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ConsumerBehaviorCh03.pptCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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Chapter 3
Consumer Behavior
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Figure 3.1 - An Overview of the Buying Process
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Social Influences on Consumer Decision Making
Culture
Influences an individual’s needs, wants, and behavior
Determinant of certain aspects of consumer behavior
Cultural values are transmitted through:
Family
Religious organizations
Educational institutions
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Culture and Subculture
Marketing managers should:
Adapt the marketing mix to cultural values
Constantly monitor value changes and differences in both domestic and global markets
Subcultures
Arise when a population loses a significant amount of its homogeneity
Based on geographic areas, religions, nationalities, ethnic groups, and age
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Social Class
Develops on the basis of wealth, skill, and power
Tends to have different attitudinal configurations and values that influence the behavior of individual members
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Social Class: Classification
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- Differentiated mainly by having high incomes
Upper Americans
- Concerned with doing the right thing and buy what is popular
Middle class
- Family folk and who depend heavily on relatives for economic and emotional support
Working class
- Have the lowest education levels and resources, and lie at the bottom of the social class hierarchy
Lower Americans
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Reference Groups
Groups that an individual looks to when forming attitudes and opinions
Primary reference groups - Family and close friends
Secondary reference groups - Fraternal organizations and professional associations
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Families
Important as reference groups
Family life cycle: Framework that divides the development of a family into a number of stages
Based on the needs, assets, debts, and expenditures that change with time
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Marketing Influences on Consumer Decision Making
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- Brand name, quality, newness, complexity, physical appearance of the product, packaging, and labeling information
Product influences
- Sales depend on consumer attitude, product attributes
Price influences
- Advertising, sales promotions, salespeople, and publicity
Promotion influences
- Convenience in buying
- Products being sold at exclusive outlets
- Products being offered by non store methods
Place influences
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Situational Influences on Consumer Decision Making
Factors particular to a time and place that have a demonstrable and systematic effect on current behavior
Physical features: Geographical and institutional location, decor, sounds, aromas, lighting, weather, and visible configurations of merchandise or other materials
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Situational Influences on Consumer Decision Making
Social features: Other persons present, their characteristics, their apparent roles and interpersonal interactions
Time: Temporal dimension of a situation
Task features: An intent or requirement to select, shop for, or obtain information about a general or specific purchase
Current conditions: Momentary moods and conditions that influence consumer behavior
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Psychological Influences on Consumer Decision Making: Product Knowledge
Product knowledge: Amount of information a consumer has about particular products and ways to purchase them
Influences:
How much information is sought to make a purchase
How quickly a consumer goes through the decision-making process
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Psychological Influences on Consumer Decision Making
Product involvement: Consumer’s perception of the importance or personal relevance of an item
High-involvement product - Consumers develop a high degree of product knowledge
High degree of product involvement - Increases the time it takes to go through the decision-making process
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Figure 3.2 - The Consumer Decision-Making Process
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Types of Decision Making
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- Requires the most time and effort since the purchase typically involves a highly complex or expensive product that is important to the consumer
Extensive decision making
- Requires a moderate amount of time and effort to search for and compare alternatives
Limited decision making
- Involves little in the way of thinking and deliberation
Routine decision making
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Need Recognition
Consumer’s recognition of an unsatisfied need is the starting point in the buying process
Stimulated by either internal or external stimuli
Marketing managers must find out:
What needs and wants a particular product satisfies
What unsatisfied needs and wants consumers have for which a new product could be developed
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Abraham Maslow’s Hierarchy of Needs
Self-actualization needs
- Desire to become everything one can become and fully realize talents and capabilities
Esteem needs
- Awareness of importance to others and actual esteem from others
Belongingness and love needs
- Social and gregarious nature of humans and the need for companionship
Safety needs
- Protection from physical harm, ill health, and economic disaster and avoidance of the unexpected
Physiological needs
- Primary needs of the human body such as food, water, and sex
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Alternative Search
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- Consumer’s stored information and experience for dealing with a particular need
Internal sources
- Communication with other people
Group sources
- Advertising, salespeople, dealers, packaging, and displays offered by marketers
Marketing sources
- Newspaper articles, and independent ratings of the product
Public sources
- Information a consumer gets from handling, examining, and while shopping for a product
Experiential sources
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Steps in Individual Information Processing
Exposure to information
Becoming attentive to the information
Understanding the information
Retaining the information
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Alternative Evaluation Process
Consumer has information about a number of brands in a product class
Consumer perceives that some of the brands in a product class are viable alternatives for satisfying a recognized need
Each of these brands has a set of attributes
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Alternative Evaluation
Set of these attributes is relevant to the consumer
Consumer perceives that different brands vary in how much of each attribute they possess
Consumers prefer brands that have desired attributes in desired amounts and desired order
Brand the consumer likes best is the brand the consumer will intend to purchase
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Purchase Decision
Involves
Product type
Brand
Model
Dealer selection
Method of payment
Consumers minimize their risk by reducing:
Negative consequences
Uncertainty
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Postpurchase Evaluation
Probability of repurchase increases if the product fulfills the need for which it was purchased
Cognitive dissonance: Lack of harmony among a person’s thoughts after a decision has been made
Related to the occurrence of postdecision dissonance
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Postpurchase Evaluation
Disconfirmation paradigm: Views consumer satisfaction as the degree to which the actual performance of a product is consistent with expectations a consumer had before purchase
Related to the occurrence of postpurchase satisfaction
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Postpurchase Evaluation
Marketers should not raise prepurchase expectations to such a level that the product cannot possibly meet them
Creating positive expectations consistent with the product’s likely performance is important
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