Transcript Michael R. Solomon 8th edition Consumer behavior is a process • Consumer behavior is the study of the processes involved when individuals or groups.

Michael R. Solomon
8th edition
Consumer behavior is a process
• Consumer behavior is the study of the
processes involved when individuals or
groups select, purchase, use, or dispose of
products, services, ideas, or experiences to
satisfy needs and desires.
•  Discuss each highlighted word
Stages in the consumption process
Consumers’ Perspective
Marketer’s Perspective
PREPURCHASE ISSUES
PREPURCHASE ISSUES
How does a consumer decide he/she needs
product? What are the best sources of
information to learn alternative choices?
How are consumer attitudes toward products
formed/changed? What cues do consumers use to
infer which products are superior to others?
PURCHASE ISSUES
PURCHASE ISSUES
Is acquiring a product a stressful or pleasant
experience? What does the purchase say about
the consumer?
How do situational factors, such as time pressure or
store displays, affect the consumer’s purchase
decision?
POSTPURCHASE ISSUES
POSTPURCHASE ISSUES
Does the product provide pleasure or perform its
intended function? How is the product eventually
disposed of, and what are the environmental
consequences of this act?
What determines whether a consumer will be
satisfied with a product and whether he/she will buy
it again? Does this person tell others about his/her
experiences with the product and influence their
purchase decisions?
Segmenting Consumers
• Demographic Dimensions
 Age
 Gender
 Family Structure
 Social Class and Income
 Race and Ethnicity
 Geography
• Beyond Demographics : Lifestyles
Market Segmentation Categories
Geographic Segmentation
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Region
City size
Density
Climate
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Provinces
Kota ibukota, kotamadya, desa
Urban, Sub-urban, Rural
hot, cool, mountain, coastland
Demographic Segmentation
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Age
Sex/gender
Income/Expenditure
Education
Occupation
 + cohort segmentation
 Ethnic group
 Religion
 Family lifecycle
AN OVERVIEW OF THE FAMILY LIFE CYCLE AND BUYING BEHAVIOR
STAGE IN FAMILY LIFE CYCLE
BUYING OF BEHAVIORAL PATTERN
1. Bachelor stage: young, single,
people not living at home
Few financial burdens. Fashion opinion leader. Recreation oriented.
Buy: basic kitchen equipment, basic furniture, cars, equipment for
the mating game, vacations.
2. Newly Married couples: young, no
children
Better off financially than the will be in near future. Highest purchase
rate and highest ever-age purchase of durables. Buy: cars,
refrigerators, stoves, sensible and durable furniture, vacations.
3. Full nest I: youngest child under six
Home purchasing at peak. Liquid assets low. Dissatisfied with
financial position and amount of money saved. Interested in new
products. Like advertised products. Buy: washers, dryers, TV, baby
food, chest rubs and cough medicines, vitamins, dolls, wagons, sled,
skates.
4. Full nest II: youngest child six or
over.
Financial position better. Some wives work. Less influenced by
advertising. Buy larger-size packages, multiple-unit deals. Buy: many
foods, cleaning materials, bicycle, music lessons, pianos.
5. Full nest III: older married couples
with dependent children
Financial position still better. More wives work. Some children get
jobs. Hard to influence with advertising. High average purchase of
durables. Buy: new, more tasteful furniture, auto travel, unnecessary
appliances, boats, dental services magazines.
6. Empty nest I: older married
couples, no children living with
them, head in labor force.
Home ownership at peak. Most satisfied with financial position and
money saved. Interested in travel, recreation, self-education. Make
gifts and contributions. Not interested in new product. Buy:
vacations, luxuries, home improvements.
7. Empty nest II: older married. No
children living at home, head
retired.
Drastic cut in income. Keep home. Buy: medical appliances, medicalcare products that aid health, sleep, and digestion.
8. Solitary survivor, in labor force
Income still good but likely to sell home
9. Solitary survivor, retired
Same medical and product needs as other retired group; drastic cut
in income. Special need for attention, affection, and security.
Psychographic Segmentation
Lifestyle segmentation : Lifestyle dimensions
 A-I-O + D
 Activities
 Interests
 Opinions
 Demographics
Behavior Segmentation
Use-related
 Usage level/rate/volume
 Awareness status
 Brand loyalty
 Product user
 Location
 Person
 Situation
Benefit segmentation
 Convenience
 Social acceptance
 Economy
 Quality
The Meaning of Consumption
• People buy products for
– What they do
– What they mean
• Relationships between consumers and product:
– Self concept attachment : the product helps to establish user’s
identity
– Nostalgic attachment: the product links with past self
– Interdependence : the product is a part of the user’s daily routine
– Love : the product elicits emotional bonds of warmth , passion or
other strong emotions.
The Global Consumer
• Growing urban centers
• Global consumer culture : unite people all
over the world by common devotion to brand
names, movie stars, celebrities, leisure
activities, multinational companies.
• Virtual consumption and the power of
crowds/communities
Do Marketers Manipulate Consumers?
• Do marketers create needs? -Needs and wants
• Are advertising and marketing necessary?
• Do marketers create miracles?
Two Issues of Consumer Behavior
BRIGHT ISSUES
DARK ISSUES
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Consumerism
Consumer Research
Social Marketing
Green Marketing
Consumer Terrorism
Addictive Consumption
Compulsive Consumption
Consumed Consumers
• Prostitutes
• Organ, blood, hair donors
• Babies for sale
o Illegal Activities
• Consumer theft and fraud
• Anticonsumption :
deliberately deface or
mutilate products.
Interdisciplinary Influences on the Study of
Consumer Behavior
Disciplinary Focus
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Experimental Psychology
Clinical Psychology
Microeconomics
Social Psychology
Sociology
Macroeconomics
Semiotics
Demography
History
Cultural Anthropology
Product role
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Perception, learning, and memory process
Psychological adjustment
Allocation of individual and family resources
Behavior of individuals as members of social groups
Social institutions and group relationships
Consumers’ relations with the marketplace
Verbal and visual communication of meaning
Measurable characteristics of a population
Societal changes over time
Society’s beliefs and practices
Reading Assignment : Chapter 2
• Review Questions : no. 4, 5, 8, 13
• Discuss : no. 1, 3
• Apply : 7, 8