by consumer behavior how and why people buy t^r^l & f^r@z

Upload: viral-mandaliya

Post on 30-May-2018

218 views

Category:

Documents


0 download

TRANSCRIPT

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    1/50

    CHAPTER 5Consumer Behavior:

    How and Why

    People Buy

    M A R K E T I N GReal People, Real Choices

    Fourth Edition

    Michael R. Solomon Greg W. Marshall Elnora W. Stuart

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    2/50

    5-2

    Chapter Objectives_1

    Define consumer behavior and explain

    the reasons why consumers buy what

    they buy

    Explain the prepurchase, purchase, and

    postpurchase activities consumers

    engage in when making decisions

    Describe how internal factors influenceconsumers decision-making processes

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    3/50

    5-3

    Chapter Objectives _2

    Understand how situational factors atthe time and place of purchase may

    influence consumer behavior

    Describe how consumers relationshipswith other people influence their

    decision-making process

    Understand how the Internet offersconsumers opportunities for consumer-

    to-consumer marketing

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    4/50

    5-4

    Consumer Behavior

    The process individuals and groups go

    through to select, purchase, or use

    goods, services, ideas, or experiences

    to satisfy their needs and desires

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    5/50

    5-5

    Figure 5.1: The Consumer Decision-

    Making Process

    Problem Recognition

    Information Search

    Evaluation of Alternatives

    Product Choice

    Postpurchase Evaluation

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    6/50

    5-6

    Figure 5.2: EPS versus HDM

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    7/50

    5-7

    Minolta Copier

    This ad seeksto ease

    perceived risk

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    8/50

    5-8

    Problem Recognition

    Occurs whenever a consumer

    recognizes a difference between the

    current state and the ideal or desired

    state Internal cues

    External cues

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    9/50

    5-9

    Information Search

    Personal

    Experience

    Knowledge

    Friends

    AdvertisingWeb sites

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    10/50

    5-10

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    11/50

    5-11

    Evaluation of Alternatives

    Identify consideration set

    Narrow list and compare pros and cons

    Use evaluative criteria to decide among

    remaining choices

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    12/50

    5-12

    Epinions.com

    Web sites like thisone help

    consumers in the

    evaluation of

    alternatives stage

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    13/50

    5-13

    GM

    GM attempts to persuade consumers thatmaking the decision to buy a GM-certified

    used vehicle is a good decision

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    14/50

    5-14

    Product Choice

    People may ultimately make the choicebased on heuristics

    Heuristics represent rules of thumb

    brand loyalty country of origin

    liking

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    15/50

    5-15

    Postpurchase Evaluation

    How good a choice was it?

    Customer satisfaction/dissatisfaction

    Ultimately affects future decisions and

    word-of-mouth communication

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    16/50

    5-16

    Figure 5.4: Influences on Decision Making

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    17/50

    5-17

    Internal Influences

    Perception

    Motivation

    Learning

    Attitudes

    PersonalityAge

    Lifestyle

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    18/50

    5-18

    Perception

    Process by which people select, organize,

    and interpret information

    Exposure Attention Interpretation

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    19/50

    5-19

    Pepsi

    This ad embeds

    images in the ad toaffect perception

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    20/50

    5-20

    Motivation

    Motivation is an internal state that drives

    us to satisfy needs

    Once we activate a need, a state of

    tension exists that drives the consumerto some goal that will reduce this

    tension and eliminate the need

    Consequently, only unmet needsmotivate

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    21/50

    5-21

    Figure 5.5: Maslows Hierarchy of Needs

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    22/50

    5-22

    Learning

    Learning is a change in behavior

    caused by information or experience

    Behavior

    Learning

    Cognitive

    Learning

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    23/50

    5-23

    Observation Learning

    Companies desire

    observationallearning when they

    use endorsers

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    24/50

    5-24

    Attitudes

    An attitude is a lasting evaluation of aperson, object, or issue

    3 components of attitudes

    Affect

    Cognition Behavior

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    25/50

    5-25

    Personality

    Innovativeness

    Self-confidence

    Sociability

    Materialism

    Need for Cognition

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    26/50

    5-26

    Allen Edmonds

    Some marketers

    believe we choose

    products thatexpress our

    personalities

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    27/50

    5-27

    Are you what you buy? Does your personality

    match the personality of the brands you

    purchase?

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    28/50

    5-28

    Age Groups

    Children

    Teens

    Young Adults

    Middle-aged

    Elderly

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    29/50

    5-29

    Holland America

    Products like

    luxury cruises to

    exotic locales

    often target olderconsumers who

    are retired and

    have the time

    and money forexpensive travel

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    30/50

    5-30

    Family Life Cycle

    Related to age groups, our purchasesalso depend on our current position in

    the family life cycle

    stages through which family memberspass as they grow older

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    31/50

    5-31

    Lifestyles

    A lifestyle is a pattern of living thatdetermines how people choose to spend

    their time, money, and energy and reflects

    their values, tastes, and preferences Expressed through preferences for sports

    activities, music interests, and political

    opinions

    Psychographics is the segmentation tool

    used to group consumers according to AIOs

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    32/50

    5-32

    SRIs VALS Descriptions

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    33/50

    5-33

    Situational Influences

    Physical

    EnvironmentTime

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    34/50

    5-34

    Place-based Media

    Place-based

    media offers a

    way to reachconsumers

    when they are

    a captive

    audience

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    35/50

    5-35

    Social Influences

    Culture and Subcultures

    Social Class

    Group Behavior and Reference Groups

    Opinion Leaders

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    36/50

    5-36

    Cultures and Subcultures

    Culture is the values, beliefs, customs,and tastes produced and valued by a

    group of people

    A subculture is a group coexisting withother groups in a larger culture whose

    members share a distinctive set of

    beliefs or characteristics

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    37/50

    5-37

    Table 5.1: Ideas of Success

    Baby Boomer Women (born 1946-1964) Home life and being with friends and family

    are of utmost importance. Work is just amonetary thing.

    Im starting to demand a certain quality ofrelationships.

    Generation X Men (born 1965-1976)

    The main goal is being at peace with myself.

    I want to make sure that I have a job I enjoy, apersonal life, and the opportunity to enjoythings outside of work.

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    38/50

    5-38

    Sprite targets a specific subculture

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    39/50

    5-39

    Enrique Inglesias

    Music crossovers

    give mainstreammusic Hispanic flavor

    Video: HowReebok reaches

    the youth culture

    through Hip Hop

    music

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    40/50

    5-40

    Social Class

    Social class is the overall rank of peoplein a society

    People in the same class tend to have

    similar occupations, similar incomelevels, share common tastes in clothes,

    decorating styles, and leisure activities.

    They may share political and religious

    beliefs.

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    41/50

    5-41

    Group Memberships

    A reference group is a set of people a

    consumer wants to please or imitate

    The group can be composed of one

    person, a few people, or many people.They may be people you know or dont

    know.

    Conformity is at work when people changeas a reaction to real or imagined group

    pressure

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    42/50

    5-42

    Sex Roles

    Cool

    Shoppin

    Barbie

    reinforces

    sex roles

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    43/50

    5-43

    Challenging Sex Roles

    This German

    ad for Schick

    razors challenges

    sex roleexpectations:

    They are men!

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    44/50

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    45/50

    5-45

    Consumer-to-Consumer E-Commerce

    Communications and purchases that occuramong individuals without directly involving

    the manufacturer or retailer

    Virtual Communities

    Multi-UserDungeons (MUDs)

    Rooms, Rings, Lists

    Boards

    Auction sites Product Rating sites

    Protest sites

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    46/50

    5-46

    Online Communities

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    47/50

    5-47

    Disgruntled BK Employee

    A former

    Burger King

    employeecreated this

    protest site

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    48/50

    5-48

    Issues for Discussion_1

    What are some big cultural ordemographic trends that may affectmarketing for the following products?

    Housing Magazines

    Education

    Telecommunications

    Travel and tourism

    Automobiles

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    49/50

    5-49

    Issues for Discussion_2

    What are the core values of yourculture? What subcultures are you amember of? What distinctive beliefs,characteristics, or experiences are a

    part of the subcultures?

    Does conformity from reference groupsexert a positive or negative influence on

    consumers? With what types ofproducts is conformity more likely tooccur?

  • 8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z

    50/50

    5 50

    Issues for Discussion_3

    What do you think the future of C2C e-commerce is? How will it affect

    traditional marketing firms?

    How would you describe the decisionprocess for impulse products placed

    near a stores checkout area?

    What are some ways you think sexroles differ in different countries? What

    are the implications for marketers?