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1、Chapter4PerspectivesonConsumerBehaviorLastClassOrganizationoftheadvertisingagencyToday’sObjectivesConsumerBehaviorCultureSubcultureSocialClassSmallgroupsFamilySocialroles&statusPersonalFactorsLifestylePersonalityPsychologicalFactorsMotivationPerceptionLearningBeliefs&Attitud
2、esTypesofBuyingBehaviorConsumerDecisionMakingProcessWhatisConsumerBehavior?Theprocessandactivitiespeopleengageinwhensearchingfor,selecting,purchasing,using,evaluating,anddisposingofproductsandservicessoastosatisfytheirneedsanddesiresWhyconsumerbehavior?Marketshavetobeunderst
3、oodbeforestrategiescanbedeveloped.Worldconsumerconsistsofmorethan6billionpeople.Consumersvarytremendouslyin:age,income,educationlevelandtastes.ConsumerBehaviorisinfluencedbybuyer’sdecisionsprocess.InformationSearchPerceptionPostpurchaseEvaluationLearningPurchaseDecisionInteg
4、rationAlternativeEvaluationAttitudeFormationProblemRecognitionMotivationPurchaseDecisionIntegrationConsumerDecisionMakingDecisionStagePsychologicalProcessAlternativeEvaluationAttitudeFormationInformationSearchPerceptionProblemRecognitionMotivationOutofStockSourcesofProblemRe
5、cognitionDissatisfactionNewNeedsorWantsRelatedProductPurchaseMarket-InducedRecognitionNewProductsAdsHelpConsumersRecognizeProblemsSafetyneeds(security,protection)Socialneeds(senseofbelonging,love)Esteemneeds(self-esteem,recognition,status)Self-actualizationneeds(self-develop
6、ment,realization)Physiologicalneeds(hunger,thirst)Maslow’sHierarchyofNeedsSafetyneeds(security,protection)Socialneeds(senseofbelonging,love)Esteemneeds(self-esteem,recognition,status)Physiologicalneeds(hunger,thirst)Nurturance,LoveandBelonging+StrongInhibitionsSymbolicMeanin
7、gsSurrogateBehaviorsSurrogateBehaviorsSymbolicMeaningsStrongInhibitionsComplexandUnclearMotivesFreudianPsychoanalyticApproachSubconsciousMindconsumer'snovelty-seekingbehaviorInsaturatedmarketsmanufacturersshouldcomeupwithnewofferingsExample-HoneyMaidgrahamcrackers/sticksWhat
8、ConsumersWant?DepthInterviewsAssociationTestsFocusGroupsProjectiveMethodsDe
