Download Ch 09: Consumer Behavior

Chapter 9
Consumer Behavior
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Customer vs. Consumer Behavior
 Customer behavior
 Consumer behavior
9-2
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Interpersonal Determinants of
Consumer Behavior
 Cultural Influences
Culture
ethnocentrism
9-3
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 Core Values in the
U.S. Culture
 While some cultural
values change over
time, basic core values
do not
9-4
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 Milton Bradley
Parker Brothers
 Emphasizing the
Importance of Family
and Home Life
9-5
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 Listerine
 This ad from the
early 1900s
demonstrates how
culture changes
over time.
9-6
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 International Perspective on Cultural
Influences
Cultural differences are particularly important
for international marketers
9-7
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 Benetton
 This Firm Has Been Successful Extending Strategies
Across Cultural and National Boundaries
9-8
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 Subcultures: subgroup of culture with its
own, distinct modes of behavior
 Subcultures can differ by:
Ethnicity
Nationality
Age
Religion
Geographic
distribution
9-9
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 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
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 Subcultures: AfricanAmerican Consumers
 African-American
buying power is rising
rapidly compared to
U.S. consumers in
general
9-11
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 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
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 Univision
 This web site is designed to meet the needs of the
growing Hispanic population who prefer SpanishLanguage Programs.
9-13
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 Subcultures: AsianAmerican Consumers
 Marketing to AsianAmericans presents
many of the same
challenges as
marketing to Hispanics
9-14
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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
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 Jordache
 Advertisement
Illustrating the
Influence of
Friendship Groups
on Purchase
Decisions
9-16
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 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
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 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
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Class Discussion
Give an example of how
you have seen social class
operating in the
marketplace.
9-19
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 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
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Interpersonal Determinants of
Consumer Behavior
 Family Influences
Autonomic
Husband-dominant
Wife-dominant
Syncratic
9-21
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 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
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Personal Determinants of
Consumer Behavior
9-23
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Why do you see so many
people wearing football
clothing?
What drives that kind of
consumer behavior?
9-24
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 Needs and Motives
Need
Motives
9-25
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 Maslow’s Hierarchy of Needs
Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
9-26
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 Lindblad Special
Expeditions
 Service Aimed at
Satisfying a Selfactualization Need
9-27
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 Perception: the
meaning that a person
attributes to incoming
stimuli gathered
through the five
senses
9-28
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 Perceptual screens:
the filtering
processes through
which all inputs must
pass
 Sony
 Breaking Through
Perceptual Screens
9-29
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 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
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Attitudes
Attitudes: enduring evaluations,
emotional feelings, or action
tendencies toward some object or data
Attitude components:
cognitive
affective
behavioral
9-31
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This advertisement deals with
feelings or emotional reactions
many of us have felt at one time
or another.
9-32
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 Changing Consumer
Attitudes
Marketers have two
choices to lead
prospective buyers
to adopt a favorable
attitude toward their
product:
9-33
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 Modifying the
Components of
Attitude
Marketers can work
to modify attitudes by
providing evidence of
product benefits and
by correcting
misconceptions
9-34
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 Learning: an immediate or expected change
in behavior as a result of experience
Drive
Cue
Response
Reinforcement
9-35
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 Citibank
Reinforcing a
buying
behavior
9-36
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 Applying Learning
Theory to Marketing
Decisions
 Prego
Using a discount
coupon to shape
behavior
9-37
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 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
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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
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This advertisement shows how
the customer is helped through
the buying decision making
process…a little unusual but
effective none the less.
9-40
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 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
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Evoked Set
Model
All
Brands
Known
Brands
Evoked
Acceptable
Set
Brands
Purchased
Brand
Unknown
Brands
Unacceptable
Brands
Rejected
Brands
Inert
Set
9-42
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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
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 Progresso
 An Attempt to
Influence
Evaluative Criteria
9-44
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 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
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 Post-purchase
Evaluation
After the purchase,
consumers are
either satisfied or
experience
cognitive
dissonance (CD)
Michelin relieving
CD
9-46
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 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
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 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
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 Extended Problem Solving
Results when brands are difficult to
categorize or evaluate
High-involvement purchase decisions
usually require extended problem
solving
9-49
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