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Chapter 6: Behavioral Dimensions of the Consumer Market

Chapter 6: Behavioral Dimensions of the Consumer Market. Marketing Mixes. All Other Stimuli. Psychological Variables. Social Influence. Purchase Situation. Motivation Perception Learning Attitude Personality/Lifestyle. Family Social Class Reference Groups Culture.

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Chapter 6: Behavioral Dimensions of the Consumer Market

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  1. Chapter 6: Behavioral Dimensions of the Consumer Market

  2. Marketing Mixes All Other Stimuli Psychological Variables Social Influence Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Family Social Class Reference Groups Culture Purchase Reason Time Surroundings Person Making Decision Problem-Solving Process Person Does or Does Not Purchase (Response) A Model of Buyer Behavior Exhibit 6-1 6-3

  3. Psychological Variables - Motivation • Motivation • needs - basic motivating forces • wants - learned needs • drive - strong stimulus that encourages action to reduce a need • PSSP hierarchy of needs (next slide)

  4. Personal Needs Social Needs Safety Needs Physiological Needs The PSSP Hierarchy of Needs 6-4

  5. Psychological Variables - Perception • Perception - how we gather an interpret the information around us. • selective exposure - notice only information that interests us. • selective perception - we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs. • selective retention - we remember only what we want to remember.

  6. Psychological Variables - Learning • Learning - a change in a person’s thought processes caused by prior experience. • Almost all consumer behavior is learned. • The learning process (next slide).

  7. Drive Cues Response Reinforcement The Learning Process 6-5

  8. Psychological Variables - Attitude • Attitude - a person’s point of view toward something. • Marketers attempt to create and influence attitudes. • Changing present attitudes, especially negative ones, is probably the most difficult job marketers face. • Attitude affects intention to buy.

  9. Psychological Variables - Personality/lifestyle • Psychographics or lifestyle analysis - analysis of a person’s day-to-day pattern of living as expressed in that person’s Activities, Interests and Opinions (AIOs). • Activities - identify what people do (e.g., work, sports, shopping, etc.). • Interests - stronger interests tend to create stronger drives (e.g., family, community, fashion, etc.). • Opinions - how people feel about things affects their relative motivation (e.g., politics, social issues, culture, etc.).

  10. Social Influences • Family • Must distinguish between purchaser and decision maker or influencer. • Social class - a group of people who have approximately equal social position as viewed by others in the society (next slide). • Affects attitudes, values and buying behavior. • Reference group - people to whom an individual looks when forming attitudes about a particular topic. • Opinion leader - one who influences others. • Culture - whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people.

  11. Upper-class 1.5% Upper-middle class 12.5% Lower-middle class 32% Upper-lower (“working”) class 38% 16% Lower-lower class Social Class Dimensions Exhibit 6-6 6-7

  12. Purchase Reason ??????? ??????? ??????? ??????? ??????? Time Surroundings Purchase Situation Influences 6-8

  13. Marketing mixes All other stimuli Psychological Variables Social Influences Purchase Situation Person making decision Need-want Awareness Routinized Response Information Search Feedback of information as attitudes Set Criteria Decide on Solution Purchase Product Postpone Decision Postpurchase Evaluation Response The Consumer Problem Solving Process Exhibit 6-7 6-9

  14. High involvement Infrequently purchased Expensive High risk Much information desired Low involvement Frequently purchased Inexpensive Little risk Little information needed Routinized Response Behavior Limited Problem Solving Extensive Problem Solving Low Involvement High Involvement Involvement Continuum Levels of Problem Solving Exhibit 6-9 6-10

  15. Awareness Interest Evaluation Trial Decision Confirmation The Adoption Process 6-11

  16. Problem-solving steps Adoption process steps Learning steps 1. Becoming aware of or interested in the problem 2. Gathering information about possible solutions 3. Evaluating alternative solutions 4. Deciding on the appropriate solution 5. Evaluating the decision Awareness and interest Interest and evaluation Evaluation, maybe trial Decision Confirmation Drive Cues Reinforcement Response Relating the Processes 6-12

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