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Consumer Behavior. Motivations. Ideas, activities and/or people who have the power to “get us off the couch” and into a consumer purchase decision-making process Tools to understand consumer motivations Maslow’s Hierarchy of Needs Personality traits, attitudes & beliefs
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Motivations • Ideas, activities and/or people who have the power to “get us off the couch” and into a consumer purchase decision-making process • Tools to understand consumer motivations • Maslow’s Hierarchy of Needs • Personality traits, attitudes & beliefs • Cultural influences (family, subcultures) • VALS – take the quiz! (http://www.strategicbusinessinsights.com/vals/presurvey.shtml)
Maslow’s Hierarchy of Needs As needs at lower levels are satisfied, needs at higher levels ‘take over’ and become the motivations for purchase decisions.
Nike sells self-actualization (not shoes) http://images.google.com/imgres?imgurl=http://www.ibelieveinadv.com/commons/nike_dunk_pr.jpg&imgrefurl=http://www.ibelieveinadv.com/2007/12/nike-store/&usg=__kiFCGD8w7RLvIKYFLiX2Hq4aFIQ=&h=1047&w=1600&sz=113&hl=en&start=16&tbnid=UcFavR5df-NrwM:&tbnh=98&tbnw=150&prev=/images%3Fq%3Dnike%2Badvertising%26gbv%3D2%26hl%3Den http://www.nike.com/nikewomen/us/v2/media/swf/wkcampaign/butt_1024x768.jpg And maybe love and belongingness?
Personality Traits • Many traits are learned; some are innate. • Traits are bundled. You find trait combinations in most people. • Achievement (test one’s skills) • Independence (be autonomous) • Exhibition (show off) • Recognition (in high regard) • Dominance (power) • Affiliation (association with opinion leaders)
More Personality Traits • Nuturance (protect and provide care) • Succorance (be comforted) • Sexuality (be sexually attractive) • Stimulation (engage the mind and body) • Diversion (relax and have fun) • Novelty (alter routine) • Understanding (teach and learn) • Consistency (order and cleanliness) • Security (free from fear)
Which Trait? http://images.google.com/imgres?imgurl=http://buzzcanuck.typepad.com/agentwildfire/images/2007/07/21/iq_ad_p2.jpg&imgrefurl=http://buzzcanuck.typepad.com/agentwildfire/2007/07/pearl-izumi---s.html&usg=__zrJR60s7mB-SZ6tLy5nr2lKLj5I=&h=411&w=299&sz=54&hl=en&start=37&tbnid=AubgoYh4T0ckeM:&tbnh=125&tbnw=91&prev=/images%3Fq%3Dads%2Bof%2Bthe%2Bworld%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D20 http://www.walyou.com/blog/2008/12/14/creative-samsung-mp3-player-ads/
VALS • “VALS™ segments U.S. adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior.” (http://www.strategicbusinessinsights.com/vals/ustypes.shtml) • Eight VALS types • Innovators • Thinkers • Believers • Achievers • Experiencers • Makers • Survivors
Family Influences • Family Life Cycle • Consumers purchase different products and services at each stage of their lives. • Young single • Young married no kids • Young married with kids • Middle-aged with kids • Middle-aged without dependent children (“Empty Nesters”) • Older married • Older unmarried • In some families, consumer decision-making involves many people across several generations.
Culture and Subculture • Different ethnic groups tend to exhibit similar purchasing habits. Why? • They value the same things. Those values motivate their purchase decisions. • They hold the same beliefs. Those beliefs influence their preferences. • If they live near each other, their purchase behaviors are likely to be even more similar! (Claritas)
