Consumer Behavior

Jeremy Kees, Ph.D.

Model of Consumer Behavior

Review.
So, weve talked about the marketing concept and the importance of building relationships But before we can start marketing, we have to understand:
1. The market in which were going to compete in 2. Our consumers

Key Concepts over the next few weeks:

Consumer Behavior Marketing Research Market Segmentation Targeting / Positioning

CONSUMER

Problem Recognition

Out of Stock

Dissatisfaction

New Needs or Wants

Related Product Purchase

Market-Induced Recognition

New Products

Information Search
Personal Sources

Evaluation of Alternatives
All available brands
Guinness Bud Lt. Natty Lt. The Beast Hop Devil Mic Ultra Blue Rib. Miller Lt.
Smithwicks

Coors Lt. Becks High Life

Yuengling
Amstel Lt. Corona

Hop Devil

Shiner Bock

Guinness
Smithwicks

Becks

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Successive Sets

Usage and/or Disposal of Products

Why could this info be important to Marketers??

5-10

Consumer Behavior: Influencing Factors

Intrapersonal Factors
Needs and Motives Perceptions Attitudes Learning Self-Concept

Needs and Motives

Self-Actualization

Esteem Needs Social Needs

Safety Needs

Physiological Needs

Perceptions
Key variable in marketing how we make sense of the world we live in Subliminal Perception
Examples 1 and 2

Attitude
Components of Attitude:
Cognitive What we think Affective: How we feel Behavioral: How we act

Strategies for changing consumer attitude

Learning
Conceptual

Experiential
Reinforcement Implications for marketing

Personality and SelfConcept

Personality: the unique psychological characteristics. Self-Concept: A persons multifaceted picture of himself or herself, composed of the:
Real self Self-image Looking-glass self Ideal self

Interpersonal Factors
Culture Social Influences Family Influences

Culture
Culture: values, beliefs, preferences, and tastes handed down from one generation to the next What are some characteristics of American culture??

Culture and International Marketing

Culture is perhaps the most critical aspect of doing business internationally Self-Reference Criterion = ones tendency to judge others based on our own cultural experiences Ethnocentism = regarding ones own culture as superior than another

Culture
Subculture: Subgroup of culture with its own, distinct modes of behavior
Cultures are not homogeneous entities with universal values Subcultures can differ by: Ethnicity or Nationality Age or Gender Religion Social class or Profession

Culture

Social Influences
Group membership influences an individuals purchase decisions and behavior in both overt and subtle ways Reference Groups: groups whose value structures and standards influence a persons behavior

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

Family Influences
Family Decision-Making Structures
Autonomic Husband-dominant Wife-dominant Syncratic

Childrens Influence