Transcript
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MKTG
Designed by
Amy McGuire, B-books, Ltd.
Prepared by
Deborah Baker, Texas Christian University
Lamb, Hair, McDaniel2007-2008
5CHAPTER ConsumerDecisionMaking
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Explain whymarketing managers
should understand
consumer behavior
The Importance of UnderstandingThe Importance of Understanding
Consumer BehaviorConsumer Behavior
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Ultimate consumers who buy goods
and services for their own personal or
household use.
The ConsumerMarket
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Needs vs. Wants
(Typical Textbook Def.)
Needs vs. Wants
(Typical Textbook Def.)
Needs
Unsatisfactory conditions of the consumerthat lead him or her to actions that will make
the conditions better
Wants
Desires to obtain more satisfaction than isabsolutely necessary to improve
unsatisfactory conditions
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Consumer Behavior
Consumer
Behavior
Processes a consumer uses to
make purchase decisions, as
well as to use and dispose of
purchased goods or services;
also includes factors that
influence purchase decisions
and the product use.
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REVIEW LEARNING OUTCOME
Understanding Consumer Behavior
Consumerbehavior
Consumerbehavior
consumers make
purchase decisions
consumers make
purchase decisions
consumers use anddispose of product
consumers use anddispose of product
= HOW
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Analyze the
componentsof the consumer
decision-making
process
The ConsumerThe Consumer
Decision-Making ProcessDecision-Making Process
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Consumer
Decision-Making Process
PostpurchaseBehavior
PostpurchaseBehavior
PurchasePurchase
Evaluationof Alternatives
Evaluationof Alternatives
Information SearchInformation Search
Need RecognitionNeed Recognition
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactors
affectaffectall stepsall steps
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactorsaffectaffect
all stepsall steps
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Need Recognition
Result of an imbalance between
actual and desired states.
Need
Recognition
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Stimulus
Any unit of input affecting
one or more of the five senses:
sight
smell
taste
touchhearing
Stimulus
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Recognition of
Unfulfilled Wants
When a current product isnt performing properly
When the consumer is
running out of a product
When another product seems superior to the one
currently used
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Information Search
Internal Information Search
Recall information in memory
External Information search
Seek information in outsideenvironment Nonmarketing controlled
Marketing controlled
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STAGE 2 INFORMATION SEARCHIS INFLUENCED BY:
EVOKED SET: Group of brands that come to mind around time of purchase
CONSIDERATION SET: Group of brands a consumer will consider buying after search is complete
Car Tire Brands? Typically 3-5 Brands in Consideration Set
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Evoked Set
Group of brands, resulting from
an information search, from
which a buyer can choose
Evoked Set
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Evaluation of Alternatives
and PurchaseEvoked SetEvoked Set
Purchase!Purchase!
Analyze productattributes
Analyze productattributes
Rank attributes byimportance
Rank attributes byimportance
Use cutoff criteriaUse cutoff criteria
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Purchase
To buyTo buyor not to buy...or not to buy...
Determines which attributesDetermines which attributes
are most importantare most importantin influencing ain influencing aconsumers choiceconsumers choice
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Cognitive Dissonance
Cognitive
DissonanceInner tension that a
consumer experiences afterrecognizing an
inconsistency between
behavior and values or
opinions.
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Postpurchase Behavior
Consumers can reduce dissonance by: Seeking information that reinforces positive
ideas about the purchase
Avoiding information that contradicts the
purchase decision
Revoking the original decision by returning
the product
Marketing can minimize through:Effective Communication
Follow-upGuaranteesWarranties
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Identify and
understand thecultural factors that
affect consumer
buying decisions
Cultural Influences onCultural Influences on
Consumer Buying DecisionsConsumer Buying Decisions
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Factors Influencing
Buying Decisions
Social
Factors
Individual
Factors
Psycho-logical
Factors
Cultural
Factors CONSUMERDECISION-
MAKINGPROCESS
BUY /DONT BUY
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Culture
Culture
Set of values, norms,
attitudes, and other
meaningful symbols that
shape human behavior and
the artifacts, or products,
of that behavior as they are
transmitted from one
generation to the next.
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Components of Culture
TraditionTradition
LanguageLanguage
ValuesValues
CustomsCustoms
Rituals (religious ceremonies)Rituals (religious ceremonies)
LawsLaws
Material artifactsMaterial artifacts
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Culture is. . .
LearnedLearned
FunctionalFunctional
PervasivePervasive
DynamicDynamic
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Value
Value Enduring belief that a
specific mode of conduct
is personally or socially
preferable to another
mode of conduct.
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Core American Values
SuccessSuccess
MaterialismMaterialism
FreedomFreedom
ProgressProgress
YouthYouth
CapitalismCapitalism
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Subculture
Subculture A homogeneous group
of people who shareelements of the overall
culture as well as unique
elements of their own
group.
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Social Class
SocialClass
A group of people in a
society who are considered
nearly equal in status orcommunity esteem, who
regularly socialize among
themselves both formally
and informally, and whoshare behavioral norms.
S i l Cl
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Social Class
Measurements
WealthWealth
Other VariablesOther Variables
IncomeIncome
EducationEducation
OccupationOccupation
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Identify and
understand thesocial factors that
affect consumer
buying decisions
Social Influences onSocial Influences on
Consumer Buying DecisionsConsumer Buying Decisions
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Social Influences
ReferenceGroups
ReferenceGroups
OpinionLeaders
OpinionLeaders
FamilyMembers
FamilyMembers
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Reference GroupLO5
A group in society that
influences an individuals
purchasing behavior.
Reference Group
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Influences of Reference Groups
They serve as information sources and
influence perceptions.
They affect an individuals aspiration levels.
Their norms either
constrain or stimulate
consumer behavior.
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Opinion Leaders
An individual who influences
the opinion of others.
Opinion Leaders
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Social Environment usually much more influential
Opinion Leaders Important
Richs runners group example...
Reference Group Impact Example
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Family
Initiators
Influencers
Decision Makers
Purchasers
Consumers
Purchase Process Roles
in the Family
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Identify and
understand theindividual factors that
affect consumer
buying decisions
Individual Influences onIndividual Influences on
Consumer Buying DecisionsConsumer Buying Decisions
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Individual Influences
GenderGenderAge
Life Cycle
AgeLife Cycle
PersonalitySelf-Concept
Lifestyle
PersonalitySelf-Concept
Lifestyle
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Identify and
understand thepsychological factors
that affect consumer
buying decisions
Psychological Influences onPsychological Influences on
Consumer Buying DecisionsConsumer Buying Decisions
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Psychological Influences
PerceptionPerception
MotivationMotivation
LearningLearning
Beliefs & AttitudesBeliefs & Attitudes
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Perception
Process by which people select,
organize, and interpret stimuli intoa meaningful and coherent picture.
Perception
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Perception
SelectiveSelectiveExposureExposure
SelectiveSelectiveExposureExposure SelectiveSelectiveDistortionDistortionSelective
SelectiveDistortionDistortion
SelectiveSelectiveRetentionRetentionSelectiveSelectiveRetentionRetention
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Perception
SelectiveExposure
SelectiveExposure
SelectiveDistortion
SelectiveDistortion
SelectiveRetentionSelectiveRetention
Consumer notices certain stimuliand ignores others
Consumer notices certain stimuliand ignores others
Consumer changes or distortsinformation that conflicts
with feelings or beliefs
Consumer changes or distortsinformation that conflicts
with feelings or beliefs
Consumer remembers onlythat information that
supports personal beliefs
Consumer remembers only
that information thatsupports personal beliefs
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Stimulus Discrimination vs.
Stimulus Generalization
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Interpretation: Meaning consumer attaches to a
stimulus
NAMES Signal Power /Quality (Toro Snow Pup/Master)
Cars: Mustang / Barracuda / Viper
Donkey / Weasel?
NUMBERS 370 Z / WD-40 / Acura CL?
COLORS
Different for different cultures
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Interpretation: Meaning consumer attaches to a
stimulus COLOR
Signal Newness or Quality (Black Label)
Signal Product Contents (Sodas)
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Motivation
A method of classifying human
needs and motivations into five
categories in ascending order
of importance.
Maslows
Hierarchy
of Needs
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Safety Appeal toward
Children...
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Types of Learning
ExperientialExperiential
ConceptualConceptual
An experience changesbehavior
An experience changes
behavior
Not learned through directexperience
Not learned through directexperience
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Beliefs and Attitudes
Belief
Attitude
An organized pattern of
knowledge that an individual
holds as true about his or herworld.
A learned tendency to
respond consistently toward a
given object.
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Changing Attitudes
Change beliefs about the brands attributes
Change the relative importance of these beliefs
Add new beliefs
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Compensatory vs Non-Compensatory
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Compensatory vs. Non-Compensatory
Decision-Making Models
Compensatory: Strong attributes can compensate
for Weak ones.
(These shoes are ugly, but theyre cheap,
and they are extremely comfortable)
Non-Compensatory: Attributes dont compensate
for each other. Select or dismiss based on
key attribute or lack thereof.
(Many different types of NC Models)