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Perspectives onConsumer Behavior

4

McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.


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Consumer Behavior

The process and activities people engage inwhen searching for, selecting, purchasing,using, evaluating, and disposing of

products and services


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Consumer Decision Making

Postpurchase evaluation

Purchase decision

Alternative evaluation

Information search

Problem recognitionDecision-Making

Learning

Integration

Attitude formation

Perception

MotivationPsychological Process


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Sources of Problem Recognition

Out of Stock Dissatisfaction

New Needs

or Wants

Related Products,Purchases

Market-InducedRecognition

NewProducts


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Ads help Consumers Recognize Problems


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What Prompts New Needs/Wants?

Financial

Changes

Employment

Status Lifestyle

Knowledge Culture Personality


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Maslows Hierarchy of Needs

Self-actualization needs (self-development, realization)

Physiological(hunger, thirst)

Safety(security, protection)

Social(sense of belonging, love)

Esteem(self-esteem, recognition, status)


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Huggies Appeals to Need for Love


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Freudian Psychoanalytic Approach

Stronginhibitions

Symbolicmeanings

Surrogatebehaviors

Complex andunclear motive

SubconsciousMind


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Probing the Minds of Consumers

In-depthinterviews

Associationtests

Focus groupsProjectivetechniques


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Information Search


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Perception

Marketers want to knowHow consumers sense external

information

How they select and use sources ofinformation

How information is interpreted andgiven meaning


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The Perception Process

Receive

Select

Organize

Interpret


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Using Color to Focus Attention

WE CAN SUM IT UP IN TWO WORDS:EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH TASTE.

ADMITTEDLY, WERE BAD AT SUMMATION.

There just arent enough adjectives to describe the straight-from-the-orange taste of Tropicana Pure Premium.


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Sensory Advertising

Perfume onsidewalks

Scentedcards

Microchips

ProductSamples


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Selecting Information


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Interpreting Information


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Selective Perception

Selective retention

Selective exposure

Selective attention

Selective comprehension


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Subliminal Perception


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Evaluation of Alternatives

All Available Brands

Brand A Brand B Brand C Brand D Brand E

Brand F Brand G Brand H Brand I Brand J

Brand K Brand L Brand M Brand N Brand O

Evoked Set of Brands

Brand B Brand E

Brand I

Brand M

Brand F


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Evaluative Criteria

Objective

Attributes

Price

Features

Warranty

Service

Image

Style

Performance

Subjective

Attributes

Brand Evaluation


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Marketers Evaluative View

Enoughpower?

Tractionokay?

Toopricy?

The product is abundle of

attributes or

characteristics


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Consumers Evaluative View

Product Is Seen AsA Set of OutcomesFunctional

How does it cuttall, thick grass?

How close canI get toshrubs?

Will theneighbors

be impressedwithmy lawn?

Will it still befun later this

summer?

Will I havemore time for

golf?

Will it pullthat

trailer I saw

at the store?

Psychological


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Changing Attitudes

Change perceptions or beliefs abouta competing brand

Add a new attribute to theattitude formation mix

Change perceptions of the

value of an attribute

Change beliefs about an important attribute


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Adding Attributes Changes Attitudes


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Purchase Decision and Evaluation

Integration

processes

Pre-evaluation

Heuristics

Affect referraldecision rule

Decision

Purchase

intention

Brand loyalty

Postevaluation

Satisfaction

Cognitivedissonance

Dis-satisfaction


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Behavioral Learning

Classical Conditioning


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Operant (Instrumental) Conditioning

Increase or decreasein probability ofrepeat behavior

(purchase)

Positive or negativeconsequences occur

(reward orpunishment)

Behavior(consumer uses

product or service)


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Cognitive Learning Process

Purposive behavior

Insight

Goal achievement

Goal

l fl h


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External Influences on Consumer Behavior

Culture

Subculture

Social Class

Reference Group

Situationaldeterminants

l fl C h i


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External Influences on Consumer Behavior

Subculture adsappeal to

shared beliefs,

values, andnorms

Al i A h


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Alternative Approaches

ComplimentaryApproaches

Participantobservation

Individualinterviews

Ethnographies

New

Methodologies

Culturalinfluences

Social influences

Environmentalinfluences

New

Insights

Documents

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