Download Comm 340

Comm 340
Chapter Three
Consumer
Behaviour Models
To be effective…
Advertising and Promotion
need to be based on
understanding why
consumers behave the way they do.
Understanding the relationship between
The Product
&
The Targeted Consumers
Purchasing Motives
Attitudes & Lifestyle
–need fulfillment
–image acquisition
–image maintenance
Consumer Behaviour
The process & activities that people engage in when searching for, selecting, purchasing,
using, evaluating & disposing of a product (service) so as to satisfy their needs & desires.
–Problem / Need Recognition
–Motivations
–Information Search
–Perception
–Alternative Evaluation
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–Attitude Formation
–Purchase Decision
–Decision Rules Integration Process
–Post Purchase Evaluation
–Satisfaction
#1
Problem / Need Recognition
Out of Stock – Beer – brand loyal
Dissatisfaction – Greasy fries - switch
New needs / wants – S&T / DVD
Related purchases – Discs, TV
Marketer induced problem recognition – Demonstrate psychosocial consequences.
New Products – Solve problems you did know you had!
#2
Motivations
Hierarchy of Needs (Maslow’s)
•Physiological
•Safety
•Social
•Esteem
•Fulfillment
Provides useful framework to identify at
what level(s) your product satisfies.
Maslow’s Hierarchy of Needs
Motivations continued…
Motivational Research
May provide insights into consumer behavior with;
•In-depth
interviews
•Associative
tests
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•Focus
groups
Some of the Marketing Research Methods Employed to Probe the Mind of the
Consumer
Subjective & directional but lacks statistical validity
Informed (biased) causal speculation.
#3
Information Search
Internal
memory / previous experience
External
personal sources (friends)
public sources (news)
personal interaction / experience (touch & feel)
IMC (ads, promotion)
#3
Information Search continued…
Degree of External searching is influenced by:
•Amount of previous experience
•Time available
•Perceived importance / risk
•Effort needed
#4
Perception
Needs Exposure to Attend selectively to process…
Reception, selection, organization & interpretation
of input
to form meaningful learning
#4
Perception continued..
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Occurs selectively using Sensations
(taste, smell, touch, sight & hearing).
Responding selectively to exposure to external stimuli that initiate the process.
#4
Perception continued…
Level of attention is selective
(ie: level of interest) dependent on:
•Personality
•Need state
•Motivation
•Expectation
•Experience
#4
Perception continued….
Selective Comprehension
(Interpretation of perceptions)
&
Selective Retention
based on same criteria
Personality
Motivation
Need state
Expectation
Experience
Subliminal marketing communication is illegal
#5
Alternate Evaluation
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Compares a select group of brands (the finalists) that are perceived to best meet the
consumer’s criteria called an evoked set.
#5
Alternate Evaluation continued..
Reminder & Top-of-mind advertising
are used by established brands
to stay in consumer’s evoked set.
#5
Alternate Evaluation continued…
Product / Service attributes (objective or subjective)
which will have usage consequences
functional & psycho-social
Usage consequences
determine the
‘value’ of product attributes
#6
Attitude Formation
During the
Alternative Evaluation Stage
Product attitudes are formed.
Decision rules (integration strategies) are established.
Attitudes:
Overall feelings towards or evaluation of an object
Multi-Attribute
Attitude Models
attempt to predict attitude formation based on attribute analysis
Are mathematical constructs designed to determine values (belief strength)
&
weights (belief evaluation~significance)
to groups of attributes that result in
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specific attitudes being held about a product.
# 6 Attitude Formation continued….
Salient Beliefs
are beliefs concerning specific attributes or consequences that form the basis of an attitude.
They are based on their perceived relevance to sound attitude formation.
When consumers are changing…
Attitude Change Strategies
(Four Basic Ways)
1Increase the evaluation of a strongly held existing belief BMW – “ultimate driving
machine”, make even stronger
2Increase the value of an existing belief cereal fibre is good for digestion
3Add a new salient belief - G.I. Joe becomes an astronaut
4Change a belief of perception about a competing brand limited warranty
#7
Purchase Decision
A purchase intention is formed
based on the matching of
purchase motivations
&
brand attributes.
#8
Decision Rules /
Integration Processes
Two Types
Planned purchase ‘in-depth’ deliberate, attribute by attribute (gets lots of info prior to
purchase) – car/laptop
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Impulse purchase - simplified decision rules called (Heureistics)
#8
Decision Rules / IntegrationProcesses continued..
Example of an Heureistic Rule
Affect Referral decision rule or the ‘net / net’ or overall impression of various alternatives.
#9
Post-Purchase Evaluation
Reality vs. expectation
Repeat purchase vs. brand switch
Positive vs. negative Word-of-mouth
#9
Post-Purchase Evaluation continued…
Cognitive Dissonance
(Post-purchase doubt causing psychological tension)
need for positive reinforcement.
Do you like the it?
(colour, shape, size, model, etc.)
Really?
Really, really?
# 10 Satisfaction
“Level of Consumption related fulfillment”
For Marketers,
Three common IMC objectives
A) Established Brands
Keep in the evoked set through high levels of brand awareness & reminder ads.
B) New Brands
Disrupt consumers routine choice process encourage trial & brand switching
(coupons/samples)
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Consumer Learning
The process by which individuals acquire
the purchase & consumption knowledge
and experience that they apply
to future related behaviour.
Learning Theories
Behavioural
vs.
Cognitive
•A series of behaviours leading to a purchase behaviour.
•Marketers want to increase the frequency of certain behaviours.
•External stimuli (the environment) cause learning
Two Types
Classical Conditioning
Operant Conditioning
Classical
Conditioning
Unconditioned
stimulus
Conditioned
stimulus
Classical
Conditioning Example
Communication Example:
Brand visual image with pleasant background audio. Pleasant associations from the audio is
transferred to pleasant attitude toward the visual (product).
Classical Conditioning Cont’d
For Classical Conditioning to occur you must have:
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Contiguity between unconditioned stimulus & conditioned stimulus.
Repetition to effect learning.
Operant Conditioning
Action
Response
(Reinforcement)
Operant Conditioning
Application
of Shaping
Procedure
in
Marketing
#1 Cognitive Learning Theory
A series of cognitive events resulting
in a single behaviour (purchase)
–Motivation
–Perception
–Attitude
Formation
–Integration
–Learning
–Action
In Cognitive Learning Theory
Marketers want to influence these cognitive events leading to a purchase behaviour.
Consumers
&
Their Environment
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Culture
Culture - is learned
shared external factors
(learned meaning, values, norms & customs)
eg: Canadians
purchase decisions are culturally sensitive.
Subcultures
Age, gender, geography,
ethnic, racial
Eg: Western Canadians
Social Class
Similar life styles, values, incomes,
norms, interest & behaviours.
Eg. Middle class
Reference Groups
The group perspectives & values form the basis for individual judgements, opinions, actions
& decisions.
Situational Determinants
Environmental factors that influence the purchase decision.
–The
purchase / usage / communication situation
–Where
it will be purchased
–Where
it will be used
–Where
& how the communication is received
Consumer Behaviour
&
The Family Unit
Questions?
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