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Consumer Behavior

Consumer Behavior. Jeremy Kees, Ph.D. Model of Consumer Behavior. Review…. So, we’ve talked about the marketing concept and the importance of building relationships But before we can start marketing, we have to understand: The market in which we’re going to compete in Our consumers

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Consumer Behavior

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  1. Consumer Behavior Jeremy Kees, Ph.D.

  2. Model of Consumer Behavior

  3. Review…. • So, we’ve talked about the marketing concept and the importance of building relationships • But before we can start marketing, we have to understand: • The market in which we’re going to compete in • Our consumers • Key Concepts over the next few weeks: • Consumer Behavior • Marketing Research • Market Segmentation • Targeting / Positioning

  4. CONSUMER

  5. Out of Stock Dissatisfaction New Needs or Wants Market-Induced Recognition Related Product Purchase New Products Problem Recognition

  6. Personal Sources Market Sources Public Sources Personal Experience Information Search

  7. All available brands Guinness The Beast Blue Rib. Coors Lt. Yuengling Bud Lt. Hop Devil Miller Lt. Becks Amstel Lt. Natty Lt. Mic Ultra Smithwicks High Life Corona Evaluation of Alternatives Hop Devil Shiner Bock Guinness Becks Smithwicks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  8. Successive Sets…

  9. Usage and/or Disposal of Products Why could this info be important to Marketers??

  10. Consumer Behavior: Influencing Factors

  11. Intrapersonal Factors • Needs and Motives • Perceptions • Attitudes • Learning • Self-Concept

  12. Self-Actualization Esteem Needs Social Needs Safety Needs Physiological Needs Needs and Motives

  13. Perceptions • Key variable in marketing • “how we make sense of the world we live in” • Subliminal Perception • Examples 1 and 2

  14. Attitude • Components of Attitude: • Cognitive What we think • Affective: How we feel • Behavioral: How we act • Strategies for changing consumer attitude…

  15. Learning • Conceptual • Experiential • Reinforcement • Implications for marketing…

  16. Personality and Self-Concept • Personality: the unique psychological characteristics…. • Self-Concept: A person’s multifaceted picture of himself or herself, composed of the: • Real self • Self-image • Looking-glass self • Ideal self

  17. Interpersonal Factors • Culture • Social Influences • Family Influences

  18. Culture • Culture: values, beliefs, preferences, and tastes handed down from one generation to the next • What are some characteristics of American culture??

  19. Culture and International Marketing • Culture is perhaps the most critical aspect of doing business internationally • Self-Reference Criterion = one’s tendency to judge others based on our own cultural experiences • Ethnocentism = regarding one’s own culture as superior than another

  20. Culture • Subculture: Subgroup of culture with its own, distinct modes of behavior • Cultures are not homogeneous entities with universal values • Subcultures can differ by: • Ethnicity or Nationality • Age or Gender • Religion • Social class or Profession

  21. Culture

  22. Social Influences • Group membership influences an individual’s purchase decisions and behavior in both overt and subtle ways • Reference Groups: groups whose value structures and standards influence a person’s behavior

  23. Social Influences • Social Classes: groups whose rankings are determined by occupation, income, education, family background, and residence location

  24. Family Influences • Family Decision-Making Structures • Autonomic • Husband-dominant • Wife-dominant • Syncratic • Children’s Influence

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