Transcript Document

Chapter 9
Consumer Behavior
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Objectives
1. Differentiate between customer behavior and consumer
behavior.
2. Explain how marketers classify behavioral influences
on consumer decisions.
3. Describe cultural, group, and family influences on
consumer behavior.
4. Describe each of the personal determinants of
consumer behavior; needs and motives, perceptions,
attitudes, and self-concept theory.
5. Discuss the difference between high-involvement and
low-involvement purchase decisions.
6. Outline the steps in the consumer decision process.
7. Differentiate among routinized response behavior,
limited problem solving, and extended problem solving
by consumers.
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Customer vs. Consumer Behavior
Customer behavior includes both individual
consumers who buy goods and services for their own
use and organizational buyers who purchase business
products.
Consumer behavior is the process through which the
ultimate buyer makes purchase decisions.
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Three Broad Categories of Consumer
Behavior
1. Cultural
2. Social
3. Family Influences
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This ad is from the early
1900’s demonstrating how
culture changes over time.
The ad states like every
woman her primary
ambition was to marry…”
and discusses the need
for fresh breath.
Other fresh breath
products on this web site
demonstrate how some
things change and some
things stay the same.
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Cultural Influences
•
•
Culture can be defined as the values, beliefs,
preferences, and tastes handed down from
one generation to the next. It is the broadest
environmental determinant of consumer
behavior.
It is important to recognize the concept of
ethnocentrism, or the tendency to view your
own culture as the norm, as it relates to
consumer behavior.
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Core Values in U.S. Culture
• Education
• Individualism
• Freedom
youthfulness
• Activity
• Humanitarianism
• Efficiency
• Practicality
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One of the core
values in the U.S.
culture is family and
another one is
efficiency. This ad
plays to both of
those values.
By visiting the web
site for Stouffers you
will discover they
started in 1922. You
will also find their
basic vision for the
company.
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Subcultures
• Groups with their own distinct modes of
behavior.
• Cultures are not homogeneous entities
with universal values.
• Subcultures differ by:
– Ethnicity
– Nationality
– Age
– Rural versus urban location
– Religion
– Geographic distribution
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Ethnic and Racial Minorities
0.70%
1.80%
0.40%
3.10%
Hispanic American
12.50%
African Americans
Asian American
Native American
Two or More Races
Other
12.10%
Note: Percentages have been rounded.
SOURCE: Data from Roger Simon and Angie Cannon, “An Amazing Journey,” U.S. News & World Report, August 6. 2001,
p. 12.
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Subculture
This web site is
designed to meet
the needs of the
growing Hispanic
population who
prefer SpanishLanguage
Programs.
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Social Influences
Group membership influences an individual’s
purchase decisions and behavior in both overt
and subtle ways.
– Norms are the values, attitudes, and
behaviors that a group deems appropriate
for its members.
– Status is the relative position of any
individual member in a group.
– Roles define behavior that members of a
group expect of individuals who hold
specific positions.
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Reference Groups –
Member’s Purchases
Requires two conditions:
1. The purchased product must be one that
others can see and identify.
2. The purchased item must be
conspicuous; it must stand out as
something unusual, a brand or product
that not everyone owns.
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Social Classes
W. Lloyd Warner identified six
classes:
1. Upper-upper
2. Lower-upper
3. Upper-middle
4. Lower-middle
5. Working class
6. Lower class
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Class rankings are
determined by:
1. Occupation
2. Income
3. Education
4. Family background
5. Residence location
Four Categories of Family Influences
1. Autonomic role is when the partners independently
make equal numbers of decisions.
2. Husband-dominant role is when the husband
makes most of the decisions.
3. Wife-dominant role is when the wife makes most
of the decisions.
4. Syncratic role is when both partners jointly make
most decisions.
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Personal Determinants of Consumer
Behavior
Unique Needs
Self Concepts
Determinants
Personal
Determinants
Motives
Attitudes
Perception
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Learned Responses
Perceptions
Perception is the meaning that a person attributes to
incoming stimuli gathered through the five senses—sight,
hearing, touch, taste, and smell.
Two types of factors:
1. Stimulus factors—characteristics of the
physical object such as size, color, weight,
and shape.
2. Individual factors—unique characteristics of
the individual, including not only sensory
processes but also experiences with similar
inputs and basic motivations and
expectations.
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Subliminal Perception
• Almost 50 years ago, a New Jersey movie
theater tried to boost concession sales by
flashing the words Eat Popcorn and Drink CocaCola.
• Subliminal advertising is aimed at the
subconscious level of awareness.
• Subliminal advertising has been universally
condemned as manipulative, and is exceedingly
unlikely that it can induce purchasing.
• Research has shown that subliminal messages
cannot force receivers to purchase goods that
they would not consciously want.
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Attitude Components
• The cognitive component refers to the
individual’s information and knowledge about an
object or concept.
• The affective component deals with feelings or
emotional reactions.
• The behavioral component involves tendencies
to act in a certain manner.
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Changing Consumer Attitudes
1. Attempt to produce consumer attitudes that
will motivate purchase of a particular
product.
2. Evaluate existing consumer attitudes and
then make the product features appeal to
them.
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Integrated Model of the Consumer
Decision Process
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Three Categories of Problem-Solving
Behavior
•
Routinized Response Behavior
–
•
Limited Problem Solving
–
•
Consumers make many purchases routinely by
choosing a preferred brand or one of a limited
group of acceptable brands.
Affected by the number of evaluative criteria and
brands, the extent of external search, and the
process for determining preferences.
Extended Problem Solving
–
Results when brands are difficult to categorize or
evaluate.
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