cb class motive etc 1

8/8/2019 Cb Class Motive Etc 1

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Chapter Objectives

1

2

3 5

6

Define consumer

behaviorand

describe the role it

plays in marketingdecisions.

Describe the

interpersonal

determinants ofconsumer behavior:

cultural, social, and

family influences.

Explain each of the

personal determinants

of consumer behavior:

needs and motives,perceptions, attitudes,

learning, and self-

concept theory.

Distinguish betweenhigh-involvement and

low-involvement

purchase decisions.

Outline the steps

in the consumer

decision process.

Differentiate

among routinized

response behavior,

limited problem

solving, and

extended problem

solving by

consumers.

4


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CHAPTER 5 Consumer Behavior

INTERPERSONAL DETERMINANTS OF

CONSUMER BEHAVIOR

CULTURAL INFLUENCES

Culture Values, beliefs,preferences, and tastes handed

down from one generation to the

next. Culture is a broad environmental

determinant of behavior.


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International Perspective on Cultural

Influences Successful strategies in one country may not extend to

others.

Example: McDonalds discontinued plan to use

the same packaging in

all 30,000 of its restaurants worldwide.

Subcultures

Groups within a culture that have their own modes of

behavior.

In U.S. subcultures can differ by ethnicity, nationality,

age, rural versus urban location, religion, and

geographic distribution.

Population mix in U.S. is changing as the Hispanic,

African American, and Asian populations grow.


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SOCIAL INFLUENCES

Group membership influences an

individuals purchase decisions andbehavior in both overt and subtle ways.

Norms: are the values, attitudes, and

behaviors that a group deems

appropriate for its membersStatus: is the relative position of any

individual member in a group

Roles define behavior that members

of a group expect of individualswho hold specific positions within

the group


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Reference Groups

Reference groups People or institutions whose

opinions are valued and to whom a person looks for

guidance in his or her own behavior, values, and

conduct, such as family, friends, or celebrities.

Social Classes

Groups whose rankings are

determined by occupation, income,

education, family background,and residence location


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Opinion Leaders

Reference groups Trend- setters whopurchase new products before others in a

group and then influence others in their

purchases.

Individuals tend to act as opinion leadersfor specific goods or services.

Information sometimes flows from mass

media to opinion leaders to consumers;

sometimes flows directly to consumers.


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FAMILY INFLUENCES

Family structure changing.

Four roles of spouses:

Autonomic rolepartners independently make an equal number of

decisions.

Husband-dominant role husband usually makes certain buying decisions

Wife-dominant rolewife makes buying decisions, such as buying

childrens clothing. Syncratic role

buying decision

made jointly.

1900 Today

Percent of households headed by married couple 80 53

Percent of households that include extended family 50 10

Percnet of married women who work outside the home 6 60


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PERSONAL DETERMINANTS OF

CONSUMER BEHAVIOR

NEEDS AND MOTIVES

Need Imbalance between

a consumers actual and

desired states.

Motive Inner state that directs

a person toward the goal

of satisfying a need.


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Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Self-Actualization

Maslows Hierarchy of Needs

Developed by psychologist Abraham H. Maslow

Identifies five levels of human needs.

Person must at least partially satisfy

lower-level needs before higher-level

needs affect behavior.


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PERCEPTIONS

Perceptual Screens

Consumers are bombarded by commercial messages.

Perceptual screens help people filter out some messages.

Advertisers work to break through these screens such as

through using large ads, word-of-mouth advertising, and virtual

reality.


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ATTITUDESAttitude Components

Cognitiveindividuals

knowledge about an

object or concept.

Affectivedeals with

feelings or emotional

reactions.

Behavioraltendenciesto act in a certain manner.


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Changing Customer Attitudes

Marketers have two choices for appealing

to consumer attitudes:

Attempt to produce consumer attitudes that

will motivate purchase of a particular product.

Evaluate existing consumer attitudes and

then make the product features appeal to them.

Attitudes may not be unfavorable, just not motivating

the consumer toward a purchase.

Modifying the Components of Attitude

Provide information about product benefits and correcting misconceptions.

Engaging buyers in new behavior.

New technologies can encourage changes in customers attitudes.


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THE CONSUMER DECISION PROCESS

High-involvement purchasing decisions include buying a car.

Low-involvement purchasing decisions include buying a candy bar.


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PROBLEM OR OPPORTUNITY RECOGNITION

Consumer becomes aware of a significant discrepancy between the existingsituation and a desired situation.

SEARCH

Consumer gathers information about the attainment of a desired state of

affairs. Evoked setNumber of alternatives that a consumer actually considers in

making a purchase decision.

EVALUATION OF ALTERNATIVES

Consumer accepts, distorts, or rejects information as they receive it.

Evaluative criteria Features that a consumer considers in choosing among

alternatives.


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PURCHASE DECISION AND PURCHASE ACT

Consumer decides where or from whom to make the purchase.

POST-PURCHASE EVALUATION

Buyer feels either satisfaction at the removal of the discrepancy between the

existing and desired states or dissatisfaction with the purchase.

Cognitive dissonance Imbalance among knowledge, beliefs, and attitudesthat occurs after an action or decision, such as a purchase.

Reasons dissonance may increase:

The dollar value of a purchase increases.

The rejected alternatives have desirable features that the chosenalternatives do not provide

The purchase decision has a major effect on the buyer.


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Evoked SetEvoked Set

ModelModel

AllAll

BrandsBrands

UnknownUnknown

BrandsBrands

KnownKnown

BrandsBrands

OverlookedOverlooked

BrandsBrands

UnacceptableUnacceptable

BrandsBrands

AcceptableAcceptable

BrandsBrands

RejectedRejected

BrandsBrands

PurchasedPurchased

BrandBrand

EvokedEvoked

SetSet

EvokedEvoked

SetSet

InertInert

SetSet

InertInert

SetSet


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CLASSIFYING CONSUMERPROBLEM-SOLVING

P

ROCESSES Results from two types of factors:

Routinized Response Behavior

Consumer makes many purchases routinely by choosing a preferred brand

or one of a limited group of acceptable brands.

Limited Problem Solving

Consumer has previously set evaluative criteria for a particular kind of

purchase but then encounters a new, unknown brand.

Extended Problem Solving

Results when brands are difficult to categorize or evaluate.

Typical of high-involvement purchases.

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