Slideshow Describing Consumer Behavior Psychology of Marketing Four Main Applications of Consumer Behavior Consumer Decision Making Process

1. This Photo by Unknown Author is licensed under CC BY
Consumer
Behavior
Mia Pridemore

2. • CONSUMER BEHAVIOR:
• “The study of how
people- individual/groups- acquire,
use, experience, discard, and make
decisions about goods, services, or
even lifestyle practices”(Pernel).

3. The Psychology of
Marketing
• The Psychology of how the consumer is
influenced by his or her environment
• Environment: Culture, Family, Signs, Media
• Limitations in consumer knowledge
influences decisions and marketing
outcome.

4. Four Main
Applications
of
Consumer
Behavior
Marketing Strategy: The process of making
better marketing campaigns.
Social Marketing: Promoting an idea to
consumers rather than selling something.
Target market: Identifying the correct
consumer segment.
Finance: Being able to finance the correct
strategies.

5. Time Pressure
TIME PRESSURE NARROWS THE CONSUMER’S
FOCUS, GIVING THE MARKETER ONLY A BRIEF
MOMENT TO GRAB THEIR ATTENTION AND
DIRECT THEIR CHOICES.
MICRO MOMENTS: QUICKLY ASSESSING
SITUATIONS WHILE MAKING DECISIONS WHILE
MULTITASKING AND GATHERING THE
INFORMATION IN FRONT OF US.
A TYPE OF STRESS.

6. Consumer
Decision Making
Process
• Recognition of Need
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Post-Purchase Evaluation

7. Problem
Recognition
• The first stage of the process
• Deciding what you or the
customer needs.
• Ideal time for advertisement.
• Determine when your target
market develops these needs or
wants.
• Customer feels like something is
missing

8. Information
Search
• Search Stage of the Process
• Continuously changing
• Information is gathered about stuff and on
things
• Gathered from google search,
recommendations, previous experiences
• Pros vs. cons list to evaluate decision

9. Evaluation of
Alternatives
• “Is this really the right product
for me?”
• “What are my other options?”
• Customer begins to seek out the
best deal.
• Price, quality, availability

10. Purchase
• Customer has decided based on the knowledge gathered.
• Questions of, what, who, how are answered.
• Logical conclusion has been made based upon emotional connections
and experiences.

11. Post Purchase Evaluation
Key stage for the company and customer
Did the product satisfy needs/expectations?
Would the consumer come back to this brand?
Positive/Negative Feedback

12. Consumer
Involvement
3 Levels of
Involvement
1) Routine
2) Limited
3) Extensive
Classifies buying decisions &
defines the where the thought
changes over into a purchase.

13. Works Cited
• Professional Academy. “Marketing Theories – Explaining the
Consumer Decision Making
Process.” Www.professionalacademy.com, 2022,
www.professionalacademy.com/blogs/marketing-theories-
explaining-the-consumer-decision-making-process/.
• “Behavioral Science Factors for Mobile Marketing.” Think
with Google, www.thinkwithgoogle.com/marketing-
strategies/app-and-mobile/time-pressure-behavioral-
science-considerations-mobile-marketing/.
• Perner, Lars. “Consumer Behavior: The Psychology of
Marketing.” Consumerpsychologist.com, 2018,
www.consumerpsychologist.com/.
• “How to Use Consumer Involvement in
Marketing.” Magnetmarke.com, 24 July 2019,
magnetmarke.com/consumer-
involvement/#:~:text=Consumer%20Involvement%20may%2
0be%20the%20most%20suitable%20factor.