5

CHAPTER

Consumer Behavior
Chapter Objectives
1 Define consumer behavior and describe the role it plays in marketing decisions. 3 Explain each of the 5 personal determinants of consumer behavior: needs and motives, perceptions, 6 attitudes, learning, and 2 Describe the interpersonal self-concept theory. determinants of consumer behavior: cultural, social, 4 Distinguish between and family influences. high-involvement and low-involvement purchase decisions.

Outline the steps in the consumer decision process.

Differentiate among routinized response behavior, limited problem solving, and extended problem solving by consumers.

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INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOR

CULTURAL INFLUENCES
Culture Values, beliefs, preferences, and tastes handed down from one generation to the next. Culture is a broad environmental determinant of behavior.

Core Values in U.S. Culture Importance of family and home life Education Youthfulness Individualism

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Consumer Behavior - Process through which buyers make decisions

Figure 5.1: Why People Buy New Products

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International Perspective on Cultural Influences

Successful strategies in one country may not extend to others. Example: McDonalds discontinued plan to use the same packaging in all 30,000 of its restaurants worldwide.

Subcultures
Groups within a culture that have their own modes of behavior. In U.S. subcultures can differ by ethnicity, nationality, age, rural versus urban location, religion, and geographic distribution. Population mix in U.S. is changing as the Hispanic, African American, and Asian populations grow.

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SOCIAL INFLUENCES
Group membership influences an individuals purchase decisions and behavior in both overt and subtle ways. Norms: are the values, attitudes, and behaviors that a group deems appropriate for its members Status: is the relative position of any individual member in a group Roles define behavior that members of a group expect of individuals who hold specific positions within the group

The Asch Phenomenon

Theory of psychologist S. E. Asch that individuals conform to majority rule, even if that majority rule goes against their beliefs.

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Reference Groups
Reference groups People or institutions whose opinions are valued and to whom a person looks for guidance in his or her own behavior, values, and conduct, such as family, friends, or celebrities.

Social Classes
Groups whose rankings are determined by occupation, income, education, family background, and residence location

W. Lloyd Warner identified six classes: 1. Upper-upper 2. Lower-upper 3. Upper-middle 4. Lower-middle 5. Working class 6. Lower class

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Opinion Leaders
Reference groups Trend- setters who purchase new products before others in a group and then influence others in their purchases. Individuals tend to act as opinion leaders for specific goods or services. Information sometimes flows from mass media to opinion leaders to consumers; sometimes flows directly to consumers.

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FAMILY INFLUENCES
Family structure changing. 1900 Today 53 10 60

Percent of households headed by married couple

Percent of households that include extended family Percnet of married women who work outside the home Four roles of spouses:

80 50 6

Autonomic rolepartners independently make an equal number of decisions. Husband-dominant role husband usually makes certain buying decisions Wife-dominant rolewife makes buying decisions, such as buying childrens clothing. Syncratic rolebuying decision made jointly.

Children and Teenagers in Family Purchases Have $192 billion in purchasing power either directly or by influencing family purchasing decisions.

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PERSONAL DETERMINANTS OF CONSUMER BEHAVIOR

NEEDS AND MOTIVES
Need Imbalance between a consumers actual and desired states. Motive Inner state that directs a person toward the goal of satisfying a need.

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Maslows Hierarchy of Needs

Developed by psychologist Abraham H. Maslow Identifies five levels of human needs.

Person must at least partially satisfy lower-level needs before higher-level needs affect behavior.

Self-Actualization

Esteem Needs
Social Needs

Safety Needs Physiological Needs

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PERCEPTIONS
Perceptual Screens
Consumers are bombarded by commercial messages. Perceptual screens help people filter out some messages. Advertisers work to break through these screens such as through using large ads, word-of-mouth advertising, and virtual reality.

ATTITUDES
Attitude Components Cognitiveindividuals knowledge about an object or concept. Affectivedeals with feelings or emotional reactions. Behavioraltendencies to act in a certain manner.

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Changing Customer Attitudes

Marketers have two choices for appealing to consumer attitudes: Attempt to produce consumer attitudes that will motivate purchase of a particular product. Evaluate existing consumer attitudes and then make the product features appeal to them. Attitudes may not be unfavorable, just not motivating the consumer toward a purchase.

Modifying the Components of Attitude

Provide information about product benefits and correcting misconceptions. Engaging buyers in new behavior. New technologies can encourage changes in customers attitudes.

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THE CONSUMER DECISION PROCESS

High-involvement purchasing decisions include buying a car. Low-involvement purchasing decisions include buying a candy bar.

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PROBLEM OR OPPORTUNITY RECOGNITION

Consumer becomes aware of a significant discrepancy between the existing situation and a desired situation.

SEARCH
Consumer gathers information about the attainment of a desired state of affairs.
Evoked set Number of alternatives that a consumer actually considers in making a purchase decision.

EVALUATION OF ALTERNATIVES
Consumer accepts, distorts, or rejects information as they receive it. Evaluative criteria Features that a consumer considers in choosing among alternatives.

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PURCHASE DECISION AND PURCHASE ACT

Consumer decides where or from whom to make the purchase.

POST-PURCHASE EVALUATION
Buyer feels either satisfaction at the removal of the discrepancy between the existing and desired states or dissatisfaction with the purchase. Cognitive dissonance Imbalance among knowledge, beliefs, and attitudes that occurs after an action or decision, such as a purchase. Reasons dissonance may increase: The dollar value of a purchase increases. The rejected alternatives have desirable features that the chosen alternatives do not provide

The purchase decision has a major effect on the buyer.

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Evoked Set Model

All Brands

Known Brands

Unknown Brands
Overlooked Brands

Evoked Acceptable Set Brands

Purchased Brand

Unacceptable Brands

Rejected Brands

Inert Set

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CLASSIFYING CONSUMER PROBLEM-SOLVING PROCESSES

Results from two types of factors:

Routinized Response Behavior

Consumer makes many purchases routinely by choosing a preferred brand or one of a limited group of acceptable brands.

Limited Problem Solving

Consumer has previously set evaluative criteria for a particular kind of purchase but then encounters a new, unknown brand.

Extended Problem Solving

Results when brands are difficult to categorize or evaluate. Typical of high-involvement purchases.