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MKTG

5CHAPTERS

Consumer &

Business DecisionMaking

Lamb, Hair, McDaniel ,

Kapoor, Klaise, & Appleby Canadian Edition

&6

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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 2

http://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.ht

ml (ready made)

Supermarket Psychology - Entrances, layout and shelving (3:05)

http://www.youtube.com/watch?v=RjgkQ6bq7aE&feature=channel

Supermarket Psychology: Specials, pricing, labelling and packaging

http://www.youtube.com/watch?v=yzRDEKyqIJs&feature=related

Decision Making Process: How Consumers Make Buying Decision?

http://www.youtube.com/watch?v=Rn5a03Xp0Kc

Consumer decision making (6:50):http://www.youtube.com/watch?v=fjdVCxn67Yc&feature=related

http://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.htmlhttp://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.htmlhttp://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.htmlhttp://www.youtube.com/watch?v=RjgkQ6bq7aE&feature=channelhttp://www.youtube.com/watch?v=yzRDEKyqIJs&feature=relatedhttp://www.youtube.com/watch?v=Rn5a03Xp0Kchttp://www.youtube.com/watch?v=fjdVCxn67Yc&feature=relatedhttp://www.youtube.com/watch?v=fjdVCxn67Yc&feature=relatedhttp://www.youtube.com/watch?v=fjdVCxn67Yc&feature=relatedhttp://www.youtube.com/watch?v=Rn5a03Xp0Kchttp://www.youtube.com/watch?v=yzRDEKyqIJs&feature=relatedhttp://www.youtube.com/watch?v=RjgkQ6bq7aE&feature=channelhttp://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.htmlhttp://www.swlearning.com/marketing/mktg/temp_video/eoc_video/ch0500.html

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Consumer

Decision-Making Process

PostpurchaseBehaviour

Purchase

Evaluationof Alternatives

Information Search

Need Recognition

Cultural, Social,Individual andPsychological

Factorsaffect

all steps

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Consumer

Decision-Making Process

PostpurchaseBehaviour

Purchase

Evaluationof Alternatives

Information Search

Need Recognition

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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 5

LO4

Social

Factors

Individual

Factors

Psycho-logicalFactors

Cultural

Factors CONSUMERDECISION-MAKING

PROCESS

BUY /DONT BUY

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Personal Exercise

Draw a line down the middle of apiece of paper

Label the 2 columns:

what I want

what I need

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ReadymadeMagazine

Watch the video, and develop an answer to

the 1 of the following questions

1. While the ReadyMade magazine was still in thedesign stages, very little research was done to

determine whether an interested market existed. Did

this adversely affect the magazine as it moved

forward to publication? Explain.

2. How does the cover of ReadyMade magazine

reflect the principles of packaging design as

influenced by the known behaviours of its

consumers?

3. To what extent does ReadyMade rely on opinion

leaders to promote the magazine? Is this a

successful tactic?

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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 8

LO3

Consumer Buying Decisions

and Consumer Involvement

More

Involvement

Less

Involvement

RoutineResponseBehaviour

LimitedDecisionMaking

ExtensiveDecisionMaking

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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 9

Perception

LO7

SelectiveExposure

SelectiveDistortion

SelectiveRetention

Consumer notices certain stimuliand ignores others

Consumer changes or distortsinformation that conflicts

with feelings or beliefs

Consumer remembers onlythat information that

supports personal beliefs

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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 10

Marketing Implications

of Perception

LO7

Important attributes

Price

Brand names

Quality and reliability

Threshold level of perception

Product or repositioning changes

Foreign consumer perception

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Take a breakand refresh your mind andbody

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Chapter 5 Copyright 2010 by Nelson Education Ltd. All rights reserved 12

LO1

What Is Business Marketing?

The marketing of goods

and services to individuals

and organizations for

purposes other than

personal consumption.

Business

Marketing

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Relationship Marketing

more important in B2B!

Keiretsu

Strategic Alliances

Sales rep role is key

Trust

Customer loyalty

Ongoing partnershipsprovide more

business opportunities& greater profit

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Answer groups assigned question

you have 15 minutes

Ethels Chocolate Boutique

case