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The Consumer Audience
Part 2: Planning and Strategy
Chapter 5
Chapter Outline
I. Chapter Key Points
II. How Does Consumer Behavior Work?
III. Cultural and Social Influences on Consumer
Decisions
IV. Psychological Influences that Motivate
Consumers
V. Behavioral Influences on Consumer Decisions
VI. The Consumer Decision Process
VII. Segmenting and Targeting
5-2
Key Points
• Assess cultural and social influences on consumer
responses
• Demonstrate how psychological influences motivate
customers
• Explain the behavioral characteristics that describe
consumer responses
• Describe how the consumer decision process works
• Differentiate between segmenting and targeting and
trace these tools to their sources
5-3
How Does Consumer Behavior
Work?
• Consumer behavior
– Describes how individuals or groups select,
purchase, use, or dispose of products – as well as
describing the needs that motivate these behaviors
• Consumer audience
– People who buy or use products to satisfy their
needs and wants
• Customers
– People who buy a particular brand or patronize a
specific store
5-4
Cultural and Social Influences
Culture Social Class
• Tangible items and • The position a person
intangible concepts that and his/her family hold
together define a group within society
of people or a way of
life
5-5
Cultural and Social Influences
Reference Groups Family
• A group of people who • Two or more people
are used as a guide for who are related by
behavior in specific blood, marriage, or
situations adoption and live in the
same household
5-6
Cultural and Social Influences
Demographics Characteristics
• The statistical, personal, • Age
social, and economic • Sexual orientation
characteristics that • Race and ethnicity
describe a population
• Occupation
• Income
• Geography
5-7
Psychological Influences
Perception/State of Mind Motivations
• Affects how people • Internal forces that
perceive information as stimulate people to
well as determines the behave in a particular
particular pattern of manner
consumer behavior • Produced by the tension
caused by an unfulfilled
need
5-8
Psychological Influences
Attitudes and Values Personality
• Attitudes impact • Distinctive
motivations characteristics that make
• Influence how people or brands
consumers evaluate individual
products, institutions, • Brand personalities
retail stores, and make them distinctive
advertising from their competitors
5-9
Psychological Influences
Psychographic Influences Psychographics
• Lifestyle and • Lifestyles
psychological – Looks at the ways
characteristics that have people allocate time,
a bearing on how people energy, and money
make decisions • The VALS system
– Lifestyle profiles that
collectively reflect a
whole culture
• Trends
5-10
Behavioral Influences
• Usage behavior
– How much of a product category or brand
customers buy
• Innovation and adoption
– How willing people are to be innovative and try
something new
5-11
The Consumer Decision Process
• Need recognition • The consumer
recognizes the need for
• Information search a product
• Evaluation of • Advertising should
alternatives activate or stimulate this
need
• Purchase decision
• Postpurchase
evaluation
5-12
The Consumer Decision Process
• Need recognition • Can be casual or formal
• Advertising helps the
• Information search search process by
• Evaluation of providing information
alternatives and making it easy to
find, as well as
• Purchase decision remember
• Postpurchase
evaluation
5-13
The Consumer Decision Process
• Need recognition • Consumers compare
various products and
• Information search reduce the list of options
• Evaluation of • Advertising helps sort
alternatives out products on the
basis of tangible and
• Purchase decision intangible features
• Postpurchase
evaluation
5-14
The Consumer Decision Process
• Need recognition • Often a two-part
decision
• Information search – Select the brand
• Evaluation of – Select the outlet from
which to purchase
alternatives • In-store promotions
• Purchase decision affect these choices
• Postpurchase
evaluation
5-15
The Consumer Decision Process
• Need recognition • The customer
reconsiders and justifies
• Information search the purchase
• Evaluation of • Determines whether the
alternatives customer will keep the
product, return it, or
• Purchase decision refuse to buy the
product again
• Postpurchase
evaluation
5-16
Segmenting and Targeting
• Segmenting
– Dividing the market into groups of people who
have similar characteristics in certain key product-
related areas
• Targeting
– Identifying the group that might be the most
profitable audience
5-17
Segmenting and Targeting
• Market aggregation strategy
– When planners purposefully use one marketing
strategy that will appeal to as many audiences as
possible
• Market segmentation
– Assumes that the best way to sell is to recognize
differences within the broad market and adjust
strategies and messages accordingly
5-18
Segmenting and Targeting
• Types of segmentation • Sociodemographic
– Demographic segments
segmentation • Niche markets
– Geographic – Defined by some
segmentation distinctive trait
– Psychographic
segmentation
– Behavioral segmentation
– Benefits segmentation
5-19
Segmenting and Targeting
• Targeting the right audience
– The target is described using the variables that
separate this prospective consumer group from
others who are not in the market
• Profiling the target audience
– Describing the target audience as if they are people
you know
– Used in developing media and message decisions
5-20
