marketing management consumer behavior i paul dishman, ph.d. department of business management...
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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
Paul Dishman, Ph.D.
Marketing Management
“Blackbox” model of CB
Environmental Stimuli
Marketing Stimuli
ResponseIndividual
Characteristics &Decision Processes
Paul Dishman, Ph.D.
Marketing Management
How do consumers make decisions?
• Economic Man Theory
• Hedonistic Man Theory
• Pavlovian Theory
Paul Dishman, Ph.D.
Marketing Management
Purchase Behavior
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
Paul Dishman, Ph.D.
Marketing Management
Psychological Factors
• Perceptions: biases and blind spots
• Beliefs, attitudes, and learning
• Positive reinforcement (next class)
• Motivation
Paul Dishman, Ph.D.
Marketing Management
Motivation: MaslowMotivation: Maslow
Physiological
Safety
Social
Esteem
Self-Actualization
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
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%
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
Paul Dishman, Ph.D.
Marketing Management
Simple ModelSimple Model
MarketingStimuli
OtherStimuli
BuyerCharacteristics
BuyingDecision
BuyerResponse
Paul Dishman, Ph.D.
Marketing Management
ExerciseExercise
• Take out a piece of paper
• Please answer the following questions
Paul Dishman, Ph.D.
Marketing Management
#1#1
• Are you the person responsible for purchasing laundry detergent in your household?
Yes No
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?
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
Paul Dishman, Ph.D.
Marketing Management
#4#4
• What other brands of laundry detergent might you consider purchasing, and why?
Paul Dishman, Ph.D.
Marketing Management
• In your opinion, what is the most important feature for a laundry detergent?
#5#5
Paul Dishman, Ph.D.
Marketing Management
Exercise: Create ModelExercise: Create Model
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
?
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
Paul Dishman, Ph.D.
Marketing Management
For next class
• Read article “From Choices to Checkout...”
• Bring taste-test materials