Chapter Overview

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Chapter Overview
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Consumer Buying Behavior

• Consumer purchase process
• Consumer buying environment
• Traditional factors affecting consumer buying
• Recent trends in consumer behavior

Discussion Slide
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Starbucks
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• Why are consumers willing to pay 2.00 for a cup
  of coffee?
• Who are Starbucks target markets?
• What is the marketing
• communication message
• Starbucks wants to convey?
• Why has Starbucks
• been successful?

Discussion Slide
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Consumer Decision-Making Process
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Information Search

• Internal search
• Evoked set
• External search

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External Search

• Factors Affecting Search
• 1. Ability to search
• 2. Motivation
• Level of involvement
• Need for cognition
• Shopping enthusiasm
• 3. Perceived costs
• 4. Perceived benefits

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Attitudes and Values Affect Information Processing
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Attitude

• An Attitude is a mental position taken toward a
  topic, person or event that influences the
  holders feelings, perceptions, learning
  processes and subsequent behaviors.

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Attitude 3 components

• Affective feelings/emotions
• Cognitive thinking/interpretations
• Conative intentions/actions

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Attitude Sequence

• Cognitive ? Affective ? Conative
• Affective ? Conative ? Cognitive
• Conative ? Cognitive ? Affective

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What emotion does this Pamper Wipes advertisement
solicit? Which attitude sequence would be the
most likely for this product?
Some things can be rough. Her wipe shouldnt
be one of them.
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Personal Values Help Shape Attitudes

• Values are strongly held beliefs about various
  topics or concepts.

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Personal Values

• Pleasure
• Salvation
• Security
• Self-fulfillment
• Self-respect
• Sense of belonging
• Social acceptance
• Wisdom

• Comfortable life
• Equality
• Excitement
• Freedom
• Fun, exciting life
• Happiness
• Inner peace
• Mature love
• Personal accomplishment

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Which personal values does this Aetna ad target?
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Information Processing

• Elaboration Likelihood Model (ELM)
• Central route cognitively process message
• Peripheral route other cues (e.g., music,
  background, colors, actors, etc.) influence
• Hedonic, Experiential Model (HEM)
• Central route
• Peripheral route
• Route depends on
• Motivation
• Ability

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Cognitive Map for Ruby Tuesdays
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Processing of new information Cognitive map

• Reinforce a current linkage.
• Modify a current linkage.
• Create a new linkage.

Click picture to play video.
What linkage is Miracle Whip attempting to create
or reinforce with this TV advertisement?
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Principles concerning processing of information
and cognitive mapping.

• Cognitive mapping enhances movement of messages
  from short-term memory to long-term memory.
• Most persuasive messages reinforce current
  linkages.
• Repetition is necessary to establish new
  linkages.
• Difficult to modify or create new linkages.

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Evaluation of Alternatives

• Evoked set method
• Evoked set
• Inept set
• Inert set
• Multiattribute approach
• Affect referral

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Discussion Slide

• How important is it for each of the following
  brands to be a part of a consumers evoked set?
• Advil (pain medicine)
• Head Shoulders (shampoo)
• Black Decker (power tools)
• C H (sugar)
• Smith Kline (attorneys)
• Halls (cough drops)
• Blockbuster (video rentals)
• Dr. Nelson (neurosurgeon)
• Andersen Consulting Services
• Pearle Vision (optical)

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Purchase Decisions

• May cause shifts from alternative chosen
• Temporary change in consumers situation.
• Desire for variety.
• Impulse purchase.
• Marketing communication material.
• Influence of friend or relative.

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Discussion Slide

• How likely is each of the following marketing
  material to alter your purchase decision for food
  items?
• An advertisement
• A coupon
• A sweepstake or contest offer
• A price-off offer
• An in-store display
• The food package
• A in-store sample
• A billboard

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Postpurchase Evaluation

• Evaluation of product performance.
• Cognitive dissonance.
• Impacts future purchases.
• Impacts word-of-mouth communications.

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Traditional factors affecting consumer purchasing
behaviors

• Demographics (age, gender, income, etc.)
• Heredity and home environment
• Family life cycle
• Life changing events
• Cultural environment
• Social environment
• Situational environment

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Discussion Slide
What makes this advertisement appealing to
teenagers? Is it an effective ad design?
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Family Life Cycle

• Single
• Newlyweds
• First families
• Divorce and mixed families
• Full nest
• Empty nest
• Remaining partner

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An advertisement directed to first families and
the arrival of a new baby.
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Discussion Slide
Who is the target of this State Farm
advertisement? Is it an effective
advertisement? Is there a difference between men
and women in how this advertisement is viewed?
Click image to enlarge.
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Common Reasons Purchases Are Made

• Products/services provide utility
• To satisfy physical needs
• To satisfy psychological needs
• To satisfy social needs
• To satisfy emotional needs
• To satisfy epistemic needs

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VALS Segments
Actualizers
High Resources
Principle-oriented
Action-oriented
Status-oriented
Fulfilleds
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers
Low Resources
VALS Segment Profiles http//www.sric-bi.com/VALS/

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Recent Trends AffectingConsumer Buying Behavior

• Changes in cultural values and attitudes
• Time pressure and busy lifestyle
• Cocooning
• Indulgences and pleasure binges
• Desire for excitement, fantasy
• Emphasis on health
• Clanning

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Seven Excuses for Not Eating Better

• How do the following excuses for not eating
  better, more healthful meals relate to the
  consumer trends just presented?
• Eating right costs too much.
• I cant fit in the recommended 5 daily servings
  of fruits and vegetables.
• I dont have time to eat right.
• My sweet tooth rules, so I cant eat well.
• I enjoy (or depend on) fast food too much to eat
  right.
• It doesnt matter because I take a vitamin pill.
• I eat too much to ever be able to eat right.

Source Seven Excuses for not Eating Better,
Tufts University Health Nutrition Letter, Dec.
1998, Vol. 16, No. 10, p. 8.
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Marketing to specific demographic and
international groups
STOP
INTEGRATED LEARNING EXPERIENCE

• Asian Consumer Marketing
• Http//www.apmforum.com/emerald/asian-consumer-mar
  keting.htm
• Women
• Http//www.women.com
• Senior citizens
• Http//online96.com/seniors
• Lesbian and gay community
• Http//www.planetout.com
• Hispanics
• http//www.hispaniconline.com/
• African-Americans
• Http//www.targetmarketnews.com

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Building Your IMC Campaign

• Describe the typical consumer decision process.
• Describe the typical attitude sequence.
• Think about the cognitive map.
• Investigate factors most likely to influence
  purchase decisions.
• How does the product fit into recent consumer
  trends?