Transcript Consumer Behavior

Consumer Behavior
Model of Buyer Behavior
Factors Influencing Consumer Behavior
Culture
• Culture is often the most powerful cause of a
person's needs, wants and behavior.
• Characteristics of Culture
– Culture is learned.
– Certain aspects of culture never change.
– Cultural shifts create opportunities.
– Subcultures can be of even greater interest to
marketers than cultures.
Marketing to Subcultures
Procter & Gamble targets
Hispanics using print and TV and
has developed special Spanish
versions of some brands.
Social Class
• Society’s relatively permanent and ordered
divisions
• Social Class Members share similar values,
interests, and purchase behaviors
• Indentify by: income, occupation, education,
wealth, and other variables
• Opportunity: “Social Mobility” products
The Major American Social Classes
Social Factors
• Groups:
– Reference Groups
– Aspirational Groups
– Dissociative Groups
• Opinion Leaders
• Family
• Roles and Status
Toyota caters to family buying influences.
Personal Factors
• Age and Life-Cycle Stage
– Tastes and preferences change over time.
• Occupation
– Occupation influences the purchase of clothing, cars, memberships, etc.
• Economic Situation
– Income-sensitive goods
– Counter-cyclical goods
Personal Factors
• Lifestyle:
– Pattern of living (AIO)
• Activities
• Interests
• Opinions.
• VALS:
– Classifies consumers with
respect to motivation and
resources.
• Predicts purchase behavior
Personality and Self-Concept
• Personality
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One Definition: Unique psychological characteristics that lead to relatively consistent and lasting
responses to one’s environment.
• Freudian Theory
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Subconscious motivations
• “Big 5” - OCEAN
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Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism
• Brands as expressions of identity
• Ideal Self vs. Actual Self
Maslow’s Hierarchy of Needs
Perception
Process by which people select,
organize, and interpret
information to form a
meaningful picture of the world.
People can form different perceptions
of the same stimulus.
Selective Attention
People screen out most stimuli.
Selective Distortion vs. Retention
• Selective Distortion
– Interpreting information in a way that supports what you already
believe.
• Selective Retention
– Remembering the good aspects of something you like and forgetting
the bad aspects of something you dislike.
Learning
• One Definition:
– A relatively permanent change in behavior due to experience.
• Driven by stimulus-response chains (conditioning).
• Strongly influenced by behavioral consequences
(Operant Conditioning)
– Behaviors with satisfying results are repeated.
– Behaviors with unsatisfying results are avoided.
• Different from deliberation
Beliefs and Attitudes
• A belief is a descriptive thought that a
person holds about something.
• An attitude is a person’s consistently
favorable or unfavorable feelings,
evaluations, and tendencies toward
an object or idea.
• Both have lots of staying power.
– Emotional precedents
– Advertising tries to modify beliefs and
attitudes.
The Buyer Decision Process
Need Recognition
Buyers recognize a
need or problem as a
result of internal or
external stimuli.
Marketing communications often stimulate
need recognition.
Triggering Need Recognition
Hungry yet?
Information Search
• High vs. Low
Involvement Purchases
• Cost vs. Benefit Model
• “Big-Ticket” Anomolies
• Cognitive Economy
edmunds.com
Information Sources
– Personal
• Family, friends, neighbors,
and casual or work
acquaintances
– Commercial
• Advertising, salespeople,
dealers, Web sites,
packaging, and displays
– Public
• Mass media articles or news
programs, Internet searches,
consumer rating organizations
– Experiential
• Using, handling, examining or
sampling the product
Which source is most influential?
Evaluation of Alternatives
• ELM: Central vs. Peripheral Route processing
• Some Types of Evaluation Calculus:
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Compensatory vs. Non-compensatory
Weighted Tally Processes
Elimination-by-aspects
Lexicographic
“Checkbox Choice”
Affect Referral
Weighted Tally Process Example
Assume consumer weighs Memory, Graphics, Size/Weight and Price 30%, 20%,
40%, and 10%, respectively.
Computer A’s score would be:
(30% x 10) + (20% x 8) + (40% x 6) + (10% x 4) = 7.4
Successive Sets
Purchase Decision
• Intentions to purchase are sometimes
interrupted.
• Potential “Interrupters”:
– Attitudes & influences of others
– Unexpected situational
factors
– Buyer’s Remorse
– Speed of decision
Postpurchase Behavior
• Consumer satisfaction/dissatisfaction results from gaps
between expectations and perceived performance.
– Performance BELOW Expectations → Disappointment
– Performance EQUALS Expectations → Satisfaction
– Performance GREATER than Expectations → Delight
– Performance MUCH GREATER than Expectations →
Expectation Recalibration
Cognitive Dissonance
• Cognitive Dissonance: “Did I make the right
purchase? Should I have bought this?”
• Minimize dissonance by:
– Offering mechanisms for making complaints
(Customer Service, 800 hotlines, e-mail, etc.)
– Being responsive to problems and questions
– Advertising (remind consumer why choice made sense)
– Minimizing the potential for product misuse (good product
instructions) and “Poke-Yoke”.
Question du Jour
Is this for real?
The Adoption Process
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Awareness
Interest
Evaluation
Trial
Re-Trial
Adoption
Product Adopter Categories
Not everyone adopts at the same pace.
• Innovators: venturesome, try new ideas at some
risk.
• Early adopters: opinion leaders who adopt new ideas
early, but carefully.
• Early majority: deliberate adopters, who adopt
before the average person.
• Late majority: skeptical, adopt only after the majority
of people have tried a product.
• Laggards: last to adopt, tradition bound, and
skeptical of change.
Adopter Categorization Distribution
Product Characteristics That Influence the
Rate of Adoption
• Relative Advantage
– Is the innovation perceived as superior to existing products?
• Compatibility
– Does the innovation fit the values, behavior and experience of the
target market?
• Complexity
– Is the innovation difficult to understand or use or perceived as such?
• Utility & Cost-Benefit
– Can the innovation be used extensively or on a more limited basis?
• Communicability
– Can results be easily observed and described to others?
Question du Jour
Do consumers always know what
they really want or need?
Other Consumer Behavior
Models & Theories
Reactance
• Reactance is an
emotional reaction in
direct contradiction to
rules or regulations that
threaten or eliminate
specific behavioral
freedoms. - Wikipedia
Variety-Seeking vs. Habit Persistence
• Variety-Seeking
– Often driven by need for arousal
– Preference-testing utility
– Consumers often overestimate their variety needs
• Habit Persistence
– Different from “Loyalty”
– Typically driven by risk aversion
Sunk Cost Bias
• Investing more resources in something you
previously invested in, solely because you previously
invested in it.
False Consensus Bias
• Not everyone thinks like you, expects what
you expect, believes what you believe.
Very dangerous for marketers.
Decision Heuristics
• Anchoring & Adjustment
– Reference Points
• Emotion
– Mood Regulation
• Elevation
• Maintenance
– Affect Evaluation
– Effects on Risk Taking
Prospect Theory
Mental Accounting
• Consumers…
– Segregate gains
– Integrate losses
– Integrate smaller losses with larger gains
– Segregate small gains from large losses
Implications for marketing strategy?
In-Class Activity – WHY WE BUY
Choose a product, product line, brand, or company and answer the following:
• What are the obvious (i.e. more superficial) reasons why consumers buy
these products?
• What are the not-so-obvious, more deep-seated reasons/motivations why
consumers buy these products?
• What are the obvious (i.e. more superficial) reasons why consumers do
not buy these products?
• What are the not-so-obvious, more deep-seated reasons/motivations why
consumers do not buy these products?
• Choose one or more of the above reasons/motivations to buy or not buy
and provide an appropriate implication for Marketing strategy.