Transcript Foundations of Marketing

of
MARKETING
Chapter
8
Consumer
Behaviour
Copyright © 2003 by Nelson, a division of Thomson Canada Limited.
Consumer Behaviour
Chapter
8
Objectives
8-1
1. Describe how consumer behaviour is affected by two main categories
of influence: environmental & individual factors.
2. Explain the role of culture in consumer behaviour.
3. Consider the effects of reference groups on consumer behaviour.
4. Distinguish between needs and motives.
5. Explain perception.
6. Define attitude and its three main components, and explain how
attitude influences behaviour.
7. Demonstrate how learning theory can be applied to marketing
strategy.
8. Show the steps of the consumer decision process and how
environmental and individual factors affect this process.
9. Differentiate among routinized response behaviour, limited problem
solving, and extended problem solving.
Copyright © 2003 by Nelson, a division of Thomson Canada Limited.
Consumer Behaviour
Chapter
8
Consumer Behaviour
• The activities of individuals in
obtaining, using, and disposing of
goods and services, including the
decision processes that precede and
follow these actions.
8-2
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Consumer Behaviour
Chapter
8
Figure 8.1
Determinants of Consumer Behaviour
Individual factors
and psychological
processes
Environmental
factors
Consumer
behaviour
8-3
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Consumer Behaviour
Chapter
8
Figure 8.2
Environmental Factors That Affect
Consumer Behaviour
Cultural Influences
Social Influences
• Group influences
• Reference groups
• Social class
• Family influences
CUSTOMER
DECISIONS
8-4
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Consumer Behaviour
Chapter
8
Culture
• The complex of values, ideas,
attitudes, institutions, and other
meaningful symbols created by people
that shape human behaviour, and the
artifacts of that behaviour, transmitted
from one generation to the next.
8-5
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Consumer Behaviour
Table 8.1
Chapter
8
Summary of Significant Canadian
Characteristics
As a Function of Being a Part of the North American Reality
•Modern orientation
•Openness to new ideas
•Egalitarianism
•A rich, developing society with many needs and high materialistic expectations
•Growing, more diffuse middle class
8-6
In Relation to the United States
•Conservative tendencies
•Traditional bias
•Greater confidence in bureaucratic institutions
•Collectivity orientation--reliance on institutions such as state, big business, and the
church vs. personal risk taking
•Less achievement-oriented
•Lower optimism--less willing to take risks
•Greater acceptance of hierarchical order and stratification
•Tolerance for diversity--acceptance of cultural mosaic
•Family stability
•Selective emulation of the United States--resistance to some American characteristics
and dominance, yet willingness to emulate
•Elitist and ascriptive tendencies
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Consumer Behaviour
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8
Microculture
• A subgroup with its own distinguishing
modes of behaviour.
8-7
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Consumer Behaviour
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8
Status
• Relative position in a group.
8-8
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Consumer Behaviour
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8
Role
• The rights and duties expected of an
individual in a group by other members
of the group.
8-9
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Consumer Behaviour
Chapter
8
Asch Phenomenon
• The impact that groups and group
norms can exhibit on individual
behaviour.
8-10
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Consumer Behaviour
Chapter
8
Reference Group
• A group whose value structures and
standards influence a person’s
behaviour.
8-11
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Consumer Behaviour
Chapter
8
Membership Group
• A type of reference group to which
individuals actually belong.
8-12
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Consumer Behaviour
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8
Aspirational Group
• A type of reference group with which
individuals wish to associate.
8-13
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Consumer Behaviour
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8
Disassociative Group
• A type of reference group with which
an individual does not want to be
identified.
8-14
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Consumer Behaviour
Chapter
8
Figure 8.3
Group Influence as a Function of Product Type
and Consumption Situation
Strong reference
Weak reference
Product or Brand
group influence (-) group influence (+)
Strong reference
group
influence (+)
Weak reference
group
influence (-)
8-15
Public necessities
Influence: Weak
product and strong
brand
Examples: Wristwatch,
automobile, man’s suit
Public luxuries
Influence: Strong product
and brand
Examples: Golf clubs, snow,
skis, sailboat
Private necessities
Influence: Weak product
and brand
Examples: Mattress,
floor lamp, refrigerator
Private luxuries
Influence: Strong product
and weak brand
Examples: TV game, trash
compactor, icemaker
Source: William O. Bearden and Michaeli Etzei, “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research 9
(September 1982), p. 185, published by the University of Chicago Press. Reprinted with permission.
Copyright © 2003 by Nelson, a division of Thomson Canada Limited.
Consumer Behaviour
Chapter
8
Social Class
• The relatively permanent divisions in a
society into which individuals or
families are categorized based on
prestige and community status.
8-16
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Consumer Behaviour
Chapter
8
PSTYE
• A geodemographic classification
system that identifies lifestyle cluster
profiles across Canada.
8-17
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Consumer Behaviour
Table 8.2
Chapter
8
PSYTE Cluster Profile, Estimated 1999 Canadian Households
(1 of 2)
8-18a
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Consumer Behaviour
Table 8.2
Chapter
8
PSYTE Cluster Profile, Estimated 1999 Canadian Households
(2 of 2)
8-18b
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Consumer Behaviour
Chapter
8
Opinion Leaders
• Trendsetters – individuals who are
more likely to purchase new products
early and to serve as information
source for others in a group.
8-19
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Consumer Behaviour
Figure 8.4
Chapter
8
Relative Influence of Husbands
and Wives in
Decision Making
8-20
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Consumer Behaviour
Chapter
8
Figure 8.5
Environmental and Individual Factors
that Influence Behaviour
Environmental
• Cultural influences
• Social influences
-group influences
-reference groups
-social class
-family influences
Psychological
Processes
• Information processing
• Learning
• Attitude formation
• Perceptual screening
Individual
• resources
• needs
• motives
• perceptions
• attitudes
• lifestage
Customer Decisions
8-21
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Consumer Behaviour
Chapter
8
Need
• The perceived difference between the
current state and a desired state.
8-22
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Consumer Behaviour
Chapter
8
Motive
• An inner state that directs us toward
the goal of satisfying a felt need.
8-23
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Consumer Behaviour
Chapter
8
Perception
• The meaning that each person
attributes to incoming stimuli received
through the five senses.
8-24
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Consumer Behaviour
Chapter
8
Perceptual Screen
• The filter through which messages
must pass.
8-25
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Consumer Behaviour
Chapter
8
Subliminal Perception
• A subconscious level of awareness.
8-26
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Consumer Behaviour
Chapter
8
Weber’s Law
• The higher the initial intensity of a
stimulus, the greater the amount of the
change in intensity that is necessary in
order for a difference to be noticed.
8-27
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Consumer Behaviour
Chapter
8
Attitudes
• A person’s enduring favourable or
unfavourable evaluations of some
object or idea.
8-28
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Consumer Behaviour
Chapter
8
Figure 8.7
Three Components of Attitude
Cognitive component
(knowledge and beliefs)
Affective component
(overall feelings)
Overall Attitude
(overall orientation
toward object or idea)
Conative component
(behavioural tendencies)
8-29
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Consumer Behaviour
Chapter
8
Cognitive Component
• The knowledge and beliefs one has
about an object or concept.
8-30
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Consumer Behaviour
Chapter
8
Affective Component
• One’s feelings or emotional reactions.
8-31
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Consumer Behaviour
Chapter
8
Conative Component
• The way one tends to act or behave.
8-32
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Consumer Behaviour
Chapter
8
Learning
• Changes in knowledge, attitudes, and
behaviour, as a result of experience.
8-33
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Consumer Behaviour
Chapter
8
Drive
• Any strong stimulus that impels action.
8-34
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Consumer Behaviour
Chapter
8
Cue
• Any object existing in the environment
that determines the nature of the
response to a drive.
8-35
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Consumer Behaviour
Chapter
8
Response
• The individual’s reaction the cues and
drives.
8-36
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Consumer Behaviour
Chapter
8
Reinforcement
• The reduction in drive that results from
a proper response.
8-37
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Consumer Behaviour
Chapter
8
Shaping
• The process of applying a series of
rewards and reinforcement so that
more complex behaviour can evolve
over time.
8-38
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Consumer Behaviour
Chapter
8
Shaping
• The process of applying a series of
rewards and reinforcement so that
more complex behaviour can evolve
over time.
8-39
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Consumer Behaviour
Figure 8.8
Chapter
8
Application of Learning Theory and Shaping
Procedure to Marketing
Approximation Sequence
Shaping Procedure
Induce product
trial
Free samples distributed,
large discount coupons
enclosed
Induce purchase with
financial obligation
Discount coupon prompts
purchase with little cost;
coupon good for small
discount on next purchase
enclosed
Induce purchase with
moderate financial
obligation
Induce purchase with
full financial
obligation
Reinforcement Applied
Product performance and
coupon
Product performance and
coupon
Small discount coupon
prompts purchase with
moderate cost
Product performance
Purchase occurs without
coupon association
Product performance
Terminal Goal: Repeat Purchase Behaviour
8-40
Source: Adapted from Michael Le. Rothschild and William C. Gaidis, “Behavioral Learning Theory: Its Relevance to Marketing and Promotion,” Journal of
Marketing ( Spring 1981), p. 72. Reprinted by Permission of the American Marketing Association.
Copyright © 2003 by Nelson, a division of Thomson Canada Limited.
Consumer Behaviour
Chapter
8
Figure 8.9
Consumer Decision Process
Input
Problem
recognition
-from marketing
activities
-other stimuli
Information Processing
Information
search
Alternative
evaluation
Environment Factors
•Cultural influences
•Social influences
-group influences
-needs
-reference groups
-social class
-family influences
Decision Process
Purchase
decision and
purchase act
Postpurchase
evaluation
Individual Factors
-motives
-perceptions
-attitudes
-learning
8-41
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Consumer Behaviour
Chapter
8
Evoked Set
• The number of brands that a consumer
actually considers in making a
purchase decision.
8-42
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Consumer Behaviour
Chapter
8
Evaluative Criteria
• Features the consumer considers in
making a choice among alternatives.
8-43
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Consumer Behaviour
Chapter
8
Cognitive Dissonance
• The postpurchase anxiety that occurs
when there is a discrepancy between a
person’s knowledge and beliefs
(cognitions).
8-44
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Consumer Behaviour
Chapter
8
Consumer Problem-Solving
Categories
• Routinized response
• Limited problem solving (LPS)
• Extended problem solving (EPS)
8-45
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Consumer Behaviour
Chapter
8
Low-Involvement Products
• Products with little significance, either
materially or emotionally, that a
consumer may purchase first and
evaluate later (while using them).
8-46
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Consumer Behaviour
Chapter
8
High-Involvement Products
• Products for which the purchaser is
highly involved in making the purchase
decision.
8-47
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