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CHAPTER 5 Consumer Behavior: How and Why People Buy

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Title: CHAPTER 5 Consumer Behavior: How and Why People Buy


1
CHAPTER 5Consumer Behavior How and Why People
Buy
M A R K E T I N G
Real People, Real Choices Fourth Edition
Michael R. Solomon Greg W. Marshall
Elnora W. Stuart
2
Chapter Objectives_1
  • Define consumer behavior and explain the reasons
    why consumers buy what they buy
  • Explain the prepurchase, purchase, and
    postpurchase activities consumers engage in when
    making decisions
  • Describe how internal factors influence
    consumers decision-making processes

3
Chapter Objectives _2
  • Understand how situational factors at the time
    and place of purchase may influence consumer
    behavior
  • Describe how consumers relationships with other
    people influence their decision-making process
  • Understand how the Internet offers consumers
    opportunities for consumer-to-consumer marketing

4
Consumer Behavior
The process individuals and groups go through to
select, purchase, or use goods, services, ideas,
or experiences to satisfy their needs and desires
5
Figure 5.1 The Consumer Decision-Making Process
Problem Recognition
Information Search
Evaluation of Alternatives
Product Choice
Postpurchase Evaluation
6
Figure 5.2 EPS versus HDM
7
Minolta Copier
This ad seeks to ease perceived risk
8
Problem Recognition
  • Occurs whenever a consumer recognizes a
    difference between the current state and the
    ideal or desired state
  • Internal cues
  • External cues

9
Information Search
Knowledge
Friends
Personal Experience
Advertising
Web sites
10
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11
Evaluation of Alternatives
  • Identify consideration set
  • Narrow list and compare pros and cons
  • Use evaluative criteria to decide among remaining
    choices

12
Epinions.com
Web sites like this one help consumers in the
evaluation of alternatives stage
13
GM
  • GM attempts to persuade consumers that making the
    decision to buy a GM-certified used vehicle is a
    good decision

14
Product Choice
  • People may ultimately make the choice based on
    heuristics
  • Heuristics represent rules of thumb
  • brand loyalty
  • country of origin
  • liking

15
Postpurchase Evaluation
  • How good a choice was it?
  • Customer satisfaction/dissatisfaction
  • Ultimately affects future decisions and
    word-of-mouth communication

16
Figure 5.4 Influences on Decision Making
17
Internal Influences
Motivation
Learning
Perception
Attitudes
Lifestyle
Age
Personality
18
Perception
  • Process by which people select, organize, and
    interpret information

Exposure
Attention
Interpretation
19
Pepsi
This ad embeds images in the ad to affect
perception
20
Motivation
  • Motivation is an internal state that drives us to
    satisfy needs
  • Once we activate a need, a state of tension
    exists that drives the consumer to some goal that
    will reduce this tension and eliminate the need
  • Consequently, only unmet needs motivate

21
Figure 5.5 Maslows Hierarchy of Needs
22
Learning
  • Learning is a change in behavior caused by
    information or experience

Behavior Learning
Cognitive Learning
23
Observation Learning
Companies desire observational learning when
they use endorsers
24
Attitudes
  • An attitude is a lasting evaluation of a person,
    object, or issue
  • 3 components of attitudes

Affect
Behavior
Cognition
25
Personality
Innovativeness
Self-confidence
Sociability
Materialism
Need for Cognition
26
Allen Edmonds
Some marketers believe we choose products that
express our personalities
27
Are you what you buy? Does your personality match
the personality of the brands you purchase?
28
Age Groups
Children
Teens
Young Adults
Middle-aged
Elderly
29
Holland America
Products like luxury cruises to exotic locales
often target older consumers who are retired and
have the time and money for expensive travel
30
Family Life Cycle
  • Related to age groups, our purchases also depend
    on our current position in the family life cycle
  • stages through which family members pass as they
    grow older

31
Lifestyles
  • A lifestyle is a pattern of living that
    determines how people choose to spend their time,
    money, and energy and reflects their values,
    tastes, and preferences
  • Expressed through preferences for sports
    activities, music interests, and political
    opinions
  • Psychographics is the segmentation tool used to
    group consumers according to AIOs

32
SRIs VALS Descriptions
33
Situational Influences
Physical Environment
Time
34
Place-based Media
Place-based media offers a way to reach consumers
when they are a captive audience
35
Social Influences
  • Culture and Subcultures
  • Social Class
  • Group Behavior and Reference Groups
  • Opinion Leaders

36
Cultures and Subcultures
  • Culture is the values, beliefs, customs, and
    tastes produced and valued by a group of people
  • A subculture is a group coexisting with other
    groups in a larger culture whose members share a
    distinctive set of beliefs or characteristics

37
Table 5.1 Ideas of Success
  • Baby Boomer Women (born 1946-1964)
  • Home life and being with friends and family are
    of utmost importance. Work is just a monetary
    thing.
  • Im starting to demand a certain quality of
    relationships.
  • Generation X Men (born 1965-1976)
  • The main goal is being at peace with myself.
  • I want to make sure that I have a job I enjoy, a
    personal life, and the opportunity to enjoy
    things outside of work.

38
Sprite targets a specific subculture
39
Enrique Inglesias
Music crossovers give mainstream music Hispanic
flavor
Video How Reebok reaches the youth culture
through Hip Hop music
40
Social Class
  • Social class is the overall rank of people in a
    society
  • People in the same class tend to have similar
    occupations, similar income levels, share common
    tastes in clothes, decorating styles, and leisure
    activities. They may share political and
    religious beliefs.

41
Group Memberships
  • A reference group is a set of people a consumer
    wants to please or imitate
  • The group can be composed of one person, a few
    people, or many people. They may be people you
    know or dont know.
  • Conformity is at work when people change as a
    reaction to real or imagined group pressure

42
Sex Roles
Cool Shoppin Barbie reinforces sex roles
43
Challenging Sex Roles
This German ad for Schick razors challenges sex
role expectations They are men!
44
Opinion Leaders
  • An opinion leader is a person who influences
    others attitudes or behaviors because they are
    perceived as possessing expertise about the
    product

45
Consumer-to-Consumer E-Commerce
  • Communications and purchases that occur among
    individuals without directly involving the
    manufacturer or retailer
  • Virtual Communities
  • Multi-User Dungeons (MUDs)
  • Rooms, Rings, Lists
  • Boards
  • Auction sites
  • Product Rating sites
  • Protest sites

46
Online Communities
47
Disgruntled BK Employee
A former Burger King employee created this
protest site
48
Issues for Discussion_1
  • What are some big cultural or demographic trends
    that may affect marketing for the following
    products?
  • Housing
  • Magazines
  • Education
  • Telecommunications
  • Travel and tourism
  • Automobiles

49
Issues for Discussion_2
  • What are the core values of your culture? What
    subcultures are you a member of? What distinctive
    beliefs, characteristics, or experiences are a
    part of the subcultures?
  • Does conformity from reference groups exert a
    positive or negative influence on consumers? With
    what types of products is conformity more likely
    to occur?

50
Issues for Discussion_3
  • What do you think the future of C2C e-commerce
    is? How will it affect traditional marketing
    firms?
  • How would you describe the decision process for
    impulse products placed near a stores checkout
    area?
  • What are some ways you think sex roles differ in
    different countries? What are the implications
    for marketers?
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