Professional Documents
Culture Documents
Contemporary Marketing
Kurtz & Boone
Chapter 5
Consumer Behavior
Chapter Objectives
1. Define consumer behavior and describe the role
it plays in marketing decisions.
2. Describe the interpersonal determinants of
consumer behavior: cultural, social, and family
influences.
3. Explain each of the personal determinants of
consumer behavior: needs and motives,
perceptions, attitudes, learning, and self-concept
theory.
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Chapter Objectives
4. Distinguish between high-involvement and lowinvolvement purchase decisions.
5. Outline the steps in the consumer decision
process.
6. Differentiate among routinized response
behavior, limited problem solving, and extended
problem solving by consumers.
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Consumer Behavior
o Process through which buyers make
purchase decisions
o Marketers borrow extensively from
psychology and sociology to better
understand consumer behavior
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Interpersonal Determinants Of
Consumer Behavior
o Cultural influences
Cultural influences means historical, geographical, and
familial factors that affect assessment and intervention
processes.
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Subcultures
Cultures are not homogeneous groups with
universal values, even though core values tend to
dominate. Each cultures includes numerous
subcultures. Understanding the differences among
subcultures can help marketers develop more
effective marketing strategies.
Subcultures - Groups with their own distinct
modes of behavior.
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Note: Percentages do not total to 100 percent due to overlap of some racial and ethnic categories.
Source: Data from the U.SX. Census Bureau, Projected Population of the United States, by Race and Hispanic Origin: 2000 to 2050,
www.census.gov, accessed February 25, 2010, An Older and More Diverse Nation by Midcentury, U.S. Census Bureau News,
http://www.census.gov, accessed February 25, 2010.
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Hispanic American
o Hispanic-Americans represent the fastest-growing
demographic in the United States (U.S.). Hispanic
is defined by the U.S. Census Bureau as a person
of Cuban, Mexican, Puerto Rican, South or Central
American, or other Spanish culture or origin
regardless of race. There are currently 50 million
Hispanic-American consumers, making this
market segment the second-largest in the U.S.,
behind Caucasian Americans. Not only is this
market large, but it also had a buying power of $1
trillion in 2010, which is expected to reach to $1.5
trillion in 2015.
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African-American Consumers
o African-Americans make an average of 156 shopping
trips per year, compared with 146 for the total market.
Favoring smaller retail outlets, blacks shop more
frequently at drug stores, convenience stores, and dollar
stores. Beauty supply stores are also popular within the
black community, as they typically carry an abundance
of ethnic hair and beauty aids reside that cater
specifically to the unique needs of African-American hair
textures. Overall, health and beauty supply stores have
an average household penetration rate of 46 percent
among African-Americans, and the average black
household spends an average of $94 in this store
channel each year, providing a significant opportunity to
connect with black shoppers.
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o Social influences
o Everyone belongs to multiple social groups:
family, neighborhood, clubs, and sports
teams
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Interpersonal Determinants Of
Consumer Behavior
o Reference groups - Groups whose value
structures and standards influence a
persons behavior
o Social classes
o Six classes: upper-upper, lower-upper,
upper-middle, lower-middle, working class,
and lower class
Interpersonal Determinants Of
Consumer Behavior
o Family influences
o Family structure has changed over the last
century
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Physiological Needs
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Safety Needs
o Second level needs include security,
protection from physical harm, and
avoidance of the unexpected. To
gratify this need, consumers may
buy disability insurance or security
devices.
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Social/Belongingness Needs
o Satisfaction of physiological and safety
needs leads a person to attend to thirdlevel needs the desire to be accepted by
people and groups important to that
individual. To satisfy this need, people may
join organizations and buy goods or
services that make them feel part of the
group.
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Esteem Needs
o People have a universal desire for a sense
of accomplishment and achievement. They
also wish to gain the respect of others and
even exceed others performance once
lower-order needs are satisfied.
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Self-Actualization
o At the top rung of Maslows ladder of
human needs is peoples desire to realize
their full potential and fine fulfillment by
expressing their unique talents and
capabilities. Companies specializing in
exotic adventure or educational trips aim
to satisfy consumers needs for selfactualization.
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Perceptions
o Meaning that a person attributes to incoming
stimuli gathered through the five senses
o A persons perception of an object or event
results from the interaction of two types of
factors:
1. Stimulus factors characteristics of the physical
objects such as size, color, weight, and shape
2. Individual factors unique characteristics of the
individual including not only sensory processes
but also experiences with similar inputs and basic
motivations and expectations
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Perceptual Screens
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Subliminal Perception
o Subconscious receipt of incoming
information.
o Subliminal advertising is aimed at the
subconscious level of awareness to
circumvent the audiences perceptual
screens. Although subliminal advertising is
considered manipulative, it is exceedingly
unlikely to induce purchasing except by
people already inclined to buy.
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Subliminal Perception
o There are three reasons for this:
1. Strong stimulus factors are required just to
get a prospective customers attention
2. Only a very short message can be
transmitted
3. Individuals vary greatly in their thresholds
of their consciousness
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Attitudes
o It is defined as a persons enduring favorable
or unfavorable evaluations, emotions, or
action tendencies toward some object or
idea.
o Having an enduring characteristic, attitudes
are hard to change. It is because attitudes
are based on peoples values and beliefs, but
that doesnt stop sellers from trying, though.
They want people to have positive rather
than negative feelings about their offerings.
3 Attitude Components
1. Cognitive the individuals
information and knowledge about an
object or concept
2. Affective deals with feelings or
emotional reaction
3. Behavioral involves tendencies to
act in a certain manner
Learning
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Shaping
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Self-Concept Theory
o Self-Concept is a persons
multifaceted picture of himself or
herself
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4 Components of Self-Concept
1. Real Self an objective view of the total
person
2. Self Image the way an individual views
himself or herself
3. Looking-glass Self the way an individual
thinks others see him or her
4. Ideal Self serves as a personal set of
objectives, because it is the image to which the
individual aspires
Source: Roger Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, 10th ed.
(Mason, OH: South-Western, 2006).
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o Search
o Consumer gathers information about the
attainment of a desired state of affairs
o Evoked set - Number of alternatives that a
consumer actually considers in making a
purchase decision
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o Post-purchase evaluation
o Cognitive dissonance - Imbalance among
knowledge, beliefs, and attitudes that
occurs after an action or decision, such as a
purchase
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