consume behaviour

1. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 1
Consumer Behavior
 Influences on consumer
behavior
 Psychological
 Decision making
 Attitudes and attitude
change
 Sociocultural
 Reference groups
 Family decision making
 Culture and subculture

2. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 2
Consumer Problems and
Recognition
 Consumer problem: Discrepancy
between ideal and actual state--e.g.,
consumer:
 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

3. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 3
CONSUMER DECISIONS:
Theory and Reality in Consumer Buying
Information
Search
Problem
Recognition
Evaluation of
Alternatives
Purchase
Postpurchase
Evaluation/
Behaviors
Theory
Complications

4. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 4
Approaches to Search for
Problem Solutions
INTERNAL
EXTERNAL
Memory
Thinking
Word of mouth, media,
store visits, trial
CATALOG

5. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 5
Cost vs. Benefits of Search
 Market
Characteristics
 Product
Characteristics
 Consumer
Characteristics
 Situation
Characteristics

6. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 6
Decision Issues
 Types of decisions
 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)
 Type of evaluation:
 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)

7. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 7
Variety Seeking and Impulse
Buying
 Variety seeking
» need varies among consumers
by optimal stimulation level
(OSL)
» Use innovativeness
 Impulse purchases
» Motivation
» Consequences
“Don’t give me that
same old cola, that
same old cola--
I want a rock’n’roller!”

8. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 8
Psychological Influences
 Motivation
 Personality
 Perception
 Attention and
competition for
attention
 Selective perception
 Subliminal
influence?
 Perceived risk
 Learning
 Change in behavior
 May or may not be
conscious
 Values, beliefs, and
attitudes
 Lifestyle—e.g.,
VALS2

9. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 9
Attitude Change Strategies
 Change Affect
 Classical conditioning
 Attitude toward the ad
 Mere exposure
 Change behavior (e.g.,
sampling)
 Change Belief Component
 Change existing beliefs
 Change importance of attributes
 Add beliefs
 Change ideal

10. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 10
One-sided vs. two sided
appeals
 One-sided: only
saying what favors
your side
 Two-sided: stating
your case but also
admitting points
favoring the other
side
 Why is this
effective?

11. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 11
Sociocultural Influences
 Personal Influence
 Opinion leadership
 Word of mouth and
rumors
 Reference groups
 Associative: “We’re
the Pepsi
generation…”
 Dissociative: “It’s
not your father’s
car.”
 Aspirational
 Culture
 Subculture

12. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 12
Potential Family Life Cycle
Stages
YOUNG
SINGLE
BLENDED
SINGLE
PARENT
FULL NEST
I/II/III
EMPTY NEST
I/II
OLDER
SINGLE
YOUNG
COUPLE

13. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 13
Economic/Marketing Implications of
Household Cycles
 Income tends to
increase with time
 But children/
obligations add cost
 Divorce
 increases costs
 may change income
distribution
marriage
 Product demand
due to
 singles with low
expenses
 new couples
 divorced families
 children
 empty nesters -->
more income

14. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 14
Household Decision Making
 Roles/influence
 Information
gatherers/holders
 Influencers
 Decision makers
 Purchasers
 Users

15. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 15
More Sociocultural Influences
 Social class
 In the U.S.
 Positioning
strategies:
 “Upward Pull”
 “At Level”
 In other cultures
 Culture: “Share
meanings”
 Subculture
 Ethnic
 Generational
 Regional
 Religious groups

16. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 16
Organizational Buyers
 Types
 Industrial
 Reseller
 Government and
non-profit
organizations
 Characteristics
 Greater involvement
 Bureaucracy
 Long term
relationships

17. MKTG 370 CONSUMER BEHAVIOR Lars Perner, Instructor 17
The Means-End Chain
Large engine
Fast acceleration
Performance
Feeling of power
Self-esteem
Aim promotion/
positioning at higher
levels of chain!
Attributes
Consequences
Values