MKTG 350 1st Edition Lecture 6 Chapter 6 continuedFactors influencing the consumer decision process 1. Marketing mix:a. Product b. Pricec. Placed. Promotion2. Psychological factors: Maslawa. Motives- see hierarchical needs theory *b. Attitudes- enduring evaluation of ones thoughts and feelings about and behavior toward and object, idea, etc. i. A- affect B-feel C- do c. Perceptions – how we select, organize, and interpret information to for a meaningful picture of the world.  Based on your background d. Learning—change in our behavior or thought process because of experiences  as we learn things our perceptions change e. Lifestyle- the way we live impacts our behavior 3. Situational factors a. Purchase situation—latte (regular thing for every day) 25th wedding anniversary more thought put into decision b. Shopping situation- the atmosphere – blaring music, dark, store environment (Victoria’s Secret—soft seductive, Hollister—loud strong smells, Yankee Candle—scents and soft music, Wal-Mart – crowded smell) ____ impact of music on customer behavior – walk fast with fast music, walk slow with slow music (buy more/ more time to browse)i. Sales people—overbearing or extremely helpful picking out an outfitii. Crowding—negative? Actually good thing because you know it is popular and you leave because its not a ‘fun’ place—Williams Brice iii. Demonstrations—see new ways to use product and then you want it (wouldn’t have previously bought it if you didn’t see demonstration) reduces riskiv. Samples—you like it and want it v. Promotions – sales, coupons, gift with purchase (incentive to purchase, limited time) vi. Packaging—indicator of product quality – wine with pretty label c. Temporal state—you have to have that item tonight (store closing so you buy quickly) Time can make a difference in consumer behavior These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.4. Social factors a. Family—first influence we have as consumers childhood social consumerization- how we are socialized to like what we do i. Eggs with rice in eggs – didn’t like sleep over because of given breakfast ii. Make decisions as a family – vacation b. Reference groups—any outside influence on your behavior i. Ask friends what outfit to wear to a party ii. Ask career center what to wear to an interviewiii. Choose makeup/ styles based on what celebrities are wearing – aspirational influence iv. Negative – don’t want to be like people you purchaseInvolvement and Consumer buying decisions - High involvement- direct rout to persuasion- important to you and careful how you makedecisiono Greater attentiono Deeper processing – buying a car/ house o Develops strong attitudes and purchase intentions- Low involvement o Less attentiono Peripheral processing – not very motivated don’t care that much – canned vegetables o Generates weak attitudes and increased used of cues – used ads to catch your attention Extended problem solving – new to us, very important, never done before, buying your first house, taking first job, getting a website developed Limited problem solvingImpulse buying- candy bar, I want it nowHabitual decision making – what you get all the time—buying by force of habit (gum, coffee, etc.) Exam – bring id to class 5- 65 multiple choice questions - Value driven company – know three things that pertain to them - Know core aspects and understand them - Application and comprehension questions *Maslaw hierarchy of needs: most important from bottom down- Physical - Safety- Sense of belonging (love)- Esteem- Self actualization (about enjoying and enriching