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Consumer Market & Consumer Behavior

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    Session 6 & 7

    Consumer Market & Consumer Behavior

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    CONSUMER BEHAVIOR

    The field of consumer behavior studieshow individuals, groups, andorganizations select, buy, use, anddispose of goods, services, ideas, orexperiences to satisfy their needs anddesires.

    Ref:Wu Jianan, Marketing , 3 rd ed, (Beijing:Higher Education Press, 2007): 105

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    A model of consumer behavior

    7 Os framework

    Occupants Objects Objectives Organizations Operations Occasions Outlets

    Key questions Who constitutes the market? What does the market buy? Why does the market buy? Who participates in the buying? How does the market buy? When does the market buy? Where does the market buy?

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    The stimulus-response modelWu Jianan, Marketing , 3 rd ed, (Beijing: Higher Education Press, 2007): 106

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    MAJOR FACTORS INFLUENCINGBUYING BEHAVIOR

    1. How do the buyers characteristics influence buying behavior?2. How does the buyer make purchasing decisions?

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    Culture

    Subculture

    Social class

    Cultural

    Referencegroups

    Family

    Roles andstatuses

    Social

    Age and lifecycle stage

    Occupation

    Economiccircumstances

    Lifestyle

    Personality &self-concept

    Personal

    Motivation

    Perception

    Learning

    Beliefs &attitudes

    Psychological

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    Personal factors

    Individuals lifetime Family life cycle Psychological life-cycle stages

    Age and stage in the life cycle

    Marketers try to identify the occupational groups that have above-average interest in their products and services.

    Occupation

    pay attention to trends in personal income, savings, and interest rates

    Economic circumstances

    is the persons pattern of living in the world as expressed in the persons activities, interests, and opinions.Lifestyle portrays the whole person interacting with his or her environment.

    Lifestyle

    A persons distinguishing psychological characteristics that lead to relatively consistent and enduring responses to his orher environment.

    Personality and self-concept

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    Psychological Factors

    Beliefs &Attitudes Learning Perception Motivation

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    PSYCHOLOGICALFACTORSM OTIVATION

    Motivation

    LearningPerception

    Beliefs &Attitudes

    1. Freuds Theory of Motivation2. Maslows theory of Motivation3. Herzbergs Theory of Motivation

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    M ASLOWS THEORY OF M OTIVATION

    1.Physiological food, water, shelter2.Safety security, protection3.Social sense of belonging, love4.Esteem self-esteem, recognition, status5.Self-actualization self-development and realization

    Self-actualization

    needs

    Esteem needs

    Social needs

    Safety needs

    Physiological needs

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    Herzbergs Theory of Motivation

    Two-factor theory Dissatisfiers Satisfiers

    Motivation-hygiene theory Hygiene factors Motivators

    Implications - Sellers should do their best to avoid dissatisfiers; Manufacturers should identify the major satisfiers of purchase and then supply them.

    Ref links - http://www.emkt.com.cn/article/69/6994.html ( : HM)

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    http://www.emkt.com.cn/article/69/6994.htmlhttp://www.emkt.com.cn/article/69/6994.html
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    PSYCHOLOGICALFACTORSPERCEPTION

    Perception

    LearningMotivation

    Beliefs &Attitudes

    PERCEPTION is the process by which anindividual selects, organizes, andinterprets information inputs to createa meaningful picture of the world.

    Ref:Wu Jianan, Marketing , 3 rd ed, (Beijing:Higher Education Press, 2007): 117

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    Three Perceptual ProcessesSelectiveretention tendency to retain

    information thatsupports onesattitudes andbeliefs

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    PSYCHOLOGICALFACTORSLEARNING

    Definition~ involves changes in an individualsbehavior arising from experience, and is believed to be produced through theinterplay of :

    1. Drives

    2. Stimuli

    3. Cues4. Responses

    5. Reinforcement

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    Drive

    Stimuli

    Cues

    Responses

    Reinforcement

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    P S Y C H OL O G

    I C A L

    F A C T O R S

    B E L I E F S A N

    D A T T I T UD E S

    A BELIEFis a descriptive thought that a person holds about something

    An ATTITUDE is a persons enduring favorable or unfavorable evaluations,emotional feelings, and action tendenciestoward some object or idea

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    THE BUYING PROCESS

    BUYING ROLES, BUYING BEHAVIOR, AND STAGES OF THE BUYING DECISION PROCESS

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    Five Roles

    Initiator

    A person who first suggeststhe idea of buying

    Influencer

    A person whose view oradvice influences thedecision

    Decider

    A person who decides onany component of a buyingdecision

    Buyer

    The person who makes theactual purchase

    User A person who consumes

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    Four Types of Buying Behavior

    HIGH INVOLVEMENT LOW INVOLVEMENT

    SIGNIFICANT DIFFERENCESBETWEEN BRANDS

    COMPLEX VARIETY-SEEKING

    FEW DIFFERENCESBETWEEN BRANDS

    DISSONANCE-REDUCING HABITUAL

    Henry Assael distinguished four types of consumer buying behaviorbased on the degree of buyer involvement and the degree of differencesamong brands

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    Buying Decision Process - Stage Model

    Stage model of a typical buying process Consumers pass sequentially through 5 stages

    (esp. in high-involvement purchases) Consumers may skip or reverse some stages

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    Problemrecognition

    Informationsearch

    Evaluation of alternatives

    Purchasedecision

    Postpurchasebehavior

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    STAGES OF BUYING DECISIONPROCESS STAGE 1

    PROBLEMRECOGNITION

    Information search

    Evaluation of alternatives

    Purchase decision

    Postpurchasebehavior

    1. Gap between ones actual anddesired state2. Internal or external stimuli

    A. Persons normal needsB. Aroused by external stimulus

    3. Marketers shouldA. Identify the circumstances that

    trigger a particular needB. Identify the most frequentstimuli that spark an interest ina product category

    C. Develop marketing strategiesthat trigger consumer interest

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    Stages of buying decisionprocess stage 2

    Problemrecognition

    INFORMATION SEARCH

    Evaluation of alternatives

    Purchase decision

    Postpurchasebehavior

    Levels of arousalHeightened attentionActive information search

    Information sourcesPersonalCommercialPublic sources

    ExperientialSuccessive sets involved

    1) Total set (of brands)2) Awareness set3) Consideration set4) Choice set

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    Stages of buying decisionprocess stage 3

    Problemrecognition

    Information search

    EVALUATION OFALTERNATIVES

    Purchase decision

    Postpurchasebehavior

    (PDF)Ways to stimulate greater interest in

    a brando Modify the producto Alter beliefs about the brando Alter he importance weightso Call attention to neglected attributeso Shift buyers ideals

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    Stages of buying decisionprocess stage 4

    Problemrecognition

    Information search

    Evaluation of alternatives

    PURCHASE DECISION

    Postpurchasebehavior

    Ref:Wu Jianan, Marketing , 3 rd ed, (Beijing:Higher Education Press, 2007): pp.113-114

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    Stages of buying decisionprocess stage 5

    Problemrecognition

    Information search

    Evaluation of alternatives

    Purchase decision

    Postpurchasebehavior

    Ref:Wu Jianan, Marketing , 3 rd ed, (Beijing:Higher Education Press, 2007): pp.114-115

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    WWW.MARKETINGPOWER.CN

    DEDICATED TOBUSINESS EDUCATION ONLINE

    UNLOCKING YOUR M INDS & PASSION

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