4Aug16Sem1_Lesson4_student

Lesson4-CONSUMERBEHAVIOUR-PRINCIPLESOFMARKETINGMKT1003,WEEK4-BYJANETLIAU5-2LearningObjectivesDescribethestagesintheconsumerpurchasedecisionprocess.Distinguishamongthreevariationsoftheconsumerpurchasedecisionprocess:routine,limited,andextendedproblemsolving.UnderstandthePsychological,Socio-culturalandSituationinfluencesonconsumerpurchasedecisionprocess.5-3ThePurchaseDecisionProcess5-4ProblemRecognitionDesiredExistingStatePerceiveaneedTriggerpurchaseInformationSearchInternalSearchExternalSearchPersonalSourcesPublicSourcesMarket-DominatedSources5-6AlternativeEvaluationEvaluativeCriteriaConsiderationSet5-7PurchaseDecisionDecidefromWhomtoBuyDecideWhentoBuy5-8PostpurchaseBehaviourCognitiveDissonanceMarketingMatters:TheValueofaSatisfiedCustomer5-9ConsumerInvolvementInvolvementExtendedProblemSolvingLimitedProblemSolvingRoutineProblemSolving5-10ConsumerInvolvement5-11ConsumerInvolvementLowInvolvementforMarketLeaderMaintainProductQualityAvoidStockoutsRepetitivereminderadvertisingLowInvolvementforChallengerBreakhabitGettingbrandintoconsiderationsetConsumerInvolvementHighInvolvement:Providemoreinformationthroughads,personalselling,socialmedia,PRGenerateconsumerengagementandexperienceManagepostpurchasedissonanceConsumerInvolvementWhataboutmobilephones?MobilePhoneBuyingProcessThinkcarefullyaboutyourexperiencesinthepurchaseofthemobileorsmartphoneyouarecurrentlyusing.Trytorecallyourpersonalencountersandreconstructtheprocessyouwentthroughandtheinfluenceswhichaffectedtheprocess.Whatconceptscoveredinthislessonareapplicableandwhatarenot?Doputinsometimetothinkthroughandrecallyourbuyingexperiencescarefully.Whatisthebuyingprocessyougothroughinthispurchase?Whatarethestepsorphasesandwhathappenedateachstage?Drawaflowcharttodepictthisprocessandbereadytoshowtheclassthroughthevisualizerwhencalleduponbyyourinstructor.5-15InfluencesontheConsumer5-16BuyingSituationalInfluencePurchaseTaskSocialSurroundingsPhysicalSurroundingsTemporalEffectsAntecedentStatesQuestion:Explaineachandgiveexample.5-17PsychologicalInfluencesMotivationStimulatesconsumertosatisfyneedsMaslow’sHierarchyofNeeds5-18Hierarchyofneeds5-19PsychologicalInfluencesPersonalityGuidesanddirectsbehaviorPersonalityTraitsandNationalCharacterSelf-ConceptHowIseemyselfWhatIbelieveothersseemeActualvsIdealPersonality/Self-Concept5-21PsychologicalInfluencesPerceptionSelectivePerceptionSelectiveExposureSelectiveComprehensionSelectiveRetention5-22PsychologicalInfluencesAbsoluteandRelativeThresholdAbsoluteThresholdisthelowestlevelofintensityatwhichastimuluscanbedetectede.g.sizeoftextandimpactofvisualRelativeThresholdistheamountthatastimulusofastandardintensitythatmustbechangedinorderforadifferencetobedetectede.gisapricechangebigenoughtogainnoticedandgetreaction?SubliminalPerception5-23PsychologicalInfluencesPerceivedRiskFinancialPerformancePsychologicalStrategiestoReducePerceivedRiskObtainSealsofApprovalSecureEndorsementsProvideFreeTrials/SamplesGiveExtensiveInstructionsProvideWarranties•Cue•Response•Reinforcement•Drive(Hunger)5-24PsychologicalInfluencesLearningBehavioralLearningDevelopingautomaticresponsesbuiltthroughrepeatedexposure5-25PsychologicalInfluencesBehavioralLearningStimulusGeneralizationStimulusDiscriminationExampleofStimulusGeneralization–brandextensionExampleofStimulusGeneralization–salespromotionVSExampleofStimulusDiscrimination–useofcoloursExampleofStimulusDiscrimination–useofcoloursPsychologicalInfluencesCognitiveLearningLearningthroughthinking,reasoningandapplyingBrandLoyaltyReinforcementleadstohabitformationPsychologicalInfluencesAttitudeLearnedpredispositiontorespondinaconsistentlyfavourable/unfavourablewaytoanobject3LevelsDescriptionCognitiveBrandawareness&beliefformationAffectivePositive/NegativefeelingdevelopedConativeFavorable/Unfavorablebehavioroccurs(accept/rejectbrand)Multi-attributeAttitudinalModelMultivariateAttitudinalModel(Fishbein)kAttbrand=Σbieii=1Attbrand=Attitudetowardbrandbi=Beliefofbrand’sperformanceonattritbuteiEi=Evaluationofattributei’sk=Numberofattributesi=1,2,3….kMulti-attributeAttitudinalModelAttitudeImportanceBankA*BankBBankCConvenience6685Interestcharged8566Interestpaid9776RangeofServices7845Friendliness3955OverallAttitude222202182*hypotheticalscoresfrom1to9ratingscalewith1beingunfavourableand9beingfavourableMulti-attributeAttitudinalModelIntuitiveappealMultidimensionalnatureofproductsEvaluativecriteriausednotequalinimportancePoorperformanceononeattributecanbeoffsetbysuperiorperformanceonothersPinpointswhatattributescanbeusedtodevelop/changemarketingstrategyLifestylePsychographics5-35PsychologicalInfluencesPsychologicalInfluencesYourVALSProfileReadp.140-141ofthetextandgotoGotoDoyouagreewiththedescriptionsofyourVALSprofile?Ingeneral,whatareyourviewsoftheVALSfra