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Consumer Markets and Consumer Buyer Behavior Chapter 6 Objectives • Influences on Buying Behavior • Buyer Decision Making • Types of buying-decision behavior 1 2 Why to Study Consumer Behavior? c Harley-Davidson Harley “Hogs” account for 1/5 of U.S. cycle sales Sales have exceeded supply for years 1986-2000: Four stock splits, increase of 7,100% Fiercely loyal clientele revolves around 7 core customer types Harley owners use their bikes to express their lifestyle and attitudes Advertising reflects the Harley mystique 3 • Marketing concept • What is consumer behavior? - Consumer behavior is the study of the process by which consumers make decisions. 4 1 Marketing Issues • • • • Simple Response Model High-low promotional pricing or everyday low price? Can a product satisfy the needs of consumers around the world? Brand extension or establishing a new brand? Distributing products through e-tailers? Stimulus Organism Response 5 6 Diversity of Consumer Behavior Two Research Approaches • Behavior approaches • Cognitive approaches • Consumers are different • Decision processes are different • The context of purchases is different 7 8 2 Model of Buying Behavior Marketing Other stimuli stimuli Product Price Place Promotion Economic Technological Political Cultural Buyer Decision Process Buyer’s Buyer’s decision characteristics process Need recognition Cultural Social Personal Psychological Information search Commercial or social source Evaluation of Perception, Attitude, and alternatives preference Purchase Attitude Æ behavior? Problem recognition Information search Evaluation Decision Postpurchase behavior Buyer’s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount Postpurchase Internal or external stimuli Satisfaction? Inertia or variety seeking? 9 10 Influences on Consumer Behavior Attempt to stimulate need recognition • • • • 11 Culture Social Factors Personal Factors Psychological Factors 12 3 Hallmark offers an Afrocentric line of greeting cards called Mahogany. Social Factors Reference Groups Family Roles & Statuses 13 Influences on Consumer Behavior Lifestyles: Jeep targets people who want to “leave the civilized world behind” Personal Influences Age and Family Life Cycle Stage Lifestyle Occupation & Economic Circumstances Personality & Self-Concept 14 15 16 4 VALS Lifestyle Classification Characteristics Affecting Consumer Behavior Brand Personality Dimensions Sincerity Excitement Ruggedness Competence Sophistication 17 Psychological Factors Technographics Motivation Desire Optimistic & High Income Optimistic & Low Income Pessimistic &High Income Career Family 18 Entertain ment Fast New Age Mouse Forwards Nurturers Potatoes TechStrivers Digital GadgetHopefuls Grabbers HandShakers Tradition alists Motivation Beliefs & Attitudes Perception Learning Media Junkies 19 20 5 Maslow’s Hierarchy of Needs 5 Perception Selfactualization • (self-development and realization) • 4 Esteem needs • (self-esteem, recognition) Selective Attention Selective Distortion Selective Retention Social needs 3 (sense of belonging, love) 2 1 Safety needs (security, protection) Psychological needs (food, water, shelter) 21 22 Attitude • • • • Are learned. Have an object. Have direction and intensity. Tend to be stable and generalized. The milk moustache campaign changed attitudes toward milk. 23 24 6 Other Factors influencing Purchases Learning • Attitudes of others • Unexpected situational factors • Classical conditioning • Reinforcement • Marketing implications 25 26 Four Types of Buying Behavior High Involvement Low Involvement Significant differences between brands Complex Buying Behavior VarietySeeking Behavior Few differences between brands DissonanceReducing Buying Behavior Habitual Buying Behavior 27 7
