Marketing Chapter 6 Consumer Behavior Gilbert A Churchill

Marketing Chapter 6 Consumer Behavior Gilbert A. Churchill, Jr. J. Paul Peter

Slide 6 -1 Consumer Behavior • “The thoughts, feelings, and actions of consumers and the influences on them that determine changes. ” • “The activities people engage in when selecting, seeking, purchasing, using, and disposing goods and services so as to satisfy needs and wants. ”

Slide 6 -2 Figure 6. 1 A Model of Consumer Buying Process Social Influences Marketing Influences Situational Influences Consumer Buying Process Need/problem Recognition Information Search Alternative Evaluation Purchase Decision Postpurchase Evaluation

Slide 6 -3 Figure 6. 2 Maslow’s Hierarchy of Needs Products Self-Actualization Needs: Self-Fulfillment Esteem Needs: Sta tus, Respect, Self-esteem Prestige Brands Auxiliary Needs: Friendship and Bel on s Club Membership Greeting Cards ging Safety Needs: Physical and Financial Se cu rity Physiological Needs: Food, Water, Rest, Sex, Air Courses Vacations, College ations Charitable Organiz Locks, Insurance Flour, Green Beans, Water Supply

Slide 6 -4 Information Search Internal Experiential Group Information Sources Public Marketing

Slide 6 -5 Alternative Evaluation Subjective Criteria Attitudes “Sporty Image” “Popular” “Great Stereo” “Rugged Image” Objective Criteria “Four Wheel Drive” “Ability to Tow 10, 000 lbs” “Compact Disc Player” “Seats Seven” Alternative Evaluation

Alternative Evaluation Purchase Decision r ate P h urc L ase Purchase Now Slide 6 -6 No t. P urc has e

Slide 6 -7 Figure 6. 4 Postpurchase Evaluation How Value Perceptions Can Influence Postpurchase Behavior High Value Satisfaction Low Value Dissatisfaction Loyalty Long Term Relationship Need Recognition Information Search, etc.

Slide 6 -8 Types of Consumer Buying Decisions Routine (automatic) Decision Making (milk, toothpaste) (50%) Less Involvement Limited Decision Making Extensive Decision Making (38%) (12%) (different candy) (home, car) More Involvement

Slide 6 -9 Table 6. 1 Characteristics of Three Types of Consumer Decision Making Types of Decision Consumer Involvement In Purchase Characteristics of Consideration Set Information Sources Consulted Consumer Involvement In Purchase Routine Low One of a few brands, sellers and product characteristics evaluated Internal sources used As little as possible Limited Moderate Several brands, sellers and product characteristics evaluated Internal and some external sources Some time invested Extensive High Many brands, sellers and product characteristics evaluated Internal and many external sources Much time invested

Slide 6 -10 Figure 6. 5 Influences on Consumer Behavior: Social Influences Marketing Influences Situational Influences • • • • Culture Subculture Social Class Reference Groups Family Product Price Placement Promotion Physical Surroundings Social Surrounding Time Task Momentary Conditions Consumer Buying Process

Slide 6 -11 Reference Groups Primary family, friends, neighbors Direct Secondary Reference Groups clubs, professional associations (influence behavior) Aspirational Chicago Bulls Indirect Nonaspirational Leather-jacket bikers

Slide 6 -12 The Family Life Cycle series of life stages defined by a combination of age, marital status, children Young divorced without children Young single* Young married without children* Middle-aged divorced without children Middle-aged married without children Young married with children* Middle-aged married without dependent children Young divorced with children Middle-aged divorced without dependent children Older married* * Older unmarried* Usual flow Recycled flow Traditional flow

Slide 6 -13 Figure 6. 5 Influences on Consumer Behavior: Marketing Influences Social Influences Marketing Influences Situational Influences • • • • Culture Subculture Social Class Reference Groups Family Product Price Placement Promotion Physical Surroundings Social Surrounding Time Task Momentary Conditions Consumer Buying Process

Slide 6 -14 Figure 6. 5 Influences on Consumer Behavior: Situational Influences Social Influences Marketing Influences Situational Influences • • • • Culture Subculture Social Class Reference Groups Family Product Price Placement Promotion Physical Surroundings Social Surrounding Time Task Momentary Conditions Consumer Buying Process