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Unformatted text preview: Chapter 6 • Most economists assume that consumers are economic buyers (people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money). • Economic needs—concerned w/ making the best use of a consumer’s time and money—as the consumer judges it • Some economic needs are: o Economy of purchase or use o Convenience o Efficiency in operation or use o Dependability in use o Improvement of earnings • Consumer behavior for marketing strategy planning o Customers Final Consumers • Chapter 5: demographic dimensions of global consumer markets • Chapter 6: Final consumers and their buying behavior o Person making decisions --( variables lead to ) Consumer decision process Economic needs • Economy of purchase • Convenience • Efficiency • dependability Psychological variables • Motivation • Perception • Learning • Attitude • Personality/lifestyle Social influences • Family • Social class • Reference groups • Culture Purchase situation • Purchase reason • Time • surroundings Organizational Customers • Chapter 7 : Business and organizational customers and their buying behavior • Psychological variables: • Wants are “needs” that are learned during a person’s life • Drive: a strong stimulus that encourages action to reduce a need • A 4 level hierarchy similar to Maslow’s hierarchy of needs that is easier to apply to consumer behavior: o Physiological needs are concerned w/ biological needs—food, drink, rest and sex (“Got Milk?”) o Safety needs are concerned w/ protection and physical well-being (perhaps involving health, food, medicine and exercise) (“Learn and live”) o Social needs—are concerned w/ love, friendship, status and esteem—things that involve a person’s interaction with others. (“When you care enough to send the very best”) o Personal needs—concerned w/ an individual’s need for personal satisfaction—unrelated to what others think or do, such as self-esteem, accomplishment, fun, freedom and relaxation. (“So it costs a bit more. But I’m worth it!”) • Perception—how we gather and interpret info from the world around us • A selective process we go through in order to respond to stimuli around us: o 1. Selective exposure—our eyes and minds seek out and notice only info that interests us. How often have you closed a pop-up ad at a website without even noticing what it was for? o 2. Selective perception—we screen out or modify ideas, messages, and info that conflict with previously learned attitudes and beliefs o 3. Selective retention—we remember only what we want to remember • Learning—a change in a person’s thought processes caused by prior experience • Cues—products, signs, ads and other stimuli in the environment • Response—an effort to satisfy a drive. The specific response chosen depends on the cues and the person’s past experience •...
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This note was uploaded on 04/27/2008 for the course MKT 320 taught by Professor Miller during the Fall '08 term at University of Texas.
- Fall '08