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CONSUMER BEHAVIOR

CHAPTER

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CONSUMER PURCHASEDECISION PROCESS

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• Consumer Behavior

• Purchase Decision Process

• Problem Recognition: Perceiving a Need

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FIGURE 5-1FIGURE 5-1 Purchase decision process

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CONSUMER PURCHASEDECISION PROCESS

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• Information Search: Seeking Value

Internal Search

External Search

• Personal Sources

• Public Sources

• Market-Dominated Sources

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FIGURE 5-2FIGURE 5-2 Consumer Report’s evaluation of portable MP3-capable CD players

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CONSUMER PURCHASEDECISION PROCESS

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• Alternative Evaluation: Assessing Value

Evaluative Criteria

Consideration Set

• Purchase Decision: Buying Value

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FIGURE 5-AFIGURE 5-A What new car buyers consider most important in deciding what new car to buy

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CONSUMER PURCHASEDECISION PROCESS

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• Purchase Decision: Buying Value

Cognitive Dissonance

• Postpurchase Behavior: Value in Consumption or Use

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Consumer Purchase DecisionWhy is post purchase behavior important?

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MARKETING NEWSNET

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The Value of a Satisfied Customer

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CONSUMER PURCHASEDECISION PROCESS

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• Involvement and Problem-Solving Variations

Routine Problem Solving

Limited Problem Solving

• Situational Influences

Extended Problem Solving

Involvement and Marketing Strategy

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FIGURE 5-3FIGURE 5-3 Comparison of problem-solving variations

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FIGURE 5-4FIGURE 5-4 Influences on the consumer purchase decision process

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PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR

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• Motivation and Personality

Motivation

• Physiological Needs

• Safety Needs

• Social Needs

• Personal Needs

• Self-Actualization Needs

Personality

• Self-Concept

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FIGURE 5-5FIGURE 5-5 Hierarchy of needs

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PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR

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• Perception

Selective Perception

• Selective Perception

• Selective Exposure

• Selective Comprehension

• Selective Retention

Subliminal Perception

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ETHICS AND SOCIAL RESPONSIBILITY ALERT

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The Ethics of Subliminal Messages

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PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR

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• Perception

Perceived Risk

• Obtain Seals of Approval

• Secure Endorsements from Influential People

• Provide Free Trials

• Give Extensive Usage Instructions

• Provide Warranties and Guarantees

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Fresh Step Crystals Cat Litter Why use the Good Housekeeping Seal?

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Mary Kay’s Velocity FragranceWhy offer a free sample through a website?

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PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR

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• Learning

Behavioral Learning

• Drive

• Response

• Reinforcement

• Negative Reinforcement

• Stimulus Generalization

• Stimulus Discrimination

Cognitive Learning

Brand Loyalty

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FIGURE 5-BFIGURE 5-B Brand loyalty tendency by product category

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PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR

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• Values, Beliefs, and Attitudes

Attitude Formation

• Attitude

• Beliefs

Attitude Change

• Change Beliefs About a Brand’s Attributes

• Change Perceived Importance of Attributes

• Add New Attributes to the Product

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Colgate Total Toothpaste andBayer Extra Strength Aspirin

How did these ads change attitudes?

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PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR

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• Lifestyle

Psychographics

VALS™

• Thinkers

• Believers

• Achievers

• Strivers

• Experiencers

• Makers

• Innovators

• Survivors

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VALS™ Consumer Segments How do consumers make purchase decisions?

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SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR

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• Personal Influence

Opinion Leadership

• Opinion Leaders

• Word of Mouth

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Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons?

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FIGURE 5-C FIGURE 5-C Word of mouth influence

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SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR

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• Reference Groups

Membership Group

Aspiration Group

Dissociative Group

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SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR

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• Family Influence

Consumer Socialization

Family Life Cycle

Family Decision Making

• Information Gatherer

• Influencer

• Decision Maker

• Purchaser

• User

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FIGURE 5-6FIGURE 5-6 Modern family life cycle

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Haggar Clothing What role do women play in this purchase?

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SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR

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• Social Class

African American Buying Patterns

Hispanic Buying Patterns

• Assimulated

• Nonassimulated

• Culture and Subculture

Asian American Buying Patterns

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Bonne Bell Cosmetics Why target the African American women market?

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Target Why use Spanish language ads in the U.S.?

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Consumer Behavior

Consumer behavior consists of the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.

Consumer behavior consists of the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.

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Purchase Decision Process

The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy.

The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy.

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Evaluative Criteria

Evaluative criteria are the factors which represent both the objective attributes of a brand and the subjective ones a consumer uses to compare different products and brands.

Evaluative criteria are the factors which represent both the objective attributes of a brand and the subjective ones a consumer uses to compare different products and brands.

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Consideration Set

A consideration set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.

A consideration set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.

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Cognitive Dissonance

Cognitive dissonance is the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.

Cognitive dissonance is the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.

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Involvement

Involvement consists of the personal, social, and economic significance of the purchase to the consumer.

Involvement consists of the personal, social, and economic significance of the purchase to the consumer.

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Situational Influences

Situational influences consist of the five aspects of the purchase situation that impacts the consumer’s purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.

Situational influences consist of the five aspects of the purchase situation that impacts the consumer’s purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.

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Motivation

Motivation is the energizing force that stimulates behavior to satisfy a need.Motivation is the energizing force that stimulates behavior to satisfy a need.

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Personality

Personality refers to a person’s consistent behaviors or responses to recurring situations.

Personality refers to a person’s consistent behaviors or responses to recurring situations.

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Self-Concept

Self-concept is the way people see themselves and the way they believe otherssee them.

Self-concept is the way people see themselves and the way they believe otherssee them.

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Perception

Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

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Subliminal Perception

Subliminal perception is seeing or hearing messages without being awareof them.

Subliminal perception is seeing or hearing messages without being awareof them.

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Perceived Risk

Perceived risk represents the anxieties felt because the consumer cannot anticipate the outcomes of a purchasebut believes that there may be negative consequences.

Perceived risk represents the anxieties felt because the consumer cannot anticipate the outcomes of a purchasebut believes that there may be negative consequences.

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Learning

Learning refers to those behaviors that result from (1) repeated experience and (2) reasoning.

Learning refers to those behaviors that result from (1) repeated experience and (2) reasoning.

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Brand Loyalty

Brand loyalty is a favorable attitude toward and consistent purchase of asingle brand over time.

Brand loyalty is a favorable attitude toward and consistent purchase of asingle brand over time.

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Attitude

An attitude is a “learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.”

An attitude is a “learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.”

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Beliefs

Beliefs are a consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.

Beliefs are a consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.

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Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.

Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.

Lifestyle

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Opinion leaders are individuals who exert direct or indirect social influence over others.

Opinion leaders are individuals who exert direct or indirect social influence over others.

Opinion Leaders

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Word of mouth is the influencing of people during conversations.Word of mouth is the influencing of people during conversations.

Word of Mouth

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Reference groups are people to whoman individual looks as a basis forself-appraisal or as a source of personal standards.

Reference groups are people to whoman individual looks as a basis forself-appraisal or as a source of personal standards.

Reference Groups

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Consumer socialization is the processby which people acquire the skills, knowledge, and attitudes necessary to function as consumers.

Consumer socialization is the processby which people acquire the skills, knowledge, and attitudes necessary to function as consumers.

Consumer Socialization

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The family life cycle describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.

The family life cycle describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.

Family Life Cycle

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Social class is the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Social class is the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Social Class

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Subcultures are subgroups within the larger, or national, culture with unique values, ideas, and attitudes.

Subcultures are subgroups within the larger, or national, culture with unique values, ideas, and attitudes.

Subcultures