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Chapter 9 Consumer Behavior Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Customer vs. Consumer Behavior Customer behavior Consumer behavior 9-2 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Interpersonal Determinants of Consumer Behavior Cultural Influences Culture ethnocentrism 9-3 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Core Values in the U.S. Culture While some cultural values change over time, basic core values do not 9-4 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Milton Bradley Parker Brothers Emphasizing the Importance of Family and Home Life 9-5 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Listerine This ad from the early 1900s demonstrates how culture changes over time. 9-6 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. International Perspective on Cultural Influences Cultural differences are particularly important for international marketers 9-7 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Benetton This Firm Has Been Successful Extending Strategies Across Cultural and National Boundaries 9-8 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Subcultures: subgroup of culture with its own, distinct modes of behavior Subcultures can differ by: Ethnicity Nationality Age Religion Geographic distribution 9-9 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Ethnic and Racial Minorities 0.70% 1.80% 0.40% 3.10% 12.50% Hispanic American African Americans Asian American Native American Two or More Races Other 12.10% Note: Percentages have been rounded. SOURCE: Data from Roger Simon and Angie Cannon, “An Amazing Journey,” U.S. News & World Report, August 6. 2001, p. 12. 9-10 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Subcultures: AfricanAmerican Consumers African-American buying power is rising rapidly compared to U.S. consumers in general 9-11 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Subcultures: HispanicAmerican Consumers The 35 million Hispanics in the U.S are not homogenous The Hispanic market is large and fast-growing Hispanics tend to be younger than the general U.S. population Hispanics are geographically concentrated 9-12 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Univision This web site is designed to meet the needs of the growing Hispanic population who prefer SpanishLanguage Programs. 9-13 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Subcultures: AsianAmerican Consumers Marketing to AsianAmericans presents many of the same challenges as marketing to Hispanics 9-14 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Interpersonal Determinants of Consumer Behavior Social Influences Group membership influences an individual’s purchase decisions and behavior in both overt and subtle ways. Norms Status Roles 9-15 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Jordache Advertisement Illustrating the Influence of Friendship Groups on Purchase Decisions 9-16 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. The Asch Phenomenon: the effect of a reference group on individual decision-making Reference groups The purchased product must be one that others can see and identify. The purchased item must be conspicuous 9-17 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Social classes: groups whose rankings are determined by occupation, income, education, family background, and residence location W. Lloyd Warner identified six classes: 1. Upper-upper 2. Lower-upper 3. Upper-middle 4. Lower-middle 5. Working class 6. Lower class 9-18 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Class Discussion Give an example of how you have seen social class operating in the marketplace. 9-19 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Opinion leaders: individuals likely to purchase new products before others and then share the resulting experiences and opinions by word-of-mouth Alternative Channels for Communications Flow 9-20 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Interpersonal Determinants of Consumer Behavior Family Influences Autonomic Husband-dominant Wife-dominant Syncratic 9-21 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Children and teenagers in family purchases Growing numbers are assuming responsibility for family shopping They also influence what parents buy They represent over 50 million consumers in their own right 9-22 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Personal Determinants of Consumer Behavior 9-23 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Why do you see so many people wearing football clothing? What drives that kind of consumer behavior? 9-24 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Needs and Motives Need Motives 9-25 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Maslow’s Hierarchy of Needs Self-Actualization Esteem Needs Social Needs Safety Needs Physiological Needs 9-26 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Lindblad Special Expeditions Service Aimed at Satisfying a Selfactualization Need 9-27 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Perception: the meaning that a person attributes to incoming stimuli gathered through the five senses 9-28 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Perceptual screens: the filtering processes through which all inputs must pass Sony Breaking Through Perceptual Screens 9-29 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Subliminal Perception: subconscious receipt of information Almost 50 years ago, a New Jersey movie theater tried to boost concession sales by flashing the words Eat Popcorn and Drink Coca-Cola. Research has shown that subliminal messages cannot force receivers to purchase goods that they would not consciously want. 9-30 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Attitudes Attitudes: enduring evaluations, emotional feelings, or action tendencies toward some object or data Attitude components: cognitive affective behavioral 9-31 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. This advertisement deals with feelings or emotional reactions many of us have felt at one time or another. 9-32 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Changing Consumer Attitudes Marketers have two choices to lead prospective buyers to adopt a favorable attitude toward their product: 9-33 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Modifying the Components of Attitude Marketers can work to modify attitudes by providing evidence of product benefits and by correcting misconceptions 9-34 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Learning: an immediate or expected change in behavior as a result of experience Drive Cue Response Reinforcement 9-35 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Citibank Reinforcing a buying behavior 9-36 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Applying Learning Theory to Marketing Decisions Prego Using a discount coupon to shape behavior 9-37 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Self-Concept: person’s multifaceted picture of himself or herself, composed of the real self, self-image, looking-glass self, and ideal self 9-38 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. The Consumer Decision Process Problem Opportunity Recognition Search Consumers complete a step-bystep process when making purchase decisions High-involvement Low-involvement Alternative Evaluation Purchase Decision Purchase Act Postpurchase Evaluation 9-39 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. This advertisement shows how the customer is helped through the buying decision making process…a little unusual but effective none the less. 9-40 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Problem or Opportunity Recognition Consumer becomes aware of a significant discrepancy between the existing situation and the desired situation Motivates the individual to achieve the desired state of affairs 9-41 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Evoked Set Model All Brands Known Brands Evoked Acceptable Set Brands Purchased Brand Unknown Brands Unacceptable Brands Rejected Brands Inert Set 9-42 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Overlooked Brands Evaluation of Alternatives Consumer evaluates the evoked set Outcome of the evaluation stage is the choice of a brand or product Evaluative criteria: features that a consumer considers in choosing a model alternatives 9-43 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Progresso An Attempt to Influence Evaluative Criteria 9-44 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Purchase Decision Consumer narrows the alternatives down to one Next, the purchase location is decided Purchase Act Consumers tend to choose outlets by considering such characteristics as location, price, assortment, personnel, store image, physical design, and services Some choose the convenience of in-home shopping 9-45 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Post-purchase Evaluation After the purchase, consumers are either satisfied or experience cognitive dissonance (CD) Michelin relieving CD 9-46 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Classifying Consumer Problem-Solving Processes Routinized Response Behavior Purchases made routinely by choosing a preferred brand or one of a limited group of acceptable brands 9-47 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Limited Problem Solving Situation where the consumer has previously set evaluative criteria for a particular kind of purchase but then encounters a new, unknown brand or item 9-48 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Extended Problem Solving Results when brands are difficult to categorize or evaluate High-involvement purchase decisions usually require extended problem solving 9-49 Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.