why people buy: consumer behavior. consumer behavior the process individuals and groups go through...
TRANSCRIPT
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Why People Buy: Consumer Behavior
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Consumer Behavior
• The process individuals and groups go through to select, purchase, or use goods, services, ideas, or experiences
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The Consumer Decision Process
Problem Recognition
Information Search
Alternative Evaluation
Product Choice
Post purchase Evaluation
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Problem Recognition
• Occurs whenever a consumer recognizes a difference between the current state and the ideal or desired state
• Internal cues - consumers recognize state of discomfort
• External cues - marketers may stimulate consumers to recognize problem
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Information Search
• Consumer checks memory and surveys environment to identify what options are available
• Sources might include personal experience and knowledge, friends, advertising, web sites, and magazines.
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Evaluation of Alternatives
• Identify consideration set
• Narrow list and compare pros and cons
• Use evaluative criteria to decide among remaining choices
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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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Post purchase Evaluation
• How good a choice was it?
• Customer satisfaction/dissatisfaction – “buyer’s remorse”
• Ultimately affects future decisions and word of mouth communication
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Consumer Decision Making Influences
Internal Influences:PerceptionMotivationLearningAttitudes
PersonalityAge groups
Lifestyle
Situational Influences:Physical Environment
Time
Social Influences:Culture, Social classGroup memberships
DecisionProcess
PURCHASE
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Internal Influences
• Perception
• Motivation
• Learning
• Attitudes
• Personality
• Age
• Lifestyle
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Perception
• Process by which people select, organize, and interpret information– Exposure: stimulus must be within sensory
receptors to be noticed– Perceptual Selection: consumers will pay
attention to some stimuli and not to others– Interpretation: consumers assign meaning to
stimuli
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Motivation
• 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
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Maslow’s Hierarchy of Needs
Self-Actualization
Ego Needs
Belongingness
Safety
Physiological
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Learning• A change in behavior caused by
information or experience• Behavior learning theories assume learning
takes place as the result of connections formed between events
• Cognitive learning occurs when consumers make a connection between ideas or by observing things in their environment
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Attitudes
• A lasting evaluation of a person, object, or issue
• 3 components of attitudes– affect– cognition– behavior
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Personality
• The set of unique psychological characteristics that consistently influences the way a person responds to situations in the environment– Innovativeness– Self-confidence– Sociability
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Family Life Cycle
• Related to age groups, our purchases also depend on our current position in the family life cycle– stages through which family members pass as
they grow older
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Lifestyles
• Pattern of living that determines how people choose to spend their time, money, energy and reflects their values, tastes, and preferences
• Expressed through preferences for sports activities, music interests, and political opinions
• Psychographics is the segmentation tool used to group consumers according to AIOs
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SRI’s VALS Descriptions
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Situational Influences
• Physical Environment– arousal– pleasure
• Time– time poverty
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Social Influences
• Culture and Subcultures
• Social Class
• Group Behavior and Reference Groups
• Opinion Leaders
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Cultures and Subcultures
• Culture is the values, beliefs, customs, and tastes produced and 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
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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, and leisure activities. They may share political and religious beliefs.
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Reference Groups
• 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– Sex roles are society’s expectations regarding
appropriate attitudes, behaviors, and appearances for men and women
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Opinion Leaders
• A person who influences others’ attitudes or behaviors because they are perceived as possessing expertise about the product