Download What makes the consumer tick?

Consumer Behaviour
“The behaviour of individuals in obtaining
goods and services, including the decision
processes that precede and determine the
purchase.”
What makes the consumer tick?
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-1
Consumer Purchase Decision
Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Evaluation
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-2
Purchase Decisions
Routine
Do not involve much
money and takes little
time.
Complex
More expensive and time
consuming to evaluate
alternatives.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-3
Post-Purchase Evaluation
Second thoughts often follow complex
buying decisions.
The unsettled state of mind experienced by
an individual after the decision has been
made is called cognitive dissonance.
Did I make the right decision?
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-4
Influences on Consumer
Behaviour
Psychological
Marketing
Social
Consumer
Cultural
Company
(Image)
Economic
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-5
Needs and Motivation Theory
Need
Absence of something
useful
Motive
Condition prompting
action to satisfy need
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-6
Hierarchy of Needs
Self-Actualization
Esteem
Social
Safety
Physiological
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-7
Personality and Self-Concept
Personality refers to a person’s distinguishing
psychological characteristics.
Real
Self
SelfImage
LookingGlass Self
Ideal
Self
The self has four components.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-8
Perception
Individuals receive and interpret messages
differently.
Selective Exposure
Notice things of interest
Selective Perception
Tuning out information in
conflict with attitudes
Selective Retention
Remember what we want to
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-9
Attitudes and Beliefs
Attitudes
Beliefs
Ones feelings about an
idea or object.
Strongly held
convictions.
Gaining acceptance is easier if the product idea
“fits” the attitudes.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-10
Lifestyle
“A person’s pattern of living as expressed in
his or her activities, interests, opinions, and
values.”

Lifestyle information is revealed from research

Economic circumstance influences lifestyle
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-11
Social Influences
Reference
Groups
Family
The desire to “fit in”affects
behaviour and buying
decisions.
Changing roles of adults
necessitates double
targeting. Children affect
family decisions.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-12
The Family Life Cycle
A series of stages one passes through on life’s
journey. Needs and behaviour change in each
stage.





Single
Married; no children
Married; with children
Married; older children
Divorced
(Possible Transition)
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-13
Cultural Influences
Learned behaviour influences one’s values.
Culture
Youth Sub-cultures
Ethnic Sub-cultures
Sub-cultures have distinctive behaviour.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-14
We Have Changed
1970s & 80s
• Environmentally Unaware
• Trusting
• Indulgent
• Optimistic
• Image Driven
• Conspicuous Consumption
• Brand Loyal
1990s and 00s
• Socially Responsible
• Skeptical
• Health and Wellness
• Pessimistic
• Value Driven
• Strategic Consumption
• Brand Disloyal
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-15
Technological Influence
1. A time-pressed society accepts technology as it
offers convenience.
2. Banking technology has changed our methods
of buying (ATM, Interac, Credit, Debit, etc.).
3. Canada is a leader in Internet acceptance and
penetration.
Contemporary marketing strategy is
technology-driven.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-16
Regional Influences
Atlantic
Quebec
Identify common and unique
characteristics in regions.
Ontario
National marketing strategies
don’t always work.
Prairies
Implement regional marketing
strategies if profitable.
B.C.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-17
The Economic Influence
Economic cycles affect behaviour:
Recession
Save
Trade down
Postpone
Economize
Make do
Conservative Marketing
Recovery/Prosperity
Spend
Trade-up
Buy now
Borrow
Improve
Aggressive Marketing
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
4-18