CHAPTER 5 Consumer Behavior

Consumer Behavior
Readings: Flat World
Chapters 10, 3,
Primary and Secondary Research (
http://www.allbusiness.com/marketing/market-researc
h/1310-1.html
)
Skill Soft:
MKT0203: Competitive Factors in Strategic Marketing
WGU Library E-Reserves
Figure 8.2 Types of Primary Research (Contemporary
Marketing pg. 251)
 CHAPTER 5 Consumer Behavior

ConsumerbehaviorProcessthroughwhich
buyersmakedecisions.
Marketersborrowextensivelyfrom
psychologyandsociologytobetterunderstand
consumerbehavior.
Consumerbehaviorisusuallyunderstoodasa
functionofinterpersonalinfluencesandpersonal
factors.
 CHAPTER 5 Consumer Behavior

INTERPERSONAL DETERMINANTS
OF
CONSUMER BEHAVIOR
CULTURAL INFLUENCES
CultureValues,beliefs,preferences,andtasteshandeddownfromone
generationtothenext.
Cultureisabroadenvironmentaldeterminantofbehavior.

Core Values in U.S. Culture

Workethicanddesiretheaccumulatewealth.
Importanceoffamilyandhomelife.
Individualism,education,freedom,youth,health,andothers.
Consumersareadoptingnewvaluesascommunicationtechnology
changes.
 CHAPTER 5 Consumer Behavior

International Perspective on Cultural Influences

Successfulstrategiesinonecountrymaynotextendtoothers.
Example:McDonaldsallowslocalmanagerstoruntheirown
advertisingcampaignstailoredtothepreferencesoftheircustomers.

Subcultures
Groupswithinaculturethathavetheirownmodesofbehavior.
InU.S.subculturescandifferbyethnicity,nationality,age,ruralversus
urbanlocation,religion,andgeographicdistribution.
PopulationmixinU.S.ischangingastheHispanic,AfricanAmerican,and
Asianpopulationsgrow.
CHAPTER 5 Consumer Behavior
 CHAPTER 5 Consumer Behavior

HispanicAmericanConsumers
FortyeightmillionHispanicsinU.S.arenothomogenous.
AcculturationthedegreetowhichnewcomershaveadoptedU.S.culture
shapesconsumerbehavior.
DespitedifferencesamongthevariousHispanicsegments,theHispanic
marketingeneralislargeandfastgrowing.
Someotherimportanttrendsformarketerstoconsider:
Hispanicscontrolmoredisposableincomethananyotherminority
group,afigureexpectedtohit$1.3trillionby2012.
Duringrecentyears,largeconsumergoodscompanieshave
investedhugesumsinadvertisingtoHispanicconsumers,inboth
EnglishandSpanish.
Hispanicfamiliestendtobesomewhatlargerthanthoseofother
populationgroups.Theyalsotendtobeyounger,sodeathsdont
balanceoutbirths.
 CHAPTER 5 Consumer Behavior

AfricanAmericanConsumers
Thirtyeightmilliontoday;expectedtogrowtomorethan61millionby
2050.
Buyingpowerexpectedtobe$1.1trillionby2012.
Aswithothersubcultures,demographicfactorssuchasage,language,and
educationallevelallaffecthowmarketersappealtodifferentsegmentsofthe
AfricanAmericansegment.
AsianAmericanConsumers
Morethan14millionAsianAmericansarespreadamong
culturallydiversegroups.
AsianAmericanconsumersareexpectedtowield$670billioninbuying
powerby2012.
Manyculturallydiversesegmentswithinthisgroup,includingChinese,
Filipinos,Japanese,Koreans,Indians,Vietnamese,andothers.
Marketerstodayareworkingtobetterunderstandtheneedsofthismarket.
 CHAPTER 5 Consumer Behavior

SOCIAL INFLUENCES
Everyonebelongstomultiplesocialgroups:family,neighborhood,clubs,
andsportsteams.
Groupmembershipinfluencesbuyingdecisions.
Groupsestablishnormsofbehaviorvalues,attitudes,andbehaviorsthata
groupdeemsappropriateforitsmembers.
Differencesinstatusandroleswithingroupsalsoinfluencebehavior.
SomeAmericansmakepurchasestoenhancetheirstatuswithinsocial
groups,andothersworktoreducetheirconsumptiondramatically.

The Asch Phenomenon

TheoryofpsychologistS.E.Aschthatindividualsconformtomajority
rule,evenifthatmajorityrulegoesagainsttheirbeliefs.
 CHAPTER 5 Consumer Behavior

Reference Groups
ReferencegroupsPeopleorinstitutionswhoseopinionsarevaluedandto
whomapersonlooksforguidanceinhisorherownbehavior,values,and
conduct,suchasfamily,friends,orcelebrities.
Influenceofreferencegroupdependsontwoconditions:
Purchasedproductmustbeseenandidentifiable.
Purchasedproductmustbeconspicuous,somethingnoteverybody
owns.

Social Classes
Sixclasses:upperupper,lowerupper,uppermiddle,lowermiddle,
workingclass,lowerclass.
Incomenotalwaysaprimaryfactor.
Individualsbuyinghabitssometimesreflecttheclasstowhichtheyaspire.
 CHAPTER 5 Consumer Behavior

Opinion Leaders
OpinionleadersTrendsetterswho
purchasenewproductsbeforeothersina
groupandtheninfluenceothersintheir
purchases.
Individualstendtoactasopinionleaders
forspecificgoodsorservices.
Informationsometimesflowsfrommass
mediatoopinionleaderstoconsumers;
sometimesflowsdirectlytoconsumers.
 CHAPTER 5 Consumer Behavior

FAMILYINFLUENCES
Likeotherinfluences,familieshavenormsofexpectedbehavior,status
relationships,androles.
Familystructurechanging.
Onlyabouthalfofallhouseholdsareheadedbymarriedcouples.
Manycouplesareseparatedordivorced,sosingleheadsofhouseholds
aremorecommon.
 CHAPTER 5 Consumer Behavior

FAMILY INFLUENCES
Fourrolesofspouses:
Autonomicrolepartnersindependentlymakeanequalnumberof
decisions.
Husbanddominantrolehusbandusuallymakescertainbuying
decisions,suchaspurchasinglifeinsurance.
Wifedominantrolewifemakesbuyingdecisions,suchasbuying
childrensclothing.
Syncraticrolebuyingdecisionmadejointly.
Increasingoccurrenceoftwoincomehouseholdsincreaseslikelihoodof
spousesmakingjointbuyingdecisions.

Children and Teenagers in Family Purchases

Preteensandteenswillspend$200billioneachyearby2011,and
marketersaretakingnotice.
 CHAPTER 5 Consumer Behavior

PERSONAL DETERMINANTS
OF
CONSUMER BEHAVIOR
NEEDS AND MOTIVES
NeedImbalancebetweenaconsumersactualanddesiredstates.
MotiveInnerstatethatdirectsapersontowardthegoalofsatisfyinga
need.

Maslows Hierarchy of Needs

DevelopedbypsychologistAbrahamH.Maslow
Identifiesfivelevelsofhumanneeds.
Personmustatleastpartiallysatisfylowerlevelneedsbeforehigherlevel
needsaffectbehavior.
CHAPTER 5 Consumer Behavior
 CHAPTER 5 Consumer Behavior

PERCEPTIONS
PerceptionMeaningthatapersonattributestoincomingstimuligathered
throughthefivesenses.
Resultsfromtwotypesoffactors:
Stimulusfactorscharacteristicsofthephysicalobjectsuchassize,
color,weight,andshape.
Individualfactorsuniquecharacteristicsoftheindividual,including
notonlysensoryprocessesbutalsoexperienceswithsimilarinputsand
basicmotivationsandexpectations.

Perceptual Screens
Consumersarebombardedbycommercialmessages.
Perceptualscreenshelppeoplefilteroutsomemessages.
Advertisersworktobreakthroughthesescreenssuchasthroughusing
largeads,wordofmouthadvertising,andvirtualreality.
 CHAPTER 5 Consumer Behavior

Subliminal Perception
Subconsciousreceiptofincominginformation.
Useisaimedatsubvertingperceptualscreens.
Unlikelytoworkincustomersnotalreadyinclinedtobuy.
Example:Retailersbeamingcommercialstoindividualcustomersin
specificareasofthestore,suchasthecerealaisle.

ATTITUDES
AttitudesPersonsenduringfavorableorunfavorableevaluations,
emotions,oractiontendenciestowardsomeobjectoridea.

Attitude Components
Cognitiveindividualsknowledgeaboutanobjectorconcept.
Affectivedealswithfeelingsoremotionalreactions.
Behavioraltendenciestoactinacertainmanner.
 CHAPTER 5 Consumer Behavior

Changing Consumer Attitudes

Marketershavetwochoicesforappealingtoconsumer
attitudes:
Attempttoproduceconsumerattitudesthat
willmotivatepurchaseofaparticularproduct.
Evaluateexistingconsumerattitudesand
thenmaketheproductfeaturesappealtothem.
Attitudesmaynotbeunfavorable,justnotmotivating
theconsumertowardapurchase.

Modifying the Components of Attitude

Provideinformationaboutproductbenefitsandcorrectingmisconceptions.
Engagingbuyersinnewbehavior.
Newtechnologiescanencouragechangesincustomersattitudes.
 CHAPTER 5 Consumer Behavior

LEARNING
LearningKnowledgeorskillthatisacquiredasaresultofexperience,
whichchangesconsumerbehavior.
Learningprocess:
Driveanystrongstimulusthatimpelsaction.
Cueanyobjectintheenvironmentthatdeterminesthenatureofthe
consumersresponsetoadrive.
Responseanindividualsreactiontoasetofcuesanddrives.
Reinforcementthereductionindrivethatresultsfromaproper
response;createsbondbetweenthedriveandthepurchaseofthe
product.
 CHAPTER 5 Consumer Behavior

ApplyingLearningTheorytoMarketingDecisions
Marketersuseshaping,theprocessofapplyingaseriesofrewardsand
reinforcementstopermitmorecomplexbehaviortoevolve.
Productandpromotionalstrategyworktogetherintheshapingprocess.
Firststepcustomerreceivesafreesamplethatincludesasubstantial
discountforfirstpurchase.
SecondstepCustomerlikesproductandpurchasesitwithlittle
financialrisk.
ThirdstepCustomerusesdiscountcoupontobuyatmoderatecost.
FinalstepCustomerdecidedwhethertobuytheitematitstrueprice.

SELFCONCEPTTHEORY
SelfconceptPersonsmultifacetedpictureofhimselforherself.
Fourcomponentsrealself,selfimage,lookingglassself,andidealself
influencepurchasingdecisions.
 CHAPTER 5 Consumer Behavior

THE CONSUMER DECISION

PROCESS
Highinvolvementpurchasingdecisionsincludepurchasinga
condominium.
Lowinvolvementpurchasingdecisionsincludebuyingacandybar.
 CHAPTER 5 Consumer Behavior

PURCHASE DECISION AND PURCHASE ACT

Consumerdecideswhereorfromwhomtomakethepurchase.

POST-PURCHASE EVALUATION
Buyerfeelseithersatisfactionattheremovalofthediscrepancybetween
theexistinganddesiredstatesordissatisfactionwiththepurchase.
CognitivedissonanceImbalanceamongknowledge,beliefs,andattitudes
thatoccursafteranactionordecision,suchasapurchase.
Reasonsdissonancemayincrease:
Thedollarvalueofapurchaseincreases.
Therejectedalternativeshavedesirablefeaturesthatthechosen
alternativesdonotprovide.
Thepurchasedecisionhasamajoreffectonthebuyer.
 CHAPTER 5 Consumer Behavior

CLASSIFYING CONSUMER PROBLEM-SOLVING

PROCESSES
Resultsfromtwotypesoffactors:

Routinized Response Behavior

Consumermakesmanypurchasesroutinelybychoosingapreferredbrand
oroneofalimitedgroupofacceptablebrands.

Limited Problem Solving

Consumerhaspreviouslysetevaluativecriteriaforaparticularkindof
purchasebutthenencountersanew,unknownbrand.

Extended Problem Solving

Resultswhenbrandsaredifficulttocategorizeorevaluate.
Typicalofhighinvolvementpurchases.
 CHAPTER 5 Consumer Behavior

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