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CHAPTER 5Consumer Behavior:
How and Why People Buy
M A R K E T I N G
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Consumer Behavior
The process individuals and groups go through to select, purchase, or use goods, services, ideas, or experiences to satisfy their needs and desires
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Figure 5.1: The Consumer Decision-Making Process
Problem Recognition
Information Search
Evaluation of Alternatives
Product Choice
Postpurchase Evaluation
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Figure 5.2: EPS versus HDM
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Epinions.com
Web sites like this one help consumers in the evaluation of alternatives stage
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Product Choice
• People may ultimately make the choice based on heuristics
• Heuristics represent rules of thumb– brand loyalty– country of origin– liking
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Postpurchase Evaluation
• How good a choice was it?
• Customer satisfaction/dissatisfaction
• Ultimately affects future decisions and word-of-mouth communication
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Consumer Behavior
• Psychological Factors– Motivation– Perception– Learning– Attitudes– Information
processing
• Social Factors– Culture– Subculture– Social class– Reference groups– Family
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Perception
• Process by which people select, organize, and interpret information
Exposure Attention Interpretation
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Subliminal
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Motivation - Maslow’s Hierarchy of Needs
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Learning
• Learning is a change in behavior caused by information or experience
BehaviorLearning
CognitiveLearning
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Attitude - Personality
Innovativeness
Self-confidence
Sociability
Materialism
Need for Cognition
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Are you what you buy? Does your personality match the personality of the brands you
purchase?
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Age Groups – Family Life Cycle - Lifestyle
• Children – Teen – Young adults – Middle aged – Elderly
• Single, new couple, full nest empty nest, sole survivors
• How people choose to spend their time, money, and energy and reflects their values, tastes, and preferences
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Situational Influences
PhysicalEnvironment
Time
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Place-based Media
Place-based media offers a way to reach consumers when they are a captive audience
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Social Factors Influencing Consumer Behavior
Culture
Subculture
Social Class
Reference Groups
Family
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Sex Roles
‘Cool Shoppin’ Barbie reinforces sex roles
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Opinion Leaders
• An opinion leader is a person who influences others’ attitudes or behaviors because they are perceived as possessing expertise about the product
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Consumer-to-Consumer E-Commerce
• Communications and purchases that occur among individuals without directly involving the manufacturer or retailer
• Virtual Communities– Multi-User Dungeons (MUDs)– Rooms, Rings, Lists– Boards– Product Rating sites– Protest sites
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Disgruntled BK Employee
A former Burger King employee created this protest site
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• 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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• What do you think the future of C2C e-commerce is? How will it affect traditional marketing firms?
• How would you describe the decision process for impulse products placed near a store’s checkout area?