05 f10 consumer behavior (1)

8/16/2019 05 F10 Consumer Behavior (1)

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CONSUMER BEHAVIOR

BUAD 307

MARKETING FUNDAMENTALS


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BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 2

Why does Staplessell Starbuckscoffee


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CONSUMER

PERCEPTION/

SENSATION

COGNITION

AFFECT

BELIEFS

SOCIAL AND

OTHER INFLUENCE

INFO

SEARCH

CHOICES

PREFERENCES

COMMUNICATION

MARKET

RESEARCH

STRATEGY

Influn!" #n $n% #f C#n"u&' B($)*#'


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BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor +

!ear"#"$ Outco%e Ob&ect#'es

( U"dersta"d ho) co"su%erco$"#t#'e *th#"k#"$+ processes a"dl#%#tat#o"s, affect, bel#efs, soc#al#"flue"ces, a"d other co"te-tual

factors #"flue"ce co"su%erdec#s#o" %ak#"$, cho#ces, a"dbeha'#or

( Apprec#ate ho) these #"s#$hts ca"be used to des#$" a"d #%ple%e"teffect#'e %arket#"$ strate$#es

( Apprec#ate #"d#'#dual a"d se$%e"td#ffere"ces #" process a"doutco%e


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BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor ,

.rue or /alse

01 If you ha'e bad breath, you ca""ot s%ell #tyourself1

21 If you eat a bala"ced d#et, you do "ot "eed'#ta%#" supple%e"ts1

31 Us#"$ a ra4or )#th f#'e blades )#ll reduce thel#kel#hood of cutt#"$ yourself a"d )#ll result #"less sk#" #rr#tat#o"1

51 6ell Co%puters te"d to be of h#$her 7ual#ty

tha" those %ade by H8 a"d So"y191 Rust sta#"s o" clothes ca" be re%o'ed )#th

the use of le%o" &u#ce1 Bleach actually%akes these sta#"s )orse1


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BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor -

:uest#o"s /aced ByCo"su%ers

( Are 'e$$#e bur$ers actually healthy( What %akeup should you use to $et a"

;e'e"< sk#" to"e

( 6o I $et a"y useful be"ef#ts fro% spe"d#"$

%ore tha" =029 o" a d#$#tal ca%era( Should I $et a ;%ake>o'er< What a% I

look#"$ for What should I do

( Is %y %echa"#c ho"est

( Wh#ch t#e should I )ear for a &ob #"ter'#e)

( Should I $#'e %y )#fe roses, chocolate, orsoft)are


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Co"su%er 8roble%s a"dReco$"#t#o"

( C#n"u&' .'#l& 6#screpa"cy bet)ee" ideal a"dactual state>>e1$1, co"su%er?

@ Has #"suff#c#e"t ha#r

@ Is hu"$ry @ Has ru" out of #"k #" h#s or

her #"k&et cartr#d$e

( P'#l&" !$n "#l)%

*n ")'$l 1$">>e1$1, stressreduct#o" >>>>> 'acat#o", %o'#e, hotbath, %ed#cat#o"


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BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor

CONSUMER DECISIONS.heory a"d Real#ty #" Co"su%er Buy#"$

INFORMATION

SEARCH

PROBLEM

RECOGNITION

EVALUATION OF

ALTERNATIVES

PURCHASE

POSTPURCHASE

EVALUATION/

BEHAVIORSTheory

Complications


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Approaches to Search for8roble% Solut#o"s

INTERNAL

EXTERNAL

Memory

Thinking

Word of mouth, media,

store visits, trialCATALOG


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Opt#o"s Ide"t#f#ed a"d Co"s#dered

UNIVERSAL SET

RETRIEVED SET

EVOKED SET

All poss#ble opt#o"s

Opt#o"s that read#ly

co%e to %#"d

Opt#o"s that )#ll beco"s#dered by theco"su%er

Note? Retr#e'ed a"de'oked sets )#ll 'arya%o"$ d#ffere"tco"su%ers


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REMIN6ER

( /or lo) #"'ol'e%e"tproducts, efforts a#%ed ataffect#"$ internal searchte"d to be %ore effect#'ethe co"su%er #s usually"ot )#ll#"$ to e-pe"de"er$y o" e-ter"al

search1( E-ter"al search #s %ore

l#kely for h#$her#"'ol'e%e"t products1


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6ec#s#o" Mak#"$ Issues

( I"'ol'e%e"t le'el

@ .e%porary

@ E"dur#"$

( Co"su%er locus of co"trol @ I"ter"al

@ E-ter"al

( 8roduct cate$ory co%ple-#ty

( Co"su%er k"o)led$e


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E'aluat#o" .ype

@ C#&.n"$6#' 6ec#s#o" based o" o'erall'alue of alter"at#'es *$ood attr#bute ca"out)e#$h bad o"es+

@ N#n!#&.n"$6#' Absolutely %ust %eetat least o"e #%porta"t cr#ter#o" *e1$1, car%ust ha'e auto%at#c tra"s%#ss#o"+

@ H'*%? Co%b#"at#o" of the t)o *e1$1, o"e"o">co%pe"satory %easure, the"

co%pe"satory tradeoffs o" other attr#butes @ A$n%#n% "6'$68 Co"su%er f#"ds #"#t#al

cr#ter#a u"real#st#c a"d proceeds to lessdes#rable solut#o"

IM8OR.AN.

!ESS

IM8OR.AN.


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BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 5+

Heur#st#cs!o) I"'ol'e%e"t6ec#s#o" Rules

( If e#ther Coke or 8eps# #s o"sale, buy that bra"dother)#se, buy Coke

( .he lar$er the "a'els, thebetter the ora"$e

( .he lar$er packa$e #s l#kely tooffer a lo)er u"#t pr#ce *"ot

true #" real#ty+


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BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 5,

Att#tudesDco%po"e"ts

BELIEFSAFFECT

9FEELING:

BEHAVIORALINTENTIONS


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BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 5-

Att#tude Co%po"e"ts

( Bel#efs @ Ca" be pos#t#'e,

"e$at#'e, or "eutral

@ May or %ay "ot beaccurate

@ May co"trad#ct otherbel#efs held by the otherperso"

( Affect @ May be pos#t#'e or

"e$at#'e

@ May take o" spec#f#cd#%e"s#o" *e1$1,pleasure, d#s$ust+

( Beha'#oralI"te"t#o"s @ A" #"d#'#duals pla" or

e-pectat#o"s of )hat heor she )#ll do

@ May appear #"co"s#ste"t)#th bel#efs

@ May "ot pred#ct )ell )hatthe #"d#'#dual )#ll do #"real#ty


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Fe"erat#"$ Bel#efs .hrou$h Ad'ert#s#"$

( State%e"ts %ust be @ 8erce#'ed

@ Co%prehe"ded

@ Re%e%bered @ Bel#e'ed *at least #" part+

C


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8os#t#o"#"$ .hrou$h Creat#"$Bel#efs

( ;Its "ot del#'ery #ts 6e Gour"o<( ;Wal>Mart1 Al)ays lo) pr#ces1

Al)ays1<

( ;I &ust sa'ed a bu"ch of %o"ey o"%y auto #"sura"ce1<

( ;U>u% Food< *Ca%pbells Soup+

M l # #b M d l f


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Mult#attr#bute Models of Att#tude

( Att#tude co%puted as afu"ct#o" of %ult#ple attr#butes)e#$hted for #%porta"ce?

Ab att#tude to)ard bra"d b

W#? )e#$ht of attr#bute I

J#b? bel#ef about bra"d bs

perfor%a"ce o" attr#bute I( Model assu%es rat#o"al#ty

∑ == n

iibi X W A

1 b

Calculat#o"s )#ll not be re7u#red o" thee-a%1 Kou should k"o) co"ceptually )hatth#s #"'ol'es conceptually #1e1, )e#$h#"$#%porta"ce a"d #"te"s#ty of feel#"$1


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Mult#attr#bute Models

( Ca'eats @ 6#ffere"t se$%e"ts e-#st that )#ll )e#$ht

factors d#ffere"tlythus, o'eralla'era$es ca" be %#slead#"$1 Separatea"alyses should be do"e for d#ffere"tse$%e"ts of #"terest1 *Se$%e"ts ca" be

#de"t#f#ed by certa#" stat#st#caltech"#7ues+1

@ I"d#'#dual d#ffere"ces e-#st #" scale#"te"s#tyfor so%e, #t #s %uch ;eas#er< tobe e-tre%ely $ood or e-tre%ely bad1

@ 8r#or research %ay be "eeded to #de"t#fy

#ssues *d#%e"s#o"s+ to be )e#$hted1 @ So%e factors %ay be #"ta"$#bleWhat

are the substa"t#'e d#ffere"ces bet)ee"W#"do)s a"d Apple co%puters

@ No">co%pe"satory factors;%ust>ha'es


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Affect

( Based o" @ past e%ot#o"al

assoc#at#o"s of product

@ e%ot#o"al effect of bel#efs


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Att#tude Character#st#cs

( A'a#lab#l#tyLaccess#b#l#ty

( Co"structed 's1"atural

( Stre"$th

M t f Att#t d


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Measure%e"t of Att#tudeCo%po"e"ts

( Bel#efs @ Se%a"t#c 6#ffere"t#al Scales

@ Food >>>>>>>>>>>>>>>>>>>Bad

@ /ast >>>>>>>>>>>>>>>>>>>>Slo)

@ Rel#able>>>>>>>>>>>>>>>>>U"rel#able( /eel#"$s

@ !#kert Scales *Stro"$ly a$ree Stro"$ly 6#sa$ree+ @ ;.h#s product %akes %e happy1<


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Measure%e"t

( Beha'#oral I"te"t#o" @ Rat#"$ of l#kel#hood of

purchase

@ May "eed pro&ect#o" #fsoc#al des#rab#l#ty affects)#ll#"$"ess to ad%#t toproduct use


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Att#tude Cha"$e Strate$#es, 8art I

( Cha"$e Affect @ Class#cal co"d#t#o"#"$

( ;8a#r#"$< the bra"d or product)#th des#red st#%uluse1$1, acar )#th a beaut#ful )o%a"

@ Att#tude to)ard the ad( A l#kable ad for a bra"d #" a

%u"da"e product cate$orye1$1,

@ E"er$#4er Bu""y

@ S"u$$les *fabr#csofte"er+

@ Mere e-posure


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Att#tude Cha"$e Strate$#es II

( Cha"$e beha'#or *e1$1,sa%pl#"$+ @ Att#tudes are #"ferred fro%

beha'#or *e1$1, I buy the product

I %ust l#ke #t or It %ust be$ood+

( Cha"$e Bel#ef Co%po"e"t @ Cha"$e e-#st#"$ bel#efs

( 6#ff#cult

( Ad'ert#sers %ot#'es are suspect

@ Cha"$e #%porta"ce of attr#butes

@ Add bel#efs

@ Cha"$e #deal *fash#o"+

Add# B l# f *. N t+


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Add#"$ Bel#efs *.rue or Not+?E-a%ples

( Brush#"$ a"d floss#"$ do"ot reach all areas of the%outh

( 8eople u"der stress"eed %ore '#ta%#"s

( Bak#"$ soda )#ll reduceodor of refr#$erators

( /ra$%e"ted hard dr#'es%ay cause co%putererrors


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REMIN6ER

( Cha"$#"$ curre"tly heldbel#efs te"ds to be d#ff#cultpeople k"o) the%arketer has a" ulter#or%ot#'e

( Adding new beliefs thatare "ot #"co"s#ste"t )#th

)hat #s already bel#e'ed%ay be %ore effect#'e

O #d d t #d d


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O"e>s#ded 's1 t)o s#dedappeals

( O"e>s#ded? o"ly say#"$)hat fa'ors your s#de

( .)o>s#ded? stat#"$ yourcase but also ad%#tt#"$po#"ts fa'or#"$ the others#de

@ Why #s th#s effect#'e

8ote"t#al /a%#ly !#fe Cycle


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8ote"t#al /a%#ly !#fe CycleSta$es

YOUNG

SINGLE

BLENDED

SINGLEPARENT

FULL NEST

I/II/III

EMPTY NEST

I/II

OLDER

SINGLE

YOUNG

COUPLE

E # LM k t# I l# t# f


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Eco"o%#cLMarket#"$ I%pl#cat#o"s ofHousehold Cycles

( I"co%e te"ds to#"crease )#th t#%e

( But ch#ldre"Lobl#$at#o"s add cost

( 6#'orce @ #"creases costs

@ %ay cha"$e#"co%ed#str#but#o"%arr#a$e

( 8roduct de%a"ddue to

@ s#"$les )#th lo)e-pe"ses

@ "e) couples @ d#'orced

fa%#l#es

@ ch#ldre"

@ e%pty "esters>> %ore #"co%e


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Household 6ec#s#o" Mak#"$

( RolesL#"flue"ce @ I"for%at#o" $atherersLholders

@ I"flue"cers

@ 6ec#s#o" %akers

@ 8urchasers @ Users


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.he Mea"s>E"d Cha#"

Large engine

Fast acceleration

Performance

Feeling of power

Self-esteemAim promotion

positioning at !ig!er

le"els of c!ain#

Attri$%tes

Conse&%ences

'al%es

Subl#%#"al 8ercept#o"? A


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Subl#%#"al 8ercept#o"? A6#abol#cal Market#"$ .ool

( Subl#%#"al %essa$es #" adsare #lle$al #" U1S1

( So%e research support for%odest effects

@ 8robably l#%#ted to o"esyllable )ords

@ Co%ple- %essa$es ca"probably "ot be

processed subl#%#"ally


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Messa$e /ra%#"$

( Ma"y tradeoffsca" be stated #"t)o,%athe%at#cally

e7u#'ale"t )ayse1$1, @ ;PQ lea"< 's1

;2PQ fat<

@ =51PP perperso" per "#$htbased o" doubleoccupa"cy

S C B h # I .h t W#ll


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So%e Co"su%er Beha'#or Issues .hat W#llCo%e Up Else)here #" the Course

( 6e%o$raph#cs*se$%e"tat#o"+

( !#festyle *se$%e"tat#o"+

( CultureLsubculture*se$%e"tat#o", #"ter"at#o"al%arket#"$+

( 6#ffus#o" of #""o'at#o"*product+

( Atte"t#o" *pro%ot#o"+


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CONSUMER BEHAVIOR 37

Or$a"#4at#o"al Buyers

( .ypes @ I"dustr#al

@ Reseller

@ Fo'er"%e"t a"d"o">prof#tor$a"#4at#o"s

( 8urchase types @ Stra#$ht rebuy

@ !#%#ted dec#s#o"

%ak#"$

@ E-te"ded dec#s#o"%ak#"$

( Character#st#cs @ Freater #"'ol'e%e"t

@ Bureaucracy

@ !o"$ ter%relat#o"sh#ps

@ 8r#ce #s #%porta"t but%ay "ot be the %ost#%porta"t factor

05 f10 consumer behavior (1)

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