chapter 5 consumer behavior: how & why people buy m a r k e t i n g real people, real choices
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CHAPTER 5Consumer Behavior:
How & Why People Buy
M A R K E T I N GReal People, Real Choices
5-2
Chapter Objectives
• Define consumer behavior & explain reasons why and what they buy
• Explain the prepurchase, purchase, & postpurchase activities of consumers
• Describe how internal factors influence consumers’ decision-making processes
5-3
Chapter Objectives
• Understand how situational factors may influence consumer behavior
• Describe how consumers’ relationships with other people influence their decision-making process
• Understand how the Internet offers opportunities for marketing
5-4
Consumer Behavior
The process individuals & groups go through to select, purchase, or use goods, services, ideas, or experiences to satisfy their needs & desires
5-5
Consumer Decision-Making Process
• Problem recognition
• Information search
• Evaluation of alternatives
• Product choice
• Post-purchase evaluation
5-6
Problem Recognition
• Occurs whenever a consumer recognizes a difference between the current state & the ideal or desired state
• Internal cues - consumers recognize state of discomfort
• External cues - marketers may stimulate consumers to recognize problem
5-7
Information Search
• Consumer checks memory & surveys environment to identify what options are available
• Sources might include personal experience & knowledge, friends, advertising, websites, & magazines
5-8
Evaluation of Alternatives
• Identify consideration set
• Narrow list: compare pros & cons
• Use evaluative criteria to decide among remaining choices
5-9
Product Choice
• People may ultimately make the choice based on heuristics
• Heuristics represent rules of thumb– brand loyalty– country of origin– liking
5-10
Postpurchase Evaluation
• How good a choice was it?
• Customer satisfaction/dissatisfaction
– regret
• Ultimately affects future decisions & word-of-mouth communication
5-11
Internal Influences
• Perception
• Motivation
• Personality
• Age
• Lifestyle
5-12
Perception
• Process by which people select, organize, & interpret information
– Exposure: stimulus must be within sensory receptors to be noticed
– Attention: consumers will pay attention to some stimuli and not to others
– Interpretation: consumers assign meaning to stimuli
5-13
Motivation
• Motivation is an internal state that drives us to satisfy needs
• Once we activate a need, a state of tension exists that drives the consumer to some goal that will reduce this tension and eliminate the need
• Consequently, only unmet needs motivate
Attitudes
• Attitude is a lasting evaluation of a person, object or issue.
• Three components to attitudes:
– Cognitions, Affect, & Behaviors
– Think, Feel, Do
• Each of these three components will be the dominant influence in creating an attitude toward the product
5-14
5-15
Personality
• Personality: set of unique psychological characteristics that influences the way a person responds to situations in the environment– Innovativeness– Self-confidence– Sociability– Materialism– Need for cognition
5-16
Age Group
• Products and services often appeal to a specific age group (demographics)
– Children
– Teens
– Young Adults
– Middle-aged
– Elderly
5-17
Lifestyles
• A pattern of living that determines how people choose to spend their time, money, & energy
– reflects values, tastes, & preferences
• Expressed through preferences for sports, music, & politics
– Psychographics
5-18
Situational Influences
• Physical Environment
– arousal
– pleasure
• Time
– time poverty
5-19
Social Influences
• Culture & Subcultures
• Social Class
• Reference Groups
• Opinion Leaders & Market Mavens
5-20
Cultures and Subcultures
• Culture is the values, beliefs, customs, and tastes produced & valued by a group of people
• A subculture is a group coexisting with other groups in a larger culture whose members share a distinctive set of beliefs or characteristics
– Harley Davidson subculture
5-21
Social Class
• Social class is the overall rank of people in a society
• People in the same class tend to have similar occupations, similar income levels, share common tastes in clothes, decorating styles, & leisure activities
5-22
Group Memberships
• A reference group is a set of people a consumer wants to please or imitate
• The “group” can be composed of one person, a few people, or many people. They may be people you know or don’t know.
– Conformity is at work when people change as a reaction to real or imagined group pressure
5-23
Opinion Leaders
• An opinion leader is a person who influences others’ attitudes or behaviors because they are perceived as possessing expertise about the product
• Market maven: person who shares general market knowledge and influences others’ behavior
– The Tipping Point
5-24
Issues for Discussion
• What are some cultural or demographic trends that may affect marketing for the following products?– Housing– Magazines– Education– Telecommunications– Travel & tourism– Automobiles
5-25
Issues for Discussion
• What subcultures are you a member of? What distinctive beliefs, characteristics, or experiences are a part of the subcultures?
• Does conformity from reference groups exert a positive or negative influence on consumers? With what types of products is conformity more likely to occur?
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