Transcript 1 How and Why Consumers Buy (cont`d)

Chapter 6
Analyzing
Consumer
Markets and
Buyer Behavior
PowerPoint by Yu Hongyan
Business School of Jilin University
Objectives
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How and why consumer buy
Buyer Decision Making
Consumer Behavior
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The field of Consumer Behavior:
“studies how individuals, groups, and
organizations select, buy, use, and dispose
of goods, services, ideas, or experiences to
satisfy their needs and desires.”
1. How and Why Consumer buy
Figure 6-1:
Model of Customer Buyer Behavior
1 How and Why Consumers Buy (cont’d)
Influence Factors
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Cultural
Social
Personal
Psychological
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Broadest and
deepest influence
Culture
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Coca Cola
Coca Cola China
Pepsi
Subculture
Social classes
How and Why Consumers Buy (cont’d)
Success
Materialism
Freedom
Progress
Core
American
Values
Efficiency
Activity
1 How and Why Consumers Buy (cont’d)
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Social classes are relatively
homogeneous and enduring divisions in
a society, which are hierarchically
ordered and whose members share
similar value, interests, and
behavior
Reflect income, occupation, education
1 How and Why Consumers Buy (cont’d)
Relative size
1.5%
Group
Upper-class
12.5%
32%
38%
Some (abbreviated) characteristics
People from old wealthy families and
socially prominent new rich...
Upper-middle
class
Lower-middle
class*
Small business people, teachers,
office workers, technicians--the
typical white collar workers...
Upper-lower
The blue collar workers--factory
(“working”) class* workers, skilled laborers, and service
people…most earn good incomes...
16%
Lower-lower
class
* America’s “mass market”
Unskilled laborers and people in very
low status occupations
How And Why Consumers Buy
Influence Factors
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Cultural
Social
Personal
Psychological
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Reference groups
Family
Social roles and
statuses
1 How and Why Consumers Buy (cont’d)
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Social Factors
 Reference
Group
A
person reference group consists of all the
groups that have a direct or indirect influence
on the person’s attitude or behavior
 Membership
groups are groups having a
direct influence on a person, such as family,
friend, neighbors
1 How and Why Consumers Buy (cont’d)
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Family
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The family is the most important consumer-buying
organization in society
The family of orientation consists of one’s
parents and siblings同胞
Family of procreation, one’s spouse and
children
Marketers are interested in the role and relative
influence of the wife, child, and so on
1 How and Why Consumers Buy (cont’d)
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Roles and Statues
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A role consists of the activities that a
person is expected to perform, students,
professor, and administer
Each role carries a status
Marketers are aware of the status
symbol potential of products and brands
Such as the beer to drink ?
1 How and Why Consumers Buy (cont’d)
Influence Factors
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Cultural
Social
Personal
Psychological
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Age
Stage in life cycle
Occupation
Economic
circumstances
Lifestyle
Personality
Self-concept
1 How and Why Consumers Buy (cont’d)
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Personal Factor
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A lifestyle is the person’s pattern of living
in the world as expressed in Activities,
Interest and Opinions.(AIO)
Marketers search for relationships between
their products and lifestyle group
1 How and Why Consumers Buy (cont’d)
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Personal Factors: AIO
ACTIVETIES
INTERESTS
OPINIONS
Work
Hobbies
Social events
Vacation
Entertainment
Clubs
Shopping
Sports
Family
Home
Job
Community
Recreation
Fashion
Food
Achievements
Themselves
Social issues
Politics
Business
Economics
Education
Future
Product
DEMOGRAPHICS
Age
Education
Income
Occupation
Family size
City size
Stage in cycle
Geography
1 How and Why Consumers Buy (cont’d)
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Personal Factors
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SRI International Values and lifestyle
1 How and Why Consumers Buy (cont’d)
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VALS, established in 1978, is one of the first
major consumer segmentation systems
based on lifestyle characteristics.
Consumer products and services companies
throughout the United States have used
VALS to improve product development,
product positioning, advertising effectiveness,
and corporate image.
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in 1989, the program introduced VALSTM 2, a
new segmentation system that incorporated
recent lifestyle trends and improved the
applicability of the segmentation system to
advertising and marketing applications.
VALS 2 continues to be calibrated校准 against
today's consumer attitudes via the VALS
survey.
VALS2 Segment Activities 2nd Media Use*
12-6
111
68
53
87
71
87
58
112
110
45
94
53
109
54
133
55
115
157
216
89
172
154
143
88
挣扎者
118
109
103
88
117
101
130
141
104
96
123
82
制造者
82
118
96
126
89
73
41
57
69
67
69
85
奋争者
信奉者
93
129
117
119
125
88
93
129
73
63
114
113
体验者
125
155
217
120
171
141
238
155
114
293
145
161
成就者r
完成者
Barbecue outdoors
Do gardening
Do gourmet cooking
Drink coffee daily
Drink herbal tea
Drink domestic beer
Drink imported beer
Do activities with kids
Play team sports
Do cultural activities
Exercise
Do home repairs
Segment
实现者
* Figures under each segment
are the index for each segment
(100 = Base rate usage).
123
104
86
91
81
123
88
116
135
63
102
171
50
80
47
116
68
50
12
32
34
14
39
58
Source: SRI International.
VALS2 Segment Activities 2nd Media
Use*
China Lifestyle
Achiever
Striver
48
64
105
227
173
143
83
115
120
199
113
50
36
73
50
74
106
150
119
113
29
161
132
126
52
90
79
179
87
90
46
129
77
62
114
57
59
96
50
37
66
63
37
93
44
42
109
92
283
231
254
71
109
57
130
135
105
35
71
104
171
94
157
33
49
87
209
86
45
37
89
153
Struggler
Believer
190
109
92
255
274
58
56
83
533
161
96
35
Maker
Fulfilled
Do risky sports
Socialize weekly
Automotive magazines
Business magazines
Commentary magazines
Reader’s Digest
Fish and game magazines
Human-interest magazines
Literary magazines
Watch “Face the Nation”
Watch “L.A. Law”
Watch “McGyver”
Segment
Actualizer
* Figures under each segment
are the index for each segment
(100 = Base rate usage).
Experiencer
12-6 (II)
7
62
22
8
15
130
79
46
31
126
70
140
Source: SRI International.
1 How and Why Consumers Buy (cont’d)
Influence Factors
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Cultural
Social
Personal
Psychological
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Motivation
Perception
Learning
Beliefs
Attitudes
1 How and Why Consumers Buy (cont’d)
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Psychological Factors
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Motivation?
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A need becomes a motive when it is aroused to
a sufficient level of intensity
A motive is a need that is sufficiently pressing
to drive the person to act
A need that is sufficiently pressing to direct the
person to seek satisfaction of the need.
1 How and Why Consumers Buy (cont’d)
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Psychological Factors
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Motivation
Freud’s Theory
 Maslow’s Theory
 Herzberg’s Theory
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1 How and Why Consumers Buy (cont’d)
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Freud’s theory
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The psychological forces shaping people’s
behavior are largely unconscious
Laddering can be used to trace a person’s
motivation, page 91
In-depth interview
Laddering
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您为什么喜欢购买A感冒药
中药成份
为什么中药成分对您来说这么重要呢
为什么副作用小、标本兼治对您选择该产品的影响力这么大呢？
Importance
Projective techniques
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In-depth interview
Word association
Sentence completion
Picture interpretation
In-depth interview
Word association
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A word association test involves reading
words to a respondent who then
answers with the first word that comes
to his or her mind
The researcher look for hidden
meanings or associations between
response and the words being tested on
the original list
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如：
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“奔驰”，被调查者可能联想到
“宝洁”
“海尔”
顺牌
金士百
Sentence Completion Test
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将未完成的句子呈现给被调查者，由它
们来完成的句子
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Someone who drinks beer is ________
Beer is good to drink when _________
Buying beer is ____________ _______
My friends think beer is ____________
Picture interpretation
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让受试者画出他们对某一特定的物体的印象。
Cartoon or Balloon Test
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Each product is capable of arousing a
unique set of motives in consumers
Beer ?action, status, or fun
Motivational positioning
Maslow’s Hierarchy of Needs
5
Selfactualization
(self-development
and realization)
4 Esteem needs
(self-esteem, recognition)
Social needs
3 (sense of belonging, love)
2
1
Safety needs
(security, protection)
Psychological needs
(food, water, shelter)
The PSSP Hierarchy of Needs
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin—for use only with Basic Marketing
1 How and Why Consumers Buy (cont’d)
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Marketing sight
 Maslow’s theory helps marketers
understand how various products fit into
the plans, goals and lives of consumers
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Bread, house, cloth,medicine
Insurance, 安全气囊,预防性药物
causal food, entertainments
Furniture, car, wine, collation
Education,sport, holiday
1 How and Why Consumers Buy (cont’d)
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Herzberg’s Theory
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A two-factor theory that distinguishes
dissatisfiers(factors that cause
dissatisfaction) and satisfier(factors that
cause satisfaction)
The absence of dissatisfiers is not enough,
satisfiers must be actively present to
motivate a purchase
1 How and Why Consumers Buy (cont’d)
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Two implications
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Sellers should do their best to avoid
dissatisfiers
Manufacturer should identify the major
satisfiers or motivators of purchase in the
market and them supply them.
How to do it
1 How and Why Consumers Buy (cont’d)
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Psychological Factors
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Perception
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Perception is the process by which an individual
selects, organizes, and interprets information inputs to
create a meaningful picture of the world.
Marketing Implications of Perception
 Important attributes
 Higher price
 Brand names
 Quality and reliability
 Threshold极限 level of perception
 Product changes
1 How and Why Consumers Buy (cont’d)
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Psychological Factors
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Learning
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Learning involves changes in an individual’s
behavior arising from experience
Most human behavior is learned.
Learning theorists believe that learning is
produced through the interplay of drives,
stimuli, cues, responses, and reinforcement
1 How and Why Consumers Buy (cont’d)
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Psychological Factors
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Beliefs and Attitudes
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Belief
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A belief is a descriptive thought that a person holds
about something
Belief may based on knowledge, opinion, or
faith.
They may or may not carry an emotional
charge.
E.g. Haire, Chinese medicine
1 How and Why Consumers Buy (cont’d)
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Psychological Factors
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Attitude is a person’s enduring favorable or
unfavorable evaluations, emotional feelings,
and action tendencies toward some object or
idea
People have attitudes toward almost
everything:religion, politics, clothes, music
Attitudes put them into a frame of mind of liking
and disliking an object, moving toward or away
from it
2. Consumer Buying Decision Process
Understand
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Buying roles
Buying behavior
Buying decision
process
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Initiator
Influencer
Decider
Buyer
User
2. Consumer Buying Decision Process (cont’d)
Understand
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Buying roles
Buying behavior
Buying decision
process
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Complex buying
behavior
Dissonance-reducing
buying behavior
Habitual buying
behavior
Variety-seeking
buying behavior
2. Consumer Buying Decision Process (cont’d)
High
Involvement
Low
Involvement
Significant
differences
between
brands
Complex
Buying
Behavior
VarietySeeking
Behavior
Few
differences
between
brands
DissonanceReducing Buying
Behavior
Habitual
Buying
Behavior
Four type of consumers buying behavior
2. Consumer Buying Decision Process (cont’d)
Understand
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Buying roles
Buying behavior
Buying decision
process
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Five stages in the
consumer buying
process
The amount of time
spent in each stage
varies according to
several factors
2. Consumer Buying Decision Process (cont’d)
Figure 6-2:
Five-Stage Model of the Consumer Buying Process
Consumer Buying Process
Problem
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior
1. Problem Recognition
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The buying process starts when the
buyer recognize a problem or need
Marketers
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Identify the circumstance that trigger a
particular need
Identify the most frequent stimuli that
spark an interest in a product
2. Information Search
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An aroused consumer will search for
more information
Two level arousal
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Heightened attention
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More receptive to information about a product
Active information search
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Looking for reading materials, phoning friends
2.Information Search (cont’d)
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Four group information sources
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Personal sources:
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Commercial sources:
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Ad, dealers, packaging, displays,salesperson
Public sources
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Family, friend, neighbors
Mass media, consumer-rating organizations
Experiential sources
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Handling, examining, using the product
2.Information Search (cont’d)
Figure 6-3:
Successive Sets Involved in Consumer Decision Making
3. Evaluation of Alternatives
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Some concept can help us to
understand
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The consumer try to satisfy a need
Look for certain benefit form the product
See each product as a bundle of
attributes
3. Evaluation of Alternatives (cont’d)
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The attribute of interest of buyer
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Different product have different attributes
Cameras:
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Hotel
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Picture sharpness, speeds, size, price
Location, cleanliness, atmosphere, price
Tire
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Safety, tread life, ride quality, price
3. Evaluation of Alternatives (cont’d)
Multi attribute model (e.g. Fishbein):
n
Ab   bi ei
i 1
Where:
Ab = Attitude toward brand
bi = strength of belief that brand has attribute i (1
to 7)
ei = evaluation of attribute i (-3 to +3)
n = the number or salient attributes
Attribute
Comput
Memor
Exceptive
Graphics Size
er
y
capabilit and
capacit
y
weight
y
Expect
price
Weight
0.4
0.3
0.2
0.1
1.0
A
10
8
6
4
8.0
B
8
9
8
3
7.8
C
6
8
10
5
7.3
D
4
3
7
8
4.7
3. Evaluation of Alternatives (cont’d)
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Strategy to
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Redesign the computer
Alter beliefs about the brand
Alter beliefs about competitors brand
Alter the importance weights
Call attention to neglected attributes
Shift the buyer’s ideals
4. Purchase Decision
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In the evaluation stage, the consumer
forms preferences
Also form an intention to buy the most
preferred brand
There are two factors between
purchase intention and decision
4. Purchase Decision (cont’d)
Evaluation
of
alternatives
Attitude
of others
Purchase
intention
Purchase
decision
Unanticipated
situational
factors
5. Postpurchase Behavior
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Postpurchase Satisfaction
Postpurchase Actions
Postpurchase Use and Disposal
5. Postpurchase Behavior (cont’d)
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Postpurchase Satisfaction
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Buyer’s expectations
Product’s perceived performance
Consumer form the expectation on the
basis of message received from sellers,
friends and other information recourse
Product claim must be truthfully represent
5. Postpurchase Behavior (cont’d)
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Postpurchase Actions
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Influence subsequent behavior
The satisfied customer will tend to say
good things about the brand to others
Marketer say : our best Ad is a satisfied
customer
Dissatisfied customer may abandon or
return the product
5. Postpurchase Behavior (cont’d)
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Postpurchase Use and Disposal
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Marketers should monitor how buyers use
and dispose of the product
5. Postpurchase Behavior (cont’d)
Figure 6-4: How Consumers Use or Dispose of
Products
Review
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Major Factors Influencing Buyer Behavior
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The Buying Decision Process
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Culture, Social, personal psychological
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
The type of consumer buying
Thank you very much!