2014 slides8 - MODULE 5 FOOD MARKETING THE THEORIES SLIDE...

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SLIDE SET 8 Summer 2014 MODULE 5 FOOD MARKETING & THE THEORIES
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Consumer Behavior & Food Marketing Economic & Food Marketing Marketing Communications Health Promotion & Food Marketing CONTENT
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CONSUMER BEHAVIOR & FOOD MARKETING
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WHAT IS CONSUMER BEHAVIOUR? Interdisciplinary field; based on concepts and theories from diverse disciplines as psychology, sociology, social psychology, cultural anthropology, and economics.
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What consumers buy, but also with why they buy it, when and where and how they buy it, and how often they buy it, and also how they consume it & dispose
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DETERMINANTS OF CONSUMER BEHAVIOUR External Factors Influencing Behaviour Internal or Individual Factors Influencing Behaviour
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EXTERNAL FACTORS INFLUENCING BEHAVIOUR Factors that are controlled by external environments and that form the basis of external influences over the mind of a customer: Environmental or Situational Culture, and Sub-culture, Social Class, and Social Group, Family, and Inter-Personal Influences, Other Influences (geographical, political, economical, religious, etc.).
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INTERNAL OR INDIVIDUAL FACTORS INFLUENCING BEHAVIOUR Personality & Self-concept, Motivation & Involvement, Perception & Information Processing, Cognitive Learning and Memory Behavioral Learning Social Influence and Compliance Techniques Beliefs, Attitudes, and Behavior Change Involvement, Knowledge, and Persuasion Consumer Decision Processes
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SELECT CONSUMER BEHAVIOUR THEORIES 1. Consumer Buying Theory 2. Elaboration Likelihood Model 3. Affect and Appeal Approach 4. Halo effect 5. Maslow Hierarchy of Needs
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1. CONSUMER BUYING PROCESS THEORY Five-stage decision-making process consumer move through when purchasing a product. Stages include: Need Recognition, Information Search, Evaluation of Alternatives, Purchase and Post-Purchase Evaluation. Influences to the process include situational, psychological and social. Application : messaging can be used to influence the purchase, targeted to different stages and/or emphasize an influence to encourage food choice
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11 Five-stage decision- making process to purchase a product
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Stage 1 Need Recognition The buying process starts with need recognition. At this stage, the buyer recognizes a problem or need e.g. I am hungry or responds to a marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee). 12
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Stage 2 Information Search Internal search Buyers search their memories for information about products that might solve their problem External search Buyers seek information from outside sources Decide how much information (if any) is required. Cost benefit or economics of information 13
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Information Sources include: Personal sources: family, friends, neighbours etc Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale displays Public sources: newspapers, radio, television, consumer organizations; specialist magazines Experiential
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