Download Solomon_ch05_basic - People Search Directory

MARKETING
Real People, Real Choices
CHAPTER 5
Consumer Behavior:
How & Why People Buy
Chapter Objectives
• Define consumer behavior & explain
reasons why and what they buy
• Explain the prepurchase, purchase, &
postpurchase activities of consumers
• Describe how internal factors influence
consumers’ decision-making processes
5-2
Chapter Objectives
• Understand how situational factors may
influence consumer behavior
• Describe how consumers’ relationships
with other people influence their
decision-making process
• Understand how the Internet offers
opportunities for marketing
5-3
Consumer Behavior
The process individuals & groups go
through to select, purchase, or use
goods, services, ideas, or experiences
to satisfy their needs & desires
5-4
Consumer Decision-Making Process
•
•
•
•
•
Problem recognition
Information search
Evaluation of alternatives
Product choice
Post-purchase evaluation
5-5
Problem Recognition
• Occurs whenever a consumer
recognizes a difference between the
current state & the ideal or desired state
• Internal cues - consumers recognize
state of discomfort
• External cues - marketers may stimulate
consumers to recognize problem
5-6
Information Search
• Consumer checks memory & surveys
environment to identify what options are
available
• Sources might include personal
experience & knowledge, friends,
advertising, websites, & magazines
5-7
Evaluation of Alternatives
• Identify consideration set
• Narrow list: compare pros & cons
• Use evaluative criteria to decide among
remaining choices
5-8
Product Choice
• People may ultimately make the choice
based on heuristics
• Heuristics represent rules of thumb
– brand loyalty
– country of origin
– liking
5-9
Postpurchase Evaluation
• How good a choice was it?
• Customer satisfaction/dissatisfaction
– regret
• Ultimately affects future decisions &
word-of-mouth communication
5-10
Internal Influences
•
•
•
•
•
Perception
Motivation
Personality
Age
Lifestyle
5-11
Perception
• Process by which people select,
organize, & interpret information
– Exposure: stimulus must be within
sensory receptors to be noticed
– Attention: consumers will pay
attention to some stimuli and not to
others
– Interpretation: consumers assign
meaning to stimuli
5-12
Motivation
• Motivation is an internal state that drives
us to satisfy needs
• Once we activate a need, a state of
tension exists that drives the consumer
to some goal that will reduce this
tension and eliminate the need
• Consequently, only unmet needs
motivate
5-13
Attitudes
• Attitude is a lasting evaluation of a
person, object or issue.
• Three components to attitudes:
– Cognitions, Affect, & Behaviors
– Think, Feel, Do
• Each of these three components will be
the dominant influence in creating an
attitude toward the product
5-14
Personality
• Personality: set of unique psychological
characteristics that influences the way a
person responds to situations in the
environment
– Innovativeness
– Self-confidence
– Sociability
– Materialism
– Need for cognition
5-15
Age Group
• Products and services often appeal to a
specific age group (demographics)
– Children
– Teens
– Young Adults
– Middle-aged
– Elderly
5-16
Lifestyles
• A pattern of living that determines how
people choose to spend their time,
money, & energy
– reflects values, tastes, & preferences
• Expressed through preferences for
sports, music, & politics
– Psychographics
5-17
Situational Influences
• Physical Environment
– arousal
– pleasure
• Time
– time poverty
5-18
Social Influences
• Culture & Subcultures
• Social Class
• Reference Groups
• Opinion Leaders & Market Mavens
5-19
Cultures and Subcultures
• Culture is the values, beliefs, customs,
and tastes produced & valued by a
group of people
• A subculture is a group coexisting with
other groups in a larger culture whose
members share a distinctive set of
beliefs or characteristics
– Harley Davidson subculture
5-20
Social Class
• Social class is the overall rank of people
in a society
• People in the same class tend to have
similar occupations, similar income
levels, share common tastes in clothes,
decorating styles, & leisure activities
5-21
Group Memberships
• A reference group is a set of people a
consumer wants to please or imitate
• The “group” can be composed of one
person, a few people, or many people.
They may be people you know or don’t
know.
– Conformity is at work when people
change as a reaction to real or
imagined group pressure
5-22
Opinion Leaders
• An opinion leader is a person who
influences others’ attitudes or behaviors
because they are perceived as
possessing expertise about the product
• Market maven: person who shares
general market knowledge and
influences others’ behavior
– The Tipping Point
5-23
Issues for Discussion
• What are some cultural or demographic
trends that may affect marketing for the
following products?
– Housing
– Magazines
– Education
– Telecommunications
– Travel & tourism
– Automobiles
5-24
Issues for Discussion
• What subcultures are you a member of?
What distinctive beliefs, characteristics,
or experiences are a part of the
subcultures?
• Does conformity from reference groups
exert a positive or negative influence on
consumers? With what types of
products is conformity more likely to
occur?
5-25