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Lecture 5

Business Administration 3301K Lecture 5: MOS 2320 Lecture 5

7 Pages
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Department
Business Administration
Course Code
Business Administration 3301K
Professor
John White

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MOS 2320 Lecture 5
May 31, 2016
Chapter 4 Consumer Behavior
POP Quiz #1
Consumer Behavior
Use principles and theories from sociology, anthropology and psychology
Understand consumer actions
Develop basic strategies to deal with those actions
Understand what and why people buy products or service.
Factors influencing Consumer Behavior (PPT 29 -40)
I. Psychological factors:
a. Motives – Maslow’s Hierarchy of Need
Physiological
basic biological
necessities
Safety
protection and
physical well-being
Love (social)
Esteem – satisfy
inner desire
Self-actualization – completely satisfied with life and how you live
b. Attitudes
b.i. Cognitive aspect reflects what we believe to be true
b.ii. Affective component involves what we feel about the issue at hand
Cognitive dissonance
b.iii. Behavioral component comprises the actions we undertake with
regard to that issue
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c. Perception
Perception is the process by which we select, organize, and interpret
information to form a meaningful picture of the world
Selective attention
Customers who listen to only message that are consistent with their
belief, and not others.
Selective distortion
Selective retention
The situation where consumers do not remember all the information
they see, read or hear. Marketers can provide the information in
various other forms such as print, online, and other displays to
reinforce their message
Selective exposure
d. Learning
Affect both attitudes and perceptions
Affected by social experiences
e. Lifestyle
A person’s pattern of living as expressed in his or her psychographics
f. Personality
Individuals have a personality.
II. Social factors
a. Family
The most important consumer buying organization
Decision-maker’s influencers
b. Roles & Status (the role you see yourself in)
The groups, family, clubs, and organizations that a person belongs to that can
define role and social status
c. Reference groups
A basis for comparison regarding beliefs, feelings, and behaviors.
Membership groups
Aspirational groups – even not in the group, but would like to join
Dissociative groups – the group member do not want you to join
which makes you more want to join in
d. Culture (powerful)
Shared meanings, beliefs, morals, values, and customers of a group of
people.
Like reference groups, cultures influence consumer behaviors.
III. Situational factors
a. Purchase Situation
b. Shopping Situation
b.i. Store atmosphere
b.ii. Sale people
b.iii. Crowding
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Description
MOS 2320 Lecture 5 May 31, 2016 Chapter 4 Consumer Behavior POP Quiz 1 Consumer Behavior Use principles and theories from sociology, anthropology and psychology Understand consumer actions Develop basic strategies to deal with those actions Understand what and why people buy products or service. Factors influencing Consumer Behavior (PPT 29 40) I. Psychological factors: a. Motives Maslows Hierarchy of Need Physiological basic biological necessities Safety protection and physical wellbeing Love (social) Esteem satisfy inner desire Selfactualization completely satisfied with life and how you live b. Attitudes b.i. Cognitive aspect reflects what we believe to be true b.ii. Affective component involves what we feel about the issue at hand Cognitive dissonance b.iii. Behavioral component comprises the actions we undertake with regard to that issue
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