This is a title slide for "Temas de Investigación - Grupo No. 1" (Research Topics - Group No. 1). The subtitle highlights the focus on "Consumer Behavior: Models, Decisions, and Markets."

Temas de Investigación - Grupo No. 1

Consumer Behavior: Models, Decisions, and Markets

This agenda slide outlines a presentation on consumer behavior, starting with fundamentals like models, characteristics, and decision-making types. It then covers purchase types, decision stages, adoption and international behavior, plus other markets and key takeaways.

Presentation Agenda

1. Consumer Behavior Fundamentals

Model, characteristics, and decision-making types.

2. Purchase and Decision Types

Complex, habitual, variety-seeking purchases.

3. Decision-Making Process Stages

Recognition, search, evaluation, purchase, post-behavior.

4. Adoption and International Behavior

Adoption process and international consumer behavior.

5. Other Markets and Conclusion

Business, government markets, and key takeaways.

This slide introduces the Engel-Kollat-Blackwell (EBK) model of consumer behavior and the Howard-Sheth model of buying behavior. It outlines stimuli and information processing as key inputs, with purchase decisions and satisfaction as outputs.

1. Model of Consumer Behavior & Purchasing

• Engel-Kollat-Blackwell (EBK) model of consumer behavior
• Howard-Sheth model of buying behavior
• Stimuli and information processing as inputs
• Purchase decision and satisfaction as outputs

This slide outlines key characteristics affecting purchasing decisions, grouped into cultural, social, personal, and psychological factors. It specifies culture/subcultures, groups/family/roles, age/occupation/lifestyle, and motivation/perception/beliefs, respectively.

2. Characteristics Affecting Purchasing

• Cultural factors: culture and subcultures
• Social factors: groups, family, and roles
• Personal factors: age, occupation, and lifestyle
• Psychological factors: motivation, perception, and beliefs

The slide "3. Types of Consumer Decision-Making" outlines four types in a table format. They are: Complex (high involvement), Dissonance-reducing (similar brands), Habitual (low involvement), and Variety-seeking (brand switching).

3. Types of Consumer Decision-Making

{ "headers": [ "Type", "Description" ], "rows": [ [ "Complex", "High involvement" ], [ "Dissonance-reducing", "Similar brands" ], [ "Habitual", "Low involvement" ], [ "Variety-seeking", "Brand switching" ] ] }

Slide 4 outlines four specific purchase behaviors: complex, dissonance-reducing, habitual, and variety-seeking. Complex involves extensive information search and evaluation, dissonance-reducing addresses post-purchase doubt, habitual features routine buys with minimal effort, and variety-seeking seeks stimulation through product novelty.

4. Specific Purchase Behaviors

• Complex: Extensive information search and evaluation
• Dissonance-reducing: Addresses post-purchase doubt
• Habitual: Routine buys with minimal effort
• Variety-seeking: Stimulation through product novelty

The slide outlines the five stages of the Consumer Decision-Making Process in a workflow table: Problem Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-Purchase Behavior. Each stage provides a concise description, from identifying needs and gathering info to evaluating options, buying, and assessing post-purchase satisfaction.

5. Consumer Decision-Making Process

{ "headers": [ "Process Stage", "Description" ], "rows": [ [ "Problem Recognition", "Consumer identifies a need or gap between current and desired state." ], [ "Information Search", "Consumer gathers info from internal memory, friends, reviews, and online sources." ], [ "Evaluation of Alternatives", "Consumer assesses options using attributes like price, quality, and brand." ], [ "Purchase Decision", "Consumer selects and buys the product/service, influenced by attitudes of others." ], [ "Post-Purchase Behavior", "Consumer evaluates satisfaction; may experience cognitive dissonance or loyalty." ] ] }

Source: Problem recognition → Information search → Evaluation of alternatives → Purchase decision → Post-purchase behavior.

This slide depicts a five-step timeline from consumer recognition to adoption. The stages are: (1) Recognition & Awareness of a need; (2) Search & Interest in solutions; (3) Evaluation of Alternatives; (4) Decision & Trial; and (5) Post-Purchase & Adoption.

6-7. Recognition to Adoption Stages

Step 1: Recognition & Awareness Consumer recognizes a need or becomes aware of a new product or idea. Step 2: Search & Interest Information search begins with growing interest in potential solutions. Step 3: Evaluation of Alternatives Comparing and assessing various products, brands, or ideas available. Step 4: Decision & Trial Purchase decision made or product/idea tested on small scale. Step 5: Post-Purchase & Adoption Evaluate satisfaction after purchase and fully commit to adoption.

The slide on International Consumer Behavior contrasts cultural differences, balancing global standardization for efficiency with local adaptations to respect unique values and norms. It also emphasizes evaluating market characteristics like size, growth rates, and regulations to identify high-potential opportunities and ensure compliance.

8. International Consumer Behavior

The slide covers Business, Government, and Institutional Markets, highlighting B2B transactions driven by derived consumer demand and organizational needs from end-users. It details government procurement via competitive tenders, institutional buyers like nonprofits and schools serving public interests, plus market traits of fewer professional buyers, large orders, and rational decisions.

9-11. Business, Government & Institutional Markets

{ "features": [ { "icon": "🏢", "heading": "Business Markets", "description": "B2B transactions driven by derived demand from consumers." }, { "icon": "🔗", "heading": "Derived Demand", "description": "Organizational needs stem from end-user product requirements." }, { "icon": "🏛️", "heading": "Government Procurement", "description": "Purchases via competitive public tenders and formal bids." }, { "icon": "🏫", "heading": "Institutional Buyers", "description": "Nonprofits, schools, hospitals serve community public interests." }, { "icon": "📊", "heading": "Market Characteristics", "description": "Fewer professional buyers, large orders, rational decisions." } ] }

The conclusion slide summarizes key insights on consumer and organizational behavior. It thanks the audience for their attention, invites questions, and is presented by Grupo No. 1.

Conclusion

Key insights on consumer & organizational behavior.

Thank you for your attention!

We welcome your questions now.

Q&A

Grupo No. 1

Source: Temas de Investigación - Grupo No. 1