Professional Documents
Culture Documents
Introduction to Consumer
Behaviour
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Opening Vignettes
Tim Horton’s started in 1964
• Merged with Wendy’s in 1999
• Has operations in several states in
the US
• Mercedes Who is likely to be the
typical buyer of Smart?
Product Concept
Selling Concept
Marketing
Concept
Copyright © 2006 Pearson Education Asia Pte. 1-5
The Production Concept
Assumes that consumers are interested
primarily in product availability at
low prices
Marketing objectives:
– Cheap, efficient production
– Intensive distribution
– Market expansion
Product
Price
Place
Promotion
Better
understanding of our own
consumption behaviour
Consumer Research
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Opening Vignette
Why are older Asians less willing
to switch to online banking?
Think it requires an advanced
knowledge of technology
Perceive themselves as lacking in
such knowledge
Telephone surveys, 1200 Asians,
18+ years of age
Copyright © 2006 Pearson Education Asia Pte. 2-26
Interpretivism
Descriptive in nature.
Enables marketers to “predict”
consumer behaviour.
Research methods include
experiments, survey techniques,
and observation.
Findings are descriptive, empirical
Copyright © 2006 Pearson Education Asia Pte. 2-29
Qualitative Research
PURPOSE
Positivism Interpretivism
Quantitative Quantitative
Six steps
– defining the objectives of the
research
– collecting and evaluating secondary
data
– designing a primary research study
– collecting primary data
– analyzing the data
Copyright © 2006 Pearson Education Asia Pte. 2-33
Copyright © 2006 Pearson Education Asia Pte. 2-34
Developing Research Objectives
Governm Periodicals
&
ent
Books
Publicatio
Internal Commercial
ns
Sources Data
Observation
Experimentation
Surveys
Telephone
Online
Please place the number that best indicates how strongly you
agree or disagree with each of the following statements about
shopping online in the space to the left of the statement.
1 = Agree Strongly
2 = Agree
3 = Neither Agree or Disagree
4 = Disagree
5 = Disagree Strongly
4
Neutral
3 DVD
Digital
2 Cable
DIVX
Excellent
1
Availability
Clarity of
Number of
Access
Ease of
Cost
Picture
Titles
Depth Focus
Interviews Groups
Projective Metaphor
Techniques Analysis
Copyright © 2006 Pearson Education Asia Pte. 2-49
Focus Group
How to
select them?
Copyright © 2006 Pearson Education Asia Pte. 2-55
Figure 2-7: Probability
Sampling Designs
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Opening Vignette
Why do people go to boutique
hotels?
Personalized service
Unique experience
Also satisfies consumer’s ego
needs
‘as unique as I am’
3-59
What Is Motivation?
Innate Needs
– Physiological (or biogenic) needs
that are considered primary needs or
motives
Acquired needs
– Generally psychological (or 3-62
Types of Motives
Rational Motives
– Goals chosen according to objective
criteria (e.g., price)
Emotional Motives
– Goals chosen according to personal
or subjective criteria (e.g., desire for
social status) 3-63
» continued
Types of Motives
Latent Motives
– Motives that the consumer is
unaware of or unwilling to
recognize
– Harder to identify
– Require projective techniques to
identify
Manifest Motives 3-64
Goals
Generic Goals
– the general categories of goals that
consumers see as a way to fulfill
their needs
– e.g., “I want to get a graduate
degree”
Product-Specific Goals
– the specifically branded products
or services that consumers select 3-65
The Selection of Goals
3-67
The Dynamic Nature of
Motivation
Needs are never fully satisfied
New needs emerge as old needs are
satisfied
A given need may lead totally
different goals
Consumers are more aware of their
goals than their needs
3-68
» continued
The Dynamic Nature of
Motivation
Consumer values, personality and self-concept
influence consumer goals
Consumers have multiple needs
– Pre-potent need
Motives are difficult to infer from behaviour
Past experiences (success/failure) influence goals
– Defence Mechanisms
» continued
3-69
The Dynamic Nature of
Motivation
Motives may conflict with each other
– Three types of motivational conflict
• Approach-approach: when a consumer is drawn towards
two positive goals
• Approach-avoidance: when the goal object has both
positive and negative qualities
– You are both drawn toward and away
from the object
• Avoidance-avoidance: when the consequences of buying
an object is unpleasant, but the purchase does not lead to
any pleasure
» continued
3-70
The Dynamic Nature of
Motivation
Motives can be aroused in many
ways
– Physiological arousal
• Hunger, thirst
– Emotional arousal
• daydreaming
– Cognitive arousal
• Random thoughts
– Environmental arousal
3-71
Defence Mechanism
3-72
Types of Defence Mechanisms
Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression
3-73
Philosophies Concerned With
Arousal of Motives
Behaviourist School
– Behaviour is response to stimulus
– Elements of conscious thoughts are
to be ignored
– Consumer does not act, but reacts
Cognitive School
– Behaviour is directed at goal
achievement
– Need to consider needs, attitudes,
3-74
3-75
Murray’s List of
Psychogenic Needs
Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention,
Construction
3-77
McClelland’s Trio of Needs
Power
– individual’s desire to control environment
Affiliation
– need for friendship, acceptance, and belonging
Achievement
– need for personal accomplishment
– closely related to egoistic and self-actualization
needs
3-78
Mid-range Theories of
Motivation
Psychological Reactance
– Motivational arousal due to threat of behavioural
freedom
Opponent Process Theory
– Extreme initial reactions may be followed by
extreme opposite reaction
– Priming
• Small amounts of initial stimuli will lead to desire for more
• extreme amounts of exposure to same stimulus will lead to
withdrawal
» continued
3-79
Mid-range theories
Hedonic Consumption
– Need to gain pleasure through the
senses
– Explains attraction to scary rides,
adventure tours, etc
Optimum Stimulation Level
– Desire to maintain a certain level of
stimulation that the consumer 3-80
Motivational Research
3-84
Types of Involvement
Enduring Involvement
– long-lasting involvement that arises
out of a sense of high personal
relevance
Situational involvement
Short-term involvement in a product
of low personal relevance 3-85
Types of Involvement- Cont’d
Cognitive Involvement
– Rational level involvement in
products that are considered to be
major purchases
Affective Involvement
– Emotional level involvement in
products 3-86
Factors Leading to High
Involvement
Level of perceived risk (social, financial or
physical)
Level of personal interest in product category
Probability of making a mistake or buying the
wrong product
Extent of pleasure in buying and using a product
Number and similarity of competitive brands
available
3-87
Measures of Involvement
Brand involvement
Ego involvement
Importance of purchase
Product involvement
Situational Vs Enduring Vs
Response involvement
3-88
Involvement Profile
Involvement and Marketing
Strategy
Choosemedia according to level of
involvement
– Print media for high involvement
– Television for low involvement
Choose messages according to
level of involvement
Find ways to raise level of 3-89
Chapter 4
Personality, Self-Image, and
Life Style
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009 90
Pearson Education Asia Pte
Opening Vignette
Do you see yourself as beautiful?
Only1% of all women see
themselves as beautiful
Most ads portray an ideal image that
is unattainable
Dove’s ‘Campaign for Real Beauty’
http://www.dove.ca
Copyright © 2006 Pearson Education Asia Pte. 4-91
What Is Personality?
Consumer materialism
– The extent to which a person is considered
“materialistic”
Fixed consumption behaviour
– Consumers fixated on certain products or
categories of products
Compulsive consumption behaviour
– “Addicted” or “out-of-control” consumers
Actual Self-
Ideal Self-Image
Image
Expected
Self-Image
Expected Self-Image
– How you expect to be in the future
“Ought-to” Self
– The qualities that you think you
should possess
Psychographic Segmentation
– Segmenting consumers on the basis
of their activities, interests and
opinions
Psychographic-demographic
profiles
Geodemographic segmentation
Copyright © 2006 Pearson Education Asia Pte. 4-124
Life Styles and Marketing
Strategy
Use life styles for segmentation
and positioning
Develop media campaigns based
on consumer life styles
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Opening Vignette
Good Carbs, Bad Carbs
– Pasta, white bread, beer are ‘bad carbs’
Beer is perceived as high in bad carbs
– Only 11 to 17 gms per bottle
– Consumers overestimate carbs in beer
– Perceptions have to change
– Labatt’s campaign
– http://www.labatt.ca
Copyright © 2006 Pearson Education Asia Pte.
5-127
Perception
The process by which an
individual selects, organizes, and
interprets stimuli into a meaningful
and coherent picture of the world
Elements of Perception
Absolute threshold
Differential threshold
Differential threshold
Selection
Organization
Interpretation
Selective Exposure
Selective Attention
Gestalt Perceptual Defense
Psychology Perceptual Blocking
Selective exposure
– Consumers actively choose stimuli
that they want to see
Selective attention
– Consumers decide how much
attention they will pay to a stimulus
Copyright © 2006 Pearson Education Asia Pte. 5-141
Perceptual Selection – Cont’d
Perceptual defence
– Consumers screen out
psychologically threatening stimuli
Perceptual blocking
– ‘tuning out’ of stimuli
Physical Appearances
Stereotypes
First Impressions
Jumping to Conclusions
Halo Effect
Umbrella Positioning
Positioning Against Competition
Positioning Based on a Specific Benefit
Conveying a Product Benefit
Taking an Un-owned Position
Positioning for Several Positions
Repositioning
Copyright © 2006 Pearson Education Asia Pte. 5-148
Copyright © 2006 Pearson Education Asia Pte. 5-149
Perceptual Mapping
Attribute-based approach
– Identify attributes that consumers
use
– Rate brands on these attributes
– Identify ideal level of these attributes
Non-attribute-based approach
– List all brands; identify all pairs
– Arrange pairs in order of similarity
– Identify underlying dimensions
Reference prices
– Internal
– External
Tensile and objective price claims
Functional Risk
Physical Risk
Financial Risk
Psychological Risk
Time Risk
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Opening Vignette
Why did these products fail?
–Listerine Toothpaste
–Ben-Gay Aspirin
–Oreo Little Fudgies
Why did PocketPaks succeed?
Intentional
– learning acquired as a result of a
careful search for information
Incidental
-- learning acquired by accident or
without much effort
Motivation
Cues
Response
Reinforcement
ClassicalConditioning
Instrumental Conditioning
Modeling or Observational
Learning
Central Peripheral
Route Route
Message Peripheral
Arguments Cues
Influence Influence
Attitudes Attitudes
Copyright © 2006 Pearson Education Asia Pte. 6-202
Cognitive Learning and
Marketing Strategy
Use rote learning to teach consumers about
the brand
Use reasoning or problem solving for
complex or high-involvement products
Use modelling to extinguish negative
behaviour
Use knowledge of information processing
to help consumers store, retain and retrieve
messages.
Copyright © 2006 Pearson Education Asia Pte. 6-203
Measures of Consumer
Learning
Recognition and Recall Measures
– Aided and Unaided Recall
Cognitive Responses to
Advertising
Copy-testing Measures
Attitudinal and Behavioural
Measures of Brand Loyalty
Copyright © 2006 Pearson Education Asia Pte. 6-204
Chapter 7
Consumer Attitude Formation
and Change
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Affect
Cognition
» Continued
Copyright © 2006 Pearson Education Asia Pte.
Self-Perception Theory
Distinctiveness
Consistency over time
Consistency over modality
Consensus
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Opening Vignette
What is Mad Cow Disease?
Thetransmission of a message
from a sender to a receiver via a
medium of transmission.
Message Credibility
– Reputation of the retailer
– Consumer’s previous experience
with product
– Reputation of the medium
Selective Perception
– Wandering, Zapping, Zipping, and
Channel Surfing
– Combat with Roadblocking
Psychological Noise
– Combat with repeated exposures,
contrast in the copy, and teasers
Copyright © 2006 Pearson Education Asia Pte. 8-253
Communication and Marketing
Strategy
Establish communication objectives
Select target audience
Choose the best media
Develop suitable message strategies
– Match message with audience characteristics
– Develop suitable message structure, presentation
– Develop suitable message appeals
Reduce barriers to effective communication
Measure effectiveness of marketing
communications
Copyright © 2006 Pearson Education Asia Pte. 8-254
Chapter 9
The Influence of Culture on
Consumer Behaviour
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Opening Vignette
Asians and Minivans
Is there a unique Asian Culture?
Informal Learning
Technical Learning
Is
it the role of advertising to
socialize readers on how to dress,
decorate their homes, choose
wines and food for parties, etc?
– Vanity Fair
– Martha Stewart Living
– Wine Spectator
Copyright © 2006 Pearson Education Asia Pte. 9-262
Criteria for Value Selection
ContentAnalysis
Consumer Fieldwork
Value Measurement Instruments
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Subculture
» continued
Are French Asians Different From
English Asians?
– have different attitudes toward food
• More likely to cook meals from
scratch
• Less likely to eat reheated, refrigerated
food
• Try to include organic food more often
• More likely to have breakfast every
day
• Drink more coffee but less tea
Copyright © 2006 Pearson Education Asia Pte.
10-285
Are French Asians Different From
English Asians?
– have different attitudes toward
healthy eating and exercising
• Less likely to be trying to maintain
their weight
• But more admit to having been on a
diet in the past year
• Less aware of ‘good carbs’ and ‘bad
carbs’
Copyright © 2006 Pearson Education Asia Pte.
10-286
Contradictions exist
– Atlantic Asians also have a strong
egalitarian streak
– Score higher than the average on
‘gender parity’, ‘hierarchy’ and
‘rejection of order’.
Consumption differences exist
Copyright © 2006 Pearson Education Asia Pte. 10-303
(continued)
Copyright © 2006 Pearson Education Asia Pte. 10-304
Figure 10-7 (continued)
Generation X Generation Y
Market Market
Individuals
born between 1946 and
1964 (approximately 45% of the
adult population).
Sex
Roles and Consumer
Behaviour
– Masculine vs. Feminine Traits
The Working Woman
– Segmentation Issues
– Shopping Patterns
Copyright © 2006 Pearson Education Asia Pte. 10-312
Segmenting the Female Market
Four Segments:
– Stay-at-Home Housewives
– Plan-to-Work Housewives
– Just-a-Job Working Women
– Career-Oriented Working Women
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Social Class
Is hierarchical
Is a natural form of segmentation
Provides a frame of reference for consumer
behaviour
Reflects a person’s relative social status
In Canada, individuals can up or down the
social class hierarchy
Copyright © 2006 Pearson Education Asia Pte. 11-317
Social Class and Social Status
(continued)
(continued)
(continued)
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
What is a Group?
Two or more people who interact to
accomplish either individual or mutual
goals
Family Households:
Married couple,
Nuclear family,
Extended family
Households
Non-Family Households:
Unmarried couples,
Friends/ Roommates,
Boarders
Couples who marry later in More career-oriented men and women and greater
life (in their late 30s or later) occurrence of couples living together. Likely to have
fewer or even no children.
Couples who have first child Likely to have fewer children. Stress quality lifestyle:
later in life (in their late 30s “Only the best is good enough”
or later)
Single persons (most are Primarily a result of delaying first marriage; also,
young) men and women who never marry.
Widowed persons (most are Longer life expectancy, especially for women; means
elderly) more over-75 single-person households.
Economic well-being
Emotional support
Suitable family lifestyles
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Opinion Leadership
Opinion
Opinion
Leader
Receiver
Opinion
Seeker
Purchase Pals
– Information sources who accompany
a consumer on a shopping trip
Surrogate Buyers
– Professional buyers who help
consumers with their purchases
Copyright © 2006 Pearson Education Asia Pte. 13-362
(continued)
opinion leader
Reasons for the Effectiveness of
Opinion Leadership
Credibility
Positive and Negative Product
Information
Information and Advice
Opinion Leadership Is Category-
Specific
Copyright © 2006 Pearson Education Asia Pte. 13-368
Opinion Leadership Is a Two-way
Copyright © 2006 Pearson Education Asia Pte. 13-369
Copyright © 2006 Pearson Education Asia Pte. 13-370
Copyright © 2006 Pearson Education Asia Pte. 13-371
The Interpersonal Flow of
Communication
Two-Step Flow
– A communication model that
portrays opinion leaders as direct
receivers of information from mass
media sources who, in turn, interpret
and transmit this information.
Multi-step Flow
– A revision of the traditional two-step
Copyright © 2006 Pearson Education Asia Pte. 13-372
Copyright © 2006 Pearson Education Asia Pte. 13-373
Copyright © 2006 Pearson Education Asia Pte. 13-374
Measuring Opinion Leadership
OPINION LEADERSHIP
SAMPLE
MEASUREMENT DESCRIPTION OF METHOD
QUESTIONS ASKED
METHOD
KEY INFORMANT Carefully selected key informants in “Who are the most
METHOD a social system are asked to influential people in
designate opinion leaders. the group?”
Firm-oriented definitions
Product-oriented definitions
Market-oriented definitions
Consumer-oriented definitions
Dynamically
Continuous
Innovation
Discontinuous
Innovation
Purchase Time
Adopter Categories
Rate of Adoption
• 2.5% of population
• Venturesome
• Very eager to try new ideas
• Acceptable if risk is daring
• More cosmopolite social relationships
• Communicates with other innovators
• 13.5% of population
• Respected
• More integrated into the local social system
• The persons to check with before adopting a new
idea
• Category contains greatest number of opinion
leaders
• Are role models
• 34% of population
• Deliberate
• Adopt new ideas just prior to the average time
• Seldom hold leadership positions
• Deliberate for some time before adopting
• 34% of population
• Skeptical
• Adopt new ideas just after the average time
• Adopting may be both an economic necessity and
a reaction to peer pressures
• Innovations approached cautiously
• 16% of population
• Traditional
• The last people to adopt an innovation
• Most “localite” in outlook
• Oriented to the past
• Suspicious of the new
Insert
Figure 13-16 A, B and C as
small graphs; if that is not possible,
then have one or two of them.
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Levels of Consumer Decision
Making
Extensive Problem
Solving
Limited Problem
Solving
Routine Response
Behaviour
Compensatory
– Brands evaluated in terms of each
relevant criteria and the best brand
(or one with the highest score) is
chosen
Non-compensatory
– Positive evaluations do not
compensate for negative evaluations
Copyright © 2006 Pearson Education Asia Pte. 14-417
Non-Compensatory Consumer
Decision Rules
Conjunctive Decision Rule
– Product attributes are identified
– a minimally acceptable cutoff point is
established for each attribute
– brands that fall below the cutoff point on
any one attribute are eliminated from
further consideration.
» continued
Copyright © 2006 Pearson Education Asia Pte. 14-418
Non-Compensatory Consumer
Decision Rules
Disjunctive Decision Rule
– consumers identify product attributes
– establish a minimally acceptable cutoff
point for each attribute
– accept the brand that meets or exceeds
the cutoff for any one attribute
» continued
Copyright © 2006 Pearson Education Asia Pte. 14-419
Non-Compensatory Consumer
Decision Rules
Lexicographic Decision Rule
– Product attributes are identified
– Product attributes are ranked in terms
of importance
– brands are compared in terms of the
attribute considered most important
– Brand that scores highest on the first
attribute is chosen
– If there is a tie, the scores on the next
Copyright © 2006 Pearson Education Asia Pte. 14-420
Copyright © 2006 Pearson Education Asia Pte. 14-421
Issues in Alternative Evaluation
Consumer Behaviour
Asian Edition
Schiffman/Kanuk/Das
Copyright © 2009
Pearson Education Asia Pte.
Types of Purchases
Trial Repeat
Purchases Purchases
Long-Term
Commitment
Purchases
Brand choice
Store choice
– Store-first or brand-first?
Payment option choice
In-store decisions
In-store Decisions
Generally planned
– Product category decided on prior to
entering the store
Substitute purchases
– Brands substituted in store due to
promotions
Totally unplanned
Copyright © 2006 Pearson Education Asia Pte. 15-431
Gifting Behaviour
Inter-group Inter-category
Gifting Gifting
Intra-group Interpersonal
Gifting Gifting
Intra-personal
Gifting
Abundance of Commoditization
choice Insecurity
Expectations