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MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 1
Consumer Behavior
Influences on consumer behavior Psychological
Decision making Attitudes and
attitude change Sociocultural
Reference groups Family decision
making Culture and
subculture
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 2
Consumer Problems and Recognition
Consumer problem: Discrepancy between ideal and actual state--e.g., consumer: has insufficient hair is hungry has run out of ink in his or her inkjet
cartridge
Problems can be solved in several ways--e.g., stress reduction <----- vacation, movie, hot bath, medication
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 3
CONSUMER DECISIONS:Theory and Reality in Consumer Buying
InformationSearch
ProblemRecognition
Evaluation ofAlternatives
Purchase
PostpurchaseEvaluation/Behaviors
Theory
Complications
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 4
Approaches to Search for Problem Solutions
INTERNAL
EXTERNAL
MemoryThinking
Word of mouth, media,store visits, trial
CATALOG
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 5
Cost vs. Benefits of Search
Market Characteristics
Product Characteristics
Consumer Characteristics
Situation Characteristics
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 6
Decision Issues
Types of decisions Routinized response
(e.g., gas, sodas) Limited problem
solving (e.g., car service, fast food)
Extended problem solving (e.g., new car, computer, medical procedures)
Type of evaluation: Compensatory:
Decision based on overall value of alternatives (good attribute can outweigh bad ones)
Non-compensatory: Absolutely must meet at least one important criterion (e.g., car must have automatic transmission)
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 7
Variety Seeking and Variety Seeking and Impulse BuyingImpulse Buying
Variety seeking» need varies among
consumers by optimal stimulation level (OSL)
» Use innovativeness Impulse purchases
» Motivation» Consequences“Don’t give me that
same old cola, thatsame old cola--I want a rock’n’roller!”
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 8
Psychological Influences
Motivation Personality Perception
Attention and competition for attention
Selective perception
Subliminal influence?
Perceived risk Learning
Change in behavior
May or may not be conscious
Values, beliefs, and attitudes
Lifestyle—e.g., VALS2
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 9
Attitude Change Strategies Change Affect
Classical conditioning Attitude toward the ad Mere exposure
Change behavior (e.g., sampling)
Change Belief Component Change existing beliefs Change importance of attributes Add beliefs Change ideal
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 10
One-sided vs. two sided appeals One-sided: only
saying what favors your side
Two-sided: stating your case but also admitting points favoring the other side Why is this
effective?
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 11
Sociocultural Influences
Personal Influence Opinion leadership Word of mouth
and rumors Reference groups
Associative: “We’re the Pepsi generation…”
Dissociative: “It’s not your father’s car.”
Aspirational
Culture Subculture
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 12
Potential Family Life Cycle Stages
YOUNGSINGLE
BLENDED
SINGLE PARENT
FULL NEST I/II/III
EMPTY NESTI/II
OLDERSINGLE
YOUNGCOUPLE
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 13
Economic/Marketing Implications of Household Cycles
Income tends to increase with time
But children/ obligations add cost
Divorce increases costs may change
income distribution marriage
Product demand due to singles with low
expenses new couples divorced families children empty nesters --
> more income
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 14
Household Decision Making
Roles/influence Information
gatherers/holders Influencers Decision makers Purchasers Users
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 15
More Sociocultural Influences Social class
In the U.S. Positioning
strategies: “Upward Pull” “At Level”
In other cultures Culture: “Share
meanings”
Subculture Ethnic Generational Regional Religious groups
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 16
Organizational Buyers
Types Industrial Reseller Government and
non-profit organizations
Characteristics Greater
involvement Bureaucracy Long term
relationships
MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 17
The Means-End Chain
Large engine
Fast acceleration
Performance
Feeling of power
Self-esteemAim promotion/
positioning at higherlevels of chain!
Attributes
Consequences
Values