MKTG
5
CHAPTER
Consumer
Decision Making
Understanding Consumer Behavior
consumers make
purchase decisions
Consumer
behavior
= HOW
consumers use and
dispose of product
Importance of Consumer Behavior
• Why study consumer behavior?
– Complex: personality is a poor predictor of
purchasing.
– Purchasing agent is variable (no longer wife,
husband, etc…)
– May have + attitude
without intent to buy
(I like Jennifer Anniston
v.s. I plan to see Anniston’s
new movie; Mercedes)
– Routine or involved
decisions
An Involved Choice?
• Previous experience, interest, risk, social visibility and
purchase situation
• Purchase situation includes:
1. Time (convenience
2. Reason for purchase
stores a good value vs
(gift vs personal use;
grocery?)
restaurant choice)
3. Atmospherics (how stores
makes you feel)
– What are some of
the other things that
makes you purchase
a particular product?
Purchase Situation by Gender
Consumer
Decision-Making Process
Need Recognition
(vs.want)
Cultural, Social,
Individual and
Psychological
Factors
affect
all steps
Information Search
(internal/external)
Evaluation
of Alternatives
(evoked set)
Purchase
Postpurchase
Behavior
(satisfaction, cognitive dissonance)
Cognitive Dissonance
Dissonance
•
•
Buyer’s remorse
Ex: Neiman Marcus, United Airlines, and
what else??
Other Influences
•
•
•
•
Social factors (reference groups,
opinion leaders, family)
Cultural factors (values,
subcultures, class)
Individual factors
(demographics, psychographics)
Psychological factors (perception,
motivation, learning, and beliefs)
Social Factors
Reference groups
– Those you look to for guidance. What are some
reference groups that you can think of??
– Marketers: opinion leaders, influence others, usually
type of product
– Most influential for visible products (car vs mattress –
function)
Cultural Influences
•
•
•
Subcultures and values
Social Class is defined as people with
the same status in a society.
It is NOT simply a function of income
a. Factors U.S.: usually measured
i. Occupation
ii. Education
iii. Housing
b. U.S. is fluid (change)
c. People over rank themselves
Individual Influences
• Demographic change
• Change in lifestyles and attitudes
1936
1965
1972
1986
1980
current
Betty Crocker pictures change as consumer attitudes and lifestyles also change.
Oil of Olay Ads
Before
After
People did not see the positive association between oil and beauty. As such,
the second logo for Olay was changed and oil was taken out.
Psychological Influences
Perception
– Gathering & interpreting of information from
the world around us.
– The process involves:
a. Selective exposure
– Seek what interests us, ignore others
– Ex: political information and what else??
b. Selective distortion
– Screen/modify ideas we disagree with
– Ex: power of suggestion, Bugs Bunny, and what else??
c. Selective retention
– Remember what you want
– Ex: forget homework, photo memory
Selective Distortion
Motivation
Maslow’s
Hierarchy
of Needs
A method of classifying human
needs and motivations into five
categories in ascending order
of importance.
Maslow’s Hierarchy of Needs
Exhibit 5.5
Maslow’s Hierarchy of Needs
LO7
Safety Ad Appeal
XBOX 360: Address what “needs?”
Summary
• Why study consumer behavior?
• Involvement factors
– Social, cultural, individual, psychological
• Hierarchy of needs
• Any questions?