0% found this document useful (0 votes)
12 views23 pages

Chapter 3 MKT 422

Uploaded by

2019863031
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
0% found this document useful (0 votes)
12 views23 pages

Chapter 3 MKT 422

Uploaded by

2019863031
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 23

Chapter 3

CONSUMER BEHAVIOR
Figure 3.1 - An Overview of the Buying Process
Culture and Subculture
Culture is one of the most basic influences on an individual’s needs,
wants, and behavior
Cultural values are transmitted through three basic organizations:
◦ Family
◦ Religious organizations
◦ Educational institutions
Social Influences on Consumer Decision Making
Marketing managers should:
◦ Adapt the marketing mix to cultural values
◦ Constantly monitor value changes and differences in both domestic and global
markets

Subcultures arise when population loses a significant amount of its


homogeneity
◦ Subcultures are based on geographic areas, religions, nationalities, ethnic
groups, and age
Social Class
Develops on the basis of such things as wealth, skill, and power
For marketing purposes, four different social classes have been identified:
◦ Upper Americans: Differentiated mainly by having high incomes
◦ Middle class: These consumers want to do the right thing and buy what is
popular

◦ Working class: People who are family folk who depend heavily on relatives for
economic and emotional support
◦ Lower Americans: As diverse in values and consumption goals as are other
social levels
Reference Groups and Families
Reference groups: Groups that an individual looks to when forming
attitudes and opinions
◦ Primary reference groups - family and close friends
◦ Secondary reference groups - fraternal organizations and professional
associations

Family is recognized to be an important reference group


The needs, income, assets, debts, and expenditure patterns change over
the course of the family life cycle.
Marketing Influences on Consumer
Decision Making
◦ Product Influences:
Brand name, quality, newness, complexity, physical appearance of
the product, packaging, and labeling information

◦ Price Influences:
Value-conscious consumers buy products more on the basis of
price than other attributes
◦ Promotion Influences:
Advertising, sales promotions, salespeople, and publicity

◦ Place Influences:
•Products - Convenient to buy
•Products - Sold at exclusive outlets
•Products - Offered by non store methods
Situational Influences

All of the factors particular to a time and place that have a


demonstrable and systematic effect on current behavior
Situational Influences on Consumer
Decision Making
Physical features: Geographical and institutional location, decor, sounds,
aromas, lighting, weather, and visible configurations of merchandise or
other materials
Social features: Other persons present, their characteristics, their
apparent roles and interpersonal interactions
Time: May be specified in units ranging from time of day to season of the
year
Situational Influences on Consumer
Decision Making
Task features: An intent or requirement to select, shop for, or obtain
information about a general or specific purchase
Current conditions: Momentary moods (such as acute anxiety,
pleasantness, hostility, and excitation) or momentary conditions (such as
cash on hand, fatigue, and illness) rather than chronic individual traits
Psychological Influences on Consumer Decision
Making
Product knowledge: Amount of information a consumer has stored in his
or her memory about particular products and ways to purchase them
Group, marketing, and situational influences determine the initial level of
product knowledge and changes in it

Influences -
◦ How much information is sought when deciding to make a purchase
◦ How quickly a consumer goes through the decision-making process
Psychological Influences - Product Involvement
A consumer’s perception of the importance or personal relevance of an
item
Influences consumer decision making in two ways:
◦ If purchase is for a high-involvement product, consumers are likely to develop a
high degree of product knowledge
◦ A high degree of product involvement encourages extensive decision making by
consumers
Figure 3.2 - The Consumer Decision-Making
Process
Types of Decision Making
Extensive decision making: Requires the most time and effort since the
purchase typically involves a highly complex or expensive product that is
important to the consumer
Limited decision making: Requires a moderate amount of time and effort
to search for and compare alternatives
Routine decision making: Involves little in the way of thinking and
deliberation
Need Recognition
•The recognition by the consumer of a felt need or want
•Either internal or external stimuli may activate needs or wants

Marketing managers must find out:


•What needs and wants a particular product satisfies
•What unsatisfied needs and wants consumers have for which a new
product could be developed
Abraham Maslow’s Hierarchy of Needs
Basic Sources for Purchase Decision
Internal sources - Stored information and experience a consumer has in
memory for dealing with a particular need
Group sources - Common source of information for purchase decisions
that comes from communication with other people
Marketing sources - Advertising, salespeople, dealers, packaging, and
displays offered by marketers
Public sources - Newspaper articles about the product, and independent
ratings of the product
Experiential sources - Information a consumer gets from handling,
examining, and while shopping for a product
Alternative Search
Information processing is viewed as a four-step process in which the
individual is:
◦ Exposed to information
◦ Becomes attentive to the information
◦ Understands the information
◦ Retains the information
Alternative Evaluation
Consumer has information about a number of brands in a product class
Consumer perceives that some of the brands in a product class are viable
alternatives for satisfying a recognized need
Each of these brands has a set of attributes ( color, quality, size, and so forth)
A set of these attributes is relevant to the consumer, and the consumer
perceives that different brands vary in how much of each attribute they
possess
Consumers prefer brands that have desired attributes in desired amounts
and desired order
The brand the consumer likes best is the brand the consumer will intend to
purchase
Purchase Decision
Purchase involves many decisions:
◦ Product type
◦ Brand
◦ Model
◦ Dealer selection
◦ Method of payment

Consumers reduce their risk by reducing:


◦ Negative consequences
◦ Uncertainty
Postpurchase Evaluation
If a particular product fulfills the need for which it was purchased, the
probability is high that the product will be repurchased
The occurrence of post-decision dissonance is related to the concept of
cognitive dissonance
◦ Cognitive dissonance: Lack of harmony among a person’s thoughts after a
decision has been made

The occurrence of post-purchase satisfaction is related to disconfirmation


paradigm
◦ Disconfirmation paradigm: Views consumer satisfaction as the degree to which
the actual performance of a product is consistent with expectations a consumer
had before purchase
Postpurchase Evaluation
Marketers should not raise prepurchase expectations to such a level that
the product cannot possibly meet them
◦ It is important to create positive expectations consistent with the product’s
likely performance

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy