sm 809046-2015-handout
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SM 80.9046 Consumer Behaviour 1
SM 80.9046: Consumer Behaviour
Assoc. Prof. Dr. Kritsadarat
attanasu!an
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SM 80.9046 Consumer Behaviour "
What is ConsumerBehaviour?
Individuals or groups
a!uiring" using" and disposing o# produts" servies" ideas or e$perienes.
%lso inludes a!uisitionand use o# in#ormation.
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SM 80.9046 Consumer Behaviour #
Consumer Behaviour:&W'(
What a
mar)eter needto )no* a+outhis,her onsum
ers. Is this enough?
Who What
Wh- When
Where (o*
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SM 80.9046 Consumer Behaviour 4
Consumption/atterns o# Movement
Acquisition
Disposal
Consumption
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SM 80.9046 Consumer Behaviour $
he omain o# ConsumerBehaviour
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SM 80.9046 Consumer Behaviour 6
he Cirle o# Consumption
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he 1ull Cirle inImportant
Something ma- +e
purhased as a momento" +ut end up as a olleti+le *hih is then sold #or pro2t.
he lin)s +et*een all thephases are important.
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Consumer Behaviour3 Mar)eting
nderstanding Consumer
Behaviour is the o# Mar)eting STP as a Starting /oint o# the
5alue eliver- /roess in Mar)eting
Consumer as the o# the 4 /s
4 /s and 4 Cs
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ConsumerInsights
MarketingStrategy
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ou Can’t /ut
Consumers in a Bo$7no*ing stereot-pes
might not +e suient /eople are not ating their
age /eople are not ating their
lass /eople are not ating theirSM 80.9046 10Consumer Behaviour
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Consumer Behaviour is
Marketing
strategy
Consumer
Behaviour
Personal
Characteristics
Product
Characteristics
Consumption
Situation
Product—Person—Situation Specific!
ll d l # C
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verall Model o# ConsumerBehaviour
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
S!"#A"!$NS
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluation
and Selection
$utlet Selection
and Purchases
Postpurchase
Processes
S!"#A"!$NS
S$C!$(C#)"#&A)!N*)#ENCESCulture
Su%culture
emographics
Social Status
&e'erence +roups
*amily
Marketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earningMemory
Motives
Personality
Emotions
Attitudes
SE)*(C$NCEP"
and
)!*ES",)E
Adapted 'rom “Consumer Behavior: Building Marketing Strategy” byHawkins, Best and Coney
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%nd.
his ourse shall
also em+rae somene* vie*s and alte
rnative theories.
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SM 80.9046 Consumer Behaviour 14
;ast <eminders:
nderstanding Consumer
Behaviour is the o# Mar)eting
Mastering Consumer Behaviour isthe to Mar)eting Suess
Consumer Behaviour is . %n =ndeavour toConsumer
Behaviour is Best through an %ttempt to <e>et on ur *n Behavi
our.
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SM 80.9046 Consumer Behaviour 1$
Session : ;etureutline
Consumers %s Individual
/ereption
ll M d l # C
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SM 80.9046 Consumer Behaviour 16
verall Model o# ConsumerBehaviour
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
S!"#A"!$NS
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluation
and Selection
$utlet Selection
and Purchases
Postpurchase
Processes
S!"#A"!$NS
S$C!$(C#)"#&A) !N*)#ENCES
Culture
Su%culture
emographics
Social Status
&e'erence +roups
*amilyMarketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earningMemory
Motives
Personality
Emotions
Attitudes
SE)*(C$NCEP"
and
)!*ES",)E
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SM 80.9046 Consumer Behaviour 1%
/ereption
he proess +- *hih an
individual selets"organises" and interprets stimuli into a meaning#ul and oherent pitureo# the *orld.
/ereption vs.Sensation
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SM 80.9046 Consumer Behaviour 18
Sensation <e#ers to the immediate response o# our
sensor- reeptors @e-es" ears" nose" mouth" s)inA to suh +asi stimuli as light" olor"and sound.
/ereption seleted" organised" and interpreted. /eople proess a small amount o#
in#ormation @stimuliA. %n even small amount is attended to and
given meaning.
erep on vs.Sensation
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SM 80.9046 Consumer Behaviour 19
/ereption
he proess +- *hih an
individual selets"organises" and interprets stimuli into a meaning#ul and oherent pitureo# the *orld.
/ereption vs.Sensation
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SM 80.9046 Consumer Behaviour "0
Sensation <e#ers to the immediate response o# our
sensor- reeptors @e-es" ears" nose" mouth" s)inA to suh +asi stimuli as light" olor"and sound.
/ereption seleted" organised" and interpreted. /eople proess a small amount o#
in#ormation @stimuliA. %n even small amount is attended to and
given meaning.
erep on vs.Sensation
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V i s i o n V i s i o n
S m e l l S m e l l
S o u n d S o u n d
T o u c h T o u c h
T a s t e T a s t e
Sensory
System
N o s e N o s e
S k i n S k i n
SM 80.9046 "1Consumer Behaviour
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ExposureExposure AttentionAttention InterpretationInterpretation
ResponseResponse
PerceptionPerception
S T I M U L
I o r S E N S O R Y I N P U T S
SensationSensation
M e a n i n g
M e
a n i n g
/ereption /roess
SM 80.9046 ""Consumer Behaviour
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#or Consumer eision
Ma)ing
#or Consumer eision
Ma)ing ExposureRandom Deliberate
AttentionLow- Hih-
in!ol!ement in!ol!ement
"nterpretationLow- Hih-
in!ol!ement in!ol!ement
Short-term #emor$ Lon-term
Acti!e problem Stored experiences%sol!in !alues% decisions%
rules% &eelins
'urchase and (onsumption Decisions
' e r c
e p t i o n
SM 80.9046 "#Consumer Behaviour
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SM 80.9046 Consumer Behaviour "4
=$posure
%%%%%%
%%%%
egree to*hih people
notie a stimulus that is *ithin range o# thei
r sensor- reeptors.
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SM 80.9046 Consumer Behaviour "$
%ttention
<e#ers to the
e$tent to*hihproessing a
tivit- is devoted to a partiular stimulus.
Consumerso#ten suerSensor-
verload" e$posure to #ar more in#ormation thanthe- are apa+le
o# or *illing to proess.
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SM 80.9046 Consumer Behaviour "6
<e#ers tothemeaning
that *eassign to sensor- stimul
i.
Consumers assign
meaning to stimuli +ased on Shema" or set o# +elie#s" to *hihthe stimuli is assigned. he shema *ill de
termine *hat riteria*ill +e used to evaluate the mar)eting mi$and ativities.
Interpretation
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SM 80.9046 Consumer Behaviour "%
=lements o# /ereption
Sensation
he a+solute hreshold he dierential hreshold Su+liminal /ereption
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SM 80.9046 Consumer Behaviour "8
Absolute Threshold refers to the minimum
(maximum?) amount of
stimulation that can be
detected on a sensorychannel.
Absolute Threshold
refers to the minimum
(maximum?) amount of
stimulation that can be
detected on a sensorychannel.
Differential Threshold
refers to the ability of a
sensory system to detect
changes or differences
between two stimuli.
• Just Noticeable
Difference (j.n.d.)
• eber ’ s !aw
Differential Threshold
refers to the ability of a
sensory system to detectchanges or differences
between two stimuli.
• Just Noticeable
Difference (j.n.d.)
• eber ’ s !aw
Range of Intensity of a Stimulus That
Consumers are Capable of Perceiving:
Sensor- hreshold:
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SM 80.9046 Consumer Behaviour "9
We+er’s ;a*
A theory concerning the perceived
di''erentiation %et/een similar stimuli o' varying intensities 0i1e12 the st
ronger the initial stimulus2 the grea
ter the additional intensity needed '
or the second stimulus to %e perceiv
ed as di''erent31
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SM 80.9046 Consumer Behaviour #0
Su+liminal /ereption
Perception o' very /eak or
rapid stimuli received %elo/ t
he level o' conscious a/arene
ss1
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SM 80.9046 Consumer Behaviour #1
Conepts ConerningSeletive /ereption
Seletive =$posure Seletive %ttention /ereptual e#ense /ereptual Blo)ing
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SM 80.9046 Consumer Behaviour #"
Seletive /ereption
Consumers: Conentrate on some
stimuli"
%re una*are o# others"
=ven go out o# their *a-to ignore some messages.
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eterminants o#/ereption
eterminants o#/ereption
!ndividual
Characteristics
PerceptionStimulus
Characteristics
Situational
Characteristics
SM 80.9046 ##Consumer Behaviour
Stimulus
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StimulusCharateristis
Sie Intensit- Colour Movement /osition Isolation
1ormat Contrast Duantit- Eovelt-
%daptation ;evelheor-ver time" *e adFust to
the level and t-pe o# stimuli to *hih *e are austomed. hus" an advertisement that stands out *he
n ne* *ill eventuall- loseits ontrast eet and itsa+ilit- to apture or hold attention.
SM 80.9046 #4Consumer Behaviour
I di id l
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SM 80.9046 Consumer Behaviour #$
IndividualCharateristis
Interest 3 Involvement %+ilit- to %ttend to In#ormation %ttitudes to*ard Stimuli =$periene ;earning 3
=$petations /ereptual 5igilane /ereptual e#ense %daptation
Situational
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SM 80.9046 Consumer Behaviour #6
SituationalCharateristis
Conte$t o# the Situation ime /ressure Cro*ded Spae Situational Involvement
et.
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SM 80.9046 Consumer Behaviour #%
istorting In>uenes
/h-sial %ppearanes
Stereot-pes Irrelevant Cues 1irst Impressions
Gumping to Conlusions (alo =et
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SM 80.9046 Consumer Behaviour #8
/ereption 3Mar)eting Strateg-
(o* an *e appl- our)no*ledge o#pereption in our mar)eting strateg-?
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SM 80.9046 Consumer Behaviour #9
/ereption and /rodut
/ereptual Mapping 3 /ositioning
Stimuli Cues 3 /rodutCharateristis
Brand Eame and ;ogo
evelopment /a)age 3 ;a+el esign et.
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SM 80.9046 Consumer Behaviour 40
/ereption and /rie
/rie 3 Dualit- Competitive /rie /rie Changes /rie <e#erene
et. Was B199
Now B99!
Sale!
2 0 % t o
7 0 % O f
f !
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SM 80.9046 Consumer Behaviour 41
/ereption and /lae
Channel 3 utlet Seletion /ointHo#Hpurhase ispla- Store ;a-out 3 Interior
esign
Shel# /osition InHstore /romotion et.
/ereption and
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SM 80.9046 Consumer Behaviour 4"
/ereption and/romotion
%dvertising esign Media
Creative Sales /romotion Campaign /< Campaign
Salespeople Charateristis ni#orm
et.
i
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SM 80.9046 Consumer Behaviour 4#
Session : ;etureutline
Consumers %s Individual
;earning Memor-
verall Model o# Consumer
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SM 80.9046 Consumer Behaviour 44
verall Model o# ConsumerBehaviour
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
S!"#A"!$NS
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluation
and Selection
$utlet Selection
and Purchases
Postpurchase
Processes
S!"#A"!$NS
S$C!$(C#)"#&A)!N*)#ENCES
Culture
Su%culture
emographics
Social Status
&e'erence +roups
*amilyMarketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earningMemory
Motives
Personality
Emotions
Attitudes
SE)*(C$NCEP"
and
)!*ES",)E
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;earning Is a 7e- toConsumer Behaviour
;earning Is a 7e- toConsumer BehaviourCulture
Su%cultures
Social class
*amily
*riends
!nstitutions
Personalexperiences
Advertising
Mass media
)earning
4alues
Attitudes
"astes
Pre'erences
Skills
*eelings
Products5%rand
'eatures
Sym%olic meanings
%ehaviours
Purchase
and #se
Behaviour
SM 80.9046 4$Consumer Behaviour
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SM 80.9046 Consumer Behaviour 46
;earning: e2nition
A process %y /hich individualsacquire the purchase and consum
ption kno/ledge and experience t
hat they apply to 'uture related %ehaviour1
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StimulusStimulus ( o n s u m e r ( o n s u m e r
ResponseResponse
Consumer’s Black Box
Consumer ;earning
SM 80.9046 4%Consumer Behaviour
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SM 80.9046 Consumer Behaviour 48
*o %pproahes tonderstand ;earning
Behavioural theories
emphasise response to e$ternal events @onditionsA Cognitive theories
emphasise in#ormation proessing not either / or" +ut
omplimentar-
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SM 80.9046 Consumer Behaviour 49
Behavioural ;earning
heories Classial Conditioning
onditioned stimulus evo)es
response
Instrumental @perantAConditioning responses that are re*arded
are repeated
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SM 80.9046 Consumer Behaviour $0
Classial Conditioning
A %ehavioural learning theory
according to /hich a stimulus ispaired /ith another stimulus that
elicits a kno/n response that serv
es to produce the same response/hen used alone1
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Classial Conditioning
Shemati /resentation o#Classial Conditioning
(onditionedStimulus )(S*
+nconditioned
Stimulus )+S*
+nconditioned
Response )+R*
Elicits
C o m e s t o E l i c i t
SM 80.9046 $1Consumer Behaviour
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An Analoous #odel o&
(lassical (onditionin
#nconditioned Stimulus
Dinner aroma
Conditioned Stimulus
6 O’clock news
#nconditioned &esponse
Salivation
Conditioned Stimulus
6 O’clock news
Conditioned &esponse
Salivation
A*"E& &EPEA"E PA!&!N+S
SM 80.9046 $"Consumer Behaviour
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SM 80.9046 Consumer Behaviour $#
Consumer ;earning throughClassial Conditioning
Consumer ;earning throughClassial Conditioning
CS0Soda Pop3
#C&
0Positive Emotion3
#CS
0Popular Music3
C& 0Positive Emotion3
I t t l
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SM 80.9046 Consumer Behaviour $4
Instrumental@perantA Conditioning
A %ehavioural theory o' learning%ased on a trial(and(error process2/ith ha%its 'orced as the result o' positive experiences 0rein'orcement3 resulting 'rom certain responses or%ehaviours1
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SM 80.9046 Consumer Behaviour $$
<ein#orement
A positive or negative outcome
that in'luences the likelihood that a speci'ic %ehaviour /ill %e repeated in the 'uture in response
to a particular cue or stimulus1
; i / i i l
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SM 80.9046 Consumer Behaviour $6
;earning /riniples:Instrumental Conditioning
/ositive <ein#orement %n induement to repeat a
+ehaviour to reeive a re*ard. Eegative <ein#orement
%n induement to repeat a+ehaviour to remove an adverse s
ituation. /unishment
%n aversive onse!uene thatdereases the li)elihood a partiu
lar response *ill reur.
A # d l &
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SM 80.9046 Consumer Behaviour $%
A #odel o&
"nstrumental (onditionin
Stimulus
Situation 0Need good(
looking 6eans3
"ry
Brand
"ry
Brand C
"ry
Brand B
"ry
Brand A#nre/arded
Legs too tight
#nre/arded
Tight in seat
#nre/arded
Baggy in seat
&e/ard
Perfect fit
&epeat %ehaviour
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SM 80.9046 Consumer Behaviour $8
Consumer ;earning +-Instrumental Conditioning
Consumer ;earning +-Instrumental Conditioning
!ncreases pro%a%ility
o' response to stimulus
Stimulus
0ove Sample3
esired response
0Consumption3
&ein'orcement
0So'ter Skin3
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SM 80.9046 Consumer Behaviour $9
he /roess o# Shaping in/urhase Behaviour
he /roess o# Shaping in/urhase Behaviour
Consume a 'ree sample o' 7ove8 that /as
distri%uted in 'ront o' the university
Purchase a second package using the
discount coupon that accompanied the 'ree
sample
&epurchase the product at 'ull price
Cognitive ;earning
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SM 80.9046 Consumer Behaviour 60
Cognitive ;earningheor-
A theory o' learning %ased on
mental in'ormationprocessing2 o'ten in response
to pro%lem solving1
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SM 80.9046 Consumer Behaviour 61
Cognitive ;earning
storage" organisation" andretrieval o# in#ormation
longHterm memor- andassoiative net*or)s
)no*ledge retrieval #amiliarit-" relevane" #orm o#
in#ormation" and repetition inrease a+ilit- to retrieve
Cognitive ;earning
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SM 80.9046 Consumer Behaviour 6"
Cognitive ;earningheories
Ioni <ote
5iarious or Modelling <easoning or %nalog-
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Ioni <ote ;earning
SM 80.9046 6#Consumer Behaviour
<ange o#
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SM 80.9046 Consumer Behaviour 64
<ange o#;earning Situations
;o*Hinvolvement ;earning Case *here *e are less
motivated to attend to or proess materialto +e learned.
(ighHinvolvement ;earning Case *here *e are
motivated to proessin#ormation to +e learned.
;earning heories in (igh;earning heories in (ighH
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;earning heories in (ighHand
;o*H Involvement Situations
;earning heories in (ighHand
;o*H Involvement Situations
-igh(
involvemen
t learning
situation
Classical
!conic &ote
4icarious5Modeling
&easoning
$perant ConditioningConditioning
CognitiveCognitive
)o/(
involvement
learning
situation
Commonly UsedOccasionally Used
SM 80.9046 6$Consumer Behaviour
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SM 80.9046 Consumer Behaviour 66
Consumers and
;earning <e*ards inrease learning
onsumers *ill +u- things #or
*hih the-’re re*arded pleasures and the dar) side
<epetition inreases learning +om+ard onsumers *ith
mar)eting ommuniations Samplings and rials inrease
learning
C d
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SM 80.9046 Consumer Behaviour 6%
Consumers and;earning Stimulus Jeneralisation:
generalisation o# similar stimuli through signs and s-m+ols Brand =$tensions /rivate Brands 5S. Mar)et ;eaders Imitations
Stimulus isrimination: disrimination +et*een dissimilar stimuli /rodut ierentiation
Stimulus
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StimulusDiscrimination
/rodut ierentiation
SM 80.9046 Consumer Behaviour 68
;earning Memor- and
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SM 80.9046 Consumer Behaviour 69
;earning" Memor- andIn#ormation /roessing
(o* Consumers Store"<etain and <etrieve In#ormation
# C i i
# C i i
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#or Consumer eision
Ma)ing
#or Consumer eisionMa)ing
ExposureRandom Deliberate
AttentionLow- Hih-
in!ol!ement in!ol!ement
"nterpretationLow- Hih-
in!ol!ement in!ol!ement
Short-term #emor$ Lon-term
Acti!e problem Stored experiences%sol!in !alues% decisions%rules% &eelins
'urchase and (onsumption Decisions
' e r c e p t i o n
L e
a r n i n
g
SM 80.9046 %0Consumer Behaviour
he Struture o# Memor-
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SM 80.9046 Consumer Behaviour %1
e S u u e o e o -Memor- onsists o# three storages-stems:
Sensor- Memor-: % storage s-stem*here inoming data undergo preliminar-proessing.
ShortHterm Memor-: % storage s-stemthat momentaril- holds a!uired in#ormation. I# in#ormation is signi2ant" it ma-
undergo: <ehearsal =noding
;ongHterm Memor-: %n in#ormation*arehouse *here data are organised and e$tendedl- stored.
he Memor- /roess
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"nput )Learnin*"nput )Learnin*
Encodin"n&ormation is
'laced in #emor$
Encodin"n&ormation is
'laced in #emor$
Storae"n&ormation
is Retained in #emor$
Storae"n&ormation
is Retained in #emor$
Retrie!al"n&ormation Stored
in #emor$ is ,ound as Needed
Retrie!al"n&ormation Stored
in #emor$ is ,ound as Needed
-
SM 80.9046 %"Consumer Behaviour
=noding In#ormation
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S e n s o r $ # e a n i n
S e m a n t i c # e a n i n
E p i s o d i c # e m o r i e s
, l a s h b u l b # e m o r i e s
(olor or Shape
S$mbolic Associations
E!ents That are 'ersonall$
Rele!ant
Especiall$ Vi!id Association
=noding In#ormation#or ;ater <etrieval
SM 80.9046 %#Consumer Behaviour
he Memor- /roess
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"nput )Learnin*"nput )Learnin*
Encodin"n&ormation is
'laced in #emor$
Encodin"n&ormation is
'laced in #emor$
Storae"n&ormation
is Retained in #emor$
Storae"n&ormation
is Retained in #emor$
Retrie!al"n&ormation Stored
in #emor$ is ,ound as Needed
Retrie!al"n&ormation Stored
in #emor$ is ,ound as Needed
-
SM 80.9046 %4Consumer Behaviour
Storing In#ormation in
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Acti"ation #odels of #emory Short-Term and Lon-Term #emor$ are
"nterdependent
Acti"ation #odels of #emory Short-Term and Lon-Term #emor$ are
"nterdependent
Associati"e Networ$s"ncomin "n&ormation is .ranised b$
Relationships and Stored in /nowlede Structures
Associati"e Networ$s"ncomin "n&ormation is .ranised b$Relationships and Stored in /nowlede Structures
%&reading Acti"ationAllows (onsumers to Shi&t 0ack and ,orth0etween Le!els o& #eanin such as 0rands
%&reading Acti"ationAllows (onsumers to Shi&t 0ack and ,orth
0etween Le!els o& #eanin such as 0rands
!e"els of 'nowledge/nowlede is (oded to 'roduce #eanin
(oncepts% then 'ropositions% then Schemas
!e"els of 'nowledge/nowlede is (oded to 'roduce #eanin
(oncepts% then 'ropositions% then Schemas
gMemor-
SM 80.9046 %$Consumer Behaviour
he Memor- /roess
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"nput )Learnin*"nput )Learnin*
Encodin"n&ormation is
'laced in #emor$
Encodin"n&ormation is
'laced in #emor$
Storae"n&ormation
is Retained in #emor$
Storae"n&ormation
is Retained in #emor$
Retrie!al"n&ormation Stored
in #emor$ is ,ound as Needed
Retrie!al"n&ormation Stored
in #emor$ is ,ound as Needed
-
SM 80.9046 %6Consumer Behaviour
In#ormation <etrieval
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SM 80.9046 Consumer Behaviour %%
In#ormation <etrieval"=$tintion 3 1orgetting
In#ormation <etrieval: Si#ting throughmemor- to ativate stored in#ormation.
1orgetting: When )no*ledge reedes intothe mind’s unonsious reesses andannot +e realled.
<etroative Inter#erene: When reent
learning inter#eres *ith reall o# previouslearning. /roative Inter#erene: When prior
learning inter#eres *ith reall o# reent learning.
"n&ormation 'rocessin
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"n&ormation 'rocessin
and #emor$ Stores Re!isited
Sensory
Store
9orking
Memory
0Short(term
Store3
)ong(
termStore
Sensory
!nput &ehearsal Encoding &etrieval
*orgotten:
lost
*orgotten:
lost
*orgotten:
unavaila%le
SM 80.9046 %8Consumer Behaviour
Session 4: ;eture
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SM 80.9046 Consumer Behaviour %9
Session 4: ;etureutline
Consumers %s Individual
Motivation Involvement =motion
verall Model o# ConsumerBehaviour
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SM 80.9046 Consumer Behaviour 80
Behaviour
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
S!"#A"!$NS
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluation
and Selection
$utlet Selection
and Purchases
Postpurchase
Processes
S!"#A"!$NS
S$C!$(C#)"#&A)!N*)#ENCES
Culture
Su%culture
emographics
Social Status
&e'erence +roups
*amily
Marketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earning
Memory
Motives
Personality
Emotions
Attitudes
SE)*(C$NCEP"
and
)!*ES",)E
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SM 80.9046 Consumer Behaviour 81
What Is Motivation?
% state in *hih +odil- energ- ismo+ilised and direted in a
seletive #ashion to*ard desira+le goals.
*o onditions #or
a motivated state: %rousal iretion
Motivation re#ers to theh l +
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SM 80.9046 Consumer Behaviour 8"
proesses that ause people to +ehave as the- do.
ne a need is aroused" a state o#tension e$ists that drives the onsumer to attempt to redue or eliminate the need.
Eeeds an +e:
tilitarian: a desire to ahieve
some #untional or pratial+ene2t.
(edoni: an e$periential need"involving emotional responses or #a
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Motivation Model
SM 80.9046 Consumer Behaviour 8#
+nsatis&ied
Need"ension Motive Behavi
our
1oal
Achie!ed
Tension
Reduced
Stimuli
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SM 80.9046 Consumer Behaviour 84
=lements o# Motivation
1our elements o# motivation: Eeeds: Internal #ores that prompt
+ehaviour to*ard goalHoriented
+ehaviour. Motives: % state o# tension that
pushes the individual to at.
Joals: he sought a#ter o+Fetiveo# motivation. esires: /assions that involve
longing and *ishing #or something.
Classi#-ing
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SM 80.9046 Consumer Behaviour 8$
Classi#-ingConsumer Motivations
Consious 5s. nonsious
(igh 5s. ;o* rgen- /ositive 5s. Eegative /olarit- Intrinsi 5s. =$trinsi
<ational 5s. =motional
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SM 80.9046 Consumer Behaviour 86
heories o# Motivation
Instint heories: Suggest that +ehaviour isinnate
rive heories: Suggest that +ehaviour
re>ets one’s eort to restore ph-sial or ps-hologial e!uili+rium
=$petan- heories: Suggest that+ehaviour ma- +e aording to our e$petation to*ard the +ehaviour
%rousal heories: Suggest that *e o#ten see)stimulation and displa- arousalHsee)ing +ehaviour
Cognitive heories: Suggest that +ehaviouris a rational at underta)en +- intelligent" in#ormationHproessing individual
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Motivation Model
SM 80.9046 Consumer Behaviour 8%
+nsatis&ied
Need"ension Motive Behavi
our
1oal
Achie!ed
Tension
Reduced
Stimuli
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SM 80.9046 Consumer Behaviour 88
Eeed heories
Maslo*’s (ierarh- o# Eeeds Basi needs are ran)ed in a hierarh-. (igherHorder needs arise and motivate us
onl- a#ter lo*erHorder needs are satis2ed. Soial Motivation heories
Murra-’s instrumental motives @suh asharm avoidaneA.
MClelland’s trio o# needs @po*er" aliation"and ahievementA.
MJuire’s internal @nonsoialA and e$ternal@soialA needs.
Maslow’s ierarchy o! "eeds
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SM 80.9046 Consumer Behaviour 89
'h$sioloical
Sa&et$
Social
Esteem
SelfActualisation
Maslow s ierarchy o! "eeds
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SM 80.9046 Consumer Behaviour 90
Eeed heories
Maslo*’s (ierarh- o# Eeeds Basi needs are ran)ed in a hierarh-. (igherHorder needs arise and motivate us
onl- a#ter lo*erHorder needs are satis2ed. Soial Motivation heories
Murra-’s instrumental motives @suh asharm avoidaneA.
MClelland’s trio o# needs @po*er" aliation"and ahievementA.
MJuire’s internal @nonsoialA and e$ternal@soialA needs.
MJuire’s /s-hologial
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SM 80.9046 Consumer Behaviour 91
- gMotives
Eeed #or Consisten- Eeed #or Eovelt-
Eeed #or Independene Eeed #or Modeling Eeed #or Sel#H=$pression Eeed #or =goHe#ense Eeed #or <ein#orement
ension =limination
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T e n s i o n T e n s i o n
D r i ! e S t r e n t h D r i ! e S t r e n t h
D r i ! e D i r e c t i o n D r i ! e D i r e c t i o n
0 e h a ! i o u r 0 e h a ! i o u r
2 a n t 2 a n t
1 o a l 1 o a l
SM 80.9046 9"Consumer Behaviour
Moti#ational Strength
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SM 80.9046 Consumer Behaviour 9#
The Degree to Which a Person is Willing to ExpendEnergy to Reach One Goal as Opposed to Another.
Expectanc$ Theor$Expectanc$ Theor$ Dri!e Theor$ Dri!e Theor$
0ioloical Vs Learned Needs0ioloical Vs Learned Needs
Focuses on BiologicalNeeds that ProduceUnpleasant States ofArousal, i.e. Hunger.
Homeostasis: BehaviorWhich Tries to Reduce orEliminate This UnpleasantState and Return toBalance.
Behaviour is LargelyPulled byExpectations of
Achieving DesirableOutcomes - PositiveIncentives - RatherThan Pushed FromWithin.
g
Motivation:
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SM 80.9046 Consumer Behaviour 94
Soiall-Honstruted?
(uman motivation he interation +et*een events and
things in the soial *orld andinterpretations o# those events and things in people’s minds.
Consumers’ pereptions o# soialand ultural situations shapetheir desires and goals #or ation.
Latent and Mani!est Moti#es
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A large car is more
com'orta%le
!t’s a high(quality car that
per'orms /ell
A num%er o' my 'riends
drive a BM9
!t /ill demonstrate that
!’m success'ul
!t’s a po/er'ul2 sexy car
and it /ill help make mepo/er'ul and sexy
Purchase a
BM9
"he linkage %et/een %ehaviour and motives that are kno/n and 'reely admitted
"he linkage %et/een %ehaviour and motives that are either unkno/n or are such that the
consumer is reluctant to admit or reveal them
Latent and Mani!est Moti#esIn a $urchase Situation
SM 80.9046 9$Consumer Behaviour
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SM 80.9046 Consumer Behaviour 96
Motivational Con>it Situations *here multiple ontraditor-
needs simultaneousl- at upon an individual.
;e*in’s t-pes o# motivational on>it:
Approach-A!oidance
Approach-Approach
A!oidance-A!oidance
"ncur
a huemortae
Surrender $our
dri!er ’s license
&or speedin
0u$ a new house
1o on an
extended !acation0u$ a new car
'a$ 0 344
to keep
$our license
Consumer
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"n!ol!ement
The #oti!ation to 'rocess "n&ormation
"n!ol!ement
The #oti!ation to 'rocess "n&ormation
"n!ol!ement
The Le!el o& 'ercei!ed 'ersonal "mportanceand5or "nterest E!oked b$ a Stimulus
"n!ol!ementThe Le!el o& 'ercei!ed 'ersonal "mportance
and5or "nterest E!oked b$ a Stimulus
Levels of Involvement
Simple Processing Elaboration
In#ol#ement
SM 80.9046 9%Consumer Behaviour
C I l t
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SM 80.9046 Consumer Behaviour 98
Consumer Involvement
Cognitive involvement involvement that inludes heightened thin)ing and
proessing o# in#ormation a+out the goal o+Fet.
%etive involvement involvement that inludes heightened #eelings andemotional energ-.
=nduring involvement represents the longHterm interest that a onsumer
has in a produt lass.
Situational involvement temporar- interest in a purhase or onsumption
proess.
%he Many &aces o!
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'roductRelated to a (onsumer ’s
Le!el o& "nterest ina 'articular
'roduct
'roductRelated to a (onsumer ’s
Le!el o& "nterest ina 'articular
'roduct
#essae-ResponseRe&ers to a (onsumer ’s"nterest in 'rocessin
#arketin(ommunications
#essae-ResponseRe&ers to a (onsumer ’s"nterest in 'rocessin
#arketin
(ommunications
Eo-"n!ol!ementRe&ers to the "mportance
o& a 'roduct to a(onsumer ’s
Sel&-(oncept
Eo-"n!ol!ementRe&ers to the "mportance
o& a 'roduct to a(onsumer ’s
Sel&-(oncept
%he Many &aces o!In#ol#ement
SM 80.9046 99Consumer Behaviour
ar e ng mp a ons oierent ;evels o# Involvem
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SM 80.9046 Consumer Behaviour 100
ierent ;evels o# Involvement
(ighHInvolvement /urhase andConsumption Comple$ purhase proess +- highl- involved
onsumers %ttention is inreased and more importane is
attahed to the stimulus o+Fet.
;o*HInvolvement /urhase and
Consumption Minimal deision ma)ing #or lo*Hinvolvement
produts %ttention is lo* and less importane is attahed
to the stimulus o+Fet
Strategies to Increase In#ol#emen
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+se 'rominentStimuli
+se 'rominentStimuli
0uild a 0ond
2ith the(onsumer
0uild a 0ond
2ith the(onsumer
+se No!elStimuli
+se No!elStimuli
Appeal toHedonic Needs
Appeal toHedonic Needs
"ncreasin
(onsumers’ Attention"nclude(elebrit$
Endorsers
SM 80.9046 101Consumer Behaviour
;o*HInvolvement
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SM 80.9046 Consumer Behaviour 10"
;o* InvolvementMar)eting Strategies
Strategies that inrease onsumers’ involvement *ith a produt or +rand over a short period or #or longer period
se reative mar)eting strategies" suh aseetive advertising or produt usage ampaigns ;in) lo*Hinvolvement produts *ith highH
involvement issues %dapt the advertising medium to the produt
ategor-. /romote the produt in a highHinvolvement
medium @e.g." the We+A instead o# a lo*Hinvolvement medium @e.g." radioA
se e$tensive distri+ution net*or)s" lever inH
store displa-s.
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SM 80.9046 Consumer Behaviour 10#
=motions
=motions: 1eeling states suh as Fo-" love" sorro*" #ear" and anger.
Signi2ane to onsumer+ehavior: % produt’s emotional value
represents
a maFor part o# the appealin produt a!uisition. Stirring onsumers’ emotions
is a po*er#ul promotional
strateg-.
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SM 80.9046 Consumer Behaviour 104
Eature o# =motionsEature o# =motions
!nterpreted
as emotions
%ased on
situation
Physiological
changes
"houghts
Behaviours
A''ect
Speci'ic
'eelings
Mental
imagery
Environmentalevent
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SM 80.9046 Consumer Behaviour 10$
=motion 5ersus Mood
Mood: % temporar- #eeling state or#rame o# mind as in +eing in a good or+ad mood.
Signi2ane to onsumer+ehaviour: Mood in>uenes *hether or not *e
shop Mood in>uenes the *a-
*e respond to shoppingenvironments and ues.
Mood in>uenes
=motionH<elated
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SM 80.9046 Consumer Behaviour 106
Conepts
Bonding Involve onneting the onsumer
and the produt through an emotional tie.
Consider the onnetion:Individuals" red roses" and love.
=$pression o# =motions Bodil- and #aial e$pressions serve
as soial signals o# a person’s
emotions.
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SM 80.9046 Consumer Behaviour 10%
Consum r
Fun
&
Fantasi s
Session &: ;eture
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SM 80.9046 Consumer Behaviour 108
utline
Consumers %s Individual
%ttitudes %ttitude Change
verall Model o# ConsumerBehaviour
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SM 80.9046 Consumer Behaviour 109
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
S!"#A"!$NS
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluation
and Selection
$utlet Selection
and Purchases
Postpurchase
Processes
S!"#A"!$NS
S$C!$(C#)"#&A)!N*)#ENCESCulture
Su%culture
emographics
Social Status
&e'erence +roups
*amily
Marketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earning
MemoryMotives
Personality
Emotions
Attitudes
SE)*(C$NCEP"
and
)!*ES",)E
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SM 80.9046 Consumer Behaviour 110
vervie*
Consumers ma)e hoies ever-da-.
Some +rand hoies onsumers
ma)e are relativel- simpleK in other situations" onsumers ma)e +rand hoies that re!uire e$tensive in#ormation searh and diult hoies.
%ttitudes are )e- internal #atorsthat shape individual onsumer
hoies.
Consumer %ttitudes and
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SM 80.9046 Consumer Behaviour 111
%ttitude Models
%ttitude a *a- to summarise onsumers
thoughts" #eelings" and ations.
%ttitude models provide a desription o# ho*
onsumer in#ormationproessing" inluding ognitionsand emotions" in>uene onsumer hoie proesses.
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SM 80.9046 Consumer Behaviour 11"
What %re %ttitudes?
;earned predispositions torespond in a onsistent
manner to a given o+Fet his de2nition revealsthat attitudes are: ;earned Consistent <esponsive
%ttit d C t
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SM 80.9046 Consumer Behaviour 11#
%ttitude Components
Cognition the +elie#s a onsumer has a+out an
attitude o+Fet
%et the *a- a onsumer #eels a+out an
attitude o+Fet
Behaviour the person’s intentions to do something
*ith regard to an attitude o+Fet
%ttitude Components and%ttitude Components and
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SM 80.9046 Consumer Behaviour 114
%ttitude Components andMani#estations
%ttitude Components andMani#estations
Stimuli;Products2
situations2
retail outlets2
sales personnel2
advertisements
and other
attitude o%6ects
$verall
orientation
to/ard
o%6ect
Behavioural
CognitiveBelie's a%out speci'ic
attri%utes or overall o%6ect
Behavioural intentions /ith
respect to speci'ic attri%utes
or overall o%6ect
A''ectiveEmotions or 'eelings a%out
speci'ic attri%utes or
overall o%6ect
!nitiator Component Component Mani'estation
Attitude
i i # %ttit d
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SM 80.9046 Consumer Behaviour 11$
imensions o# %ttitudes
5alene: %n attration orrepulsion #elt to*ard anattitude o+Fet.
Intensit-: he magnitudeo# one’s #eelings to*ard anattitude o+Fet.
Centralit-: Closeness o#the attitude to one’s ore values and +elie#s.
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SM 80.9046 Consumer Behaviour 116
Soures o# %ttitudes
/ersonal =$periene *ith
+Fets Soial Interation =$posure to Mass Media
he 1untions o#
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SM 80.9046 Consumer Behaviour 11%
%ttitudes
tilitarian 1untion =goHde#ensive 1untion 5alueHe$pressive 1untion 7no*ledge 1untion SoialHadFustment 1untion
&unctional theory o! attitudes < helpconsumers cope with theirenvironments.
Basi %ttitude
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SM 80.9046 Consumer Behaviour 118
/erspetives
he raditionalModel
he MultiHattri+utemodel he heor- o#
<easoned %tion heories o# Joal
/ursuit and r-ing
he raditional Model
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SM 80.9046 Consumer Behaviour 119
o# %ttitudes
(oniti!e (omponent2hat we think we know
about an attitude ob6ect
A&&ecti!e
(omponent
.ur positi!eor neati!e
reaction to
an attitude ob6ect
(oniti!e
(omponent
A&&ecti!e
(omponent
beha!ioural
(omponent
0eha!ioural
(omponent.ur action
tendenc$toward
an attitude
ob6ect
Leads to
Leads to
B t
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SM 80.9046 Consumer Behaviour 1"0
But...
Can ognition lead to aetionthen +ehaviour?
Can aetion lead to ognitionthen +ehaviour? Can +ehaviour lead to
ognition then aetion? Can +ehaviour lead to aetion
then ognition?
he MultiH%ttri+uted l # i d
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SM 80.9046 Consumer Behaviour 1"1
Model o# %ttitudes
%n attitude o+Fet an have anum+er o# attri+utes that dier
in importane to the same person.
%ttitude is a #untion o#
%ttitudes on eah attri+ute Importane o# eah attri+ute
he heor- o#d i
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SM 80.9046 Consumer Behaviour 1""
<easoned %tion
Behaviour is determined +- aperson’s intention to +ehave.
%ording to this vie*"+ehaviour is in>uened +- t*o # ators: %ttitudeHto*ardHtheH
+ehaviour: ne’s overall appraisalo# an at.
Su+Fetive Eorms: ne’s +elie#sregarding signi2ant others’
A Simpli&ied Version o& the
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SM 80.9046 Consumer Behaviour 1"#
Theor$ o& Reasoned Action
Belie's that
the %ehaviour
leads to
certain
outcomes
Belie's that
the %ehaviour
leads to
certainoutcomes
Evaluation o'
the outcomes
Evaluation o'
the outcomes
Belie's that
speci'ic
re'erents
think ! should
or should not
per'orm the
%ehaviour
Belie's that
speci'ic
re'erents
think ! should
or should notper'orm the
%ehaviour
Motivation to
comply /ith
the speci'icre'erents
Motivation to
comply /ith
the speci'icre'erents
Su%6ective
norm
Su%6ective
normAttitude to/ard
the %ehaviour
Attitude to/ard
the %ehaviour
!ntention!ntention
BehaviourBehaviour
heories o#
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SM 80.9046 Consumer Behaviour 1"4
Joal /ursuit and r-ing
nertaint- o# goal ahievementredues +ehaviour to a mere tr-ing to ahieve a goal.
r-ing is in>uened +-: %ttitudes to*ard the onse!uenes
o# sueeding to ahieve.
%ttitudes to*ard the onse!ueneso# #ailing to ahieve. %ttitudes to*ard the proess o#
goal ahievement.
Issues in %ttitude1ormation
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SM 80.9046 Consumer Behaviour 1"$
1ormation
(o* attitudes are
learned Soures o# in>uene
on attitude #ormation
/ersonalit- #ators
Cognition A f f e c
t
At t i t u d e
%ttitudeChange
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SM 80.9046 Consumer Behaviour 1"6
Change
Changing the Basi Motivational1untion
%ssoiating the /rodut With aSpeial Jroup" =vent"or Cause
<esolving *o Con>iting%ttitudes
%ltering Components o# theMultiHattri+ute Model
Changing Belie#s %+out
Competitors’ Brands
%ttitude Change Strateg-%ttitude Change Strateg-
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SM 80.9046 Consumer Behaviour 1"%
g g-1ousing on Cognitions
g g-1ousing on Cognitions
#arketin
Stimuli
ad!ertisin
packae
.!erall
Attitude
(hane0eha!iour
)purchase*
"ncreased
a&&ect)likin*
(onitions
)belie&s*
"ncreased
a&&ect
)likin*
0eha!iour)purchase*
%ttitude ChangeStrateg-%ttitude ChangeStrateg-
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SM 80.9046 Consumer Behaviour 1"8
Strateg-
1ousing on %et
Strateg-
1ousing on %et
Marketing
Stimuli
$verall
Attitude
Change
Behaviour0purchase3
!ncreased
Positive
Belie's!ncreaseda''ective
response
0liking3
to/ard
product
!ncreasedPositive
Belie's
Behaviour
0purchase3
Mathing =ndorser *ith/rodut and arget
Mathing =ndorser *ith/rodut and arget
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SM 80.9046 Consumer Behaviour 1"9
/rodut and arget
%udiene
/rodut and arget
%udiene"arget AudienceActual or !deal
Sel'(concept
!mage o' the
Product
!mage o' the
Endorser
%ttitude Change Strateg-%ttitude Change Strateg-
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SM 80.9046 Consumer Behaviour 1#0
g g-1ousing on Behaviour
g g-1ousing on Behaviour
MarketingStimuli
*ree
Sample
$verall
Attitude
Change!ncreased
PositiveBelie's
!ncreased
A''ectBehaviour
Purchase
Consumption!ncreased
A''ect0liking3
!ncreased
PositiveBelie's
%pproahes to %hieving%ttitude Change
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SM 80.9046 Consumer Behaviour 1#1
%ttitude Change
*o #re!uentl- emplo-edapproahes are:
Cognitive Consisten-heories In#ormationH/roessing
heories
he Cognitive Consisten-%pproah
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SM 80.9046 Consumer Behaviour 1#"
%pproah
Cognitive Consisten- We strive to maintain ongruit-
+et*een our +elie#s" emotions" and +
ehaviour. Cognitive issonane
Inonsistenies +et*een our +elie#sand +ehaviour ause ps-hologial tension.
o hange onsumers’ attitudes" aognitive dissonane state is
reated +- mar)eters
H%ttitude ChangeSt t i
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SM 80.9046 Consumer Behaviour 1##
Strategies
%dd In#ormation... Ma)ing omparisons against
ompetition =mphasising +rand attri+utes %dding ne* attri+utes /roviding )no*ledge o#
alternatives or onse!uenes Changing the relative value o#
attri+utes
to %ttitudeHChangeSt t i
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SM 80.9046 Consumer Behaviour 1#4
Strategies
he =la+orationH;i)elihoodModel
he degree to *hih *e ela+orate on amessage depends on its relevane tous.
*o routes to persuasion:
he Central <oute: Consumers underhigh involvement onditionsdiligentl- proess message in#ormation.
he /eripheral <oute: Consumers
M=;
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Exposure to
Marketing Message
-igh involvement /ith
product2 message2 or decision
)o/ involvement /ith product2
message2 or decision
Strong attention 'ocused on central2 product(
related 'eatures and 'actual in'ormation
)imited attention 'ocused on peripheral2
non(product 'eatures and 'eelings
Conscious thoughts a%out product
attri%utes and use outcomes:
considera%le ela%orative activities
)o/ or nonconscious in'ormation
processing: 'e/ or no ela%orative
activities
Persuasion generally alters product
%elie's2 /hich in'luence %rand attitude
/hich in'luences purchase intentions
Persuasion operates through classical
conditioning1 A''ect change2 attitude to/ard
the ad2 and non(conscious %elie' changes led
to a %ehavioural and attitude change
SM 80.9046 1#$Consumer Behaviour
%ttitudeHo*ardHtheH%d
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SM 80.9046 Consumer Behaviour 1#6
Models
1ous on advertising’s
in>uene on attitude to*arda produt %ttitude is a #untion o#
attitudeHto*ardHtheHad attitude to*ard the produt’s
attri+utes
A (onception o& the Relationship amon
Elements in an Attitude-toward-the-Ad #odel
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Elements in an Attitude-toward-the-Ad #odel
Exposure to
an Ad
=udgments a%outthe Ad
0Cognition3
Belie's a%out the
Brand
Attitude to/ard
the Brand
Attitude to/ard
the Ad
*eelings 'rom theAd 0A''ect3
SM 80.9046 1#%Consumer Behaviour
Session 6: ;etureutline
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SM 80.9046 Consumer Behaviour 1#8
utline
Consumers %s Individual
he Sel#: he raditional5ie* he Sel#: %n %lternative
5ie* /ersonalit-
verall Model o# ConsumerBehaviour
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SM 80.9046 Consumer Behaviour 1#9
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
S!"#A"!$NSPro%lem
&ecognition
!n'ormation
Search
Alternative Evaluation
and Selection
$utlet Selection
and Purchases
PostpurchaseProcesses
S!"#A"!$NS
S$C!$(C#)"#&A)!N*)#ENCESCulture
Su%culture
emographics
Social Status
&e'erence +roups
*amily
Marketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earning
MemoryMotives
Personality
Emotions
Attitudes
SE)*(C$NCEP"
and
)!*ES",)E
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SM 80.9046 Consumer Behaviour 140
S lf-Conc pt:
Th Traditional i
h S l# C t
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SM 80.9046 Consumer Behaviour 141
he Sel#HConept
he sum total o# an
individual’s +elie#s and#eelings a+out him or hersel#.
%tual Sel# vs. Ideal Sel# /rivate Sel# vs. Soial Sel#
Interative Soures# S l#h d
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SM 80.9046 Consumer Behaviour 14"
o# Sel#hood
Signi2ant thers individuals *ith *hom *e interat in various
)inds o# role relations" are ruial in the #ormation o# our sel#.
Materials and +Fets the ph-sial environment that *e rel- on #or
survival and the tehnologies that support andmediate our soial relations aet the develop
ment o# our sel#. Ideas" Belie#s and 5alues
ideolog- and religious +elie#s in>uene the *a-*e pereive and respond to our soial andph-sial environment
Sel# Conept
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SM 80.9046 Consumer Behaviour 14#
Sel# Conept
Intrapersonal /roesses
inluding in#ormationproessing" aet andmotivation
Interpersonal /roesses inluding soial
pereption" hoie o#
ierent Sel#HConepts
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Conepts
Actual Sel'(
Concept !deal Sel'(Concept
!deal Social
Sel'(ConceptSocial Sel'(Concept
$ri#ate
Social
SM 80.9046 144Consumer Behaviour
Consumption and Sel#HConept
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SM 80.9046 Consumer Behaviour 14$
Sel#HConept Congruene Modelspredit that produts *ill +e hosen *hen their attri+utes math some aspet o# the sel#. IdealHsel# : more relevant #orhighl- e$pressive soial
produts.%tualHsel# : more relevant #orever-da-" #untional produts.
p
Image ongrueneh th i
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SM 80.9046 Consumer Behaviour 146
h-pothesis
Self-concept is
enhanced through thetransfer of socially acc epted meanings of theproduct or brand to oneself.
he <elationship +et*eenSel#HConept and Brand
he <elationship +et*eenSel#HConept and Brand
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Se Co ep a d a d
Image
pImage
'roduct
0rand
"mae
(onsumerSel&-
(oncept
Relationship0etween sel&-
concept and
brand imae
0eha!iour Seek products
and brands that
match sel&-
concept
Satis&action'urchase
contributes to
desired sel&-
concept
Rein&orces sel&-concept'ein!orces Sel!(Concept
SM 80.9046 14%Consumer Behaviour
Sel#HConept is
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SM 80.9046 Consumer Behaviour 148
Sel#HConept is
Changea+le Sel#Honept is >e$ile andhangea+le
Consumers’ sel#Honepts are
espeiall- d-nami during ertainrole transitions
<ole transitions and sel#Hesteem
the degree to which people have apositive attitude towards themselves
<ole transitions are mar)ed +-hanges in onsumption patterns
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SM 80.9046 Consumer Behaviour 149
Th S lf:
"n "lt rnati# i
he Sel#: %n %lternative
5ie*
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SM 80.9046 Consumer Behaviour 1$0
5ie*
oes the sel# e$ist? I# so" is it single or multiple? Is it onstant or hangea+le? Is it to disover or to reate?
?????????????????????????
he Sel# .
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SM 80.9046 Consumer Behaviour 1$1
is multi#aeted is dependent on
situations and motives is mallea+le and d-nami
is soiall-Honstruted
% -nami Model o# Sel#HConept
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SM 80.9046 1$"Consumer Behaviour
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SM 80.9046 Consumer Behaviour 1$#
$ast rn i s
of Th S lf
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SM 80.9046 Consumer Behaviour 1$4
Th S lf
in
%uddhism
"natta
verall Model o# ConsumerBehaviour
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SM 80.9046 Consumer Behaviour 1$$
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
S!"#A"!$NS
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluation
and Selection
$utlet Selection
and Purchases
PostpurchaseProcesses
S!"#A"!$NS
S$C!$(C#)"#&A)!N*)#ENCES
Culture
Su%culture
emographics
Social Status
&e'erence +roups
*amily
Marketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earning
MemoryMotives
Personality
Emotions
Attitudes
SE)*(C$NCEP"
and
)!*ES",)E
/ersonalit-
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SM 80.9046 Consumer Behaviour 1$6
/ersonalit-
/ersonalit- is an
individual’sharateristiresponse tendeniesaross similar situations.
/ersonalit- heories
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/ersonalit- heories
1reudLs /s-hoanal-ti
heor- heor- o# /ersonalit-
raits heor- o# /ersonalit-
5alues
SM 80.9046 1$%Consumer Behaviour
1reudian heor-
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SM 80.9046 Consumer Behaviour 1$8
1reudian heor-
hree =lements: Id: /leasure /riniple,emptation
Superego: Consiene @Soietal<ulesA,5irtue =go: <ealit- /riniple,<e#eree
%ppliations in Mar)eting: he Se$ualit- o# /roduts
/ersonalit- heories
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/ersonalit- heories
1reudLs /s-hoanal-ti
heor- heor- o# /ersonalit-
raits heor- o# /ersonalit-
5alues
SM 80.9046 1$9Consumer Behaviour
=$amples o# Cattell’s/ersonalit- raits
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SM 80.9046 Consumer Behaviour 160
/ersonalit- raits
<eserved Sh- (um+le =motional So+er,Serious /ratial Conservative <ela$ed
utgoing %ssertive (app-HgoHlu)-
enderHminded oughHminded Imaginative
Jroupdependent et.
/ersonalit- heories
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/ersonalit- heories
1reudLs /s-hoanal-ti
heor- heor- o# /ersonalit-
raits heor- o# /ersonalit-
5alues
SM 80.9046 161Consumer Behaviour
heor- o# /ersonalit-5alues
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5alues
heoretial /ersonalit- =onomi /ersonalit-
Soial /ersonalit- /olitial /ersonalit- %estheti /ersonalit-
<eligious /ersonalit-
SM 80.9046 16"Consumer Behaviour
%ppliations inMar)eting
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SM 80.9046 Consumer Behaviour 16#
Mar)eting
Consumer$ersonality
)rand$ersonality
Session : ;etureutline
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SM 80.9046 Consumer Behaviour 164
utline
Consumers %s Individual ;i#est-le 5alues he Sel# and S-m+oli
Consumption
verall Model o# ConsumerBehaviour
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SM 80.9046 Consumer Behaviour 16$
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
S!"#A"!$NS
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluation
and Selection
$utlet Selection
and Purchases
PostpurchaseProcesses
S!"#A"!$NS
S$C!$(C#)"#&A)!N*)#ENCES
Culture
Su%culture
emographics
Social Status
&e'erence +roups
*amily
Marketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earning
MemoryMotives
Personality
Emotions
Attitudes
SE)*(C$NCEP"
and
)!*ES",)E
;i#est-le
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SM 80.9046 Consumer Behaviour 166
-
;i#est-le re#ers to a
pattern o# onsumptionre>eting a person’shoies o# ho* he or she s
pends time and mone-.
;i#est-le andthe Consumption /roess
;i#est-le andthe Consumption /roess
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SM 80.9046 Consumer Behaviour 16%
the Consumption /roessthe Consumption /roess;i#est-leeterminan
ts emographis
Su+ulture Soial lass
Motives
/ersonalit-
=motions
5alues
1amil- ;i#eC-le
Culture
/ast
)i'estyle
-o/ /e live
Activities
!nterests )ike5dislikes
Attitudes
Consumption
Expectations
*eelings
!mpact on Behaviour
Purchases
-o/
9hen
9here
9hat
9ith /hom
Consumption
9here
9ith /hom -o/
9hen
9hat
;i#est-le
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SM 80.9046 Consumer Behaviour 168
;i#est-les as Identities ;i#est-les are statements a+out *hoone is in soiet- and *ho one is not.
=ah person adds their o*nindividualit- to a hosen li#est-le.
/roduts Being Consumed %re the
Building Blo)s o# ;i#est-les Consumers o#ten hoose produts"servies" and ativities over others +eause the- are assoiated *ith a erta
in li#est-le
-
/rodut Constellations
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SM 80.9046 Consumer Behaviour 169
;i#est-le pattern of behaviour that reects consumption
of interrelated product constellations
/rodut onstellations clusters of complementary products, specic
brands, and!or consumption activities
/rodut onstellations an +e
mathed *ith demographi and media pre#erenes to improve targeting
People, Products, and Settings areCombined to Express a Certain
ConsumptionStyle
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SM 80.9046 Consumer Behaviour 1%0
'roduct 'roduct
SettinSettin
Consumption Style.
Lifestyle
'erson
;i#est-le: %n %lternative5ie*
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SM 80.9046 Consumer Behaviour 1%1
e
I# the sel# is multiple" *hata+out the li#est-le?
/rotean ;i#est-les?
"n $' cuti# () * +da),
" %i+ r () * + nd!!
;i#est-le heories
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-
%ILs 5%;S H he 5alues and
;i#est-le S-stem
SM 80.9046 Consumer Behaviour 1%"
%ILs
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%tivities
Interestspinions
SM 80.9046 Consumer Behaviour 1%#
;i#est-le heories
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-
%ILs 5%;S H he 5alues and
;i#est-le S-stem
SM 80.9046 Consumer Behaviour 1%4
*alues
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SM 80.9046 Consumer Behaviour 1%$
% +elie# that some ondition ispre#era+le to its opposite.
=ver- ulture has a set o# values
that it imparts to its mem+ers alled Core 5alues. he proess o# learning the +elie#s
and +ehaviours endorsed +- one’s o
*n ulture is =nulturation. %ulturation is the proess o#
learning the value s-stem and+ehaviours o# another ulture.
Applications o! *aluesto
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SM 80.9046 Consumer Behaviour 1%6
<esearh has tended to lassi#- valuesas +eing: Cultural suh as seurit- or happiness"
ConsumptionHspei2 suh as onvenientshopping or prompt servie"
/rodutHspei2 suh as ease o# use ordura+ilit-.
he <o)eah 5alue Surve- identi2ed: erminal 5alues H desired endHstates thatappl- to man- ultures"
Instrumental 5alues H omposed o# ationsneeded to ahieve these terminal values.
to
Consumer )eha#iour
5alues and;i#est-les S-stems
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SM 80.9046 Consumer Behaviour 1%%
;i#est-les S-stems
5%;S ' partitions mar)et into 9 groups +ased on
Maslo*’s hierarh- o# needs
5%;S lassi2es people into segments +ased on their
ontrol o# resoures and three aspets o# their +asi motivational sel#Horientation: priniples" statu
s" ation Gapan 5%;S
5%;S '
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SM 80.9046 Consumer Behaviour 1%8
he Eeed- Survivors Sustainers
uterHireted rientation Belongers =mulators %hievers
InnerHireted rientation
I %m Me =$periential Soietall- Consious Integrated
Actuali7ers
Actuali7ers
( e s o u r c e s
A b u n d a n t
( e s o u r c e s
5%;S
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S t a t u s . r i e n t e d S t a t u s . r i e n t e d A c t i o n . r i e n t e d A c t i o n . r i e n t e d ' r i n c i p l e . r i e n t e d ' r i n c i p l e . r i e n t e d
Achie!ersAchie!ers
Actuali7ersActuali7ers
StrulersStrulers
Stri!ersStri!ers
,ul&illeds,ul&illeds
0elie!ers0elie!ers
ExperiencersExperiencers
#akers#akers
A b u n d a n t Abundant
# i n i m a l
( e s o u r c e s # i n i m a l
( e s o u r c e s
Source+ S'IInternational,
SM 80.9046 1%9Consumer Behaviour
Gapan 5%;S Segments
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SM 80.9046 Consumer Behaviour 180
5alues and;i#est-les S-stems
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SM 80.9046 Consumer Behaviour 181
- -
;5s @;ist o# 5aluesA assesses adaptation to various
roles through #ul2llment o# values suh as sel#Hrespet" sense o# +elonging" e$itement" et.
Cohort %nal-sis understanding po*er o# ohorts
International;i#est-le Segments
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SM 80.9046 Consumer Behaviour 18"
Jlo+al San measures a *ide variet- o#attitude and onsumer values" mediause" and +u-ing patterns primaril- o# riad and /ai2 <im ountries and assigns them to 2ve segments
adapters traditionals
pressureds ahievers strivers
;i#est-le Segments
Shi#ting ;i#est-les
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SM 80.9046 Consumer Behaviour 18#
;i#est-le trends are triggered +-maFor demographi @*omen entering*or)#oreA and attitudinal shi#ts @gr
o*ing organi #ood onsumptionA ;i#est-le trends aet industries as
*ell as produts and servies ;i#est-le an +e personi2ed +- a
single person @e.g." %dd Cara+aoA
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SM 80.9046 Consumer Behaviour 184
*hat a(out
th Thai alu s
hai 5alues ClustersSource+ -omin .//.
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SM 80.9046 Consumer Behaviour 18$
=go rientation Jrate#ul <elationship
rientation Smooth Interpersonal
<elationship rientation 1le$i+ilit- and %dFustment . <eligioHps-hial .
Source+ -omin .//.
hai 5alues Clusters@ont.A
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SM 80.9046 Consumer Behaviour 186
=duation and Competene.
Interdependene . 1unHpleasure . %hievementHtas) .
he Sel# <evisited
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SM 80.9046 Consumer Behaviour 18%
Consumers %s Soial Beings he Sel# 3 S-m+oli
Consumption in ConsumerCulture
%ppropriation o# Consumption
S-m+olism /ossession and the =$tended
Sel#
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SM 80.9046 Consumer Behaviour 188
Th S lf
and
S)m(olic Consumption
(aving" oing andBeing
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SM 80.9046 Consumer Behaviour 189
To "ave is To #e . To "ave is To #elong .
$ot to "ave is To #e . To "ave is To %nslaved ?
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SM 80.9046 Consumer Behaviour 190
%rands as
S)m(olic sourc s
for .d ntit) Construction
Meaning %ppropriation
in Consumer Culture
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in Consumer Culture
SM 80.9046 191Consumer Behaviour
Consumption Sym%olism and the -armonising Sel'
09attanasu/an >???3
Sel'(
Sym%olism
Social(
Sym%olism
Mediated
Experience )ived
Experience
Sel'(
Sym%olism
Social(
Sym%olism
Mediated
Experience
)ived
Experience
Sel'(
Sym%olism
Social(
Sym%olism
Mediated
Experience )ived
Experience
ultiple
imensions
o' Social &elationship
"he $ngoing Pro6ect o' the Sel'
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he =$tended Sel#
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&
SM 80.9046 19#Consumer Behaviour
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SM 80.9046 Consumer Behaviour 194
Consumption
and
S)m(olic .mmortalit)
;eture utline
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SM 80.9046 Consumer Behaviour 19$
Consumers %s Soial Beings Soial Struture emographis Soial Class
verall Model o# ConsumerBehaviour
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SM 80.9046 Consumer Behaviour 196
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
S!"#A"!$NS
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluationand Selection
$utlet Selection
and Purchases
PostpurchaseProcesses
S!"#A"!$NS
S$C!$(C#)"#&A)!N*)#ENCES
CultureSu%culture
emographics
Social Status
&e'erence +roups
*amily
Marketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earning
Memory
Motives
Personality
Emotions
Attitudes
SE)*(C$NCEP"
and
)!*ES",)E
Soial Strutures
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SM 80.9046 Consumer Behaviour 19%
Economics
Social
(lass
Demoraphics
emographis
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SM 80.9046 Consumer Behaviour 198
Se$,Jender Se$ualit- %ge Inome =duation upation
<eligion =thniit-
emographis
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SM 80.9046 Consumer Behaviour 199
0 t1s 0oo+ at
2 mo3raphics
from #arious
/ rsp cti# s
J=E=<
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SM 80.9046 Consumer Behaviour "00
Biologial Se$ Cultural Coneptions
o# Jender Cultural Coneptions
o# Masulinit- and1emininit-
Jender Bending andBlending
Se$ualit-
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SM 80.9046 Consumer Behaviour "01
Straight
Ja- BiHse$ual
???
%J=
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SM 80.9046 Consumer Behaviour "0"
;i#e C-le Stages Consumer Soialisation Consumption Choies <ites o# /assage Chronologial vs.
/s-hologial %ge %ge ohorts and Shared
5alues
<=;IJIE
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SM 80.9046 Consumer Behaviour "0#
Soure o# enduringonsumer values
Soure o# onsumptionta+oos
=merging 2eld o#
mar)eting argeting opportunities /ositioning opportunities
=thniit-
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SM 80.9046 Consumer Behaviour "04
fre&uent associationand identication with
common national orcultural origins of a su bgroup found within th
e larger society
=thniit- @ontinuedA
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SM 80.9046 Consumer Behaviour "0$
Situational =thniit- *hen e$pressions o# ethniit- var-
*ith soial onte$t
%ulturation hanges in )no*ledge" +elie#s" values"
and +ehaviours *hen an individual
mem+er o# an ethni group omes into prolonged ontat *ith a dominant ulture
=thniit- @ontinuedA
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SM 80.9046 Consumer Behaviour "06
%ssimilation proess o# interpretationand #usion in *hih personsand groups a!uirememories" sentiments and attitudes o# other persons or
groups and" +- sharing theire$periene and histor-" are inorporated *ith them in a
Soial Status Is erivedand In>uenesSoial Status Is erivedand In>uenes
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SM 80.9046 Consumer Behaviour "0%
BehaviourBehaviourSocioeconomic
*actors
$ccupation
Education
$/nership
!ncome
-eritage
Social
Status
#pper class
Middle class
9orking class
)o/er class
#nique
Behaviours
Pre'erences
Purchases
Consumption
Communication
Consumer Capitals
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SM 80.9046 Consumer Behaviour "08
Economic (apital 2nanial resoures" inluding inome
Social (apital
relationships" organiational mem+erships andsoial net*or)s that are o#ten nurtured in shools" Fo+s" or neigh+orhoods
(ultural capital
impliit pratial )no*ledge and s)ills" aessto onsumer goods and o+Fets suh as 2ne artsand heirlooms" degrees" diplomas" and mem+erships in lu+s and assoiations that erti#- ertain !ualities to others.
S-m+oli Capital
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SM 80.9046 Consumer Behaviour "09
StatusHoriented Consumption behaviour involving competition
for symbolic capital often
associated with status symbols
Status S-m+ols consumer products, activities,
or services that indicate onesposition in the class hierarchy
Consumption /atternsand ClassHBased Segment
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SM 80.9046 Consumer Behaviour "10
hree main lassH+asedsegments
pper Class ld Mone- Eouveau <ihe /ro#essional @e.g." C=A Jet Set?
Middle Class Wor)ingHClass and nderHClass
s
Eot %ll Behaviours*ithin a Soial Class%re ni!ue
Eot %ll Behaviours*ithin a Soial Class%re ni!ue
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%re ni!uee !ueBehaviours associated/ith a particular
social class
Behaviours shared/ith other social
classes
Behaviours not
engaged in
Excluded
Behaviours #nique Shared
Behaviours Behaviours
SM 80.9046 "11Consumer Behaviour
7p*ard /ull8 Strateg-argeted at Middle7p*ard /ull8 Strateg-argeted at Middle
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SM 80.9046 Consumer Behaviour "1"
ClassClass
Middle class
Aspirations
"o %elong toupper(
middle class
Pre'er
Productsconsumed
%y upper(
middle class
Positioning
#pper(
middle classsym%olism
'or middle(
class
products
/ositioning WithinSoial Class
/ositioning WithinSoial Class
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SM 80.9046 Consumer Behaviour "1#
9orking(class
isdain
#pper(
Middle
Class
Proud to Be
9orking
Class
Pre'er
9orking(
classproducts
and %rands
Positioning
9orking(class
sym%olism 'or/orking(class
products
/ositioning toSoial Class Segments/ositioning toSoial Class Segments
#pper class
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-ieneken( #pper(middle(class
Product Position; Premium Price:
Prestige "hemes:
Status5Pro'essional Backgrounds
#pper(class
li'estyle
#pper(middle(class
target market
#pper(middle(
class li'estyle
Middle(class
li'estyle
9orking(class
li'estyle
Middle(class
target market
9orking(classtarget market
Aspiring
Aspiring
Contented
Aspiring
Singha( Middle(class
Product Position; Neutral Price:
Achievement2 Sharing themes:
Middle(class %ackgrounds
"hai Beer( 9orking(class
Product Position; )o/ price:
9orking(class Backgrounds
SM 80.9046 "14Consumer Behaviour
sing Soial Strati2ationto evelop Mar)etingsing Soial Strati2ationto evelop Mar)eting
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Strateg-Strateg-
Marketing mix
decisions
evelop mix to achievedesired position;
• Product• Price• Promotion• istri%ution
&elate status varia%les
to product
consumption • Brand usage• Purchase
Motivation• Sym%olic meaning• #se situation
"arget social strata
•Actual li'estyle
• esired li'estyle• Media usage• Shopping
patterns• Etc1
evelop product
position
Select desired
image %ased on
actual or desired
li'estyle o' target
strata
SM 80.9046 "1$Consumer Behaviour
Changes in Soiet- that%et Mar)etingChanges in Soiet- that%et Mar)eting
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SM 80.9046 Consumer Behaviour "16
Strateg-Strateg-
Cultural 4aluesSu%culturesemographics+ender &olesSocial Class
Products Service $utlets Media !mages $ccasion
#nderstandingthese changes
is a key input in
developing a
success'ul
strategy
Changes in
"hai Society
Changes in
Market Behaviour
Changes in
Marketing Strategy
Soial Strutures
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SM 80.9046 Consumer Behaviour "1%
Economics
Social
(lass
Demoraphics
;eture utline
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SM 80.9046 Consumer Behaviour "18
Consumers %s Soial Beings Soial 3 <e#erene Jroups 1amil-
verall Model o# ConsumerBehaviour
S!"#A"!$NSS$C!$(C#)"#&A)!N*)#ENCES
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SM 80.9046 Consumer Behaviour "19
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluationand Selection
$utlet Selection
and Purchases
Postpurchase
Processes
S!"#A"!$NS
CultureSu%culture
emographics
Social Status
&e'erence +roups
*amily
Marketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earning
Memory
MotivesPersonality
Emotions
Attitudes
SE)*(C$NCEP"
and
)!*ES",)E
Soial Jroup
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SM 80.9046 Consumer Behaviour ""0
A group 0or a person3 that serves as a
point o' comparison 0or re'erence3 'oran individual in the 'ormation o' eithe
r general or speci'ic values2 attitudes2
or %ehaviour1
Meaning and Importane o#Jroups
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SM 80.9046 Consumer Behaviour ""1
% Jroup: *o or more individuals
*ho share +elie#s" have rolerelationships" and e$periene interde
pendent +ehaviour. Soialisation: he proess +- *hih
*e develop soiall- relevant
+ehaviour through interation *ith others.
Modeling: ur onsious attempt to
emulate others in a group.
-pes o# Jroups
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SM 80.9046 Consumer Behaviour """
/rimar- Jroups: Intimate groupsthat meet regularl- andommuniate #aeHtoH#ae.
Seondar- Jroups: Jroups *hereregular" #atHtoH#ae ontat isla)ing.
1ormal Jroups: Jroups *ith an
e$pliit struture and spei2edo+Fetives.
In#ormal Jroups: ;oosel-organised groups *here struture
Seleted ConsumerH<elated<e#erene Jroups
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SM 80.9046 Consumer Behaviour ""#
1riendshipgroups
Shoppinggroups Wor) groups
5irtual groupsor ommunities ConsumerH
i
<e#erene Jroups and heir-pes
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SM 80.9046 Consumer Behaviour ""4
<e#erene groups provide aperspetive #or evaluating orpatterning our o*n +ehaviour.
-pes o# re#erene groups: Mem+ership: Jroups in *hih one
!uali2es #or mem+ership %spirational: Jroups *hih one desires to Foin +ut la)s !uali2ations
%ntiipator-: Jroups that one hasreasona+le e$petation o# Foining
S-m+oli: Jroups *here hanes o# Foining are remote
issoiative <e#ereneJroups
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SM 80.9046 Consumer Behaviour ""$
Eot all groups provide onsumers*ith a positive #rame o# re#erene.
-pes o# dissoiative re#erene
groups: Eegative <e#erene Jroups:
Jroups that *e avoid assoiation oridenti2ation *ith.
islaimant <e#erene Jroups:Jroups that *e ma- have +elongedto" +ut *hose values *e no* reFet.
<e#erene Jroups Change asthe Situation Changes
<e#erene Jroups Change asthe Situation Changes
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SM 80.9046 Consumer Behaviour ""6
Hometown
,riends
,riends &rom
.ld School
(onsumerbeha!iour
classmates
,riends
&rom
2ork
"mmediate
&amil$
"ndi!idual
,riends &rom
Summer (amp
Eature o# <e#erene JroupIn>uene
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SM 80.9046 Consumer Behaviour ""%
In#ormational In>uene
Eormative In>uene Identi2ation In>uene
egrees o# <e#erene JroupIn>uene
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SM 80.9046 Consumer Behaviour ""8
hree degrees o# groupin>uene are identi2ed: Compliane: Joing along *ith
group mandates to o+tain approval.
Identi2ation: %+iding +- groupmandates to maintain a sel#Hde2n
ing relationship *ith the group. Internalisation: %epting group
norms and values as one’s o*n.
<e#erene JroupIn>uene
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SM 80.9046 Consumer Behaviour ""9
In#ormation ande$periene
Credi+ilit-" attrativeness"and po*er o the re#erenegroup
Conspiuousness o# theprodut
CommuniationStrateg-
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SM 80.9046 Consumer Behaviour "#0
estimonial =ndorsement /resenter or
Spo)esperson
%tress,%tor
1amil- as Important<e#erene Jroups
1amil- as Important<e#erene Jroups
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SM 80.9046 Consumer Behaviour "#1
Hometown
,riends
,riends &rom
.ld School
(onsumerbeha!iour
classmates
,riends
,rom
2ork
"mmediate
&amil$
"ndi!idual
,riends &rom
Summer (amp
1amilies and (ouseholds
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SM 80.9046 Consumer Behaviour "#"
omestic groups comprise a primary2 involuntary
unit o' social li'e %et/een the individual and the c
ommunity1
*amilies comprise individuals related %y %lood2marriage2 adoption2 and emotional commitment1
-ouseholds are de'ined as co(resident2 activity
groups *ictive @in; individuals in'ormally adopted into a
household as 'amily mem%ers1
Consumer Soialisation
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SM 80.9046 Consumer Behaviour "##
Consumer Soialisation re#ers toimparting the values" norms" +elie#s" and proedures assoiated *ith +ehaving as ompetent onsumers in a given
ultural setting. iret soialisation: parents purposivel-
train hildren in onsumer )no*ledge Indiret soialisation: involves more
passive learning through modeling o#hildren’s +ehaviours +ased on parental models.
CoHshopping: involves hildren
1amil- In>uenes MostConsumption eisions1amil- In>uenes MostConsumption eisions
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SM 80.9046 Consumer Behaviour "#4
Household
purchasesand
consumption
beha!iour
#arketin
strate$
Structureo& ,amil$
+nit
Stae o&the ,amil$
Li&e c$cle
,amil$Decision
'rocess
Struture o# 1amil-
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SM 80.9046 Consumer Behaviour "#$
Nuclear &amil$8 comprised o& a married
couple and their children
Extended &amil$8 households comprised
o& multiple enerations o& &amil$ members% or 6oint households comprisin o& the &a
milies o& married adult brothers
(o-residence and Dwellins8 sini&icant to marketers because it implies
ac9uisition and maintenance o& a home
A ,amil$ li&e ($cle
Middle(Aged
ivorced /ithout
Children
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Middle(Aged
Married /ithout
Children
,oung
ivorced /ithout
Children
,oung
Single
,oung
Married
/ithout
Children
,oung
Married
/ith
Children
Middle(
AgedMarried
/ith
Children
Middle(
AgedMarried
/ithout
ependent
Children
$lder
Married
$lder
#nmarried
Middle(Aged
ivorced
/ith
Children
Middle(Aged
ivorced
/ithout
Children
,oungivorced
/ith
Children
"raditional *amily *lo/&ecycled *lo/#sual *lo/
SM 80.9046 "#6Consumer Behaviour
A #odel o& the Socialisation 'rocess
,oung Person
,oung Person
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!n'luence More Basic
4alues5Behaviour
•Moral5&eligious Principles• !nterpersonal Skills•ress5grooming Standards•Manners and Speech
•Educational Motivation•$ccupational Career +oals•Consumer Behaviour Norms
!n'luence More Basic
4alues5Behaviour
•Moral5&eligious Principles• !nterpersonal Skills•ress5grooming Standards•Manners and Speech
•Educational Motivation•$ccupational Career +oals•Consumer Behaviour Norms
!n'luence More Expressive
Attitudes5Behaviour
•Style•*ashion•*ads
•7!n5$ut8•
Accepta%le ConsumerBehaviour
!n'luence More Expressive
Attitudes5Behaviour
•Style•*ashion•*ads
•7!n5$ut8•Accepta%le Consumer
Behaviour
$ther *amily
Mem%ers
$ther *amily
Mem%ers *riends*riends
Pre(adolescent Adolescent "eens $lder
SM 80.9046 "#%Consumer Behaviour
;eture utline
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SM 80.9046 Consumer Behaviour "#8
Consumers %s Soial Beings Culture 3 Su+ulture Cultural Changes Consumer Culture
verall Model o# ConsumerBehaviour
S!"#A"!$NSS$C!$(C#)"#&A)!N*)#ENCES
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SM 80.9046 Consumer Behaviour "#9
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluationand Selection
$utlet Selection
and Purchases
Postpurchase
Processes
S!"#A"!$NS
CultureSu%culture
emographics
Social Status
&e'erence +roups
*amily
Marketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earning
Memory
MotivesPersonality
Emotions
Attitudes
SE)*(C$NCEP"and
)!*ES",)E
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SM 80.9046 Consumer Behaviour "40
Cultur
&
Su(cultur
Culture
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SM 80.9046 Consumer Behaviour "41
What Is Culture? Wh- oes CultureMatter?
Components o# Culture
Cultural Changes
Meaning and Eature o#Culture
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SM 80.9046 Consumer Behaviour "4"
Culture onsists o# shared +lueprints orshemas +oth #or ation and #or
understanding. Cultural Categories
time" spae" nature" and the human ommunit-
Cultural /riniples values" norms" and +elie#s that allo* things to +e
grouped into ultural ategories" ran)ed" and interrela
ted
Mar)eting hallenge: aligning produts*ith ultural +lueprints" ategories" and
priniples.
Cultural 1atorsCultural 1ators
Shared Meanings
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SM 80.9046 Consumer Behaviour "4#
ConsumerBehaviourCulture
0)anguage etc13
Custom Norms
Belie's 4alues
Myths &ituals
Mar)eting andCultural Meanings
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SM 80.9046 Consumer Behaviour "44
Cultural
4 anin3s
4ar+ tin3
Communication
Cultural 5alues
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SM 80.9046 Consumer Behaviour "4$
Cultural values are those shared+roadl- aross a soiet-" valuesthat are onditioned at the soiet- l
evel and rein#ored and augmentedat suessive su+ultural levels. Instrumental values
shared +elie#s a+out ho* people should
+ehave and desired end states. erminal values
desira+le li#e goals
Cultural 5alues@ontinuedA
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SM 80.9046 Consumer Behaviour "46
5alueH%ttitudeHBehaviour(ierarh- a+strat values aet midrange attitudes
that led to spei2 onsumer +ehaviours
Consumer =thnoentrism pre#erene #or one’s o*n s-stem o#
tastes and pre#erenes over those o# another ultural group
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SM 80.9046 Consumer Behaviour "4%
Conspiuous onsumption a!uisition and visi+ilit- o# 7lu$ur-8
goods and servies to demonstrate
one’s a+ilit- to aord them Materialism
importane onsumer attahes to*orldl- possessions or onsumptionH+ased orientation to happiness see)ing
Cultural M-ths andS-m+ols
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SM 80.9046 Consumer Behaviour "48
M-th a stor- ontaining s-m+oli elements that e$press
shared emotions and ultural values" maintain soial order +- authoriing a soial ode
r+an ;egends stories passed +- *ord o# mouth that purport to
+e nearl- 2rst hand aounts o# real events" +ut are 2tions
Cultural S-m+ols o+Fets that represent +elie#s and values
Cultural <ituals
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SM 80.9046 Consumer Behaviour "49
<epetitive +ehavioural se!uenes a)enH#orHgranted sripts
=$hi+it ar+itrar- patterns Inorporate values Sustain soial onsensus Integrate interpersonal +ehaviours =$amples inlude entr-" e$it"grooming" support" possession" e$hange" divestment
Cultural <ituals@ontinuedA
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SM 80.9046 Consumer Behaviour "$0
=$hange <ituals (olida- gi#t giving
<ites o# passage ;i#e -les o# <ituals Jlo+al Consumption o#
<ituals
Juidelines #orCultural %*areness
id
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SM 80.9046 Consumer Behaviour "$1
iderot eet force that encourages an individual
to maintain a cultural consistency in
his!her complement of consumer go ods
Culture is adaptive and d-nami
Culture is an open s-stem it inuences and is inuenced by
changes in their environment
Cultural S-m+ols
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SM 80.9046 Consumer Behaviour "$"
Cultural s-m+ols areshared s-m+oli meanings.
Culture is re>eted in ores-m+ols.
Consumer goods o#ten+eome ore s-m+ols in aulture.
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SM 80.9046 Consumer Behaviour "$#
From Cultur
to
Su(cultur
Identi2ation *ith aSu+ulture /roduesni!ue Mar)et
Identi2ation *ith aSu+ulture /roduesni!ue Mar)et
h i
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SM 80.9046 Consumer Behaviour "$4
BehavioursBehaviours
!ndividuals
!denti'ication
/ith Core
Culture
!denti'ication
/ith a
Su%culture
Core Culture
4alues and
Norms
Su%culture
4alues and
Norms
Mass Market
Behaviours
#nique
Market
Behaviours
Consumptionand Cultural Changes
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SM 80.9046 Consumer Behaviour "$$
Consumption /atternsand /re#erenes
rends and Changes inConsumer Behaviour
Consumer Culture:
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SM 80.9046 Consumer Behaviour "$6
/opular,Media Culture Bod- Culture
Jlo+alised Culture /ostmodern Culture
1ragmented Culture
(-perreal Culture %esthetiised Culture
Jlo+aliation" Consumer Culture"and Cultural Creolisation
d
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SM 80.9046 Consumer Behaviour "$%
rends: Jlo+al spread o# +rands and
onsumption praties
Creolisation onsumption patterns that om+ine elementso# loal and #oreign onsumption traditions
Eostalgi e#ense ethnoentri onsumer reation against
glo+aliation" reFeting #oreign onsumption onsumption and values
1ragmented Culture
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SM 80.9046 Consumer Behaviour "$8
;ots o# small su+Hulture %gainst iderot =et? Mi$ 3 Math Culture 1ragmented Sel#
Consumer Cultureand Identities
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SM 80.9046 Consumer Behaviour "$9
Consumer Culture andJender
Consumer Culture andSe$ualit- Consumer Culture and
hainess
Consumer and Soial Class Consumer Culture and ???
Jender Imager-
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SM 80.9046 Consumer Behaviour "60
Cultural
Meaning Bod- Imager- %ttitudes
<elationship Jender and
et.
;eture utline
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SM 80.9046 Consumer Behaviour "61
Bu-ing eision /roess
Individual eision
verall Model o# ConsumerBehaviour
Experiences and Acquisition
S!"#A"!$NS
Pro%lem
S$C!$(C#)"#&A)!N*)#ENCES
CultureSu%culture
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SM 80.9046 Consumer Behaviour "6"
Experiences and Acquisition
Experiences and Acquisition
Needs
esires
Pro%lem
&ecognition
!n'ormation
Search
Alternative Evaluationand Selection
$utlet Selection
and Purchases
Postpurchase
Processes
S!"#A"!$NS
CultureSu%culture
emographics
Social Status
&e'erence +roups
*amily
Marketing Activities
PS,C-$)$+!CA) !N*)#ENCES
Perception
)earning
Memory
MotivesPersonality
Emotions
Attitudes
SE)*(C$NCEP"and
)!*ES",)E
/urhases
Consumers ma)e man- )inds o# purhase
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SM 80.9046 Consumer Behaviour "6#
Consumers ma)e man- )inds o# purhasedeisions he dierent t-pes o# purhase deisions
inlude: +asi purhase deision produt ategor- deision +rand purhase deision hannel purhase deision pa-ment deision
initial vs. repeat purhase deision /urhase deisions need not +e made in
the order indiated a+ove.
%re all purhase proesses
the same?
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SM 80.9046 Consumer Behaviour "64
5ar- +- Situation 5ar- +- /rodut
5ar- +- Consumer
es" indeed
%ll purhases are not thesame
Several #ators ma- aetthe +u-ingHdeision proess:
he prospet an *ithdra* at
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SM 80.9046 Consumer Behaviour "6$
he prospet an *ithdra* atan- stage.
Stages ma- overlap" and areli)el- to +e o# dierent lengths.
Consumers are o#ten involved inseveral +u-ing deisionssimultaneousl-.
he onsumer’s involvementlevel" the eort e$erted" an var-.
;evels o# Consumereision Ma)ing
Extensive Pro%lem
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Extensive Pro%lemSolving
)imited Pro%lem
Solving
&outinised &esponse
Behaviour
SM 80.9046 "66Consumer Behaviour
he Eature o# Situation
h i i
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SM 80.9046 Consumer Behaviour "6%
he CommuniationsSituation: he situation in *hih onsumers reeive in#ormation.
he /urhase Situation he sage Situation
he isposition Situation he <itual Situation
Situational In>uenes
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SM 80.9046 Consumer Behaviour "68
/h-sial Surroundings Hloation"dor" sounds" aromas" lighting"ro*ding..
Soial Surroundings H otherspresent,not
emporal /erspetives H time" da-"
season" sine last purhase" until pa-da-.
as) e2nitions H sel#,gi#t" *or),pla-
ConsumerCharateristis
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SM 80.9046 Consumer Behaviour "69
Culture and 5alues 1amil- ;i#eHC-le emographis /s-hographis
/ersonalit-" ;i#est-le"and Sel#HConept
;evels o# eisionMa)ing
I l t
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SM 80.9046 Consumer Behaviour "%0
Involvement: egree o# personal
relevane a produt or servie holds #or theonsumer.
/ereived <is) =$periene *ith /rodut
Categor-
1re!uen- o# /urhase Cognitive <esoures and ime
=ets o# Involvement
he higher involvement
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SM 80.9046 Consumer Behaviour "%1
he higher involvement"the greater ognitive eort more sensitive pereption more searh #or in#ormation e$tensive deision ma)ing
<esults in dierent stepsthrough the purhaseproess
Involvement and-pes o# eision Ma)ingInvolvement and-pes o# eision Ma)ing
Low-purchase "n!ol!ement Hih-purchase "n!ol!ement
Routinised Decision #akin Limited Decision #akin Extended Decision #akin
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'roblem reconition
Selecti!e
'roblem reconition
1eneric
'roblem reconition
1eneric
"n&ormation search
"nternal
Limited external
"n&ormation search
Limited internal
"n&ormation search
"nternal
External
Alternati!e e!aluation
,ew attributes
Simple decision rules
,ew alternati!es
Alternati!e e!aluation
#an$ attributes
(omplex decision rules
#an$ alternati!es
'urchase 'urchase 'urchase
'ostpurchase
No dissonance
Limited e!aluation
'ostpurchase
No dissonance
Ver$ limited e!aluation
'ostpurchase
Dissonance
(omplex e!aluation
SM 80.9046 "%"Consumer Behaviour
Wait a minute.
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SM 80.9046 Consumer Behaviour "%#
What a+out7Impulse
Bu-ing8?
/ro+lem <eognition
% onsumer’s inongruit- or
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SM 80.9046 Consumer Behaviour "%4
% onsumer s inongruit- ortension state resulting #rom variane +et*een an atual and a d
esiredstate o# aairs. /ro+lem reognition
and its assoiated
dissonane trigger+ehaviour.
Occurs Whenever the Consumer Sees a Significant DifferenceBetween His or Her Current State and Some Desired or Ideal
State.
/ro+lem <eognition
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(onsumer ’s "deal State
(onsumer ’s Actual State
$pportunity &ecognition$ccurs By;
Exposure to i''erent or
Better(Duality Products
Need &ecognition
$ccurs By;&unning $ut o' a Product
!nadequate ProductCreating Ne/
Needs
SM 80.9046 "%$Consumer Behaviour
Desired (onsumer Li&est$le
The wa$ the consumer would like to li!e and &eel
(urrent Situation
Temporar$ &actors a&&ectin theconsumer
%he $rocess o! $ro0lem'ecognition
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would like to li!e and &eel consumer
Desired StateThe condition the consumer
would like to be in at
this point in time
Actual StateThe condition the consumer
percei!es himsel& or hersel&
to be in at this point in time
Nature o& Discrepanc$Di&&erence between the consumer ’s desired and percei!ed conditions
Desired state
exceeds actual state
Actual state exceeds
desired stateNo di&&erence
Satis&action'roblem ReconisedSearch decision initiated
SM 80.9046 "%6Consumer Behaviour
In#ormation Searh
1amiliarising onesel# *ith
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SM 80.9046 Consumer Behaviour "%%
1amiliarising onesel# *ithourses o# ation availa+le to solve the pro+lem.
-pes o# searh: Internal Searh: <etrieving
relevant in#ormation#rom memor-
=$ternal Searh: See)ingin#ormation #rom e$ternalsoures
"n&ormation
Sources
In!ormation Sources !ora $urchase Decision
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Acti!el$
Ac9uired
'assi!el$
Ac9uired
Acti!el$
Ac9uired
Low-
in!ol!ement
Learnin
'ersonal
Experience
'ast
Searches"ndependent
1roups
'ersonal
(ontacts#arketer
"n&ormationExperiential
"nternal
"n&ormationExternal
"n&ormation
SM 80.9046 "%8Consumer Behaviour
0 &it
$ercei#ed Costs and )ene1ts o!Consumer Search 2uide Search
34ect
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Do the
expected
bene&its o&
externalsearch
exceed the
expected
costs:
N.
;ES
0ene&its
obtained,inancial
's$choloical
'h$sical
'roduct
Terminate
search e&&ort
(ontinue
search e&&ort
(osts o& search.ut-o&-pocket
expenses
's$choloical
TimeActi!ities missed
SM 80.9046 "%9Consumer Behaviour
A l l
A l t e r n a t i ! e s
A l l
A l t e r n a t i ! e s
3#aluation o!Alternati#es
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3 # o k e d S e t A c t i v e l y
C o n s i d e r e d
3 # o k e d S e t A c t i v e l y
C o n s i d e r e d
I n e r t S e t N o t E n t e r i n g
C o n s i d e r a t i o n
I n e r t S e t N o t E n t e r i n g
C o n s i d e r a t i o n
" n e p t S e t A w a r e o f , B u t W o u l d N o t B u y
" n e p t S e t A w a r e o f , B u t W o u l d N o t B u y
' e t r i e # a l
S e t
' e t r i e # a l
S e t
$ r o m i n e n t
$ r o d u c t s i n
3 n # i r o n m e n t
$ r o m i n e n t
$ r o d u c t s i n 3 n # i r o n m e n t
SM 80.9046 "80Consumer Behaviour
Alternati#e 3#aluation andSelection $rocess
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E!aluati!e
(riteria
"mportance
o& (riteria
Alternati!es(onsidered
3#aluation
o!Alternati#es on 3achCriterion
DecisionRules
Applied
Alternati!e
Selected
SM 80.9046 "81Consumer Behaviour
=valuative Criteria are the
$roduct Choice+Selecting Among
Alternati#es
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SM 80.9046 Consumer Behaviour "8"
=valuative Criteria are thedimensions used to Fudge themerits o# ompeting options.
he attri+utes atuall- used todierentiate among hoies are eterminant %ttri+utes.
Mar)eters an eduate onsumersa+out a ne* deision riterion.
Con5uncti#e+ Select 0rands that surpass a
Decision 'ulesUsed 0y Consumers
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SM 80.9046 Consumer Behaviour "8#
Con5uncti#e+ Se ec 0 a ds a su pass a
minimum le#el on each rele#ant e#aluati#ecriterion,
Dis5uncti#e+Select 0rands that surpass asatis!actory le#el on any rele#ant e#aluati#ecriterion,
3limination()y(Aspects+ 'ank the
e#aluati#e criteria in terms o! importance andesta0lish satis!actory le#els !or each, Start withthe most important attri0ute and eliminate all0rands that do not meet the satis!actory le#el,
Le6icographic+ 'ank the e#aluati#e criteria
Decision 'ulesUsed 0y Consumers 8cont,9
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SM 80.9046 Consumer Behaviour "84
Le6icographic+in terms o! importance, Start with the mostimportant criterion and select the 0rand thatscores highest on that dimension, I! two or
more 0rands tie7 continue through theattri0utes in order o! importance until one o!the remaining 0rands outper!orms the others,
Compensatory+ Select the 0rand that
pro#ides the highest total score when theper!ormance ratings !or all the rele#antattri0utes are added 8with or withoutimportance weights9 together !or each 0rand,
' r o d u c t
S i n a l
' r o d u c t
S i n a l
( o u n t r $
o & . r i i n
( o u n t r $
o & . r i i n
Heuristics are Mental Rules-of-ThumbThat Lead to a Speedy Decision.
euristics
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CommonHeuristics
' r i c e 5 < u a l i t $
R e l a t i o n s h i p ' r i c e 5 < u a l i t $
R e l a t i o n s h i p
0 r a n d
L o $ a l t $ 0 r a n d
L o $ a l t $
((
# a r k e t
0 e l i e & s # a r k e t
0 e l i e & s
0 r a n d
N a m e s 0 r a n d
N a m e s
R e t a i l
. u t l e t s R e t a i l
. u t l e t s
SM 80.9046 "8$Consumer Behaviour
Am0ient
Store Atmosphere Indi#idual Characteristics
'esponse
Store Atmosphereand Shopper )eha#iour
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Am0ientConditions
Temperature Air 9ualit$
Noise #usic .dour
$hysical
ConditionsLa$out E9uipment (olors
,urnishins Space
SocialConditions
(ustomer (haracteristics
Number o& (ustomers Sales ,orce (haracteristics
Sym0olsSins '-.-' Displa$s
Decor St$le
Sales$ersonnel(areer ob6ecti!es Trainin 'ersonal
Situation Social (lass Stae in ,L(
ConsumersLi&est$le Shoppin.rientation Staein ,L( Situation
ConsumersEn6o$ment Time in Store
"tems Examined "n&ormation Ac9uired
'urchases Satis&action
Sales$ersonnel
#ood E&&ort (ommitment Attitude
/nowlede Skill
SM 80.9046 "86Consumer Behaviour
Displa$s
In(Store In:uences that ImpactAlternati#e 3#aluation and
$urchase
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Alternati!e
E!aluation
'rice
Reductions
Sales
'ersonnel
Stockouts
Store
La$out
Modi!y
Intended$urchase)eha#iou
r
SM 80.9046 "8%Consumer Behaviour
/ostHpurhaseConsiderations
1eelings o# satis#ation or
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SM 80.9046 Consumer Behaviour "88
gdissatis#ation due to produtper#ormane are natural outomes.
istinguish +et*een: Instrumental per#ormane: he utilitarian
per#ormane o# the produt =$pressive /er#ormane: he soial or
ps-hologial aspets o# the produt
Satis#ation is a #untion o#e$petations rather than o# atualprodut per#ormane.
Nonuse'ostpurchaseDissonance
'urchase
$ost(purchase Consumer)eha#iour
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Nonuse
(ompliant
0eha!iour
'roduct
Disposal
Dissonance
(ommitted
(ustomers
Repeat
'urchases
"ncreased
+se
0rand
Switchin
Discontinued
+se
+sae
E!aluation
Satis&action
SM 80.9046 "89Consumer Behaviour
$roduct
1 t id & it
$roduct DispositionAlternati#es
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2et rid o! itpermanently
1et rid o& ittemporaril$
-eep it
Con#ert it
to ser#enewpurpose
+se it toser!e
oriinalpurpose
Store it Loan itRent it
Rec$cleit
Throw itawa$
1i!e itawa$
Trade it Sell it
To be)re*sold
To beused
Tomiddleman
Throuhmiddleman
Direct toconsumer
SM 80.9046 "90Consumer Behaviour
Committed Customers
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(ommitted(ustomers
SM 80.9046 "91Consumer Behaviour
Dissatis&action
Dissatis!action 'esponses
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Take action%ake noaction
Less &a!ourableattitude
(omplain topri!ate or
o!ernment
aencies
"nitiate
leal
action
2arn
&riends
Stop bu$in
that brand
or store
(omplain to
store or
manu&acturer
SM 80.9046 "9"Consumer Behaviour
(o* do Consumers Gudge Satis#ation?
=$petations: antiipation or preditions o##uture events
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SM 80.9046 Consumer Behaviour "9#
#uture events. =$petan-Hison2rmation Model o#
Satis#ation:
dison2rmation o# preHonsumption e$petations isthe )e- in>uene on onsumer satis#ation. /ositive dison2rmation: per#ormanes e$eed
e$petations negative dison2rmation: e$petations are not met
Ceiling >oor eet: 5er- high e$petations @eilingA are more li)el- to
result in negative dison2rmation and ver- lo* e$petations @>oorA in positive dison2rmation.
% Simpli2ed =$petan-Hison2rmation 1rame*or)
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SM 80.9046 "94Consumer Behaviour
(o* do Consumers Gudge Satis#ation?
Soures o# e$petations inlude:
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SM 80.9046 Consumer Behaviour "9$
memories o# past e$perienes" *ordHo#Hmouthommuniations" third part- in#ormation" ultural milieu.
=$petations var- in a+stratness"omple$it-" aessi+ilit-. ative e$petations passive e$petations
Satis#ation is a proess e$tending
aross the entire onsumptione$periene.
esires asa Satis#ation Standard
esires model o# satis#ation
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SM 80.9046 Consumer Behaviour "96
Satis#ation is a #untion o# theonsumer’s assessment o# the degree to *hih a produt meets or e$eeds his
or her desires" the outome +eing alled desires ongruen-
esires are levels o# produts’ attri+utes and +ene2ts that a onsumer
+elieves *ill lead to" or are onneted *ith" higherHlevel values.
1airnessas a Satis#ation Standard
1airness
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SM 80.9046 Consumer Behaviour "9%
/ereptions o# #airness aet onsumers’ satis#ation
(omans’s rule o# Fustie prolaimsparties’ re*ards in e$hanges *ith othersshould +e proportional to their investments @or lossesA
hree dimensions o# #airness and
satis#ation, dissatis#ation istri+utional #airness proedural #airness interational #airness
Satisfaction 4ana3ement
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SM 80.9046 Consumer Behaviour "98
* n d
to mana3
our custom rs1
'p ctations!
;eture utline
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SM 80.9046 Consumer Behaviour "99
Jroup Bu-ing eision
Jroup Bu-ingeision
/urhase <oles
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SM 80.9046 Consumer Behaviour #00
/urhase <oles -pes o# /urhase
-nami o# Jroup eision
Jroup /urhase <oles
Initiator@sA
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SM 80.9046 Consumer Behaviour #01
@ A In#ormation Jatherer@sA
In>uener@sA eision Ma)er@sA /urhaser@sA ser@sA
Types of Purchase
Ee*Htas) Bu-ing @the most diult and
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SM 80.9046 Consumer Behaviour #0"
- gomple$ +u-ing situationA" *hih is the2rstHtime purhase o# a maFor produt.
Straight <e+u-. his is a routine" lo*Hinvolvement purhase. Modi2ed <e+u-. he +u-ing situation
is some*here +et*een the other t*o in
terms o#: he time and people involved" thein#ormation needed" and the loation o#+u-ing authorit-.
-namis o# Jroupeision Ma)ing
SomeoneH
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SM 80.9046 Consumer Behaviour #0#
ominated Goint
=!ual S-nretism
%utonomi Solitar- nilateral
1ators %eting /urhase<oles
Culture 3 Su+ulture
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SM 80.9046 Consumer Behaviour #04
Culture 3 Su+ultureeterminants
<ole Speialisation Involvement /ersonal Charateristis
Con>it <esolution
Bargaining
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SM 80.9046 Consumer Behaviour #0$
g g Impression Management
se o# %uthorit- <easoning /la-ing on =motion %dditional In#ormation
Session ': ;etureutline
Impulsive Bu-ing Behaviour
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SM 80.9046 Consumer Behaviour #06
Consumer 1antasies" 1eeling and1un
ar) Side o# the Consumer Consumer %+use 3 Critial
Mar)eting Mar)eting =this 3 /u+li /oli- Consumer <esearh 3 =this
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SM 80.9046 Consumer Behaviour #0%
.mpuls %u)in3
Impulse /urhases
Impulse purhases our *hen onsumerse$periene a sudden o#ten po*er#ul and persis
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SM 80.9046 Consumer Behaviour #08
e$periene a sudden" o#ten po*er#ul" and persistent emotional urge to +u- immediatel-.
Impulse purhases also entail a sudden mental
math +et*een the meaning o# a produt and aonsumer’s sel#Honept.
Impulse purhases do not on#orm to eonomiman or deisionHma)ing man perspetives.
he impulse to +u- is hedoni @pleasureHsee)ingA.In some ases" impulse purhase +ehaviour is ompulsive and represents a 7dar)side8 o# onsumer +ehaviour.
Sel#HJi#ts
In sel#Hgi#ts" onsumers give to themselves. Sel# gi#ting o#ten ours in in the onte$t o#
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SM 80.9046 Consumer Behaviour #09
Sel#Hgi#ting o#ten ours in in the onte$t o#personal aomplishment" distress" orholida- oasion.
*o t-pes o# sel#Hgi#t e$perienes arere*ard and therapeuti sel#Hgi#ts.
Sel#Hgi#ts are a #orm o# personal" s-m+olisel#Hommuniation.
In terms o# outomes" sel#Hgi#ting anpositivel- enhane sel#Honept" onsisten-" or esteem.
he ar) Side o#Consumer Behaviour
%dditive Consumptioni +li
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SM 80.9046 Consumer Behaviour #10
Cigarette" Jam+ling" Internet" et. Compulsive Consumption
Born to Shop" Shopaholi Illegal %tivities
Consumer he#t Consumption o# Counter#eit /roduts Illegal Consumption: /rostituted"
Stolen
Consumers
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SM 80.9046 Consumer Behaviour #11
Consumers
&
4ar+eters
Critial Mar)eting
Customer Satis#ation 5S.
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SM 80.9046 Consumer Behaviour #1"
Customer Satis#ation 5S.Customer Sedution?
Customer <elationship 5S.Customer Captivit-?
.???
4ar+ tin3 $thics
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SM 80.9046 Consumer Behaviour #1#
*hat is it
an)a)
/u(lic /olic)
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SM 80.9046 Consumer Behaviour #14
2o Consum rs
5 d to %
/rot ct d
Consumer <esearh
raditional 5ie*
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SM 80.9046 Consumer Behaviour #1$
%lternative 5ie* Inredulit- to*ard
Metanarratives Weloming /luralism
Sensitive to the ther eHentring (uman Su+Fet
Eote
here is no limit to the
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SM 80.9046 Consumer Behaviour #16
*a-s in *hih the
*orld an +einterpreted.
Consumer <esearh=this
(o* #ar an *e go to stud-
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(o* #ar an *e go to stud-onsumer +ehaviour?
Consumer /riva-
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