Consumer Bahavior-6 a Marketing Plan prerequisite by
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1 Consumer Behavior-6 Decision Making Process & More Danny Abramovich 1 . Management 2 . Marketing 3 . Research 4 . Segmentation 5 . Consumer Behavior-4 6 . Creativity
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When studying consumer behavior, what often remains is the process of decision making, an internal processes that includes five main stages: problem recognition, information search, evaluation of alternatives, purchase decisions, post purchase outcomes.
Transcript of Consumer Bahavior-6 a Marketing Plan prerequisite by
1
Consumer Behavior-6
Decision Making Process & More
Danny AbramovichMarketing Plan Specialist
1 .Management2 .Marketing
3 .Research4 .Segmentation
5 .Consumer Behavior-46 .Creativity
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Course Schedule Part 2
1. Management
2. Marketing
3. Research
4. Segmentation
5. Consumer Behavior
6. Creativitypart3
part2
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Course Main Topics
Management
Marketing
Research
Segmentation
Consumer Behavior
Creativity
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Management
Marketing
Marketing Research
Market Segmentation
Consumer Behavior
5. Consumer BehaviorMethodology
© Danny Abramovich
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5. CB Definition
Consumer
Behavior
How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.
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5. What Affects CB?
What Affects Consumer Behavior?
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
5.3 Consumer’s Culture (External Process)
5.4 Consumer Behavior Outcomes
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5. What Affects CB?
Decision Making Process
Consumer Behavior Outcomes
Psychological Core Internal Process
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.2 Decision Making Process
Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.2 Decision Making Process
Researchers begin to realize thatdecision-makers evaluate the effort required to make a particular choice, and only than he or she chooses a strategy best suited to the level of effort required!
Less rational when choosing art, music,or even a spouse!
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-process
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Problem recognition occurs when the consumer realizes a difference between his or her current state of affairs and some desired/ ideal state:
becomes aware of a need !
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
seeks information on how to fulfill his needs !
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5.2 Decision Making Process
External Search
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Internal search
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
PersonalNot personal
CommercialSales PersonAdverts
Non commercialFriends(organic)
Ind. Articles
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Product knowledge
Am
ount
of
sear
ch
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
analyzes the pro’s and con’s of most choices !
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
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5.2 Decision Making Process
Types of perceived risk when evaluating alternatives: Functional Financial Physical-Safety Social Psychological Time
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
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5.2 Decision Making Process
Inert Set - I am aware of the brandbut will not buy it.
Inept Set - I am aware of thebrand but will not consider buying it.
Evoked Set - Brands easily retrieved.
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
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5.2 Decision Making Process
Decision-making-process
All available Brands
Brand A Brand B Brand C Brand D Brand E
Brand F Brand G Brand H Brand I Brand J
Brand Brand L Brand M Brand N Brand O
Evoked Set of Brands
Brand B Brand E
Brand I
Brand M
Brand F
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All Brands
Known Brands
Unknown Brands
Unacceptable Brands
Overlooked Brands
Indifferent Brands
Acceptable Brands
Not Purchased Brands
Purchased Brands
Evoked Set Inept Set Inert Set
5.2 Decision Making Process
Decision-making-processEvoked Set
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Problem recognition
Information Search
Evaluation of Alternatives
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Acceptable Brands
Not Purchased Brands
Purchased Brands
5.2 Decision Making Process
Decision-making-processEvoked Set & the Country of Origin
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Evoked Set
Problem recognition
Information Search
Evaluation of Alternatives
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
Purchase Decision
chooses among the available options to satisfy his needs !
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-process
Choice
Problem Recognition
Search
Alternative Evaluation
Post acquisition evaluation
High-Involvement Decision
Low-Involvement Decision
Extensive Search Limited Search
Extended alternative evaluation
Limited alternative evaluation
Complex Choice Simple Choice
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processMarket place Market space
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processMarket place Market space
Actors = customer & shoppers web surfer
Cast = salespeople & shoppers www.auctions
Setting = store-ambiance e-music
Shoppers = Co-consumers = Social surroundings
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processMarket place Market space
Surroundings: social & physical social
Temporal factors: time & mood time
Shopping Experience: loyalty cards, shop-in-shop, one-stop-shop, theme shopping: POP Stimuli: “5 senses & perceptions” (ref. 2.1)
Sales Interactions: place-based media
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post Purchase Outcomes
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post Purchase Outcomes
compares expectations with the actual experience for future consideration to fulfill his needs !
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-processProblem recognition
Information Search
Post Purchase Outcomes
Purchase Decision
Evaluation of Alternatives
Ethical Issue: NeuroMarketingUses medical equipment such as fMRI (functional Magnetic Resonance Imaging) to identify the combinationof words & images thatpush the “buy buttons”.
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5.2 Decision Making Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Decision-making-process
Post-perception of quality: got vs. expected!
Cognitive dissonance (CD): as people havea need for consistency in their beliefs and behaviors, certain decisions may resultin psychological tension. This is called CD.
Product disposal: environmentalism per culture.
Market place Market space
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5.2 Decision Making Process
Decision-making-process
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5.2 Decision Making Process
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5. What Affects CB?
What Affects Consumer Behavior?
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
5.3 Consumer’s Culture (External Process)
5.4 Consumer Behavior Outcomes
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5. What Affects CB?
Decision Making Process
Consumer Behavior Outcomes
Psychological Core Internal Process
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.3 Consumer’s Culture
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.3 Consumer’s Culture
External Processes
Regional and Ethnic Influences
Age, Gender, and Household Influences
Reference Groups
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
External-process
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5.3 Consumer’s Culture
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5. What Affects CB?
What Affects Consumer Behavior?
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
5.3 Consumer’s Culture (External Process)
5.4 Consumer Behavior Outcomes.
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5. What Affects CB?
Decision Making Process
Consumer Behavior Outcomes
Psychological Core Internal Process
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.4 Consumer Behavior Outcomes
Consumer Behavior Outcomes
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.4 CB Outcomes
CB Can Symbolize Who We Are.
CB Can Diffuse Throughout a Market.
CB Can Have Negative Chain Reactions.
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Consumer’s-behavior-outcomes
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5.4 Consumer Behavior Outcomes
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5. What Affects CB?
What Affects Consumer Behavior?
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
5.3 Consumer’s Culture (External Process)
5.4 Consumer Behavior Outcomes
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Course Main Topics
Management
Marketing
Research
Segmentation
Consumer Behavior
Creativity
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Management
Marketing
Marketing Research
Market Segmentation
Consumer Behavior
Creativity
6. Creativity Methodology
© Danny Abramovich
48
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