4550 Consumer Processing: Models of Consumer Response
13
4550 Consumer Processing: Models of Consumer Response Professor Campbell 1/27/05
description
4550 Consumer Processing: Models of Consumer Response. Professor Campbell 1/27/05. Today’s Plan. Review of what we’ve covered so far Models of stages of consumer response to marketing communications. What is Consumer Behavior?. - PowerPoint PPT Presentation
Transcript of 4550 Consumer Processing: Models of Consumer Response
4550Consumer Processing:Models of Consumer Response
4550Consumer Processing:Models of Consumer Response
Professor Campbell1/27/05
Today’s PlanToday’s Plan
• Review of what we’ve covered so far
• Models of stages of consumer response to marketing communications
What is Consumer Behavior?What is Consumer Behavior?
Consumer behavior is “the process and activities people engage in when searching
for, selecting, purchasing, using, evaluating, and disposing of products and
services so as to satisfy their needs and desires.
Belch & Belch, 2004
Consumer Decision ProcessConsumer Decision Process
Problem Awareness/Recognition
Consumer Decision ProcessConsumer Decision Process
Information Search/Knowledge of Alternatives
Problem Awareness
Consumer Decision ProcessConsumer Decision Process
Evaluation/Preference
Problem Awareness
Search/Knowledge of Alternatives
Consumer Decision ProcessConsumer Decision Process
Problem Awareness
PurchaseDecision
Search/Knowledge of Alternatives
Evaluation/Preference
Consumer Decision ProcessConsumer Decision Process
Post
Evaluation/Preference
Problem Awareness
Search/Knowledge of Alternatives
PurchaseDecision
Consumer Decision ProcessConsumer Decision Process
Post
Evaluation/Preference
Problem Awareness
Search/Knowledge of Alternatives
PurchaseDecision
Attitude formation
Perception
Motivation
Integration
Learning
Factors that Influence ConsumersFactors that Influence Consumers
• Culture/subculture
• Social Class
• Reference groups
• Situation
• Media
The Communications ProcessThe Communications Process
EncodeMessage
inMedia
Target/Receiver
Decode
Marketer/Sender
NOISE
ResponseFeedback
Noise
SummarySummary
• There are typically stages in consumer acceptance of any product/service/concept, etc.
• Understanding where your target customers are in the acceptance process is an important component of successful communication
• Gear marketing communications to your target’s level of acceptance
Next Class…Next Class…
• Read BB Ch. 22
• Think of the societal impacts of advertising
• Due:– Jif Positioning Statement
