Consumer Behavior
• ‘the study of why, when, where, and how people buy and consume products and services”
Consumer Behavior
• Market segments must be studied for behavior patterns, traits, needs, and wants the marketer can best respond to
• Examples: Go-Gurt; Soup at Hand, Nutri-Grain Cereal Bars; Quaker Oatmeal Express; Go Snacks; PoP’ables; Nouriche
• Examples: Hagar Imperial Separates; Levis Tailored Classics
Nature Or Nurture?
• Is your consumer behavior determined more by your inborn traits or your external environment?
• CB=f(Psychological Variables; Social Influences; Situational Variables)
Exhibit 2: Model of Consumer Behavior
Psychological Influences
• Type and Level of Motivation
• Learned Responses
• Attitudes (Derive from Beliefs)
• Personality Traits
Maslow’s Hierarchy of Needs
Personal Needs-Need for Esteem and Self-Actualization
Social Needs
Safety Needs
Physiological Needs
Personality
• Personality Tests—MBTI (Myers-Briggs)
• Psychographics—the study of lifestyles
• Measured by “AIO Inventories”
• A=Activities; I=Interests; O=Opinions
Social Influences
• Culture
• Subculture
• Social Class
• Reference Groups
• Family
Culture
• Culture—”the software of human beings”
• America’s cultural values—independence, conquering spirit, individuality, youthfulness
Subculture
• “a group within the larger culture whose members share some common beliefs, characteristics, or behavior patterns”
• May be based on age, ethnicity, geography, religious beliefs, sexual preference, etc.
• Examples—Southerners, Southern Baptists, African Americans, Teenagers, Gays and Lesbians
What determines a person’s social class?
• Income
• Education Level
• Occupation
• Neighborhood or Dwelling Area
• Family Name
Social Classes In AmericaRelative size Group Some (abbreviated) characteristics
Upper-class
Upper-middleclass
Lower-middleclass*
Upper-lower(“working”) class*
Lower-lowerclass
1.5%
12.5%
32%
38%
16%
People from old wealthy families and socially prominent new rich...
Small business people, teachers, office workers, technicians--the typical white collar workers...
The blue collar workers--factory workers, skilled laborers, and service people…most earn good incomes...
Unskilled laborers and people in very low status occupations
* America’s “mass market”
Characteristics and Attitudes of Middle versus Lower Classes
• Middle classes– Plan and save for the future– Analyze alternatives– Feel they have opportunities– Willing to take risks– Confident about decision making– Want long-run quality
or value
Characteristics and Attitudes of Middleversus Lower Classes (continued)
• Lower classes
– Live for the present
– "Feel" what is "best"
– Feel controlled by the world
– "Play it safe"
– Want help with decision making
– Want short-run satisfaction
Other Social Influences
Reference GroupsReference GroupsReference GroupsReference Groups
Opinion LeadersOpinion Leaders
Family Life Cycle