Consumer Behavior & Marketing Fundamentals
Jamie Bute
Caroline Mutonyi
Lisa Schoborg
Morgan Wortham
December 1, 2014
Agenda
Consumer purchase decision making process
Consumer behavior
Psychological Influences
Personal Influences
Social Influences
Cultural Influences
Consumer Purchase Decision Making Process
Consumer behavior
“The actions a person takes in purchasing and using products and services”
Psychological Influences
Helps marketers understand why consumers purchase or
do not purchase
Motivation
Perception
Learning
Beliefs & Attitudes
Motivation
“The energizing force that stimulates behavior to satisfy a need”
Marketers need to stimulate this need to move to purchase
Perception
“The process by which an individual selects, organizes,
and interprets information to create a meaningful picture
of the world”
https://www.youtube.com/watch?v=51Rd4tp6wpg
Learning
Behavioral learning
Developing automatic responses to situations built through
repeated experience
Stimulus generalization: response by one stimulus is generalized to
another
Ex. Using packaging similar to a popular brand
Stimulus discrimination: ability to perceive differences in stimuli
Cognitive learning
Learn by thinking and reasoning
Brand loyalty
A favorable attitude toward a brand in which the consumer
consistently buys the same brand over others
Personal Influences - Personality
Personality is the inner psychological characteristics that
determines and reflects how a person responds to his or her
environment.
The Nature of Personality
Personality varies from person to person
Personality is consistent and enduring
Personality can change with time
Raymond Cattell
Reduced the number of main personality traits from a list of
over 4,000 down to 16 by means of a statistical technique
called factor analysis
1905-1998
Hans Eysenck
Developed a model of personality based on preferences for
different forms of factor analysis. He came upon with 3 universal
traits.
1916-1997
Theories of Personality
Introversion/Extraversion
Introversion involves directing attention on inner
experiences, while extraversion relates to focusing outward
on other people and the environment.
Neuroticism/Emotional Stability
This is related to moodiness versus even temperedness.
Neuroticism refers to an individual’s tendency to become
upset or emotional, while stability refers to the tendency to
remain emotionally constant.
Psychoticism
Individuals who have difficulty dealing with reality and may
be antisocial, hostile, non-empathetic, and manipulative.
Personality Determinants
Heredity
Environment
Culture
Family and social background
Purchase Based On Age and Life Cycle
Purchase Based On Occupation
Purchase Based On Lifestyle
Purchase Based On Economic Situation
Q. What factors affect the economy?
Social Influences
Reference Groups
Norms
Rules
Status
Conformity
Membership Groups
Formal
Informal
Non-membership groups
Aspirational
Avoidance
Social Factors
Reference Groups
The Initiator
The Influencer
The Decision-Maker
The Buyer
Social Factors
Social roles and status
Family
MOST INFLUENTIAL
Family Life Cycle
Beliefs & Attitudes
Attitudes are shaped by our values and beliefs, which are learned
Create favorable or unfavorable ideas about a product or brand
Attitudes and Attitude Change
They are learned
They are predispositions
They are consistent
They are the link between perception and behavior
They are a “hypothetical construct”
Marketing Approaches to Attitude Change
Change beliefs about brand attributes
Healthy
Change perceived importance of attributes
Made from sustainable material
Add new attributes
Different kinds/styles
Attitudes
Source credibility
Source physical attractiveness
Source likeability
Message factors
Receiver emotions
Attitudes
Receiver's Emotions
Emotional Security
Assurance of Worth
Ego Gratification https://www.youtube.com/watch?v=1UzoO_n8Neo
Creative Outlets
Love Objects https://www.youtube.com/watch?v=LRpmFk8aXOU
Sense of Power http://www.denverpost.com/news/ci_25048554/top-five-2014super-bowl-commercials
Sense of Roots - http://www.ispot.tv/ad/7nDR/budweiser-redwhite-and-blue-summer-song-by-miike-snow
Immortality
Cultural Influences
Culture is defined as the learned patterns of traditions,
beliefs, values, norms, meanings, and symbols that serve to
regulate the behavior of members of a particular society.
Culture and Consumer Behavior
Culture is the ‘lens’ through which people view products
and try to make sense of their own and other people’s
consumer behavior.
The relationship between consumer behavior and
culture is an exchange.
Subculture
Subculture
African American
Hispanic American
Asian American
Ethnic & Racial Subcultures
High-context Culture
De-ethnicization
What Kind of Consumer Does This Ad Target?
Kluckholn Theory on Culture
Theory of Culture
Value Orientations
Dominant Value System
Kluckholm Theory on Culture
Relation to Environment
Time
Nature of People
Activity
Responsibility
Space
Any Questions?