Activities people undertake when obtaining, consuming, and disposing of products and services
Consumer Influences
Organizational Influences
Obtaining
Consuming
Consumer Behavior
Disposing
Consumer Influences
Culture CULTURAL Subculture
Groups
Membership Social Class Reference Aspirational groups Opinion leaders Age & life-cycle
Organizational Influences
Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability
SOCIAL
PERSONAL
PSYCHOLOGICAL
Obtaining
How you decide you want to buy
Consuming
How you use the product How you store the product in your home Who uses the product How much you consume
Disposing
How you get rid of remaining product How much you throw away after use
Problem Recognition
Information Search Self-Concept & Learning Alt Eval & Selection Outlet select & Purchase
Post-purchase Processes
Scope goes beyond just why and how people buy to include Consumption Analysis
Questions???
Maslows Hierarchy
Perception
Process by which an individual selects, organizes, and interprets information to form a cohesive picture about an entity Perceptions affect consumer behavior
However, remember that individuals can perceive the same entity in different ways
Perception
An average person is exposed to 1500 ads or brand messages a day Most of these are screened out; So, how do marketers capture mind space?
People are more likely to notice stimuli that relate to current needs People are more likely to notice stimuli they anticipate People are more likely to notice stimuli that deviate relatively larger than others
Marketers must bypass attention filters; provide unexpected stimuli (salesperson, sudden offers)
Perception
Selective Distortion: Tendency to interpret / distort information to be consistent with prior brand and product beliefs
Taste tests: Blind taste tests showed equal split; Open tests showed preferences Can work to the advantage of marketers of strong brands
Perception
Selective Retention: Though people fail to register much information, they retain information that supports their attitudes and beliefs
Remember good points about products we like and forget good points about competing products Works to the advantage of strong brands Explains why marketers repeat messages for reinforcement
CULTURE
The sum total of learned beliefs,values,and customs that serve to direct the consumer behavior of members of a particular society.
Characteristics of culture
Culture is a learned response. Culture includes inculcated values. Culture is a social phenomenon. Culture is gratifying and continues for a long time. Cultures are similar and yet different. Culture prescribes the ideal standards of behavior.
Culture is learned:
Culture I learned at childhood itself from the social environment. Often we are children play and enact the real life situation of social & culture ritual.
Cont...
Ritual:
of a series of steps (multiple behavior) occurring in a fixed sequence and repeated over time. Rituals extend over the human life cycle Marketers realize that rituals often involve products.
Culture is dynamic:
Change occur due to Technology, Migration, Population shift, Resource shortages, wars, Changing values etc. Also known as TREND . ( Ex, Fashion, Automobile, Foods, Entertainment, Lifestyles, women work outside the home are few Hot object to study.
Emerging Culture
Family orientation Saving orientation Festivities Shopping as a ritual Mythology Food Habits
Achievement orientation Work Ethic Material Success Middle of the road approach to tradition Impulse Gratification Use of hi-tech products
SUBCULTURE
that exists as an identifiable segment within a larger, more complex society. Ex. Nationality, social class, Religion, Language, Age, Gender.
EXAMPLES Greek, Italian, Russian Catholic, Hindu, Mormon Eastern, Southern, Southwestern
African American, Asian, Caucasian Teenagers, Xers, elderly Female, male Bus driver, cook, scientist Lower, middle, upper