Consumer Behavior Chapter 6
What is Consumer Behavior? n “Describes how consumers make purchase decisions and how they use and dispose of goods and services, and also analyzes the factors that influence purchase decisions. ”
The Decision-Making Process Problem Recognition Information Search Evaluation of Alternatives Purchase Post-Purchase Behavior
Problem Recognition n Difference between ideal state and actual state n Nike n College
Information Search n n n Internal Search External Search How much research? n Perceived risk Knowledge Prior experience n Interest n n n What resources aided you in choosing a college?
Evaluation of Alternatives n Evaluative criteria n Leads to the Formation of an Evoked Set n College
Purchase Decisions n Where to buy? n When to buy?
Post-purchase Behavior n n Expectation comparison “Buyers remorse” Post-purchase anxiety n Cognitive dissonance n n Can marketers do anything about it?
Involvement n High v. Low Involvement n n n Routine Problem Solving n n Milk Limited Problem Solving n n High Low Restaurant Extended Problem Solving n Cars
Involvement & Marketing n Low Involvement n Leader n n Challengers n n Make quality product available and advertise it Break buying behaviors High Involvement n Leaders n n Make info available Challengers n Comparative advertising
Situational Influences n n n Purchase task Social surroundings Physical surroundings Temporal effects Antecedent states
Psychological Influences n n n Motivation Personality Perception Learning Values, Beliefs & Attitudes Lifestyle
Motivation & Personality n Maslow’s Hierarchy of Needs n n Must tune products to specific need-level Personality “A person’s consistent behaviors or responses to recurring situations. ” n National character n Self—concept n n Actual self v. Ideal self
Perception n n “The process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. ” Selective perception n Exposure v. comprehension v. retention Subliminal perception Perceived risk Source: http: //www. impactlab. net
Learning n Behavioral (Experiential) Learning n n Cognitive (Conceptual) Learning n n Drive + Cue + Response → Reinforcement Making a connection between two or more ideas Brand Loyalty
Top 20 Most Desired Brands- Men 1. Crest 2. BMW 3. National Geographic 4. Panasonic 5. Hyundai 6. Kleenex 7. Coca-Cola 8. Microsoft 9. Tide 10. Lexus 11. Apple 12. Bed Bath & Beyond 13. Ford 14. Animal Planet 15. Hitachi 16. Mercedes-Benz 17. Fed. Ex 18. Proctor & Gamble 19. Hallmark 20. Geico Source: http: //www. walletpop. com/2011/02/02/women-are-from-amazonmen-are-from-geico-worlds-most-desired/
Top 20 Most Desired Brands- Women 1. Johnson & Johnson 2. Sony 3. Kleenex 4. National Geographic 5. Master. Card 6. Google 7. Amazon 8. Visa 9. General Electric 10. Toshiba 11. Crest 12. Microsoft 13. Disney 14. Target 15. Tropicana 16. BMW 17. Febreze 18. Ford 19. Olay 20. Chase Source: http: //www. walletpop. com/2011/02/02/women-are-from-amazonmen-are-from-geico-worlds-most-desired/
Brand Loyalty- College Students n Brand Keys Inc. survey Based on Customer Loyalty Index (16, 000 people) n Looked at students’ habits before and after graduation n Almost 5, 000 students and post-grads surveyed n Students’ attitudes changed because of new environment and more income n
Brand Loyalty-College Students n Results Most loyal to n Least loyal to n Other notables: n
Values, Beliefs, & Attitudes n Values n n Beliefs n n What is important? “An organized pattern of knowledge that an individual holds as true. ” Attitudes n n “Learned tendency to respond consistently toward a given object. ” Shaped by beliefs and values
Involvement & Psychological Influences n Decision-making- High-involvement n n Beliefs → attitude → behavior Decision-making- Low-involvement n Beliefs → behavior → affect
Lifestyle n n Based on people’s activities, interests, and opinions VALS program n n Discusses 8 lifestyles Based on resources and self-orientation n Action, principles, and status Source: http: //www. e-flux. com
Sociocultural Influences n n n Personal influence Reference groups Family Social class Culture/Subculture
Personal Influence n Opinion Leaders n n Direct or indirect influence Word of mouth
Reference Groups n n Formal and informal groups that influence the buying behavior of the individual Two broad classifications n n n Primary Secondary Three types n n n Membership group Aspiration group Dissociative group Source: http: //wwwinsidesocal. com
Family Influence n n n Source: http: //foodhelp. wa. gov Consumer Socialization Family Life Cycle Family Decision Making
Social Class n Divisions within society along values, interests, and behavioral lines Upper, middle, and lower classes n Share certain characteristics n
Culture/Subculture n Subcultures are divisions of people with homogenous characteristics Age groups n Ethnic groups n
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