Chapter 6 | PDF | Behavior | Consumer Behaviour
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Chapter 6

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45 views

Chapter 6

Uploaded by

Dawood Alqunais
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Chapter

6
Analyzing Consumer
Markets

Copyright © 2016 Pearson Education Ltd. 6-1


Learning Objectives
1. How do consumer characteristics influence buying
behavior?
2. What major psychological processes influence
consumer responses to the marketing program?
3. How do consumers make purchasing decisions?
4. In what ways do consumers stray from a
deliberative, rational decision process?

Copyright © 2016 Pearson Education Ltd. 6-2


What Influences Consumer
Behavior?
• Consumer behavior
– The study of how individuals, groups, and
organizations select, buy, use, and dispose of
goods, services, ideas, or experiences to
satisfy their needs and wants
– Influenced by cultural, social, and personal
factors

Copyright © 2016 Pearson Education Ltd. 6-3


What Influences Consumer
Behavior?
• Cultural factors

– Culture

– Subcultures

– Social classes

Copyright © 2016 Pearson Education Ltd. 6-4


What Influences Consumer
Behavior?
• Social factors

Reference groups

Cliques

Family

Roles and status

Copyright © 2016 Pearson Education Ltd. 6-5


Reference Groups

• Membership groups
– Primary vs. secondary

• Aspirational groups

• Dissociative groups

• Opinion leader

Copyright © 2016 Pearson Education Ltd. 6-6


Family
• Family of orientation vs. family of procreation

Copyright © 2016 Pearson Education Ltd. 6-7


What Influences Consumer
Behavior?
• Personal factors
– Age/stage in life cycle
– Occupation and
economic
circumstances
– Personality and self-
concept
– Lifestyle and values

Copyright © 2016 Pearson Education Ltd. 6-8


Key Psychological Processes

Motivation

Memory Perception

Emotions Learning

Copyright © 2016 Pearson Education Ltd. 6-9


Figure 6.1
Model Of Consumer Behavior

Copyright © 2016 Pearson Education Ltd. 6-10


Key Psychological Processes
• Motivation
– A need becomes a motive when it is aroused
to a sufficient level of intensity to drive us to
act

Copyright © 2016 Pearson Education Ltd. 6-11


Motivation

Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory

Behavior Behavior Behavior is


is guided by is driven by guided by
subconscious lowest, dissatisfiers
motivations unmet need and
satisfiers

Copyright © 2016 Pearson Education Ltd. 6-12


Figure 6.2
Maslow’s Hierarchy Of Needs

Copyright © 2016 Pearson Education Ltd. 6-13


Key Psychological Processes
• Perception
– The process by
which we select,
organize, and
interpret information
inputs to create a
meaningful picture
of the world

Copyright © 2016 Pearson Education Ltd. 6-14


perception

Selective attention

Selective distortion

Selective retention

Subliminal perception

Copyright © 2016 Pearson Education Ltd. 6-15


Key Psychological Processes
• Learning
– Induces changes in our behavior arising from
experience
– Drive and cues
– Generalization and discrimination

Copyright © 2016 Pearson Education Ltd. 6-16


Key Psychological Processes
• Emotions

– Many different
kinds of emotions
can be linked to
brands

Copyright © 2016 Pearson Education Ltd. 6-17


Key Psychological Processes
• Memory
– Short-term vs. long-term memory
– Associative network memory model
– Brand associations
– Memory encoding
– Memory retrieval

Copyright © 2016 Pearson Education Ltd. 6-18


The Buying
Decision Process
• The consumer typically passes
through five stages
– Problem recognition
– Information search
– Evaluation of alternatives
– Purchase decision
– Postpurchase behavior

Copyright © 2016 Pearson Education Ltd. 6-19


The Buying
Decision Process
• Problem recognition
– The buyer recognizes a problem/need
triggered by internal/external stimuli

Copyright © 2016 Pearson Education Ltd. 6-20


The Buying
Decision Process
• Information search

ü Personal sources
ü Commercial sources
ü Public sources
ü Experiential sources

Copyright © 2016 Pearson Education Ltd. 6-21


Figure 6.5
Sets Involved In Decision Making

Copyright © 2016 Pearson Education Ltd. 6-22


The Buying
Decision Process
• Evaluation of alternatives
– Expectancy-value model

Copyright © 2016 Pearson Education Ltd. 6-23


The Buying
Decision Process
• Purchase decision
– Compensatory vs. noncompensatory models

Conjunctive heuristic

Lexicographic heuristic

Elimination-by-aspects heuristic
Copyright © 2016 Pearson Education Ltd. 6-24
Intervening factors

Copyright © 2016 Pearson Education Ltd. 6-25


Types of perceived risk

Functional
Physical risk
risk

Financial
Time risk risk

Psychological
Social risk
risk

Copyright © 2016 Pearson Education Ltd. 6-26


The Buying
Decision Process
• Postpurchase behavior
– Postpurchase
satisfaction

– Postpurchase actions

– Postpurchase uses
and disposal

Copyright © 2016 Pearson Education Ltd. 6-27


Figure 6.7
Customer Product Use/Disposal

Copyright © 2016 Pearson Education Ltd. 6-28


Moderating Effects on Consumer
Decision Making
• Low-involvement Consumer Decision Making
• Variety-Seeking Buying Behavior

Copyright © 2016 Pearson Education Ltd. 6-29


Behavioral Economics
• Decision Heuristics
– Availability heuristic
– Representativeness heuristic
– Anchoring and adjustment heuristic
• Framing
– Mental accounting

Copyright © 2016 Pearson Education Ltd. 6-30


Copyright © 2016 Pearson Education Ltd. 6-31

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