Beruflich Dokumente
Kultur Dokumente
When to buy
What to buy (product type/brand)
Where to buy
How to pay
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Motives of Purchase
Personal Motives Social Motives
Role Playing
Diversion Self-gratification
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Evaluative Criteria
Evaluative Criteria
Individual Characteristics
Purchase Characteristics
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Individual Characteristics
Lifestyles Economic Variables Views of Shopping Situations
Purchase Characteristics
Types of Product Timing Variables Price/Quality Situation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Evaluative Criteria
Evaluative Criteria
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Evaluative Criteria
Location Nature of Quality and Assortment Price Advertising and Promotion Sales Personnel Services Offered Physical Store Attributes Store Clientele Point-of-Purchase Displays Consumer Logistics
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Evaluative Criteria
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Catalog
Internet
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Catalog
Internet
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Catalog
Internet
Specialty store
Hypermarket
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Store Choice
Choosing the specific retailer from which to purchase (Name and Location)
Purchase
Outcome
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Store Choice
Choosing the specific retailer from which to purchase (Name and Location)
Purchase
Wal*Mart or Kmart
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Store Choice
Choosing the specific retailer from which to purchase (Name and Location)
Purchase
The process of securing the product
Wal*Mart or Kmart
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Store Choice
Choosing the specific retailer from which to purchase (Name and Location)
Purchase
The process of securing the product
Wal*Mart or Kmart
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Evaluative Criteria
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Location
Physical location of store
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Price
The importance of price depends on nature of the consumer
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Price
The importance of price depends on nature of the consumer Consumers perception of price versus actual price
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Price
The importance of price depends on nature of the consumer Consumers perception of price versus actual price
Everyday Low Prices (EDLP) emphasizes low prices rather than one-time promotional prices
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Price
The importance of price depends on nature of the consumer Consumers perception of price versus actual price
Everyday Low Prices (EDLP) emphasizes low prices rather than one-time promotional prices
Lowest price versus price in acceptable or expected range
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Price
Effects of price promotions on: Brand image Retailer image Short term buying behavior Long term buying behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Information Advertising
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Sales Personnel
Sales personnel still play an important role in selecting a retailer
Sales success depends on:
Sales Personnel
How successful or persuasive a sales person is depends on:
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Sales Personnel
How successful or persuasive a sales person is depends on: Perceived knowledge and expertise
Perceived trustworthiness
Customer knowledge
Adaptability
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Sales Personnel
How successful or persuasive a sales person is depends on: Perceived knowledge and expertise
Perceived trustworthiness
Customer knowledge
Video conferencing
24 hour operation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Store Clientele
Who shops at a store affects a persons decision to shop there
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Store Clientele
Who shops at a store affects a persons decision to shop there Consumers tend match their selfimage with that of the store
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Store Clientele
Who shops at a store affects a persons decision to shop there Consumers tend match their selfimage with that of the store
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Store Clientele
Who shops at a store affects a persons decision to shop there Consumers tend match their selfimage with that of the store
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Point-of-Purchase Materials
POP displays help gain attention inside the store
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Point-of-Purchase Materials
POP displays help gain attention inside the store Advantages of POP displays: Less expensive form of promotion Can compensate for fewer sales persons on the floor
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Consumer Logistics
Consumer Logistics: focuses on the speed and ease with which consumers move through the retail and entire shopping process Examines how factors such as signage, lighting, aisle width, and parking affect the purchase process
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Consumer Logistics
Stages of Consumer Logistics Preparation Arriving at the store Entering the store Moving through the store Checkout Going home and storage Inventory replenishment What factors affect each stage?
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Money
Attention
Time
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Money (unlimited)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Firms sometimes use time prices in their ads (only takes 1 hour to install or deodorant takes 10 seconds to dry)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
prepared meals (shop for groceries and buy completed dinner at same store)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Cognitive Resources
Cognitive resources: mental capacity available for undertaking information-processing activities
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Cognitive Resources
Cognitive resources: mental capacity available for undertaking information-processing activities Capacity: cognitive resources that an individual has available at any given time for processing information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Cognitive Resources
Cognitive resources: mental capacity available for undertaking information-processing activities Capacity: cognitive resources that an individual has available at any given time for processing information
How much of this resource do consumers spend when shopping or making a purchase?
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Cognitive Resources
Attention: allocation of cognitive resources
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Cognitive Resources
Attention: allocation of cognitive resources In addition to paying money and time for purchases, consumers also pay attention
Direction: focus of attention Intensity: the amount of capacity focused in a particular direction Role in advertising, POP displays, and care and use instructions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Cognitive Resources
Information overload may occur if too much information is provided, and it exceeds capacity What happens if too much information is included on package? Do consumers make poor decisions or stop processing?
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.
Consumer Behavior
Roger D. Blackwell Paul W. Miniard James F. Engel
Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc. 6277 Sea Harbor Drive Orlando, Florida 32887-6777 Copyright2001 by Harcourt, Inc. All rights reserved.