3 consumer behaviour

8/7/2019 3 Consumer Behaviour

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Consumer Behavior


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Customer vs. Consumer Behavior

Customer behavior:Customer behavior: a broad term

that covers both individual consumers

who buy goods and services for theirown use and organizational buyers who

purchase business products

Consumer behavior:Consumer behavior: the process

through which the ultimate buyer

makes purchase decisions


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UNIT: 4. CONSUMER BEHAVIOUR

Factors Influencing Buyer Behavior

Buyer Decision Process

Consumer Psychology

Industrial Buyer Behavior Vs. domestic

Buyer Behavior

Customer Satisfaction Vs. Customer

Delight


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Consumer Behavior

Consumer behavior consists of the

actions a person takes in purchasing andusing products and services, including the

mental and social processes that come

before and after these actions.

Consumer behavior consists of the

actions a person takes in purchasing andusing products and services, including the

mental and social processes that come

before and after these actions.


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Factors affecting Consumer

Behavior Model of Consumer Behavior

Factors affecting Buyer Behavior

Types of Buying Decisions


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Model of Consumer BehaviorModel of Consumer BehaviorMarketing andOther Stimuli

Marketing andOther Stimuli

Buyers Black BoxBuyers Black Box

Buyers ResponseBuyers Response

Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

BuyersDecisionProcess

Product Choice

Brand Choice

Dealer Choice

PurchaseTiming

PurchaseAmount

Factors

AffectingConsumer

Behavior


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Factors Affecting

Consumer Behavior

Factors Affecting

Consumer Behavior

BuyerBuyer

Cultural

Social

Personal

Psychological


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Factors Affecting Consumer Behavior:

Cultural


Cultural

Culture

Subculture

Social class


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Culture is a whole set of values,

traditions, beliefs, attitudes and waysof doing things of a reasonably

homogeneous set of people.

Culture is a whole set of values,

traditions, beliefs, attitudes and waysof doing things of a reasonably

homogeneous set of people.

Culture


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Cultural InfluencesCultural Influences Culture: values, beliefs, perceptions, preferences, and

tastes handed down from one generation to the next.

Indian Culture:

Children feel the responsibility of taking care of agedparents.

A father owning the responsibility of getting his Daughter

married in a well to do family.


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Core Values in the CultureCore Values in the Culture

While some cultural values change over time, basiccore values do not

Examples of core values include: Importance of family and home life

The way of dressing

Working habits

Values are shared beliefs formed through Socialization& Acculturisation process


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Subculturesare subgroups within the

larger, or national culture with uniquevalues, ideas, and attitudes, based on

common life experiences.

Subculturesare subgroups within the

larger, or national culture with unique

values, ideas, and attitudes, based on

common life experiences.

Subcultures


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Subcultures:Subcultures: subgroup of culture with itsown, distinct modes of behavior

Cultures are not homogeneous entities withuniversal values.

Subcultures can differ by: Religion

Place of residence

Subculture influences foodpreferences, clothing choices,recreation & career aspirations.


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A group of people who haveapproximately equal social position as

viewed by others in society. It can berelated to occupation, education, &community participation where a personlives.

Social class


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It comprises of relatively homogeneous

& enduring divisions in a society which

are hierarchically ordered & whosemembers share similar values, interests

and behavior.

E.g. Caste-system in India


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Social classes:Social classes: groups whose

rankings are determined by occupation,

income, education, family background,and residence location

W. Lloyd Warner identifiedsix classes:

1. Lower class

2. Upper-upper

3. Lower-upper4. Upper-middle

5. Lower-middle

6. Working class


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Social classes show distinct product &

brand preferences in many areas such

as clothing, furnishings, leisure etc.


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SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR


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Bonne Bell CosmeticsWhy target the African American women market?
http://www.bonnebell.com/http://www.bonnebell.com/


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Hersheys KissesWhy use Spanish language ads in the U.S.?

F Aff i C B h i
http://www.hersheys.com/kisses/products/index.asphttp://www.hersheys.com/kisses/products/index.asp


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Factors Affecting Consumer Behavior

Social


Social

Reference GroupsReference Groups

FamilyFamily

Social FactorsSocial Factors

Roles and Status


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Reference groupsare people to whom

an individual looks as a basis forself-appraisal or as a source of personal

standards.

Reference groupsare people to whom

an individual looks as a basis for

self-appraisal or as a source of personal

standards.

Reference Groups


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Reference groups:Reference groups: groups whose valuestructures and standards influence apersons behavior

Requires two conditions: The purchased product must be one that

others can see and identify The purchased item must be conspicuous; it

must stand out as something unusual, abrand or product that not everyone owns


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Reference Groups

Membership Group ( primary, secondary)

Aspiration Group (like to belong)

Dissociative Group (like not to belong)


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Reference groups influence in at leastthree ways.

1.Expose individual to new behavior &lifestyle

2.Influence a persons attitude & self-

concept.3.Create pressures for conformity-actualproduct/brand choice.


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Personal Influence

Opinion Leadership

Opinion Leaders

Word of Mouth


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Opinion leadersare individuals who

exert direct or indirect social influenceover others.

Opinion leadersare individuals who

exert direct or indirect social influence

over others.

Opinion Leaders


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OpinionOpinionleaders:leaders:

trendsetterswho purchasenew productsbefore others

in a group andthen influenceothers in theirpurchases


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Pierce Brosnan and Anna KournikovaWhy use celebrity spokespersons?
http://www.omegawatches.com/http://www.omegawatches.com/


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Word of mouthis the influencing of

people during conversations.

Word of mouthis the influencing of

people during conversations.

Word of Mouth


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Family

Family Influence

Consumer Socialization

Family Life Cycle

Family Decision Making

Information Gatherer

Influencer

Decision Maker

Purchaser

User


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Thefamily life cycle describes the

distinct phases that a family progresses

through from formation to retirement,

each phase bringing with it identifiable

purchasing behaviors.

Thefamily life cycle describes the

distinct phases that a family progresses

through from formation to retirement,

each phase bringing with it identifiable

purchasing behaviors.

Family Life Cycle


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Haggar ClothingWhat role do women play in this purchase?
http://www.haggar.com/http://www.haggar.com/


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Family InfluencesFamily Influences

Husband-dominantrole is when thehusband makes most of the decisions.

Wife-dominantrole is when the wife makesmost of the decisions.

Syncraticrole is when both partners jointlymake most decisions.


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Children and Teenagers in FamilyChildren and Teenagers in Family

PurchasesPurchases

Growing numbers are assumingresponsibility for family shopping

They also influence what parents buy


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Roles define behavior that members of agroup expect of individuals who holdspecific positions within the group

Status: is the relative position of anyindividual member in a group. Each rolecarries a Status

Roles & Status


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Roles influence Buyer behavior. People

choose products that communicate

their role & status in society. Marketers should be aware of the

status symbol potential of products &

brands.

F t Aff ti C B h i



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Factors Affecting Consumer Behavior

Personal


Personal

Personal InfluencesPersonal Influences

Age and Life CycleStage

Age and Life CycleStage Occupation

Occupation

Economic SituationEconomic Situation

Lifestyle IdentificationLifestyle Identification

ActivitiesActivities OpinionsOpinions

InterestsInterests

Personality & Self-ConceptPersonality & Self-Concept


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Affects choice of food, clothes,

furniture, recreation etc.

Age & life-cycle stage


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Affects consumption pattern .

e.g. Purchasing patterns of white collar

workers will be different from those ofblue collar workers.

Occupation


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A persons distinguishing psychological

characteristics that lead to relatively

consistent & enduring responses toenvironment

Personality


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Based on traits people can be described as

Confident

Warm Loving Caring

Outgoing

Introvert

Extrovert Aggressive

Not Responsible


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Personality types affect product/brand

choices. A Marketer should adapt his

selling style to suit the customerspersonality.


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Self-concept (Self-image)

Marketers try to develop brand images

that match the target markets self-image.

Self-concept


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Actual self-concept

Ideal self- concept

Others self -concept

It sometimes may become difficult to answer which

self will one try to satisfy while choosing a product.


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It is the persons pattern of living as

expressed in the persons activities ,

interests & opinions. Lifestyle portrays whole person

interacting with the environment.

Lifestyle


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Achievement-oriented

Belongingness-oriented

VALS 2

VALS 2


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VALS 2VALS 2

PrincipleOriented StatusOriented ActionOriented

AchieversAchievers

ActualizersActualizers

StrugglersStrugglers

StriversStrivers

FulfilledsFulfilleds

BelieversBelievers

ExperiencersExperiencers

MakersMakers

Abundant ResourcesAbundant Resources

Minimal ResourcesMinimal Resources




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Psychological


Psychological

PsychologicalFactors

MotivationMotivation

PerceptionPerception

LearningLearning

Beliefs andAttitudes

Beliefs andAttitudes

Maslows Hierarchy of Needs

Maslows Hierarchy of Needs


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Maslow s Hierarchy of NeedsMaslow s Hierarchy of Needs

Esteem Needs(self-esteem, status)

Social Needs(sense of belonging, love)

Safety Needs(security, protection)

Physiological Needs(hunger, thirst)

Self

Actualization(Self-development)


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Involvement

Differences between brands


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Involvement

Involvement consists of the personal,

social, and economic significance of the

purchase to the consumer.

Involvement consists of the personal,

social, and economic significance of the

purchase to the consumer.




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Types of Buying DecisionsTypes of Buying Decisions

Complex

BuyingBehavior

Dissonance-Reducing Buying

Behavior

Variety-

SeekingBehavior

HabitualBuying

Behavior

HighInvolvement

Significantdifferences

betweenbrands

Fewdifferences

betweenbrands

LowInvolvement


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The Buyer Decision ProcessThe Buyer Decision Process

Need RecognitionNeed Recognition

Information SearchInformation Search

Evaluation of AlternativesEvaluation of Alternatives

Purchase DecisionPurchase Decision

Postpurchase BehaviorPostpurchase Behavior


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The Buyer Decision Process

The buyer decision process is the stages

a buyer passes through in making choicesabout which products and services to buy.

The buyer decision process is the stages

a buyer passes through in making choicesabout which products and services to buy.

C B i D i i


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2. Search forInformation

(about wireless

service providers

and phones)

1. Recognitionof a Need

(for reliable

mobile telephone

communication)

3. Evaluationof Alternatives

(narrow down to

consideration set)

6. Disposition(Discard phone,

cancel wireless

service when nolonger wanted

or needed)

4. Choice/Purchase(choosing one

alternativeprovider andphone fromthe set)

5. Post-purchaseEvaluation(actual versus

expectedsatisfaction with

both phone and

service

provider)

Consumer Buying Decisions

Process for a Wireless Phone




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The Buyer Decision ProcessStep 1. Need Recognition

yStep 1. Need Recognition

External Stimuli

TV advertising

Magazine ad

Radio slogan

Stimuli in theenvironment

External StimuliTV advertising

Magazine ad

Radio slogan

Stimuli in theenvironment

Internal Stimuli

Hunger

Thirst

A persons normalneeds

Internal Stimuli

Hunger

Thirst

A persons normalneeds

Need RecognitionDifference between an actualstate and a desiredstate

Need RecognitionDifference between an actualstate and a desiredstate


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Need recognition: the process that

occurs whenever the consumer sees a

significant difference between his or hercurrent state of affairs and some desired

or ideal state.

Needs are biologically determined (food,

water, shelter) while wants are learned

responses to satisfying those needs. Marketers want to know how consumers learn

so that they can attempt to influence this

process.




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The Buyer Decision ProcessStep 2. Information Search

The Buyer Decision ProcessStep 2. Information Search

Family, friends, neighborsMost influential source of information

Advertising, salespeopleReceives most information

from these sources

Mass MediaConsumer-rating groups

Handling the productExamining the productUsing the product

Personal SourcesPersonal Sources

Commercial SourcesCommercial Sources

Public SourcesPublic Sources

Experiential SourcesExperiential Sources

Information search: the process whereby a


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Information search: the process whereby a

consumer searches for appropriate information

needed to make a reasonable decision.

Information search takes place:

Internally: our own memory bank.

Externally: everywhere else.

The Internet has enabled this process by huge leapsand bounds.

Information search can be:

Purposeful: looking for it.

Passively acquired. Of key interest is what influences the amount and

quality of search?




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The Buyer Decision ProcessStep 3. Evaluation of Alternatives

The Buyer Decision ProcessStep 3. Evaluation of Alternatives

Product AttributesEvaluation of Quality, Price, & Features

Product AttributesEvaluation of Quality, Price, & Features

Degree of ImportanceWhich attributes matter most to me?

Degree of ImportanceWhich attributes matter most to me?

Brand BeliefsWhat do I believe about each available brand?

Brand BeliefsWhat do I believe about each available brand?

Total Product SatisfactionBased on what Im looking for, how satisfied

would I be with each product?

Total Product Satisfaction

Based on what Im looking for, how satisfiedwould I be with each product?

Evaluation ProceduresChoosing a product (and brand) based on one

or more attributes.

Evaluation ProceduresChoosing a product (and brand) based on one

or more attributes.


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Evaluation of alternatives: the process

whereby a consumer evaluates the different

purchase alternatives identified. Evaluation criteria:the dimensions that

consumers use to compare competingproduct alternatives.

Students choosing a university may usemany different selection criteria, such as:size, reputation, costs, location, programs,living accommodations, or social life.

Some criteria are more important thanothers, so we still need to know how thedecision will be made.


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Product choice: the process whereby a

consumer makes a choice between the

different purchase alternatives identified.

Heuristics: a mental rule of thumb that leads

to a speedy decision by simplifying the

process.


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Heuristics

The human mind seeks to simplify theamount of decision making requiredwhenever possible.

We hold attitudes for the same reason, andwe apply them to purchase decisions.

Does higher price equal more quality? If it is aRolex, yes.

What happens when it doesnt in the shortand long run?


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Brand Loyalty

Brand loyalty:a pattern of repeat productpurchases, accompanied by an underlying

positive attitude toward the brand, which isbased on the belief that the brand makes

products superior to its competition.

Brand names can serve as an expectation of

performance and can be used to facilitate newproduct acceptance.


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Brand equity: the value of the brandnames acceptance.

Companies use brand equity tofacilitate new product acceptance.




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The Buyer Decision ProcessStep 4. Purchase Decision

The Buyer Decision ProcessStep 4. Purchase Decision

Purchase IntentionDesire to buy the most preferred brand

Purchase IntentionDesire to buy the most preferred brand

Purchase DecisionPurchase Decision

Attitudesof others

Unexpectedsituationalfactors




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yStep 5. Post purchase BehaviorStep 5. Post purchase Behavior

Consumers Expectations ofProducts Performance

Consumers Expectations ofProducts Performance

DissatisfiedCustomer

DissatisfiedCustomer

SatisfiedCustomer!

SatisfiedCustomer!

Products Perceived

Performance

Products Perceived

Performance

Cognitive Dissonance


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Post-purchase evaluation:theprocess whereby a consumer evaluatesthe quality of the purchase decision made,

as a result of consumption and learning.

Customer (dis)satisfaction:theoverall feelings or attitude a person has

about a product after purchasing it.

tages in the Adoption Processt

ages in the Adoption Process


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tages in the Adoption Processg p

AwarenessAwareness

InterestInterest

EvaluationEvaluation

TrialTrial

AdoptionAdoption

Adoption of Innovationsd

option of Innovations


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Adoption of Innovationsp

Percenta

geofA

dopters

Time of Adoption

Early Late

Innovato

rs

EarlyAdopters

Early Majority

2.5%

13.5%

34% 34%

16%

Laggards

Late Majority

nfluences on the Rate of Adoptionf

luences on the Rate of Adoption


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nfluences on the Rate of Adoption

of New Products

p

of New Products

DivisibilityCan the innovation

be used on atrial basis?

CompatibilityDoes the

innovationfit the values and

experience of thetarget market?ComplexityIs the innovation

difficult tounderstand or use?

Relative AdvantageIs the innovation

superior to existingproducts?

CommunicabilityCan results be easily

observed or describedto others?

ProductCharacteristics


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Consumer psychology


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Consumer Psychology

Perception

Learning

Motivation

Beliefs & Attitudes

Lifestyles


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Perception

What is Perception

Images

Process

Sensation & Perception

Picturing the Perceptual Process

Psychological influences on consumer

behavior

Wh t i P ti ?


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What is Perception?

Process to recognize, organize,and make sense of sensations.

P ti


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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.

Perception is the process by which an

individual selects, organizes, and

interprets information to create ameaningful picture of the world.


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Look at this picture: what do you see?

Images nearby ... and far away


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How many Horses can you find in this picture?


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Find faces

in this tree


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Can you

find

hiddenimages?


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Find the baby

PERCEPTION


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S ti d P ti


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Sensation and Perception

Sensation: Conscious outcome of senseorgans and projection regions. (I detectsomething, not necessarily conscious, andnot necessarily meaningful)

Perception: Means by which informationacquired from the environment via the senseorgans is transformed (organized) intoexperiences of objects, events, sounds,

tastes, etc. (I know, recognize, appreciatewhat I am sensing, and it means something tome)

Picturing the Perceptual Process


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Three steps in the sensation and

perception of a stimulus


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Perceptions:Perceptions: the meaning that aperson attributes to incoming stimuli

gathered through the five senses sight, hearing, touch, taste, and smell.

Perceptual screens:Perceptual screens: the filtering

processes through which all inputsmust pass

P h l i l I fl f


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Psychological Influences of

consumer behavior Selective perception

Subliminal Perception

Perceived Risk

PSYCHOLOGICAL INFLUENCES


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ON CONSUMER BEHAVIOR

Perception

(Three perceptual processes)

Selective Attention

Selective Distortion

Selective Retention

Subliminal Perception

Subliminal Perception:Subliminal Perception: subconscious


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preceipt of information Almost 50 years ago, a New Jersey movie

theater tried to boost concession sales byflashing the words Eat Popcorn and DrinkCoca-Cola.

Subliminal advertising is aimed at the

subconscious level of awareness. Subliminal advertising has been universally

condemned as manipulative, and isexceedingly unlikely that it can induce

purchasing. Research has shown that subliminal

messages cannot force receivers to purchasegoods that they would not consciously want.

Perceived Risk


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Perceived Risk

Perceived riskrepresents the anxieties

felt because the consumer cannot

anticipate the outcomes of a purchase

but believes that there may be negative

consequences.

Perceived riskrepresents the anxieties

felt because the consumer cannot

anticipate the outcomes of a purchasebut believes that there may be negative

consequences.

Perceived risk: the belief that use of a product


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Perceived risk:the belief that use of a product

has potentially negative consequences, either

financial, physical, or social.

The consequences of making a bad choicemay vary from minimal (chocolate bar) tosevere (university program or choice of mate!).

Risk is perceptual, therefore it can beinfluenced. How do marketers reduce the riskperceived by consumers?

What do consumers do to reduce theirperceived risk?

Mostly, they look for information.

PSYCHOLOGICAL INFLUENCES


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Perception

Perceived Risk

Obtain Seals of Approval

Secure Endorsements from Influential People

Provide Free Trials of the Product

Give Extensive Usage Instructions

Provide Warranties and Guarantees


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Learning

Meaning

Learning - I : Classical Conditioning

Learning -2: Operant Conditioning Psychological Influences on Consumer

Behavior


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What is learning?

any relatively enduring change inbehavior as the result of experience

Learning


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Learning

Learning refers to those behaviors that

result from (1) repeated experience and

(2) reasoning.

Learning refers to those behaviors that

result from (1) repeated experience and

(2) reasoning.


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Learning:a relatively permanentchange in behavior caused by acquiring

information or experience. Consumersmust learn how to satisfy their needs.

Learning can be either deliberate or

vicarious.


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Behavioral learning theories: theories oflearning that focus on how consumer behavioris changed by external events or stimuli.

The consumer forms connections between thethings that happen to them or within their rangeof perception.

Freud had a few things to say about these

connections.


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Learning I:Classical Conditioning


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Ivan Pavlov

1849-1936 (b. near Moscow)

Animal research using live animals

Early research on animal digestion in which taste

of food shown to trigger release of gastric juices

Pavlovs Research on Conditioning


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Pavlovs Research on Conditioning Animals had small

incision in jaw tocreate a channel(fistula) through whichsaliva would flow andbe collected &measured

Pavlov began toresearch what wouldhappen when he ranga bell or sounded a

gong just before heput meat powder in thedogs bowl

What is your reaction to this


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What is your reaction to this

photo?

What is your reaction to this blue


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What is your reaction to this blue

box?

What is happening here?


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What is happening here?

The blue box becomes


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The blue box becomes

associated with the lovers

++


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Signals

If done enough times, the neutral object or situation becomes a mentalsignal for the pleasant or attractive one. It signals that the naturallypleasant or attractive object or situation is about to appear on the scene

Take a naturally pleasant or attractiveTake a naturally pleasant or attractive

object or situationobject or situation

++ Associate it with a neutral object or situation


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Learning II:

Operant ConditioningB. F. Skinner

Skinner Box


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Skinner Box Lever or other target upon

which the animal will operate Signal such as a light

Source of reward such as afood pellet tray or apunishment such as anelectrical shock grid

Mechanism to record animalsbehavior (frequency counter)

First used with rats, then with

pigeons

New Language I:


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Contingencies Reinforcement = any consequence which increases the

likelihood that the behavior will occur again

Positive Reinforcement: a pleasant reward which leads to

an increase in a behavior

Having a good time on a Saturday night

Negative Reinforcement: removal of something aversive

or unpleasant which leads to increase in a behavior

Cops stopping loud music of kids outside

Punishment = Any consequence which decreases thelikelihood that the behavior will occur again

New Language II: Behavioral

C


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Control

Organisms acquire new behaviors The forms of behaviors are shapedby their

consequences

Behaviors are extinguishedby a lack of reinforcement

when they occur

Discriminative stimuliare cues (signals) that influence

behavior; they suggest the consequence of behavior

Generalized responses are behaviors which are similarto behaviors which have been rewarded or punished in

the past

LearningLearning


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LearningLearning An immediate or expected change in

behavior as a result of experience. The learning process includes the

component of: Drive Cue Response Reinforcement

PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR


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Learning

Behavioral Learning

Drive

Response

Reinforcement

Stimulus Generalization

Stimulus Discrimination

Cognitive Learning

Brand Loyalty

Brand Loyalty


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y y

Brand loyalty is a favorable attitude

toward and consistent purchase of a single

brand over time.

Brand loyalty is a favorable attitude

toward and consistent purchase of a single

brand over time.


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Applying Learning Theory toApplying Learning Theory to

Marketing DecisionsMarketing Decisions Shaping: process of applying a series of

rewards and reinforcements to permitmore complex behavior to evolve over

time


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MOTIVATION & PERSONALITY

Motivation


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Motivation is the energizing force that

stimulates behavior to satisfy a need.

Motivation is the energizing force that

stimulates behavior to satisfy a need.

Personality


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y

Personality refers to a persons

consistent behaviors or responses to

recurring situations.

Personality refers to a persons

consistent behaviors or responses to

recurring situations.

M i i & P li


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Motivation & Personality

Why do people do the things they do?

Drive Reduction Theory

Kinds of Drives Psychological Influences on Consumer

Behavior

Motivation


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Why do people do the things they do?

reflexes simple, unlearned responses to specific stimuli

-often mediated by direct connections in spinal cord

learned (conditioned) behaviors

physiological needs drives increase likelihoodof behavior

cognition

thoughts, beliefs and strategies about consciously

directed behaviors that best satisfy drives

What arethe basicdrives?

Why aresome things

moremotivating

(reinforcing)than others?


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Motivation Drive-Reduction Theory

the idea that a physiological need createsan aroused tension state (a drive) that

motivates an organism to satisfy the need

Kinds of Drives


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regulatory

primary biological maintenance

survival

regulated by homeostasis breathing, hunger, thirst, pain, sleep

non-regulatory

long-term maintenance

attachment, nurture, novelty, aggression long-term comfort

self-esteem, power, achievement, self-actualization



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Motivation and Personality

Motivation

Physiological Needs

Safety Needs

Social Needs

Personal Needs

Self-Actualization Needs

Personality

Self-Concept

Hierarchy of needs


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Motivation:an internal state that drives

us to satisfy needs by activating goal-


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us to satisfy needs by activating goal

oriented behaviour.

Example: a homeless person is

motivated to find shelter and food, while

only the wealthy have the luxury ofspending their time seeking self-

fulfillment.

Needs and MotivesNeeds and Motives

N d i b l b t


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Need: an imbalance between a consumers

actual and desired states

Motives: inner states that direct a person

toward the goal of satisfying a felt need

Self Concept


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Self Concept: the totality of an individuals

thoughts and feelings having reference tohim/herself as an object.

It is the personal or internal basis for

lifestyle but should not be perceived asdevoid of social influence.

Definition


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Self-ConceptSelf-Concept


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A persons multifaceted picture of himself or

herself, composed of the: Real self

Self-image

Looking-glass self

Ideal self

Measurement Scales for Self-Concepts,

Person Concepts, and Product Concepts


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1. Rugged ----------------- Delicate2. Excitable ----------------- Calm3. Uncomfortable ------------ Comfortable4. Dominating --------------- Submissive5. Thrifty ----------------- Indulgent

6. Pleasant ----------------- Unpleasant7. Contemporary -------------Non-contemporary8. Organized ----------------- Unorganized9. Rational ----------------- Emotional

10. Youthful ----------------- Mature

11. Formal ----------------- Informal12. Orthodox ----------------- Liberal13. Complex ----------------- Simple14. Colorless ----------------- Colorful15. Modest ----------------- Vain

p , p

The Relationship between Self-Concept and

Brand Image Influence


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ProductBrand Image

ConsumerSelf-concept

Relationshi

pBetweenself-concept

and brand

image

Behavior

Seek productsand brands

that improve

or maintain

self-concept

Satisfaction

Purchasecontributes todesired self-

concept

Lifestyle/ Psychographics


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A distinct mode of living -- including howone spends time, $, and places emphasis onnumerous aspects of their life.

Lifestyle defined:

Lifestyle patterns are influenced by several

internal and external factors like:

Income, age, family size, social patterns, social

attitude changes, shifts in social views, legal

changes, background, and education.




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A way of describing the psychological make-

up or lifestyle of a consumer or segment of

consumers.

Psychographics defined:

Lifestyle dimensions can come from analyzing several

activities/interests and opinion items. This analysis ---

a set of dimensions or factors, next these factors areused in formulation clusters or categories of the

consumer population.

Lifestyle and the Consumption Process


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Lifestyle

Determinants Demographics

Subculture

Social class

Motives

Personality

Emotions

Values Household

Culture

Past experiences

Lifestyle

(How we live)

Activities

Interests

Like/dislikes

Attitudes

Consumption

Expectations

Feelings

BehavioralImpact

Purchases How

When Where What With whom

Consumption Where With whom How When What

Impact of Lifestyle


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Lifestyle ----- > Choice/use/w.o.m

Direct Impact

Aspirational Impact

Indirect Impact

Impact of Lifestyle


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Direct Impact

Adventuresome, fast-paced,live-for-now, lifestyle --->higher desire for sportscars, bungie jumping, travel.

Impact of Lifestyle


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Indirect Impact

Modern conservative family, two careerprofessionals, wants to provide nice, safehome and good future opportunities forchildren ---> lawn care service, auto

maintenance contracts, fast food services.

Impact of Lifestyle


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Aspirational Impact

Low-income individual, young adult,college graduate, profession seeking,

wants a family, (but later). Marketingmessages tell him/her that you need todress for success look good ---> CZ

ring, 18K gold plated watch, designercopy-cat clothes, less-expensive butunique car.

Relationship of Self-concept and

Lifestyle


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Lifestyle

Self concept ActualLifestyle

ExternalFactors

PrivateSelf

ActualIdeal

SocialSelf

Measures of Lifestyle


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Originally AIO inventory (200-350 itemsinvolving Activities, Interests, and Opinions)

Problem: Too long, too narrow in scope

More recent measures include: Attitudes, Values,

Activities, Interests, Media Patterns, Usage

characteristics, Demographics and Geographics.

VALS VALS2 PRIZM

VALS


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4 Base categories:Need DrivenGroups

Survivors

Sustainers

Outer directedGroups

BelongersEmulators

Achievers

Inner directed

Groups

I am me

ExperientialSocietally conscious

Both inner andouter directed

Integrated

VALS2 Lifestyle System


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Principle

Fulfilled

Believer

Achiever

Striver

Action

Experiencer

Maker

Actualizer

Struggler

Abundant resources

Minimal resources

Status

VALS2 Lifestyle System


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Self concept is composed primarily of threedimensions of self orientation:

Principle oriented: Choices guided by their own

personal beliefs, not feelings or others approval.

Status oriented:Heavily influenced by actions,approval, and the opinions of others

Action oriented: Desire social activity & Physicalactivity variety and risk taking -- adventuresome.

Lifestyle Analysis of the Cosmetics Market


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1. Self-aware: concerned about appearance, fashion, andexercise.

2. Fashion-direct: concerned about fashion and appearance,

not about exercise and sport.

3. Green goddesses: concerned about sport and fitness, less

about appearance.

4. Unconcerned: neutral attitudes to health and appearance.

5. Conscience-stricken: no time for self-realization, busy withfamily responsibilities.

6. Dowdies: indifferent to fashion, cool on exercise, and dress

for comfort.

Cosmetic Lifestyle Segments

Intrapersonal and Interpersonal Determinants of Consumer Behavior


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Measurement

Psychographics

Activities, interests,

opinions.

Culture and Subculture

Social classPreference groups

Family

Values Personality

Lifestyles

Decisions

Family

Individual

General behavior

Intrapersonal and Interpersonal Determinants of Consumer Behavior


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General behavior

Benefits desired

Time budget

expenditures

Money Budget

expenditures

Product choices

Brands and storechoices

Benefit delivery

Beliefs & Attitudes


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Beliefs & Attitudes

Beliefs

Attitudes

Psychological Influences on ConsumerBehavior

Beliefs


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Beliefs are a consumers subjective

perception of how a product or brand

performs on different attributes based onpersonal experience, advertising, and

discussions with other people.

Beliefs are a consumers subjective

perception of how a product or brand

performs on different attributes based onpersonal experience, advertising, and

discussions with other people.

Attitude


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An attitude is a learned predisposition

to respond to an object or class of objects

in a consistently favorable or unfavorableway.

An attitude is a learned predisposition

to respond to an object or class of objects

in a consistently favorable or unfavorableway.

AttitudesAttitudes


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AttitudesAttitudes

A persons enduring favorable or

unfavorable evaluations, emotional feelings,

or action tendencies toward some object or

idea

Attitude components: Cognitive

Affective

Behavioral

Changing Consumer AttitudesChanging Consumer Attitudes Attempt to produce consumer attitudes that


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Attempt to produce consumer attitudes thatwill motivate the purchase of a particular

product Evaluate existing consumer attitudes and

then make the product characteristics appealto them

Modifying the Components of AttitudeModifying the Components of Attitude Attitudes change in response to

inconsistencies among the three components Marketers can work to modify attitudes byproviding evidence of product benefits and bycorrecting misconceptions



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Values, Beliefs, and Attitudes

Attitude Formation

Attitude Beliefs

Attitude Change

Change Beliefs About a Brands Attributes

Change Perceived Importance of Attributes

Add New Attributes to the Product

Colgate Total Toothpaste andBayer Extra Strength Aspirin

H did th d h ttit d ?


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How did these ads change attitudes?

http://www.colgatetotal.com/http://www.bayeraspirin.com/http://www.colgatetotal.com/


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Lifestyle

Psychographics

VALS

Thinkers

Believers

Achievers

Strivers

Experiencers

Makers

Innovators

Survivors

VALS Consumer SegmentsHow do consumers make purchase decisions?


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Industrial Buying Behavior
http://www.sric-bi.com/http://www.sric-bi.com/


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Industrial Buying Behavior

Business Market

Characteristics of Business Market

Model of Business Buying Behavior

Business Buying Situation

Participants

Major Buying Influences

Stages

What is a Business Market?

What is a Business Market? The Business Market - all the


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The Business Market all theorganizations that buy goods and servicesto use in the production of other productsand services that are sold, rented, orsupplied to others.

Business markets involve many moredollars and items do consumer markets.

Characteristics of Business Markets

Characteristics of Business Markets


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Types of Decisions & the

Decision Process

Types of Decisions & the

Decision Process

Market Structure and DemandMarket Structure and Demand

Fewer, larger buyers Geographically concentrated Demand derived from consumers Inelastic demand Fluctuating demand

Fewer, larger buyers Geographically concentrated Demand derived from consumers Inelastic demand Fluctuating demand

Nature of the Buying UnitNature of the Buying Unit

More buyers More professional purchasing effort

More buyers More professional purchasing effort

More complex decisions Process is more formalized Buyer and seller are more

dependent on each other Build close long-term relationships

with customers

More complex decisions Process is more formalized Buyer and seller are more

dependent on each other Build close long-term relationships

with customers

Model of Business Buyer Behavior

Model of Business Buyer Behavior

Marketing andOth Sti li

Marketing andOther Stimuli

Product

P i

Economic

T h l i l


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The Buying OrganizationThe Buying Organization

Other StimuliOther Stimuli

Buyers ResponseBuyers Response

Price

PlacePromotion

Technological

PoliticalCultural

Interpersonal

and IndividualInfluences

Organizational

Influences

Product or ServiceChoice

Supplier Choice

Order Quantities

Delivery Termsand Times

Service Terms

Payment

The Buying Center

Buying DecisionProcess

Business Buying Situationsu

siness Buying Situations


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Straight RebuyStraight Rebuy

New Task BuyingNew Task Buying

Modified RebuyModified Rebuy

InvolvedDe

cisio

nMakin

g

Participants in the Business Buying ProcessThe Buying Center

Participants in the Business Buying Process:The Buying Center


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BuyingCenter

BuyingCenter

UsersGatekeepers

Deciders Influencers

Buyers

Major Influences on BusinessBuying

Major Influences on BusinessBuying


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y g

EnvironmentalEconomic, Technological, Political, Competitive & Cultural

EnvironmentalEconomic, Technological, Political, Competitive & Cultural

OrganizationalObjectives, Policies, Procedures,

Structure, & Systems

OrganizationalObjectives, Policies, Procedures,

Structure, & Systems

InterpersonalAuthority, Status, Empathy &

Persuasiveness

InterpersonalAuthority, Status, Empathy &

Persuasiveness

IndividualAge, Education, Job Position, Personality &

Risk Attitudes

IndividualAge, Education, Job Position, Personality &

Risk Attitudes

BuyersBuyers

Stages in the BusinessBuying Process

Stages in the BusinessBuying Process


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Problem RecognitionProblem Recognition

General Need DescriptionGeneral Need Description

Product SpecificationProduct Specification

Supplier SearchSupplier Search

Proposal SolicitationProposal Solicitation

Supplier SelectionSupplier Selection

Order Routine SpecificationOrder Routine Specification

Performance ReviewPerformance Review

Customer satisfaction Vs. Customer

Delight


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Delight

3 consumer behaviour

Documents