Consumer Behavior Chapter 6 What is Consumer Behavior
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” n n n Post-purchase anxiety Cognitive dissonance Can marketers do anything about it? Source: www. recoveringshopaholic. com
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
Marketing Mix • • Product Price Place Promotion Psychological Influences Consumer Decision. Making Process • • • Motivation Personality Perception Learning Values, Beliefs & Attitudes Lifestyle Problem identification Information search Evaluation of alternatives Purchase decision Post-purchase behavior Situational Influences • • • Purchase task Social surroundings Physical surroundings Temporal effects Antecedent states Sociocultural Influences • • • Personal influence Reference groups Family Social class Culture/Subculture
Situational Influences n n n Purchase task Social surroundings Physical surroundings Temporal effects Antecedent states Source: www. telegraph. co. uk
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 Source: www. adweek. com n Drive + Cue + Response → Reinforcement Making a connection between two or more ideas Brand Loyalty n Brand Keys- Top Brands
Top 20 Brands with Most Loyal Facebook Fans 1. St. Jude’s Hospital 2. Facebook 3. Google 4. Walt Disney World 5. Aldi 6. Xbox 7. Starbucks 8. Google Chrome 9. Duncan Hines 10. Adobe Photoshop 11. Tim Horton’s 12. Hershey 13. In-N-Out Burger 14. Dove Chocolates 15. NFL 16. Portillo’s 17. Bravo 18. Dineyland 19. Dollar Tree 20. AMC Theater Source: http: //blog. louddoor. com/blog/bid/259992/Top-20 -Brands-with-the. Most-Loyal-Fans-on-Facebook/
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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