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Copyright PCTI Group 2009

Consumer Behaviour

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Block 1

Consumer Behaviour Issues and

Concepts

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Nature of Consumer Behaviour

Consumer Behaviour can be defined as: "The decision process and physical activity engaged

in when evaluating, acquiring, using or disposing ofgoods and services.

Initiator The person who determines that some need orwant is not being met.

Influencer The person who intentionally/unintentionallyinfluences the decision to buy the actual purchase and/oruse of product or service.

Buyer The person who actually makes the purchase. User The person who actually uses or consumes the product or

service.

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THE DECISION PROCESS

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INDIVIDUAL DETERMINANTS

Motivation and Involvement Attitudes

Personality and Self-concept

Learning and Memory Information Processing

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EXTERNAL ENVIRONMENT

Cultural Influences Sub-cultural Influences

Social Class Influences

Social Group Influences Family Influences

Personal Influences

Other Influences

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APPLICATIONS OF CONSUMER

BEHAVIOUR IN MARKETING

Analyzing Market Opportunity Selecting the Target Market

Determining the Product Mix

Use in Non-profit and Social Marketing

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CONSUMER BEHAVIOUR AND LIFESTYLE

MARKETING

CHARACTERISTICS OF LIFESTYLELifestyle is a group phenomenon

Lifestyle pervades various aspects of life

Lifestyle implies a central life interest Lifestyles vary according to sociologically

relevant variables

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INFLUENCES ON LIFESTYLE

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VALS SYSTEM OF CLASSIFICATION

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ORGANISATIONAL BUYING BEHAVIOUR

organizational buying as a complex process ofdecision making and communication, which

takes place over time, involving several

organizational members and relationship with

other firms and institutions

Buying decision process

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ORGANISATIONAL BUYING BEHAVIOUR:

CHARACTERISTICS

Organizational buying is a multiperson buyingactivity

It is a formal activity which follows the

procedures laid down in an organization

Longer time lag between efforts and results

The uniqueness of organizations

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Factors influencing Organizational

Buying

External environment factors Economic

Infrastructural

Social Political

Competition

Regulatory

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Organizational factors

objectives

Policies

objectives

Procedures

Organizational structure

System

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Interpersonal factors

Authority Status

Empathy

Persuasiveness

Individual factors

Age

Income

Education Job position

Risk attitude

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Buying situation

Straight re-buy situation Modified re-buy

New task

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Buying Behavior Models

Simple model

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Buy grid model

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The fishers model

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Block 2

Individual influences on buying

behavior

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Perception process

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Stages in perceptual

Primitive categorization Cue check

Confirmation check

Confirmation completion

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Sensory system

Vision Smell

Sound

Touch Taste

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Sensory thresholds

The absolute threshold The differential threshold

The JND and Webers law

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Perceptual selection

Subliminal perceptionSubliminal techniques

embeds

auditory messages

consumer folklore

low level auditory stimulation

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Consumer motivation and involvement

Need and types of needs need for affiliation

need for power

need for uniqueness

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Maslows

hierarchy needs

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Motivation

Refers to the process that cause people to behaveas they do

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Theories of motivation

Instinct theory Drive theory

Expectancy theory

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Motivational conflicts

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Types of involvement

Purchase involvementmessage-response involvement

ego involvement

Measuring involvement Development of involvement

Segmenting by involvement

Strategies of to increase involvement

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Attitude and its constituent

Attitude is learned predisposition to respond in aconsistently favorable and unfavourable manner

with respect to given stimuli

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Functions of attitude

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Attitude models

Multi-attribute model

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ATO

These models seek information on the importance ofbrand attributes, belief about presence and absence

of those attributes and information on their combined

effect

algebraically

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Behaviour intention model

This model predict intentions to behaveAlgebraically

B=BI = W1 (AB) + W2 (SN): where

B = behavior; BI = Behaviour Intention

AB = attitude toward performing the behaviorSN = the subjective norm

W1 and W2, are empirically determined weights, throughregression analysis.

AB and SN are obtained directly from consumers viaquestionnaires. Thus, AB is obtained from the followingequation: Where

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where

SN = subjective norm;

NBj = the normative belief that a reference

group of persons j thinks that the consumer

should or should not perform thebehaviour;

MC = the motivation to comply with

the influence of the referent j and

n = number of relevant referencegroups of individuals.

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Learning and Memory

Learning refers to the permanent change in thebehavior caused by experience.

Theories of learning

Classical conditioning :theory given by IvanPavlov.Acc.to theory learning occurs when

stimulus elicit a response paired with

another stimulus that initially does not elicit

as response on its own, but will cause aresponse over time since it is associated

with the first stimulus

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Operant conditioning

This is given by B.F.Skinner acc.to this theoryindividual learns to perform behaviors that

produce positive outcome and avoid those

having negative outcome.

Instrumental learning occurs in 2 ways

+ve reinforcement in the form of reward response

is strengthened.

_ve reinforcement strengthens responses so that

Appropriate behavior is learned.

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Issues of learning

Issue of consciousness Observational learning

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Memory:structure and functioning

Is the process of acquiring information andstoring it over time so that it will available when

needed.

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Relationship among memory systems

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Retrieving information

is the process whereby information isaccessed from long-term memory

Measuring memory for advertising

Recognition vs. recall Starch test

Problems with memory measures

Response biases

Memory lapses

Memory vs. feeling

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Marketing applications

Repetition Conditioning product associations

Stimulus generalizations

Strategies on stimulusFamily branding

Product line extensions

LicensingLook-alike packaging

Reinforcement of consumption

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Personality and self concept

Refers to a person's unique psychological makeup and how it consistently influences the way a

person response to the environment

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Personality determinants

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Theories of personality

1) Psychoanalytic theorygiven by Sigmund freud . Acc. to this personality is

the product of

IdEgo

Super ego

2) Neo-Freudian theory

Acc .to this theory personality is classified into

three groups

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Compliant individuals Aggressive individuals

Detached individuals

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Trait theory

a person's unique psychological make up thatallows him to respond in a consistent manner

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Self-Consciousness Self esteem

Multiple selves

Symbolic interactionism The looking-glass self

THE THEORY OF SELF-CONCEPT

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CONSUMPTION AND SELF-CONCEPT

Self Image-Product Image Congruence The Extended Self

four levels of extended self

a) Individual levelb) Family level

c) Community level

d) Group level

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Block 3

Group influences on consumer

behaviors

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REFERENCE GROUPS

reference groups are defined as groups that aperson refers to, and identifies with, to theextent that the group becomes a norm,standard or point of reference.

Types of reference groups1) Membership or Non-membershipgroups

2) Formal or Informal Groups

3) Primary or Secondary Groups4) Aspiration groupsAnticipatory aspiration groupsSymbolic aspiration groups

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On the basis of function normative group

comparative group

status group dissociative group

status group

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Types of power

1) Reward Power2) Coercive Power

3) Legitimate Power

4) Referent Power5) Expert Power

REFERENCE GROUP INFLUENCE ON

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REFERENCE GROUP INFLUENCE ON

PRODUCTS

1) Influence on Product and Brand (PublicLuxuries)

2) Influence on Product only (Private Luxuries)

3) Influence on Brand only (Public Necessities)4) No Group Influence (Private Necessities)

Reference Group Applications in

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Reference Group Applications in

Marketing

Use ofcelebrities for product endorsements Use ofexperts for product endorsements

Use ofspokespersons for product

endorsements

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OPINION LEADERSHIP

Opinion leadership has been defined as theprocess by which one person, the opinion

leader, informally influences

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OPINION LEADERSHIP PROCESS

THE CONCEPT OF SOCIAL CLASS: ITS

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THE CONCEPT OF SOCIAL CLASS: ITS

NATURE AND MEANING

Social class refers to the social position that anindividual occupies in society

SOCIAL CLASS AND SOCIAL

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SOCIAL CLASS AND SOCIAL

STRATIFICATION

The significance of social stratification isthat there are differences in values and

attitudes of each of the classes. These

differences are reflected in their lifestylesand their purchasing patterns and

consumption characteristics and,

therefore, provide a basis on which to

segment the market

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SOCIAL CLASS CATEGORISATION

SOCIAL CLASS AND BUYING

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SOCIAL CLASS AND BUYING

BEHAVIOUR

People's buying behavior is stronglyinfluenced by the social class to which

they belong.Social class measures have

also been linked to demographic andgeographic data

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CONSUMER SOCIALISATION

Consumer socialization is the process bywhich young people acquire the skills,

knowledge and attitudes relevant to their

functioning as consumers FactorsInfluencing Consumer Socialization

1)The Background/Environmental Factors

2)The Socializing Agents

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INTERGENERTIONAL INFLUENCES

FAMILY ROLE STRUCTURE AND BUYING

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FAMILY ROLE STRUCTURE AND BUYING

BEHAVIOUR

The Instigator (Initiator): This is the personwho first suggests the idea of a product orservice and initiates the purchase process, tobegin with

The Influencer: This is someone whose opinionis valued in the decision-making process. Aninfluencer may be a friend, brother, sister,spouse, doctor

The Decider: This is the person who makes thefinal decision on what brand or make to buy,after all aspects such as price, quality, servicing,have been thought over.

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The Purchaser (Buyer): This is the individualwho actually purchases the product, pays for it,

takes it home or arranges for delivery

The Consumer: He is the user of the goods or

service.Family Decision Stages

Problem recognition

Search for information Evaluation of alternatives

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Final decision Purchase

THE DYNAMICS OF FAMILY

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THE DYNAMICS OF FAMILY

DECISION-MAKING Wife-dominant decisions: Wives have been found to

dominate decisions on food purchase, groceries,household furniture and appliances.

Husband-dominant decisions: Husbands have beenfound to dominate the decisions on purchases such as

automobiles and life insurance. Syncratic decisions (Joint decisions): These are

decisions in which husbands and wives share influence.Vacations, choice of schools for children, for example,are jointly decided.

Autonomic decisions (Unilateral decisions): Decisions oflesser importance that either the husband or wife makeindependently

The element of power within the family is

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The element of power within the family is

obtained from a variety of sources

Economic resources Cultural norms

Expert power

Legitimate power

Bargaining power

Bargaining power

Emotional power

Th f il Lif C l St

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The family Life Cycle Stages

The Bachelor Stage (Young and single)In the bachelor stage of the life cycle, income is

low, few financial burdens

The Newly Married Couples (Young, no

children) the requirements and resources

change. Household requirements increase. In

addition, in some cases, both partners may be

working. This stage therefore represents a highexpenditure period.

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Full Nest 1 (Young, married, with child) Thearrival of a child creates major changes. The

financial resources change.Child rearing and

educational responsibilities increase.

Full Nest 2 (Older, married, with children)The family's financial position starts to improve

because of career

Full Nest 3 (Older, married, with dependentchildren) Income is high. they represent

experienced buyers and less interested in new

product purchases. Expenditures continue to be

high

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Empty Nest (Older, married, with no childrenliving with them)

financial position stabilizes

Savings accumulate.

Hobbies become an important source ofsatisfaction.More is spent on luxury appliances

Solitary Survivor (Older, single, retired

people)more economical lifestyle

lower income due to retirement

C lt d b lt

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Culture and subculture

Culture is defined as:"a complex set of values, ideas, beliefs,

attitudes and other meaningful symbols,

created by human beings to shape human

behaviors and the artifacts of that behavioras they are transmitted from one generation

to another .

culture is divided into two components

1) internal mental culture

2) The external material culture

THE CHARACTERISTICS OF CULTURE

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THE CHARACTERISTICS OF CULTURE

Culture is invented Culture is a set of learned responses

Culture is shared

Culture is gratifying and persistent Culture is dynamic and adapts

Culture is an organized and integrated whole

Cultures are similar yet different Culture is prescriptive

CULTURAL VALUES

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CULTURAL VALUES

A cultural value can be defined as a widely heldbelief that endures over time

Two types of values

Instrumental values

Terminal values

SUBCULTURES AND THEIR INFLUENCE

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SUBCULTURES AND THEIR INFLUENCE

Subcultures can be defined as a distinctcultural group that exists within a layer,

complex society as an identifiable segment

in terms of its beliefs customs and values

Types of subcultures

Racial or nationality subcultures

Religious subcultures

Geographical and regional subcultures

Age subcultures

Block 4

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Block 4

The buying process

PROBLEM RECOGNITION

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PROBLEM RECOGNITION

INFORMATION SEARCH

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INFORMATION SEARCH

Is the search for informationTypes of information search

Types of Information Search

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Types of Information Search

Internal search External search

Sources of Information

Internet

Advertising

In-store promotion

Dealer information

package information Sales personnel

samples and demonstrations

INFORMATION PROCESSING

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INFORMATION PROCESSING

a series of activities by which stimuli aretransformed into information, stored and used

Information processing consists of two separate

terms: Information and Processing

Information is "all facts, estimates, predictions,

and generalized relationships which affect a

decision maker's perception of the nature and

extent of uncertainties associated with a givenconsumption problem or opportunity

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Processing Processing refers to the act(s) bywhich the stimulus is converted into response

THE INFLUENCING FACTORS

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THE INFLUENCING FACTORS

demographics of the consumers psychographic factors

information characteristics themselves

cultural environment

media characteristics

ALTERNATIVE EVALUATION IN BUYING

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DECISIONS

ALTERNATIVE EVALUATION : FOURCOMPONENTS

Product Attributes

Utility Function Importance Weights of Attributes

Brand Beliefs Based on Consumer

Perception

FORMATION OF BRAND SETS FOR

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ALTERNATIVE EVALUATION

THE CHOICE-MAKING RULES

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Consumers

Consumers make a variety of choices. These aremade on the basis of certain criteria known as

choice rules or heuristics.

The Benefits of Choice Heuristics

provide with guidance while making decisions;

offer a short cut to a decision;

allow them to integrate and arrange information

In consumer information processing help thembetter in facing complexities

The Use of Choice Rules

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The Use of Choice Rules

The most complicated buying decision behavior isknown as Extended Problem Solving (EPS). It is

seen mostly for high involvement products.

The second type is the Limited Problem Solving

(LPS). It is The most common and routineprocess is called Routine Response Behaviour

(RRB).

The last one is most evident in respect of low

involvement products.

The Choice Rules and the Multi-Attribute

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Choice Models

Multi-attribute choice models explain howconsumers combine their beliefs about productattributes to form their attitudes about variousbrand alternatives. These models assume thatthe brand which receives the best attitude will bechosen.

The Choice Rules and the Ideal Brand Model

This model prescribes that a consumer will

compare actual brands to his ideal brand. Thecloser an actual brand comes to this ideal, themore it will be preferred.

THE BASIC CHOICE HEURISTICS

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THE BASIC CHOICE HEURISTICS

THE MARKETING RESPONSE TO THE

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CHOICE HEURISTICS

Relying on a product signal Market beliefs as heuristics

Price as a heuristics

Brand name as a heuristic

PURCHASE PROCESS & POST-

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PURCHASE BEHAVIOUR

PURCHASE PROCESSConsumers make two types of purchases

Trial purchase and repeat purchases. `If aconsumer purchases or is induced to purchase

for the first time, a smaller quantity than usualthis is termed as a product trial.

Repeat purchase on the other hand, indicatescommitment on the part of the customer

towards the product, company and others. It isclosely related to concept of development ofbrand loyalty and signifies that the product hasmet with the consumers' expectations.

Determinants of Choice Process

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Determinants of Choice Process

STEPS TO BENEFIT FROM SITUATIONAL

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INFLUENCES Identify the relevance of each situational factor

on his buying process; Determine the impact of relevant situational

variables through appropriate research;

Consider appropriate segmentation andpositioning based on the findings;

Develop an appropriate marketing mix,incorporating the above;

Remember the general findings andhypothesized relationships between situationalvariables and purchase process.

AN ANATOMY OF NON-STORE BUYING

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AN ANATOMY OF NON-STORE BUYING

non-store buying is known as direct marktingTheDirect Mail Marketing Association (DMMA) has

defined Direct Marketing as follows:

"Direct (response) marketing is the total of

activities by which products and services areoffered to market segment in one or more media

for information purposes, or to solicit a direct

response from a present or prospective

customer or contributor by mail, telephone orother access."

ROUTES OF NON-STORE BUYING

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ROUTES OF NON-STORE BUYING

The in-home buyer Tele Marketing

Mail-order buying

Direct in-home sales

Interactive video selling

POST-PURCHASE BEHAVIOUR

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POST-PURCHASE BEHAVIOUR

Post purchase activities

Formation of Satisfaction/Dissatisfaction

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Formation of Satisfaction/Dissatisfaction

THEORIES OF POST-PURCHASE

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EVALUATION

Responses of a Dissatisfied Customer

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Responses of a Dissatisfied Customer

Block 5

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Block 5

MODELLING BUYER BEHAVIOUR

EARLY MODELS

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EARLY MODELS

ECONOMIC MODELSThe economic theory, which largely explains

behaviour on the basis of allocation of scarce

resources among unlimited needs and wants,

has given alternative views of the consumerfrom the view point of its sub-disciplines, i.e.

micro-economic and macro economics.

Micro economic models:The focus was on the

act of purchase in terms of what customer

bought and how much would be purchased

Macro economic perspective

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Macro economic perspective

Macro economics, focused on aggregate flowsin the economy, their direction and change overtime. Macro economic field are important for ourunderstanding of consumer behaviour. Theseare

the relative income hypothesis hypothesisHigher income families spend a lower portion oftheir disposable income as compared to thelower income families. thesis.

the permanent income hypothesis is thatindividuals are slow to change their consumptionpatterns even when there are sudden changesin their income.

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stimuli are inputs which are capable of arousing

drives or motives.

Cues is a sign or signal which acts as a

stimulus to a particular drive.

The way an individual reacts to the stimuli is

known as his response. If the response to a

given stimulus is "rewarding", it reinforces the

possibility of similar response

THE PSYCHOLOGICAL MODEL (THE

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PAVLOVIAN LEARNING MODEL) The learning model was first introduced by Ivan

Pavlov.The model suggests that humanbehaviour is based on some central concepts -the drives, stimuli, cues, responses andreinforcements which determine the human

needs and needs satisfying behavioura drive isa strong internal stimulus which compels action.

stimuli are inputs which are capable of arousing drivesor motives.

The way a person responds to a given stimulus woulddepend upon the Configuration of cues. Cues is a signor signal which acts as a stimulus to a particular drive.

The way an individual reacts to the stimuli is known as

his response.

THE GESTALT MODEL

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THE GESTALT MODEL

Empahsis on man and his environment. individuals perceive and interpret the

stimuli in relation to their own individual

experiences. the gestalt theory dealt specifically with

the physical perception of stimuli

THE PSYCHOANALYTIC MODEL

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THE PSYCHOANALYTIC MODEL

Sigmund Freud is the founder of thismodel.

Pioneered the procedure of observation

and analysis to understand the personalitycomplexities

THE COGNITIVE DISSONANCE

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COG SSO C

Leon Festinger, the propounder of the theoryhypothesised that:

The existence of dissonance (a state of

imbalance in the cognitive structure) is

psychologically uncomfortable and will lead theperson to reduce dissonance and achieve

consonance (i.e. balance)

Whenever dissonance exists, the person willtry to avoid situations and information which

add to dissonance.

SOCIOLOGICAL MODEL

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This model is given by thorsteine veblen He suggested that man's needs and behaviour

are dependent upon and shaped by the social

groups and forces.

HOWARDSHETH MODEL

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TYPES OF PROBLEM SOLVING

BEHAVIOUR

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BEHAVIOUR

1) Extensive problem solving behaviourrepetitive decision making where the buyer has

not yet developed strongly predispositions

2) Limited problem solving behaviour

where because of learned experience about the

brands, the choice criteria have a clear

definition and organization, but the buyer is still

undecided about the actual choice among thealternatives.

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3) Routinised response behaviourThe buyer on account of the learned

experience has now well defined

evaluative criteria and strong

predisposition towards one particular

brand

THE EVALUATIVE CRITERIA

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The evaluative criteria are the consumer'sreference scale on which he judges the

brands as alternative choices

CLASSIFICATION OF CURRENT

MODELLING EFFORTS

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MODELLING EFFORTS

Modelling ObjectivesDescription of buying behaviour

Describing the consumer processes

Predictability and Control of Consumerbehaviour

Support of Basic Disciplines

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pp p

Decision Sciences Anthropology

Systems Dynamics and Simulation

Support of Analytic Techniques

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pp y q

stepwise regression analysis,correspondence analysis are very often

used for identifying the salient variables

and their relationships out of the observed

data.

Factor analysis and multidimensional

scaling techniques are used for reducing

data. Conjoint analysis has come as a

handy tool for such purposes.

SOME RECENT MODELS

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a) Nicosia's Model of Consumer Decision

Process

This model elaborates the decision making

steps that the consumers adopt before buying

goods or services.

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BETTMAN'S INFORMATION PROCESSING MODEL

OF CONSUMER CHOICE

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OF CONSUMER CHOICEThe main components of the model are the

following

Processing Capacity

Motivation

Attention and perceptual encoding

Information acquisition and evaluation

Memory

Decision process

Consumption and learning processes

Scanner and interrupt mechanisms

EVALUATION OF CONSUMER

BEHAVIOUR MODELS

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BEHAVIOUR MODELS

i) External validityii) Internal validity

iii) Robustness

iv) Generalisability

v) Descriptive ability

vi) Predictability

vii) Simplicity

viii) Comprehensiveness

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