Chapter 6 MKTG6

8/14/2019 Chapter 6 MKTG6

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Chapter 1 Copyright 2012 by Cengage Learning Inc. All rights reserved 1

Lamb, Hair, McDaniel

CHAPTER 6

ConsumerDecisionMaking

2012-2013

Nons

tock/Jupiterimages

2013 by Cengage Learning Inc. All RightsReserved.

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Exhibit 6.1Consumer Decision-Making Process

2013 by Cengage Learning Inc. All Rights Reserved.2


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Need Recognition

Result of an imbalance between

actual and desired states.

Need

Recognition

2013 by Cengage Learning Inc. All Rights Reserved.3 2


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Consumers Scale Back

A Pew Research Center poll suggests

consumers are more focused on basic

necessities.

63 percent of women and 51 percent of menreport buying cheaper brands and increased

shopping at discount stores.

An increased number of respondents

reported internet as a necessity, while a

decreased number reported television.

Source: Dick Silverman."Luxury and Necessity: Redefining Values." WWD. Wednesday, June 10, 2009. 8.

2013 by Cengage Learning Inc. All Rights Reserved.

4


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Recognition of

Unfulfilled Wants

When a current product isnt performing

properly

When the consumer is running out of a

product

When another product seems superior to

the one currently used



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Information Search

Internal Inform ation Search

Recall information in memory

External Info rmation search

Seek information in outsideenvironment

Nonmarketing controlled Marketing controlled



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External

Information Searches

Need More

Informat ion

More RiskLess knowledge

Less product experienceHigh level of interestLack of confidence

Less RiskMore knowledge

More product experienceLow level of interest

Confidence in decision

Need Less

Informat ion



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Evoked Set

Group of brands, resulting from an

information search, from which a

buyer can choose

Evoked Set



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Evaluation of Alternatives

and Purchase

Evoked Set

Purchase!

Analyze productattributes

Rank attributes byimportance

Use cutoff criteria



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Purchase

To buy

or no t to buy...

Determines which attributes

are most importantin influencing aconsumers choice



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Cognitive Dissonance

Cognitive

DissonanceInner tension that a

consumer experiences

after recognizing an

inconsistency between

behavior and values or

opinions.



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Postpurchase Behavior

Consumers can reduce dissonance by:

Seeking information that reinforces positive

ideas about the purchase

Avoiding information that contradicts the

purchase decision

Revoking the original decision by returning

the product

Marketing can m inimize dissonance thro ugh effect ive

communicat ion wi th purchasers .



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More

Involvement

Less

Involvement

RoutineResponseBehavior

LimitedDecisionMaking

ExtensiveDecisionMaking

Consumer Buying Decisions

and Consumer Involvement



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Routine Response Behavior

Little involvement in selection

process

Frequently purchased low costgoods

May stick with one brand

Buy first/evaluate later

Quick decision



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Limited Decision Making

Low levels of involvement

Low to moderate cost goods

Evaluation of a few

alternative brands

Short to moderate time to

decide



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Extensive Decision Making

High levels of involvement

High cost goods

Evaluation of many brands

Long time to decide

May experience cognitive

dissonance



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Marketing Implications

of Involvement

High-involvement

purchases require:

Extensive and informative

promotion to target market

Low-involvementpurchases require:

In-store promotion,eye-catching package

design, and good displays.Coupons, cents-off,2-for-1 offers



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Factors Influencing Buying

Decisions

SocialFactors

IndividualFactors

Psycho-

logicalFactors

CulturalFactorsCONSUMERDECISION-MAKING

PROCESS

BUY /DONT BUY



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Components of Culture

Myths

Language

Values

Customs

Rituals

Laws

Material artifacts



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Social Class


A group of people in a society

who are considered nearly equal

in status or community esteem,

who regularly socialize among

themselves both formally and

informally, and who share

behavioral norms.

Social Class


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Exhibit 6.4U.S. Social Classes

SOURCE:

AdaptedfromRichardP.Coleman,

TheContinuingSignificanceofSocialClasstoMarketing,Journalof

Consumer

Research,December1983,267;DennisGilbertandJosephA.Kahl,TheAmericanClassStructure:ASyn

thesis

(Homewoo

d,IL:DorseyPress,1982),ch.11.

21

Upper Classes

Capitalist Class 1% People whose investment decisions shape the national economy;income mostly from assets, earned or inherited; university

connections

Upper Middle

Class

14% Upper-level managers, professionals, owners of medium-sized

businesses; well-to-do, stay-at-home homemakers who decline

occupational work by choice; college educated; family income well

above national average

Middle Classes

Middle Class 33% Middle-level white-collar, top-level blue-collar; education past high

school typical; income somewhat above national average; loss of

manufacturing jobs has reduced the population of this class

Working Class 32% Middle-level blue-collar, lower-level white-collar; income below

national average; largely working in skilled or semi-skilled service

jobs

Lower Classes

Working Poor 11-

12%

Low-paid service workers and operatives; some high school

education; below mainstream in living standard; crime and hunger

are daily threats

Underclass 8-9% People who are not regularly employed and who depend primarily

on the welfare system for sustenance; little schooling; living standardbelow poverty line


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Social Class Measurements

Wealth

Other Variables

Income

Education

Occupation



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Social Influences

ReferenceGroups

OpinionLeaders

FamilyMembers



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Exhibit 6.5

Types of Reference Groups


Reference Groups

Direct Face-to-Facemembership

Primary: small,informal group

Secondary: large,formal group

IndirectNonmembership

Aspirational Groupthat someone would

like to join

Nonaspirational Groupwith which someonewants to avoid being

identified


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Influences of

Reference Groups

They serve as information sources and

influence perceptions.

They affect an individuals aspiration levels.

Their norms either constrain or stimulate

consumer behavior.



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are the first to try new products

and services out of pure curiosity.

can be challenging to locate.

Marketers are increasingly using

blogs, social networking, and otheronline media to determine and attract

opinion leaders.


Opinion Leaders


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Individual Influences

GenderAge

Life Cycle

PersonalitySelf-Concept

Lifestyle



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Personality, Self-Concept, and

Lifestyle

Personality combines psychological

makeup and environmental forces.

Human behavior depends largely on

self-concept.

Self-concept combines ideal self-image

and real self-image.

LO7 2013 by Cengage Learning Inc. All Rights Reserved.28 7


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PsychologicalInfluences

Perception

Motivation

Learning

Beliefs & Attitudes



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Perception

Selective

Exposure

SelectiveDistortion

SelectiveRetention

Consumer notices certain stimuli

and ignores others

Consumer changes or distortsinformation that conflicts

with feelings or beliefs

Consumer remembers onlythat information that

supports personal beliefs



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Motivation

A method of classifying human

needs and motivations into five

categories in ascending order of

importance.

Maslows

Hierarchy

of Needs


hibi


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Exhibit 6.6

Maslows Hierarchy

of Needs



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Belief

Attitude

An organized pattern of

knowledge that an individualholds as true about his or her

world.

A learned tendency to respond

consistently toward a given

object.

Beliefs and ttitudes


Chapter 6 MKTG6

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