in the consumer purchase decision process. Identify major sociocultural influences on consumer behavior. LO3 LO4 Identify major psychological influences on consumer behavior. 4- ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE The Sense of Styling The Need for Speed The Substance of Safety The Shopping Experience 4- FIGURE 4-1 The purchase decision process consists of five stages 4- Consumer Behavior CONSUMER PURCHASE DECISION PROCESS PROBLEM RECOGNITION LO1 Purchase Decision Process 4- Internal Search CONSUMER PURCHASE DECISION PROCESS INFORMATION SEARCH LO1 External Search Personal Sources Public Sources Marketer-Dominated Sources 4- FIGURE 4-2 Consumer Reports’ evaluation of smart phones 4- CONSUMER PURCHASE DECISION PROCESS ALTERNATIVE EVALUATION LO1 Evaluative Criteria Consideration Set 4- Decide When to Buy CONSUMER PURCHASE DECISION PROCESS PURCHASE DECISION LO1 Decide from Whom to Buy 4- CONSUMER PURCHASE DECISION PROCESS POSTPURCHASE BEHAVIOR LO1 Customer Satisfaction Studies Satisfied Customers Tell 3 People Dissatisfied Customers Tell 9 People Cognitive Dissonance 4- MARKETING MATTERS The Value of a Satisfied Customer to the Company LO1 4- CONSUMER PURCHASE DECISION PROCESS CONSUMER INVOLVEMENT & PROBLEM SOLVING LO2 Involvement Extended Problem Solving Limited Problem Solving Routine Problem Solving 4- FIGURE 4-3 Comparison of problem-solving variations: extended, limited, and routine 4- CONSUMER PURCHASE DECISION PROCESS INVOLVEMENT & MARKETING STRATEGY LO2 Low Involvement Maintain Product Quality Avoid Stockouts Reduce Cognitive Dissonance