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Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 1
MKTG
Designed byAmy McGuire, B-books, Ltd.
Prepared byDeborah Baker, Texas Christian University
Lamb, Hair, McDaniel 2008-2009
5CHAPTERConsumer Decision Making
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 2
Learning Outcomes
Explain why marketing managers should understand consumer behavior
Analyze the components of the consumer decision-making process
Explain the consumer’s postpurchase evaluation process
LO1
LO2
LO3
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 3
Learning Outcomes
Identify the types of consumer buying decisions and discuss the significance of consumer involvement
Identify and understand the cultural factors that affect consumer buying decisions
Identify and understand the social factors that affect consumer buying decisions
LO4
LO5
LO6
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 4
Learning Outcomes
Identify and understand the individual factors that affect consumer buying decisions
Identify and understand the psychological factors that affect consumer buying decisions
LO7
LO8
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 5
Explain why marketing managers should understand consumer behavior
The Importance of UnderstandingThe Importance of UnderstandingConsumer BehaviorConsumer Behavior
LO1
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 6
LO1
Consumer Behavior
ConsumerBehavior
ConsumerBehavior
Processes a consumer uses to
make purchase decisions, as
well as to use and dispose of
purchased goods or services;
also includes factors that
influence purchase decisions
and the product use.
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 7
REVIEW LEARNING OUTCOMELO1
Understanding Consumer Behavior
Consumer behavior
Consumer behavior
consumers make purchase decisionsconsumers make
purchase decisions
consumers use anddispose of product
consumers use anddispose of product
= HOW
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 8
Analyze the components
of the consumer decision-making
process
The Consumer The Consumer Decision-Making ProcessDecision-Making Process
LO2
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 9
Consumer Decision-Making Process
LO2
A five-step process used
by consumers when
buying goods or services.
ConsumerDecision-Making
Process
ConsumerDecision-Making
Process
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 10
Consumer Decision-Making Process
LO2 Postpurchase Behavior
Postpurchase Behavior
PurchasePurchase
Evaluation of Alternatives
Evaluation of Alternatives
Information SearchInformation Search
Need RecognitionNeed Recognition
Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological
Factors Factors affect affect
all stepsall steps
Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological
Factors Factors affect affect
all stepsall steps
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 11
Need Recognition
LO2
Result of an imbalance between
actual and desired states.
NeedRecognition
NeedRecognition
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 12
Need Recognition
LO2
Marketing helps consumers recognize an imbalance between
present status and preferred state.
Present Status
Present Status
Preferred State
Preferred State
InternalStimuli
External
Stimuli
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 13
Stimulus
LO2
Any unit of input affecting
one or more of the five senses:sightsmelltastetouchhearing
StimulusStimulus
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 14
LO2
Recognition of Unfulfilled Wants
When a current product isn’t performing properly
When the consumer is running out of a product
When another product seems superior to the one currently used
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 15
LO2
Information Search
Internal Information Search
Recall information in memory
External Information search
Seek information in outside environment Nonmarketing controlled Marketing controlled
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 16
LO2
External Information Searches
Need MoreNeed More Information Information
More Risk Less knowledge
Less product experienceHigh level of interestLack of confidence
Less Risk More knowledge
More product experienceLow level of interest
Confidence in decision
Need LessNeed Less Information Information
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 17
LO2
Evoked Set
Group of brands, resulting from
an information search, from
which a buyer can choose
Evoked SetEvoked Set
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 18
LO2
Evaluation of Alternativesand Purchase
Evoked SetEvoked Set
Purchase!Purchase!
Analyze product attributes
Analyze product attributes
Rank attributes byimportance
Rank attributes byimportance
Use cutoff criteriaUse cutoff criteria
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 19
LO2
Purchase
To buy To buy or not to buy...or not to buy...
Determines which attributes Determines which attributes are most important are most important
in influencing a in influencing a consumer’s choiceconsumer’s choice
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 20
REVIEW LEARNING OUTCOMELO2
Consumer Decision-Making Process
CU
LT
UR
AL SO
CIA
L
PSYCHOLOGICAL
INDIVIDUAL
Need Recognition
1 InformationSearch
2 EvaluateAlternatives
3 Purchase 4
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 21
Cognitive DissonanceLO3
CognitiveDissonance
CognitiveDissonance
Inner tension that a
consumer experiences after
recognizing an
inconsistency between
behavior and values or
opinions.
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 22
Postpurchase BehaviorLO3
Consumers can reduce dissonance by: Seeking information that reinforces positive
ideas about the purchase
Avoiding information that contradicts the purchase decision
Revoking the original decision by returning the product
Marketing can minimize through:Effective Communication
Follow-upGuaranteesWarranties
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 23
Identify the types of consumer buying
decisions and discuss the significance a of
consumer involvement
Consumer Buying Decisions and Consumer Buying Decisions and Consumer InvolvementConsumer Involvement
LO3
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 24
LO3
Consumer Buying Decisions and Consumer Involvement
More Involvement
LessInvolvement
RoutineResponseBehavior
RoutineResponseBehavior
LimitedDecisionMaking
LimitedDecisionMaking
ExtensiveDecisionMaking
ExtensiveDecisionMaking
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 25
LO3
Five Factors Influencing Decisions
1. Level of consumer involvement1. Level of consumer involvement
2. Length of time to make decision2. Length of time to make decision
3. Cost of good or service3. Cost of good or service
4. Degree of information search4. Degree of information search
5. Number of alternatives considered5. Number of alternatives considered
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 26
LO3
Continuum of Consumer Buying Decisions
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 27
LO3
Routine Response Behavior
Little involvement in selection process
Frequently purchased low cost goods
May stick with one brand
Buy first/evaluate later
Quick decision
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 28
LO3
Limited Decision Making
Low levels of involvement
Low to moderate cost goods
Evaluation of a few alternative brands
Short to moderate time to decide
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 29
LO3
Extensive Decision Making
High levels of involvement
High cost goods
Evaluation of many brands
Long time to decide
May experience cognitive dissonance
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 30
LO3
Factors Determining the Level of Consumer Involvement
SituationSituation
Social VisibilitySocial Visibility
InterestInterest
Perceived Risk of Negative Consequences
Perceived Risk of Negative Consequences
Previous ExperiencePrevious Experience
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 31
LO3
Marketing Implications of Involvement
High-involvement purchases require:High-involvement purchases require:
Extensive and informative promotion to target market
Extensive and informative promotion to target market
Low-involvement purchases require:Low-involvement
purchases require:
In-store promotion, eye-catching package design, and good displays.Coupons, cents-off,2-for-1 offers
In-store promotion, eye-catching package design, and good displays.Coupons, cents-off,2-for-1 offers
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 32
REVIEW LEARNING OUTCOMELO3
Consumer Buying Decisions and Consumer Involvement
RoutineRoutine
LimitedLimited
ExtensiveExtensive
Previous experience Interest Perceived risk of negative consequences Situation Social visibility
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 33
Identify and understand the
cultural factors that affect consumer buying decisions
Cultural Influences on Cultural Influences on Consumer Buying DecisionsConsumer Buying DecisionsLO4
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 34
Factors Influencing Buying DecisionsLO
4
Social Factors
Individual Factors
Psycho-logical Factors
Cultural Factors CONSUMER
DECISION-MAKING
PROCESS
BUY / DON’T BUY
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 35
CultureLO4
CultureCulture
Set of values, norms, attitudes,
and other meaningful symbols
that shape human behavior and
the artifacts, or products, of that
behavior as they are transmitted
from one generation to the next.
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 36
Components of CultureLO4
MythsMyths
LanguageLanguage
ValuesValues
CustomsCustoms
RitualsRituals
LawsLaws
Material artifactsMaterial artifacts
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 37
Culture is. . . LO4
LearnedLearned
FunctionalFunctional
PervasivePervasive
DynamicDynamic
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 38
ValueLO4
ValueValueEnduring belief that a specific
mode of conduct is personally
or socially preferable to another
mode of conduct.
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 39
Core American ValuesLO4
SuccessSuccess
MaterialismMaterialism
FreedomFreedom
ProgressProgress
YouthYouth
CapitalismCapitalismhttp://www.thesource.com
Online
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 40
SubcultureLO4
http://www.dead.net
Online
Subculture A homogeneous group
of people who share elements of
the overall culture as well as
unique elements of their own
group.
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 41
Social ClassLO4
Social ClassSocial Class
A group of people in a society who
are considered nearly equal in
status or community esteem, who
regularly socialize among
themselves both formally and
informally, and who share
behavioral norms.
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 42
Social Class MeasurementsLO4
WealthWealth
Other VariablesOther Variables
IncomeIncome
EducationEducation
OccupationOccupation
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 43
Social Class and EducationLO4
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 44
The Impact of Social Class on MarketingLO4
Indicates which medium to use for advertising
Helps determine the best distribution for products
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 45
REVIEW LEARNING OUTCOMELO4
Cultural Factors
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 46
Identify and understand the
social factors that affect consumer buying decisions
Social Influences on Social Influences on Consumer Buying Decisions Consumer Buying DecisionsLO5
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 47
Social Influences LO5
Reference Groups
Reference Groups
Opinion LeadersOpinion Leaders
Family MembersFamily
Members
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 48
Reference GroupLO5
A group in society that
influences an individual’s
purchasing behavior.
Reference GroupReference Group
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 49
LO5B
eyond
the
Book
Reference Groups
Supplemental content – not in book
Reference Groups
Direct
Indirect
Primary
Secondary
Aspirational
Nonaspirational
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 50
Influences of Reference GroupsLO5
They serve as information sources and influence perceptions.
They affect an individual’s aspiration levels.
Their norms either constrain or stimulate consumer behavior.
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 51
Opinion Leaders LO5
An individual who influences
the opinion of others.
Opinion LeadersOpinion Leaders
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 52
Opinion Leaders LO5
Teenagers
Movie stars
Sports figures
Celebrities
Marketers are looking to Web logs, or blogs, to find opinion leaders
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 53
LO5B
eyond
the
Book
Reference Group
SOURCE: Beth Snyder Bulik, “Apple, Target, Facebook Tops for College Students,” Advertising Age, 10/04/07
Today’s college students make up one of this country’s most influential consumer groups, even though demographically it is one of the smallest. Here’s what a recent survey revealed about this reference group’s preferences:
Brand – Apple Product(s) – iPod / iPhone Store – TargetOnline community – FacebookLove/hate – Geico’s geckoDown time – watch TV / surf the Web
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 54
FamilyLO5
Initiators
Influencers
Decision Makers
Purchasers
Consumers
Purchase Process Roles in the Family
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 55
Relationships among Purchasers and Consumers in the Family
LO5
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 56
REVIEW LEARNING OUTCOMELO6
Social Factors
OpinionLeaders
People You Know
Socialization Process
Family
Celebrities
Initiators Decision Makers Consumers
Influencers Purchasers
Reference Groups
Information sourcesAffect aspiration
levels
Constrain or stimulate
consumer behavior
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 57
Identify and understand the
individual factors that affect
consumer buying decisions
Individual Influences onIndividual Influences onConsumer Buying DecisionsConsumer Buying DecisionsLO6
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 58
Individual Influences
LO6
GenderGender Age Life Cycle
Age Life Cycle
PersonalitySelf-Concept
Lifestyle
PersonalitySelf-Concept
Lifestyle
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 59
Identify and understand the psychological
factors that affect consumer buying
decisions
Psychological Influences onPsychological Influences onConsumer Buying DecisionsConsumer Buying DecisionsLO7
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 60
Psychological Influences
LO7
PerceptionPerception
MotivationMotivation
LearningLearning
Beliefs & AttitudesBeliefs & Attitudes
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 61
Perception
LO7
Process by which people select,
organize, and interpret stimuli into
a meaningful and coherent picture.
PerceptionPerception
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 62
Perception
LO7
SelectiveSelectiveExposureExposureSelectiveSelectiveExposureExposure
SelectiveSelectiveDistortionDistortionSelectiveSelectiveDistortionDistortion
SelectiveSelectiveRetentionRetention SelectiveSelectiveRetentionRetention
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 63
Perception
LO7
Selective ExposureSelective Exposure
SelectiveDistortionSelectiveDistortion
Selective RetentionSelective Retention
Consumer notices certain stimuli and ignores others
Consumer notices certain stimuli and ignores others
Consumer changes or distorts information that conflicts
with feelings or beliefs
Consumer changes or distorts information that conflicts
with feelings or beliefs
Consumer remembers only that information that
supports personal beliefs
Consumer remembers only that information that
supports personal beliefs
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 64
Marketing Implications of Perception
LO7
Important attributes Price Brand names Quality and reliability Threshold level of perception Product or repositioning changes Foreign consumer perception
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 65
LO4B
eyond
the
Book
Marketing Implications of Perception
Is Subliminal Perception Real?
Eat Popcorn
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 66
Motivation
LO7
A method of classifying human
needs and motivations into five
categories in ascending order
of importance.
Maslow’s Hierarchyof Needs
Maslow’s Hierarchyof Needs
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 67
Maslow’s Hierarchy of Needs
LO7
Exhibit 5.5Maslow’s Hierarchy of Needs
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 68
Types of Learning
LO7
ExperientialExperiential
ConceptualConceptual
An experience changes behavior
An experience changes behavior
Not learned through direct experience
Not learned through direct experience
http://www.cspinet.org
Online
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 69
Beliefs and Attitudes
LO7
BeliefBelief
AttitudeAttitude
An organized pattern of
knowledge that an individual
holds as true about his or her
world.
A learned tendency to
respond consistently toward a
given object.
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 70
Changing Attitudes
LO7
Change beliefs about the brand’s attributes
Change the relative importance of these beliefs
Add new beliefs
Chapter 5 Copyright ©2009 Cengage Learning Inc. All rights reserved 72
REVIEW LEARNING OUTCOMELO7
Psychological Factors
Learning Experiential Conceptual
Selective ExposurePerception
Selective Retention Selective Exposure
NeedsMotivation
Psychological EsteemSafety Social Esteem
Beliefs &Attitudes
ChangingBeliefs about
Attributes
ChangingImportance of
Beliefs
AddingNew Beliefs
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