Marketing Multiple Choice and Short Answer Questions
© 2012 McGraw-Hill Ryerson Ltd.
Consumer Behaviour
Chapter
3
Copyright 2009, McGraw-Hill Ryerson
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Copyright 2009, McGraw-Hill Ryerson
© 2012 McGraw-Hill Ryerson Ltd.
Learning Objectives
- Describe the stages in the consumer decision process
- Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving
- Describe how situational influences affect the consumer purchase decision process
- Explain how psychological influences affect consumer behaviour, particularly consumer purchase decision processes
- Identify major socio-cultural influences on consumer behaviour and their effects on purchase decisions
- Discuss the importance of culture and subculture in determining consumer behaviour
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Influences on Consumers’ Purchase Decisions
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Consumer Purchase Decision Process
What lies behind the purchase
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LO 1
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Problem Recognition
Realization that a big enough difference exists between:
- What one has, and
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- What one would like to have
LO 1
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Information Search
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LO 1
Marketer-Dominated Sources
Personal Sources
Public Sources
Internal
External
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Alternative Evaluation
Evaluative criteria
- Objective attributes
- Subjective attributes
Marketers try to identify the evaluative criteria and include them in the marketing mix to create customer value
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LO 1
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Purchase Decision
Three Decisions
- The chosen brand
- From whom
- When
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LO 1
Technology has had an effect on all stages of the Consumer Purchase Decision Process
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Post-Purchase Decision
- Consumers’ comparison of purchase to expectations
- Important to be sensitive to consumers’ consumption behaviour
- Resolving customer issues can avoid their complaints on the internet and in social media
- Good customer support/help available
- Help them avoid cognitive dissonance
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LO 1
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Post-Purchase Decision
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Satisfaction Buyers tell 3 others
Dissatisfaction Buyers tell 9 others
LO 1
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Involvement & Problem-Solving Variation
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LO 2
Influences Level of
Purchase Involvement
Level of Personal?
Social?
Economic?
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Problem-Solving Variations
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LO 2
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Influences on the Consumer Purchase Decision Process
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LO 3
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The Purchase Decision Process
Women: “How do most young men in this class decide to buy a new pair of dress shoes?”
Men: “How do most young women in this class decide to buy a new pair of dress shoes?”
In-class exercise:
Men vs. women
Map out the decision-making process of the opposite sex for dress shoes.
Discuss process, results, accuracy.
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© 2012 McGraw-Hill Ryerson Ltd.
Psychological Influences on Consumer Behaviour
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LO 4
Motivation
Values, Beliefs, Attitudes
Lifestyle
Personality
Learning
Perception
Psychological Influences
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Motivation
Motivation is the energizing force that stimulates behaviour to satisfy a need.
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LO 4
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Motivation
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LO 4
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Maslow’s Hierarchy of Needs (tweaked)
Many different models of human motivation.
There have been criticisms of Maslow, saying it’s too Western and individualistic: http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs
Still lots of supporters.
Students will study other models in their 4 years at MRU.
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© 2012 McGraw-Hill Ryerson Ltd.
Personality
Personality characteristics are often revealed in self-concept:
- The way people see themselves
- They way they believe others see them
- Men are becoming more concerned with body image and grooming
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LO 4
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Perception
- Selective perception
- Selective exposure
- Selective comprehension
- Selective retention
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Helps to create a meaningful picture of the world
LO 4
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Perception
- Perception creates perceived risk
- Perceived risk affects information search
- Marketers can reduce perceived risk
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LO 4
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Learning
- Learning is a continual process for consumers
- Behaviours evolve as a response to repeated experience and reasoning
- For example:
which sources to use for information
which evaluative criteria to use
how to make purchase decisions
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LO 4
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Behavioural Learning
- Developing automatic responses from repeated exposure to a situation
- Four variables:
A drive
A cue
A response
Reinforcement
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red can
LO 4
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Behavioural Learning
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Hungry
Billboard
“Tastes great!”
Buy a burger
Cue
Drive
Reinforcement
Response
LO 4
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Behavioural Learning
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“I feel sick!”
Negative Reinforcement
LO 4
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Behavioural Learning
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iPod®
iPhone®
iTouch®
Stimulus Generalization
Launch new products with common
brand names
LO 4
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Behavioural Learning
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Stimulus Discrimination
Automobiles
Consumers’ ability to perceive differences between similar products
High-involvement purchase
LO 4
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Cognitive Learning
- Learning through thinking, reasoning, and mental problem-solving
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LO 4
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Brand Loyalty
- Positive reinforcement repeatedly creates habit formation
- Habit Brand loyalty
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LO 4
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Values, Beliefs and Attitudes
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Personal values
Beliefs
Favourable or unfavourable attitudes
LO 4
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Attitude Change
- Changing beliefs about the extent to which a brand has certain attributes
- Changing the perceived importance of attributes
- Adding new attributes to the product
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LO 4
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Lifestyle
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Activities, interests, and opinions
LO 4
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LO 4
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Sociocultural Influences on Consumer Behaviour
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Personal
Socio-cultural Influences
Culture
Family
Subculture
Reference groups
LO 5
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Personal Influence
Purchases are often influenced by:
- Opinion leaders
- Word of mouth
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LO 5
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Opinion Leadership
The challenge:
- Identify the opinion leaders
- Reach the opinion leaders
- Influence the opinion leaders
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LO 5
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Word of Mouth
- Buzz marketing
- Viral marketing
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LO 5
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Reference Groups
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Membership Groups
Dissociative Groups
Aspiration Groups
Reference Groups
LO 5
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Reference Groups and Opinion Leaders
People act differently in groups than they do on their own
- Reference group
- Conformity (group pressure)
- Sex roles
- Opinion leaders
- Peer influencers & the Internet
Who do you ask for advice before making a purchase or decision?
Which websites do you visit for which kinds of products?
Do celebrities influence your decisions?
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Family Influences
- Consumer socialization
- Family lifecycle
- Family decision-making
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LO 5
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Subculture
- The most prominent subcultures are often racial or ethnic
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LO 6
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Canada
- A nation of many faces, as ethnic groups continue their many unique traditions, languages, and values
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LO 6
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Canadian Subculture
- French-Canadian: 30% of population
- Chinese-Canadian: 3.5% of population
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Very different consumer behaviour which may result in ethnic-specific marketing programs
LO 6
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Global Cultural Diversity
- Global marketing requires cross-cultural analysis
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LO 6
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Global Marketing Success
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- A thorough cross-cultural analysis will force an understanding of the country’s:
Values
Customs
Symbols
Language
LO 6