Cours 3 - Understanding Consumer Behavior

8/11/2019 Cours 3 - Understanding Consumer Behavior

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Copyright 2003 Prentice-Hall, Inc.

The Marketing plan

Segmentation

Market survey

Identifying needs and wants

Choosing a target market(s)

Developping a market offering

Measuring

outcomes

Product PricePlace Promotion

Targeting

Positioning
http://localhost/var/www/apps/conversion/tmp/scratch_6/#Page%2029http://localhost/var/www/apps/conversion/tmp/scratch_6/#Page%2029


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In this chapter, we focus on twoIn this chapter, we focus on twoquestions:questions:

How does the buyer make purchasingHow does the buyer make purchasingdecisions?decisions?

How do the buyers characteristics cultural,How do the buyers characteristics cultural,

social, personal, and psychological influencesocial, personal, and psychological influencebuying behavior?buying behavior?

Understanding the consumer behaviour


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The 5 dimensions of buyer behaviour

How do they buy What are their choice criteria

Consumers

Who is important?

Where do

they buy?

When do

they buy?


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Influences on consumer purchasing behaviour

motivationmotivation

beliefs and attitudesbeliefs and attitudes

information processinginformation processing

personalitypersonality

lifestylelifestyle

lifecyclelifecycle

cultureculture

social classsocial class

geodemographicsgeodemographics

reference groupsreference groups

Personalinfluences Social influences

onsumer

The buying situation


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Buying RolesBuying Roles

InitiatorInitiator

InfluencerInfluencer

!ecider!ecider

"uyer"uyer

#ser#ser

Who buys?

$ho attempts to persuade others in the groupconcerning the outcome of the decision

$ho begins the process of considering apurchase

$ho conducts the transaction

%he actual consumer&user of the product

$ith the power and&or financial authority tomake the ultimate choice


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CentreparcsCentreparcs target

their aderts at

!others "ho !ay

act as #initiators$ in

the decision to

p%rchase a &a!ilyholiday.

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The onsumer !ecision"Making

#rocess

$ive"%tage

Model of the

onsumer

&uying

#rocess

Internal search and e'ternal search in order to

build up the awareness set

(eed recognition is essentially functional,emotional or psychological)

(eed inhibitors*

+ognitive dissonance

voked set)

-evel of involvement*


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%uccessive %ets Involved in ustomer !ecision

Making


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'valuation and purchase models

(ormative

beliefs

#ersonal

beliefs

#urchase

intentions#urchase

)ttitudes

%ub*ective

norms

High involvement+ the $ishbein and )*,en model of reasoned action

Trial)wareness-epeat

#urchase

.ow involvement+ the 'hrenberg and /oodhart repeat purchase model


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High" and low"involvement situations+

marketing implications

HighinvolvementHighinvolvement .essages with high information content about the.essages with high information content about the

positive consequences of buying through print media)positive consequences of buying through print media)

/ersuasive communications should also focus on how/ersuasive communications should also focus on how

the consumer views the influence of important others)the consumer views the influence of important others) 0alespeople ensures the consumer is aware of product0alespeople ensures the consumer is aware of product

attributes and benefits*attributes and benefits*

-owinvolvement-owinvolvement

0eek topofmind awareness through repetitive0eek topofmind awareness through repetitiveadvertising and providing positive reinforcement 1trialadvertising and providing positive reinforcement 1trial

through sales promotion2)through sales promotion2)

.essages should be short wih high repetition through %3*.essages should be short wih high repetition through %3*


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!id I make the right decision?

+ognitive dissonance is likely to increase:+ognitive dissonance is likely to increase:

$ith the$ith the expenseexpenseof purchase)of purchase) $hen the decision is$hen the decision is difficultdifficult))

$hen the decision is$hen the decision is irrevocableirrevocable))

$hen the purchaser has a tendency to$hen the purchaser has a tendency to

experience anxietyexperience anxiety**


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hoice riteria Used When 'valuating

)lternatives

Technical-

Reliability

Durability

Performance

Style/looks

Comfort

Delivery

Convenience

Taste

Economic-

PriceValue for money

Running costs

Residual value

Life-cycle costs

Social-

Status

Social belonging

Convention

Fasion

Personal-

Self-imageRisk reduction

!tics

!motions


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Copyright 2003 Prentice-Hall, Inc.12

SEBO

)he i!portance o&

relia*ility is stressedin this adert &or the+ /eli ac%%!cleaner.


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M rc d s recognises the importance of experientialconsumption in this advertisement for its cars.


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What does highlight this ad for the 0W #olo?

0W highlights the durability and toughness of its #olo model


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1n which criteria does

rely this Tango poster?

This poster advertising

tango relies on evoking

emotions to sell a soft

drink


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'tended problem'tended problem

solvingsolving

-imited problem-imited problem

solvingsolving

Habitual problemHabitual problemsolvingsolving

The buying situation influence

%he consumer has some e'periencewith the product so that an informationsearch may be mainly internal

High degree of information search andclose e'amination of alternativesolutions using many choice criteria

4ccurs when a consumer repeatbuysthe same product with little or noevaluation of alternatives


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!eterminants of the e2tent of problem"solving

%elf"image

#erceived risk

%ocial factors

Hedonism!ifferentiation

and number

of alternatives

.evel of

involvement

Time

pressure

'2tent of

problem"

solving


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The consumer decision"making process

and level of purchase involvement

'tensive evaluationincluding mediasearch

-imited evaluation/ostpurchaseevaluation of thealternatives

.any alternatives

evaluated on manychoice criteria

5ew alternatives

evaluated on fewchoice criteria

valuation of

alternatives and thepurchase

'tensive search-imited searchInformation search

.a6or, personallyimportant.inor

(eed recognition&

/roblem awareness

High Involvement-ow Involvement0tage


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Influencing &uyer &ehavior+ Maslow3s

theory

Maslow3s

Hierarchy of

(eeds


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Sp cial K

ellogg$s +pecial &%l&ills the

needs o& their c%sto!ers &or a

tasty lo" &at diet.

4


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) onsumer3s &rand &eliefs about omputers

51086C

3898B

8734D

46810A

Price

i!e an"

#eight

$ra%hics

Ca%abi&ity

'emory

Ca%acity

AttributeCom%uter

7+ustomers are asked to weight each attribute

7 +alculate the average perceived values

7!ecide a strategy 1real repositionning, psychological repositionning,competitive depositionning2


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What are the main marketing implications

of beliefs and attitudes?

Product designProduct design, matching product attributes), matching product attributes)

Persuasive communicationsPersuasive communications, reinforcing e'isting, reinforcing e'istingpositive beliefs and attitudes, correctingpositive beliefs and attitudes, correcting

misconceptions, and establishing new beliefs)misconceptions, and establishing new beliefs)

PricingPricing, matching price with customers beliefs, matching price with customers beliefsabout what a 8good9 product would cost*about what a 8good9 product would cost*


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Information processing influence

PerceptionPerception Selective attentionSelective attention, which implies that advertisements,, which implies that advertisements,

logos and packaging need to be attentiongetting)logos and packaging need to be attentiongetting)

Selective distorsionSelective distorsion, which implies that messages should, which implies that messages shouldbe presented clearly)be presented clearly)

Selective retentionSelective retention, which implies that messages that, which implies that messages thatare in line with e'isting beliefs and attitudes are moreare in line with e'isting beliefs and attitudes are morelikely to be remembered*likely to be remembered*

LearningLearning

Conditionning learningConditionning learning suggests that associating a brandsuggests that associating a brandwith humour or e'citement will carry over to the brand)with humour or e'citement will carry over to the brand)

Cognitive learningCognitive learning suggests that statements in ansuggests that statements in an

advertisement may be remembered*advertisement may be remembered*


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The 0).% segmentation system+ )n 4"part typology

roups with High ;esourcesroups with High ;esources

ers

** 5ulfilleds5ulfilleds

@*@* =chievers=chievers

A*A* 'periencers'periencers

roups with -ower ;esourcesroups with -ower ;esources


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)dvertising the reference group allows to ?

(re"uce the e)o*e" set +or a gi)en nee",(create an emotion so that the %urchase "ecision is &ess thought-

&ess in+ormation.see*ing- &ess ana&ytica& reasoning an" %ays &ess

attention to negati)e +actors,(re"uce cogniti)e "issonance through se&ecti)e retention/


27/28Copyright 2003 Prentice-Hall, Inc.

13

Lif cycl stag s

At homesingle

Youngcouple nochildren

Youngparents

Middle-aged

parents

Emptynester

marriedworking

Emptynester

marriedretired

Solitaryretired

Youngdivorced no

children

On ownyoung

Youngdivorced

withchildren

M-ageddivorcedno depntchildren

M-ageddivorced

withchildren

Middle-agedmarried no

children

Middle-ageddivorced no

children

On own

middle-aged


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Social class cat goriation

I+) )6 4.3.

Cours 3 - Understanding Consumer Behavior

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