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CHAPTER

CONSUMER
BEHAVIOR
Consumer Behavior

Consumer behavior - the actions a person takes


in purchasing and using products and services,
including the mental and social processes
that come before and after these actions.
Purchase Decision Process

Need
Need Recognition
Recognition
Perceiving
Perceivingaavalue
value

Information
Information Search
Search
Seeking
Seekingaavalue
value
Cultural,
Cultural, Social,
Social,
Individual
Individual and
and
Psychological Evaluation
Evaluation of
of Alternatives
Alternatives
Psychological Assessing
Factors Assessingvalue
value
Factors
affect
affect
all Purchase
Purchase
all steps
steps Buying
Buyingvalue
value

Post-purchase
Post-purchase Behavior
Behavior
Assess
Assessvalue
value in
inconsumption
consumption
Need Recognition

Marketing helps
consumers
recognize an
Internal Stimuli
imbalance between and
present status and External Stimuli
preferred state
Preferred
State

Present
Status
Information Search: Seeking Value

 Internal Search-
Recall information from memory

 External Search
information from outside environment

Non-marketing controlled
Marketing controlled
FIGURE 5-2 Consumer Report’s evaluation
of portable MP3-capable CD players
Alternative Evaluation

Consideration
Set Analyze
Analyze product
product attributes
attributes

Use
Use cutoff
cutoff criteria
criteria

Rank
Rank attributes
attributes by
by
importance
importance
Purchase!
Post-purchase Behavior-
Cognitive Dissonance
Inner tension that a consumer experiences after recognizing
an inconsistency between behavior and values or opinions.

Cognitive
Dissonance

?
Did I make a good decision?
Can minimize through:
Effective Communication
Follow-up
Guarantees
Did I buy the right product? Warranties

Did I get a good value?


Involvement and Problem-Solving Variations

Routine
Routine Limited
Limited Extensive
Extensive
Response
Response Decision
Decision Decision
Decision
Behavior
Behavior Making
Making Making
Making

Less More
Involvement Involvement
Comparison of problem-solving variations
When to use Routine Response Behavior

 Little involvement in selection


process
 Frequently purchased low cost
goods
 May stick with one brand
 Buy first/evaluate later
 Quick decision
When to use Limited Decision Making

 Low levels of involvement

 Low to moderate cost goods

 Evaluation of a few alternative brands

 Short to moderate time to decide


When to use Extensive Decision Making

 High levels of involvement

 High cost goods

 Evaluation of many brands

 Long time to decide

 May experience cognitive


dissonance
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
 Motivation – what stimulates behavior to satisfy a need

Maslow’s Hierarchy
of Needs
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Perception

Selective
Selective Consumer
Consumer pays
pays attention
attention to
to certain
certain
Exposure
Exposure stimuli
stimuli and
and ignores
ignores others
others

Selective
Selective Consumer
Consumer interprets
interprets info
info so
so that
that is
is is
is
Comprehension
Comprehension consistent
consistent with
with his
his beliefs
beliefs

Selective
Selective Average
Average consumer
consumer only
only remembers
remembers
Retention
Retention 30%
30% of
of information
information heard
heard
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR

 Perceived Risk
• Obtain Seals of Approval

• Secure Endorsements from Influential People


• Provide Free Trials of the Product
• Give Extensive Usage Instructions

• Provide Warranties and Guarantees


How do consumers make purchase decisions?

 Psychographics – the analysis of people’s lifestyles

VALS™
Consumer
Segments
Sociocultural Influences on Consumer Behavior

Social
Social Influences
Influences on
on
Buying
Buying Decisions
Decisions

Reference
Reference Opinion
Opinion Family
Family
Groups
Groups Leaders
Leaders Members
Members
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

Reference groups are people to whom an individual looks as a


basis for self-appraisal or as a source of personal standards.

Primary
Direct – Face
to face

Reference Secondary
Groups

Indirect- – Aspirational
No Personal
Contact
Dissociative
Why use celebrity spokespersons?

Opinion Leaders
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
 Family Life Cycle
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
 Family Decision Making
• Information Gatherer • Purchaser • Decision Maker
• Influencer • User

mbers assume different roles for different products

n’s clothes?
eakfast cereal?
mputer?
Consumer Behavior

Consumer
Consumer behavior
behavior consists
consists of
of the
the
actions
actions aa person
person takes
takes in
in purchasing
purchasing and
and
using
using products
products and
and services,
services, including
including the
the
mental
mental and
and social
social processes
processes that
that come
come
before
before and
and after
after these
these actions.
actions.
Purchase Decision Process

The
The purchase
purchase decision
decision process
process is
is the
the
stages
stages aa buyer
buyer passes
passes through
through in
in making
making
choices
choices about
about which
which products
products and
and
services
services to
to buy.
buy.
Involvement

Involvement
Involvement consists
consists of
of the
the personal,
personal,
social,
social, and
and economic
economic significance
significance of
of the
the
purchase
purchase to
to the
the consumer.
consumer.
Motivation

Motivation
Motivation isis the
the energizing
energizing force
force that
that
stimulates
stimulates behavior
behavior toto satisfy
satisfy aa need.
need.
Perception

Perception
Perception is is the
the process
process byby which
which an
an
individual
individual selects,
selects, organizes,
organizes, and
and
interprets
interprets information
information to to create
create aa
meaningful
meaningful picture
picture ofof the
the world.
world.
Perceived Risk

Perceived
Perceived risk
risk represents
represents the
the anxieties
anxieties
felt
felt because
because the
the consumer
consumer cannot
cannot
anticipate
anticipate the
the outcomes
outcomes of
of aa purchase
purchase but
but
believes
believes that
that there
there may
may be
be negative
negative
consequences.
consequences.
Learning

Learning
Learning refers
refers to
to those
those behaviors
behaviors that
that
result
result from
from (1)
(1) repeated
repeated experience
experience and
and
(2)
(2) reasoning.
reasoning.
Brand Loyalty

Brand
Brand loyalty
loyalty is
is aa favorable
favorable attitude
attitude
toward
toward and
and consistent
consistent purchase
purchase ofof aa single
single
brand
brand over
over time.
time.
Attitude

An
An attitude
attitude is
is aa “learned
“learned predisposition
predisposition
to
to respond
respond to
to an
an object
object or
or class
class of
of objects
objects
in
in aa consistently
consistently favorable
favorable or
or unfavorable
unfavorable
way.”
way.”
Beliefs

Beliefs
Beliefs are
are aa consumer’s
consumer’s subjective
subjective
perception
perception of
of how
how aa product
product oror brand
brand
performs
performs on
on different
different attributes
attributes based
based on
on
personal
personal experience,
experience, advertising,
advertising, and
and
discussions
discussions with
with other
other people.
people.
Opinion Leaders

Opinion
Opinion leaders
leaders are
are individuals
individuals who
who
exert
exert direct
direct or
or indirect
indirect social
social influence
influence
over
over others.
others.
Family Life Cycle

The
The family
family life
life cycle
cycle describes
describes thethe
distinct
distinct phases
phases that
that aa family
family progresses
progresses
through
through from
from formation
formation toto retirement,
retirement,
each
each phase
phase bringing
bringing with
with itit identifiable
identifiable
purchasing
purchasing behaviors.
behaviors.

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