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Consumer Behavior - Lars Perner

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					Consumer Behavior
   Influences on consumer
    behavior
          Psychological
               Decision making
               Attitudes and attitude
                change
          Sociocultural
               Reference groups
               Family decision making
               Culture and subculture




MKTG 370                     CONSUMER BEHAVIOR   Lars Perner, Instructor   1
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



MKTG 370           CONSUMER BEHAVIOR               Lars Perner, Instructor   2
CONSUMER DECISIONS:
Theory and Reality in Consumer Buying

            Problem
           Recognition
                                         Information
                                            Search

           Evaluation of
           Alternatives
                                           Purchase
           Postpurchase
            Evaluation/                                  Theory

             Behaviors                                   Complications


MKTG 370             CONSUMER BEHAVIOR        Lars Perner, Instructor   3
Approaches to Search for
Problem Solutions

     INTERNAL
 Memory
 Thinking



    EXTERNAL
 Word of mouth, media,                 CATALOG
 store visits, trial
MKTG 370           CONSUMER BEHAVIOR      Lars Perner, Instructor   4
Cost vs. Benefits of Search

   Market
    Characteristics
   Product
    Characteristics
   Consumer
    Characteristics
   Situation
    Characteristics

MKTG 370          CONSUMER BEHAVIOR   Lars Perner, Instructor   5
Decision Issues

   Types of decisions                   Type of evaluation:
          Routinized response               Compensatory: Decision
           (e.g., gas, sodas)                 based on overall value of
          Limited problem solving            alternatives (good
           (e.g., car service, fast           attribute can outweigh
           food)                              bad ones)
          Extended problem                  Non-compensatory:
           solving (e.g., new car,            Absolutely must meet at
           computer, medical                  least one important
           procedures)                        criterion (e.g., car must
                                              have automatic
                                              transmission)

MKTG 370                  CONSUMER BEHAVIOR              Lars Perner, Instructor   6
  Variety Seeking and Impulse
            Buying
                              Variety seeking
                               » need varies among consumers
                                 by optimal stimulation level
                                 (OSL)
                               » Use innovativeness
                              Impulse purchases
                               » Motivation
“Don’t give me that
same old cola, that
                               » Consequences
same old cola--
I want a rock’n’roller!”


  MKTG 370                 CONSUMER BEHAVIOR       Lars Perner, Instructor   7
Psychological Influences

   Motivation                        Perceived risk
   Personality                       Learning
                                           Change in behavior
   Perception
                                           May or may not be
          Attention and                    conscious
           competition for
           attention
                                      Values, beliefs, and
                                       attitudes
          Selective perception
                                      Lifestyle—e.g.,
          Subliminal
                                       VALS2
           influence?

MKTG 370                CONSUMER BEHAVIOR            Lars Perner, Instructor   8
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


MKTG 370                    CONSUMER BEHAVIOR   Lars Perner, Instructor   9
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?

MKTG 370                 CONSUMER BEHAVIOR   Lars Perner, Instructor   10
Sociocultural Influences
   Personal Influence                   Culture
          Opinion leadership            Subculture
          Word of mouth and
           rumors
          Reference groups
               Associative: “We’re
                the Pepsi
                generation…”
               Dissociative: “It’s
                not your father’s
                car.”
               Aspirational

MKTG 370                   CONSUMER BEHAVIOR           Lars Perner, Instructor   11
Potential Family Life Cycle
Stages

YOUNG         YOUNG            EMPTY NEST
SINGLE        COUPLE               I/II


            FULL NEST
               I/II/III
SINGLE                               OLDER
PARENT                               SINGLE
              BLENDED
MKTG 370   CONSUMER BEHAVIOR   Lars Perner, Instructor   12
Economic/Marketing Implications of
Household Cycles
   Income tends to                 Product demand
    increase with time               due to
   But children/                        singles with low
    obligations add cost                  expenses
                                         new couples
   Divorce
                                         divorced families
          increases costs
                                         children
          may change income
           distribution                  empty nesters -->
           marriage                       more income

MKTG 370              CONSUMER BEHAVIOR           Lars Perner, Instructor   13
    Household Decision Making

   Roles/influence
         Information
          gatherers/holders
         Influencers
         Decision makers
         Purchasers
         Users




    MKTG 370            CONSUMER BEHAVIOR   Lars Perner, Instructor   14
More Sociocultural Influences

   Social class                            Subculture
          In the U.S.                           Ethnic
               Positioning                      Generational
                strategies:
                     “Upward Pull”
                                                 Regional
                     “At Level”                 Religious groups
          In other cultures
   Culture: “Share
    meanings”

MKTG 370                      CONSUMER BEHAVIOR             Lars Perner, Instructor   15
Organizational Buyers

   Types                           Characteristics
          Industrial                    Greater involvement
          Reseller                      Bureaucracy
          Government and                Long term
           non-profit                     relationships
           organizations




MKTG 370              CONSUMER BEHAVIOR            Lars Perner, Instructor   16
     The Means-End Chain

    Aim promotion/
  positioning at higher                                Self-esteem
    levels of chain!

                    Values                         Feeling of power

         Consequences
                                                 Performance
Attributes
                                        Fast acceleration

                                   Large engine
    MKTG 370                 CONSUMER BEHAVIOR            Lars Perner, Instructor   17

				
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