Transcript Ch05 - Cal State LA - Instructional Web Server

McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:
LO1
LO2
Describe the stages in the consumer
purchase decision process.
Distinguish among three variations of
the consumer purchase decision
process: routine, limited, and extended
problem solving.
5-2
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:
LO3
Identify major psychological influences
on consumer behavior.
LO4
Identify the major sociocultural
influences on consumer behavior.
5-3
WHO’S REALLY BUYING THAT NEW CAR? JUST
ASK HER!
5-4
LO1
PURCHASE DECISION PROCESS
PROBLEM RECOGNITION

Consumer Behavior

Purchase
Decision Process
5-5
FIGURE 5-1 The purchase decision process
consists of five stages
5-6
LO1
PURCHASE DECISION PROCESS
INFORMATION SEARCH

Internal Search

External Search
• Personal Sources
• Public Sources
• Market-Dominated Sources
5-7
FIGURE 5-2 Consumer Reports’ evaluation
of flash-memory MP3 players (abridged)
5-8
LO1
PURCHASE DECISION PROCESS
ALTERNATIVE EVALUATION

Evaluative Criteria

Consideration Set
5-9
LO1
PURCHASE DECISION PROCESS
PURCHASE DECISION

Decide from Whom to Buy

Decide When to Buy
5-10
LO1
PURCHASE DECISION PROCESS
POSTPURCHASE BEHAVIOR

Cognitive Dissonance

Marketing Matters: The Value
of a Satisfied Customer
5-11
LO2
PURCHASE DECISION PROCESS
CONSUMER INVOLVEMENT & PROBLEM SOLVING

Involvement
• Extended Problem Solving
• Limited Problem Solving
• Routine Problem Solving
5-12
FIGURE 5-3 Comparison of problem-solving
variations: extended, limited, and routine
5-13
LO2
PURCHASE DECISION PROCESS
INVOLVEMENT & MARKETING STRATEGY

Low Involvement
• Maintain Product Quality
• Avoid Stockouts
• Reduce Cognitive Dissonance with Ads

High Involvement:
Use Ads and
Personal Selling
5-14
LO2
PURCHASE DECISION PROCESS
SITUATIONAL INFLUENCES

Situational Influences
• Purchase Task
• Social Surroundings
• Physical Surroundings
• Temporal Effects
• Antecedent States
5-15
FIGURE 5-4 Influences on the consumer
purchase decision process from both
internal and external sources
5-16
LO3
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
MOTIVATION AND PERSONALITY

Motivation

Hierarchy of Needs
• Psychological Needs
• Safety Needs
• Social Needs
• Personal Needs
• Self-Actualization Needs
5-17
FIGURE 5-5 Hierarchy of needs
5-18
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
LO3
MOTIVATION AND PERSONALITY

Personality

Traits

National Character

Self-Concept
5-19
LO3
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
PERCEPTION

Perception
• Selective Perception
• Selective Exposure
• Selective Comprehension
• Selective Retention

Subliminal Perception
5-20
LO3
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
PERCEIVED RISK

Strategies to Reduce Perceived Risk
• Obtain Seals of Approval
• Secure Endorsements
• Provide Free Trials/Samples
• Give Extensive Instructions
• Provide Warranties/Guarantees
5-21
Fresh Step and Velocity
What strategy to reduce risk?
5-22
LO3
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
LEARNING

Learning

Behavioral Learning
• Drive (Hunger)
• Response
• Cue
• Reinforcement
5-23
LO3
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
LEARNING

Behavioral Learning
• Stimulus Generalization
• Stimulus Discrimination

Cognitive Learning

Brand Loyalty
5-24
LO3
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
ATTITUDES AND BELIEFS

Attitude Formation
• Attitude
• Values
• Beliefs
5-25
LO3
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
ATTITUDES AND BELIEFS

Attitude Change
• Change Beliefs About a Brand’s Attributes
• Changes Perceived Importance
of Attributes
• Add New Product Attributes
5-26
Colgate and Bayer
How did the ads change attitudes for these products?
5-27
LO3
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
CONSUMER LIFESTYLE

Lifestyle

Psychographics
5-28
LO4
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
PERSONAL INFLUENCE

Opinion Leaders

Word of Mouth
• Buzz
5-29
LO4
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
REFERENCE GROUPS

Reference Groups
• Membership Group
• Aspiration Group
• Dissociative Group
5-30
LO4
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
FAMILY INFLUENCE

Consumer Socialization

Family Life Cycle
• Traditional Family

Family Decision Making
• Information Gatherer
• Purchaser
• Influencer
• User
• Decision Maker
5-31
FIGURE 5-6 Modern family life cycle stages
and flows
5-32
LO4
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
SOCIAL CLASS

Social Class
• Upper Class
• Middle Class
• Working/Lower Class
5-33
LO4
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
CULTURE AND SUBCULTURE

Culture

Subculture
• Hispanic Buying Patterns
• African American Buying Patterns
• Asian American Buying Patterns
5-34
VIDEO CASE 5
BEST BUY: USING CUSTOMER CENTRICITY
TO CONNECT WITH CUSTOMERS
5-35
VIDEO CASE 5
BEST BUY
1. How has an understanding
of consumer behavior helped
Best Buy grow from a small
specialty audio retailer to the
world’s largest consumer
electronics retailer?
5-36
VIDEO CASE 5
BEST BUY
2. What were the advantages and
disadvantages of using “customer
centricity” to create five segments
of Best Buy customers.
5-37
VIDEO CASE 5
BEST BUY
3. How are men and women
different in their consumer
behavior when they are
shopping in a Best Buy store?
5-38
VIDEO CASE 5
BEST BUY
4. What are two or three
(a) objective evaluative criteria
and (b) subjective evaluative
criteria female consumers use
when shopping for electronics
at Best Buy?
5-39
VIDEO CASE 5
BEST BUY
5. What challenges does Best Buy
face in the future?
5-40
SUPPLEMENTAL
LECTURE NOTE 5-1
MISTAKES MUY GRANDE
5-41
IN-CLASS ACTIVITY 5-1
BUYING PROCESS FOR
STARBUCKS COFFEE
5-42
Starbucks House Blend Coffee and Server
5-43
FIGURE 5-A Purchase decision process
5-44
IN-CLASS ACTIVITY 5-2
MAKING DECISIONS
WITH THE PRESIDENT OF
KEN DAVIS PRODUCTS, INC.
5-45
Ken Davis Jazz it Up Marinade Sauce
5-46
Ken Davis News
5-47
Consumer Behavior
Consumer behavior consists of
the actions a person takes in
purchasing and using products
and services, including the mental
and social processes that come
before and after these actions.
5-48
Purchase Decision Process
The purchase decision process
consists of the five stages a buyer
passes through in making choices
about which products and services
to buy: (1) problem recognition,
(2) information search, (3) alternative
evaluation, (4) purchase decision,
and (5) postpurchase behavior.
5-49
Evaluative Criteria
Evaluative criteria consist of
Factors that represent both the
objective attributes of a brand
and the subjective ones a
consumer uses to compare
different products and brands.
5-50
Consideration Set
A consideration set is the group
of brands that a consumer would
consider acceptable from among
all the brands in the product class
of which he or she is aware.
5-51
Cognitive Dissonance
Cognitive dissonance is the
feeling of postpurchase
psychological tension or anxiety
consumers may experience when
faced with two or more highly
attractive alternatives.
5-52
Involvement
Involvement is the personal,
social, and economic significance
of the purchase to the consumer.
5-53
Situational Influences
Situational influences consist of the five
aspects of the purchase situation that
impacts the consumer’s purchase decision
process:
(1) the purchase task,
(2) social surroundings,
(3) physical surroundings,
(4) temporal effects, and
(5) antecedent states.
5-54
Motivation
Motivation is the energizing force
that stimulates behavior to satisfy
a need.
5-55
Personality
Personality is a person’s
consistent behaviors or responses
to recurring situations.
5-56
Self-Concept
Self-concept is the way people
see themselves and the way they
believe others see them.
5-57
Perception
Perception is the process by
which an individual selects,
organizes, and interprets
information to create a
meaningful picture of the world.
5-58
Subliminal Perception
Subliminal perception involves
seeing or hearing messages
without being aware of them.
5-59
Perceived Risk
Perceived risk is the anxieties
felt because the consumer cannot
anticipate the outcomes of a
purchase but believes that there
may be negative consequences.
5-60
Learning
Learning consists of those
behaviors that result from
(1) repeated experience and
(2) reasoning.
5-61
Brand Loyalty
Brand loyalty is a favorable
attitude toward and consistent
purchase of a single brand over
time.
5-62
Attitude
An attitude is a learned
predisposition to respond to an
object or class of objects in a
consistently favorable or
unfavorable way.
5-63
Beliefs
Beliefs are a consumer’s
subjective perception of how a
product or brand performs on
different attributes based on
personal experience, advertising,
and discussions with other people.
5-64
Lifestyle
Lifestyle is a mode of living that
is identified by how people spend
their time and resources, what
they consider important in their
environment, and what they think
of themselves and the world
around them.
5-65
Opinion Leaders
Opinion leaders are individuals
who exert direct or indirect social
influence over others.
5-66
Word of Mouth
Word of mouth involves the
influencing of people during
conversations.
5-67
Reference Groups
Reference groups consists of
people to whom an individual
looks as a basis for self-appraisal
or as a source of personal
standards.
5-68
Consumer Socialization
Consumer socialization is the
process by which people acquire
the skills, knowledge, and
attitudes necessary to function as
consumers.
5-69
Family Life Cycle
A family life cycle consists of
the distinct phases that a family
progresses through from
formation to retirement, each
phase bringing with it identifiable
purchasing behaviors.
5-70
Social Class
Social class consists of the
relatively permanent,
homogeneous divisions in a
society into which people sharing
similar values, interests, and
behavior can be grouped.
5-71
Subcultures
Subcultures are the subgroups
within the larger, or national,
culture with unique values, ideas,
and attitudes.
5-72