[group 5] consumer behaviour
TRANSCRIPT
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Consumer buying behaviour
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Model of consumer behaviour
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Personal factors
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Personal
Age and Life-
cycle stage
Occupation
Economic
SituationLifestyle
Personality
and self-
concept
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Age and Life-cycle stage
Age
changes
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Children Teenager Youngster Adult Elder
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Age and Life-cycle stage
Family life-cycle
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Age and Life-cycle stage
Family life-cycle
No financial burden
Concern: fashion, car, mobile phone,.
Interest: travelling, party,
Demand for house
Concern: promotional products, kid-
related products and services,
Interest: household appliances,
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Age and Life-cycle stage
Psychological life-cycle
Satisfied Unsatisfied
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Occupation
Affects the goods and services bought.
Economic situation
Affects product choice.
Buy
goods and
sevices
W
atch trends in personal income, savings andinterest rates.
identify the occupational groups.
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Singer
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Business women
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Lifestyle
Lifestyle: expressed in consumers activities,
interests and opinions.
P
sychographics: the technique of measuringlifestyles.
AIO
dimensions
VALS
SINUS
ACE
Technographics scheme
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VietnameseWomen
Take care of their house.
Tend to cook for their
family.
Spend more money
more nutritious meals.
American Women
Too busy at work
fast food.
Tend to go to restaurants
Rarely do housework.
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Personality and Self-concept
Personality: confident, dynamic, aggressive.
Analysing consumer behaviour.
Self-concept: the complex mental pictures that
people have of themselves.
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Gentle, girly
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GROUPS
Membershipgroups
Person belongs to the
group
Have direct influence
Reference groupsHave direct (Face-to-
face) or indirect
influence on persons
attitudes or behavior
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Membership Groups
Primary Groups:regular and
informal interactionEx: family,
friends,neighbors, and
fellow workers
Secondary Groups:
less regular but
more formal
interactionEx: religious groups,
professional associations,
and trade unions.
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Reference groups
Aspirational group: A group to which an individual wishes to
belong.
Reference groups inuence a person in at least three ways :
Expose the person to new behaviours and lifestyles. Inuence the persons attitudes and self-concept because he or
she wants to t in.
Create pressures to conform that may affect the persons
product and brand choices.
Ex: Britney Spears is famous singer. And many teenage girls
idolise her. They identify with her, although they dont hace
face-to-face
People inreference group have special skills,
knowledge, personality or other characteristics influence on
others
Ex: if Ho Ngoc Ha choose Sunsilk as her favorite, many of her
fan will follow her
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Public Luxuries
Gofts Clubs
Yatchs
Private Luxuries
TV video games
Ice makers
Public Necessities
Cars
Dress clothes
Privete Necessities
Refregerators
Floor lamps
Group influence on brand choice
Strong Weak
Groupinfluence
on
product
choice
Strong
Weak
Figures 7.3
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Family
Family members can strongly inuence buyer behaviour.
The family of orientation: parents buyers provide orientation
towards religion, politics,economics, and a sense of personal
ambition, self-worth and love
The family of procreation: the buyers spouse and children
has a more direct inuence on everyday buying behaviour
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Consumers buying roles
Group members can inuence purchases in many ways. For
other products, the decision-making unit is more complicated
with people playing one or more roles
UserDecider
BuyerInfluencer
Initator
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Role and status
Role:The activities a person is expected to
perform according to the people around him
or her.
Ex: With his parents, David Beckham plays a role of son.
In her family, he plays a role of husband and father. In his
job, he is a famous football star.
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Status: The general esteem given to a role by
society.
Role and status
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Cultural factors
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CULTURE
Culture is the set of
basic values,
perceptions, wants
and behaviourslearned by a member
of society from family
and other important
institutions.
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Cultural ship
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Subculture
A group of people with shared value
systems based on common life experiences
and situations.
Nationalities
Religions
Racial groups Geographic regions
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Nationalities
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Racial groups
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Northern food
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Central food
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Southern food
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Social class
Relatively permanent and ordereddivisions in a society whose members share
similar values, interests and behaviours.
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National statistics socioeconomic classification
Classification Membership
1 Higher managerial and professional occupations
1.1 Employers and managers in large organisations (senior private
and public sector employees)
1.2 Higher professionals (partners in law firms, etc.)
2 Lower managerial and professional occupations (middle
managers andprofessionally qualified people)
3 Intermediate occupations (secretaries, policemen, etc.)
4 Small employers and sole traders5 Lower supervisory, craft and related occupations (skilled manual
workers)
6 Semi-routine occupations (shop assistants, etc.)
7 Routine occupations (semi-skilled or unskilled manual workers)
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Lower class
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PSYCHOLOGICAL FACTORS
Motivation
Perception
Learning Beliefs and attitudes
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MOTIVATION
Motive is a need that is sufficiently pressing to
direct the person to seek satisfaction of the
need.
Two popular theories of human motivations:
theories of Sigmund Freud and Abraham
Maslow.
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FREUDS THEORY OF MOTIVATION
People are largely unconscious of the real
psychological forces shaping their behaviour.
A person do not fully understand his or her
motivation.
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FREUDS THEORY OF MOTIVATION
She may wants to describe her motive as the
following:
Her current phone is too old.
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MASLOWS THEORY OF MOTIVATION
Human needs are arranged in a hierarchy,
from the most pressing to the least pressing.
A person tries to satisfy the most important
need first. When that important need is
satisfied, it will stop being a motivator and the
person will then try to satisfy the next most
important need.
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MASLOWS THEORY OF MOTIVATION
7 self-actualisati
onneeds
6 aesthetic
needs5 cognitiveneeds
4 esteem needs
3 social needs
2 safety needs
1 physiological needs
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PERCEPTION
The process by which people select, organise
and interpret information to form a
meaningful picture of the world.
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PERCEPTION
SIGHT, HEARING, SMELL,
TOUCH, TASTE
PERCEPTION
ACTS
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PERCEPTION
PERCEPTION
SELECTIVEATTENTION
Screen out
most of the
information towhich they are
exposed.
SELECTIVEDISTORTION
Adapt
information topersonalmeanings.
SELECTIVERETENTION
Retain only part of theinformation to which
they are exposed,usually informationthat supports theirattitudes or beliefs.
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PERCEPTION SELECTIVE ATTENTION
Ex: Everyday people are exposed to about 1500advertisements. However we can onlyremember 3 or 4 of them.
If a person is in the market for the product, thead has to stand out from the numerous of thesame type ads.
If a person is not in the market for the product,usually he will not remember anything aboutthe ad.
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PERCEPTION SELECTIVE ATTENTION
If a person is not in the market for the product,
usually he will not remember anything about
the ad.
marketers have to work really hard to draw
the attention of consumers.
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PERCEPTION SELECTIVE DISTORTION
Ex: Haphuong goes to a mall to seek advice on
purchasing a new cell phone.
The salesperson compares iphone 4 and HTC
desire.
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PERCEPTION SELECTIVE DISTORTION
Better
Battery
BetterEngine
Better
Image
Better
Storage
Better
Software
BetterPrice
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PERCEPTION SELECTIVE DISTORTION
Ex: However, as Haphuong wants to have an
iphone 4, she will tend to ignore good points
ofHTC desire and distort bad points of its.
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PERCEPTION SELECTIVE RETENTION
Ex: As Haphuong ignore good points ofHTC
desire and distort bad points of its, she also
forgets bad points of iphone 4. Haphuong is
likely to remember good things about iphone
4 because people tend to retain information
that supports their attitudes and beliefs.
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LEARNING
Learning describes changes in an individuals
behaviour arising from experience.
Learning occurs through the interplay of
drives, stimuli, cues, responses and
reinforcement.
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LEARNING
drives Haphuong has a drive for esteem needs.
stimuli Stimulus object: Iphone 4
cues Ads, friends using ip4, see in the mall
Responses Interest in buying an iphone 4
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LEARNING
After buying
an iphone 4
Generalises
Generalise
response tosimilar stimuli
DiscriminationRecognise
differences and
adjust accordingly
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BELIEFS AND ATTITUDES
Belief: a descriptive thought that a person
holds about something.
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Belief
Modern style
Many applications
Interesting games Good camera
Good recorder
High quality Too big
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Attitudes
Attitude: a persons consistently favourable or
unfavourable evaluations, feelings or
tendencies towards an object or idea.
A IS FOR
APPLE
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Types of buying decision behaviour
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Buyer decision process
WHYs
C l l f
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Cultural factors
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CULTURE
Culture is the set ofbasic values,
perceptions, wants
and behaviourslearned by a member
of society from family
and other important
institutions.
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l l h
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Cultural ship
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Subculture
A group of people with shared value
systems based on common life experiences
and situations.
Nationalities
Religions
Racial groups
Geographic regions
N i li i
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Nationalities
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Religions
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Northern food
C t l f d
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Central food
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Southern food
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S i l l
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Social class
Relatively permanent and ordereddivisions in a society whose members share
similar values, interests and behaviours.
National statistics socioeconomic classification
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National statistics socioeconomic classification
Classification Membership
1H
igher managerial and professional occupations
1.1 Employers and managers in large organisations (senior private
and public sector employees)
1.2 Higher professionals (partners in law firms, etc.)
2 Lower managerial and professional occupations (middle
managers andprofessionally qualified people)
3 Intermediate occupations (secretaries, policemen, etc.)
4 Small employers and sole traders
5 Lower supervisory, craft and related occupations (skilled manual
workers)
6 Semi-routine occupations (shop assistants, etc.)
7 Routine occupations (semi-skilled or unskilled manual workers)
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Upper class
Middl l
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Middle class
L l
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Lower class
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Five stages
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Five stages
NeedRecognition
Information
Search
Purchase
Decision
Post-purchaseBehaviour
Evaluation
of
Alternatives
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Need Recognition
The first stage of the buyer decision process in
which the consumer recognizes a problem or
need. A need can be triggered by:
Internal stimuli
External stimuli
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Internal stimuli
Hunger
Thirst
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External stimuli
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Information Search
The stage of the buyer decision process in
which the consumer is aroused to search fro
more information; the consumer may simply
have heightened attention (advertisements,conversations) or may go to active information
search.
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Information Search
The consumer can obtain information from these
sources:
Personal sources: Family, neighbors, acquaintances
Commercial sources: Ad, salespeople, internet, packaging,displays.
Public sources: mass media , consumer-rating organisations
Experiential sources: handling , examining, using the product.
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Evaluation of alternatives
The stage of the buyer decision process in
which the consumer uses information to
evaluate alternative brands in the choice set.
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Alternative evaluation
First, consumer looks for certain benefits and
see product as a bundle of product attributes
Second, consumer considers the importance
of each attribute
Third, consumer develops a set of brand
beliefs about where each brand stands on
each attribute.
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Alternative evaluation
Fourth, the consumer is assumed to have a
utility function for each attribute.
Fifth, the consumer arrives at attitudes
towards the different brands through some
evaluation procedure.
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h b h
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Postpurchase behaviour
The stage of the buyer decision process in
which consumers take further action after
purchase based on their satisfaction or
dissatisfaction
i fi d i i fi d?
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Satisfied or Dissatisfied?
Consumers expectations
Products perceived performance
S i f i i i
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Satisfaction is important
New customers
Repeat customers
Buyer decision process for new
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Buyer decision process for new
products
Adoption process
- Awareness
- Interest
- Evaluation
- Trial
- Adoption
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SingerS
elenaP
huongto attend the 2012
Grammy Awards!!!
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Need recognition
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Beyonce Nicole Kidman
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Ciara Rihanna
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Nicki Minaj
the
greatestenemy
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Information search
??
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????
??
?? ??
??
??
Personal source:
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LLouis Vuitton
best friends
suggestion
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Commercial source:
the Internet
Alexander McQueen
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Hermes
Public source:
Celebrities brand poll
on Vogue
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Chanel
Experiential source:
Selena Phuong is a
loyal customer of
Chanel
AlexanderHermes
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Chanel Louis Vuitton
Alexander
McQueen
Hermes
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Attribute
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Brands
Attribute
Originality(50%)
Convenience(20%)
Price(30%)
Louis Vuitton 5 8 6
Hermes 6 8 4
Chanel 9 2 2
Alexander
McQueen6 5 3
Louis Vuitton = 0.5(5) + 0.2(8) + 0.3 (6) = 5.9
Hermes = 0.5( 6) + 0.2(8) + 0.3(4) = 5.8
Chanel = 0.5(9) + 0.2(2) + 0.3(2) = 5.5
Alexander McQueen = 0.5(6) + 0.2(5) + 0.3(3) = 4.9
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Purchase decision
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Situational factor:
Last minute discovery
of Lady Gagas
extraordinary
costume!!!
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