Description 16% of population Traditional The last people to adopt an innovation Most “localite” in outlook Oriented to the past Suspicious of the new Table 15.11 Stages in Adoption Process NAME OF STAGE WHAT HAPPENS DURING THIS STAGE EXAMPLE Awareness Consumer is first exposed to the product ...
29、 Process,Marketers should help consumers move,through these stages.,6 -,45,Stages in the Adoption Process,1.,Awareness:,Consumer becomes aware of the new product, but,lacks information about it.,2.,Interest:,Consumer seeks information about new product.,3.,Evaluation:,Consumer considers whet...
11、ce Accountable Fair Trustworthy Concern for Others Loyal Honest Integrity Universal Values 1-10 Copyright 1999 Prentice Hall Other Marketing Ethics Issues Do Marketers Create Artificial Needs? Response: Marketing attempts to create awareness that these needs do exist, rather than to create them. Ar...
ProductChoiceBrandChoiceDealerChoice Buyer’sResponse PurchaseTimingPurchaseAmount FactorsInfluencingConsumerBehavior CulturalSocialPersonal CultureSubcultureSocialclassReferencegroupsFamilyRolesandstatus Ageandlife-cycleOccupationEconomicsituationLifestylePersonalityandself-concept 5-4 Psychological MotivationPerceptionLearning...
Evaluation of Alternatives 2) Information Search 1) Need Recognition Cultural, Social, Individual and Psychological Factors affect all steps Think of a recent important purchase – briefly draw a flowchart of the steps you recall moving through from the awareness of need to post purchase What influen...
22 Jian Hong SHAO USTB Awareness: Consumer is aware of product, but lacks information. Interest: Consumer seeks Information about new product. Evaluation: Consumer considers trying new product. Trial: Consumer tries new product on a small scale. Adoption: Consumer decides to make regular use of ...
aWe cannot see an attitude, a personality characteristic, a person's knowledge about or awareness of a particular product, or other psychological characteristics such as intelligence, mental anxiety, or whatever. These characteristics are all part of the consumer's black box. Their magnitude must be...
Socialclass •Socialclassreflectsnotonlyincome,butoccupation,education,areaofresidenceandvalueorientation•Distinctproductandbrandpreferencesinclothing,homefurnishings,leisureactivitiesandautomobiles.•Differenceinmediapreference(magazine)•Lowersocialclass–sportsandscandals•Middle–fashion,romanceandcelebrity•High...
Chapter 6 Consumer Markets and Consumer Buying Behavior objectives 1. Define the consumer market and construct a simple model of consumer buyer behavior. 2. Name the four major factors that influence consumer buyer behavior. 3. List and understand the stages in the buyer decision process. 4. Des...
•Understandingconsumerbehaviorand “knowingcustomers”isneversimple •CanWal–Mart’smagicworkinLatin America? •Disappointingsales •Narrowaisles,crowdedmerchandise, hugeparkinglots,red,whiteandblue banners,multipackitems Whatisconsumerbehavior? •Consumerbuyingbehavior •Howindividuals,groups,and organiza...