@ What is Consumer Behavior?
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Answers questions about:
What consumers buy
Where they buy
How and how much they buy
When they buy
Why they buy
Most difficult
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How do consumers respond
to various marketing efforts
the company might use?
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Culture
èey Factors Set of basic values,
perceptions, wants,
and behaviors
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learned by a
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member of society
from family and
other important
institutions
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Cultural Influences
Culture: values, beliefs,
preferences, and tastes
handed down from one
generation to the next
It is important to recognize
the concept of
ethnocentrism, or the
tendency to view your
own culture as the
norm, as it relates to
consumer behavior.
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Core Values in the U.S.
Culture:
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Milton Bradley
Parker
Brothers
Emphasizing
the
Importance
of Family
and Home
Life
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International Perspective on Cultural Influences
Cultural differences are particularly important for
international marketers
Successful strategies in one country often
cannot extend to other international markets
because of cultural variations
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Benetton
This Firm Has Been Successful Extending
Strategies Across Cultural and National
Boundaries
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Achievement and Freedom
success
Humanitarianism
Activity and
involvement Youthfulness
Efficiency and Fitness and
practicality Health
Progress
Material comfort
Individualism
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Hispanics
35 million consumers
purchase $425 billion
worth of goods and
services.
Expected to grow 64%
in 20 years.
Spanish media makes
group easy to reach.
Brand loyal group.
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Univision
This web site is designed to meet the needs of
the growing Hispanic population who prefer
Spanish--Language Programs.
Spanish
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!
!
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African Americans
35 million consumers
purchase $527 billion
worth of goods and
services.
rowing more affluent /
sophisticated.
Price and brand name
conscious; quality and
selection are important.
Certain media target this
group.
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Asian Americans
10 million consumers
purchase $229 billion
worth of goods and
services.
Fastest growing, most
affluent subculture.
Many nationalities
comprise this group.
Consumer packaged
goods firms now target
this group more heavily.
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Subcultures: Asian-
Asian-
American Consumers
Marketing to Asian-
Asian-
Americans presents
many of the same
challenges as
marketing to
Hispanics
Asian
Asian--Americans are
spread among
culturally diverse
groups, including
Chinese, Japanese,
Indians, èoreans,
Filipinos, and
Vietnamese --many
--many
retaining their own
languages
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Mature Consumers
75 million consumers age 50+will grow to 115
million within 25 years.
Mature consumers
control 50% of all
discretionary income.
Attractive market for
travel, restaurant, and
cosmetics products,
among others.
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Permanent and ordered
divisions in a society whose
members share similar values,
interests and behaviors
Measured as a combination of
occupation, income,
education, wealth and other
variables
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Marketers are interested in
social class because people
within a certain class tend to
exhibit certain behaviors,
including buying behavior
Clothing, home furnishings,
leisure activities and
automobiles
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Advertisement
Illustrating the
Influence of
Friendship
roups on
Purchase
Decisions
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Family
èids can influence
èey Factors
Roles ± activities a
person is expected
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to according to the
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people around him
Status ± general
esteem given to a
role by society
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Milton
Bradley
Parker
Brothers
Emphasizing
the
Importance of
Family and
Home Life
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Sincerity Excitement
Ruggedness Competence
Sophistication
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Motivation
èey Factors
Needs provide
motives
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Motivation
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research
Maslow¶s
hierarchy of needs
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Perception
èey Factors
Selective attention,
selective
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distortion,
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selective retention
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Perception:
The meaning that a
person attributes to
incoming stimuli
gathered through
the five senses ±
sight, hearing,
touch, taste, and
smell.
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Perceptual
Screens:
The filtering
processes
through
which all
inputs must
pass
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Selection Attention ± People
screen out most of the information
to which they are exposed.
Selective Distortion ± People
interpret information in a way that
will support what they believe.
Selection Retention - People retain
only part of the information to
which they are exposed.
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Learning
èey Factors Drives, stimuli, cues,
responses and
reinforcement
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Beliefs and attitudes
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Learning: An immediate or expected
change in behavior as a result of
experience.
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Belief ± Descriptive thought
that a person holds about
something.
Attitude ± Person¶s
consistently favorable or
unfavorable evaluations,
feelings, and tendencies
toward an object or idea.
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Stages Needs can be
triggered by:
Internal stimuli
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Normal needs
%
become strong
enough to drive
behavior
External stimuli
Advertisements
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Friends of friends
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Stages Consumers exhibit
heightened attention or
actively search for
information.
$
Sources of information:
%
Personal
Commercial
Public
Experiential
!
Word ± of - Mouth
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Stages Evaluation procedure
depends on the
consumer and the buying
situation.
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Most buyers evaluate
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multiple attributes, each
of which is weighted
differently.
At the end of the
evaluation stage,
purchase intentions are
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formed.
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Stages Two factors
intercede between
purchase
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intentions and the
%
actual decision:
Attitudes of others
Unexpected
!
situational factors
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Satisfaction is key:
Stages
Delighted consumers
engage in positive
$
word--of
word of--mouth.
Unhappy customers
%
tell on average 11
other people.
It costs more to attract
a new customer than it
does to retain an
!
existing customer.
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New Products
ood, service or
idea that is
by
customers as new.
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Awareness Evaluation
Interest Trial
Adoption
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Individual Differences
in Innovativeness
Consumers can be
classified into five
adopter categories,
each of which behaves
differently toward new
products.
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D á
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Product Characteristics
and Adoption
Five product
characteristics
influence the
adoption rate.
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Product Characteristics
Relative Advantage
Compatibility
Complexity
Divisibility
Communicability
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