CHAPTER 6 Analyzing Consumer Markets Copyright 2016 Pearson
![CHAPTER 6 Analyzing Consumer Markets Copyright © 2016 Pearson Education Ltd. 6 - CHAPTER 6 Analyzing Consumer Markets Copyright © 2016 Pearson Education Ltd. 6 -](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-1.jpg)
![LEARNING OBJECTIVES 1. 2. 3. 4. How do consumer characteristics influence buying behavior? What LEARNING OBJECTIVES 1. 2. 3. 4. How do consumer characteristics influence buying behavior? What](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-2.jpg)
![WHAT INFLUENCES CONSUMER BEHAVIOR? • Consumer behavior – The study of how individuals, groups, WHAT INFLUENCES CONSUMER BEHAVIOR? • Consumer behavior – The study of how individuals, groups,](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-3.jpg)
![WHAT INFLUENCES CONSUMER BEHAVIOR? • Cultural factors – Culture – Subcultures – Social classes WHAT INFLUENCES CONSUMER BEHAVIOR? • Cultural factors – Culture – Subcultures – Social classes](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-4.jpg)
![WHAT INFLUENCES CONSUMER BEHAVIOR? • Social factors Reference groups Cliques Family Roles and status WHAT INFLUENCES CONSUMER BEHAVIOR? • Social factors Reference groups Cliques Family Roles and status](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-5.jpg)
![REFERENCE GROUPS • Membership groups – Primary vs. secondary • Aspirational groups • Dissociative REFERENCE GROUPS • Membership groups – Primary vs. secondary • Aspirational groups • Dissociative](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-6.jpg)
![FAMILY • Family of orientation vs. family of procreation Copyright © 2016 Pearson Education FAMILY • Family of orientation vs. family of procreation Copyright © 2016 Pearson Education](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-7.jpg)
![WHAT INFLUENCES CONSUMER BEHAVIOR? • Personal factors – Age/stage in life cycle – Occupation WHAT INFLUENCES CONSUMER BEHAVIOR? • Personal factors – Age/stage in life cycle – Occupation](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-8.jpg)
![KEY PSYCHOLOGICAL PROCESSES Motivation Memory Perception Emotions Learning Copyright © 2016 Pearson Education Ltd. KEY PSYCHOLOGICAL PROCESSES Motivation Memory Perception Emotions Learning Copyright © 2016 Pearson Education Ltd.](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-9.jpg)
![FIGURE 6. 1 MODEL OF CONSUMER BEHAVIOR Copyright © 2016 Pearson Education Ltd. 6 FIGURE 6. 1 MODEL OF CONSUMER BEHAVIOR Copyright © 2016 Pearson Education Ltd. 6](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-10.jpg)
![KEY PSYCHOLOGICAL PROCESSES • Motivation – A need becomes a motive when it is KEY PSYCHOLOGICAL PROCESSES • Motivation – A need becomes a motive when it is](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-11.jpg)
![MOTIVATION Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory Behavior is guided by MOTIVATION Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory Behavior is guided by](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-12.jpg)
![FIGURE 6. 2 MASLOW’S HIERARCHY OF NEEDS Copyright © 2016 Pearson Education Ltd. 6 FIGURE 6. 2 MASLOW’S HIERARCHY OF NEEDS Copyright © 2016 Pearson Education Ltd. 6](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-13.jpg)
![KEY PSYCHOLOGICAL PROCESSES • Perception – The process by which we select, organize, and KEY PSYCHOLOGICAL PROCESSES • Perception – The process by which we select, organize, and](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-14.jpg)
![PERCEPTION Selective attention Selective distortion Selective retention Subliminal perception Copyright © 2016 Pearson Education PERCEPTION Selective attention Selective distortion Selective retention Subliminal perception Copyright © 2016 Pearson Education](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-15.jpg)
![KEY PSYCHOLOGICAL PROCESSES • Learning – Induces changes in our behavior arising from experience KEY PSYCHOLOGICAL PROCESSES • Learning – Induces changes in our behavior arising from experience](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-16.jpg)
![KEY PSYCHOLOGICAL PROCESSES • Emotions – Many different kinds of emotions can be linked KEY PSYCHOLOGICAL PROCESSES • Emotions – Many different kinds of emotions can be linked](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-17.jpg)
![KEY PSYCHOLOGICAL PROCESSES • Memory – Short-term vs. long-term memory – Associative network memory KEY PSYCHOLOGICAL PROCESSES • Memory – Short-term vs. long-term memory – Associative network memory](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-18.jpg)
![THE BUYING DECISION PROCESS • The consumer typically passes through five stages – Problem THE BUYING DECISION PROCESS • The consumer typically passes through five stages – Problem](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-19.jpg)
![THE BUYING DECISION PROCESS • Problem recognition – The buyer recognizes a problem/need triggered THE BUYING DECISION PROCESS • Problem recognition – The buyer recognizes a problem/need triggered](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-20.jpg)
![THE BUYING DECISION PROCESS • Information search ü Personal sources ü Commercial sources ü THE BUYING DECISION PROCESS • Information search ü Personal sources ü Commercial sources ü](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-21.jpg)
![FIGURE 6. 5 SETS INVOLVED IN DECISION MAKING Copyright © 2016 Pearson Education Ltd. FIGURE 6. 5 SETS INVOLVED IN DECISION MAKING Copyright © 2016 Pearson Education Ltd.](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-22.jpg)
![THE BUYING DECISION PROCESS • Evaluation of alternatives – Expectancy-value model Copyright © 2016 THE BUYING DECISION PROCESS • Evaluation of alternatives – Expectancy-value model Copyright © 2016](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-23.jpg)
![THE BUYING DECISION PROCESS • Purchase decision – Compensatory vs. noncompensatory models Conjunctive heuristic THE BUYING DECISION PROCESS • Purchase decision – Compensatory vs. noncompensatory models Conjunctive heuristic](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-24.jpg)
![INTERVENING FACTORS Copyright © 2016 Pearson Education Ltd. 6 -25 INTERVENING FACTORS Copyright © 2016 Pearson Education Ltd. 6 -25](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-25.jpg)
![TYPES OF PERCEIVED RISK Functional risk Physical risk Financial risk Time risk Psychological risk TYPES OF PERCEIVED RISK Functional risk Physical risk Financial risk Time risk Psychological risk](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-26.jpg)
![THE BUYING DECISION PROCESS • Postpurchase behavior – Postpurchase satisfaction – Postpurchase actions – THE BUYING DECISION PROCESS • Postpurchase behavior – Postpurchase satisfaction – Postpurchase actions –](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-27.jpg)
![FIGURE 6. 7 CUSTOMER PRODUCT USE/DISPOSAL Copyright © 2016 Pearson Education Ltd. 6 -28 FIGURE 6. 7 CUSTOMER PRODUCT USE/DISPOSAL Copyright © 2016 Pearson Education Ltd. 6 -28](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-28.jpg)
![MODERATING EFFECTS ON CONSUMER DECISION MAKING • Low-involvement Consumer Decision Making • Variety-Seeking Buying MODERATING EFFECTS ON CONSUMER DECISION MAKING • Low-involvement Consumer Decision Making • Variety-Seeking Buying](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-29.jpg)
![BEHAVIORAL ECONOMICS • Decision Heuristics – Availability heuristic – Representativeness heuristic – Anchoring and BEHAVIORAL ECONOMICS • Decision Heuristics – Availability heuristic – Representativeness heuristic – Anchoring and](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-30.jpg)
![Copyright © 2016 Pearson Education Ltd. 6 -31 Copyright © 2016 Pearson Education Ltd. 6 -31](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-31.jpg)
- Slides: 31
![CHAPTER 6 Analyzing Consumer Markets Copyright 2016 Pearson Education Ltd 6 CHAPTER 6 Analyzing Consumer Markets Copyright © 2016 Pearson Education Ltd. 6 -](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-1.jpg)
CHAPTER 6 Analyzing Consumer Markets Copyright © 2016 Pearson Education Ltd. 6 -
![LEARNING OBJECTIVES 1 2 3 4 How do consumer characteristics influence buying behavior What LEARNING OBJECTIVES 1. 2. 3. 4. How do consumer characteristics influence buying behavior? What](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-2.jpg)
LEARNING OBJECTIVES 1. 2. 3. 4. How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberative, rational decision process? Copyright © 2016 Pearson Education Ltd. 6 -2
![WHAT INFLUENCES CONSUMER BEHAVIOR Consumer behavior The study of how individuals groups WHAT INFLUENCES CONSUMER BEHAVIOR? • Consumer behavior – The study of how individuals, groups,](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-3.jpg)
WHAT INFLUENCES CONSUMER BEHAVIOR? • Consumer behavior – The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants – Influenced by cultural, social, and personal factors Copyright © 2016 Pearson Education Ltd. 6 -3
![WHAT INFLUENCES CONSUMER BEHAVIOR Cultural factors Culture Subcultures Social classes WHAT INFLUENCES CONSUMER BEHAVIOR? • Cultural factors – Culture – Subcultures – Social classes](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-4.jpg)
WHAT INFLUENCES CONSUMER BEHAVIOR? • Cultural factors – Culture – Subcultures – Social classes Copyright © 2016 Pearson Education Ltd. 6 -4
![WHAT INFLUENCES CONSUMER BEHAVIOR Social factors Reference groups Cliques Family Roles and status WHAT INFLUENCES CONSUMER BEHAVIOR? • Social factors Reference groups Cliques Family Roles and status](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-5.jpg)
WHAT INFLUENCES CONSUMER BEHAVIOR? • Social factors Reference groups Cliques Family Roles and status Copyright © 2016 Pearson Education Ltd. 6 -5
![REFERENCE GROUPS Membership groups Primary vs secondary Aspirational groups Dissociative REFERENCE GROUPS • Membership groups – Primary vs. secondary • Aspirational groups • Dissociative](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-6.jpg)
REFERENCE GROUPS • Membership groups – Primary vs. secondary • Aspirational groups • Dissociative groups • Opinion leader Copyright © 2016 Pearson Education Ltd. 6 -6
![FAMILY Family of orientation vs family of procreation Copyright 2016 Pearson Education FAMILY • Family of orientation vs. family of procreation Copyright © 2016 Pearson Education](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-7.jpg)
FAMILY • Family of orientation vs. family of procreation Copyright © 2016 Pearson Education Ltd. 6 -7
![WHAT INFLUENCES CONSUMER BEHAVIOR Personal factors Agestage in life cycle Occupation WHAT INFLUENCES CONSUMER BEHAVIOR? • Personal factors – Age/stage in life cycle – Occupation](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-8.jpg)
WHAT INFLUENCES CONSUMER BEHAVIOR? • Personal factors – Age/stage in life cycle – Occupation and economic circumstances – Personality and selfconcept – Lifestyle and values Copyright © 2016 Pearson Education Ltd. 6 -8
![KEY PSYCHOLOGICAL PROCESSES Motivation Memory Perception Emotions Learning Copyright 2016 Pearson Education Ltd KEY PSYCHOLOGICAL PROCESSES Motivation Memory Perception Emotions Learning Copyright © 2016 Pearson Education Ltd.](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-9.jpg)
KEY PSYCHOLOGICAL PROCESSES Motivation Memory Perception Emotions Learning Copyright © 2016 Pearson Education Ltd. 6 -9
![FIGURE 6 1 MODEL OF CONSUMER BEHAVIOR Copyright 2016 Pearson Education Ltd 6 FIGURE 6. 1 MODEL OF CONSUMER BEHAVIOR Copyright © 2016 Pearson Education Ltd. 6](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-10.jpg)
FIGURE 6. 1 MODEL OF CONSUMER BEHAVIOR Copyright © 2016 Pearson Education Ltd. 6 -10
![KEY PSYCHOLOGICAL PROCESSES Motivation A need becomes a motive when it is KEY PSYCHOLOGICAL PROCESSES • Motivation – A need becomes a motive when it is](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-11.jpg)
KEY PSYCHOLOGICAL PROCESSES • Motivation – A need becomes a motive when it is aroused to a sufficient level of intensity to drive us to act Copyright © 2016 Pearson Education Ltd. 6 -11
![MOTIVATION Freuds Theory Maslows Hierarchy of Needs Herzbergs TwoFactor Theory Behavior is guided by MOTIVATION Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory Behavior is guided by](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-12.jpg)
MOTIVATION Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory Behavior is guided by subconscious motivations Behavior is driven by lowest, unmet need Behavior is guided by dissatisfiers and satisfiers Copyright © 2016 Pearson Education Ltd. 6 -12
![FIGURE 6 2 MASLOWS HIERARCHY OF NEEDS Copyright 2016 Pearson Education Ltd 6 FIGURE 6. 2 MASLOW’S HIERARCHY OF NEEDS Copyright © 2016 Pearson Education Ltd. 6](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-13.jpg)
FIGURE 6. 2 MASLOW’S HIERARCHY OF NEEDS Copyright © 2016 Pearson Education Ltd. 6 -13
![KEY PSYCHOLOGICAL PROCESSES Perception The process by which we select organize and KEY PSYCHOLOGICAL PROCESSES • Perception – The process by which we select, organize, and](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-14.jpg)
KEY PSYCHOLOGICAL PROCESSES • Perception – The process by which we select, organize, and interpret information inputs to create a meaningful picture of the world Copyright © 2016 Pearson Education Ltd. 6 -14
![PERCEPTION Selective attention Selective distortion Selective retention Subliminal perception Copyright 2016 Pearson Education PERCEPTION Selective attention Selective distortion Selective retention Subliminal perception Copyright © 2016 Pearson Education](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-15.jpg)
PERCEPTION Selective attention Selective distortion Selective retention Subliminal perception Copyright © 2016 Pearson Education Ltd. 6 -15
![KEY PSYCHOLOGICAL PROCESSES Learning Induces changes in our behavior arising from experience KEY PSYCHOLOGICAL PROCESSES • Learning – Induces changes in our behavior arising from experience](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-16.jpg)
KEY PSYCHOLOGICAL PROCESSES • Learning – Induces changes in our behavior arising from experience – Drive and cues – Generalization and discrimination Copyright © 2016 Pearson Education Ltd. 6 -16
![KEY PSYCHOLOGICAL PROCESSES Emotions Many different kinds of emotions can be linked KEY PSYCHOLOGICAL PROCESSES • Emotions – Many different kinds of emotions can be linked](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-17.jpg)
KEY PSYCHOLOGICAL PROCESSES • Emotions – Many different kinds of emotions can be linked to brands Copyright © 2016 Pearson Education Ltd. 6 -17
![KEY PSYCHOLOGICAL PROCESSES Memory Shortterm vs longterm memory Associative network memory KEY PSYCHOLOGICAL PROCESSES • Memory – Short-term vs. long-term memory – Associative network memory](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-18.jpg)
KEY PSYCHOLOGICAL PROCESSES • Memory – Short-term vs. long-term memory – Associative network memory model – Brand associations – Memory encoding – Memory retrieval Copyright © 2016 Pearson Education Ltd. 6 -18
![THE BUYING DECISION PROCESS The consumer typically passes through five stages Problem THE BUYING DECISION PROCESS • The consumer typically passes through five stages – Problem](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-19.jpg)
THE BUYING DECISION PROCESS • The consumer typically passes through five stages – Problem recognition – Information search – Evaluation of alternatives – Purchase decision – Postpurchase behavior Copyright © 2016 Pearson Education Ltd. 6 -19
![THE BUYING DECISION PROCESS Problem recognition The buyer recognizes a problemneed triggered THE BUYING DECISION PROCESS • Problem recognition – The buyer recognizes a problem/need triggered](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-20.jpg)
THE BUYING DECISION PROCESS • Problem recognition – The buyer recognizes a problem/need triggered by internal/external stimuli Copyright © 2016 Pearson Education Ltd. 6 -20
![THE BUYING DECISION PROCESS Information search ü Personal sources ü Commercial sources ü THE BUYING DECISION PROCESS • Information search ü Personal sources ü Commercial sources ü](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-21.jpg)
THE BUYING DECISION PROCESS • Information search ü Personal sources ü Commercial sources ü Public sources ü Experiential sources Copyright © 2016 Pearson Education Ltd. 6 -21
![FIGURE 6 5 SETS INVOLVED IN DECISION MAKING Copyright 2016 Pearson Education Ltd FIGURE 6. 5 SETS INVOLVED IN DECISION MAKING Copyright © 2016 Pearson Education Ltd.](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-22.jpg)
FIGURE 6. 5 SETS INVOLVED IN DECISION MAKING Copyright © 2016 Pearson Education Ltd. 6 -22
![THE BUYING DECISION PROCESS Evaluation of alternatives Expectancyvalue model Copyright 2016 THE BUYING DECISION PROCESS • Evaluation of alternatives – Expectancy-value model Copyright © 2016](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-23.jpg)
THE BUYING DECISION PROCESS • Evaluation of alternatives – Expectancy-value model Copyright © 2016 Pearson Education Ltd. 6 -23
![THE BUYING DECISION PROCESS Purchase decision Compensatory vs noncompensatory models Conjunctive heuristic THE BUYING DECISION PROCESS • Purchase decision – Compensatory vs. noncompensatory models Conjunctive heuristic](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-24.jpg)
THE BUYING DECISION PROCESS • Purchase decision – Compensatory vs. noncompensatory models Conjunctive heuristic Lexicographic heuristic Elimination-by-aspects heuristic Copyright © 2016 Pearson Education Ltd. 6 -24
![INTERVENING FACTORS Copyright 2016 Pearson Education Ltd 6 25 INTERVENING FACTORS Copyright © 2016 Pearson Education Ltd. 6 -25](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-25.jpg)
INTERVENING FACTORS Copyright © 2016 Pearson Education Ltd. 6 -25
![TYPES OF PERCEIVED RISK Functional risk Physical risk Financial risk Time risk Psychological risk TYPES OF PERCEIVED RISK Functional risk Physical risk Financial risk Time risk Psychological risk](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-26.jpg)
TYPES OF PERCEIVED RISK Functional risk Physical risk Financial risk Time risk Psychological risk Social risk Copyright © 2016 Pearson Education Ltd. 6 -26
![THE BUYING DECISION PROCESS Postpurchase behavior Postpurchase satisfaction Postpurchase actions THE BUYING DECISION PROCESS • Postpurchase behavior – Postpurchase satisfaction – Postpurchase actions –](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-27.jpg)
THE BUYING DECISION PROCESS • Postpurchase behavior – Postpurchase satisfaction – Postpurchase actions – Postpurchase uses and disposal Copyright © 2016 Pearson Education Ltd. 6 -27
![FIGURE 6 7 CUSTOMER PRODUCT USEDISPOSAL Copyright 2016 Pearson Education Ltd 6 28 FIGURE 6. 7 CUSTOMER PRODUCT USE/DISPOSAL Copyright © 2016 Pearson Education Ltd. 6 -28](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-28.jpg)
FIGURE 6. 7 CUSTOMER PRODUCT USE/DISPOSAL Copyright © 2016 Pearson Education Ltd. 6 -28
![MODERATING EFFECTS ON CONSUMER DECISION MAKING Lowinvolvement Consumer Decision Making VarietySeeking Buying MODERATING EFFECTS ON CONSUMER DECISION MAKING • Low-involvement Consumer Decision Making • Variety-Seeking Buying](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-29.jpg)
MODERATING EFFECTS ON CONSUMER DECISION MAKING • Low-involvement Consumer Decision Making • Variety-Seeking Buying Behavior Copyright © 2016 Pearson Education Ltd. 6 -29
![BEHAVIORAL ECONOMICS Decision Heuristics Availability heuristic Representativeness heuristic Anchoring and BEHAVIORAL ECONOMICS • Decision Heuristics – Availability heuristic – Representativeness heuristic – Anchoring and](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-30.jpg)
BEHAVIORAL ECONOMICS • Decision Heuristics – Availability heuristic – Representativeness heuristic – Anchoring and adjustment heuristic • Framing – Mental accounting Copyright © 2016 Pearson Education Ltd. 6 -30
![Copyright 2016 Pearson Education Ltd 6 31 Copyright © 2016 Pearson Education Ltd. 6 -31](https://slidetodoc.com/presentation_image/148ea0a6988597e6d5d95b10cd7ef16c/image-31.jpg)
Copyright © 2016 Pearson Education Ltd. 6 -31
Analyzing consumer markets
Analyzing consumer markets
Analyzing consumer markets
Analyzing consumer markets and buyer behavior
Analyzing consumer markets
Analyzing consumer markets and buyer behavior
The most basic determinant of a person's wants and behavior
Analyzing consumer market
Characteristics of consumer behavior
Retail consumer behaviour ppt
Business markets and business buyer behavior ppt
Analyzing consumer markets
Changes in an individual's behavior arising from experience
Primary consumer secondary consumer tertiary consumer
Chapter 5 consumer markets and buyer behavior
Analyzing consumer market
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2016 pearson education inc
2016 pearson education inc
2016 pearson education inc
2016 pearson education inc
2016 pearson education inc
2016 pearson education inc
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2016 pearson education inc
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