Transcript CHAPTER 5 Consumer Behavior

Principles of
Contemporary Marketing
Kurtz & Boone
Chapter 5
Consumer Behavior
CHAPTER 5 Consumer Behavior
Chapter Objectives
1.
Define consumer behavior and describe the role it plays in
marketing decisions.
2.
Describe the interpersonal determinants of consumer
behavior: cultural, social, and family influences.
3.
Explain each of the personal determinants of consumer
behavior: needs and motives, perceptions, attitudes, learning,
and self-concept theory.
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CHAPTER 5 Consumer Behavior
Chapter Objectives
4.
Distinguish between high-involvement and low-involvement
purchase decisions.
5.
Outline the steps in the consumer decision process.
6.
Differentiate among routinized response behavior, limited
problem solving, and extended problem solving by
consumers.
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CHAPTER 5 Consumer Behavior
Consumer Behavior
o Process through which buyers make purchase
decisions
o Marketers borrow extensively from psychology and
sociology to better understand consumer behavior
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CHAPTER 5 Consumer Behavior
Interpersonal Determinants Of
Consumer Behavior
o Cultural influences
o Culture - Values, beliefs, preferences, and tastes handed
down from one generation to the next
o Subcultures - Groups with their own distinct modes of
behavior
o Social influences
o Everyone belongs to multiple social groups: family,
neighborhood, clubs, and sports teams
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CHAPTER 5 Consumer Behavior
Note: Percentages do not total to 100 percent due to overlap of some racial and ethnic categories.
Source: Data from the U.SX. Census Bureau, “Projected Population of the United States, by Race and Hispanic Origin: 2000 to 2050,”
www.census.gov, accessed February 25, 2010, “An Older and More Diverse Nation by Midcentury,” U.S. Census Bureau News,
http://www.census.gov, accessed February 25, 2010.
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CHAPTER 5 Consumer Behavior
Interpersonal Determinants Of
Consumer Behavior
o Reference groups - Groups whose value structures and
standards influence a person’s behavior
o Social classes
o Six classes: upper-upper, lower-upper, upper-middle,
lower-middle, working class, and lower class
o Opinion leaders - Trendsetters who purchase new
products before others in a group and then influence
others in their purchases
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CHAPTER 5 Consumer Behavior
Interpersonal Determinants Of
Consumer Behavior
o Family influences
o Family structure has changed over the last century
o Children and teenagers represent a huge market and
they influence what their parents buy
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CHAPTER 5 Consumer Behavior
Personal Determinants of Consumer Behavior
o Need - Imbalance between a consumer’s actual and
desired states
o Motive - Inner state that directs a person toward the
goal of satisfying a need
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CHAPTER 5 Consumer Behavior
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CHAPTER 5 Consumer Behavior
Perceptions
o Meaning that a person attributes to incoming stimuli
gathered through the five senses
o Perceptual screens - The mental filtering processes
through which all inputs must pass
o Subliminal perception - Subconscious receipt of
incoming information
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CHAPTER 5 Consumer Behavior
Attitudes
o Person’s enduring favorable or unfavorable
evaluations, emotions, or action tendencies toward
some object or idea
o Attitude components
o Cognitive
o Affective
o Behavioral
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CHAPTER 5 Consumer Behavior
Learning
o Knowledge or skill that is acquired as a result of
experience, which changes consumer behavior
o Components of learning process:
o Drive
o Cue
o Response
o Reinforcement
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CHAPTER 5 Consumer Behavior
Self-Concept Theory
o Person’s multifaceted picture of himself or herself
o Four components that influence purchasing decisions:
o Real self
o Self-image
o Looking-glass self
o Ideal self
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CHAPTER 5 Consumer Behavior
Source: Roger Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, 10th ed.
(Mason, OH: South-Western, 2006).
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CHAPTER 5 Consumer Behavior
The Consumer Decision Process
o High-involvement purchase decisions
o Purchases with high levels of potential social or
economic consequences
o Low-involvement purchase decisions
o Routine purchases that pose little risk to the consumer
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CHAPTER 5 Consumer Behavior
The Consumer Decision Process
o Problem or opportunity recognition
o Consumer becomes aware of a gap between the existing
situation and a desired situation
o Search
o Consumer gathers information about the attainment of
a desired state of affairs
o Evoked set - Number of alternatives that a consumer
actually considers in making a purchase decision
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CHAPTER 5 Consumer Behavior
The Consumer Decision Process
o Evaluation of alternatives
o Consumer evaluates the evoked set of options and as
the search progresses, the consumer accepts, distorts, or
rejects
o Evaluative criteria - Features that a consumer considers
in choosing among alternatives
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CHAPTER 5 Consumer Behavior
The Consumer Decision Process
o Purchase decision and purchase act
o After evaluating each alternative in the evoked set, the
consumer decides where or from whom to make the
purchase
o Post-purchase evaluation
o Cognitive dissonance - Imbalance among knowledge,
beliefs, and attitudes that occurs after an action or
decision, such as a purchase
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CHAPTER 5 Consumer Behavior
Classifying Consumer Problem-Solving
Processes
o Routinized response behavior
o Limited problem solving
o Extended problem solving
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