© south-western publishing marketing begins with customers 6.1 6.1 understanding consumer behavior...

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MARKETING BEGINS WITH MARKETING BEGINS WITH CUSTOMERSCUSTOMERS

6.16.1 Understanding Consumer Behavior6.26.2 What Motivates Buyers?6.36.3 Types Of Decision-Making

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UNDERSTANDING UNDERSTANDING CONSUMER BEHAVIORCONSUMER BEHAVIORGOALSGOALS for Lesson 6.1Describe the importance of

understanding consumer behavior.Demonstrate and understanding of

consumer wants and needs.

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Consumer BehaviorConsumer Behavior

Final consumersBusiness consumers

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Consumers’ Wants Consumers’ Wants and Needsand NeedsA wantwant is an unfulfilled desire.A needneed is anything you require to live.

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Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

Esteem (respect and recognition)

Social (friends, love, belonging)

Security (physical safety and economic security)

Physiological (food, sleep, water, shelter, air)

Self-Actualization (to realize your potential)

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WHAT MOTIVATES WHAT MOTIVATES BUYERS?BUYERS?GOALSGOALS for Lesson 6.2Distinguish between different buying

motives.Describe the five steps of the consumer

decision-making process.

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Buying MotivesBuying Motives

Emotional motivesRational motivesPatronage motives

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The The Decision-Decision-Making Making ProcessProcess

Problem Recognition

Problem Recognition

Information Search

Information Search

Alternative Evaluation

Alternative Evaluation

PurchasePurchase

Postpurchase Evaluation

Postpurchase Evaluation

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TYPES OF DECISION-TYPES OF DECISION-MAKINGMAKINGGOALSGOALS for Lesson 6.3Describe the influences on the

consumer decision-making process.Explain how consumers and

businesses use routine, limited, and extensive decision-making.

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Influences on the Consumer Influences on the Consumer Decision-Making ProcessDecision-Making ProcessPersonalitySocial classCultural environmentReference groups

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Types of Decision-Types of Decision-MakingMakingRoutine decision-makingLimited decision-makingExtensive decision-making

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Marketers’ ResponseMarketers’ Response

If the consumer considers alternativesIf the consumer is brand-loyal