Ii consumer buying behavior
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Consumer Behavior
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Factors Influencing Consumer Behavior
PersonalPsychologicalSocialCultural
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Personal Factors
AgeLife-Cycle Stage
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Personal Factors
AgeLife-Cycle StageOccupationEconomic CircumstancesLife Style
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Psychological Factors
“Wants”Based on a want or desire to have something. Not a necessity.
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Psychological Factors
Motivation:Freud
IdEgoSuper Ego
MaslowHierarchy of Needs
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Psychological Factors
MotivationPerceptionPerception
The process by which an individual selects, organizes, and interprets inputs to create a meaningful picture of the world.
Selective ExposureSelective DistortionSelective Retention
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Psychological Factors
MotivationPerception
LearningLearningChanges in an individual’s behavior arising form experience
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Psychological Factors
MotivationPerception Learning
BeliefsBeliefsDescriptive thoughts that a person holds about something
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Psychological Factors
MotivationPerceptionLearningBeliefsAttitudesAttitudes
Enduring favorable or unfavorable cognitive evaluations emotional feelings and action tendencies
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Functional Factors
“Needs”Need over wants. Delivers to a real “need” to have something.
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Social Class
Relatively homogenous, enduring divisions in a society,
hierarchically ordered with members sharing similar
values, interests, and behaviors.
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American Social Classes
Upper Upper 1%Lower Upper 2%Upper Middle 12%Middle 32%Working 38%Upper Lower 9%Lower Lower 7%
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Group Influences
Public LuxuriesGolf ClubsSnow SkisSail Boat
Private LuxuriesTV Video GamesIce MakersTrash Compactors
Public NecessitiesWrist Watch AutomobilesDress Clothes
Private NecessitiesMattressesFloor LampsRefrigerators
Strong Weak
Strong
Weak
Brand Choice
Prod
uct C
hoice
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Family Influence on Buying Behavior
Husband-DominantWife-DominantEqual
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Adoption Process
1. Awareness2. Interest3. Evaluation4. Trial5. Decision6. Confirmation
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Examples of Buying Motives:Psychological or Functional?
A senior wants to impress his date at the prom .His primary motive is …?
Psychological
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Examples of Buying Motives:Psychological or Functional?
A girl wants to remember her grandmother on her birthday.Her primary motive is…?
Psychological
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Examples of Buying Motives:Psychological or Functional?
A homemaker needs a new washing machine and has had good experiences with Sears.Her primary motive is …?
Functional
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Examples of Buying Motives:Psychological or Functional?
A teacher wants to buy a practical car to be used for family transportation.Her/His primary motive is …?
Functional
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Examples of Buying Motives:Psychological or Functional?
A career woman always buys Liz Claiborne clothes.Her primary motive is…?
Psychological
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Examples of Buying Motives:Psychological or Functional?
An overweight 40 year old man wants to loose weight so that he can reduce his blood pressure.His primary motive is…?
Functional
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Examples of Buying Motives:Psychological or Functional?
A homeowner needs to mow their lawn. Their primary motive is…?
Functional
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Consumer Buying Behavior Competency
Functional Motive
Psychological Motive
The price is 40 cents off the regular price.
It never needs ironing.
Diamonds are forever.
Serving you since 1971.
Ninety-day warranty.
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Consumer Buying Behavior Competency
Functional Motive
Psychological Motive
Running shoe with built-in arch.
It’s all the rage—colored action wear and style.
Wheaties—the breakfast of champions!
Steel-belted radial tires warranted for 40,000 miles
A watch—a gift she will treasure always.
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Learning Objectives--Reviewed
Understand the major factors influencing consumer behaviorKnow and recognize the types of buying decision behaviorUnderstand the stages in the buying decision process
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Consumer Buying Behavior
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Welcome to Mark529
Professor: Jaideep Sengupta PhD: UCLA MBA; BTech (Electrical Engg)
Teaching in the MBA program the last few years (including Shenzhen)Taught executives in UCLA, HK (Kellogg-HKUST EMBA)
Telephone: 852-2358-7718Email: [email protected]
Course packet available with MBA office
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Example 3….
In the US, the Marlboro cowboy is usually shown alone
Ad….
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Example 3….
In Japan, the Marlboro cowboy is usually shown as part of a group…
Ad….
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WHY??
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Solution….
Culture has an influence on consumer behavior
US culture = importance of individual; not true in Asia
Japanese consumers think a single cowboy looks “lonely” and “poor”
Just an ordinary worker on a farm
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GETTING TO KNOW THE AUTOMOBILE CUSTOM(H)ER
AND INFLUENC(H)ER
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FIGURE 5-2FIGURE 5-2 Consumer Report’s evaluation of portable MP3-capable CD players
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FIGURE 5-AFIGURE 5-A What new car buyers consider most important in deciding what new car to buy
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Consumer Purchase DecisionWhy is post purchase behavior important?
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Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons?
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Hershey’s Kisses Why use Spanish language ads in the U.S.?