Description
Consumer Behavior: The process and activities people engage in when searching for, selecting, purchasing, evaluating and disposing of products and services so as to satisfy their needs and desires
Perspectives on Consumer Behavior
Consumer Behavior
How they Develop?
Why they Develop?
Consumer needs
What they are?
Who ends up?
Consumer Behavior: The process and activities people engage in when searching for, selecting, purchasing, evaluating and disposing of products and services so as to satisfy their needs and desires
Consumer Decision Making
Decision Stage
Problem Recognition Information Search Alternative Evaluation Purchase Decision Postpurchase Evaluation
Psychological Process
Motivation Perception Attitude Formation Integration Learning
Sources of Problem Recognition
Out of Stock
Dissatisfaction
New Needs or Wants
Related Product Purchase
Marketer Induced
New Products
Maslow’s Hierarchy of Needs
Self-actualization needs (selfdevelopment, realization) Esteem needs (self-esteem, recognition, status) Social needs (sense of belonging, love)
Safety needs (security, protection)
Physiological needs (hunger, thirst)
Freudian Psychoanalytic Approach
Strong Inhibitions Symbolic Meanings
Subconscious Mind
Complex and Unclear Motives
Surrogate Behaviors
Probing the Minds of Consumers
Depth Interviews
Association Tests
Projective Methods
Focus Groups
“MR” Not All Positive or All Negative
Pros
Reveals Hidden Feelings, Drives and Fears Highlights Importance of Symbolic Factors Shifts Attention from “What” to “How” and “Why”
Cons
Qualitative Results from Very Small Samples
Motivation Research
Varying, Subjective Interpretations Difficult or Impossible to Verify or Validate
Information Search
Personal Sources
The Perception Process
Receive Select
Organize
Interpret
The Selective Perception Process
Selective Exposure
Selective Attention
Selective Comprehension
Selective Retention
Sexy Ads Get Noticed
+
Combining Color With Black-and-White Is Intended to Gain Attention
Evaluation of Alternatives
All available brands
Brand A Brand F Brand K Brand B Brand G Brand L Brand C Brand H Brand M Brand D Brand I Brand N Brand E Brand J Brand O
Evoked Set of Brands
Brand B Brand E
Brand F
Brand M
Brand I
Two Forms of Evaluative Criteria
Evaluative Criteria Objective Price Warranty Service Subjective Style Appearance Image
Different Perspectives: Marketer’s View
Enough power?
Traction okay?
Too pricy?
Product is seen as a bundle of attributes or characteristics.
Different Perspectives: Consumer’s View
How does it cut the taller grass? How close can I get to the shrubs? Will the neighbors be impressed with my lawn?
Is it going to be as fun to use later this summer?
Will it pull that little trailer I saw at the store?
Will I enjoy having more time for golf?
Functional
Product Is Seen As A Set of Outcomes
Psychological
Consumer Attitudes Focus on Objects
Individuals Products
Ads
Brands
Attitudes Toward:
Media Companies
Retailers
Organizations
Ways to Change Attitudes
Change Beliefs About An Important Attribute
Change Perceptions of the Value of An Attribute Add a New Attribute To the Attitude Formation Mix Change Perceptions or Beliefs About a Competing Brand
Purchase Intention
•Integration Process and Decision Rules •Purchase Decision
•Post-purchase Evaluation
How Consumers Learn
Thinking
Conditioning
Modeling
Intellectual evaluation comparing attributes with values
Based on conditioning through association or reinforcement
Based on emulation (copying) of respected examples
Classical Conditioning Process
Unconditioned stimulus
(waterfall)
(freshness, purity)
Unconditioned response
Association develops through contiguity and repetition
Conditioned stimulus
(Brita water filtration pitcher)
(freshness, purity)
Conditioned response
Classical Conditioning for Cosmetics
Instrumental Conditioning Process
Behavior (consumer uses product or service)
Positive or negative consequences occur (reward or punishment)
Increase or decrease in probability of repeat behavior (purchase)
Cognitive Learning Process
Goal
Purposive Behavior
Insight
Goal Achievement
External Influences on Consumers
Culture
Subculture
Social class Reference groups Situations
Sub-cultural Ads Appeal to Shared Beliefs, Values and Norms
Thank You, Class
doc_886983017.ppt
Consumer Behavior: The process and activities people engage in when searching for, selecting, purchasing, evaluating and disposing of products and services so as to satisfy their needs and desires
Perspectives on Consumer Behavior
Consumer Behavior
How they Develop?
Why they Develop?
Consumer needs
What they are?
Who ends up?
Consumer Behavior: The process and activities people engage in when searching for, selecting, purchasing, evaluating and disposing of products and services so as to satisfy their needs and desires
Consumer Decision Making
Decision Stage
Problem Recognition Information Search Alternative Evaluation Purchase Decision Postpurchase Evaluation
Psychological Process
Motivation Perception Attitude Formation Integration Learning
Sources of Problem Recognition
Out of Stock
Dissatisfaction
New Needs or Wants
Related Product Purchase
Marketer Induced
New Products
Maslow’s Hierarchy of Needs
Self-actualization needs (selfdevelopment, realization) Esteem needs (self-esteem, recognition, status) Social needs (sense of belonging, love)
Safety needs (security, protection)
Physiological needs (hunger, thirst)
Freudian Psychoanalytic Approach
Strong Inhibitions Symbolic Meanings
Subconscious Mind
Complex and Unclear Motives
Surrogate Behaviors
Probing the Minds of Consumers
Depth Interviews
Association Tests
Projective Methods
Focus Groups
“MR” Not All Positive or All Negative
Pros
Reveals Hidden Feelings, Drives and Fears Highlights Importance of Symbolic Factors Shifts Attention from “What” to “How” and “Why”
Cons
Qualitative Results from Very Small Samples
Motivation Research
Varying, Subjective Interpretations Difficult or Impossible to Verify or Validate
Information Search
Personal Sources
The Perception Process
Receive Select
Organize
Interpret
The Selective Perception Process
Selective Exposure
Selective Attention
Selective Comprehension
Selective Retention
Sexy Ads Get Noticed
+
Combining Color With Black-and-White Is Intended to Gain Attention
Evaluation of Alternatives
All available brands
Brand A Brand F Brand K Brand B Brand G Brand L Brand C Brand H Brand M Brand D Brand I Brand N Brand E Brand J Brand O
Evoked Set of Brands
Brand B Brand E
Brand F
Brand M
Brand I
Two Forms of Evaluative Criteria
Evaluative Criteria Objective Price Warranty Service Subjective Style Appearance Image
Different Perspectives: Marketer’s View
Enough power?
Traction okay?
Too pricy?
Product is seen as a bundle of attributes or characteristics.
Different Perspectives: Consumer’s View
How does it cut the taller grass? How close can I get to the shrubs? Will the neighbors be impressed with my lawn?
Is it going to be as fun to use later this summer?
Will it pull that little trailer I saw at the store?
Will I enjoy having more time for golf?
Functional
Product Is Seen As A Set of Outcomes
Psychological
Consumer Attitudes Focus on Objects
Individuals Products
Ads
Brands
Attitudes Toward:
Media Companies
Retailers
Organizations
Ways to Change Attitudes
Change Beliefs About An Important Attribute
Change Perceptions of the Value of An Attribute Add a New Attribute To the Attitude Formation Mix Change Perceptions or Beliefs About a Competing Brand
Purchase Intention
•Integration Process and Decision Rules •Purchase Decision
•Post-purchase Evaluation
How Consumers Learn
Thinking
Conditioning
Modeling
Intellectual evaluation comparing attributes with values
Based on conditioning through association or reinforcement
Based on emulation (copying) of respected examples
Classical Conditioning Process
Unconditioned stimulus
(waterfall)
(freshness, purity)
Unconditioned response
Association develops through contiguity and repetition
Conditioned stimulus
(Brita water filtration pitcher)
(freshness, purity)
Conditioned response
Classical Conditioning for Cosmetics
Instrumental Conditioning Process
Behavior (consumer uses product or service)
Positive or negative consequences occur (reward or punishment)
Increase or decrease in probability of repeat behavior (purchase)
Cognitive Learning Process
Goal
Purposive Behavior
Insight
Goal Achievement
External Influences on Consumers
Culture
Subculture
Social class Reference groups Situations
Sub-cultural Ads Appeal to Shared Beliefs, Values and Norms
Thank You, Class
doc_886983017.ppt