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Discussion Slide

Consumer Buying Behavior

Chapter Overview
Consumer purchase process Consumer buying environment Traditional factors affecting consumer buying Recent trends in consumer behavior

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Discussion Slide

Starbucks
Why are consumers willing to pay $2.00 for a cup of coffee? Who are Starbucks target markets? What is the marketing communication message Starbucks wants to convey? Why has Starbucks been successful?

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Consumer Decision-Making Process

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Information Search
Internal search Evoked set External search

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External Search
Factors Affecting Search: 1. Ability to search 2. Motivation
Level of involvement Need for cognition Shopping enthusiasm

3. Perceived costs 4. Perceived benefits

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Attitudes and Values Affect Information Processing

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Attitude
An Attitude is a mental position taken toward a topic, person or event that influences the holders feelings, perceptions, learning processes and subsequent behaviors.

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Attitude 3 components
Affective feelings/emotions
Cognitive thinking/interpretations Conative intentions/actions

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Attitude Sequence
Cognitive Affective Conative Affective Conative Cognitive Conative Cognitive Affective

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What emotion does this Pamper Wipes advertisement solicit? Which attitude sequence would be the most likely for this product?
Some things can be rough. Her wipe shouldnt be one of them.
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Personal Values Help Shape Attitudes

Values are strongly held beliefs about various topics or concepts.

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Personal Values
Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment

Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom
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Which personal values does this Aetna ad target?

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Information Processing
Elaboration Likelihood Model (ELM)
Central route cognitively process message Peripheral route other cues (e.g., music, background, colors, actors, etc.) influence

Hedonic, Experiential Model (HEM)

Central route Peripheral route

Route depends on
Motivation Ability

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Cognitive Map for Ruby Tuesdays

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Processing of new information Cognitive map

Reinforce a current linkage. Modify a current linkage. Create a new linkage.

Click picture to play video.

What linkage is Miracle Whip attempting to create or reinforce with this TV advertisement?

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Principles concerning processing of information and cognitive mapping.

Cognitive mapping enhances movement of messages from short-term memory to longterm memory. Most persuasive messages reinforce current linkages. Repetition is necessary to establish new linkages. Difficult to modify or create new linkages.

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Evaluation of Alternatives
Evoked set method
Evoked set Inept set Inert set

Multiattribute approach Affect referral

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Discussion Slide

How important is it for each of the following brands to be a part of a consumers evoked set? Advil (pain medicine) Head & Shoulders (shampoo) Black & Decker (power tools) C & H (sugar) Smith & Kline (attorneys) Halls (cough drops) Blockbuster (video rentals) Dr. Nelson (neurosurgeon) Andersen Consulting Services Pearle Vision (optical)

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Purchase Decisions
May cause shifts from alternative chosen:
Temporary change in consumers situation. Desire for variety. Impulse purchase. Marketing communication material. Influence of friend or relative.

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Discussion Slide

How likely is each of the following marketing material to alter your purchase decision for food items?
An advertisement A coupon A sweepstake or contest offer A price-off offer An in-store display The food package A in-store sample A billboard

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Postpurchase Evaluation
Evaluation of product performance. Cognitive dissonance. Impacts future purchases. Impacts word-of-mouth communications.

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Traditional factors affecting consumer purchasing behaviors

Demographics (age, gender, income, etc.) Heredity and home environment Family life cycle Life changing events Cultural environment Social environment Situational environment
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Discussion Slide

What makes this advertisement appealing to teenagers? Is it an effective ad design?

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Family Life Cycle

Single Newlyweds First families
Divorce and mixed families

Full nest Empty nest Remaining partner

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An advertisement directed to first families and the arrival of a new baby.

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Discussion Slide

Who is the target of this State Farm advertisement?

Is it an effective advertisement? Is there a difference between men and women in how this advertisement is viewed?

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Common Reasons Purchases Are Made

Products/services provide utility To satisfy physical needs To satisfy psychological needs To satisfy social needs To satisfy emotional needs To satisfy epistemic needs

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VALS Segments
Actualizers High Resources

Principle-oriented

Status-oriented Achievers

Action-oriented

Fulfilleds

Experiencers

Believers

Strivers

Makers

Low Resources Strugglers

VALS Segment Profiles

http://www.sric-bi.com/VALS/
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Recent Trends Affecting Consumer Buying Behavior

Changes in cultural values and attitudes Time pressure and busy lifestyle Cocooning Indulgences and pleasure binges Desire for excitement, fantasy Emphasis on health Clanning

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Seven Excuses for Not Eating Better

How do the following excuses for not eating better, more healthful meals relate to the consumer trends just presented?
Eating right costs too much. I cant fit in the recommended 5 daily servings of fruits and vegetables. I dont have time to eat right. My sweet tooth rules, so I cant eat well. I enjoy (or depend on) fast food too much to eat right. It doesnt matter because I take a vitamin pill. I eat too much to ever be able to eat right.
Source: Seven Excuses for not Eating Better, Tufts University Health & Nutrition Letter, Dec. 1998, Vol. 16, No. 10, p. 8.

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STOP

INTEGRATED LEARNING EXPERIENCE

Marketing to specific demographic and international groups

Asian Consumer Marketing Http://www.apmforum.com/emerald/asian-consumer-marketing.htm Women Http://www.women.com Senior citizens Http://online96.com/seniors Lesbian and gay community Http://www.planetout.com Hispanics http://www.hispaniconline.com/ African-Americans Http://www.targetmarketnews.com

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Building Your IMC Campaign

Describe the typical consumer decision process. Describe the typical attitude sequence. Think about the cognitive map. Investigate factors most likely to influence purchase decisions. How does the product fit into recent consumer trends?

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