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 StockOut of Stock DissatisfactionDissatisfaction

Related ProductPurchase

Related ProductPurchase Market-Induced

RecognitionMarket-Induced

RecognitionNew

ProductsNew

Products

New Needsor Wants

New Needsor Wants

Information Search

PersonalSources

MarketSourcesPublicSources

PersonalExperience

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

Becks

Smithwicks

Guinness

Evaluation of Alternatives

Successive Sets…

5-10

Usage and/or Disposal of Products

Why could this info be important to Marketers??

Consumer Behavior: Influencing Factors

Intrapersonal Factors

• Needs and Motives• Perceptions• Attitudes• Learning• Self-Concept

Needs and Motives

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Self-Actualization

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 Self-Concept• 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:Reference Groups: groups whose value structures and standards influence a person’s behavior

Social Influences

• Social Classes: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