Consumer Behavior
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Influences on consumer
behavior
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Psychological
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Sociocultural
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MKTG 370
Decision making
Attitudes and attitude
change
Reference groups
Family decision making
Culture and subculture
CONSUMER BEHAVIOR
Lars Perner, Instructor
1
Consumer Problems and
Recognition
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Consumer problem: Discrepancy
between ideal and actual state--e.g.,
consumer:
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has insufficient hair
is hungry
has run out of ink in his or her inkjet cartridge
Problems can be solved in several
ways--e.g., stress reduction <----- vacation,
movie, hot bath, medication
MKTG 370
CONSUMER BEHAVIOR
Lars Perner, Instructor
2
CONSUMER DECISIONS:
Theory and Reality in Consumer Buying
Problem
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
Postpurchase
Evaluation/
Behaviors
MKTG 370
CONSUMER BEHAVIOR
Theory
Complications
Lars Perner, Instructor
3
Approaches to Search for
Problem Solutions
INTERNAL
Memory
Thinking
EXTERNAL
Word of mouth, media,
store visits, trial
MKTG 370
CONSUMER BEHAVIOR
CATALOG
Lars Perner, Instructor
4
Cost vs. Benefits of Search
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Market
Characteristics
Product
Characteristics
Consumer
Characteristics
Situation
Characteristics
MKTG 370
CONSUMER BEHAVIOR
Lars Perner, Instructor
5
Decision Issues
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Types of decisions
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MKTG 370
Routinized response
(e.g., gas, sodas)
Limited problem solving
(e.g., car service, fast
food)
Extended problem
solving (e.g., new car,
computer, medical
procedures)
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Type of evaluation:
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CONSUMER BEHAVIOR
Compensatory: Decision
based on overall value of
alternatives (good
attribute can outweigh
bad ones)
Non-compensatory:
Absolutely must meet at
least one important
criterion (e.g., car must
have automatic
transmission)
Lars Perner, Instructor
6
Variety Seeking and Impulse
Buying
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Variety seeking
» need varies among consumers
by optimal stimulation level
(OSL)
» Use innovativeness
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“Don’t give me that
same old cola, that
same old cola-I want a rock’n’roller!”
MKTG 370
Impulse purchases
» Motivation
» Consequences
CONSUMER BEHAVIOR
Lars Perner, Instructor
7
Psychological Influences
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Motivation
Personality
Perception
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MKTG 370
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Perceived risk
Learning
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Attention and
competition for
attention
Selective perception
Subliminal
influence?
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Change in behavior
May or may not be
conscious
Values, beliefs, and
attitudes
Lifestyle—e.g.,
VALS2
CONSUMER BEHAVIOR
Lars Perner, Instructor
8
Attitude Change Strategies
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Change Affect
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Classical conditioning
Attitude toward the ad
Mere exposure
Change behavior (e.g.,
sampling)
Change Belief Component
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MKTG 370
Change existing beliefs
Change importance of attributes
Add beliefs
Change ideal
CONSUMER BEHAVIOR
Lars Perner, Instructor
9
One-sided vs. two sided
appeals
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One-sided: only
saying what favors
your side
Two-sided: stating
your case but also
admitting points
favoring the other
side
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MKTG 370
Why is this
effective?
CONSUMER BEHAVIOR
Lars Perner, Instructor
10
Sociocultural Influences
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Personal Influence
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Opinion leadership
Word of mouth and
rumors
Reference groups
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MKTG 370
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Culture
Subculture
Associative: “We’re
the Pepsi
generation…”
Dissociative: “It’s
not your father’s
car.”
Aspirational
CONSUMER BEHAVIOR
Lars Perner, Instructor
11
Potential Family Life Cycle
Stages
YOUNG
SINGLE
YOUNG
COUPLE
EMPTY NEST
I/II
FULL NEST
I/II/III
SINGLE
PARENT
OLDER
SINGLE
BLENDED
MKTG 370
CONSUMER BEHAVIOR
Lars Perner, Instructor
12
Economic/Marketing Implications of
Household Cycles
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Income tends to
increase with time
But children/
obligations add cost
Divorce
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MKTG 370
increases costs
may change income
distribution
marriage
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Product demand
due to
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CONSUMER BEHAVIOR
singles with low
expenses
new couples
divorced families
children
empty nesters -->
more income
Lars Perner, Instructor
13
Household Decision Making
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Roles/influence
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Information
gatherers/holders
Influencers
Decision makers
Purchasers
Users
MKTG 370
CONSUMER BEHAVIOR
Lars Perner, Instructor
14
More Sociocultural Influences
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Social class
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In the U.S.
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Subculture
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Positioning
strategies:
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“Upward Pull”
“At Level”
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Ethnic
Generational
Regional
Religious groups
In other cultures
Culture: “Share
meanings”
MKTG 370
CONSUMER BEHAVIOR
Lars Perner, Instructor
15
Organizational Buyers
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Types
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MKTG 370
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Industrial
Reseller
Government and
non-profit
organizations
Characteristics
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CONSUMER BEHAVIOR
Greater involvement
Bureaucracy
Long term
relationships
Lars Perner, Instructor
16
The Means-End Chain
Aim promotion/
positioning at higher
levels of chain!
Self-esteem
Values
Feeling of power
Consequences
Attributes
Performance
Fast acceleration
Large engine
MKTG 370
CONSUMER BEHAVIOR
Lars Perner, Instructor
17