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Consumer Behavior Jeremy Kees, Ph.D. Model of Consumer Behavior Review…. • • So, we’ve talked about the marketing concept and the importance of building relationships But before we can start marketing, we have to understand: 1. The market in which we’re going to compete in 2. Our consumers • Key Concepts over the next few weeks: – – – – Consumer Behavior Marketing Research Market Segmentation Targeting / Positioning CONSUMER Problem Recognition Out of Stock Related Product Purchase Dissatisfaction Market-Induced Recognition New Needs or Wants New Products Information Search Personal Sources Evaluation of Alternatives All available brands Guinness The Beast Blue Rib. Coors Lt. Yuengling Bud Lt. Hop Devil Miller Lt. Becks Amstel Lt. Natty Lt. Mic Ultra Smithwicks High Life Corona Hop Devil Shiner Bock Guinness Becks Smithwicks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Successive Sets… Usage and/or Disposal of Products Why could this info be important to Marketers?? 5-10 Consumer Behavior: Influencing Factors Intrapersonal Factors • • • • • Needs and Motives Perceptions Attitudes Learning Self-Concept Needs and Motives Self-Actualization Esteem Needs Social Needs Safety Needs Physiological Needs Perceptions • Key variable in marketing • “how we make sense of the world we live in” • Subliminal Perception – Examples 1 and 2 Attitude • Components of Attitude: – Cognitive What we think – Affective: How we feel – Behavioral: How we act • Strategies for changing consumer attitude… Learning • Conceptual • Experiential • Reinforcement • Implications for marketing… Personality and SelfConcept • Personality: the unique psychological characteristics…. • Self-Concept: A person’s multifaceted picture of himself or herself, composed of the: – – – – Real self Self-image Looking-glass self Ideal self Interpersonal Factors • Culture • Social Influences • Family Influences Culture • Culture: values, beliefs, preferences, and tastes handed down from one generation to the next • What are some characteristics of American culture?? Culture and International Marketing • Culture is perhaps the most critical aspect of doing business internationally • Self-Reference Criterion = one’s tendency to judge others based on our own cultural experiences • Ethnocentism = regarding one’s own culture as superior than another Culture • Subculture: Subgroup of culture with its own, distinct modes of behavior – Cultures are not homogeneous entities with universal values – Subcultures can differ by: • Ethnicity or Nationality • Age or Gender • Religion • Social class or Profession Culture Social Influences • Group membership influences an individual’s purchase decisions and behavior in both overt and subtle ways • Reference Groups: groups whose value structures and standards influence a person’s behavior Social Influences • Social Classes: groups whose rankings are determined by occupation, income, education, family background, and residence location Family Influences • Family Decision-Making Structures – – – – Autonomic Husband-dominant Wife-dominant Syncratic • Children’s Influence
