Professional Documents
Culture Documents
Marketing Management
Canadian Fourteenth Edition
Copyright 2013 Pearson Canada Inc.
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Chapter Questions
How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberate rational decision process?
Copyright 2013 Pearson Canada Inc.
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Consumer Behaviour
Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Marketers must fully understand both the theory and reality of consumer behavior.
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Social Factors
Personal Factors
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What is Culture?
Culture is the fundamental determinant of a persons wants and behaviors acquired through socialization processes with family and other key institutions.
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Subcultures
Nationalities Religions Racial groups Geographic regions
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Social Classes
Upper uppers Lower uppers Upper middles Middle Working Upper lowers Lower lowers
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Social Factors
Reference groups Family Social roles Statuses
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Reference Groups
Membership groups Primary groups Secondary groups Aspirational groups Disassociative groups
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Family
The family of orientation consists of parents and siblings. A more direct influence on everyday buying behavior is the family of procreation namely, the persons spouse and children.
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Personal Factors
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Brand Personality
Sincerity Excitement Competence Sophistication Ruggedness
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Self Concept
Consumers often choose and use brands with a brand personality consistent with their actual self-concept (how we view ourselves), although the match may instead be based on the consumers ideal self-concept (how we would like to view ourselves) or even on others self-concept (how we think others see us).
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Core values are the belief systems that underlie attitudes and behaviours.
Marketers who target consumers on the basis of their values believe that with appeals to peoples inner selves, it is possible to influence their outer selvestheir purchase behaviour.
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Motivation
Freuds Theory Behavior is guided by subconscious motivations Maslows Hierarchy of Needs Behavior is driven by lowest, unmet need Herzbergs Two-Factor Theory Behavior is guided by motivating and hygiene factors
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Perception
Selective attention Selective retention Selective distortion Subliminal perception
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Learning
Learning induces changes in our behavior arising from experience. A drive is a strong internal stimulus impelling action. Cues are minor stimuli that determine when, where, and how a person responds. Discrimination means we have learned to recognize differences in sets of similar stimuli and can adjust our responses accordingly.
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Emotions
Consumer response is not all cognitive and rational; much may be emotional and invoke different kinds of feelings. A brand or product may make a consumer feel proud, excited, or confident. An ad may create feelings of amusement, disgust, or wonder.
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Memory
Cognitive psychologists distinguish between short-term memory (STM)a temporary and limited repository of informationand long-term memory (LTM)a more permanent, essentially unlimited repository.
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Memory Processes
Memory encoding describes how and where information gets into memory. Memory retrieval is the way information gets out of memory.
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Sources of Information
Personal Public Commercial Experiential
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Perceived Risk
Functional Physical Financial Social Psychological Time
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Decision Heuristics
Availability Representativeness Anchoring and adjustment
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Framing
Decision framing is the manner in which choices are presented to and seen by a decision maker.
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Mental Accounting
Consumers tend to
Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses
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