Transcript Customer behavior

Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Customer attitudes
Perception – Process by which people select, organize and interpret
stimuli to the five senses.
Learning – Process by which individuals acquire the buying and
consumption knowledge and experience they apply to future
behavior
Culture – Sum total of beliefs, values, customs that serve to direct
the customer behavior of members of a particular society
Beliefs – Very large number of verbal and mental statements that
reflect a person’s particular knowledge and assessment of
something
Values – Deep seated motivations instilled from culture
Customs – modes of behavior that is culturally approved or
accepted ways of behaving in specific situations
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Customer attitudes
Attitudes – Learned predisposition to behave in a
consistently favorable or unfavorable way towards
market related objects, events or situations
The way we think, act and feel towards objects
Values and Beliefs guide Attitudes.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
ABC model of Attitude
Affective
(Feelings)
Behavior
Stimuli
(Actions)
Cognition
(Beliefs)
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Attitudes
Cognitive (Beliefs)
2 Types:
Informational – Product attributes
Evaluative – Product benefits
Attributes aren’t Benefits!!
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Affective (Feelings)
Relevant in products that is aimed at Self image.
Feelings change easily and is short lived.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Behavior (Actions)
Behavior is the most visible expression of Attitude
We can influence feelings and beliefs but very difficult to
alter behavior directly.
The 3 components are linked and influencing one will
affect the other.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Functions of Attitudes
Utilitarian Function
Express feelings that maximize rewards and minimize punishment.
Positive stimuli create positive feelings.
Ego defensive Function
Protect person from the harsh realities of life!
Stimuli emphasize your possible positive aspects
Value expressive function
Customers “walk the talk” when the life their values.
Knowledge function
“Learn” an Attitude with experiences
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Formation of Attitudes
Classical Conditioning
Instrumental conditioning
Cognitive learning
Experience
External authorities
(Marketing Communications)
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Strategies to change Attitudes
Changing Affective component (Feelings)
Classical Conditioning
Linking you product to a stimulus that the customer like.
Producing positive affect (Feelings)
A well liked advertisement produces positive feelings towards
product
Mere Exposure
Repeating an advert till it’s liked
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Strategies to change Attitudes
Changing the Behavioral component (Action)
Buy reducing risk – Trials, samples, Free gifts
By rewarding positive behavior – Loyalty points,
air miles,
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Strategies to change Attitudes
Changing the Cognitive component (Beliefs)
Change Beliefs
Shift Performance
Add beliefs
Change the “ideal”
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Personality and Self concept
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Personality
Motives
Needs
Attitudes
Perception
Learning
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Culture
Personality
Those inner psychological characteristics that determine
and reflect how a person responds to their particular
environment
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Characteristic of Personality
Individual differences
People are made up with unique combination of
factors
Some level of similarity is present
Consistent and Enduring
Elements that make up a personality may change but
the basic essence will remain in the short term.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Characteristic of Personality
Person is linked to their environment
People always act in the context in which they are
Differences in personalities are expressions of inherent
tendencies and the social environment
Personality can change
Sudden high intensity event and repeated events over time will
change personalitie
Because a new learning takes place
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Personality Theories
Freud’s Psychoanalytical theory
We are what we buy
Neo Freudian Theory
We act in such a way to minimize our Inferiority feelings
Trait Theory
We are made up of specific individual characteristics or “traits”
that determine how we act
Gestalt
Personality + Environment > More powerful
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Value of Personality to Marketers
Product Image = Product that reflect the
personality of the purchasers
Personalities are important in effective
advertising
Inner Directed vs. Outer Directed
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior