Consumer BehaviorConsumer Behavior
Chapter 6Chapter 6
What is Consumer What is Consumer Behavior?Behavior?
““Describes how consumers make Describes how consumers make purchase decisions and how they use purchase decisions and how they use and dispose of goods and services, and dispose of goods and services, and also analyzes the factors that and also analyzes the factors that influence purchase decisions.”influence purchase decisions.”
The Decision-Making The Decision-Making ProcessProcess
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase
Post-Purchase Behavior
Problem RecognitionProblem Recognition Difference between ideal state and Difference between ideal state and
actual stateactual state NikeNike
CollegeCollege
Information SearchInformation Search Internal SearchInternal Search External SearchExternal Search How much research?How much research?
Perceived riskPerceived risk KnowledgeKnowledge Prior experiencePrior experience InterestInterest
What resources aided you in choosing a What resources aided you in choosing a college?college?
Evaluation of Alternatives Evaluation of Alternatives Evaluative criteriaEvaluative criteria
Leads to the Formation of an Evoked SetLeads to the Formation of an Evoked Set
CollegeCollege
Purchase DecisionsPurchase Decisions Where to buy?Where to buy?
When to buy?When to buy?
Post-purchase BehaviorPost-purchase Behavior Expectation comparisonExpectation comparison ““Buyers remorse”Buyers remorse”
Post-purchase anxietyPost-purchase anxiety Cognitive dissonanceCognitive dissonance
Can marketers do anything about it?Can marketers do anything about it?
InvolvementInvolvement High v. Low InvolvementHigh v. Low Involvement
HighHigh LowLow
Routine Problem SolvingRoutine Problem Solving MilkMilk
Limited Problem SolvingLimited Problem Solving RestaurantRestaurant
Extended Problem SolvingExtended Problem Solving CarsCars
Involvement & MarketingInvolvement & Marketing Low InvolvementLow Involvement
LeaderLeader Make quality product available and advertise itMake quality product available and advertise it
ChallengersChallengers Break buying behaviorsBreak buying behaviors
High InvolvementHigh Involvement LeadersLeaders
Make info availableMake info available ChallengersChallengers
Comparative advertisingComparative advertising
Situational InfluencesSituational Influences Purchase taskPurchase task Social surroundingsSocial surroundings Physical surroundingsPhysical surroundings Temporal effectsTemporal effects Antecedent statesAntecedent states
Psychological InfluencesPsychological Influences MotivationMotivation PersonalityPersonality PerceptionPerception LearningLearning Values, Beliefs & AttitudesValues, Beliefs & Attitudes LifestyleLifestyle
Motivation & PersonalityMotivation & Personality Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs
Must tune products to specific need-levelMust tune products to specific need-level
PersonalityPersonality ““A person’s consistent behaviors or A person’s consistent behaviors or
responses to recurring situations.”responses to recurring situations.” National characterNational character Self—conceptSelf—concept
Actual self v. Ideal selfActual self v. Ideal self
PerceptionPerception ““The process by which an The process by which an
individual selects, individual selects, organizes, and interprets organizes, and interprets information to create a information to create a meaningful picture of the meaningful picture of the world.”world.”
Selective perceptionSelective perception Exposure v. comprehension Exposure v. comprehension
v. retentionv. retention Subliminal perceptionSubliminal perception
Perceived riskPerceived risk
Source: http://www.impactlab.net
LearningLearning Behavioral (Experiential) LearningBehavioral (Experiential) Learning
Drive + Cue + Response Drive + Cue + Response → Reinforcement→ Reinforcement
Cognitive (Conceptual) LearningCognitive (Conceptual) Learning Making a connection between two or more ideasMaking a connection between two or more ideas
Brand LoyaltyBrand Loyalty
Top 20 Most Desired Brands- Top 20 Most Desired Brands- MenMen
1. Crest 1. Crest 2. BMW2. BMW3. National Geographic 3. National Geographic 4. Panasonic4. Panasonic5. Hyundai 5. Hyundai 6. Kleenex 6. Kleenex 7. Coca-Cola 7. Coca-Cola 8. Microsoft 8. Microsoft 9. Tide9. Tide10. Lexus10. Lexus
11. Apple11. Apple12. Bed Bath & Beyond 12. Bed Bath & Beyond 13. Ford 13. Ford 14. Animal Planet14. Animal Planet15. Hitachi 15. Hitachi 16. Mercedes-Benz 16. Mercedes-Benz 17. FedEx 17. FedEx 18. Proctor & Gamble 18. Proctor & Gamble 19. Hallmark 19. Hallmark 20. Geico20. Geico
Source: http://www.walletpop.com/2011/02/02/women-are-from-amazon-men-are-from-geico-worlds-most-desired/
Top 20 Most Desired Brands- Top 20 Most Desired Brands- WomenWomen
1. Johnson & Johnson 1. Johnson & Johnson 2. Sony2. Sony3. Kleenex 3. Kleenex 4. National Geographic4. National Geographic5. MasterCard 5. MasterCard 6. Google6. Google7. Amazon 7. Amazon 8. Visa 8. Visa 9. General Electric9. General Electric10. Toshiba10. Toshiba
11. Crest11. Crest12. Microsoft 12. Microsoft 13. Disney13. Disney14. Target14. Target15. Tropicana 15. Tropicana 16. BMW 16. BMW 17. Febreze 17. Febreze 18. Ford 18. Ford 19. Olay 19. Olay 20. Chase20. Chase
Source: http://www.walletpop.com/2011/02/02/women-are-from-amazon-men-are-from-geico-worlds-most-desired/
Brand Loyalty- College Brand Loyalty- College StudentsStudents
Brand Keys Inc. surveyBrand Keys Inc. survey Based on Customer Loyalty Index (16,000 Based on Customer Loyalty Index (16,000
people)people) Looked at students’ habits before and after Looked at students’ habits before and after
graduation graduation Almost 5,000 students and post-grads Almost 5,000 students and post-grads
surveyedsurveyed Students’ attitudes changed because of Students’ attitudes changed because of
new environment and more incomenew environment and more income
Brand Loyalty-College Brand Loyalty-College StudentsStudents
ResultsResults Most loyal toMost loyal to Least loyal to Least loyal to Other notables:Other notables:
Values, Beliefs, & AttitudesValues, Beliefs, & Attitudes ValuesValues
What is important?What is important? BeliefsBeliefs
““An organized pattern of knowledge that an An organized pattern of knowledge that an individual holds as true.”individual holds as true.”
AttitudesAttitudes ““Learned tendency to respond consistently Learned tendency to respond consistently
toward a given object.”toward a given object.” Shaped by beliefs and valuesShaped by beliefs and values
Involvement & Psychological Involvement & Psychological InfluencesInfluences
Decision-making- High-involvementDecision-making- High-involvement Beliefs → attitude → behaviorBeliefs → attitude → behavior
Decision-making- Low-involvementDecision-making- Low-involvement Beliefs → behavior → affectBeliefs → behavior → affect
LifestyleLifestyle Based on people’s Based on people’s
activities, interests, activities, interests, and opinionsand opinions
VALS programVALS program Discusses 8 Discusses 8
lifestyleslifestyles Based on resources Based on resources
and self-orientationand self-orientation Action, principles, Action, principles,
and statusand status
Source: http://www.e-flux.com
Sociocultural InfluencesSociocultural Influences Personal influencePersonal influence Reference groupsReference groups FamilyFamily Social classSocial class Culture/SubcultureCulture/Subculture
Personal InfluencePersonal Influence Opinion LeadersOpinion Leaders
Direct or indirect influenceDirect or indirect influence
Word of mouthWord of mouth
Reference GroupsReference Groups Formal and informal Formal and informal
groups that influence the groups that influence the buying behavior of the buying behavior of the individualindividual
Two broad classificationsTwo broad classifications PrimaryPrimary SecondarySecondary
Three typesThree types Membership groupMembership group Aspiration groupAspiration group Dissociative groupDissociative group
Source: http://wwwinsidesocal.com
Family InfluenceFamily Influence Consumer Consumer
SocializationSocialization
Family Life CycleFamily Life Cycle
Family Decision Family Decision MakingMaking
Source: http://foodhelp.wa.gov
Social ClassSocial Class Divisions within society along values, Divisions within society along values,
interests, and behavioral linesinterests, and behavioral lines Upper, middle, and lower classesUpper, middle, and lower classes Share certain characteristicsShare certain characteristics
Culture/SubcultureCulture/Subculture Subcultures are divisions of people Subcultures are divisions of people
with homogenous characteristicswith homogenous characteristics Age groups Age groups Ethnic groups Ethnic groups
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