Transcript Consumer Behavior

AB219 Marketing
Unit Three
Tonight’s Focus:
Consumer and Business Buyer Behavior
What do I have to do this week?
• Reading: Chapter 5.
• Discussion: Toyota & Consumer
Buying Influences
• Career Development Activity
(same format & requirements as discussions)
• U3 Quiz: “untimed” quiz
Complete by Tuesday @ 11:59 pm. (weekly deadline)
Discussion Requirement - Setting Up 2
APA Styled Reference Sources
• Website would be structured as follows:
Ghirardelli Chocolate (2011). Ghirardelli.com. Retrieved
from http://www.ghirardelli.com/about/history
• Look at the “Referencing in APA Guide,“ in doc
sharing, as a guide to setting up different types of
reference sources.
• Look at the “Citing in APA Guide,” in doc sharing, as a
guide to citing within your assignments & projects.
• You can also simply do a Google search on how to
setup a particular reference type in APA format.
U2 Powerpoint Assignment
• How hard did you find it?
• What suggestions do you have to make it clearer on
what has to be done?
• Please note that late submissions are under the late
policy, out of fairness to all classmates, but better to get
most points than none!
Grades & Work Deadlines
When are your Grades Posted/Work Graded?
• By Sunday Evening after Unit closes!!!!!!!!!!!
• Click on the individual grades to see my comments. (Particularly for
the Assignments, Research Projects & Discussions)
When is your Unit Work Due?
• Weekly Deadline: Tuesdays @ 11:59 pm EST.
• If no documented Life or personal emergency … late policy will
apply. (this policy is strictly followed out of fairness for entire
class!)
What if I have a Problem or Emergency?
• If an emergency or major problem comes up…………contact me!
• If deadline is missed, get in touch with me as soon as possible to
discuss it.
External Marketing Environment
• Microenvironmental actors that include:
- The organization itself
- Suppliers
- Marketing Intermediaries
- Competitors
- Publics
- Customers
• Macroenvironmental Forces that inlclude:
- Demographic environment
- Economic environment
- Natural environment
- Technological environment
- Political environment
- Cultural environment
TOMS Shoes & External Environment
Marketing Mix & Macro/Micro
environment
Review of Unit Two
• How did it go? Questions or concerns?
• Instructor suggestions for Unit 3
• Questions
Consumer Behavior
The buying behavior of people who purchase products for
personal or household use and not for business purposes.
We study consumer behavior in order to:
• understand the major influences on what, where, when and how
consumers buy
• be in a better position to develop marketing strategies
Influences on Consumer Behavior
• Four Factors: 1) Cultural, 2) Social 3) Personal
& 4) Psychological.
• Figure 5.2, in ebook, exemplifies these influences.
Culture
• Single broadest determinant of consumer behavior
• Accumulation of values, knowledge, beliefs, customs,
objects, and concepts that characterizes a society
• INCLUDES Culture, Subculture and Social Class.
Subcultures
• Groups of individuals whose values and behavior
patterns are similar
• Can be based on a number of factors, including
- Geography
- Demographic characteristics
- Common experiences and history
Social Classes
• Open groups of individuals with similar social rank
-Three most important factors: Education, Occupation,
and Income
-Upper
-Middle
-Working
-Lower
Social Influences
INCLUDES THE FOLLOWING:
• Reference Groups
-Groups that we do or don’t want to be associated
with
-Opinion leaders are important in this influence
grouping
-Online social networking is increasingly being used to
identify one’s reference group
• Family
- Strong influences, particularly in early years
• Roles and Status
- Where one sees or is placed in the group hierarchy
Personal Influences
INCLUDES THE FOLLOWING:
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Age and life cycle stage
Occupation
Economic situation
Lifestyle
Personality and self-concept
Think about the changes in consumption that take place
as these personal influences change in a person’s life.
Psychological Factors – Motivation
Factors
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Self actualization
Esteem
Social
Safety
Physiological
Psychological influences - Perception
• Selective Exposure
• Selective Distortion
• Selective Retention
Psychological Influences - Learning
• Change in behavior resulting from experience &
information
• Begins with
-Drive or Need
-Cue- can be turned on by any sense
-Response
-Reinforcement
-Generalization
Psychological Influences - Beliefs and
Attitudes
• Beliefs
-Descriptive and objective thought about something
-Based on knowledge, opinion or faith
-Does not carry emotional baggage that an attitude
does
• Attitudes
-Hard Direction to Change, but do-able
- A belief linked to an emotion
A Few Other Consumer Behavior
Concepts to Learn
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Consumer Buying Decision Process
Stages in the Consumer Adoption Process
Consumer Adoption Categories
What are the differences between Consumer &
Organizational Buying Behavior?
Consumer Decision Process
1. Problem Recognition
2. Information Search
Internal
External
3. Evaluation of Alternatives
consideration set
evaluative criteria
4. Purchase
5. Post Purchase Evaluation
Cognitive Dissonance
Stages in Consumer Adoption Process
1.
2.
3.
4.
5.
Awareness
Interest
Evaluation
Trial
Adoption
Adopter Categories – “Diffusion”
• Innovators
• Early Adopters
• Early Majority
• Late Majority
• Laggards
• One Note: You can fall into different categories
depending on the product we are talking about.
Organizational Buying Behavior
• Different from consumer buying
-Purchases are used to produce goods or services
-Used to resell or rent to consumers
• Fewer buyers, but larger
• Process is more complex and involves more people
than the consumer buying process
• Buying situations
-New-task purchases
-Straight rebuy
-Modified rebuy
What do I have to do this week?
• Reading: Chapter 5.
• Discussion: Toyota & Consumer
Buying Influences
• Career Development Activity
(same format & requirements as discussions)
• U3 Quiz: “untimed” quiz
Complete by Tuesday @ 11:59 pm. (weekly deadline)
Any Questions?
Thank you for attending!
See you next week .... Same Place, Same Time!