4

Perspectives on Consumer Behavior

McGraw-Hill/Irwin

Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Consumer Behavior

The process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services

Consumer Decision Making

Decision-Making
Problem recognition Information search Alternative evaluation Purchase decision Postpurchase evaluation

Psychological Process
Motivation Perception Attitude formation Integration Learning

Sources of Problem Recognition

Out of Stock

Dissatisfaction

New Needs or Wants

Related Products, Purchases

Market-Induced Recognition

New Products

Ads help Consumers Recognize Problems

What Prompts New Needs/Wants?

Financial Changes

Employment Status

Lifestyle

Knowledge

Culture

Personality

Maslows Hierarchy of Needs

Self-actualization needs (selfdevelopment, realization) Esteem (self-esteem, recognition, status) Social (sense of belonging, love) Safety (security, protection) Physiological (hunger, thirst)

Huggies Appeals to Need for Love

Freudian Psychoanalytic Approach

Strong inhibitions Symbolic meanings

Subconscious Mind

Complex and unclear motive

Surrogate behaviors

Probing the Minds of Consumers

In-depth interviews

Association tests

Projective techniques

Focus groups

Information Search

Perception Marketers want to know

How consumers sense external information How they select and use sources of information How information is interpreted and given meaning

The Perception Process

Receive Select

Organize
Interpret

Using Color to Focus Attention

WE CAN SUM IT UP IN TWO WORDS: EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH TASTE. ADMITTEDLY, WERE BAD AT SUMMATION.

There just arent enough adjectives to describe the straight-from-the-orange taste of Tropicana Pure Premium.

Sensory Advertising

Perfume on sidewalks

Microchips

Scented cards

Product Samples

Selecting Information

Interpreting Information

Selective Perception

Selective exposure Selective attention Selective comprehension Selective retention

Subliminal Perception

Evaluation of Alternatives
All Available Brands
Brand A Brand F Brand K Brand B Brand G Brand L Brand C Brand H Brand M Brand D Brand I Brand N Brand E Brand J Brand O

Evoked Set of Brands

Brand B
Brand F Brand M Brand I

Brand E

Evaluative Criteria
Brand Evaluation
Objective Attributes Price Features Subjective Attributes Image Style

Warranty Service

Performance

Marketers Evaluative View

Enough power?

Traction okay?

Too pricy?

The product is a bundle of attributes or characteristics

Consumers Evaluative View

How does it cut tall, thick grass?
Will the neighbors be impressed with my lawn? Will it still be fun later this summer?

How close can I get to shrubs?

Will it pull that trailer I saw at the store?

Will I have more time for golf?

Functional

Product Is Seen As A Set of Outcomes

Psychological

Changing Attitudes
Change beliefs about an important attribute

Change perceptions of the value of an attribute Add a new attribute to the attitude formation mix Change perceptions or beliefs about a competing brand

Adding Attributes Changes Attitudes

Purchase Decision and Evaluation

Preevaluation Decision Post evaluation

Integration processes

Purchase intention

Satisfaction

Heuristics

Brand loyalty

Dissatisfaction

Affect referral decision rule

Cognitive dissonance

Behavioral Learning

Classical Conditioning

Operant (Instrumental) Conditioning

Behavior (consumer uses product or service)

Positive or negative consequences occur (reward or punishment)

Increase or decrease in probability of repeat behavior (purchase)

Cognitive Learning Process

Goal Purposive behavior

Insight
Goal achievement

External Influences on Consumer Behavior

Culture

Subculture
Social Class

Reference Group
Situational determinants

External Influences on Consumer Behavior Subculture ads appeal to shared beliefs, values, and norms

Alternative Approaches
New Methodologies Individual interviews New Insights Social influences

Participant observation

Complimentary Approaches

Cultural influences

Ethnographies

Environmental influences