Chapter 5 CONSUMER BEHAVIOR

1
Chapter 5CONSUMER BEHAVIOR
2
Consumer Behavior Self Analysis

• What kind of product did you buy? Brand name?
• Why did you buy the product? What triggered the
  desire to make the purchase?
• What other brands did you consider purchasing?
• What information sources were consulted before
  making the purchase?
• What information sources were most influential
  and why?
• Why did you choose the brand you purchased (what
  criteria did you base your decision on)?

3
I. What is Consumer Behavior?

• Consumer behavior is the study of how and why
  people acquire and use products for themselves
  and/or their household.

4
II. Why Should Marketers Study Consumer Behavior?

• To better understand the customer
• To develop better marketing mix strategies

5
Consumer Decision Making Process
6
III. Stages in Consumer Decision Making Process

• Problem Recognition - recognizes a need for
  something
• (discrepancy between actual and desired state)
• Information Search searches for alternatives to
  satisfy the need
• (internal and external sources)
• Alternative Evaluation evaluates alternatives
• (evaluative criteria)
• Purchase Decision selects alternative which
  bests meets evaluative criteria
• Postpurchase Evaluation reevaluates product as
  he/she uses it
• (cognitive dissonance)

7
What New Car Buyers Consider Important
8
IV. Three Levels of Consumer Decision Making

• Extended Problem Solving
• high involvement purchase
• high perceived risk
• Routine Problem Solving
• low involvement purchase
• low perceived risk or
• purchase from habit or brand loyalty
• Limited Decision Making

9
FIGURE 5-4 Influences on the consumer purchase
decision process from both internal and external
sources
5-9
10
V. Psychological Influences

• Looks at the consumer as an individual
• Motivation
• Perception
• Learning
• Attitudes

11
Motivation

• Motivation is the energizing force that causes a
  person to take action to satisfy a need.
• Maslows Hierarchy

12
(No Transcript)
13
Perception

• Perception is the process in which an individual
  picks up information through their senses,
  organizes it, and assigns it meaning.
• Selective Perception tendency to perceive only
  a portion of the marketing communications we are
  exposed to.

14
Learning

• Learning is a change in a persons thought
  processes caused by prior experience.
• Our experience with product usage, our shopping
  experiences, and what we learn through media all
  influence our behavior as consumers.

15
Attitudes

• A learned predisposition to respond in a
  consistently favorable or unfavorable manner
  toward an object, person, or behavior.
• Attitudes are shaped by our beliefs
• Three approaches to change consumer attitudes
• Change beliefs about the extent to which a brand
  has certain attributes
• Change the perceived importance of attributes
• Add new attributes to the product
• Attitudes tend to be enduring

16
VI. Sociocultural Influences

• Our consumer behavior is affected by our
  relationships with other people.
• Family
• Reference Groups
• Culture and Subculture

17
Family

• How does the family affect consumer behavior?
• (consumer socialization)
• Family Life Cycle
• Who is the Decision Maker
• (Husband dominant, wife dominant, and joint
  decision making)

18
(No Transcript)
19
Reference Groups

• People to whom an individual looks as a source of
  personal standards.
• Most important determinant of reference group
  influence -Products conspicuousness
• Three types of reference groups
• membership group
• aspiration group
• dissociative group

20
Culture

• The set of values, ideas, and attitudes that are
  learned and shared among the members of a group
  or society.
• Examples American culture, Latin American
  culture, Japanese culture

21
Subculture

• Subgroups within a larger culture that have
  unique values, ideas, and attitudes
• Racial/ethnic subcultures
• Age subcultures
• Regional subcultures

22
VII. Situational Influences

• Consumers are influenced by the circumstances
  surrounding the purchase of a product.
• physical surroundings
• social surroundings
• purchase task
• time availability