CONSUMER BEHAVIOR

1. CHAPTER CONSUMER BEHAVIOR

2. AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO: • Describe the stages in the consumer decision process. • Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.

3. AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO: • Identify major psychological influences on consumer behavior. • Identify major sociocultural influences on consumer behavior.

4. GETTING TO KNOW THE AUTOMOBILE CUSTOM(H)ERAND INFLUENC(H)ER

5. CONSUMER PURCHASEDECISION PROCESS • Consumer Behavior • Purchase Decision Process • Problem Recognition: Perceiving a Need

6. FIGURE 5-1 Purchase decision process

7. CONSUMER PURCHASEDECISION PROCESS • Information Search: Seeking Value • Internal Search • External Search • Personal Sources • Public Sources • Market-Dominated Sources

8. FIGURE 5-2Consumer Report’s evaluation of portable MP3-capable CD players

9. CONSUMER PURCHASEDECISION PROCESS • Alternative Evaluation: Assessing Value • Evaluative Criteria • Consideration Set • Purchase Decision: Buying Value • Postpurchase Behavior: Value in Consumption or Use • Cognitive Dissonance

10. FIGURE 5-AWhat new car buyers consider most important in deciding what new car to buy

11. Consumer Purchase DecisionWhy is post purchase behavior important?

12. CONSUMER PURCHASEDECISION PROCESS • Involvement and Problem-Solving Variations • Extended Problem Solving • Limited Problem Solving • Routine Problem Solving

13. CONSUMER PURCHASEDECISION PROCESS • Situational Influences • Purchase Task • Social Surroundings • Physical Surroundings • Temporal Effects • Antecedent States

14. FIGURE 5-3Comparison of problem-solving variations

15. FIGURE 5-4Influences on the consumer purchase decision process

16. Concept Check 1. What is the first stage in the consumer purchase decision process? A: problem recognition

17. Concept Check 2. The brands a consumer considers buying out of the set of brands ina product class of which the consumer is aware is called the ______________. • consideration set

18. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Motivation and Personality • Motivation • Personality • Physiological Needs • Self-Concept • Safety Needs • Social Needs • Personal Needs • Self-Actualization Needs

19. FIGURE 5-5 Hierarchy of needs

20. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Perception • Selective Perception • Selective Perception • Selective Exposure • Selective Comprehension • Selective Retention • Subliminal Perception

21. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Perception • Perceived Risk • Obtain Seals of Approval • Secure Endorsements from Influential People • Provide Free Trials of the Product • Give Extensive Usage Instructions • Provide Warranties and Guarantees

22. Fresh Step Crystals Cat Litter Why use the Good Housekeeping Seal?

23. Mary Kay’s Velocity Fragrance Why offer a free sample through a website?

24. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Learning • Behavioral Learning • Drive • Stimulus Generalization • Response • Stimulus Discrimination • Reinforcement • Cognitive Learning • Brand Loyalty

25. FIGURE 5-BBrand loyalty tendency by product category

26. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Values, Beliefs, and Attitudes • Attitude Formation • Attitude • Beliefs • Attitude Change • Change Beliefs About a Brand’s Attributes • Change Perceived Importance of Attributes • Add New Attributes to the Product

27. Colgate Total Toothpaste andBayer Extra Strength Aspirin How did these ads change attitudes?

28. PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR • Lifestyle • Psychographics • VALS™ • Thinkers • Experiencers • Believers • Makers • Achievers • Innovators • Strivers • Survivors

29. VALS™ Consumer Segments How do consumers make purchase decisions?

30. Concept Check 1. The problem with the Toro Snow Pup was an example of selective _____________. • comprehension

31. Concept Check 2. What three attitude-change approaches are most common? A: (1) Change beliefs about the extent to which a brand has certain attributes. (2) Change the perceived importance of attributes. (3) Add new attributes.

32. SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR • Personal Influence • Opinion Leadership • Opinion Leaders • Word of Mouth • Buzz

33. Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons?

34. FIGURE 5-C Word of mouth influence

35. SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR • Reference Groups • Membership Group • Aspiration Group • Dissociative Group

36. SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR • Family Influence • Consumer Socialization • Family Life Cycle • Family Decision Making • Information Gatherer • Purchaser • Influencer • User • Decision Maker

37. Haggar Clothing What role do women play in this purchase?

38. SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR • Culture and Subculture • African American Buying Patterns • Hispanic Buying Patterns • Asian American Buying Patterns • Assimulated • Nonassimulated

39. Bonne Bell Cosmetics Why target the African American women market?

40. Hershey’s Kisses Why use Spanish language ads in the U.S.?

41. Concept Check 1. What are the two primary forms of personal influence? A: opinion leadership; word of mouth

42. Concept Check 2. What two challenges must marketers overcome when marketing to Hispanics? A: diversity of this subculture; the language barrier

43. TRACKING BUYING POWER OF MULTICULTURAL CONSUMERS GOING ONLINE

44. Going Online • 1.What is the most recent estimate of the buying power of African Americans, Hispanics, and Asian Americans in the United States?

45. Going Online • 2.In which states is African American buying power the highest? Which states have the highest Hispanic and Asian American buying power?

46. KEN DAVIS PRODUCTS, INC.: SAUCES FOR ALL TASTES VIDEO CASE 5

47. VIDEO CASE 5Ken Davis Products

48. VIDEO CASE 5Ken Davis Products

49. VIDEO CASE 5Ken Davis Products • 1.In what ways have American eating habits changed over the past decade that affect a barbecue sauce manufacturer?

50. VIDEO CASE 5Ken Davis Products • 2.What are the two or three main(a) objective evaluative criteria and (b) subjective evaluative criteria consumers of Ken Davis Bar-B-Q Sauces might use?