2-1 Chapter 2 Consumer Behavior, Consumer Behavior, Eighth Edition Eighth Edition SCHIFFMAN & KANUK Consumer Research
May 14, 2015
2-1
Chapter 2
Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition
SCHIFFMAN & KANUK
Consumer Research
2-2
Consumer behavior
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Today’s Topics
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Marketing Research (cont..)
Consumer Market-understanding the consumer
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Research Instruments
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– Questionnaires
• Include open-ended and closed-ended questions
• Phrasing and question order are key
– Mechanical instrument
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Contact Methods
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Mail questionnaires
Telephonic Interview
Personal interview
Group interview…Focus group interview
Online Research
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Step-3Implementing the Research
Plan
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Collecting the Data
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Analyzing the Data
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After the data have been collected, the next
step in the research process is data analysis.
The purpose of data analysis is to interpret
and draw conclusions from the data that
has been collected.
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Is the sample representative?Is the sample representative?
Is the data reliable?Is the data reliable?
Is the data valid?Is the data valid?
KeyIssuesKey
Issues
Are the statistical techniquesappropriate?Are the statistical techniquesappropriate?
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Step-4 Interpretation and
Reporting of Findings
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After data analysis is completed,
the researcher must prepare the
report and communicate the conclusions
and recommendations to management.
The research will ordinarily be required
to present both written and oral reports
on the project.
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Research Is Useful If:
We put thought into it before we do it
We do the right kind of research
We use judgment in interpreting and using the results
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Consumer Market
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All individuals and households
who buy or acquire goods and
services for
personal consumption
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Firm needs to know– Who buys?
– How they buy?
– When and where they buy??
– Why they buy?
– How they respond to marketing stimuli?
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Why do you think marketers know these
things?
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?
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What is Consumer Behavior about?
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How, why, where and when consumers make
purchase decisions?
Considers who influences the decisions?
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How are purchases made?
What information is needed for those decisions?
What factors affect these decisions?
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Why is it Important?
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Consumers determine the sales and profits of
a firm by their purchase decisions, thus the economic viability of the firm.
In late 1990, US consumers were spending
enough dollar bills to stretch from the Earth
to the Sun and back, with enough left over for over 600 lines to the moon!
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Customer vs. Consumer Behavior
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Customer behavior Includes both individual consumers who buy
goods and services for their own use and
organizational buyers who purchase business products.
Consumer behavior Is the process through which the ultimate buyer
makes purchase decisions.
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Consumer Behavior Defined
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The study of the processes involved when individuals or groups select, purchase, use,
or dispose of products, services, ideas, or experiences to satisfy needs and desires (Solomon, 1996).
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Those actions directly involved in
obtaining, consuming and disposing of products and services, including the
decision processes that precede and follow those actions (Engel et al. 1995).
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Examines mental and emotional processes in addition to the physical activities (Wilkie 1990).
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Because they study consumer behavior (CB)
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Actions in Purchasing and Using Products
Including Behavior and Thought Processes
Consumer Behavior Deals With …
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The buying behavior of final consumers-individuals and
households who buy goods and services for personal consumption.
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Marketing Applications
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Positioning
Segmentation
Product development
Market development
International marketing
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Consumer Spending Patterns
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Disposable income Discretionary income Family life cycle:
Young Teens Empty nesters Senior citizens
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Model of Consumer Behavior
“Stimulus-Response”
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Marketing andOther Stimuli
Marketing andOther Stimuli
Buyer’s Black Box”what” & “how”
Buyer’s Black Box”what” & “how”
Buyer’s ResponseBuyer’s Response
ProductPricePlacePromotion
EconomicTechnologicalPoliticalCultural
Buyer characteristics affecting consumer behavior
Buyer’s decision process
Product choiceBrand choiceDealer choice
Purchase timingPurchase quantity
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Marketingstimuli
ProductPricePlacePromotion
Otherstimuli
EconomicTechnologicalPoliticalCultural
Buyer’s decisions
Product choiceBrand choiceDealer choicePurchase timingPurchase amount
Buyer’scharacteristics
CulturalSocialPersonalPsychological
Buyer’s decisionprocess
Problem recognitionInformation searchEvaluationDecisionPost-purchase behavior
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Stimulus Response Model
– Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses.
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– Marketers must figure out what is inside of the buyer’s “black box” and how stimuli are changed to responses.
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Enough for today. . .