Summary Consumer behavior + powerpoints

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Summary - Consumer behavior + powerpoints

  • 1.1 Buying behavior

  • Buying behavior
  • By individuals for consumers:
    Buying decisions made by consumers
  • By collective for consumers:
    Buying decisions made by families
  • By individual for organization (s):
    Buying decisions made by representatives
  • By collective for organization (s):
    Buying decisions made by a buying center
  • 1.2 Consumer behavior

  • Consumer behavior:
    the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs
  • Support activities:
    • Organization
    • Human resources
    • Technology
    • Purchasing
    • Research and development
  • Primary activities (Porters value chain):
    • Inbound logistics
    • Operations
    • Outbound logistics
    • Marketing and sales: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers based on their needs
    • Service: customer interaction, gives back to r&d, operations and inbound logistics
  • There are various theoretical approaches to consumer behavior:
    • Economic man
    • Psycho dynamic
    • Behaviorist
    • Cognitive
    • Humanistic
  • Economic man:
    Foundation: micro-economics & statistics
    Premises:
    • Maximize utility
    • Perfect information  
  • Psycho-dynamic:
    Foundation: Psychology & biology
    Premises: 
    • Instinctive forces
    • Pleasure vs. reality (super ego) principle  
  • Behaviorist:
    Foundation: Psychology
    Premises:
    • Stimulus response
    • Behavior explained by external events
    • All things organisms do is behavior  
  • Cognitive:
    Foundation: Psychology, sociology, philosophy
    Premises:
    • Stimulus-organism response
    • Individual is information processor
    • Intrapersonal cognition  
  • Humanistic:
    Foundation: Psychology, philosophy
    Premises:
    • Introspective, subjective reality
    • Self-actualization
    • Emotion, volition, egoism  
  • 1.3 Cognitive consumer behavioral models

  • Cognitive consumer behavioral models
  • Cognitive consumer behavioral model consists of:
    • Analytic
    • Prescriptive
  • Analytic consists of:
    • Consumer decision model
    • Theory of buyer behavior
  • Prescriptive consists of:
    • Theory of reasoned action
    • Theory of planned behavior
  • Consumer decision model (EKB):
    Model
  • The EKB model consists of the following steps:
    1. Input
    2. Information processing
    3. Decision process
    4. Decision variables
    5. Influence variables
  • Input consists of:
    Marketing stimuli
  • Information processing consists of:
    • Exposure
    • Attention
    • Comprehension/perception
    • Acceptance
    • Retention
  • Decision process consists of:
    • Need recognition 
    • Information search
    • Alternative evaluation
    • Choice/purchase
    • Outcomes; satisfaction etc.
  • Decision variables consists of:
    • Beliefs
    • Attitudes
    • Intentions  
  • Influence variables consists of:
    • Social influences
    • Individual characteristics
    • Situational influences
  • Between information processing and decision process is:
    Memory & learning
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