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Chapter 3
Consumer Behaviour Models
Chapter Objectives
• To understand the role consumer behaviour plays
in the development and implementation of
advertising and promotion programs.
• To understand the consumer decision-making
process and how it varies for different types of
purchase.
Chapter 3 : Consumer Behaviour Models
Chapter Objectives
• To understand various internal psychological
processes, their influence on consumer decision
making, and implication for advertising and
promotion.
• To recognize external factors such as culture,
social class, group influences, and situational
determinants and how they affect consumer
behaviour.
Chapter 3 : Consumer Behaviour Models
Consumer Decision
Making Process
Need Recognition
Information Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Chapter 3 : Consumer Behaviour Models
Consumer Decision Process
Decision Process Stages
Psychological Processes
Need Recognition
Motivation
Information Search
Perception
Alternative Evaluation
Attitude Formation
Purchase Decision
Integration
Postpurchase Evaluation
Learning
Chapter 3 : Consumer Behaviour Models
Sources of Need Recognition
• Out of stock.
• Purchase decision is routine.
• Resolved by choosing familiar brand.
• Dissatisfaction.
• Dissatisfied with current state of product/service. (I.E.
Comfort/style).
• Advertising is used to help consumers recognize need
for new product.
Chapter 3 : Consumer Behaviour Models
Sources of Need Recognition
• New needs or wants.
• Created by life changes. (I.E. Graduation, employment
status, financial situation).
• Wants are desired but not essential.
• Related product purchase.
• Purchase of a new product will most likely trigger
purchase of accessories. (I.E. New camera will require
film).
Chapter 3 : Consumer Behaviour Models
Sources of Need Recognition
• Marketer-induced recognition.
• Marketers’ encourage discontentment with current state
or situation.
• Brand switching is encouraged by sales promotion.
• New products.
• Innovative products may stimulate a need.
• Consumers may not see a need for what the marketer is
selling.
Chapter 3 : Consumer Behaviour Models
Examining Consumer Motivations
• Marketers recognize need recognition will
influence the remainder of the decision process.
• To better understand consumer’s reasoning
marketer’s devote considerable attention to
motives.
• Motives - factors that compel a consumer to take a
particular action.
Chapter 3 : Consumer Behaviour Models
Maslow’s Hierarchy of Needs
Self-actualization needs
(self-development, realization)
Esteem needs
(self-esteem, recognition, status)
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)
Chapter 3 : Consumer Behaviour Models
Market Research Methods
• In-depth interviews.
–The consumer talks freely in an unstructured interview to
obtain insights into his or her motives, ideas or opinions.
• Projective techniques.
–Methods allowing consumers to project values, motives,
attitudes or needs on some external object.
Chapter 3 : Consumer Behaviour Models
Market Research Methods
• Association tests.
–Consumers respond with the first thing that comes to
mind when presented with some verbal or pictorial
stimulus.
• Focus groups.
–A group of consumers with similar backgrounds or
interests discuss a product, idea or issue.
Chapter 3 : Consumer Behaviour Models
Information Search
• Internal search
– The scanning of information stored in memory regarding
various purchase alternatives
• External search
– Engaged when internal search does not yield enough
information (external sources of information are used.)
Chapter 3 : Consumer Behaviour Models
External Information Search
• Personal sources
– Friends, relatives, co-workers
• Market-controlled sources
– Ads, salespeople, displays
• Public sources
– Print articles, news reports
• Personal experience
– Handling, examining, testing, using
Chapter 3 : Consumer Behaviour Models
Perception
• The process by which individuals receive, attends
to, interprets and stores information to create a
picture of the world.
• Selective perception
– Filtering process in which internal and external factors
influence what is received and how it is processed.
• Occurs in all 4 stages of perception process.
Chapter 3 : Consumer Behaviour Models
Stages in Perceptual Process
• Stage 1: sensation.
– Immediate direct response of the senses to a stimulus.
– Selective exposure.
• Consumers choose whether or not to make themselves
available for information.
Chapter 3 : Consumer Behaviour Models
Stages in Perceptual Process
• Stage 2: selecting the information.
– Personality, needs, motives, expectations will affect
information that is selected.
– Selective attention.
• Consumer focuses on certain stimuli while excluding others.
Chapter 3 : Consumer Behaviour Models
Stages in Perceptual Process
• Stage 3: interpreting the information.
– Organizing, categorizing, and interpreting the incoming
information.
– Selective comprehension.
• Interpreting information based on their own attitudes, beliefs,
motives and experiences.
Chapter 3 : Consumer Behaviour Models
Stages in Perceptual Process
• Stage 4: retaining the information.
– Storage of information into short-term and long-term
memory.
– Selective retention.
• Consumers do not remember everything they see,
hear, or read.
Chapter 3 : Consumer Behaviour Models
The Selective Perception Process
Selective Exposure
Selective Attention
Selective Comprehension
Selective Retention
Chapter 3 : Consumer Behaviour Models
Evaluation of Alternatives
All available brands
Brand A
Brand B
Brand C
Brand D
Brand E
Brand F
Brand G
Brand H
Brand I
Brand J
Brand K
Brand L
Brand M
Brand N
Brand O
Evoked Set of Brands
Brand B
Brand E
Brand F
Brand I
Brand M
Chapter 3 : Consumer Behaviour Models
Evaluative Criteria
• Dimensions or attributes of a product or service
used to compare alternatives.
• (I.E) purchase of an automobile.
– Objective criteria - price, warrantee, etc.
– Subjective criteria - style, appearance, image.
Chapter 3 : Consumer Behaviour Models
Evaluative Criteria
• Marketer’s view their product as a bundle of
attributes
• Consumer’s view the product as a set of
consequences:
– Functional consequences are concrete, tangible
outcomes
– Psychological consequences are abstract and
subjective
Chapter 3 : Consumer Behaviour Models
Consumer Attitudes
•Learned predispositions to respond toward an
object—an individual’s overall feelings toward or
evaluation of an object.
•Summarize consumer’s evaluation of an object and
represent positive or negative feelings and
behaviours.
Chapter 3 : Consumer Behaviour Models
Consumer Attitudes
• Consumers hold attitudes toward:
–
–
–
–
–
–
–
–
Individuals
Brands
Companies
Organizations
Product categories
Retailers
Advertisements
Media
Chapter 3 : Consumer Behaviour Models
Attitude Change Strategies
• Increase or change the strength or belief rating of
a brand on an important attribute
• Change consumers’ perceptions of the importance
or value of an attribute
• Add a new attribute to the attitude formation
process
• Change perceptions of belief ratings for a
competing brand
Chapter 3 : Consumer Behaviour Models
Purchase Decision
• At some point consumer stops evaluating
alternatives and makes purchase decision.
• Consumer develops a purchase intention or
predisposition to buy a certain brand.
• Purchase decisions will be different depending on
the complexity of the product.
Chapter 3 : Consumer Behaviour Models
Integration Processes
• The way product knowledge, meanings and beliefs
are combined to evaluate two or more alternatives.
• Consumers make purchase selections by using
formal integration strategies.
• Process involves deliberate evaluation of the
alternatives attribute by attribute.
Chapter 3 : Consumer Behaviour Models
Postpurchase Evaluation
• After consumption the consumer assesses level
of performance of the product or service.
• Feedback acquired from actual use of a product
influences the likelihood of future purchases.
• Advertising is used to reinforce consumer
decisions to purchase their brands.
Chapter 3 : Consumer Behaviour Models
Satisfaction/Dissatisfaction
• A judgment consumers make with respect to the
pleasurable level of consumption-related
fulfillment.
• Satisfaction occurs when expectations are either
met or exceeded.
• Dissatisfaction results when performance is below
expectations.
Chapter 3 : Consumer Behaviour Models
Behavioral Learning Theory
• Classical conditioning
– Assumes that learning is an associative process with
an already existing relationship between a stimulus and
a response.
• Operant conditioning
– The individual must actively operate or act on some
aspect of the environment for learning to occur.
• Response is positive reinforcement (reward) or negative
reinforcement (punishment)
Chapter 3 : Consumer Behaviour Models
Classical Conditioning Theory
Unconditioned
stimulus
Unconditioned
response
(waterfall)
(freshness, purity)
Association develops through
contiguity and repetition
Conditioned
stimulus
(Brita water
filtration pitcher)
Conditioned
response
(freshness, purity)
Chapter 3 : Consumer Behaviour Models
Operant Conditioning Process
Behavior
(consumer uses
product or service)
Positive or negative
consequences occur
(reward or punishment)
Increase or decrease in
probability of repeat
behavior (purchase)
Chapter 3 : Consumer Behaviour Models
Environmental Influences on Consumers
Culture
Subculture
Social class
Reference
groups
Situations
Chapter 3 : Consumer Behaviour Models
Roles in Family Decision-Making
Process
• Initiator - initiates purchase decision.
• Information provider - gathers information to be
used in making decision.
• Influencer - influences criteria used in selection
process.
Chapter 3 : Consumer Behaviour Models
Roles in Family Decision-Making
Process
• Decision maker(s) - makes the purchase
decision.
• Purchasing agent - physically makes the
purchase.
• Consumer - user of the product.
Chapter 3 : Consumer Behaviour Models