Lecture Marketing (12/e): Chapter 5 – Kerin, Hartley, Rudelius

Chapter 5 - Understanding consumer behavior. After reading chapter 5, you should be able to: Describe the stages in the consumer purchase decision process; distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving; identify major psychological influences on consumer behavior; identify the major sociocultural influences on consumer behavior.

LO 5-2

LEARNING OBJECTIVES (LO)

AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:

LO 5-1 Describe the stages in the consumer

purchase decision process.

Distinguish among three variations of the consumer purchase decision

process: routine, limited, and extended problem solving.

LO 5-4

LEARNING OBJECTIVES (LO)

AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:

LO 5-3 Identify major psychological influences

on consumer behavior.

Identify the major sociocultural influences on consumer behavior.

ENLIGHTENED CARMAKERS KNOW

WHAT CUSTOM(H)ERS VALUE

FIGURE 5-1 The purchase decision process

consists of five stages

CONSUMER PURCHASE DECISION PROCESS

CONSUMER PURCHASE DECISION PROCESS

FIGURE 5-2 Consumer Reports’ evaluation

of smartphones

CONSUMER PURCHASE DECISION PROCESS

ALTERNATIVE EVALUATION

LO 5-1

 Evaluative Criteria

 Consideration Set

CONSUMER PURCHASE DECISION PROCESS

PURCHASE DECISION

LO 5-1

 Decide from Whom to Buy

CONSUMER PURCHASE DECISION PROCESS

MARKETING MATTERSHow Much is a Satisfied Customer Worth?

LO 5-1

= $994

CONSUMER PURCHASE DECISION PROCESS

CONSUMER INVOLVEMENT & PROBLEM SOLVING

LO 5-2

 Involvement

FIGURE 5-3 Comparison of problem-solving

variations: extended, limited, and routine

CONSUMER PURCHASE DECISION PROCESS

CONSUMER INVOLVEMENT & PROBLEM SOLVING

CONSUMER PURCHASE DECISION PROCESS

FIGURE 5-4 Influences on the consumer

purchase decision process from both internal

and external sources

FIGURE 5-5 Hierarchy of needs

Match.com

MAKING RESPONSIBLE DECISIONS

The Ethics of Subliminal Messages

LO 5-3

 Strategies to Reduce Perceived Risk

Fresh Step and Velocity What strategy is used to reduce perceived risk?

LO 5-3

of Attributes

Colgate and Hellmann's How did these ads change attitudes?

LO 5-3

MARKETING INSITEIdentifying Your VALS Profile

LO 5-3

FIGURE 5-A VALS™ identifies eight consumer

segments

INNOVATORS

Sophisticated, Change Leading, Active, Take Charge

THINKERS

Information Seeking, Satisfied, Reflective

BELIEVERS

Conservative, Conventional, Traditional

STRIVERS

Trendy, Approval, Seeking, Disenfranchised

ACHIEVERS

Successful, Career &

Family Oriented, Moderate

EXPERIENCERS

Risk Seeking, Enthusiastic, Impulsive

MAKERS

Homegrown, Self Sufficient, Macho, Family Oriented

MARKETING MATTERSBzzAgent—The Buzz Experience

LO 5-4

FIGURE 5-6 Modern family life cycle stages

and flows

 Subcultures

• African American Buying Patterns

• Asian American Buying Patterns

Nissan Ad

GROUPON: HELPING CONSUMERS WITH

PURCHASE DECISIONS

VIDEO CASE 5