Transcript Influences

chapter 3
consumer behaviour
learning objectives_1
• Understand the decision-making
processes that consumers go through as
they make a purchase
• Appreciate how those processes differ
between different buying situations
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learning objectives_2
• Understand the influences that affect
decision-making, whether environmental,
psychological or sociocultural
• Appreciate the implications of those
processes and influences for marketing
strategies
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Figure 3.1 Consumer Buying
Decision-Making Process
Individual
influences
Situational
influences
Decision-making
process
Group
influences
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Marketing mix
The Decision-Making Process
Problem Recognition
Information search
Information evaluation
Decision
Post-Purchase Evaluation
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Information Search
• What kind of
purchase will
address problem?
• How can the
product be
obtained?
• What information
is needed?
Source: C&G http://www.cheltglos.co.uk
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Information Search
Ongoing
Search
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Purposeful
Search
Information Evaluation
Information Evaluation involves a
process of narrowing down a wide
list of potential options to an evoked
set, typically by constructing
performance criteria with which to
judge choices.
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Interactive Decision Aids
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Decision
• Consumers may use rules of thumb
to decide:
– Choose the cheapest
– Choose the most expensive
– Select the brand used before
– Others?
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Post-Purchase Evaluation
• Affects likelihood
of repeat
purchase
• May evoke
cognitive
dissonance
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Review of the
Decision-Making Process
I’m hungry
Problem recognition
What’s available?
Information search
Cakes or chocolate?
Information evaluation
Snickers!
Decision
I should’ve had cake.
Post-purchase evaluation
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Purchasing Situations
Routine
Limited
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Extended
Routine Problem-Solving
Situation
• Low risk, low price
Purchase stages
• Awareness
• Trial
• Repeat purchase
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Limited Problem Solving
Situation
• Moderate price,
moderate risk
• Relatively
infrequent
purchase
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Extended Problem Solving
Situation
• High cost, high
risk
• Infrequent
purchase
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Consumer Buying
Decision-Making Process
Individual
influences
Situational
influences
Decision-making
process
Group
influences
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Marketing mix
Situational
(Environmental) Influences
Sociocultural
Regulatory
Technological
Political
Economic
Competitive
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Consumer Buying
Decision-Making Process
Individual
influences
Situational
influences
Decision-making
process
Group
influences
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Marketing mix
Personality
Personality can
play a role in
consumer
behaviour,
particularly with
high involvement
products (e.g.,
choice of holiday)
Source: © Hayes & Jarvis (Travel) Ltd http://www.hayesandjarvis.co.uk
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Perceptions
Selective
attention
Selective
perception
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Selective
retention
Learning
Learning is the more or less
permanent change in behaviour
which occurs as a result of practice.
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Figure 3.3 Maslow’s
Hierarchy of Needs
Fulfilment
Self-actualisation
Esteem
Success
Membership
Belongingness
Safety
Security
Sex
Physiological
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Potential
Status
Affection
Protection
Hunger
Attitudes
Cognitive
Affective
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Conative
Skoda Responded to
Negative Attitudes
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Consumer Buying
Decision-Making Process
Individual
Influences
Situational
influences
Decision-making
process
Group
influences
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Marketing mix
Group Membership
Affects individuals by helping to
• Differentiate between essential and nonessential purchases
• Prioritise purchases where resources are
limited
• Define meaning of a product and its
benefits
• Foresee post-purchase implications
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Other Group Influences
Social class
Reference groups
Culture
Family
Sub-culture
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Figure 3.4 Influences on Culture
Individual
Institutions
Culture
Societal
environment
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Reference Groups
• Membership
• Aspirant
Source: © Harley-Davidson UK http://www.harley-davidson.com
eg Harley Davidson
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Figure 3.5 Family Life Cycle
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Figure 3.6 Family as a
Decision-Making Unit
Initiator
Influencer
User
Purchasing
Decision
Purchaser
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Decider
Key Terms_1
• _____ refer to the stance that individuals take on
a subject that predisposes them to act and react
in certain ways.
Attitudes
• If one has _____ of a product, it means that he or
she is conscious that the product exists.
Awareness
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Key Terms_2
• The state of psychological discomfort that arises
when a consumer tries to reconcile two
conflicting states of mind is known as _____.
Cognitive dissonance
• _____ is the process that consumers go through
in deciding what to purchase.
Consumer decision-making
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Key Terms_3
• What term refers to the personality of the society
in which an individual lives, manifest in terms of
the built environment, literature, the arts, beliefs
and value systems?
Culture
• The shortlist of potential products that the
consumer has to choose from when making a
purchase decision is known as the _____.
Evoked set
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Key Terms_4
• What type of problem solving is involved with the
purchasing situation requires a great deal of time
and conscious information searching and
analysis?
Extended problem solving
• The model that represents the way in which a
family's structure changes naturally over time is
known as the _____.
Family life cycle
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Key Terms_5
• When consumers have so much information
available that they cannot assimilate it and/or
feel overwhelmed, they are suffering from _____.
Information overload
• _____ is the change in behaviour that results
from experience and practice.
Learning
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Key Terms_6
• What form of problem solving is used for
moderately priced products that are infrequently
purchased?
Limited problem solving
• _____ is the driving force that make people act
as they do.
Motivation
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Key Terms_7
• _____ is the way in which individuals analyse
and interpret incoming information and make
sense of it.
Perception
• The term,_____, refers to the features, traits,
behaviours and experiences that make each
person a unique individual.
Personality
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Key Terms_8
• During which stage of the consumer decisionmaking process does the consumer reflect upon
whether the product met expectations, exceeded
them or was disappointing?
Post-purchase evaluation
• During which stage of the consumer decisionmaking process does the consumer realise that
he or she has a problem that can be solved
through purchasing goods or services?
Problem recognition
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Key Terms_9
• The context in which a consumer purchasing
decision is made, defined by the frequency of
purchase, the risks involved, and the level of
information searching undertaken is called the
_____.
Purchasing situation
• _____ are groups to which an individual belongs
or aspires to belong and which affect consumer
behaviour.
Reference groups
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Key Terms_10
• Firms want consumers to purchase a product on
more than one occasion, known as _____.
Repeat purchase
• Which type of problem solving is used when
selecting products that are regularly purchased,
and low priced?
Routine problem solving
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Key Terms_11
• _____ refers to a form of stratification that
structures and divides a society, often on the
basis of income and occupation, for marketing
purposes.
Social class
• When a consumer purchases and/or uses a
product for the first time, a _____ has occurred.
Trial
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