Gud PPt CB(Intro + Desision Process

8/9/2019 Gud PPt CB(Intro + Desision Process

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Consumer BehaviorConsumer Behavior

Chapter FourChapter Four

Consumer

Behavior

Chapter Four


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Chapter Four: Consumer BehaviorChapter Four: Consumer Behavior

ObjectivesObjectives

Identify elements of a consumer behavior model.Identify elements of a consumer behavior model.

Address the five stages of the consumer decisionAddress the five stages of the consumer decision--making process.making process.

Describe consumer decision making in terms ofDescribe consumer decision making in terms ofextensive, limited, or routine problem solving.extensive, limited, or routine problem solving.

Describe psychological influences that impactDescribe psychological influences that impactconsumer behavior.consumer behavior.

Describe the social influences that impactDescribe the social influences that impactconsumer behavior.consumer behavior.


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A Consumer Behavior ModelA Consumer Behavior Model

Social influencesSocial influences

- Culture and subcultureCulture and subculture

-- Social classSocial class

-- Role and statusRole and status

-- Reference groupsReference groups

-- Family and householdFamily and household

- MotivationMotivation

-- PerceptionPerception-- BeliefsBeliefs

-- PersonalityPersonality

-- LifestyleLifestyle

ConsumerConsumer

BehaviorBehavior Psychological influencesPsychological influences

Situational influencesSituational influences


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The Consumer DecisionThe Consumer Decision--Making ProcessMaking Process

StagesStages

Problem

Recognition

Information

Search

Alternative

Evaluation

Purchase

Post-Purchase

Processes


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The Consumer DecisionThe Consumer Decision--Making Process (cont.)Making Process (cont.)

Problem recognition (creates need)Problem recognition (creates need)

Difference between actual and desired stateDifference between actual and desired state

Cues*Cues*

Information search (creates alternatives)Information search (creates alternatives) Internal information searchInternal information search

External information searchExternal information search

Evoked Set*Evoked Set*

ProblemRecognition

InformationSearch

AlternativeEvaluation

Purchase Post-PurchaseProcesses


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Alternative Evaluation (creates preferences)Alternative Evaluation (creates preferences) PricePrice

Ease ofuseEase ofuse PerformancePerformance

StyleStyle

e.g., Fishbein Model*e.g., Fishbein Model*

A = (bA = (biieeii) )

Where A is attitude,Where A is attitude,

b is belief, andb is belief, and

e is evaluative criterione is evaluative criterion

This step can be skipped if purchase

is habitual.

Consumers then rely on memory

of past purchases.

Problem

Recognition

Information

Search

Alternative

EvaluationPurchase Post-Purchase

Processes


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Purchase (creates possession)Purchase (creates possession)

Decision vs. BehaviorDecision vs. Behavior

Decision Rule*Decision Rule*

Intervening factors (second thoughts)Intervening factors (second thoughts)

Too expensiveToo expensive

ImpulsesImpulses

False informationFalse information

Purchase Intention Actual Purchase

ProblemRecognition

InformationSearch


Purchase Post-PurchaseProcesses


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ProblemProblemRecognitionRecognition

InformationSearch


Purchase Post-Purchase

Processes


PostPost--Purchase Processes (creates evaluation)Purchase Processes (creates evaluation)

Cognitive Consistency/Dissonance*Cognitive Consistency/Dissonance*

e.g. Buyers Remorsee.g. Buyers Remorse

Reduction Strategies/TacticsReduction Strategies/Tactics

Expectations influence level of satisfactionExpectations influence level of satisfaction

Quality refers to overall product quality, reliabilityQuality refers to overall product quality, reliability

and the extent to which it meets consumers needs.and the extent to which it meets consumers needs.


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Extended, Limited, and RoutineExtended, Limited, and Routine

Consumer Decision MakingConsumer Decision Making


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A Consumer Behavior ModelA Consumer Behavior Model

Social influencesSocial influences

- Culture and subcultureCulture and subculture

-- Social classSocial class

-- Role and statusRole and status

-- Reference groupsReference groups

-- Family and householdFamily and household

- MotivationMotivation

-- PerceptionPerception-- BeliefsBeliefs

-- PersonalityPersonality

-- LifestyleLifestyle

ConsumerConsumer

BehaviorBehavior Psychological influencesPsychological influences

Situational influencesSituational influences


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Unsatisfied need

or want

Hunger

Drive or motive

= stimulus

Go to Restaurant

Action, purchase good

Eat Food

Reduce need

or want

Not Hungry

Motivation (and Involvement*)Motivation (and Involvement*)

Psychological Influences on Consumer BehaviorPsychological Influences on Consumer Behavior

Involvement/Lucky Charms


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PerceptionPerception

Perception:Perception: The mannerin which we collect,The mannerin which we collect,

organize, and interpret informationorganize, and interpret information

Selective perception:Selective perception:-- Individuals pay attention to different stimuli, perceivingIndividuals pay attention to different stimuli, perceiving

them selectively.them selectively.

Selective distortion:Selective distortion:

-- Consumers adapt information to fit their own existingConsumers adapt information to fit their own existing

knowledge or beliefs (cognitive assonance).knowledge or beliefs (cognitive assonance).

Selective retention:Selective retention:

-- Consumers only retain information about a good or serviceConsumers only retain information about a good or service

that supports personal knowledge or beliefs (reducethat supports personal knowledge or beliefs (reducedissonance .dissonance .

Marketers Influence Perceptions


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LearningLearning

Cues

Stimuli Drive

Response: an attempt to

satisfy an individual drive

You see Jordan

drinking Sprite.Example: You too,

want

Sprite.

You buy

Sprite.


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AttitudesAttitudes

Values*Values*andand

BeliefsBeliefs

Attitudes:Attitudes: Relatively enduring and consistent feelings (affectiveRelatively enduring and consistent feelings (affectiveresponses) about a good or serviceresponses) about a good or service

Beliefs:Beliefs: Associations between a product and attributes ofthat productAssociations between a product and attributes ofthat product Fast food and smoking cause heart attacks.Fast food and smoking cause heart attacks.

Intel processors only exist in quality computers.Intel processors only exist in quality computers.

Marketers are trying to create positive attitudes about their products and

create beliefs that their products have desirable attributes.


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Personality and LifestylesPersonality and Lifestyles

Personality:Personality: An individuals uniqueAn individuals unique

psychological characteristics leading topsychological characteristics leading to

specific response tendencies over timespecific response tendencies over time

Lifestyles:Lifestyles: An individuals style ofliving asAn individuals style ofliving as

expressed through activities, interests, andexpressed through activities, interests, and

opinionsopinions Psychographics:Psychographics: Classification ofconsumersClassification ofconsumers

according to lifestyles and personalityaccording to lifestyles and personality

Personality and Buying


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Social Influences on Consumer BehaviorSocial Influences on Consumer Behavior

Culture:Culture: a societys personalitya societys personality A continuously changing totality oflearned and shared meanings, rituals, norms, andA continuously changing totality oflearned and shared meanings, rituals, norms, and

traditions among the members ofan organization or societytraditions among the members ofan organization or society

ValuesValues

Enduring beliefs about a specific mode ofconduct or desirable endEnduring beliefs about a specific mode ofconduct or desirable end--state that guides thestate that guides theselection or evaluation ofbehaviorselection or evaluation ofbehavior

Cultures are set apart by values, e.g. . . .

Western Cultures stress success, achievement, and competitiveness.

Eastern Cultures emphasize collective welfare.

TerminalTerminal InstrumentalInstrumental

ValuesValues


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Social Class, Role, and StatusSocial Class, Role, and Status

Influences on Consumer BehaviorInfluences on Consumer Behavior Social Classes:Social Classes: Share similar values, attitudes, interests,Share similar values, attitudes, interests,

and opinions. Can be determined by a combination ofand opinions. Can be determined by a combination of

occupation, education, income, wealth, and values.occupation, education, income, wealth, and values.

Role:Role: Behavior based on the activities people are expected to performBehavior based on the activities people are expected to performaccording to individuals around themaccording to individuals around them Role ofwomen in the United StatesRole ofwomen in the United States

Role ofwomen in Islamic countriesRole ofwomen in Islamic countries

Man in a marriage relationshipMan in a marriage relationship

Partners in a gay or lesbian relationshipPartners in a gay or lesbian relationship

Status:Status: The esteem that society bestows upon a particular roleThe esteem that society bestows upon a particular role

Soccer momSoccer mom

Company presidentCompany president

JudgeJudge

Car salespersonCar salesperson Adverti in creativeAdverti in creative


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Family and Household Influences onFamily and Household Influences on

Consumer BehaviorConsumer Behavior

Influence on consumers purchasing behaviorInfluence on consumers purchasing behavior

Decision makers and influencers ofdecisions:Decision makers and influencers ofdecisions:

HusbandHusband

WifeWife

ChildrenChildren

Cleaning personnelCleaning personnel

GuestsGuests

RoommatesRoommates

Parents and grandparents (decisionParents and grandparents (decision

makers) respond to childrens influencemakers) respond to childrens influence

in deciding which toys to purchase.in deciding which toys to purchase.


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Reference Groups and Opinion LeadersReference Groups and Opinion Leaders

Reference groups*:Reference groups*: Any group that positively orAny group that positively ornegatively affects a persons values, attitudes ornegatively affects a persons values, attitudes or

behaviorbehavior

Associate reference groupsAssociate reference groups::

-- Groups an individual belongs toGroups an individual belongs totthe individualhe individualadopts certain behavior patterns of these groups.adopts certain behavior patterns of these groups.

Dissociative reference groupsDissociative reference groups::

-- Groups people do not want to associate withGroups people do not want to associate with

Aspirational reference groupsAspirational reference groups::-- Groups an individual aspires to join or associate withGroups an individual aspires to join or associate with

Opinion Leaders*:Opinion Leaders*: A reference group member whoA reference group member whoprovides information about a specific sphere thatprovides information about a specific sphere that

interests reference group participants.interests reference group participants.


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OccasionOccasion

TimeTime

ImportanceImportance

Available FundsAvailable Funds

Marketing MixMarketing Mix

Etc.Etc.

Situational Influences onSituational Influences on

Consumer Behavior*Consumer Behavior*

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Gud PPt CB(Intro + Desision Process

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