Download - Marketing Management Consumer Behavior I
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Marketing Management
Consumer Behavior I
Paul Dishman, Ph.D.Department of Business Management
Marriott School of Management
Brigham Young University
Lecture 7
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Paul Dishman, Ph.D.
Marketing Management
The Nature of Consumer Behavior
There is only one boss--the customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else. --Sam Walton
Listen to the whispers and you won’t have to hear the screams.
--Cherokee saying
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Paul Dishman, Ph.D.
Marketing Management
“Blackbox” model of CB
Environmental Stimuli
Marketing Stimuli
ResponseIndividual
Characteristics &Decision Processes
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Paul Dishman, Ph.D.
Marketing Management
How do consumers make decisions?
• Economic Man Theory
• Hedonistic Man Theory
• Pavlovian Theory
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Paul Dishman, Ph.D.
Marketing Management
Purchase Behavior
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Paul Dishman, Ph.D.
Marketing Management
Stages in Buying Behavior
Awareness need recognition
Interest information search
Evaluation evaluation of alternatives
Trial purchase decision
Adoption postpurchase behavior
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Paul Dishman, Ph.D.
Marketing Management
Psychological Factors
• Perceptions: biases and blind spots
• Beliefs, attitudes, and learning
• Motivation
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Paul Dishman, Ph.D.
Marketing Management
Motivation: MaslowMotivation: Maslow
Physiological
Safety
Social
Esteem
Self-Actualization
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Paul Dishman, Ph.D.
Marketing Management
ActualizersActualizersPsychographics:VALS 2
Psychographics:VALS 2
Principle Oriented Status Oriented Action Oriented
AchieversAchievers
StrugglersStrugglers
StriversStrivers
FulfilledsFulfilleds
BelieversBelievers
ExperiencersExperiencers
MakersMakers
Abundant ResourcesAbundant Resources
Minimal ResourcesMinimal Resources
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Paul Dishman, Ph.D.
Marketing Management
Time of Adoption of Innovations
Innovators
2.5 %
Early Adopters
13.5 %
Early Majority
34%
Late Majority
34%
Laggards
16%
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Paul Dishman, Ph.D.
Marketing Management
Important Attributes in BuyingImportant Attributes in Buying
• Convenience– (most important attribute to a
consumer?)
• Price
• Dependability– quality of product
• Investment
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Paul Dishman, Ph.D.
Marketing Management
Simple ModelSimple Model
MarketingStimuli
OtherStimuli
BuyerCharacteristics
BuyingDecision
BuyerResponse
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Paul Dishman, Ph.D.
Marketing Management
ExerciseExercise
• Take out a piece of paper
• Please answer the following questions
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Paul Dishman, Ph.D.
Marketing Management
#1#1
• Are you the person responsible for purchasing laundry detergent in your household?
Yes No
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Paul Dishman, Ph.D.
Marketing Management
#2#2
• If YES to above, list the name of a laundry detergent that you purchase on a regular basis
• If NO to above, what is the name of the first laundry detergent brand that comes to mind?
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Paul Dishman, Ph.D.
Marketing Management
#3#3
• If YES to #1, list the reason(s) that you purchase this brand
• If NO to #1, list the reason(s) that you think the brand you thought of is so popular
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Paul Dishman, Ph.D.
Marketing Management
#4#4
• What other brands of laundry detergent might you consider purchasing, and why?
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Paul Dishman, Ph.D.
Marketing Management
• In your opinion, what is the most important feature for a laundry detergent?
#5#5
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Paul Dishman, Ph.D.
Marketing Management
Exercise: Create ModelExercise: Create Model
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Paul Dishman, Ph.D.
Marketing Management
Possible CB Model
How could they usethis information?
Evoked Setof Brands
Price
PurchasePriority
DecisionType
Family orSurrogateInfluence
SalientFeatures/Benefits
Availability
PurchaseDecision
Why would this be important to
?
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Paul Dishman, Ph.D.
Marketing Management
Importance of UnderstandingBuyer Behavior
• Construct model to help understand your buyers’ decision process
• Find influences and influencers• Determine influential methods
– leverage costs by maximum effectiveness
• Determine reinforcement points• Evaluate