Download Determinants Of Consumer Behavior

Chapter 6
CONSUMER
BEHAVIOR
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
1. Define Customer Behavior and Consumer
Behavior.
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Western, a division of Cengage
Learning.
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Learning.
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Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Customer Behavior
▮Buying behavior of individual consumers as
well as organizational buyers.
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Consumer Behavior
▮Process through which buyers make purchase
decisions
• Marketers borrow extensively from psychology
and sociology to better understand consumer
behavior
• Consumer behavior is understood as a function of
interpersonal influences and personal factors
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
2. What are the two determinants of consumer
behavior?
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Determinants Of Consumer Behavior
▮Interpersonal
▮Personal
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
3. What are the interpersonal determinants of
consumer behavior?
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Interpersonal Determinants Of Consumer
Behavior
▮Cultural influences
• Culture - Values, beliefs, preferences, and tastes
handed down from one generation to the next
• The broadest environmental determinant of
behavior
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
International Perspective on Cultural
Influences
▮Successful strategies in one country may not
extend to other international markets
• Example: Domino’s allows local managers to run
their own advertising campaigns tailored to the
preferences of their customers
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Subcultures
▮Groups with their own distinct modes of
behavior
• Can differ by ethnicity, nationality, age, rural
versus urban location, religion, and geographic
distribution
▮Population mix in U.S. is changing as the
Hispanic, African American, and Asian
populations grow
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Social Influences
▮Everyone belongs to multiple social groups Family, neighborhood, clubs, and sports teams
• Group membership influences an individual
consumer’s purchases and behavior in overt and
subtle ways
▮Differences in group status and roles influence
buying behavior
• People make purchases designed to reflect their
status within a particular group
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
The Asch Phenomenon
▮Theory of psychologist S. E. Asch Individuals conform to majority rule, even if
that majority rule goes against their beliefs
▮The Asch phenomenon can be a big factor in
many purchase decisions
• From major choices such as buying a car to
deciding whether to buy a pair of shoes on sale
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Reference Groups
▮People or institutions such as family, friends,
or celebrities:
• Whose opinions are valued
• To whom a person looks for guidance in his or her
own behavior, values, and conduct
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Reference Groups
▮Influence of reference group depends on two
conditions:
• The purchased product must be one that others
can see and identify
• The purchased item must be a brand or product
that not everyone owns
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Social Classes
▮Six classes within the social structures of both
small and large U.S. cities
•
•
•
•
•
•
Upper-upper
Lower-upper
Upper-middle
Lower-middle
Working class
Lower class
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Social Classes
▮Class rankings determined by occupation,
income, education, family background, and
residence location
• Income is not always a primary factor
▮Occupations and incomes of one or both
parents are primary influences on social class
▮Individuals’ buying habits reflect the class to
which they aspire
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Opinion Leaders
▮Trendsetters who purchase new products
before others in a group and then influence
others in their purchases
▮Individuals tend to act as opinion leaders
based on their knowledge of and interest in
products
▮Information about goods and services flows
from mass media to opinion leaders to
consumers
• Sometimes flows directly to consumers
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Family Influences
▮Family structure has changed over the last
century
• Many couples are separated or divorced, so single
heads of households are more common
▮Role of each spouse in a household:
•
•
•
•
Autonomic role
Husband-dominant role
Wife-dominant role
Syncratic role
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18
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
4. What are the personal determinants of
consumer behavior?
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Personal Determinants of Consumer
Behavior
▮Consumer behavior is affected by a number of
internal, personal factors also
• Need - Imbalance between a consumer’s actual
and desired states
• Motive - Inner state that directs a person toward
the goal of satisfying a need
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Maslow’s Hierarchy of Needs
▮Physiological needs - Needs concerning
essential requirements for survival, such as
food, water, shelter, and clothing
▮Safety needs - Financial or lifestyle security,
protection from physical harm, and avoidance
of the unexpected
▮Social/belongingness needs - The desire to be
accepted by people and groups important to
that individual
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Maslow’s Hierarchy of Needs
▮Esteem needs - A universal desire for a sense
of accomplishment and achievement
▮Actualization needs - Desire to realize
potential and find fulfillment by expressing
their unique talents and capabilities
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
▮Maslow’s Hierarchy of Needs
Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Perceptions
▮Meaning that a person attributes to incoming
stimuli gathered through the five senses
▮Results from the interaction of two types of
factors:
• Stimulus factors
• Individual factors
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Perceptual Screens
▮The mental filtering processes through which
all inputs must pass
▮Techniques that marketers use to elicit a
positive response from consumers:
• Doubling the size of an ad
• Using certain colors or graphics
• Developing unique packaging
▮Word of mouth - The oldest and most effective
marketing technique in existence
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Attitudes
▮Person’s enduring favorable or unfavorable
evaluations, emotions, or action tendencies
toward some object or idea
▮Attitude components:
• Cognitive
• Affective
• Behavioral
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Changing Consumer Attitudes
▮Marketers have two choices for appealing to
consumer attitudes:
• Attempt to produce consumer attitudes that will
lead to the purchase of an existing product
• Evaluate existing consumer attitudes and create or
modify products to appeal to these attitudes
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Modifying the Components of Attitude
▮Providing evidence of product benefits and
correcting misconceptions
▮Engaging buyers in new behavior
▮New technologies can also encourage
consumers to change their attitudes
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Learning
▮Knowledge or skill acquired as a result of
experience, which changes consumer behavior
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Learning
▮Components of learning process:
• Drive - Fear, pride, greed, jealousy, hunger, thirst,
comfort, and rivalry
• Cue - An object or signal in the environment that
determines the nature of the consumer’s response
to a drive
• Response - Individual’s reaction to a set of cues
and drives
• Reinforcement - Reduction in drive that results
from a proper response
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Applying Learning Theory to Marketing
Decisions
▮Marketers use shaping
• Applying a series of rewards and reinforcements,
to permit more complex behavior to evolve
▮Promotional strategy and the product itself
play a role in the shaping process
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
The Shaping Process
▮Offer a free-sample package that includes a
substantial discount for first purchase
▮Entice the consumer to buy the item with little
financial risk
▮Motivate the person to buy the item again at a
moderate cost
▮Customer decides whether to buy the item at
its true price without the discount coupon
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Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Self-Concept Theory
▮Person’s multifaceted picture of himself or
herself
▮Four components that influence purchasing
decisions:
•
•
•
•
Real self
Self-image
Looking-glass self
Ideal self
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33
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
5. What are the various steps in the consumer
decision process?
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Figure 6.2 - Integrated Model of the Consumer
Decision Process
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35
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
The Consumer Decision Process
▮High-involvement purchase decisions
• Purchases with high levels of potential social or
economic consequences
▮Low-involvement purchase decisions
• Routine purchases that pose little risk to the
consumer
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36
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Steps in the Consumer Decision Process
▮Consumer becomes aware of a gap between
the existing situation and a desired situation
▮Consumer gathers information about the
attainment of a desired state of affairs
• Evoked set - Number of alternatives that a
consumer actually considers in making a purchase
decision
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37
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Steps in the Consumer Decision Process
▮Consumer evaluates the evoked set of options
and as the search progresses, the consumer
accepts, distorts, or rejects
• Evaluative criteria - Features that a consumer
considers in choosing among alternatives
▮The consumer narrows the alternatives down
to one
▮The consumer decides where or from whom
to make the purchase
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38
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Steps in the Consumer Decision Process
▮Post-purchase evaluation – Buyer feels either:
• Satisfaction at the removal of the discrepancy
between the existing and desired states
• Dissatisfaction with the purchase
▮Cognitive dissonance - Imbalance among
knowledge, beliefs, and attitudes that occurs
after an action or decision, such as a purchase
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39
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Steps in the Consumer Decision Process
• Dissonance is likely to increase:
• As the dollar value of a purchase increases
• When the rejected alternatives have desirable features
that the chosen alternatives do not provide
• When the purchase decision has a major effect on the
buyer
▮Marketers can reduce cognitive dissonance by
providing information that supports the chosen
item
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40
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
6. What are the three categories of problemsolving process?
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Western, a division of Cengage
Learning.
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Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Classifying Consumer Problem-Solving
Processes
▮Routinized response behavior
• Consumer makes many purchases routinely by
choosing a preferred brand or one of a limited
group of acceptable brands
▮Limited problem solving
• Consumer has previously set evaluative criteria for
a particular kind of purchase but then encounters a
new, unknown brand
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42
Chapter 8 Marketing Research
Chapter 6and
Consumer
Sales Forecasting
Behavior
Classifying Consumer Problem-Solving
Processes
▮Extended problem solving
• Results when brands are difficult to categorize or
evaluate
• Typical of high-involvement purchases
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43