Transcript 8th Canadian Edition

Marketing
8th Canadian Edition
Powerpoints prepared by:
Victor Bilodeau
Grant MacEwan University - School of Business
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Consumer Behaviour
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Learning Objectives
After reading this chapter, you should be able to:
1.Describe the stages in the consumer purchase decision process.
2.Distinguish among three variations of the consumer purchase
decision process: routine, limited, and extended problem solving.
3.Identify major psychological influences on consumer behaviour.
4.Identify the major sociocultural influences on consumer
behaviour.
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CONSUMER BEHAVIOUR
‣ Getting to Know the
Automobile Custom(h)er
and Influenc(h)er
‣ Consumer behaviour
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FIGURE 5-1 Purchase decision process
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LO 1
CONSUMER PURCHASE
DECISION PROCESS
‣ Problem Recognition: Perceiving a Need
‣ Information Search: Seeking Value
‣ Alternative Evaluation: Assessing Value
‣ Evaluative criteria
‣ Consideration set
‣ Purchase Decision
‣ Post-purchase Behaviour
‣ Cognitive dissonance
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LO 1
A satisfactory or unsatisfactory consumption or use experience
is an important factor in post-purchase behavior.
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LO 1
CONSUMER PURCHASE
DECISION PROCESS
‣ Involvement and Problem-Solving Variations
‣ Extended problem Solving
‣ Limited problem Solving
‣ Routine problem Solving
‣ Involvement and Marketing Strategy
‣ Situational Influences
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LO 2
What does this ad for CoolMint Listerine have to do with
consumer involvement?
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LO 1
FIGURE 5-2 Comparison of problem-solving variations
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LO 2
FIGURE 5-3
Influences on
the consumer
purchase
decision process
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LO 2
Learning Review
What is the first stage in the consumer purchase decision
process?
Answer:
The first step of the consumer purchase decision process is
problem recognition or perceiving a need.
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LO 1
Learning Review
The brands a consumer considers buying out of the set of brands
in a product class of which the consumer is aware is called the
consideration set
_________________.
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LO 2
Learning Review
What is the term for post-purchase anxiety?
Answer:
Post-purchase anxiety or tension is called cognitive dissonance.
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LO 1
PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOUR
‣ Motivation and Personality
‣ Motivation
‣ Personality
‣ National character
‣ Self-concept
‣ Perception
‣ Selective Perception
‣ Subliminal perception
‣ Perceived Risk
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LO 3
FIGURE 5-4
Hierarchy of needs
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LO 3
Why does the Good Housekeeping seal for Clorox’s new
Fresh Step Crystals cat litter appear in the ad, and why
does Mary Kay, Inc. offer a free sample of its new Velocity
brand fragrance through its Web site?
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LO 3
Do you believe that attempts to implant subliminal
messages in electronic and print media are a deceptive
practice and unethical, regardless of their intent?
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LO 3
PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOUR
‣ Learning
‣ Behavioural Learning
‣ Cognitive Learning
‣ Brand Loyalty
‣ Values, Beliefs, Attitudes
‣ Attitude Change
‣ Lifestyle
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LO 3
Colgate Ad
How marketers can
change attitudes
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LO 3
Bayer Ad
How marketers can
change attitudes
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LO 3
FIGURE 5-5 Example of PRIZMCE Psychographic Segments
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LO 3
Learning Review
The problem with the Toro Snow Pup was an example of selective
comprehension
______________
.
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LO 1
Learning Review
What three attitude-change approaches are most common?
Marketers use three approaches to try to change consumer
attitudes toward products and brands:
1. Changing beliefs about the extent to which a brand has
certain attributes.
2. Changing the perceived importance of attributes.
3. Adding new attributes to the product.
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LO 1
Learning Review
What does lifestyle mean?
Answer:
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.
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LO 1
SOCIOCULTURAL INFLUENCES ON
CONSUMER BEHAVIOUR
‣ Personal Influence
‣ Opinion Leadership
‣ Word of Mouth
‣ Buzz marketing
‣ Viral marketing
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LO 4
SOCIOCULTURAL INFLUENCES ON
CONSUMER BEHAVIOUR
‣ Reference Groups
‣ Family Influence
‣ Consumer Socialization
‣ Family Life Cycle
‣ Family Decision Making
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LO 4
FIGURE 5-6 Modern family life cycle
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LO 4
The Haggar Clothing Co. recognizes the important role
women play in the choice of men’s clothing.
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LO 4
SOCIOCULTURAL INFLUENCES ON
CONSUMER BEHAVIOUR
‣ Social Class
‣ Culture and Subculture
‣
‣
‣
‣
French Canadian Subculture
Acadian Subculture
Chinese-Canadian Subculture
Other Ethnic Subcultures
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LO 4
Learning Review
What are the two primary forms of personal influence?
Answer:
The two primary forms of personal influence are opinion leaders
and word of mouth.
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LO 4
Learning Review
Which types of reference groups are marketers concerned with?
Answer:
Marketers are most concerned with three types of reference
groups: (1) membership group, (2) aspiration group, and (3)
dissociative group.
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LO 4
Learning Review
What is an ethnic subculture?
Answer:
An ethnic subculture is a segment of larger society whose
members are thought, by themselves and/or others, to have a
common origin and to participate in shared activities believed to
be culturally significant.
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LO 4
VIDEO CASE 5
Cooler Solutions
Cooler Solutions
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VIDEO CASE 5-1
Cooler Solutions
What do you think about Cooler Solutions process for
understanding consumer behavior? Are there any
limitations and/or pitfalls with this approach?
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VIDEO CASE 5-2
Cooler Solutions
Are there other ways you might suggest that could also
offer insight into consumer behaviour?
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VIDEO CASE 5-3
Cooler Solutions
Select a product or service. Then, go into the field and
observe consumers buying and/or using that product or
service. Then, engage them and discuss what, how and why
the purchased what they did and how they intend to use
that purchase.
Prepare a 1-2 page report indicating what you discovered.
In this report, outline opportunities to improve the
consumer’s buying or use experience. Also, indicate if you
have uncovered new market opportunities for the company
behind the product or service (e.g. a new use, a new
solution, a new customer).
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Consumer Behaviour
‣ Consumer behaviour is the actions a person takes in
purchasing and using products and services, including
the mental and social processes that precede and
follow these actions.
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Purchase Decision Process
‣ The stages a buyer passes through in making choices
about which products and services to buy is the
purchase decision process.
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Evaluative Criteria
‣ A consumer’s evaluative criteria represent both the
objective and subjective attributes of a brand used to
compare different products and brands.
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Consideration Set
‣ A consideration set is the group of brands that a
consumer would consider acceptable from among all
the brands of the product class of which he or she is
aware.
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Cognitive Dissonance
‣ A feeling of post-purchase psychological tension or
anxiety is called cognitive dissonance.
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Involvement
‣ Involvement is the personal, social, and economic
significance of a purchase to a consumer.
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Situational Influences
‣ Situational influences that have an impact on the
purchase decision process are: (1) the purchase task,
(2) social surroundings, (3) physical surroundings, 4)
temporal effects, and (5) antecedent states.
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Motivation
‣ Motivation is the energizing force that causes
behaviour that satisfies a need.
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Personality
‣ Personality refers to a person’s consistent behaviours
or responses to recurring situations.
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National Character
‣ A national character is a distinct set of personality
characteristics common among people of a country or
society.
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Self-Concept
‣ A person’s self-concept is the way people see
themselves and the way they believe other people see
them.
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Perception
‣ Perception is the process by which an individual
selects, organizes, and interprets information to
create a meaningful picture of the world.
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Subliminal Perception
‣ Subliminal perception means that you see or hear
messages without being aware of them.
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Attitude
‣ An attitude is “a learned predisposition to respond to
an object or class of objects in a consistently
favourable or unfavourable way.”
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Beliefs
‣ Beliefs are a consumers subjective perception of how
well a product or brand performs on different
attributes.
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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.
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Perceived Risk
‣ Perceived risk represents the anxieties felt because
the consumer cannot anticipate the outcomes of a
purchase but believes that there may be negative
consequences.
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Learning
‣ Learning refers to those behaviours that result from
(1) repeated experience and (2) thinking.
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Brand Loyalty
‣ Brand loyalty is a favourable attitude toward and
consistent purchase of a single brand over time.
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Opinion Leaders
‣ Individuals who exert direct or indirect social
influence over others are called opinion leaders.
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Word of Mouth
‣ People influencing each other during their face-toface conversations is called word of mouth.
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Reference Groups
‣ Reference groups are people to whom an individual
looks as a basis for self-appraisal or as a source of
personal standards.
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Consumer Socialization
‣ The process by which people acquire the skills,
knowledge, and attitudes necessary to function as
consumers is consumer socialization.
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Family Life Cycle
‣ The family life cycle concept describes the distinct
phases that a family progresses through from
formation to retirement.
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Social Class
‣ Social class is defined as the relatively permanent,
homogeneous divisions in a society into which people
sharing similar values, interests, and behaviour can be
grouped.
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Subcultures
‣ Subgroups within the larger, or national, culture with
unique values, ideas and attitudes are referred to as
subcultures.
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Values
‣ Personally or socially preferable modes of conduct or
states of existence that are enduring.
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Buzz Marketing
‣ Popularity created by consumer word of mouth.
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Viral Marketing
‣ The online version of word of mouth, involving the use
of messages “infectious” enough that consumers wish
to pass them along to others through online
communication.
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