Consumer Behavior Original

8/2/2019 Consumer Behavior Original

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CONSUMER BEHAVIOR

Interpersonal Determinants

Personal Determinants Decision Making Process



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INTERPERSONAL DETERMINANTSINTERPERSONAL DETERMINANTS

OF CONSUMER BEHAVIOROF CONSUMER BEHAVIOR



Cultural Influences

Culture: values, beliefs, preferences, and tastes

handed down from onegeneration to the next



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Cultural InfluencesCore Values in the U.S.Culture

While some culturalvalues change over time,

basic core values do not

Examples of Americancore values include:

Importance of familyand home life

The work ethic

Desire to accumulatewealth



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Cultural Influences

InternationalPerspective onCultural Influences

Successful strategies inone country often cannotextend to other international markets because of culturalvariations



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Cultural Influences

S ubcultures: subgroupof culture with its own,distinct modes of

behavior Subcultures can differ

by: Race

Nationality Age

Religion

Geographic distribution



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Cultural Influences

Social Influences

Norms: are the values,attitudes, and behaviorsthat a group deems

appropriate for its members S tatus: is the relative position of any individualmember in a group

Roles define behavior that

members of a group expectof individuals who holdspecific positions withinthe group



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Cultural Influences

Social Influences

Social classes: groupswhose rankings are

determined byoccupation, income,education, family background, and

residence location



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Cultural Influences

Social Influences

Opini on leaders:individuals likely to

purchase new products before others and thenshare the resultingexperiences and

opinions by word-of-mouth



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Cultural Influences

Social Influences

Family Influences

Four Categories of Household Decision-making

Autonomic

Husband-dominant

Wife-dominant

Syncratic



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Cultural Influences

Social Influences

Family Influences

Children and teenagersin family purchases

Growing numbers areassuming responsibilityfor family shopping

They also influence what parents buy

They represent over 50million consumers intheir own right



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PERSONALPERSONAL

DETERMINANTSDETERMINANTSOF CONSUMEROF CONSUMER

BEHAVIORBEHAVIOR

PERSONALPERSONAL

DETERMINANTSDETERMINANTSOF CONSUMEROF CONSUMER

BEHAVIORBEHAVIOR



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Needs and MotivesNeeds and MotivesNeeds and MotivesNeeds and Motives

N eed: an imbalance between a consumer¶s

actual and desired states M otives: inner states that direct a persontoward the goal of satisfying a felt need

© PhotoDisc



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Maslow¶s Hierarchy of NeedsMaslow¶s Hierarchy of NeedsMaslow¶s Hierarchy of NeedsMaslow¶s Hierarchy of Needs

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Self-Actualization



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Marketing Strategies Based on Maslow¶s Needs HierarchyMarketing Strategies Based on Maslow¶s Needs Hierarchy

Physiological

NeedsProducts Vitamins, herbal supplements, medicines, food, exercise equipment, fitness

clubs

Marketing themes

Church¶s Fried Chicken²³Gotta love it.´Campbell¶s Soups²³M¶m! M¶m! Good!´Campbell¶s Healthy Request Soups²³M¶m! M¶m! Good! . . . and Healthy!´Post Cereals²³Commitment to Quality. ´

Safety Needs

Products Cars and car accessories, burglar alarm systems, retirement investments,insurance, smoke and carbon-monoxide detectors, medicines

Marketing themes

Fireman¶s Fund insurance²³License to get on with it.´

American General Financial Group²³Live the life you¶ve imagined.´

Shell Oil²³Count on Shell.´

Bayer²³Changing the world with great care.´

Volvo²³Protect the body. Ignite the soul.´



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Social

ProductsBeauty aids, entertainment, clothing, cars

Marketing themes

Cadillac Seville²³It¶s what¶s next.´

Blue Ridge Knives²³Follow the leader.´

Lawson Software²³Leading-edge technology without the attitude.´

Egift online retailer²³Great gifts for everyone . . . starting with you.´

Esteem Needs

Product Clothing, cars, jewelry, liquors, hobbies, beauty spa services

Marketing themes

Saks Fifth Avenue²³Defining Style.´Van Cleef & Arpels²³The pleasure of perfection.´Serta²³We make the world¶s best mattress.´Jenn-Air kitchen appliances²³The sign of a great cook.´

Products Education, cultural events, sports hobbies, luxury goods

Marketing themes

Microsoft²³Where do you want to go today?Baccarat Crystal²³Beauty has its reasons.´Grand Lido Resorts²³Lost and found for the soul.´Gauthier jewelry²³Wear art.´

Marketing Strategies Based on Maslow¶s Needs HierarchyMarketing Strategies Based on Maslow¶s Needs Hierarchy (Cont¶d)(Cont¶d)

Self Actualization



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PerceptionsPerceptionsPerceptionsPerceptions P erce pti on: the meaningthat a person attributes toincoming stimuli gathered

through the five senses ± sight, hearing, touch, taste,and smell

P erce ptual screens: thefiltering processes throughwhich all inputs must pass

Perceptual

Screens



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AttitudesAttitudesAttitudesAttitudes Marketers have two choices to lead prospective

buyers to adopt a favorable attitude toward their product:

Attempt to produce (modify) consumer attitudes that will motivate the purchase of a particular product

Evaluate existing consumer attitudes and

then make the product characteristics appealto them



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LearningLearningLearningLearning Learning: an immediate or expected change in

behavior as a result of experience

Drive: strong stimulus that impels action Reinf orcement: a drive that results from an

appropriate consumer response



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LearningLearningLearningLearning

Applying Learning Theory to Marketing Decisions

Sha ping: process of applying a series of rewards and reinforcements to permit morecomplex behavior to evolve over time

© PhotoDisc



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Self Self--Concept TheoryConcept TheorySelf Self--Concept TheoryConcept Theory

S elf-C once pt: person¶s multifaceted picture

of himself or herself, composed of the real self, (Objective self )

self-image, (Who I think I am)

looking-glass self, (Who, I think, others think I am)

ideal self (who I want to be)



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THE CONSUMERTHE CONSUMER

DECISION PROCESSDECISION PROCESS

THE CONSUMERTHE CONSUMER

DECISION PROCESSDECISION PROCESS

An Integrated

Model of the

Consumer

Decision Process

An Integrated

Model of the

Consumer

Decision Process



H ig h-involvement purchasedecisions are those with high levelsof potential social or economic

consequences Low-involvement decisions are

routine purchases that pose little risk to the consumer

SearchSearch

Alternative Alternative

EvaluationEvaluation

PurchasePurchase

DecisionDecision

PurchasePurchase

Act Act

PostPost--

purchasepurchase


ProblemProblem

OpportunityOpportunity

RecognitionRecognition

THE CONSUMER DECISION PROCESSTHE CONSUMER DECISION PROCESSTHE CONSUMER DECISION PROCESSTHE CONSUMER DECISION PROCESS




Consumer becomes aware of asignificant discrepancy between theexisting situation and thedesired situation

Motivates the individual to achievethe desired state of affairs

ProblemProblem






Consumer gathers informationrelated to their attainment of thedesired state of affairs

Identifies alternative means of problem solution

May cover internal or externalsources of information

Brands that a consumer actuallyconsiders buying before making a

purchase decision are known as theevok ed set

SearchSearch

ProblemProblem






Consumer evaluates the evoked set Outcome of the evaluation stage is the

choice of a brand or product (or possiblya decision to renew the search)

E

valuative criteria: features that aconsumer considers in choosing a modelalternatives

Evaluative criteria are important in thisstage

SearchSearch



ProblemProblem






Consumer narrows the alternativesdown to one

Next, the purchase location isdecided

SearchSearch



PurchasePurchase

DecisionDecision

ProblemProblem






Consumers tend to choose outlets byconsidering such characteristics aslocation, price, assortment, personnel, store image, physicaldesign, and services

Some choose the convenience of in-home shopping

Increasingly, the www is the outletof choice for many consumers

SearchSearch



PurchasePurchase

DecisionDecision

PurchasePurchase

Act Act

ProblemProblem






After the purchase, consumers areeither satisfied or experience post-purchase anxiety

Post-purchase anxiety that resultsfrom an imbalance among anindividual¶s knowledge, beliefs, andattitudes is called co gnitivedissonance

SearchSearch



PurchasePurchase

DecisionDecision

PurchasePurchase

Act Act

PostPost--

purchasepurchase


ProblemProblem





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Classifying Consumer ProblemClassifying Consumer Problem--

Solving ProcessesSolving Processes


Solving ProcessesSolving ProcessesR outinized

R esponse Behavior

Purchases made routinely by choosing a preferred brand or one of a limited

group of acceptable brands

Examples: regular brandof a soft drink, orange juice, or alkaline batteries



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R esponse Behavior

Situation where theconsumer has previouslyset evaluative criteria for

a particular kind of purchase but thenencounters a new,unknown brand or item

Example: Consumer

considers trying a new brand of shampoo or selects a roast for aspecial dinner

Limited Problem

Solving



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R esponse Behavior

Results when brands aredifficult to categorize or evaluate

High-involvement purchase decisionsusually require extended problem solving

Example: purchase of anew car, new home, or baby furniture

Limited Problem

Solving

Extended Problem

Solving

Consumer Behavior Original

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