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

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LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:

LO 5-1

LO 5-2

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.

5­2


LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:

LO 5-3

Identify major psychological influences
on consumer behavior.

LO 5-4

Identify the major sociocultural
influences on consumer behavior.

5­3


ENLIGHTENED CARMAKERS KNOW
WHAT CUSTOM(H)ERS VALUE


The Sense
of Styling



The Need
for Speed



The Substance
of Safety



The Shopping
Experience
5­4

FIGURE 5-1 The purchase decision process
consists of five stages

5­5


LO 5-1

CONSUMER PURCHASE DECISION PROCESS
PROBLEM RECOGNITION



Consumer Behavior



Purchase Decision Process

5­6


LO 5-1

CONSUMER PURCHASE DECISION PROCESS
INFORMATION SEARCH



Internal Search



External Search
• Personal Sources
• Public Sources
• Marketer-Dominated Sources
5­7


FIGURE 5-2 Consumer Reports’ evaluation
of smartphones

Note: Alphabetical list (abridged) of smartphones for Verizon customers only; not in order of their Rankings
5­8


LO 5-1

CONSUMER PURCHASE DECISION PROCESS
ALTERNATIVE EVALUATION



Evaluative Criteria



Consideration Set

5­9


LO 5-1

CONSUMER PURCHASE DECISION PROCESS
PURCHASE DECISION



Decide from Whom to Buy



Decide When to Buy
5­10


LO 5-1



CONSUMER PURCHASE DECISION PROCESS
POSTPURCHASE BEHAVIOR

Customer Satisfaction Studies
• Satisfied Customers
Tell 3 People
• Dissatisfied Customers
Tell 9 People



Cognitive Dissonance
5­11


LO 5-1

MARKETING MATTERS
How Much is a Satisfied Customer Worth?

= $994

5­12


LO 5-2



CONSUMER PURCHASE DECISION PROCESS
CONSUMER INVOLVEMENT & PROBLEM SOLVING

Involvement
• Extended Problem Solving
• Limited Problem Solving
• Routine Problem Solving
5­13

FIGURE 5-3 Comparison of problem-solving
variations: extended, limited, and routine

5­14


LO 5-2



CONSUMER PURCHASE DECISION PROCESS
CONSUMER INVOLVEMENT & PROBLEM SOLVING

Low Involvement
• Maintain Product Quality
• Avoid Stockouts
• Reduce Cognitive
Dissonance with Ads



High Involvement
• Use Comparative Ads
• Use Personal Selling
5­15


LO 5-2



CONSUMER PURCHASE DECISION PROCESS
SITUATIONAL INFLUENCES

Situational Influences
• Purchase Task
• Social Surroundings
• Physical Surroundings
• Temporal Effects
• Antecedent States
5­16


FIGURE 5-4 Influences on the consumer
purchase decision process from both internal
and external sources

5­17


LO 5-3

PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
MOTIVATION



Motivation



Hierarchy of Needs
• Purchase Task
• Social Surroundings
• Physical Surroundings
• Temporal Effects
• Antecedent States
5­18


FIGURE 5-5 Hierarchy of needs

Match.com

5­19


LO 5-3

PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
PERSONALITY



Personality



Traits



Self-Concept
5­20


LO 5-3

PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
CONSUMER PERCEPTION



Perception
• Selective Perception
• Selective Exposure
• Selective Comprehension
• Selective Retention



Subliminal Perception
5­21


LO 5-3

MAKING RESPONSIBLE DECISIONS
The Ethics of Subliminal Messages

5­22


LO 5-3

PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
CONSUMER PERCEPTION



Strategies to Reduce Perceived Risk
• Obtain Seals of Approval
• Secure Endorsements
• Provide Free Trials/Samples
• Give Extensive Instructions
• Provide Warranties/Guarantees
5­23


LO 5-3

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

5­24

LO 5-3

PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
CONSUMER LEARNING



Learning



Behavioral Learning
• Drive (Hunger)

• Response

• Cue

• Reinforcement
5­25