CHAPTER
CONSUMER
BEHAVIOR
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-1
AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:
1. Describe the stages in the consumer
decision process.
2. Distinguish among three variations of
the consumer decision process: routine,
limited, and extended problem solving.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-2
AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:
3. Identify major psychological influences
on consumer behavior.
4. Identify major sociocultural influences
on consumer behavior.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-3
GETTING TO KNOW THE
AUTOMOBILE CUSTOM(H)ER
AND INFLUENC(H)ER
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CONSUMER PURCHASE
DECISION PROCESS
• Consumer Behavior
• Purchase Decision Process
• Problem Recognition: Perceiving a Need
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
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FIGURE 5-1 Purchase decision process
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
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CONSUMER PURCHASE
DECISION PROCESS
• Information Search: Seeking Value
 Internal Search
 External Search
• Personal Sources
• Public Sources
• Market-Dominated Sources
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-7
FIGURE 5-2 Consumer Report’s evaluation
of portable MP3-capable CD players
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
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CONSUMER PURCHASE
DECISION PROCESS
• Alternative Evaluation: Assessing Value
 Evaluative Criteria
 Consideration Set
• Purchase Decision: Buying Value
• Postpurchase Behavior: Value in
Consumption or Use
 Cognitive Dissonance
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-9
FIGURE 5-A What new car buyers consider
most important in deciding what new car to
buy
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
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Consumer Purchase Decision
Why is post purchase behavior important?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
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CONSUMER PURCHASE
DECISION PROCESS
• Involvement and Problem-Solving
Variations
 Extended Problem Solving
 Limited Problem Solving
 Routine Problem Solving
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-12
CONSUMER PURCHASE
DECISION PROCESS
• Situational Influences
 Purchase Task
 Social Surroundings
 Physical Surroundings
 Temporal Effects
 Antecedent States
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-13
FIGURE 5-3 Comparison of problem-solving
variations
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Slide 5-14
FIGURE 5-4 Influences on the consumer
purchase decision process
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-15
Concept Check
1. What is the first stage in the
consumer purchase decision process?
A: problem recognition
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-16
Concept Check
2. The brands a consumer considers
buying out of the set of brands in
a product class of which the
consumer is aware is called the
______________.
consideration set
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-17
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Motivation and Personality
 Motivation
 Personality
• Physiological Needs
• Self-Concept
• Safety Needs
• Social Needs
• Personal Needs
• Self-Actualization Needs
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-18
FIGURE 5-5 Hierarchy of needs
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
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PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Perception
 Selective Perception
• Selective Perception
• Selective Exposure
• Selective Comprehension
• Selective Retention
 Subliminal Perception
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-20
PSYCHOLOGICAL INFLUENCES
ON 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
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-21
Fresh Step Crystals Cat Litter
Why use the Good Housekeeping Seal?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-22
Mary Kay’s Velocity Fragrance
Why offer a free sample through a website?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-23
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Learning
 Behavioral Learning
• Drive
• Stimulus Generalization
• Response
• Stimulus Discrimination
• Reinforcement
 Cognitive Learning
 Brand Loyalty
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-24
FIGURE 5-B Brand loyalty tendency by
product category
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-25
PSYCHOLOGICAL INFLUENCES
ON 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
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-26
Colgate Total Toothpaste and
Bayer Extra Strength Aspirin
How did these ads change attitudes?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-27
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Lifestyle
 Psychographics
 VALS™
• Thinkers
• Experiencers
• Believers
• Makers
• Achievers
• Innovators
• Strivers
• Survivors
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-28
VALS™ Consumer Segments
How do consumers make purchase decisions?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-29
Concept Check
1. The problem with the Toro Snow Pup
was an example of selective
_____________.
comprehension
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-30
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.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-31
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Personal Influence
 Opinion Leadership
• Opinion Leaders
• Word of Mouth
• Buzz
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-32
Pierce Brosnan and Anna Kournikova
Why use celebrity spokespersons?
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FIGURE 5-C Word of mouth influence
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
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SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Reference Groups
 Membership Group
 Aspiration Group
 Dissociative Group
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-35
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Family Influence
 Consumer Socialization
 Family Life Cycle
 Family Decision Making
• Information Gatherer
• Purchaser
• Influencer
• User
• Decision Maker
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-36
Haggar Clothing
What role do women play in this purchase?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-37
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Culture and Subculture
 African American Buying Patterns
 Hispanic Buying Patterns
 Asian American Buying Patterns
• Assimulated
• Nonassimulated
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-38
Bonne Bell Cosmetics
Why target the African American women market?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-39
Hershey’s Kisses
Why use Spanish language ads in the U.S.?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-40
Concept Check
1. What are the two primary forms of
personal influence?
A: opinion leadership; word of mouth
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-41
Concept Check
2. What two challenges must marketers
overcome when marketing to
Hispanics?
A: diversity of this subculture; the
language barrier
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-42
GOING ONLINE
TRACKING BUYING POWER
OF MULTICULTURAL
CONSUMERS
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-43
Going Online
1. What is the most recent estimate of the
buying power of African Americans,
Hispanics, and Asian Americans in the
United States?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-44
Going Online
2. In which states is African American
buying power the highest? Which
states have the highest Hispanic and
Asian American buying power?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-45
VIDEO CASE 5
KEN DAVIS PRODUCTS, INC.:
SAUCES FOR ALL TASTES
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-46
VIDEO CASE 5
Ken Davis Products
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-47
VIDEO CASE 5
Ken Davis Products
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-48
VIDEO CASE 5
Ken Davis Products
1. In what ways have American eating
habits changed over the past decade
that affect a barbecue sauce
manufacturer?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-49
VIDEO CASE 5
Ken 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?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-50
VIDEO CASE 5
Ken Davis Products
3. How can Ken Davis Products do
marketing research on consumers to
find out what they eat, to learn how
they use barbecue sauces, and to get
ideas for new products?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-51
VIDEO CASE 5
Ken Davis Products
4. (a) Do you think a small, regional
company such as Ken Davis Products
should have entered the market as a
premium-priced product or a lowpriced product? (b) What should be
its pricing strategy be today?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-52
VIDEO CASE 5
Ken Davis Products
5. What do you see are the
(a) satisfactions and (b) concerns of
being in business for yourself?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-53
SUPPLEMENTAL
LECTURE NOTE 5-1
MISTAKES MUY GRANDE
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-54
IN-CLASS ACTIVITY 5-1
BUYING PROCESS FOR
STARBUCKS COFFEE
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Slide 5-55
Starbucks House Blend Coffee
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Slide 5-56
FIGURE 11-D Purchase decision process
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Slide 5-57
IN-CLASS ACTIVITY 5-2
MAKING DECISIONS
WITH THE PRESIDENT OF
KEN DAVIS PRODUCTS, INC.
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Slide 5-58
Ken Davis Jazz it Up Marinade Sauce
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Ken Davis News
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-60
Consumer Behavior
Consumer behavior consists of the
actions a person takes in purchasing and
using products and services, including the
mental and social processes that come
before and after these actions.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-61
Purchase Decision Process
The purchase decision process is the
stages a buyer passes through in making
choices about which products and
services to buy.
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Slide 5-62
Involvement
Involvement consists of the personal,
social, and economic significance of the
purchase to the consumer.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-63
Motivation
Motivation is the energizing force that
stimulates behavior to satisfy a need.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-64
Personality
Personality refers to a person’s consistent
behaviors or responses to recurring
situations.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-65
Perception
Perception is the process by which an
individual selects, organizes, and
interprets information to create a
meaningful picture of the world.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-66
Perceived Risk
Perceived risk represents the anxieties
felt because the consumer cannot
anticipate the outcomes of a purchase but
believes that there may be negative
consequences.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-67
Learning
Learning refers to those behaviors that
result from (1) repeated experience and
(2) reasoning.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-68
Brand Loyalty
Brand loyalty is a favorable attitude
toward and consistent purchase of a single
brand over time.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-69
Attitude
An attitude is a “learned predisposition
to respond to an object or class of objects
in a consistently favorable or unfavorable
way.”
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-70
Beliefs
Beliefs are a consumer’s subjective
perception of how a product or brand
performs on different attributes based on
personal experience, advertising, and
discussions with other people.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-71
Opinion Leaders
Opinion leaders are individuals who
exert direct or indirect social influence
over others.
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Slide 5-72
Word of Mouth
Word of mouth is the influencing of
people during conversations.
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Slide 5-73
Reference Groups
Reference groups are people to whom an
individual looks as a basis for
self-appraisal or as a source of personal
standards.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-74
Family Life Cycle
The family life cycle describes the
distinct phases that a family progresses
through from formation to retirement,
each phase bringing with it identifiable
purchasing behaviors.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 5-75
Subcultures
Subcultures are subgroups within the
larger, or national, culture with unique
values, ideas, and attitudes.
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Slide 5-76