SM 809046-2015-Handout

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SM 80.9046 Consumer Behaviour 1

SM 80.9046: Consumer Behaviour

Assoc. Prof. Dr. Kritsadarat

attanasu!an

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SM 80.9046 Consumer Behaviour "

What is ConsumerBehaviour?

Individuals or groups

a!uiring" using" and disposing o# produts" servies" ideas or e$perienes.

%lso inludes a!uisitionand use o# in#ormation.

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SM 80.9046 Consumer Behaviour #

Consumer Behaviour:&W'(

What a

mar)eter needto )no* a+outhis,her onsum

ers. Is this enough?

Who What

Wh- When

Where (o*

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Consumption/atterns o# Movement

Acquisition

Disposal

Consumption

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SM 80.9046 Consumer Behaviour $

he omain o# ConsumerBehaviour

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he Cirle o# Consumption

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he 1ull Cirle inImportant

Something ma- +e

purhased as a momento" +ut end up as a olleti+le *hih is then sold #or pro2t.

he lin)s +et*een all thephases are important.

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Consumer Behaviour3 Mar)eting

nderstanding Consumer

Behaviour is the o# Mar)eting STP as a Starting /oint o# the

5alue eliver- /roess in Mar)eting

Consumer as the o# the 4 /s

4 /s and 4 Cs

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ConsumerInsights

MarketingStrategy

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ou Can’t /ut

Consumers in a Bo$7no*ing stereot-pes

might not +e suient /eople are not ating their

age /eople are not ating their

lass /eople are not ating theirSM 80.9046 10Consumer Behaviour

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Consumer Behaviour is

Marketing

strategy

Consumer

Behaviour

Personal

Characteristics

Product

Characteristics

Consumption

Situation

Product—Person—Situation Specific!

ll d l # C

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verall Model o# ConsumerBehaviour

Experiences and Acquisition


Needs

esires

S!"#A"!$NS

Pro%lem

&ecognition

!n'ormation

Search

Alternative Evaluation

and Selection

$utlet Selection

and Purchases

Postpurchase

Processes

S!"#A"!$NS

S$C!$(C#)"#&A)!N*)#ENCESCulture

Su%culture

emographics

Social Status

&e'erence +roups

*amily

Marketing Activities

PS,C-$)$+!CA) !N*)#ENCES

Perception

)earningMemory

Motives

Personality

Emotions

Attitudes

SE)*(C$NCEP"

and

)!*ES",)E

Adapted 'rom “Consumer Behavior: Building Marketing Strategy” byHawkins, Best and Coney

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%nd.

his ourse shall

also em+rae somene* vie*s and alte

rnative theories.

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;ast <eminders:

nderstanding Consumer

Behaviour is the o# Mar)eting

Mastering Consumer Behaviour isthe to Mar)eting Suess

Consumer Behaviour is . %n =ndeavour toConsumer

Behaviour is Best through an %ttempt to <e>et on ur *n Behavi

our.

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SM 80.9046 Consumer Behaviour 1$

Session : ;etureutline

Consumers %s Individual

/ereption

ll M d l # C

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Needs

esires

S!"#A"!$NS

Pro%lem

&ecognition

!n'ormation

Search


and Selection

$utlet Selection

and Purchases

Postpurchase

Processes

S!"#A"!$NS

S$C!$(C#)"#&A) !N*)#ENCES

Culture

Su%culture

emographics

Social Status

&e'erence +roups

*amilyMarketing Activities


Perception

)earningMemory

Motives

Personality

Emotions

Attitudes

SE)*(C$NCEP"

and

)!*ES",)E

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SM 80.9046 Consumer Behaviour 1%

/ereption

he proess +- *hih an

individual selets"organises" and interprets stimuli into a meaning#ul and oherent pitureo# the *orld.

/ereption vs.Sensation

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Sensation <e#ers to the immediate response o# our

sensor- reeptors @e-es" ears" nose" mouth" s)inA to suh +asi stimuli as light" olor"and sound.

/ereption seleted" organised" and interpreted. /eople proess a small amount o#

in#ormation @stimuliA. %n even small amount is attended to and

given meaning.

erep on vs.Sensation

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/ereption

he proess +- *hih an

individual selets"organises" and interprets stimuli into a meaning#ul and oherent pitureo# the *orld.

/ereption vs.Sensation

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SM 80.9046 Consumer Behaviour "0

Sensation <e#ers to the immediate response o# our

sensor- reeptors @e-es" ears" nose" mouth" s)inA to suh +asi stimuli as light" olor"and sound.

/ereption seleted" organised" and interpreted. /eople proess a small amount o#

in#ormation @stimuliA. %n even small amount is attended to and

given meaning.

erep on vs.Sensation

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V i s i o n V i s i o n

S m e l l S m e l l

S o u n d S o u n d

T o u c h T o u c h

T a s t e T a s t e

Sensory

System

N o s e N o s e

S k i n S k i n

SM 80.9046 "1Consumer Behaviour

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ExposureExposure AttentionAttention InterpretationInterpretation

ResponseResponse

PerceptionPerception

S T I M U L

I o r S E N S O R Y I N P U T S

SensationSensation

M e a n i n g

M e

a n i n g

/ereption /roess

SM 80.9046 ""Consumer Behaviour

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#or Consumer eision

Ma)ing

#or Consumer eision

Ma)ing ExposureRandom Deliberate

AttentionLow- Hih-

in!ol!ement in!ol!ement

"nterpretationLow- Hih-


Short-term #emor$ Lon-term

Acti!e problem Stored experiences%sol!in !alues% decisions%

rules% &eelins

'urchase and (onsumption Decisions

' e r c

e p t i o n

SM 80.9046 "#Consumer Behaviour

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=$posure

%%%%%%

%%%%

egree to*hih people

notie a stimulus that is *ithin range o# thei

r sensor- reeptors.

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SM 80.9046 Consumer Behaviour "$

%ttention

<e#ers to the

e$tent to*hihproessing a

tivit- is devoted to a partiular stimulus.

Consumerso#ten suerSensor-

verload" e$posure to #ar more in#ormation thanthe- are apa+le

o# or *illing to proess.

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<e#ers tothemeaning

that *eassign to sensor- stimul

i.

Consumers assign

meaning to stimuli +ased on Shema" or set o# +elie#s" to *hihthe stimuli is assigned. he shema *ill de

termine *hat riteria*ill +e used to evaluate the mar)eting mi$and ativities.

Interpretation

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SM 80.9046 Consumer Behaviour "%

=lements o# /ereption

Sensation

he a+solute hreshold he dierential hreshold Su+liminal /ereption

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Absolute Threshold refers to the minimum

(maximum?) amount of

stimulation that can be

detected on a sensorychannel.

Absolute Threshold

refers to the minimum

(maximum?) amount of

stimulation that can be

detected on a sensorychannel.

Differential Threshold

refers to the ability of a

sensory system to detect

changes or differences

between two stimuli.

• Just Noticeable

Difference (j.n.d.)

• eber ’ s !aw

Differential Threshold

refers to the ability of a

sensory system to detectchanges or differences

between two stimuli.

• Just Noticeable

Difference (j.n.d.)

• eber ’ s !aw

Range of Intensity of a Stimulus That

Consumers are Capable of Perceiving:

Sensor- hreshold:

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We+er’s ;a*

A theory concerning the perceived

di''erentiation %et/een similar stimuli o' varying intensities 0i1e12 the st

ronger the initial stimulus2 the grea

ter the additional intensity needed '

or the second stimulus to %e perceiv

ed as di''erent31

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SM 80.9046 Consumer Behaviour #0

Su+liminal /ereption

Perception o' very /eak or

rapid stimuli received %elo/ t

he level o' conscious a/arene

ss1

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Conepts ConerningSeletive /ereption

Seletive =$posure Seletive %ttention /ereptual e#ense /ereptual Blo)ing

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SM 80.9046 Consumer Behaviour #"

Seletive /ereption

Consumers: Conentrate on some

stimuli"

%re una*are o# others"

=ven go out o# their *a-to ignore some messages.

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eterminants o#/ereption

eterminants o#/ereption

!ndividual

Characteristics

PerceptionStimulus

Characteristics

Situational

Characteristics

SM 80.9046 ##Consumer Behaviour

Stimulus

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StimulusCharateristis

Sie Intensit- Colour Movement /osition Isolation

1ormat Contrast Duantit- Eovelt-

%daptation ;evelheor-ver time" *e adFust to

the level and t-pe o# stimuli to *hih *e are austomed. hus" an advertisement that stands out *he

n ne* *ill eventuall- loseits ontrast eet and itsa+ilit- to apture or hold attention.

SM 80.9046 #4Consumer Behaviour

I di id l

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SM 80.9046 Consumer Behaviour #$

IndividualCharateristis

Interest 3 Involvement %+ilit- to %ttend to In#ormation %ttitudes to*ard Stimuli =$periene ;earning 3

=$petations /ereptual 5igilane /ereptual e#ense %daptation

Situational

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SituationalCharateristis

Conte$t o# the Situation ime /ressure Cro*ded Spae Situational Involvement

et.

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SM 80.9046 Consumer Behaviour #%

istorting In>uenes

/h-sial %ppearanes

Stereot-pes Irrelevant Cues 1irst Impressions

Gumping to Conlusions (alo =et

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/ereption 3Mar)eting Strateg-

(o* an *e appl- our)no*ledge o#pereption in our mar)eting strateg-?

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/ereption and /rodut

/ereptual Mapping 3 /ositioning

Stimuli Cues 3 /rodutCharateristis

Brand Eame and ;ogo

evelopment /a)age 3 ;a+el esign et.

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/ereption and /rie

/rie 3 Dualit- Competitive /rie /rie Changes /rie <e#erene

et. Was B199

Now B99!

Sale!

2 0 % t o

7 0 % O f

f !

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/ereption and /lae

Channel 3 utlet Seletion /ointHo#Hpurhase ispla- Store ;a-out 3 Interior

esign

Shel# /osition InHstore /romotion et.

/ereption and

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SM 80.9046 Consumer Behaviour 4"

/ereption and/romotion

%dvertising esign Media

Creative Sales /romotion Campaign /< Campaign

Salespeople Charateristis ni#orm

et.

i

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SM 80.9046 Consumer Behaviour 4#



;earning Memor-

verall Model o# Consumer

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Needs

esires

S!"#A"!$NS

Pro%lem

&ecognition

!n'ormation

Search


and Selection

$utlet Selection

and Purchases

Postpurchase

Processes

S!"#A"!$NS

S$C!$(C#)"#&A)!N*)#ENCES

Culture

Su%culture

emographics

Social Status

&e'erence +roups

*amilyMarketing Activities


Perception

)earningMemory

Motives

Personality

Emotions

Attitudes

SE)*(C$NCEP"

and

)!*ES",)E

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;earning Is a 7e- toConsumer Behaviour

;earning Is a 7e- toConsumer BehaviourCulture

Su%cultures

Social class

*amily

*riends

!nstitutions

Personalexperiences

Advertising

Mass media

)earning

4alues

Attitudes

"astes

Pre'erences

Skills

*eelings

Products5%rand

'eatures

Sym%olic meanings

%ehaviours

Purchase

and #se

Behaviour

SM 80.9046 4$Consumer Behaviour

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;earning: e2nition

A process %y /hich individualsacquire the purchase and consum

ption kno/ledge and experience t

hat they apply to 'uture related %ehaviour1

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StimulusStimulus ( o n s u m e r ( o n s u m e r

ResponseResponse

Consumer’s Black Box

Consumer ;earning

SM 80.9046 4%Consumer Behaviour

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*o %pproahes tonderstand ;earning

Behavioural theories

emphasise response to e$ternal events @onditionsA Cognitive theories

emphasise in#ormation proessing not either / or" +ut

omplimentar-

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Behavioural ;earning

heories Classial Conditioning

onditioned stimulus evo)es

response

Instrumental @perantAConditioning responses that are re*arded

are repeated

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SM 80.9046 Consumer Behaviour $0

Classial Conditioning

A %ehavioural learning theory

according to /hich a stimulus ispaired /ith another stimulus that

elicits a kno/n response that serv

es to produce the same response/hen used alone1

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Classial Conditioning

Shemati /resentation o#Classial Conditioning

(onditionedStimulus )(S*

+nconditioned

Stimulus )+S*

+nconditioned

Response )+R*

Elicits

C o m e s t o E l i c i t

SM 80.9046 $1Consumer Behaviour

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An Analoous #odel o&

(lassical (onditionin

#nconditioned Stimulus

Dinner aroma

Conditioned Stimulus

6 O’clock news

#nconditioned &esponse

Salivation

Conditioned Stimulus

6 O’clock news

Conditioned &esponse

Salivation

A*"E& &EPEA"E PA!&!N+S

SM 80.9046 $"Consumer Behaviour

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SM 80.9046 Consumer Behaviour $#

Consumer ;earning throughClassial Conditioning

Consumer ;earning throughClassial Conditioning

CS0Soda Pop3

#C&

0Positive Emotion3

#CS

0Popular Music3

C& 0Positive Emotion3

I t t l

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Instrumental@perantA Conditioning

A %ehavioural theory o' learning%ased on a trial(and(error process2/ith ha%its 'orced as the result o' positive experiences 0rein'orcement3 resulting 'rom certain responses or%ehaviours1

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SM 80.9046 Consumer Behaviour $$

<ein#orement

A positive or negative outcome

that in'luences the likelihood that a speci'ic %ehaviour /ill %e repeated in the 'uture in response

to a particular cue or stimulus1

; i / i i l

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;earning /riniples:Instrumental Conditioning

/ositive <ein#orement %n induement to repeat a

+ehaviour to reeive a re*ard. Eegative <ein#orement

%n induement to repeat a+ehaviour to remove an adverse s

ituation. /unishment

%n aversive onse!uene thatdereases the li)elihood a partiu

lar response *ill reur.

A # d l &

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SM 80.9046 Consumer Behaviour $%

A #odel o&

"nstrumental (onditionin

Stimulus

Situation 0Need good(

looking 6eans3

"ry

Brand

"ry

Brand C

"ry

Brand B

"ry

Brand A#nre/arded

Legs too tight

#nre/arded

Tight in seat

#nre/arded

Baggy in seat

&e/ard

Perfect fit

&epeat %ehaviour

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Consumer ;earning +-Instrumental Conditioning

Consumer ;earning +-Instrumental Conditioning

!ncreases pro%a%ility

o' response to stimulus

Stimulus

0ove Sample3

esired response

0Consumption3

&ein'orcement

0So'ter Skin3

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he /roess o# Shaping in/urhase Behaviour

he /roess o# Shaping in/urhase Behaviour

Consume a 'ree sample o' 7ove8 that /as

distri%uted in 'ront o' the university

Purchase a second package using the

discount coupon that accompanied the 'ree

sample

&epurchase the product at 'ull price

Cognitive ;earning

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Cognitive ;earningheor-

A theory o' learning %ased on

mental in'ormationprocessing2 o'ten in response

to pro%lem solving1

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Cognitive ;earning

storage" organisation" andretrieval o# in#ormation

longHterm memor- andassoiative net*or)s

)no*ledge retrieval #amiliarit-" relevane" #orm o#

in#ormation" and repetition inrease a+ilit- to retrieve

Cognitive ;earning

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Cognitive ;earningheories

Ioni <ote

5iarious or Modelling <easoning or %nalog-

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Ioni <ote ;earning

SM 80.9046 6#Consumer Behaviour

<ange o#

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<ange o#;earning Situations

;o*Hinvolvement ;earning Case *here *e are less

motivated to attend to or proess materialto +e learned.

(ighHinvolvement ;earning Case *here *e are

motivated to proessin#ormation to +e learned.

;earning heories in (igh;earning heories in (ighH

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;earning heories in (ighHand

;o*H Involvement Situations

;earning heories in (ighHand

;o*H Involvement Situations

-igh(

involvemen

t learning

situation

Classical

!conic &ote

4icarious5Modeling

&easoning

$perant ConditioningConditioning

CognitiveCognitive

)o/(

involvement

learning

situation

Commonly UsedOccasionally Used


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Consumers and

;earning <e*ards inrease learning

onsumers *ill +u- things #or

*hih the-’re re*arded pleasures and the dar) side

<epetition inreases learning +om+ard onsumers *ith

mar)eting ommuniations Samplings and rials inrease

learning

C d

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Consumers and;earning Stimulus Jeneralisation:

generalisation o# similar stimuli through signs and s-m+ols Brand =$tensions /rivate Brands 5S. Mar)et ;eaders Imitations

Stimulus isrimination: disrimination +et*een dissimilar stimuli /rodut ierentiation

Stimulus

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StimulusDiscrimination

/rodut ierentiation


;earning Memor- and

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;earning" Memor- andIn#ormation /roessing

(o* Consumers Store"<etain and <etrieve In#ormation

# C i i

# C i i

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#or Consumer eision

Ma)ing

#or Consumer eisionMa)ing

ExposureRandom Deliberate

AttentionLow- Hih-


"nterpretationLow- Hih-


Short-term #emor$ Lon-term

Acti!e problem Stored experiences%sol!in !alues% decisions%rules% &eelins

'urchase and (onsumption Decisions

' e r c e p t i o n

L e

a r n i n

g

SM 80.9046 %0Consumer Behaviour

he Struture o# Memor-

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SM 80.9046 Consumer Behaviour %1

e S u u e o e o -Memor- onsists o# three storages-stems:

Sensor- Memor-: % storage s-stem*here inoming data undergo preliminar-proessing.

ShortHterm Memor-: % storage s-stemthat momentaril- holds a!uired in#ormation. I# in#ormation is signi2ant" it ma-

undergo: <ehearsal =noding

;ongHterm Memor-: %n in#ormation*arehouse *here data are organised and e$tendedl- stored.

he Memor- /roess

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"nput )Learnin*"nput )Learnin*

Encodin"n&ormation is

'laced in #emor$


'laced in #emor$

Storae"n&ormation

is Retained in #emor$

Storae"n&ormation


Retrie!al"n&ormation Stored

in #emor$ is ,ound as Needed



-

SM 80.9046 %"Consumer Behaviour

=noding In#ormation

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S e n s o r $ # e a n i n

S e m a n t i c # e a n i n

E p i s o d i c # e m o r i e s

, l a s h b u l b # e m o r i e s

(olor or Shape

S$mbolic Associations

E!ents That are 'ersonall$

Rele!ant

Especiall$ Vi!id Association

=noding In#ormation#or ;ater <etrieval

SM 80.9046 %#Consumer Behaviour

he Memor- /roess

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'laced in #emor$


'laced in #emor$

Storae"n&ormation


Storae"n&ormation






-


Storing In#ormation in

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Acti"ation #odels of #emory Short-Term and Lon-Term #emor$ are

"nterdependent

Acti"ation #odels of #emory Short-Term and Lon-Term #emor$ are

"nterdependent

Associati"e Networ$s"ncomin "n&ormation is .ranised b$

Relationships and Stored in /nowlede Structures

Associati"e Networ$s"ncomin "n&ormation is .ranised b$Relationships and Stored in /nowlede Structures

%&reading Acti"ationAllows (onsumers to Shi&t 0ack and ,orth0etween Le!els o& #eanin such as 0rands

%&reading Acti"ationAllows (onsumers to Shi&t 0ack and ,orth

0etween Le!els o& #eanin such as 0rands

!e"els of 'nowledge/nowlede is (oded to 'roduce #eanin

(oncepts% then 'ropositions% then Schemas

!e"els of 'nowledge/nowlede is (oded to 'roduce #eanin

(oncepts% then 'ropositions% then Schemas

gMemor-

SM 80.9046 %$Consumer Behaviour

he Memor- /roess

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'laced in #emor$


'laced in #emor$

Storae"n&ormation


Storae"n&ormation






-


In#ormation <etrieval

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SM 80.9046 Consumer Behaviour %%

In#ormation <etrieval"=$tintion 3 1orgetting

In#ormation <etrieval: Si#ting throughmemor- to ativate stored in#ormation.

1orgetting: When )no*ledge reedes intothe mind’s unonsious reesses andannot +e realled.

<etroative Inter#erene: When reent

learning inter#eres *ith reall o# previouslearning. /roative Inter#erene: When prior

learning inter#eres *ith reall o# reent learning.

"n&ormation 'rocessin

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"n&ormation 'rocessin

and #emor$ Stores Re!isited

Sensory

Store

9orking

Memory

0Short(term

Store3

)ong(

termStore

Sensory

!nput &ehearsal Encoding &etrieval

*orgotten:

lost

*orgotten:

lost

*orgotten:

unavaila%le


Session 4: ;eture

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SM 80.9046 Consumer Behaviour %9

Session 4: ;etureutline


Motivation Involvement =motion


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Behaviour



Needs

esires

S!"#A"!$NS

Pro%lem

&ecognition

!n'ormation

Search


and Selection

$utlet Selection

and Purchases

Postpurchase

Processes

S!"#A"!$NS


Culture

Su%culture

emographics

Social Status

&e'erence +roups

*amily



Perception

)earning

Memory

Motives

Personality

Emotions

Attitudes

SE)*(C$NCEP"

and

)!*ES",)E

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What Is Motivation?

% state in *hih +odil- energ- ismo+ilised and direted in a

seletive #ashion to*ard desira+le goals.

*o onditions #or

a motivated state: %rousal iretion

Motivation re#ers to theh l +

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proesses that ause people to +ehave as the- do.

ne a need is aroused" a state o#tension e$ists that drives the onsumer to attempt to redue or eliminate the need.

Eeeds an +e:

tilitarian: a desire to ahieve

some #untional or pratial+ene2t.

(edoni: an e$periential need"involving emotional responses or #a

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Motivation Model


+nsatis&ied

Need"ension Motive Behavi

our

1oal

Achie!ed

Tension

Reduced

Stimuli

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=lements o# Motivation

1our elements o# motivation: Eeeds: Internal #ores that prompt

+ehaviour to*ard goalHoriented

+ehaviour. Motives: % state o# tension that

pushes the individual to at.

Joals: he sought a#ter o+Fetiveo# motivation. esires: /assions that involve

longing and *ishing #or something.

Classi#-ing

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Classi#-ingConsumer Motivations

Consious 5s. nonsious

(igh 5s. ;o* rgen- /ositive 5s. Eegative /olarit- Intrinsi 5s. =$trinsi

<ational 5s. =motional

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heories o# Motivation

Instint heories: Suggest that +ehaviour isinnate

rive heories: Suggest that +ehaviour

re>ets one’s eort to restore ph-sial or ps-hologial e!uili+rium

=$petan- heories: Suggest that+ehaviour ma- +e aording to our e$petation to*ard the +ehaviour

%rousal heories: Suggest that *e o#ten see)stimulation and displa- arousalHsee)ing +ehaviour

Cognitive heories: Suggest that +ehaviouris a rational at underta)en +- intelligent" in#ormationHproessing individual

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Motivation Model


+nsatis&ied

Need"ension Motive Behavi

our

1oal

Achie!ed

Tension

Reduced

Stimuli

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Eeed heories

Maslo*’s (ierarh- o# Eeeds Basi needs are ran)ed in a hierarh-. (igherHorder needs arise and motivate us

onl- a#ter lo*erHorder needs are satis2ed. Soial Motivation heories

Murra-’s instrumental motives @suh asharm avoidaneA.

MClelland’s trio o# needs @po*er" aliation"and ahievementA.

MJuire’s internal @nonsoialA and e$ternal@soialA needs.

Maslow’s ierarchy o! "eeds

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'h$sioloical

Sa&et$

Social

Esteem

SelfActualisation

Maslow s ierarchy o! "eeds

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Eeed heories

Maslo*’s (ierarh- o# Eeeds Basi needs are ran)ed in a hierarh-. (igherHorder needs arise and motivate us

onl- a#ter lo*erHorder needs are satis2ed. Soial Motivation heories

Murra-’s instrumental motives @suh asharm avoidaneA.

MClelland’s trio o# needs @po*er" aliation"and ahievementA.

MJuire’s internal @nonsoialA and e$ternal@soialA needs.

MJuire’s /s-hologial

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- gMotives

Eeed #or Consisten- Eeed #or Eovelt-

Eeed #or Independene Eeed #or Modeling Eeed #or Sel#H=$pression Eeed #or =goHe#ense Eeed #or <ein#orement

ension =limination

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T e n s i o n T e n s i o n

D r i ! e S t r e n t h D r i ! e S t r e n t h

D r i ! e D i r e c t i o n D r i ! e D i r e c t i o n

0 e h a ! i o u r 0 e h a ! i o u r

2 a n t 2 a n t

1 o a l 1 o a l

SM 80.9046 9"Consumer Behaviour

Moti#ational Strength

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The Degree to Which a Person is Willing to ExpendEnergy to Reach One Goal as Opposed to Another.

Expectanc$ Theor$Expectanc$ Theor$ Dri!e Theor$ Dri!e Theor$

0ioloical Vs Learned Needs0ioloical Vs Learned Needs

Focuses on BiologicalNeeds that ProduceUnpleasant States ofArousal, i.e. Hunger.

Homeostasis: BehaviorWhich Tries to Reduce orEliminate This UnpleasantState and Return toBalance.

Behaviour is LargelyPulled byExpectations of

Achieving DesirableOutcomes - PositiveIncentives - RatherThan Pushed FromWithin.

g

Motivation:

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Soiall-Honstruted?

(uman motivation he interation +et*een events and

things in the soial *orld andinterpretations o# those events and things in people’s minds.

Consumers’ pereptions o# soialand ultural situations shapetheir desires and goals #or ation.

Latent and Mani!est Moti#es

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A large car is more

com'orta%le

!t’s a high(quality car that

per'orms /ell

A num%er o' my 'riends

drive a BM9

!t /ill demonstrate that

!’m success'ul

!t’s a po/er'ul2 sexy car

and it /ill help make mepo/er'ul and sexy

Purchase a

BM9

"he linkage %et/een %ehaviour and motives that are kno/n and 'reely admitted

"he linkage %et/een %ehaviour and motives that are either unkno/n or are such that the

consumer is reluctant to admit or reveal them

Latent and Mani!est Moti#esIn a $urchase Situation


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Motivational Con>it Situations *here multiple ontraditor-

needs simultaneousl- at upon an individual.

;e*in’s t-pes o# motivational on>it:

Approach-A!oidance

Approach-Approach

A!oidance-A!oidance

"ncur

a huemortae

Surrender $our

dri!er ’s license

&or speedin

0u$ a new house

1o on an

extended !acation0u$ a new car

'a$ 0 344

to keep

$our license

Consumer

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"n!ol!ement

The #oti!ation to 'rocess "n&ormation

"n!ol!ement

The #oti!ation to 'rocess "n&ormation

"n!ol!ement

The Le!el o& 'ercei!ed 'ersonal "mportanceand5or "nterest E!oked b$ a Stimulus

"n!ol!ementThe Le!el o& 'ercei!ed 'ersonal "mportance

and5or "nterest E!oked b$ a Stimulus

Levels of Involvement

Simple Processing Elaboration

In#ol#ement


C I l t

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Consumer Involvement

Cognitive involvement involvement that inludes heightened thin)ing and

proessing o# in#ormation a+out the goal o+Fet.

%etive involvement involvement that inludes heightened #eelings andemotional energ-.

=nduring involvement represents the longHterm interest that a onsumer

has in a produt lass.

Situational involvement temporar- interest in a purhase or onsumption

proess.

%he Many &aces o!

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'roductRelated to a (onsumer ’s

Le!el o& "nterest ina 'articular

'roduct

'roductRelated to a (onsumer ’s

Le!el o& "nterest ina 'articular

'roduct

#essae-ResponseRe&ers to a (onsumer ’s"nterest in 'rocessin

#arketin(ommunications

#essae-ResponseRe&ers to a (onsumer ’s"nterest in 'rocessin

#arketin

(ommunications

Eo-"n!ol!ementRe&ers to the "mportance

o& a 'roduct to a(onsumer ’s

Sel&-(oncept

Eo-"n!ol!ementRe&ers to the "mportance

o& a 'roduct to a(onsumer ’s

Sel&-(oncept

%he Many &aces o!In#ol#ement

SM 80.9046 99Consumer Behaviour

ar e ng mp a ons oierent ;evels o# Involvem

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ierent ;evels o# Involvement

(ighHInvolvement /urhase andConsumption Comple$ purhase proess +- highl- involved

onsumers %ttention is inreased and more importane is

attahed to the stimulus o+Fet.

;o*HInvolvement /urhase and

Consumption Minimal deision ma)ing #or lo*Hinvolvement

produts %ttention is lo* and less importane is attahed

to the stimulus o+Fet

Strategies to Increase In#ol#emen

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+se 'rominentStimuli

+se 'rominentStimuli

0uild a 0ond

2ith the(onsumer

0uild a 0ond

2ith the(onsumer

+se No!elStimuli

+se No!elStimuli

Appeal toHedonic Needs

Appeal toHedonic Needs

"ncreasin

(onsumers’ Attention"nclude(elebrit$

Endorsers


;o*HInvolvement

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;o* InvolvementMar)eting Strategies

Strategies that inrease onsumers’ involvement *ith a produt or +rand over a short period or #or longer period

se reative mar)eting strategies" suh aseetive advertising or produt usage ampaigns ;in) lo*Hinvolvement produts *ith highH

involvement issues %dapt the advertising medium to the produt

ategor-. /romote the produt in a highHinvolvement

medium @e.g." the We+A instead o# a lo*Hinvolvement medium @e.g." radioA

se e$tensive distri+ution net*or)s" lever inH

store displa-s.

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=motions

=motions: 1eeling states suh as Fo-" love" sorro*" #ear" and anger.

Signi2ane to onsumer+ehavior: % produt’s emotional value

represents

a maFor part o# the appealin produt a!uisition. Stirring onsumers’ emotions

is a po*er#ul promotional

strateg-.

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Eature o# =motionsEature o# =motions

!nterpreted

as emotions

%ased on

situation

Physiological

changes

"houghts

Behaviours

A''ect

Speci'ic

'eelings

Mental

imagery

Environmentalevent

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=motion 5ersus Mood

Mood: % temporar- #eeling state or#rame o# mind as in +eing in a good or+ad mood.

Signi2ane to onsumer+ehaviour: Mood in>uenes *hether or not *e

shop Mood in>uenes the *a-

*e respond to shoppingenvironments and ues.

Mood in>uenes

=motionH<elated

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Conepts

Bonding Involve onneting the onsumer

and the produt through an emotional tie.

Consider the onnetion:Individuals" red roses" and love.

=$pression o# =motions Bodil- and #aial e$pressions serve

as soial signals o# a person’s

emotions.

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Consum r

Fun

&

Fantasi s

Session &: ;eture

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utline


%ttitudes %ttitude Change


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Needs

esires

S!"#A"!$NS

Pro%lem

&ecognition

!n'ormation

Search


and Selection

$utlet Selection

and Purchases

Postpurchase

Processes

S!"#A"!$NS


Su%culture

emographics

Social Status

&e'erence +roups

*amily



Perception

)earning

MemoryMotives

Personality

Emotions

Attitudes

SE)*(C$NCEP"

and

)!*ES",)E

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vervie*

Consumers ma)e hoies ever-da-.

Some +rand hoies onsumers

ma)e are relativel- simpleK in other situations" onsumers ma)e +rand hoies that re!uire e$tensive in#ormation searh and diult hoies.

%ttitudes are )e- internal #atorsthat shape individual onsumer

hoies.

Consumer %ttitudes and

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%ttitude Models

%ttitude a *a- to summarise onsumers

thoughts" #eelings" and ations.

%ttitude models provide a desription o# ho*

onsumer in#ormationproessing" inluding ognitionsand emotions" in>uene onsumer hoie proesses.

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What %re %ttitudes?

;earned predispositions torespond in a onsistent

manner to a given o+Fet his de2nition revealsthat attitudes are: ;earned Consistent <esponsive

%ttit d C t

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%ttitude Components

Cognition the +elie#s a onsumer has a+out an

attitude o+Fet

%et the *a- a onsumer #eels a+out an

attitude o+Fet

Behaviour the person’s intentions to do something

*ith regard to an attitude o+Fet

%ttitude Components and%ttitude Components and

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%ttitude Components andMani#estations

%ttitude Components andMani#estations

Stimuli;Products2

situations2

retail outlets2

sales personnel2

advertisements

and other

attitude o%6ects

$verall

orientation

to/ard

o%6ect

Behavioural

CognitiveBelie's a%out speci'ic

attri%utes or overall o%6ect

Behavioural intentions /ith

respect to speci'ic attri%utes

or overall o%6ect

A''ectiveEmotions or 'eelings a%out

speci'ic attri%utes or

overall o%6ect

!nitiator Component Component Mani'estation

Attitude

i i # %ttit d

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imensions o# %ttitudes

5alene: %n attration orrepulsion #elt to*ard anattitude o+Fet.

Intensit-: he magnitudeo# one’s #eelings to*ard anattitude o+Fet.

Centralit-: Closeness o#the attitude to one’s ore values and +elie#s.

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Soures o# %ttitudes

/ersonal =$periene *ith

+Fets Soial Interation =$posure to Mass Media

he 1untions o#

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%ttitudes

tilitarian 1untion =goHde#ensive 1untion 5alueHe$pressive 1untion 7no*ledge 1untion SoialHadFustment 1untion

&unctional theory o! attitudes < helpconsumers cope with theirenvironments.

Basi %ttitude

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/erspetives

he raditionalModel

he MultiHattri+utemodel he heor- o#

<easoned %tion heories o# Joal

/ursuit and r-ing

he raditional Model

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o# %ttitudes

(oniti!e (omponent2hat we think we know

about an attitude ob6ect

A&&ecti!e

(omponent

.ur positi!eor neati!e

reaction to

an attitude ob6ect

(oniti!e

(omponent

A&&ecti!e

(omponent

beha!ioural

(omponent

0eha!ioural

(omponent.ur action

tendenc$toward

an attitude

ob6ect

Leads to

Leads to

B t

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SM 80.9046 Consumer Behaviour 1"0

But...

Can ognition lead to aetionthen +ehaviour?

Can aetion lead to ognitionthen +ehaviour? Can +ehaviour lead to

ognition then aetion? Can +ehaviour lead to aetion

then ognition?

he MultiH%ttri+uted l # i d

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Model o# %ttitudes

%n attitude o+Fet an have anum+er o# attri+utes that dier

in importane to the same person.

%ttitude is a #untion o#

%ttitudes on eah attri+ute Importane o# eah attri+ute

he heor- o#d i

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SM 80.9046 Consumer Behaviour 1""

<easoned %tion

Behaviour is determined +- aperson’s intention to +ehave.

%ording to this vie*"+ehaviour is in>uened +- t*o # ators: %ttitudeHto*ardHtheH

+ehaviour: ne’s overall appraisalo# an at.

Su+Fetive Eorms: ne’s +elie#sregarding signi2ant others’

A Simpli&ied Version o& the

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SM 80.9046 Consumer Behaviour 1"#

Theor$ o& Reasoned Action

Belie's that

the %ehaviour

leads to

certain

outcomes

Belie's that

the %ehaviour

leads to

certainoutcomes

Evaluation o'

the outcomes

Evaluation o'

the outcomes

Belie's that

speci'ic

re'erents

think ! should

or should not

per'orm the

%ehaviour

Belie's that

speci'ic

re'erents

think ! should

or should notper'orm the

%ehaviour

Motivation to

comply /ith

the speci'icre'erents

Motivation to

comply /ith

the speci'icre'erents

Su%6ective

norm

Su%6ective

normAttitude to/ard

the %ehaviour

Attitude to/ard

the %ehaviour

!ntention!ntention

BehaviourBehaviour

heories o#

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Joal /ursuit and r-ing

nertaint- o# goal ahievementredues +ehaviour to a mere tr-ing to ahieve a goal.

r-ing is in>uened +-: %ttitudes to*ard the onse!uenes

o# sueeding to ahieve.

%ttitudes to*ard the onse!ueneso# #ailing to ahieve. %ttitudes to*ard the proess o#

goal ahievement.

Issues in %ttitude1ormation

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SM 80.9046 Consumer Behaviour 1"$

1ormation

(o* attitudes are

learned Soures o# in>uene

on attitude #ormation

/ersonalit- #ators

Cognition A f f e c

t

At t i t u d e

%ttitudeChange

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Change

Changing the Basi Motivational1untion

%ssoiating the /rodut With aSpeial Jroup" =vent"or Cause

<esolving *o Con>iting%ttitudes

%ltering Components o# theMultiHattri+ute Model

Changing Belie#s %+out

Competitors’ Brands

%ttitude Change Strateg-%ttitude Change Strateg-

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SM 80.9046 Consumer Behaviour 1"%

g g-1ousing on Cognitions

g g-1ousing on Cognitions

#arketin

Stimuli

ad!ertisin

packae

.!erall

Attitude

(hane0eha!iour

)purchase*

"ncreased

a&&ect)likin*

(onitions

)belie&s*

"ncreased

a&&ect

)likin*

0eha!iour)purchase*

%ttitude ChangeStrateg-%ttitude ChangeStrateg-

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Strateg-

1ousing on %et

Strateg-

1ousing on %et

Marketing

Stimuli

$verall

Attitude

Change

Behaviour0purchase3

!ncreased

Positive

Belie's!ncreaseda''ective

response

0liking3

to/ard

product

!ncreasedPositive

Belie's

Behaviour

0purchase3

Mathing =ndorser *ith/rodut and arget

Mathing =ndorser *ith/rodut and arget

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/rodut and arget

%udiene

/rodut and arget

%udiene"arget AudienceActual or !deal

Sel'(concept

!mage o' the

Product

!mage o' the

Endorser

%ttitude Change Strateg-%ttitude Change Strateg-

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SM 80.9046 Consumer Behaviour 1#0

g g-1ousing on Behaviour

g g-1ousing on Behaviour

MarketingStimuli

*ree

Sample

$verall

Attitude

Change!ncreased

PositiveBelie's

!ncreased

A''ectBehaviour

Purchase

Consumption!ncreased

A''ect0liking3

!ncreased

PositiveBelie's

%pproahes to %hieving%ttitude Change

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%ttitude Change

*o #re!uentl- emplo-edapproahes are:

Cognitive Consisten-heories In#ormationH/roessing

heories

he Cognitive Consisten-%pproah

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SM 80.9046 Consumer Behaviour 1#"

%pproah

Cognitive Consisten- We strive to maintain ongruit-

+et*een our +elie#s" emotions" and +

ehaviour. Cognitive issonane

Inonsistenies +et*een our +elie#sand +ehaviour ause ps-hologial tension.

o hange onsumers’ attitudes" aognitive dissonane state is

reated +- mar)eters

H%ttitude ChangeSt t i

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SM 80.9046 Consumer Behaviour 1##

Strategies

%dd In#ormation... Ma)ing omparisons against

ompetition =mphasising +rand attri+utes %dding ne* attri+utes /roviding )no*ledge o#

alternatives or onse!uenes Changing the relative value o#

attri+utes

to %ttitudeHChangeSt t i

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Strategies

he =la+orationH;i)elihoodModel

he degree to *hih *e ela+orate on amessage depends on its relevane tous.

*o routes to persuasion:

he Central <oute: Consumers underhigh involvement onditionsdiligentl- proess message in#ormation.

he /eripheral <oute: Consumers

M=;

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Exposure to

Marketing Message

-igh involvement /ith

product2 message2 or decision

)o/ involvement /ith product2

message2 or decision

Strong attention 'ocused on central2 product(

related 'eatures and 'actual in'ormation

)imited attention 'ocused on peripheral2

non(product 'eatures and 'eelings

Conscious thoughts a%out product

attri%utes and use outcomes:

considera%le ela%orative activities

)o/ or nonconscious in'ormation

processing: 'e/ or no ela%orative

activities

Persuasion generally alters product

%elie's2 /hich in'luence %rand attitude

/hich in'luences purchase intentions

Persuasion operates through classical

conditioning1 A''ect change2 attitude to/ard

the ad2 and non(conscious %elie' changes led

to a %ehavioural and attitude change

SM 80.9046 1#$Consumer Behaviour

%ttitudeHo*ardHtheH%d

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Models

1ous on advertising’s

in>uene on attitude to*arda produt %ttitude is a #untion o#

attitudeHto*ardHtheHad attitude to*ard the produt’s

attri+utes

A (onception o& the Relationship amon

Elements in an Attitude-toward-the-Ad #odel

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Elements in an Attitude-toward-the-Ad #odel

Exposure to

an Ad

=udgments a%outthe Ad

0Cognition3

Belie's a%out the

Brand

Attitude to/ard

the Brand

Attitude to/ard

the Ad

*eelings 'rom theAd 0A''ect3

SM 80.9046 1#%Consumer Behaviour

Session 6: ;etureutline

7/24/2019 SM 809046-2015-Handout



utline


he Sel#: he raditional5ie* he Sel#: %n %lternative

5ie* /ersonalit-


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Needs

esires

S!"#A"!$NSPro%lem

&ecognition

!n'ormation

Search


and Selection

$utlet Selection

and Purchases

PostpurchaseProcesses

S!"#A"!$NS


Su%culture

emographics

Social Status

&e'erence +roups

*amily



Perception

)earning

MemoryMotives

Personality

Emotions

Attitudes

SE)*(C$NCEP"

and

)!*ES",)E

7/24/2019 SM 809046-2015-Handout



S lf-Conc pt:

Th Traditional i

h S l# C t

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he Sel#HConept

he sum total o# an

individual’s +elie#s and#eelings a+out him or hersel#.

%tual Sel# vs. Ideal Sel# /rivate Sel# vs. Soial Sel#

Interative Soures# S l#h d

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o# Sel#hood

Signi2ant thers individuals *ith *hom *e interat in various

)inds o# role relations" are ruial in the #ormation o# our sel#.

Materials and +Fets the ph-sial environment that *e rel- on #or

survival and the tehnologies that support andmediate our soial relations aet the develop

ment o# our sel#. Ideas" Belie#s and 5alues

ideolog- and religious +elie#s in>uene the *a-*e pereive and respond to our soial andph-sial environment

Sel# Conept

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Sel# Conept

Intrapersonal /roesses

inluding in#ormationproessing" aet andmotivation

Interpersonal /roesses inluding soial

pereption" hoie o#

ierent Sel#HConepts

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Conepts

Actual Sel'(

Concept !deal Sel'(Concept

!deal Social

Sel'(ConceptSocial Sel'(Concept

$ri#ate

Social


Consumption and Sel#HConept

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Sel#HConept Congruene Modelspredit that produts *ill +e hosen *hen their attri+utes math some aspet o# the sel#. IdealHsel# : more relevant #orhighl- e$pressive soial

produts.%tualHsel# : more relevant #orever-da-" #untional produts.

p

Image ongrueneh th i

7/24/2019 SM 809046-2015-Handout



h-pothesis

Self-concept is

enhanced through thetransfer of socially acc epted meanings of theproduct or brand to oneself.

he <elationship +et*eenSel#HConept and Brand

he <elationship +et*eenSel#HConept and Brand

7/24/2019 SM 809046-2015-Handout


Se Co ep a d a d

Image

pImage

'roduct

0rand

"mae

(onsumerSel&-

(oncept

Relationship0etween sel&-

concept and

brand imae

0eha!iour Seek products

and brands that

match sel&-

concept

Satis&action'urchase

contributes to

desired sel&-

concept

Rein&orces sel&-concept'ein!orces Sel!(Concept


Sel#HConept is

7/24/2019 SM 809046-2015-Handout



Sel#HConept is

Changea+le Sel#Honept is >e$ile andhangea+le

Consumers’ sel#Honepts are

espeiall- d-nami during ertainrole transitions

<ole transitions and sel#Hesteem

the degree to which people have apositive attitude towards themselves

<ole transitions are mar)ed +-hanges in onsumption patterns

7/24/2019 SM 809046-2015-Handout



Th S lf:

"n "lt rnati# i

he Sel#: %n %lternative

5ie*

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour 1$0

5ie*

oes the sel# e$ist? I# so" is it single or multiple? Is it onstant or hangea+le? Is it to disover or to reate?

?????????????????????????

he Sel# .

7/24/2019 SM 809046-2015-Handout



is multi#aeted is dependent on

situations and motives is mallea+le and d-nami

is soiall-Honstruted

% -nami Model o# Sel#HConept

7/24/2019 SM 809046-2015-Handout


SM 80.9046 1$"Consumer Behaviour

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour 1$#

$ast rn i s

of Th S lf

7/24/2019 SM 809046-2015-Handout



Th S lf

in

%uddhism

"natta


7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour 1$$



Needs

esires

S!"#A"!$NS

Pro%lem

&ecognition

!n'ormation

Search


and Selection

$utlet Selection

and Purchases


S!"#A"!$NS


Culture

Su%culture

emographics

Social Status

&e'erence +roups

*amily



Perception

)earning

MemoryMotives

Personality

Emotions

Attitudes

SE)*(C$NCEP"

and

)!*ES",)E

/ersonalit-

7/24/2019 SM 809046-2015-Handout



/ersonalit-

/ersonalit- is an

individual’sharateristiresponse tendeniesaross similar situations.

/ersonalit- heories

7/24/2019 SM 809046-2015-Handout


/ersonalit- heories

1reudLs /s-hoanal-ti

heor- heor- o# /ersonalit-

raits heor- o# /ersonalit-

5alues

SM 80.9046 1$%Consumer Behaviour

1reudian heor-

7/24/2019 SM 809046-2015-Handout



1reudian heor-

hree =lements: Id: /leasure /riniple,emptation

Superego: Consiene @Soietal<ulesA,5irtue =go: <ealit- /riniple,<e#eree

%ppliations in Mar)eting: he Se$ualit- o# /roduts

/ersonalit- heories

7/24/2019 SM 809046-2015-Handout


/ersonalit- heories




5alues

SM 80.9046 1$9Consumer Behaviour

=$amples o# Cattell’s/ersonalit- raits

7/24/2019 SM 809046-2015-Handout



/ersonalit- raits

<eserved Sh- (um+le =motional So+er,Serious /ratial Conservative <ela$ed

utgoing %ssertive (app-HgoHlu)-

enderHminded oughHminded Imaginative

Jroupdependent et.

/ersonalit- heories

7/24/2019 SM 809046-2015-Handout


/ersonalit- heories




5alues


heor- o# /ersonalit-5alues

7/24/2019 SM 809046-2015-Handout


5alues

heoretial /ersonalit- =onomi /ersonalit-

Soial /ersonalit- /olitial /ersonalit- %estheti /ersonalit-

<eligious /ersonalit-

SM 80.9046 16"Consumer Behaviour

%ppliations inMar)eting

7/24/2019 SM 809046-2015-Handout



Mar)eting

Consumer$ersonality

)rand$ersonality


7/24/2019 SM 809046-2015-Handout



utline

Consumers %s Individual ;i#est-le 5alues he Sel# and S-m+oli

Consumption


7/24/2019 SM 809046-2015-Handout





Needs

esires

S!"#A"!$NS

Pro%lem

&ecognition

!n'ormation

Search


and Selection

$utlet Selection

and Purchases


S!"#A"!$NS


Culture

Su%culture

emographics

Social Status

&e'erence +roups

*amily



Perception

)earning

MemoryMotives

Personality

Emotions

Attitudes

SE)*(C$NCEP"

and

)!*ES",)E

;i#est-le

7/24/2019 SM 809046-2015-Handout



-

;i#est-le re#ers to a

pattern o# onsumptionre>eting a person’shoies o# ho* he or she s

pends time and mone-.

;i#est-le andthe Consumption /roess

;i#est-le andthe Consumption /roess

7/24/2019 SM 809046-2015-Handout



the Consumption /roessthe Consumption /roess;i#est-leeterminan

ts emographis

Su+ulture Soial lass

Motives

/ersonalit-

=motions

5alues

1amil- ;i#eC-le

Culture

/ast

)i'estyle

-o/ /e live

Activities

!nterests )ike5dislikes

Attitudes

Consumption

Expectations

*eelings

!mpact on Behaviour

Purchases

-o/

9hen

9here

9hat

9ith /hom

Consumption

9here

9ith /hom -o/

9hen

9hat

;i#est-le

7/24/2019 SM 809046-2015-Handout



;i#est-les as Identities ;i#est-les are statements a+out *hoone is in soiet- and *ho one is not.

=ah person adds their o*nindividualit- to a hosen li#est-le.

/roduts Being Consumed %re the

Building Blo)s o# ;i#est-les Consumers o#ten hoose produts"servies" and ativities over others +eause the- are assoiated *ith a erta

in li#est-le

-

/rodut Constellations

7/24/2019 SM 809046-2015-Handout



;i#est-le pattern of behaviour that reects consumption

of interrelated product constellations

/rodut onstellations clusters of complementary products, specic

brands, and!or consumption activities

/rodut onstellations an +e

mathed *ith demographi and media pre#erenes to improve targeting

People, Products, and Settings areCombined to Express a Certain

ConsumptionStyle

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour 1%0

'roduct 'roduct

SettinSettin

Consumption Style.

Lifestyle

'erson

;i#est-le: %n %lternative5ie*

7/24/2019 SM 809046-2015-Handout



e

I# the sel# is multiple" *hata+out the li#est-le?

/rotean ;i#est-les?

"n $' cuti# () * +da),

" %i+ r () * + nd!!

;i#est-le heories

7/24/2019 SM 809046-2015-Handout


-

%ILs 5%;S H he 5alues and

;i#est-le S-stem

SM 80.9046 Consumer Behaviour 1%"

%ILs

7/24/2019 SM 809046-2015-Handout


%tivities

Interestspinions

SM 80.9046 Consumer Behaviour 1%#

;i#est-le heories

7/24/2019 SM 809046-2015-Handout


-

%ILs 5%;S H he 5alues and

;i#est-le S-stem


*alues

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour 1%$

% +elie# that some ondition ispre#era+le to its opposite.

=ver- ulture has a set o# values

that it imparts to its mem+ers alled Core 5alues. he proess o# learning the +elie#s

and +ehaviours endorsed +- one’s o

*n ulture is =nulturation. %ulturation is the proess o#

learning the value s-stem and+ehaviours o# another ulture.

Applications o! *aluesto

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<esearh has tended to lassi#- valuesas +eing: Cultural suh as seurit- or happiness"

ConsumptionHspei2 suh as onvenientshopping or prompt servie"

/rodutHspei2 suh as ease o# use ordura+ilit-.

he <o)eah 5alue Surve- identi2ed: erminal 5alues H desired endHstates thatappl- to man- ultures"

Instrumental 5alues H omposed o# ationsneeded to ahieve these terminal values.

to

Consumer )eha#iour

5alues and;i#est-les S-stems

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour 1%%

;i#est-les S-stems

5%;S ' partitions mar)et into 9 groups +ased on

Maslo*’s hierarh- o# needs

5%;S lassi2es people into segments +ased on their

ontrol o# resoures and three aspets o# their +asi motivational sel#Horientation: priniples" statu

s" ation Gapan 5%;S

5%;S '

7/24/2019 SM 809046-2015-Handout



he Eeed- Survivors Sustainers

uterHireted rientation Belongers =mulators %hievers

InnerHireted rientation

I %m Me =$periential Soietall- Consious Integrated

Actuali7ers

Actuali7ers

( e s o u r c e s

A b u n d a n t

( e s o u r c e s

5%;S

7/24/2019 SM 809046-2015-Handout


S t a t u s . r i e n t e d S t a t u s . r i e n t e d A c t i o n . r i e n t e d A c t i o n . r i e n t e d ' r i n c i p l e . r i e n t e d ' r i n c i p l e . r i e n t e d

Achie!ersAchie!ers

Actuali7ersActuali7ers

StrulersStrulers

Stri!ersStri!ers

,ul&illeds,ul&illeds

0elie!ers0elie!ers

ExperiencersExperiencers

#akers#akers

A b u n d a n t Abundant

# i n i m a l

( e s o u r c e s # i n i m a l

( e s o u r c e s

Source+ S'IInternational,

SM 80.9046 1%9Consumer Behaviour

Gapan 5%;S Segments

7/24/2019 SM 809046-2015-Handout



5alues and;i#est-les S-stems

7/24/2019 SM 809046-2015-Handout



- -

;5s @;ist o# 5aluesA assesses adaptation to various

roles through #ul2llment o# values suh as sel#Hrespet" sense o# +elonging" e$itement" et.

Cohort %nal-sis understanding po*er o# ohorts

International;i#est-le Segments

7/24/2019 SM 809046-2015-Handout



Jlo+al San measures a *ide variet- o#attitude and onsumer values" mediause" and +u-ing patterns primaril- o# riad and /ai2 <im ountries and assigns them to 2ve segments

adapters traditionals

pressureds ahievers strivers

;i#est-le Segments

Shi#ting ;i#est-les

7/24/2019 SM 809046-2015-Handout



;i#est-le trends are triggered +-maFor demographi @*omen entering*or)#oreA and attitudinal shi#ts @gr

o*ing organi #ood onsumptionA ;i#est-le trends aet industries as

*ell as produts and servies ;i#est-le an +e personi2ed +- a

single person @e.g." %dd Cara+aoA

7/24/2019 SM 809046-2015-Handout



*hat a(out

th Thai alu s

hai 5alues ClustersSource+ -omin .//.

7/24/2019 SM 809046-2015-Handout



=go rientation Jrate#ul <elationship

rientation Smooth Interpersonal

<elationship rientation 1le$i+ilit- and %dFustment . <eligioHps-hial .

Source+ -omin .//.

hai 5alues [email protected]

7/24/2019 SM 809046-2015-Handout



=duation and Competene.

Interdependene . 1unHpleasure . %hievementHtas) .

he Sel# <evisited

7/24/2019 SM 809046-2015-Handout



Consumers %s Soial Beings he Sel# 3 S-m+oli

Consumption in ConsumerCulture

%ppropriation o# Consumption

S-m+olism /ossession and the =$tended

Sel#

7/24/2019 SM 809046-2015-Handout



Th S lf

and

S)m(olic Consumption

(aving" oing andBeing

7/24/2019 SM 809046-2015-Handout



To "ave is To #e . To "ave is To #elong .

$ot to "ave is To #e . To "ave is To %nslaved ?

7/24/2019 SM 809046-2015-Handout



%rands as

S)m(olic sourc s

for .d ntit) Construction

Meaning %ppropriation

in Consumer Culture

7/24/2019 SM 809046-2015-Handout


in Consumer Culture


Consumption Sym%olism and the -armonising Sel'

09attanasu/an >???3

Sel'(

Sym%olism

Social(

Sym%olism

Mediated

Experience )ived

Experience

Sel'(

Sym%olism

Social(

Sym%olism

Mediated

Experience

)ived

Experience

Sel'(

Sym%olism

Social(

Sym%olism

Mediated

Experience )ived

Experience

ultiple

imensions

o' Social &elationship

"he $ngoing Pro6ect o' the Sel'

7/24/2019 SM 809046-2015-Handout


he =$tended Sel#

7/24/2019 SM 809046-2015-Handout


&

SM 80.9046 19#Consumer Behaviour

7/24/2019 SM 809046-2015-Handout



Consumption

and

S)m(olic .mmortalit)

;eture utline

7/24/2019 SM 809046-2015-Handout



Consumers %s Soial Beings Soial Struture emographis Soial Class


7/24/2019 SM 809046-2015-Handout





Needs

esires

S!"#A"!$NS

Pro%lem

&ecognition

!n'ormation

Search

Alternative Evaluationand Selection

$utlet Selection

and Purchases


S!"#A"!$NS


CultureSu%culture

emographics

Social Status

&e'erence +roups

*amily



Perception

)earning

Memory

Motives

Personality

Emotions

Attitudes

SE)*(C$NCEP"

and

)!*ES",)E

Soial Strutures

7/24/2019 SM 809046-2015-Handout



Economics

Social

(lass

Demoraphics

emographis

7/24/2019 SM 809046-2015-Handout



Se$,Jender Se$ualit- %ge Inome =duation upation

<eligion =thniit-

emographis

7/24/2019 SM 809046-2015-Handout



0 t1s 0oo+ at

2 mo3raphics

from #arious

/ rsp cti# s

J=E=<

7/24/2019 SM 809046-2015-Handout



Biologial Se$ Cultural Coneptions

o# Jender Cultural Coneptions

o# Masulinit- and1emininit-

Jender Bending andBlending

Se$ualit-

7/24/2019 SM 809046-2015-Handout



Straight

Ja- BiHse$ual

???

%J=

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour "0"

;i#e C-le Stages Consumer Soialisation Consumption Choies <ites o# /assage Chronologial vs.

/s-hologial %ge %ge ohorts and Shared

5alues

<=;IJIE

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour "0#

Soure o# enduringonsumer values

Soure o# onsumptionta+oos

=merging 2eld o#

mar)eting argeting opportunities /ositioning opportunities

=thniit-

7/24/2019 SM 809046-2015-Handout



fre&uent associationand identication with

common national orcultural origins of a su bgroup found within th

e larger society

=thniit- @ontinuedA

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour "0$

Situational =thniit- *hen e$pressions o# ethniit- var-

*ith soial onte$t

%ulturation hanges in )no*ledge" +elie#s" values"

and +ehaviours *hen an individual

mem+er o# an ethni group omes into prolonged ontat *ith a dominant ulture

=thniit- @ontinuedA

7/24/2019 SM 809046-2015-Handout



%ssimilation proess o# interpretationand #usion in *hih personsand groups a!uirememories" sentiments and attitudes o# other persons or

groups and" +- sharing theire$periene and histor-" are inorporated *ith them in a

Soial Status Is erivedand In>uenesSoial Status Is erivedand In>uenes

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour "0%

BehaviourBehaviourSocioeconomic

*actors

$ccupation

Education

$/nership

!ncome

-eritage

Social

Status

#pper class

Middle class

9orking class

)o/er class

#nique

Behaviours

Pre'erences

Purchases

Consumption

Communication

Consumer Capitals

7/24/2019 SM 809046-2015-Handout



Economic (apital 2nanial resoures" inluding inome

Social (apital

relationships" organiational mem+erships andsoial net*or)s that are o#ten nurtured in shools" Fo+s" or neigh+orhoods

(ultural capital

impliit pratial )no*ledge and s)ills" aessto onsumer goods and o+Fets suh as 2ne artsand heirlooms" degrees" diplomas" and mem+erships in lu+s and assoiations that erti#- ertain !ualities to others.

S-m+oli Capital

7/24/2019 SM 809046-2015-Handout



StatusHoriented Consumption behaviour involving competition

for symbolic capital often

associated with status symbols

Status S-m+ols consumer products, activities,

or services that indicate onesposition in the class hierarchy

Consumption /atternsand ClassHBased Segment

7/24/2019 SM 809046-2015-Handout



hree main lassH+asedsegments

pper Class ld Mone- Eouveau <ihe /ro#essional @e.g." C=A Jet Set?

Middle Class Wor)ingHClass and nderHClass

s

Eot %ll Behaviours*ithin a Soial Class%re ni!ue

Eot %ll Behaviours*ithin a Soial Class%re ni!ue

7/24/2019 SM 809046-2015-Handout


%re ni!uee !ueBehaviours associated/ith a particular

social class

Behaviours shared/ith other social

classes

Behaviours not

engaged in

Excluded

Behaviours #nique Shared

Behaviours Behaviours


7p*ard /ull8 Strateg-argeted at Middle7p*ard /ull8 Strateg-argeted at Middle

7/24/2019 SM 809046-2015-Handout



ClassClass

Middle class

Aspirations

"o %elong toupper(

middle class

Pre'er

Productsconsumed

%y upper(

middle class

Positioning

#pper(

middle classsym%olism

'or middle(

class

products

/ositioning WithinSoial Class

/ositioning WithinSoial Class

7/24/2019 SM 809046-2015-Handout



9orking(class

isdain

#pper(

Middle

Class

Proud to Be

9orking

Class

Pre'er

9orking(

classproducts

and %rands

Positioning

9orking(class

sym%olism 'or/orking(class

products

/ositioning toSoial Class Segments/ositioning toSoial Class Segments

#pper class

7/24/2019 SM 809046-2015-Handout


-ieneken( #pper(middle(class

Product Position; Premium Price:

Prestige "hemes:

Status5Pro'essional Backgrounds

#pper(class

li'estyle

#pper(middle(class

target market

#pper(middle(

class li'estyle

Middle(class

li'estyle

9orking(class

li'estyle

Middle(class

target market

9orking(classtarget market

Aspiring

Aspiring

Contented

Aspiring

Singha( Middle(class

Product Position; Neutral Price:

Achievement2 Sharing themes:

Middle(class %ackgrounds

"hai Beer( 9orking(class

Product Position; )o/ price:

9orking(class Backgrounds


sing Soial Strati2ationto evelop Mar)etingsing Soial Strati2ationto evelop Mar)eting

7/24/2019 SM 809046-2015-Handout


Strateg-Strateg-

Marketing mix

decisions

evelop mix to achievedesired position;

• Product• Price• Promotion• istri%ution

&elate status varia%les

to product

consumption • Brand usage• Purchase

Motivation• Sym%olic meaning• #se situation

"arget social strata

•Actual li'estyle

• esired li'estyle• Media usage• Shopping

patterns• Etc1

evelop product

position

Select desired

image %ased on

actual or desired

li'estyle o' target

strata

SM 80.9046 "1$Consumer Behaviour

Changes in Soiet- that%et Mar)etingChanges in Soiet- that%et Mar)eting

7/24/2019 SM 809046-2015-Handout



Strateg-Strateg-

Cultural 4aluesSu%culturesemographics+ender &olesSocial Class

Products Service $utlets Media !mages $ccasion

#nderstandingthese changes

is a key input in

developing a

success'ul

strategy

Changes in

"hai Society

Changes in

Market Behaviour

Changes in

Marketing Strategy

Soial Strutures

7/24/2019 SM 809046-2015-Handout



Economics

Social

(lass

Demoraphics

;eture utline

7/24/2019 SM 809046-2015-Handout



Consumers %s Soial Beings Soial 3 <e#erene Jroups 1amil-


S!"#A"!$NSS$C!$(C#)"#&A)!N*)#ENCES

7/24/2019 SM 809046-2015-Handout





Needs

esires

Pro%lem

&ecognition

!n'ormation

Search


$utlet Selection

and Purchases

Postpurchase

Processes

S!"#A"!$NS

CultureSu%culture

emographics

Social Status

&e'erence +roups

*amily



Perception

)earning

Memory

MotivesPersonality

Emotions

Attitudes

SE)*(C$NCEP"

and

)!*ES",)E

Soial Jroup

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour ""0

A group 0or a person3 that serves as a

point o' comparison 0or re'erence3 'oran individual in the 'ormation o' eithe

r general or speci'ic values2 attitudes2

or %ehaviour1

Meaning and Importane o#Jroups

7/24/2019 SM 809046-2015-Handout



% Jroup: *o or more individuals

*ho share +elie#s" have rolerelationships" and e$periene interde

pendent +ehaviour. Soialisation: he proess +- *hih

*e develop soiall- relevant

+ehaviour through interation *ith others.

Modeling: ur onsious attempt to

emulate others in a group.

-pes o# Jroups

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour """

/rimar- Jroups: Intimate groupsthat meet regularl- andommuniate #aeHtoH#ae.

Seondar- Jroups: Jroups *hereregular" #atHtoH#ae ontat isla)ing.

1ormal Jroups: Jroups *ith an

e$pliit struture and spei2edo+Fetives.

In#ormal Jroups: ;oosel-organised groups *here struture

Seleted ConsumerH<elated<e#erene Jroups

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour ""#

1riendshipgroups

Shoppinggroups Wor) groups

5irtual groupsor ommunities ConsumerH

i

<e#erene Jroups and heir-pes

7/24/2019 SM 809046-2015-Handout



<e#erene groups provide aperspetive #or evaluating orpatterning our o*n +ehaviour.

-pes o# re#erene groups: Mem+ership: Jroups in *hih one

!uali2es #or mem+ership %spirational: Jroups *hih one desires to Foin +ut la)s !uali2ations

%ntiipator-: Jroups that one hasreasona+le e$petation o# Foining

S-m+oli: Jroups *here hanes o# Foining are remote

issoiative <e#ereneJroups

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour ""$

Eot all groups provide onsumers*ith a positive #rame o# re#erene.

-pes o# dissoiative re#erene

groups: Eegative <e#erene Jroups:

Jroups that *e avoid assoiation oridenti2ation *ith.

islaimant <e#erene Jroups:Jroups that *e ma- have +elongedto" +ut *hose values *e no* reFet.

<e#erene Jroups Change asthe Situation Changes

<e#erene Jroups Change asthe Situation Changes

7/24/2019 SM 809046-2015-Handout



Hometown

,riends

,riends &rom

.ld School

(onsumerbeha!iour

classmates

,riends

&rom

2ork

"mmediate

&amil$

"ndi!idual

,riends &rom

Summer (amp

Eature o# <e#erene JroupIn>uene

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour ""%

In#ormational In>uene

Eormative In>uene Identi2ation In>uene

egrees o# <e#erene JroupIn>uene

7/24/2019 SM 809046-2015-Handout



hree degrees o# groupin>uene are identi2ed: Compliane: Joing along *ith

group mandates to o+tain approval.

Identi2ation: %+iding +- groupmandates to maintain a sel#Hde2n

ing relationship *ith the group. Internalisation: %epting group

norms and values as one’s o*n.

<e#erene JroupIn>uene

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In#ormation ande$periene

Credi+ilit-" attrativeness"and po*er o the re#erenegroup

Conspiuousness o# theprodut

CommuniationStrateg-

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SM 80.9046 Consumer Behaviour "#0

estimonial =ndorsement /resenter or

Spo)esperson

%tress,%tor

1amil- as Important<e#erene Jroups

1amil- as Important<e#erene Jroups

7/24/2019 SM 809046-2015-Handout



Hometown

,riends

,riends &rom

.ld School

(onsumerbeha!iour

classmates

,riends

,rom

2ork

"mmediate

&amil$

"ndi!idual

,riends &rom

Summer (amp

1amilies and (ouseholds

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SM 80.9046 Consumer Behaviour "#"

omestic groups comprise a primary2 involuntary

unit o' social li'e %et/een the individual and the c

ommunity1

*amilies comprise individuals related %y %lood2marriage2 adoption2 and emotional commitment1

-ouseholds are de'ined as co(resident2 activity

groups *ictive @in; individuals in'ormally adopted into a

household as 'amily mem%ers1

Consumer Soialisation

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SM 80.9046 Consumer Behaviour "##

Consumer Soialisation re#ers toimparting the values" norms" +elie#s" and proedures assoiated *ith +ehaving as ompetent onsumers in a given

ultural setting. iret soialisation: parents purposivel-

train hildren in onsumer )no*ledge Indiret soialisation: involves more

passive learning through modeling o#hildren’s +ehaviours +ased on parental models.

CoHshopping: involves hildren

1amil- In>uenes MostConsumption eisions1amil- In>uenes MostConsumption eisions

7/24/2019 SM 809046-2015-Handout



Household

purchasesand

consumption

beha!iour

#arketin

strate$

Structureo& ,amil$

+nit

Stae o&the ,amil$

Li&e c$cle

,amil$Decision

'rocess

Struture o# 1amil-

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SM 80.9046 Consumer Behaviour "#$

Nuclear &amil$8 comprised o& a married

couple and their children

Extended &amil$8 households comprised

o& multiple enerations o& &amil$ members% or 6oint households comprisin o& the &a

milies o& married adult brothers

(o-residence and Dwellins8 sini&icant to marketers because it implies

ac9uisition and maintenance o& a home

A ,amil$ li&e ($cle

Middle(Aged

ivorced /ithout

Children

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Middle(Aged

Married /ithout

Children

,oung

ivorced /ithout

Children

,oung

Single

,oung

Married

/ithout

Children

,oung

Married

/ith

Children

Middle(

AgedMarried

/ith

Children

Middle(

AgedMarried

/ithout

ependent

Children

$lder

Married

$lder

#nmarried

Middle(Aged

ivorced

/ith

Children

Middle(Aged

ivorced

/ithout

Children

,oungivorced

/ith

Children

"raditional *amily *lo/&ecycled *lo/#sual *lo/

SM 80.9046 "#6Consumer Behaviour

A #odel o& the Socialisation 'rocess

,oung Person

,oung Person

7/24/2019 SM 809046-2015-Handout


!n'luence More Basic

4alues5Behaviour

•Moral5&eligious Principles• !nterpersonal Skills•ress5grooming Standards•Manners and Speech

•Educational Motivation•$ccupational Career +oals•Consumer Behaviour Norms

!n'luence More Basic

4alues5Behaviour

•Moral5&eligious Principles• !nterpersonal Skills•ress5grooming Standards•Manners and Speech

•Educational Motivation•$ccupational Career +oals•Consumer Behaviour Norms

!n'luence More Expressive

Attitudes5Behaviour

•Style•*ashion•*ads

•7!n5$ut8•

Accepta%le ConsumerBehaviour

!n'luence More Expressive

Attitudes5Behaviour

•Style•*ashion•*ads

•7!n5$ut8•Accepta%le Consumer

Behaviour

$ther *amily

Mem%ers

$ther *amily

Mem%ers *riends*riends

Pre(adolescent Adolescent "eens $lder

SM 80.9046 "#%Consumer Behaviour

;eture utline

7/24/2019 SM 809046-2015-Handout



Consumers %s Soial Beings Culture 3 Su+ulture Cultural Changes Consumer Culture


S!"#A"!$NSS$C!$(C#)"#&A)!N*)#ENCES

7/24/2019 SM 809046-2015-Handout





Needs

esires

Pro%lem

&ecognition

!n'ormation

Search


$utlet Selection

and Purchases

Postpurchase

Processes

S!"#A"!$NS

CultureSu%culture

emographics

Social Status

&e'erence +roups

*amily



Perception

)earning

Memory

MotivesPersonality

Emotions

Attitudes

SE)*(C$NCEP"and

)!*ES",)E

7/24/2019 SM 809046-2015-Handout



Cultur

&

Su(cultur

Culture

7/24/2019 SM 809046-2015-Handout



What Is Culture? Wh- oes CultureMatter?

Components o# Culture

Cultural Changes

Meaning and Eature o#Culture

7/24/2019 SM 809046-2015-Handout



Culture onsists o# shared +lueprints orshemas +oth #or ation and #or

understanding. Cultural Categories

time" spae" nature" and the human ommunit-

Cultural /riniples values" norms" and +elie#s that allo* things to +e

grouped into ultural ategories" ran)ed" and interrela

ted

Mar)eting hallenge: aligning produts*ith ultural +lueprints" ategories" and

priniples.

Cultural 1atorsCultural 1ators

Shared Meanings

7/24/2019 SM 809046-2015-Handout



ConsumerBehaviourCulture

0)anguage etc13

Custom Norms

Belie's 4alues

Myths &ituals

Mar)eting andCultural Meanings

7/24/2019 SM 809046-2015-Handout



Cultural

4 anin3s

4ar+ tin3

Communication

Cultural 5alues

7/24/2019 SM 809046-2015-Handout



Cultural values are those shared+roadl- aross a soiet-" valuesthat are onditioned at the soiet- l

evel and rein#ored and augmentedat suessive su+ultural levels. Instrumental values

shared +elie#s a+out ho* people should

+ehave and desired end states. erminal values

desira+le li#e goals

Cultural 5alues@ontinuedA

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5alueH%ttitudeHBehaviour(ierarh- a+strat values aet midrange attitudes

that led to spei2 onsumer +ehaviours

Consumer =thnoentrism pre#erene #or one’s o*n s-stem o#

tastes and pre#erenes over those o# another ultural group

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Conspiuous onsumption a!uisition and visi+ilit- o# 7lu$ur-8

goods and servies to demonstrate

one’s a+ilit- to aord them Materialism

importane onsumer attahes to*orldl- possessions or onsumptionH+ased orientation to happiness see)ing

Cultural M-ths andS-m+ols

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M-th a stor- ontaining s-m+oli elements that e$press

shared emotions and ultural values" maintain soial order +- authoriing a soial ode

r+an ;egends stories passed +- *ord o# mouth that purport to

+e nearl- 2rst hand aounts o# real events" +ut are 2tions

Cultural S-m+ols o+Fets that represent +elie#s and values

Cultural <ituals

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<epetitive +ehavioural se!uenes a)enH#orHgranted sripts

=$hi+it ar+itrar- patterns Inorporate values Sustain soial onsensus Integrate interpersonal +ehaviours =$amples inlude entr-" e$it"grooming" support" possession" e$hange" divestment

Cultural <ituals@ontinuedA

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SM 80.9046 Consumer Behaviour "$0

=$hange <ituals (olida- gi#t giving

<ites o# passage ;i#e -les o# <ituals Jlo+al Consumption o#

<ituals

Juidelines #orCultural %*areness

id

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iderot eet force that encourages an individual

to maintain a cultural consistency in

his!her complement of consumer go ods

Culture is adaptive and d-nami

Culture is an open s-stem it inuences and is inuenced by

changes in their environment

Cultural S-m+ols

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SM 80.9046 Consumer Behaviour "$"

Cultural s-m+ols areshared s-m+oli meanings.

Culture is re>eted in ores-m+ols.

Consumer goods o#ten+eome ore s-m+ols in aulture.

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour "$#

From Cultur

to

Su(cultur

Identi2ation *ith aSu+ulture /roduesni!ue Mar)et

Identi2ation *ith aSu+ulture /roduesni!ue Mar)et

h i

7/24/2019 SM 809046-2015-Handout



BehavioursBehaviours

!ndividuals

!denti'ication

/ith Core

Culture

!denti'ication

/ith a

Su%culture

Core Culture

4alues and

Norms

Su%culture

4alues and

Norms

Mass Market

Behaviours

#nique

Market

Behaviours

Consumptionand Cultural Changes

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour "$$

Consumption /atternsand /re#erenes

rends and Changes inConsumer Behaviour

Consumer Culture:

7/24/2019 SM 809046-2015-Handout



/opular,Media Culture Bod- Culture

Jlo+alised Culture /ostmodern Culture

1ragmented Culture

(-perreal Culture %esthetiised Culture

Jlo+aliation" Consumer Culture"and Cultural Creolisation

d

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SM 80.9046 Consumer Behaviour "$%

rends: Jlo+al spread o# +rands and

onsumption praties

Creolisation onsumption patterns that om+ine elementso# loal and #oreign onsumption traditions

Eostalgi e#ense ethnoentri onsumer reation against

glo+aliation" reFeting #oreign onsumption onsumption and values

1ragmented Culture

7/24/2019 SM 809046-2015-Handout



;ots o# small su+Hulture %gainst iderot =et? Mi$ 3 Math Culture 1ragmented Sel#

Consumer Cultureand Identities

7/24/2019 SM 809046-2015-Handout



Consumer Culture andJender

Consumer Culture andSe$ualit- Consumer Culture and

hainess

Consumer and Soial Class Consumer Culture and ???

Jender Imager-

7/24/2019 SM 809046-2015-Handout



Cultural

Meaning Bod- Imager- %ttitudes

<elationship Jender and

et.

;eture utline

7/24/2019 SM 809046-2015-Handout



Bu-ing eision /roess

Individual eision



S!"#A"!$NS

Pro%lem


CultureSu%culture

7/24/2019 SM 809046-2015-Handout





Needs

esires

Pro%lem

&ecognition

!n'ormation

Search


$utlet Selection

and Purchases

Postpurchase

Processes

S!"#A"!$NS

CultureSu%culture

emographics

Social Status

&e'erence +roups

*amily



Perception

)earning

Memory

MotivesPersonality

Emotions

Attitudes

SE)*(C$NCEP"and

)!*ES",)E

/urhases

Consumers ma)e man- )inds o# purhase

7/24/2019 SM 809046-2015-Handout



Consumers ma)e man- )inds o# purhasedeisions he dierent t-pes o# purhase deisions

inlude: +asi purhase deision produt ategor- deision +rand purhase deision hannel purhase deision pa-ment deision

initial vs. repeat purhase deision /urhase deisions need not +e made in

the order indiated a+ove.

%re all purhase proesses

the same?

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5ar- +- Situation 5ar- +- /rodut

5ar- +- Consumer

es" indeed

%ll purhases are not thesame

Several #ators ma- aetthe +u-ingHdeision proess:

he prospet an *ithdra* at

7/24/2019 SM 809046-2015-Handout



he prospet an *ithdra* atan- stage.

Stages ma- overlap" and areli)el- to +e o# dierent lengths.

Consumers are o#ten involved inseveral +u-ing deisionssimultaneousl-.

he onsumer’s involvementlevel" the eort e$erted" an var-.

;evels o# Consumereision Ma)ing

Extensive Pro%lem

7/24/2019 SM 809046-2015-Handout


Extensive Pro%lemSolving

)imited Pro%lem

Solving

&outinised &esponse

Behaviour


he Eature o# Situation

h i i

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he CommuniationsSituation: he situation in *hih onsumers reeive in#ormation.

he /urhase Situation he sage Situation

he isposition Situation he <itual Situation

Situational In>uenes

7/24/2019 SM 809046-2015-Handout



/h-sial Surroundings Hloation"dor" sounds" aromas" lighting"ro*ding..

Soial Surroundings H otherspresent,not

emporal /erspetives H time" da-"

season" sine last purhase" until pa-da-.

as) e2nitions H sel#,gi#t" *or),pla-

ConsumerCharateristis

7/24/2019 SM 809046-2015-Handout



Culture and 5alues 1amil- ;i#eHC-le emographis /s-hographis

/ersonalit-" ;i#est-le"and Sel#HConept

;evels o# eisionMa)ing

I l t

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour "%0

Involvement: egree o# personal

relevane a produt or servie holds #or theonsumer.

/ereived <is) =$periene *ith /rodut

Categor-

1re!uen- o# /urhase Cognitive <esoures and ime

=ets o# Involvement

he higher involvement

7/24/2019 SM 809046-2015-Handout



he higher involvement"the greater ognitive eort more sensitive pereption more searh #or in#ormation e$tensive deision ma)ing

<esults in dierent stepsthrough the purhaseproess

Involvement and-pes o# eision Ma)ingInvolvement and-pes o# eision Ma)ing

Low-purchase "n!ol!ement Hih-purchase "n!ol!ement

Routinised Decision #akin Limited Decision #akin Extended Decision #akin

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'roblem reconition

Selecti!e

'roblem reconition

1eneric

'roblem reconition

1eneric

"n&ormation search

"nternal

Limited external

"n&ormation search

Limited internal

"n&ormation search

"nternal

External

Alternati!e e!aluation

,ew attributes

Simple decision rules

,ew alternati!es

Alternati!e e!aluation

#an$ attributes

(omplex decision rules

#an$ alternati!es

'urchase 'urchase 'urchase

'ostpurchase

No dissonance

Limited e!aluation

'ostpurchase

No dissonance

Ver$ limited e!aluation

'ostpurchase

Dissonance

(omplex e!aluation

SM 80.9046 "%"Consumer Behaviour

Wait a minute.

7/24/2019 SM 809046-2015-Handout


SM 80.9046 Consumer Behaviour "%#

What a+out7Impulse

Bu-ing8?

/ro+lem <eognition

% onsumer’s inongruit- or

7/24/2019 SM 809046-2015-Handout



% onsumer s inongruit- ortension state resulting #rom variane +et*een an atual and a d

esiredstate o# aairs. /ro+lem reognition

and its assoiated

dissonane trigger+ehaviour.

Occurs Whenever the Consumer Sees a Significant DifferenceBetween His or Her Current State and Some Desired or Ideal

State.

/ro+lem <eognition

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(onsumer ’s "deal State

(onsumer ’s Actual State

$pportunity &ecognition$ccurs By;

Exposure to i''erent or

Better(Duality Products

Need &ecognition

$ccurs By;&unning $ut o' a Product

!nadequate ProductCreating Ne/

Needs

SM 80.9046 "%$Consumer Behaviour

Desired (onsumer Li&est$le

The wa$ the consumer would like to li!e and &eel

(urrent Situation

Temporar$ &actors a&&ectin theconsumer

%he $rocess o! $ro0lem'ecognition

7/24/2019 SM 809046-2015-Handout


would like to li!e and &eel consumer

Desired StateThe condition the consumer

would like to be in at

this point in time

Actual StateThe condition the consumer

percei!es himsel& or hersel&

to be in at this point in time

Nature o& Discrepanc$Di&&erence between the consumer ’s desired and percei!ed conditions

Desired state

exceeds actual state

Actual state exceeds

desired stateNo di&&erence

Satis&action'roblem ReconisedSearch decision initiated

SM 80.9046 "%6Consumer Behaviour

In#ormation Searh

1amiliarising onesel# *ith

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SM 80.9046 Consumer Behaviour "%%

1amiliarising onesel# *ithourses o# ation availa+le to solve the pro+lem.

-pes o# searh: Internal Searh: <etrieving

relevant in#ormation#rom memor-

=$ternal Searh: See)ingin#ormation #rom e$ternalsoures

"n&ormation

Sources

In!ormation Sources !ora $urchase Decision

7/24/2019 SM 809046-2015-Handout


Acti!el$

Ac9uired

'assi!el$

Ac9uired

Acti!el$

Ac9uired

Low-

in!ol!ement

Learnin

'ersonal

Experience

'ast

Searches"ndependent

1roups

'ersonal

(ontacts#arketer

"n&ormationExperiential

"nternal

"n&ormationExternal

"n&ormation


0 &it

$ercei#ed Costs and )ene1ts o!Consumer Search 2uide Search

34ect

7/24/2019 SM 809046-2015-Handout


Do the

expected

bene&its o&

externalsearch

exceed the

expected

costs:

N.

;ES

0ene&its

obtained,inancial

's$choloical

'h$sical

'roduct

Terminate

search e&&ort

(ontinue

search e&&ort

(osts o& search.ut-o&-pocket

expenses

's$choloical

TimeActi!ities missed


A l l

A l t e r n a t i ! e s

A l l

A l t e r n a t i ! e s

3#aluation o!Alternati#es

7/24/2019 SM 809046-2015-Handout


3 # o k e d S e t A c t i v e l y

C o n s i d e r e d

3 # o k e d S e t A c t i v e l y

C o n s i d e r e d

I n e r t S e t N o t E n t e r i n g

C o n s i d e r a t i o n

I n e r t S e t N o t E n t e r i n g

C o n s i d e r a t i o n

" n e p t S e t A w a r e o f , B u t W o u l d N o t B u y

" n e p t S e t A w a r e o f , B u t W o u l d N o t B u y

' e t r i e # a l

S e t

' e t r i e # a l

S e t

$ r o m i n e n t

$ r o d u c t s i n

3 n # i r o n m e n t

$ r o m i n e n t

$ r o d u c t s i n 3 n # i r o n m e n t


Alternati#e 3#aluation andSelection $rocess

7/24/2019 SM 809046-2015-Handout


E!aluati!e

(riteria

"mportance

o& (riteria

Alternati!es(onsidered

3#aluation

o!Alternati#es on 3achCriterion

DecisionRules

Applied

Alternati!e

Selected


=valuative Criteria are the

$roduct Choice+Selecting Among

Alternati#es

7/24/2019 SM 809046-2015-Handout



=valuative Criteria are thedimensions used to Fudge themerits o# ompeting options.

he attri+utes atuall- used todierentiate among hoies are eterminant %ttri+utes.

Mar)eters an eduate onsumersa+out a ne* deision riterion.

Con5uncti#e+ Select 0rands that surpass a

Decision 'ulesUsed 0y Consumers

7/24/2019 SM 809046-2015-Handout



Con5uncti#e+ Se ec 0 a ds a su pass a

minimum le#el on each rele#ant e#aluati#ecriterion,

Dis5uncti#e+Select 0rands that surpass asatis!actory le#el on any rele#ant e#aluati#ecriterion,

3limination()y(Aspects+ 'ank the

e#aluati#e criteria in terms o! importance andesta0lish satis!actory le#els !or each, Start withthe most important attri0ute and eliminate all0rands that do not meet the satis!actory le#el,

Le6icographic+ 'ank the e#aluati#e criteria

Decision 'ulesUsed 0y Consumers 8cont,9

7/24/2019 SM 809046-2015-Handout



Le6icographic+in terms o! importance, Start with the mostimportant criterion and select the 0rand thatscores highest on that dimension, I! two or

more 0rands tie7 continue through theattri0utes in order o! importance until one o!the remaining 0rands outper!orms the others,

Compensatory+ Select the 0rand that

pro#ides the highest total score when theper!ormance ratings !or all the rele#antattri0utes are added 8with or withoutimportance weights9 together !or each 0rand,

' r o d u c t

S i n a l

' r o d u c t

S i n a l

( o u n t r $

o & . r i i n

( o u n t r $

o & . r i i n

Heuristics are Mental Rules-of-ThumbThat Lead to a Speedy Decision.

euristics

7/24/2019 SM 809046-2015-Handout


CommonHeuristics

' r i c e 5 < u a l i t $

R e l a t i o n s h i p ' r i c e 5 < u a l i t $

R e l a t i o n s h i p

0 r a n d

L o $ a l t $ 0 r a n d

L o $ a l t $

((

# a r k e t

0 e l i e & s # a r k e t

0 e l i e & s

0 r a n d

N a m e s 0 r a n d

N a m e s

R e t a i l

. u t l e t s R e t a i l

. u t l e t s

SM 80.9046 "8$Consumer Behaviour

Am0ient

Store Atmosphere Indi#idual Characteristics

'esponse

Store Atmosphereand Shopper )eha#iour

7/24/2019 SM 809046-2015-Handout


Am0ientConditions

Temperature Air 9ualit$

Noise #usic .dour

$hysical

ConditionsLa$out E9uipment (olors

,urnishins Space

SocialConditions

(ustomer (haracteristics

Number o& (ustomers Sales ,orce (haracteristics

Sym0olsSins '-.-' Displa$s

Decor St$le

Sales$ersonnel(areer ob6ecti!es Trainin 'ersonal

Situation Social (lass Stae in ,L(

ConsumersLi&est$le Shoppin.rientation Staein ,L( Situation

ConsumersEn6o$ment Time in Store

"tems Examined "n&ormation Ac9uired

'urchases Satis&action

Sales$ersonnel

#ood E&&ort (ommitment Attitude

/nowlede Skill


Displa$s

In(Store In:uences that ImpactAlternati#e 3#aluation and

$urchase

7/24/2019 SM 809046-2015-Handout


Alternati!e

E!aluation

'rice

Reductions

Sales

'ersonnel

Stockouts

Store

La$out

Modi!y

Intended$urchase)eha#iou

r

SM 80.9046 "8%Consumer Behaviour

/ostHpurhaseConsiderations

1eelings o# satis#ation or

7/24/2019 SM 809046-2015-Handout



gdissatis#ation due to produtper#ormane are natural outomes.

istinguish +et*een: Instrumental per#ormane: he utilitarian

per#ormane o# the produt =$pressive /er#ormane: he soial or

ps-hologial aspets o# the produt

Satis#ation is a #untion o#e$petations rather than o# atualprodut per#ormane.

Nonuse'ostpurchaseDissonance

'urchase

$ost(purchase Consumer)eha#iour

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Nonuse

(ompliant

0eha!iour

'roduct

Disposal

Dissonance

(ommitted

(ustomers

Repeat

'urchases

"ncreased

+se

0rand

Switchin

Discontinued

+se

+sae

E!aluation

Satis&action


$roduct

1 t id & it

$roduct DispositionAlternati#es

7/24/2019 SM 809046-2015-Handout


2et rid o! itpermanently

1et rid o& ittemporaril$

-eep it

Con#ert it

to ser#enewpurpose

+se it toser!e

oriinalpurpose

Store it Loan itRent it

Rec$cleit

Throw itawa$

1i!e itawa$

Trade it Sell it

To be)re*sold

To beused

Tomiddleman

Throuhmiddleman

Direct toconsumer


Committed Customers

7/24/2019 SM 809046-2015-Handout


(ommitted(ustomers


Dissatis&action

Dissatis!action 'esponses

7/24/2019 SM 809046-2015-Handout


Take action%ake noaction

Less &a!ourableattitude

(omplain topri!ate or

o!ernment

aencies

"nitiate

leal

action

2arn

&riends

Stop bu$in

that brand

or store

(omplain to

store or

manu&acturer

SM 80.9046 "9"Consumer Behaviour

(o* do Consumers Gudge Satis#ation?

=$petations: antiipation or preditions o##uture events

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#uture events. =$petan-Hison2rmation Model o#

Satis#ation:

dison2rmation o# preHonsumption e$petations isthe )e- in>uene on onsumer satis#ation. /ositive dison2rmation: per#ormanes e$eed

e$petations negative dison2rmation: e$petations are not met

Ceiling >oor eet: 5er- high e$petations @eilingA are more li)el- to

result in negative dison2rmation and ver- lo* e$petations @>oorA in positive dison2rmation.

% Simpli2ed =$petan-Hison2rmation 1rame*or)

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(o* do Consumers Gudge Satis#ation?

Soures o# e$petations inlude:

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memories o# past e$perienes" *ordHo#Hmouthommuniations" third part- in#ormation" ultural milieu.

=$petations var- in a+stratness"omple$it-" aessi+ilit-. ative e$petations passive e$petations

Satis#ation is a proess e$tending

aross the entire onsumptione$periene.

esires asa Satis#ation Standard

esires model o# satis#ation

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Satis#ation is a #untion o# theonsumer’s assessment o# the degree to *hih a produt meets or e$eeds his

or her desires" the outome +eing alled desires ongruen-

esires are levels o# produts’ attri+utes and +ene2ts that a onsumer

+elieves *ill lead to" or are onneted *ith" higherHlevel values.

1airnessas a Satis#ation Standard

1airness

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/ereptions o# #airness aet onsumers’ satis#ation

(omans’s rule o# Fustie prolaimsparties’ re*ards in e$hanges *ith othersshould +e proportional to their investments @or lossesA

hree dimensions o# #airness and

satis#ation, dissatis#ation istri+utional #airness proedural #airness interational #airness

Satisfaction 4ana3ement

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* n d

to mana3

our custom rs1

'p ctations!

;eture utline

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Jroup Bu-ing eision

Jroup Bu-ingeision

/urhase <oles

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/urhase <oles -pes o# /urhase

-nami o# Jroup eision

Jroup /urhase <oles

Initiator@sA

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@ A In#ormation Jatherer@sA

In>uener@sA eision Ma)er@sA /urhaser@sA ser@sA

Types of Purchase

Ee*Htas) Bu-ing @the most diult and

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SM 80.9046 Consumer Behaviour #0"

- gomple$ +u-ing situationA" *hih is the2rstHtime purhase o# a maFor produt.

Straight <e+u-. his is a routine" lo*Hinvolvement purhase. Modi2ed <e+u-. he +u-ing situation

is some*here +et*een the other t*o in

terms o#: he time and people involved" thein#ormation needed" and the loation o#+u-ing authorit-.

-namis o# Jroupeision Ma)ing

SomeoneH

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SM 80.9046 Consumer Behaviour #0#

ominated Goint

=!ual S-nretism

%utonomi Solitar- nilateral

1ators %eting /urhase<oles

Culture 3 Su+ulture

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Culture 3 Su+ultureeterminants

<ole Speialisation Involvement /ersonal Charateristis

Con>it <esolution

Bargaining

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SM 80.9046 Consumer Behaviour #0$

g g Impression Management

se o# %uthorit- <easoning /la-ing on =motion %dditional In#ormation

Session ': ;etureutline

Impulsive Bu-ing Behaviour

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Consumer 1antasies" 1eeling and1un

ar) Side o# the Consumer Consumer %+use 3 Critial

Mar)eting Mar)eting =this 3 /u+li /oli- Consumer <esearh 3 =this

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SM 80.9046 Consumer Behaviour #0%

.mpuls %u)in3

Impulse /urhases

Impulse purhases our *hen onsumerse$periene a sudden o#ten po*er#ul and persis

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e$periene a sudden" o#ten po*er#ul" and persistent emotional urge to +u- immediatel-.

Impulse purhases also entail a sudden mental

math +et*een the meaning o# a produt and aonsumer’s sel#Honept.

Impulse purhases do not on#orm to eonomiman or deisionHma)ing man perspetives.

he impulse to +u- is hedoni @pleasureHsee)ingA.In some ases" impulse purhase +ehaviour is ompulsive and represents a 7dar)side8 o# onsumer +ehaviour.

Sel#HJi#ts

In sel#Hgi#ts" onsumers give to themselves. Sel# gi#ting o#ten ours in in the onte$t o#

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Sel#Hgi#ting o#ten ours in in the onte$t o#personal aomplishment" distress" orholida- oasion.

*o t-pes o# sel#Hgi#t e$perienes arere*ard and therapeuti sel#Hgi#ts.

Sel#Hgi#ts are a #orm o# personal" s-m+olisel#Hommuniation.

In terms o# outomes" sel#Hgi#ting anpositivel- enhane sel#Honept" onsisten-" or esteem.

he ar) Side o#Consumer Behaviour

%dditive Consumptioni +li

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Cigarette" Jam+ling" Internet" et. Compulsive Consumption

Born to Shop" Shopaholi Illegal %tivities

Consumer he#t Consumption o# Counter#eit /roduts Illegal Consumption: /rostituted"

Stolen

Consumers

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Consumers

&

4ar+eters

Critial Mar)eting

Customer Satis#ation 5S.

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SM 80.9046 Consumer Behaviour #1"

Customer Satis#ation 5S.Customer Sedution?

Customer <elationship 5S.Customer Captivit-?

.???

4ar+ tin3 $thics

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SM 80.9046 Consumer Behaviour #1#

*hat is it

an)a)

/u(lic /olic)

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2o Consum rs

5 d to %

/rot ct d

Consumer <esearh

raditional 5ie*

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SM 80.9046 Consumer Behaviour #1$

%lternative 5ie* Inredulit- to*ard

Metanarratives Weloming /luralism

Sensitive to the ther eHentring (uman Su+Fet

Eote

here is no limit to the

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*a-s in *hih the

*orld an +einterpreted.

Consumer <esearh=this

(o* #ar an *e go to stud-

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(o* #ar an *e go to stud-onsumer +ehaviour?

Consumer /riva-

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SM 809046-2015-Handout

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