Consumer Behavior
Jeremy Kees, Ph.D.
Model of Consumer Behavior
Review….
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So, we’ve talked about the marketing concept
and the importance of building relationships
But before we can start marketing, we have to
understand:
1. The market in which we’re going to compete in
2. Our consumers
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Key Concepts over the next few weeks:
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Consumer Behavior
Marketing Research
Market Segmentation
Targeting / Positioning
CONSUMER
Problem Recognition
Out of Stock
Related Product
Purchase
Dissatisfaction
Market-Induced
Recognition
New Needs
or Wants
New
Products
Information Search
Personal
Sources
Evaluation of Alternatives
All available brands
Guinness
The Beast
Blue Rib.
Coors Lt.
Yuengling
Bud Lt.
Hop Devil
Miller Lt.
Becks
Amstel Lt.
Natty Lt.
Mic Ultra
Smithwicks
High Life
Corona
Hop Devil
Shiner Bock
Guinness
Becks
Smithwicks
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Successive Sets…
Usage and/or Disposal of Products
Why could this info be important to Marketers??
5-10
Consumer Behavior:
Influencing Factors
Intrapersonal Factors
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Needs and Motives
Perceptions
Attitudes
Learning
Self-Concept
Needs and Motives
Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
Perceptions
• Key variable in marketing
• “how we make sense of the world we
live in”
• Subliminal Perception
– Examples 1 and 2
Attitude
• Components of Attitude:
– Cognitive What we think
– Affective: How we feel
– Behavioral: How we act
• Strategies for changing consumer
attitude…
Learning
• Conceptual
• Experiential
• Reinforcement
• Implications for marketing…
Personality and SelfConcept
• Personality: the unique psychological
characteristics….
• Self-Concept: A person’s multifaceted
picture of himself or herself, composed
of the:
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Real self
Self-image
Looking-glass self
Ideal self
Interpersonal Factors
• Culture
• Social Influences
• Family Influences
Culture
• Culture: values, beliefs, preferences,
and tastes handed down from one
generation to the next
• What are some characteristics of
American culture??
Culture and International Marketing
• Culture is perhaps the most critical
aspect of doing business internationally
• Self-Reference Criterion = one’s
tendency to judge others based on our
own cultural experiences
• Ethnocentism = regarding one’s own
culture as superior than another
Culture
• Subculture: Subgroup of culture with
its own, distinct modes of behavior
– Cultures are not homogeneous entities with universal
values
– Subcultures can differ by:
• Ethnicity or Nationality
• Age or Gender
• Religion
• Social class or Profession
Culture
Social Influences
• Group membership
influences an individual’s
purchase decisions and
behavior in both overt and
subtle ways
• Reference Groups: groups
whose value structures and
standards influence a
person’s behavior
Social Influences
• Social Classes: groups whose rankings
are determined by occupation, income,
education, family background, and
residence location
Family Influences
• Family Decision-Making Structures
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Autonomic
Husband-dominant
Wife-dominant
Syncratic
• Children’s Influence