CONSUMER BEHAVIOR

1
CONSUMER BEHAVIOR

• The actions a person takes in purchasing using
  products services, including the mental
  social processes that precede follow these
  actions!

2
PURCHASE DECISION PROCESS

• PROBLEM RECOGNITION
• ROUTINE PROBLEM SOLVING
• LIMITED PROBLEM SOLVING
• EXTENDED PROBLEM SOLVING
• INFORMATION SEARCH
• ALTERNATIVE EVALUATION
• PURCHASE DECISION
• SITUATIONAL INFLUENCES
• POSTPURCHASE BEHAVIOR
• COGNITIVE DISSONANCE

3
PSYCHOLOGICAL INFLUENCES

• MOTIVATION
• MASLOWS Hierarchy of Needs.
• PERSONALITY
• NATIONAL CHARACTER
• SELF-CONCEPT
• PERCEPTION
• SELECTIVE PERCEPTION
• SUBLIMINAL PERCEPTION
• PERCEIVED RISK
• LEARNING
• BEHAVIORAL-drive, cue, response, reinforcement
• COGNITIVE
• BRAND LOYALTY

4
PSYCHOLOGICAL-CONT.

• VALUES, BELIEFS ATTITUDES
• LIFESTYLE (PSYCHOGRAPHICS)
• VALS 2
• Actualizers
• Fufillers Believers
• Achievers Strivers
• Experiencers Makers
• Strugglers

5
SOCIOLOGICAL

• PERSONAL INFLUENCES
• Opinion Leadership Word of Mouth
• REFERENCE GROUPS
• Membership, Aspiration Dissociative
• FAMILY
• Consumer Socialization
• Family Life Cycle-Young Single to Older
• Family Decision Making
• SOCIAL CLASS
• Determined by Occupation, Source of Income
  Education
• Categories- Upper, Middle Lower

6
CULTURE

• SET OF VALUES, IDEAS, ATTITUDES THAT ARE
  ACCEPTED BY A HOMOGENEOUS GROUP OF PEOPLE
  TRANSMITTED TO THE NEXT GENERATION.
• SUBCULTURE
• AFRICAN-AMERICAN
• HISPANIC
• ASIAN

7
ORGANIZATIONAL MARKETS

• NATURE SIZE
• CHARACTERISTICS
• MARKET
• DERIVED DEMAND
• INELASTIC DEMAND
• PRODUCT/SERVICE CHARACTERISTICS
• BUYING PROCESS
• PURCHASING
• NAICS61EDUCATIONAL SERVICES
• ROLES-Initiator, Evaluator, Gatekeeper, Decider,
  Purchaser User
• MARKETING MIX CHARACTERISTICS
• SUPPLY-CHAIN MANAGEMENT