Marketing bán hàng - Chapter 6: Behavioral dimensions of the consumer market

Chapter 6: Behavioral Dimensions of the Consumer MarketWhen you finish this chapter, you should6-2Chapter 6 Objectives 1. Understand the economic-buyer model of buyer behavior.2. Understand how psychological variables affect an individual’s buying behavior.3. Understand how social influences affect an individual’s and household’s buying behavior. 4. See why the purchase situation has an effect on consumer behavior.5. Know how consumers use problem-solving processes.6. Have some feel for how a consumer handles all the behavioral variables and incoming stimuli.7. Understand the important new terms.A Model of Buyer Behavior6-3Purchase ReasonTimeSurroundingsPurchaseSituationMotivationPerceptionLearningAttitudePersonality/LifestylePsychologicalVariablesFamilySocial ClassReference GroupsCultureSocialInfluenceProblem-Solving ProcessPerson Does or Does Not Purchase (Response)Marketing MixesAll Other StimuliPersonMakingDecisionExhibit 6-16-4The PSSP Hierarchy of NeedsPhysiological NeedsSafety NeedsSocial NeedsPersonalNeeds6-5DriveCuesResponseReinforcementThe Learning ProcessLifestyle DimensionsOpinionsInterestsActivities???????????????????????????????????6-6Exhibit 6-66-7Social Class Dimensions1.5%32%12.5%38%16%Lower-middle classUpper-middle classUpper-classLower-lower classUpper-lower (“working”) classPurchase Situation InfluencesSurroundingsTimePurchase Reason???????????????????????????????????6-8Purchase SituationSocial InfluencesPsychological VariablesNeed-want AwarenessInformation SearchSet CriteriaDecide on SolutionPurchase ProductRoutinized ResponsePostpone DecisionPostpurchase EvaluationResponseFeedback ofinformationas attitudesPerson making decisionMarketing mixes All other stimuliExhibit 6-76-9The Consumer Problem Solving ProcessExhibit 6-96-10Levels of Problem SolvingExtensive Problem SolvingLimited Problem SolvingRoutinized Response BehaviorInvolvement ContinuumLow InvolvementHigh InvolvementLow involvementFrequently purchasedInexpensiveLittle riskLittle information neededHigh involvementInfrequently purchasedExpensiveHigh riskMuch information desiredThe Adoption ProcessAwarenessInterestEvaluationTrialDecisionConfirmation6-116-12Relating the ProcessesProblem-solving steps1. Becoming aware of or interested in the problem2. Gathering information about possible solutions3. Evaluating alterative solutions4. Deciding on the appropriate solution5. Evaluating the decisionAdoption process stepsAwareness and interestInterest and evaluationEvaluation, maybe trialDecisionConfirmationLearning stepsDriveCuesResponseReinforcementLearningCues ResponseReinforcementAttitudeBeliefExpectationPsychographicsLifestyle AnalysisSocial ClassReference GroupOpinion LeaderCultureEconomic BuyersEconomic NeedsNeedsWantsDrivePhysiological NeedsSafety NeedsSocial NeedsPersonal NeedsPerceptionSelective ExposureSelective PerceptionSelective RetentionExtensive Problem SolvingLimited Problem SolvingRoutinized Response BehaviorLow-involvement PurchasesAdoption ProcessDissonanceKey Terms6-13