chapter iihiuh

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@Ashoka Business School, Nahsik

Nilesh Chhallare

Chapter II : Influences on the

Consumer

Influences on the Consumer Consumer needs, motives

positive and negative motivation

rational versus emotional motives.

Consumer relevant reference groups opinion leaders- family decisions making and consumption relatedroles - family life cycle

social class and consumer behaviour - influence ofculture on consumer behaviour- cross cultural context.

Diffusion of innovations: the diffusion process theadoption process - consumer innovativeness and

personality traits.

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Consumer needs

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Human needsconsumer needs are the basis of all

modern marketing.

Needs are the essence of the marketing concept.

The key to a companys survival, profitability, and

growth in a highly competitive marketing environment is

its ability to identify and satisfy unfulfilled consumer

needsbetter and sooner than the competition.

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Maslows Hierarchy of Needs

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1. Physiological

2. Safety

3. Social

4. Esteem

5. Self actualization

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Types of Needs

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Innate Needs

Physiological (or biogenic) needs that are considered

primary needs or motives

Acquired Needs

Learned in response to our culture or environment. Are

generally psychological and considered secondary needs

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Innate needs are physiological orbiogenic, and

include food, water, air, clothing, shelter, and sex.

These needs (innate) are considered primary needs or

motives.

Types of Needs

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Acquired needs are needs that we learn in response to

our culture or environment and include the need for

self-esteem, prestige, affection, power, and learning.

Because acquired needs are generally psychological (i.e.,

psychogenic), they are considered secondary needs or

motives.

They result from the individuals subjective

psychological state and from relationships with others.

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Motive

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A construct representing an unobservable force that

stimulates and compels a behavioral response and

provides specific direction to that response.

Motivation is produced by a state of tension, by

having a need which is unfulfilled. Consumers want to

fulfill these needs and reduce the state of tension.

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Model of the Motivation Process

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Motivation

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Positive Vs Negative Motivation

Rational Vs Emotional motivation

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Reference

Group

A person or groupthat serves as a point

of comparison (or

reference) for an

individual in the

formation of either

general or specific

values, attitudes, or

behavior.

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Defining Reference Group

Two or more people who interact to accomplish

either individual or mutual goals

A membership group is one to which a person either

belongs or would qualify for membership

A symbolic group is one in which an individual is

not likely to receive membership despite acting like a

member

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Classification of Reference Group

Normative Reference Groups

Comparative Reference Groups

Direct Reference Group

Indirect Reference Group

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Normative Reference Groups

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A group that influences the general values or behaviour

of an individual.

An example of a childs normative reference group is

the immediate family, which is likely to play an

important role in molding the childs general consumer

values and behaviour.

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Comparative Reference Groups

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Reference group serving as benchmarks for specific or

narrowly defines attitude s or behavior are called

comparative reference group

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Direct & Indirect Reference Group

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Direct Reference Group are those groups with which a

person interacted on a direct basis

Indirect Reference Group are those groups with whom

a person dose not have direct face-to-face contact.

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Factors that affect RG influence

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Information and Experience

Credibility, attractiveness and power of the RG

Conspicuousness of the product

Conformity

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Major Consumer Reference Group

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Consumer relevant reference groups

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Friendship groups

(informal- unstructured- lack specific authority)

Shopping groups

social motive- to help to reduce the risk in decision

making

Work groups

Virtual Groups or Communities

Brand Communities

Consumer Action groups

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Celebrity & Other Reference groups

appeals

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Celebrities

The expert

The Common man

The executive & employee spokesperson

Trade or spoke character

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Celebrities (Types of appeals)

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Testimonials : Based on personal usage attestation

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Endorsement : celeb lends his or her name and

appears on behalf of a product or serves with which he

or she may or may not be an expert


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Actor : Celeb presents a product or service as a part of

character endorsement


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Spokesperson : Celeb represents the brand or a

company over an extended period of time


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Importance of

Celebrity

Characteristic

s According to

Product Types

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The expert

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A person who, because of his occupation , special

training, or experience , is in unique position to help

the prospective consumer evaluate the product or

services that the advert promotes

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The common man

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Testimonial and satisfied customers

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The Executive & Employee

spokesperson

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Trade or spokes character

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Presents idealized image and dispense information that

can be very important for the product or service that

they work for

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Opinion Leadership & Opinion

leaders

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Opinion leadership is a process by which one

person informally influences the actions or attitude

of others, who may be opinion seeker or opinion

recipient.

It is interpersonal & informal

Takes place in between two or more people

None of whom represents a commercial selling source

that would gain directly from the sale of something

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Defining Opinion Leadership

We seek advice in their respective area of expertiseform such people around us whom we perceive asexperts in one thing or the other

Such people are known as Opinion Leaders andpeople seeking advice are known as Opinion Seekers

A social word-of-mouth communication between theopinion giver and opinion seeker

Opinion leadership takes place under 3 situations

When an individual actively seeks advice fromothers

When an individual voluntarily providesinformation to others

When information is generated in the course of normal interactions of a rou

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Dynamics of Opinion Leadership

Credibility

Positive and negative product information

- Favorable & unfavorable information adds to their credibility.

Information and Advice

- Brand- Product- service

Category-specific.- Specialization

Two-way Communication

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The Motivation behind Opinion Leadership

Opinion Leader

Self-involvement

Product-involvement

Social-involvement

Message-involvement

Opinion Seeker and Receiver

Reduction in perceived risk associated with productpurchase

Reduction of searching for information

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family decisions making and consumption

related roles

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Family

Changing nature of family

Socialization of family members

Functions of family

Family decision making

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Defining Family

Two or more persons related by blood, marriage or

adoption who reside together constitute a family

A Household A housing unit shared by persons who

are either related or unrelated to each other

A Housing Unit A house, apartment or even shared,

single, rented room, occupied by students

A Family Household A husband, wife and children

Non-family Household A group of working

bachelors or students living together

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Types of Family Structures

Married Couple

Nuclear Family

Extended Family

Joint Family

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Nontraditional Households Room mates

Unmarried couples

Single-parent households (Single parent with at leastone child)

Single person households (unmarried, divorced orwidower)

Voluntary childless couples (couples who voluntarilychoose not to have a child)

Stay-at-home dads

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Pets as Family Members

Pets are inseparable part of the family

Family have high emotional attachment with them

Consume huge amount of money spent on food,

exercise, equipment, medicines, hygiene products and

pet care center

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Role of Family

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Economic Well-being

Emotional Support

Family Lifestyle

Consumer Socialization A process by which young people acquire skills, knowledge and

attitudes relevant to their functioning as consumers in the market-place

Types of Parents Authoritarian

Indulgent

Socialization Approach Instrumental Training

Modeling

Mediation

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A series of Predictable Stages

A progression of stages through which many Family

members pass

It is a composite variable created by systematically

combining demographic variables as Marital Status, Size

of Family, Age of Family members & Employment

Status

Helps to understand the behavior of consumers at variousstages of their lives so as to effectively design the right

Marketing Strategy

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Family Life Cycle

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Five Basic Stages :

Bachelorhood : Young Single Adult living alone

Honeymooners : Young Married Couples with no children

Parenthood :Married Couples with at least one child

Post parent Hood: Older Married Couple with no children athome

Dissolution: One Surviving Spouse

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Family Life Cycle

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Family Life Cycle

Stage One: Bachelor Hood:

Single Working Men/Women

Two Groups:

Living with Parents:

Entertainment, Clothes & Personal Care

Living Independently:

Rent, Home Furnishings, Automobile , Clothes & accessories

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Stage Two: Honeymooners :

Post Marriage before Kids

Lifestyle shifts to Joint Lifestyle

Joint Decisions & Shared Roles

Savings, Household Furnishings, Major Appliances and host of

utensils and accessory items

Movie Tickets, Expensive Cloths and outings

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Family Life Cycle

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Family Life Cycle Stage Three: Parenthood:

Changes in Lifestyle after addition of child

Three Stages:

Full Nest I: Immediately after birth of child

New Purchase in areas of Baby Clothes, Furniture, Food and

Health Care Products

Full Nest II: Improved Financial Position of Family

Better Buying Experiences Relatively Low Influence of

Advertising

Full Nest III:

Children Start getting employed

High Expenditure for Durable Goods, New Furniture, Luxury

Appliances and Cars

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Family Life Cycle

Stage Four: Post Parent Hood:

Children Leave homes

Empty Nest I: Satisfactory Financial Position

Leisure Time, Frequent Traveling, Vacations & Gifts

Empty Nest II: Low Income

Medical Care, Health Product a& basic necessities

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Family Life Cycle

Stage Five : Dissolution Stage :

Death of one Spouse

Simple Pattern of living and very economical

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Marketing Applications

Understand the Differences in consumption Patterns ofdifferent households

Develop Product & Promotional Strategies withrecognition of changing roles & responsibilities

Use Concept of Family Life Cycle as a basis forSegmenting the Markets

Target Products & Services Properly for Family Roles inDecision making

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social class and consumer behaviour

Social Class :Social Class : The division of members of asociety into a hierarchy of distinct status classes, so

that members of each class have either higher or

lower status than members of other classes.

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Characteristics of Social Class

Is hierarchical

Is a natural form of segmentation

Provides a frame of reference for consumer

behaviour

Reflects a persons relative social status

individuals can up or down the social class

hierarchy

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Social Class and Social Status

Status is frequently thought of as the relativerankings of members of each social class

wealth

power

prestige

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Social Comparison Theory

states that individuals compare their own possessions

against those of others to determine their relative social

standing.

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Social Classes in India

At time of Independence The upper class The lower class

Modern India Upper 1% Upper middle - 6% Middle middle - 7% Lower middle 10% Lower more than 75%

Indian Youth Balancing lot

Money maniacs Desi youth Cool guys Repressed souls

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Social Class Mobility Upward mobility

Downward mobility

Society

Open

Close

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Social Class Measurement

Problems with Measurement of Social Class

Change in demographics and family structure

People with Highly different background, education and

occupation cant put in a certain hierarchy

People under pressure to maintain lifestyle

Over privileged Household

Under privileged Household

Intergenerational shift in social class

Familys social class measurement still based onHusbands income only

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Social Class and Consumer Behavior

Cultural Capital

The Affluent Consumer

The Non-affluent Consumer

Old Money and the Nouveaux Riche

Techno Class

Status Symbol

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Defining Culture Beliefs: Something believed as true

Ethics good, moral

Aesthetics beautiful, pleasant

Doctrine political, social, ideological

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To Which Cultural Value or Values Is This Products Advertising Appealing?

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Convenience in Food Preparation

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Defining Culture

Shared behavior Systematized way people do things

Avoid confusion

Allow cooperation

Behavior imposed by sanctions, rewards andpunishment

Collective behavior, beliefs, values, habits,tradition and heritage of a society

Sum total of learned beliefs, values and customsthat serve to direct the consumer behavior of

members of a particular society

influence of culture on consumer behaviour

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Dynamics of Culture Omnipresent Culture

Satisfies changing need

Culture is learned

Enculturation and acculturation

Language and Symbols

Ritual

Culture is a group phenomenon

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In Terms of Culture, Do You Consider This Product to

Be a Good Morning Beverage? Why or Why Not?

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Culture Is Learned

Enculturation and

acculturation

Language and

symbols

Ritual

Sharing of culture

Enculturation The learning of ones

own culture

Acculturation The learning of a new or

foreign culture

Issues

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Discussion Questions

How do U.S. marketers target consumers who

have moved to the U.S. and are new to the

U.S. culture?

How do U.S. marketers target consumers who

live outside the U.S. and are adopting parts of

the U.S. culture?

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Culture Is Learned

Enculturation and

acculturation

Language and

symbols

Ritual

Sharing of culture

Issues Without a common

language ,shared meaning

could not exist

Marketers must choose

appropriate symbols in

advertising

Marketers can use knownsymbols for associations

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How Does a

Symbol

Convey the

Products

Advertised

Benefits?

65Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

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They Provide

Additional

Meaning to the

Ad.

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Culture Is Learned

Enculturation and

acculturation

Language and

symbols

Ritual

Sharing of culture

Issues

A ritual is a type of

symbolic activity consisting

of a series of steps

Rituals extend over the

human life cycle

Marketers realize that

rituals often involve

products (artifacts)

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Selected Rituals and Associated Artifacts

SELECTED RITUALS TYPICAL ARTIFACTS

WeddingWhite gown (something old, somethingnew, something borrowed, something blue)

Birth of child U.S. Savings Bond, silver baby spoon

Birthday Card, present, cake with candles

50th Wedding anniversary Catered party, card and gift, display of photos of the couples life together

Graduation Pen, U.S. Savings Bond, card, wristwatch

Valentines Day Candy, card, flowers

New Years EveChampagne, party, fancy dress

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Culture Is Learned

Enculturation and

acculturation

Language and

symbols

Ritual

Sharing of Culture

Issues To be a cultural

characteristic, a belief,

value, or practice must be

shared by a significant

portion of the society

Culture is transferred

through family, schools,

houses of worship, andmedia

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Culture is Dynamic

Evolves because it fills needs

Certain factors change culture

Technology

Population shifts

Resource shortages

Wars Changing values

Customs from other countries

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The Measurement of Culture

Content Analysis

Consumer Fieldwork

Value Measurement

Instruments

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SubcultureSubculture

A distinct cultural group

that exists as an

identifiable segment

within a larger, more

complex society.

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Discussion Questions

Would you categorize yourself as belonging to any

subcultures?

How does it affect your consumer purchases?

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Examples of Major Subcultural

Categories

CATEGORIES EXAMPLES

Nationality Greek, Italian, Russian

Religion Catholic, Hindu, Mormon

Geographic region Eastern, Southern, Southwestern

Race African American, Asian, Caucasian

Age Teenagers, Xers, elderlyGender Female, male

Occupation Bus driver, cook, scientist

Social class Lower, middle, upper

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Why Does One of the Worlds Most Highly Regarded Wristwatch

Brands Use a Single Global Advertising Strategy (Only Varying theLanguage)?

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They Speak to Them in Their Own Language to

Maximize their Comfort Zone.

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Cross Cultural context

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Country of origin effect (COE)

Country of design (COD)

Country of assembly (COA)

County of parts (COP)

National identity

Growing global middle class

Are global brand different : quality signals, global

myth, social responsibility

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Diffusion of Innovations

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The Diffusion process

The adaption process

Consumer innovativeness and personality traits

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What Is

Shown or

Stated in

This Ad That

Is Designed

to Attract

Consumers

to This New

Product?

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New Flavor

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Diffusion

Process

The process by which the

acceptance of an

innovation is spread by

communication to

members of a social

system over a period of

time.

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Elements of the Diffusion Process

The Innovation

The Channels of Communication

The Social System

Time

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The Innovation

Firm-oriented definitions Product is new to the company

Product-oriented definitions Continuous

Dynamically continuous

Discontinuous

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What Kindof

Innovation

Is Shown

Here, and

Why?

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Continuous

Innovation

The Product

is Modified

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The Innovation

Market-oriented definitions Based on consumer exposure

Consumer-oriented definitions Consumer judges it as new

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The Innovation

Product Characteristics

Degree to which consumers consider it superiorto existing substitutesRelative Advantage

Degree to which consumers feel it is consistentwith their present needs, values, and practicesCompatibility

The degree to which it is difficult to understandor useComplexity

The degree to which it can be tried on a limitedbasisTrialability

The degree to which its benefits can beobserved, imagined, or describedObservability

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Channels of Communication

Channels of communication

Marketer to consumer

Consumer to consumer

Influential impersonal sources

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The Social System Modern social systems accept more innovation

due to their: Positive attitude toward change

Advanced technology and skilled labor force

Respect for education and science

Emphasis on rational and ordered socialrelationships

An outreach perspective where members interactwith outsiders

A system where members can see themselves indifferent roles

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Time

Purchase Time

Adopter Categories

Rate of Adoption

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Adopter Categories

Category 1 -Innovators

First tobuy themininetbook

Category 2 Early adopters

Will buymininetbookshortlyafter itsintroduction

Category 3 Early Majority

Membersof the 1st

of themassmarketwhowouldpurchasethe mini

netbook

Category 4 Late Majority

Secondhalf ofthe massmarketwhowouldpurchasethemature

mininetbook

Category 5 Laggards

Very lasttopurchasethe mininetbook,if at all

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Adoption

Process

The stages through

which an individual

consumer passes in

arriving at a decision to

try (or not to try), to

continue using (or

discontinue using) a new

product.

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NAME OF

STAGE

WHAT HAPPENS DURING

THIS STAGE

EXAMPLE

Awareness Consumer is first exposed to

the product innovation.

Eric sees an ad for a 23-inch thin LCD

HDTV in a magazine he is reading.

Interest Consumer is interested in the

product and searches for

additional information.

Eric reads about the HDTV set on the

manufacturers Web site and then

goes to an electronics store near his

apartment and has a sales person

show him the unit.

Evaluation Consumer decides whether

or not to believe that thisproduct or service will satisfy

the need a kind of mental

trial.

After talking to a knowledgeable

friend, Eric decides that his TV will fitnicely on top of the chest in his

bedroom. He also calls his cable

company and finds out that he can

exchange his standard cable box at

no cost for an HDTV cable box.

Stages in Adoption Process

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NAME OF

STAGE

WHAT HAPPENS

DURING THIS STAGE

EXAMPLE

Trial Consumer uses the

product on a limited basis

Since the HDTV set cannot be

tried like a small tube of

toothpaste, Eric buys the TV at

this local electronics store on his

way home from work. The store

offers a 14-day full refund

policy.

Adoption

(Rejection)

If trial is favorable,

consumer decides to use

the product on a full,

rather than a limited basis

if unfavorable, the

consumer decides to

reject it.

Eric loves his new HDTV set

and expects many year of

service from it.

Stages in Adoption Process

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NAME OF

STAGE

WHAT HAPPENS

DURING THIS STAGE

EXAMPLE

Trial Consumer uses the product

on a limited basis

Since the HDTV set cannot be

tried like a small tube of

toothpaste, Eric buys the TV at this

local electronics store on his way

home from work. The store offers a

14-day full refund policy.

Adoption

(Rejection)

If trial is favorable,

consumer decides to use the

product on a full, ratherthan a limited basis if

unfavorable, the consumer

decides to reject it.

Eric loves his new HDTV set and

expects many year of service from

it.

Stages in Adoption Process (continued)

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Diffusion Curves for Adopter Categories

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Pre-existing

problem orneed

Awareness Interest Evaluation trialAdaption

or rejection

Postadaption or

postpurchaseevaluation

Adaptionor

rejection

Discontin

uation

Evaluation

rejectionDiscontinuation

or rejection

Enhanced Adaption Process


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The Consumer Innovator

Interest in product category

Innovator is an Opinion leader

Relatively small group of consumers who are the

earliest purchasers of the new products

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The Consumer Innovator Personality traits

Perceived risk and venturesomeness

Purchase and consumption characteristics

Media habits

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The Consumer Innovator

Social characteristics

Demographic

characteristics

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Comparative Profiles of the ConsumerInnovator and Noninnovator

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Characteristic Innovator Noninnovator

Social Characteristics

Social integration More Less

Social striving More Less

Group memberships More Less

Demographic Characteristics

Age Younger Older

Income Higher Lower

Education More Less

Occupational status Higher Lower

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Thank You!!!

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chapter iihiuh

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