Transcript Social influence

Chapter 5
Final
Consumers
and Their
Buying
Behavior
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
At the end of this presentation,
you should be able to:
1. describe how economic needs
influence the buyer decision process.
2. understand how psychological variables
affect an individual’s buying behavior.
3. understand how social influences affect
an individual’s buying behavior.
5-2
At the end of this presentation,
you should be able to:
4. explain how characteristics of the
purchase situation influence consumer
behavior.
5. explain the process by which consumers
make buying decisions.
6. understand important new terms.
5-3
Consumer Behavior for Marketing Strategy
Planning (Exhibit 5-1)
Organizational
Consumers
Final Consumers
Chapter 5
Final Consumers and Their
Buying Behavior
Chapter 6
Business and Organizational Customers and
Their Buying Behavior
Marketing mixes
Other stimuli
Person making Decisions
Economic
needs
Psychological
variables
Social
Influences
Culture
Consumer Decision Process
5-4
Person does or does not purchase
Purchase
situation
A Model of Influences on
Consumer Behavior (Exhibit 5-2)
Marketing mixes
All other stimuli
Person making decision
Economic
needs
• Economy of
purchase
• Convenience
• Efficiency
• Dependability
Psychological
variables
• Motivation
• Perception
• Learning
• Attitude
• Trust
• Lifestyle
Social
influence
• Family
• Social class
• Reference
groups
Culture
• Ethnicity
• International
Purchase
situation
• Purchase
reason
• Time
• Surroundings
Consumer decision process
Person does or does not purchase (response)
5-5
Economic Needs Affect Most
Buying Decisions
Economic
Buyers
Economy of
purchase or
use
5-6
Decide to buy
based on
Efficiency in
operation or
use
Economic
Needs
Dependability
in use
Improvement
of earnings
Convenience
Income
Affects
Needs
5-7
Economic
Needs Affect
Many Buying
Decisions—But
They’re Not
the Whole
Story
5-8
Psychological Influences within
an Individual
Needs
Wants
Drives
Consumers seek benefits to match
needs and wants!
5-9
The PSSP Hierarchy of Needs
(Exhibit 5-4)
Personal
Needs
Social Needs
Safety Needs
Physiological Needs
5-10
A New Role for Yogurt
5-11
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Interactive Exercise: Needs
5-12
© 2014 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Checking Your Knowledge
An individual’s insistence on buying
Johnson’s baby bathing soap for his/her
toddler can be termed as a:
A. social need
B. want
C. safety need
D. drive
E. psychological need
5-13
Need Perception
5-14
The Learning Process (Exhibit 5-5)
Drive
Cues
Reinforcement
Response
5-15
Attitudes Relate to Buying
Attitude: A
Point of View
Building
Consumer
Trust
Meeting
Expectations
Is Important
5-16
Belief: An
Opinion
Key Issues
“Green”
attitudes and
beliefs
Changing
Negative
Attitudes
Ethical Issues
May Arise
Psychographics Focus on
Activities, Interests, and Opinions
Activities
Interests
Opinions
5-17
Lifestyle Dimensions (Exhibit 5-6)
Dimension
Examples
Activities
Work
Hobbies
Social events
Vacation
Entertainment
Club membership
Surfing web
Shopping
Sports
Interests
Family
Home
Job
Community
Recreation
Fashion
Food
Media
Achievements
Opinions
Themselves
Social issues
Politics
Business
Economics
Education
Products
Future
Culture
Demographics
Income
Geographic area
Age
Ethnicity
Family life cycle Dwelling
5-18
Occupation
Family size
Education
Social Influences Affect
Consumer Behavior
Family Life Cycle
Acceptance of New Ideas by
Youngsters
Growing Singles Market
Social
Influences
Relocation for Teens
Empty Nesters
Real Decision Maker
5-19
Family Life Cycle Influences Needs
(Exhibit 5-7)
Middle-aged
divorced
without
children
Young
divorced
without
children
Young
single*
Young
married
w/o
children*
Middle-aged
married w/o
children
Young
married
with
children*
Young
divorced
(or single)
w/ children
5-20
Middleaged
married
w/children
*
Middle-aged
divorced w/
children
Middle-aged
married w/o
dependent
children*
Middle-aged
divorced w/o
dependent
children
Older
married
*
Older
unmarried
*
Usual flow
Recycled flow
* Traditional
family flow
5-21
Family Life Cycle
5-21
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Interactive Exercise: Family Life Cycle
5-22
Social Influences Affect
Consumer Behavior
Family Life Cycle
Acceptance of New Ideas by
Youngsters
Growing Singles Market
Social
Influences
Relocation for Teens
Empty Nesters
Real Decision Maker
5-23
Checking Your Knowledge
A travel and tour operator has announced luxury
vacation packages to various destinations across
the globe. The package includes overnight stays
at opulent resorts and services from posh spas.
Which of the following is most likely to be the
target customer base for the said tour operator?
A. Teenagers
B. Single parents
C. Middle-aged married with children
D. Middle-aged married without dependent
children
E. Young-married with children
5-24
Simple Approaches for Measuring
Social Class in the U.S.
Occupation
Education
Type of
Housing
Location of
Housing
Income Is Not the Main Determinant!
5-25
Other Social Influences
Reference Groups
Opinion Leaders
5-26
Culture, Ethnicity, and
Consumer Behavior
Culture
International
Markets
Consumer
Behavior
Stereotypes
5-27
Ethnic Groups
Consumer behavior in
International Markets
5-28
Individuals Are Affected by the
Purchase Situation
Purchase
Reason
5-29
Time
Available
Physical
Surroundings
Expanded Model of Consumer
Behavior (Exhibit 5-8)
Marketing mixes
Other stimuli
Person making Decisions
Economic
needs
Psychological
variables
Social
influences
Culture
Purchase
situation
Consumer Decision Process
Need
awareness
Routinized response
Problem solving
•Information search
•Identify alternatives
•Set criteria
•Evaluate alternatives
Postpone Decision
Feedback based on experience
5-30
Purchase
decision
Afterpurchase
experience
Problem Solving Continuum
(Exhibit 5-10)
Low involvement
Frequently purchased
Inexpensive
Little risk
Little information needed
Routinized
Response
Behavior
Low involvement
5-31
High involvement
Infrequently purchased
Expensive
High risk
Much information desired
Limited
Problem
Solving
Extensive
Problem
Solving
High involvement
Limited or
Extensive
Problem
Solving?
5-32
Problem Solving
5-33
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
After-Purchase Experience
After
Purchase
Experience
Second
Thoughts
5-34
Spread the
Word
Post-Purchase
Regret
Adoption Process Steps
Awareness
Interest
Evaluation
Trial
Decision
Confirmation
5-35
Dissonance
may set in
after the
decision!
You should now be able to:
1. describe how economic needs
influence the buyer decision process.
2. understand how psychological variables
affect an individual’s buying behavior.
3. understand how social influences affect
an individual’s buying behavior.
5-36
You should now be able to:
4. explain how characteristics of the
purchase situation influence consumer
behavior.
5. explain the process by which consumers
make buying decisions.
6. understand important new terms.
5-37
Key Terms
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
5-38
economic buyers
economic needs
discretionary income
needs
wants
drive
physiological needs
safety needs
social needs
personal needs
perception
12.
13.
14.
15.
16.
17.
18.
19.
20.
selective exposure
selective perception
selective retention
learning
cues
response
reinforcement
attitude
belief
Key Terms
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
5-39
expectation
trust
psychographics
lifestyle analysis
empty nesters
social class
reference group
opinion leader
culture
extensive problem
solving
31.
32.
33.
34.
35.
limited problem solving
routinized response
behavior
low-involvement
purchases
dissonance
adoption process