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Title: Consumer Behaviour Models 1 Chapter 3 • Consumer Behaviour Models 2 Chapter Objectives • To understand the role consumer behaviour plays in the development and implementation of advertising and promotion programs. • To understand the consumer decision-making process and how it varies for different types of purchase. 3 Chapter Objectives • To understand various internal psychological processes, their influence on consumer decision making, and implication for advertising and promotion. • To recognize external factors such as culture, social class, group influences, and situational determinants and how they affect consumer behaviour. 4 Consumer Decision Making Process 5 Consumer Decision Process 6 Sources of Need Recognition • Out of stock. • Purchase decision is routine.

• Resolved by choosing familiar brand. • Dissatisfaction. • Dissatisfied with current state of product/service. • Advertising is used to help consumers recognize need for new product. 7 Sources of Need Recognition • New needs or wants. • Created by life changes.

Graduation, employment status, financial situation). • Wants are desired but not essential. • Related product purchase. • Purchase of a new product will most likely trigger purchase of accessories. New camera will require film).

8 Sources of Need Recognition • Marketer-induced recognition. • Marketers encourage discontentment with current state or situation. • Brand switching is encouraged by sales promotion.

• New products. • Innovative products may stimulate a need. • Consumers may not see a need for what the marketer is selling. 9 Examining Consumer Motivations • Marketers recognize need recognition will influence the remainder of the decision process. • To better understand consumers reasoning marketers devote considerable attention to motives. • Motives - factors that compel a consumer to take a particular action.

10 Maslows Hierarchy of Needs Physiological needs (hunger, thirst) 11 Market Research Methods • In-depth interviews. • The consumer talks freely in an unstructured interview to obtain insights into his or her motives, ideas or opinions.

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• Projective techniques. • Methods allowing consumers to project values, motives, attitudes or needs on some external object. 12 Market Research Methods • Association tests. • Consumers respond with the first thing that comes to mind when presented with some verbal or pictorial stimulus. • Focus groups.

• A group of consumers with similar backgrounds or interests discuss a product, idea or issue. PowerShow.com is a leading presentation/slideshow sharing website. Whether your application is business, how-to, education, medicine, school, church, sales, marketing, online training or just for fun, PowerShow.com is a great resource. And, best of all, most of its cool features are free and easy to use.

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