19523031 Consumer Behavior Models and Consumer Behavior in Tourism
Chapter 5 Consumer Decision Making. Consumer Decision-Making Process Postpurchase Behavior...
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Transcript of Chapter 5 Consumer Decision Making. Consumer Decision-Making Process Postpurchase Behavior...
Chapter 5Chapter 5Consumer Decision MakingConsumer Decision Making
Consumer Decision-Making ProcessConsumer Decision-Making Process
Postpurchase Behavior
Postpurchase Behavior
PurchasePurchase
Evaluation of Alternatives
Evaluation of Alternatives
Information SearchInformation Search
Need RecognitionNeed Recognition
Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological
Factors Factors affect affect
all stepsall steps
Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological
Factors Factors affect affect
all stepsall steps
External Information SearchesExternal Information Searches
Need MoreNeed More Information Information
More Risk More Risk Less knowledgeLess knowledge
Less product Less product experienceexperience
High level of interestHigh level of interest
Less Risk Less Risk More knowledgeMore knowledge
More product More product experienceexperience
Low level of interestLow level of interest
Need LessNeed Less Information Information
Evoked SetEvoked Set
Purchase!Purchase!
Evaluation of ProductsAnalyze product
attributesUse cutoff criteriaRank attributes by
importance
Evaluation of AlternativesEvaluation of Alternatives
Postpurchase BehaviorPostpurchase Behavior
Can minimize through:Effective Communication
Follow-upGuaranteesWarranties
Cognitive DissonanceCognitive Dissonance
??Did I make a good decision?Did I make a good decision?
Did I buy the right product?Did I buy the right product?
Did I get a good value?Did I get a good value?
Types of Consumer Buying DecisionsTypes of Consumer Buying Decisions
More Involvement
LessInvolvement
RoutineResponseBehavior
RoutineResponseBehavior
LimitedDecisionMaking
LimitedDecisionMaking
ExtensiveDecisionMaking
ExtensiveDecisionMaking
Level of InvolvementLevel of Involvement
SituationSituation
Social VisibilitySocial Visibility
InterestInterest
Perceived Risk of Negative
Consequences
Perceived Risk of Negative
Consequences
Previous ExperiencePrevious
Experience
Factors Determining
Level of Involvement
Factors Determining
Level of Involvement
Marketing Implications of Marketing Implications of InvolvementInvolvement
High-involvement purchases require:
extensive promotion to target market and
good advertisement
Low-involvement purchases require: in-store promotion and eye-catching package design
Factors Influencing Buying Factors Influencing Buying DecisionsDecisions
Social Factors
Individual Factors
Psycho-logical Factors
Cultural Factors CONSUMER
DECISION-MAKING
PROCESS
BUY /
DON’T BUY
Cultural Influences on Buying Cultural Influences on Buying DecisionsDecisions
ValuesValues
LanguageLanguage
MythsMyths
CustomsCustoms
RitualsRituals
LawsLaws
Components ofComponents ofAmericanAmericanCultureCulture
Components ofComponents ofAmericanAmericanCultureCulture
Material ArtifactsMaterial Artifacts
Core American ValuesCore American Values
SuccessSuccess
MaterialismMaterialism
FreedomFreedom
ProgressProgress
YouthYouth
CapitalismCapitalism
CoreCoreAmerican American
ValuesValues
CoreCoreAmerican American
ValuesValues
Global Language BlundersGlobal Language Blunders
• Chevrolet’s “Nova” translated to “No Go”
• Coors “Turn it Loose” became “Suffer from Diarrhea”
• Toyota’s MR2 sounded like a swearword in French
• Coca-Cola in Chinese means “bite the wax tadpole”
Reference GroupsReference Groups
Types ofTypes ofReference Reference
GroupsGroups
Direct
Indirect
Primary
Secondary
Aspirational
Non-aspirational
FamilyFamily
Purchase Roles in the Family
Purchase Roles in the Family
• Instigators
• Influencers
• Decision-Makers
• Purchasers
• ConsumersChildren Children Influence Influence Purchase Purchase DecisionsDecisions
Individual InfluencesIndividual Influences
GenderGender
Age Family Life Cycle
Age Family Life Cycle
PersonalitySelf-Concept
Lifestyle
PersonalitySelf-Concept
Lifestyle
Individual InfluencesIndividual Influences
Psychological InfluencesPsychological Influences
Psychological Psychological Influences on Influences on
Buying DecisionsBuying Decisions
Psychological Psychological Influences on Influences on
Buying DecisionsBuying Decisions
PerceptionPerception
MotivationMotivation
LearningLearning
Beliefs & AttitudesBeliefs & Attitudes
Perception Perception
Process by which people select, organize,
and interpret stimuli into
a meaningful and
coherent picture.
Notices only 11 to 20 ads
Notices only 11 to 20 ads
Exposure to over 250 advertisement messages per day
Exposure to over 250 advertisement messages per day
A Consumer’s Selective ExposureA Consumer’s Selective Exposure
MotivationMotivation
Maslow’s Maslow’s Hierarchy of Hierarchy of
NeedsNeeds
Maslow’s Maslow’s Hierarchy of Hierarchy of
NeedsNeeds
Physiological Physiological
SafetySafety
SocialSocial
EsteemEsteem
Self-Self-ActualizationActualization
Beliefs and Attitudes Beliefs and Attitudes
An organized pattern of
knowledge that an individual
holds as true about his
or her world.
Belief
AttitudeA learned tendency to respond
consistently
toward a given object.
Types of Decision ProcessesDegree of Level of Purchase Perceived Time Degree of Level of Purchase Perceived Time Search Experience Frequency Risk PressureSearch Experience Frequency Risk Pressure
LowLow MediumMedium HighHigh
ExtendeExtended d
LimitedLimited
RoutineRoutine