Презентация Consumer markets and consumer buyer behavior онлайн

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Презентации » Экономика и Финансы » Consumer markets and consumer buyer behavior


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  • Тип файла:
    ppt / pptx (powerpoint)
  • Всего слайдов:
    25 слайдов
  • Для класса:
    1,2,3,4,5,6,7,8,9,10,11
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Слайды и текст к этой презентации:

№1 слайд
Consumer Markets and Consumer
Содержание слайда: Consumer Markets and Consumer Buyer Behavior Chapter 5
№2 слайд
Learning Goals Learn the
Содержание слайда: Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand the types of buying decision behavior and stages in the process Comprehend the adoption and diffusion process for new products
№3 слайд
Case Study Harley Davidson
Содержание слайда: Case Study Harley Davidson Building Success Understanding the customers’ emotions and motivation Determining the factors of loyalty Translating this information to effective advertising
№4 слайд
Definitions Consumer buyer
Содержание слайда: Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption All of these final consumers combine to make up the consumer market
№5 слайд
Stimulus-Response Model of
Содержание слайда: Stimulus-Response Model of Consumer Behavior Stimuli 4P’s Other characteristics economic technological political cultural
№6 слайд
Characteristics Affecting
Содержание слайда: Characteristics Affecting Consumer Behavior Culture Forms a person’s wants and behavior Subculture Groups with shared value systems Social Class Society’s divisions who share values, interests and behaviors
№7 слайд
Characteristics Affecting
Содержание слайда: Characteristics Affecting Consumer Behavior Groups Membership Reference Aspirational Opinion Leaders Buzz marketing Family Many influencers Roles and Status
№8 слайд
Characteristics Affecting
Содержание слайда: Characteristics Affecting Consumer Behavior Age and life cycle Occupation Economic situation Lifestyle Activities, interests and opinions Lifestyle segmentation Personality and self-concept
№9 слайд
Characteristics Affecting
Содержание слайда: Characteristics Affecting Consumer Behavior Sincerity Ruggedness
№10 слайд
Characteristics Affecting
Содержание слайда: Characteristics Affecting Consumer Behavior Motivation Perception Learning Beliefs and attitudes
№11 слайд
Psychological Factors
Содержание слайда: Psychological Factors Motivation A motive is a need that is sufficiently pressing to direct the person to seek satisfaction Motivation research is based on Freud; Looks for hidden and subconscious motivation Maslow ordered needs based on how pressing they are to the consumer
№12 слайд
Psychological Factors
Содержание слайда: Psychological Factors Perception Perception is the process by which people select, organize, and interpret information Perception Includes: Selective attention Consumers screen out information Selective distortion People interpret to support beliefs Selective retention People retain points to support attitudes
№13 слайд
Psychological Factors
Содержание слайда: Psychological Factors Learning Learning describes changes in an individual’s behavior arising from experience Learning occurs through: Drives Internal stimulus that calls for action Stimuli Objects that move drive to motive Cues Minor stimuli that affect response Reinforcement Feedback on action
№14 слайд
Psychological Factors Beliefs
Содержание слайда: Psychological Factors Beliefs and Attitudes Belief a descriptive thought about a brand or service may be based on real knowledge, opinion, or faith Attitude describes a person’s evaluations, feelings and tendencies toward an object or idea They are difficult to change
№15 слайд
Types of Buying Decision
Содержание слайда: Types of Buying Decision Behavior Complex Highly involved, significant brand differences Example – computer Dissonance-reducing Highly involved, little brand differences Example – carpeting Habitual Low involvement, little brand differences Example – salt Variety-seeking Low involvement, significant perceived brand differences Example – cookies
№16 слайд
The Buyer Decision Process
Содержание слайда: The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
№17 слайд
The Buyer Decision Process
Содержание слайда: The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
№18 слайд
The Buyer Decision Process
Содержание слайда: The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
№19 слайд
The Buyer Decision Process
Содержание слайда: The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
№20 слайд
The Buyer Decision Process
Содержание слайда: The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
№21 слайд
Buyer Decision Process for
Содержание слайда: Buyer Decision Process for New Products New Products Good, service or idea that is perceived by customers as new. Stages in the Adoption Process Marketers should help consumers move through these stages.
№22 слайд
Buyer Decision Process for
Содержание слайда: Buyer Decision Process for New Products Awareness Evaluation
№23 слайд
Buyer Decision Process for
Содержание слайда: Buyer Decision Process for New Products Individual Differences in Innovativeness Consumers can be classified into five adopter categories, each of which behaves differently toward new products. Product Characteristics and Adoption Five product characteristics influence the adoption rate.
№24 слайд
Buyer Decision Process for
Содержание слайда: Buyer Decision Process for New Products Relative Advantage Compatibility
№25 слайд
Buyer Decision Process for
Содержание слайда: Buyer Decision Process for New Products International Consumer Behavior Values, attitudes and behaviors differ greatly in other countries. Physical differences exist which require changes in the marketing mix. Customs vary from country to country. Marketers must decide the degree to which they will adapt their marketing efforts.
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