Transcript Influences
chapter 3 consumer behaviour learning objectives_1 • Understand the decision-making processes that consumers go through as they make a purchase • Appreciate how those processes differ between different buying situations 3-2 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 learning objectives_2 • Understand the influences that affect decision-making, whether environmental, psychological or sociocultural • Appreciate the implications of those processes and influences for marketing strategies 3-3 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Figure 3.1 Consumer Buying Decision-Making Process Individual influences Situational influences Decision-making process Group influences 3-4 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Marketing mix The Decision-Making Process Problem Recognition Information search Information evaluation Decision Post-Purchase Evaluation 3-5 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Information Search • What kind of purchase will address problem? • How can the product be obtained? • What information is needed? Source: C&G http://www.cheltglos.co.uk 3-6 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Information Search Ongoing Search 3-7 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Purposeful Search Information Evaluation Information Evaluation involves a process of narrowing down a wide list of potential options to an evoked set, typically by constructing performance criteria with which to judge choices. 3-8 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Interactive Decision Aids 3-9 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Decision • Consumers may use rules of thumb to decide: – Choose the cheapest – Choose the most expensive – Select the brand used before – Others? 3-10 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Post-Purchase Evaluation • Affects likelihood of repeat purchase • May evoke cognitive dissonance 3-11 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Review of the Decision-Making Process I’m hungry Problem recognition What’s available? Information search Cakes or chocolate? Information evaluation Snickers! Decision I should’ve had cake. Post-purchase evaluation 3-12 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Purchasing Situations Routine Limited 3-13 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Extended Routine Problem-Solving Situation • Low risk, low price Purchase stages • Awareness • Trial • Repeat purchase 3-14 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Limited Problem Solving Situation • Moderate price, moderate risk • Relatively infrequent purchase 3-15 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Extended Problem Solving Situation • High cost, high risk • Infrequent purchase 3-16 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Consumer Buying Decision-Making Process Individual influences Situational influences Decision-making process Group influences 3-17 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Marketing mix Situational (Environmental) Influences Sociocultural Regulatory Technological Political Economic Competitive 3-18 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Consumer Buying Decision-Making Process Individual influences Situational influences Decision-making process Group influences 3-19 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Marketing mix Personality Personality can play a role in consumer behaviour, particularly with high involvement products (e.g., choice of holiday) Source: © Hayes & Jarvis (Travel) Ltd http://www.hayesandjarvis.co.uk 3-20 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Perceptions Selective attention Selective perception 3-21 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Selective retention Learning Learning is the more or less permanent change in behaviour which occurs as a result of practice. 3-22 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Figure 3.3 Maslow’s Hierarchy of Needs Fulfilment Self-actualisation Esteem Success Membership Belongingness Safety Security Sex Physiological 3-23 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Potential Status Affection Protection Hunger Attitudes Cognitive Affective 3-24 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Conative Skoda Responded to Negative Attitudes 3-25 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Consumer Buying Decision-Making Process Individual Influences Situational influences Decision-making process Group influences 3-26 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Marketing mix Group Membership Affects individuals by helping to • Differentiate between essential and nonessential purchases • Prioritise purchases where resources are limited • Define meaning of a product and its benefits • Foresee post-purchase implications 3-27 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Other Group Influences Social class Reference groups Culture Family Sub-culture 3-28 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Figure 3.4 Influences on Culture Individual Institutions Culture Societal environment 3-29 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Reference Groups • Membership • Aspirant Source: © Harley-Davidson UK http://www.harley-davidson.com eg Harley Davidson 3-30 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Figure 3.5 Family Life Cycle 3-31 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Figure 3.6 Family as a Decision-Making Unit Initiator Influencer User Purchasing Decision Purchaser 3-32 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Decider Key Terms_1 • _____ refer to the stance that individuals take on a subject that predisposes them to act and react in certain ways. Attitudes • If one has _____ of a product, it means that he or she is conscious that the product exists. Awareness 3-33 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Key Terms_2 • The state of psychological discomfort that arises when a consumer tries to reconcile two conflicting states of mind is known as _____. Cognitive dissonance • _____ is the process that consumers go through in deciding what to purchase. Consumer decision-making 3-34 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Key Terms_3 • What term refers to the personality of the society in which an individual lives, manifest in terms of the built environment, literature, the arts, beliefs and value systems? Culture • The shortlist of potential products that the consumer has to choose from when making a purchase decision is known as the _____. Evoked set 3-35 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Key Terms_4 • What type of problem solving is involved with the purchasing situation requires a great deal of time and conscious information searching and analysis? Extended problem solving • The model that represents the way in which a family's structure changes naturally over time is known as the _____. Family life cycle 3-36 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Key Terms_5 • When consumers have so much information available that they cannot assimilate it and/or feel overwhelmed, they are suffering from _____. Information overload • _____ is the change in behaviour that results from experience and practice. Learning 3-37 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Key Terms_6 • What form of problem solving is used for moderately priced products that are infrequently purchased? Limited problem solving • _____ is the driving force that make people act as they do. Motivation 3-38 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Key Terms_7 • _____ is the way in which individuals analyse and interpret incoming information and make sense of it. Perception • The term,_____, refers to the features, traits, behaviours and experiences that make each person a unique individual. Personality 3-39 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Key Terms_8 • During which stage of the consumer decisionmaking process does the consumer reflect upon whether the product met expectations, exceeded them or was disappointing? Post-purchase evaluation • During which stage of the consumer decisionmaking process does the consumer realise that he or she has a problem that can be solved through purchasing goods or services? Problem recognition 3-40 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Key Terms_9 • The context in which a consumer purchasing decision is made, defined by the frequency of purchase, the risks involved, and the level of information searching undertaken is called the _____. Purchasing situation • _____ are groups to which an individual belongs or aspires to belong and which affect consumer behaviour. Reference groups 3-41 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Key Terms_10 • Firms want consumers to purchase a product on more than one occasion, known as _____. Repeat purchase • Which type of problem solving is used when selecting products that are regularly purchased, and low priced? Routine problem solving 3-42 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 Key Terms_11 • _____ refers to a form of stratification that structures and divides a society, often on the basis of income and occupation, for marketing purposes. Social class • When a consumer purchases and/or uses a product for the first time, a _____ has occurred. Trial 3-43 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006