Marketing Chiara Mauri 3 Consumer behavior An overview

Marketing Chiara Mauri 3. Consumer behavior

An overview of the buying process Cultural and social influences Marketing influences/ stimuli Personal and psychological influences Consumer decision making Situational influences

What did she see before? What is she thinking? What is she doing? Will she buy? What will she buy?

Could customers in a store influence each other’s behaviour?

Social influences on consumer behavior Culture and sub-culture What are typical presents for weddings in your country? Social class The single best indicator of social class is occupation For marketing purposes, 4 typical social classes have been identified: - Upper - Middle - Working - Lower How do you think that working class women differ from upper class women in how they spend their leisure time?

Reference groups and families Primary groups: family and close friends - Husband-dominant purchases Wife-dominant purchases Children-dominant purchases Equal Which brands are you using that are the same used in your family at home? Secondary reference groups: professional associations, interest groups etc.

Marketing influences/stimuli Product influences Price influences 0, 85€ 0, 97€ 0, 99€

«Smorfia napoletana» 35 78 The Neapolitan method of choosing lottery numbers

Promo influences Place influences

Situational influences Physical features Social features Time (pressure) Task features Current conditions (momentary moods and conditions)

Personal and psychological influences Age and life cycle stage Occupation Life style Motivation Why did you choose to participate in an Erasmus program and come to LIUC for a semester/year? Perception Beliefs and attitudes Product knowledge Product involvement Consumer decision making

Maslow’s hierarchy of needs Self-actualization needs Esteem needs Social needs Safety needs Physiological needs

Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world Write the name of the brands you can remember

Total set Awareness set Consideration set Choice set Decision

Consumer decision making process Need recognition Alternative search Alternative evaluation Purchase decision Postpurchase evaluation

A consumer’s brand beliefs about mobile phones Mobile phone Attribute a A B C Importance Mobile phone A: Mobile phone B: Mobile phone C: Attribute b Attribute c Attribute d