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Why marketing managers should understand consumer behaviour.
Marketers use an understanding of consumer behaviour in their efforts to satisfy the needs and wants of customers and in their efforts to communicate with customers.
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1. True
2. False
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Analyze the components of the consumer decision-making process.
The consumers' decision process begins with Need Recognition and ends with a purchase.
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1. True
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Consumer's post-purchase evaluation process.
Cognitive dissonance is an internal tension that the consumer experiences due to doubts about a purchase decision.
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Types of consumer buying decisions and the significance of consumer involvement.
Consumers face three basic categories of decision making: (1) routine response behaviour; (2) limited decision making, and (3) existential decision making.
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Cultural factors that affect consumer buying decisions.
With respect to consumer behaviour, marketers recognize culture as one of the most obvious influences on consumer choices.
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Individual factors that affect consumer buying decisions.
There are many personal characteristics which influence buying behaviour such as personality, self-concept, lifestyles, gender and others. Marketers can rely on these characteristics to understand consumer behaviour because they are generally stable and if they do change, they change gradually.
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Psychological factors that affect consumer buying decisions.
Perception is an important influence on consumer buying decisions that marketers must understand in order to design effective promotional strategies. In particular marketers need to be aware that perception can be affected by the concepts of: selective exposure, selective extortion, and selective retention.
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8
Consumer Decision Making
chapter 4
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Learning Objectives
1. Explain why marketing managers should understand consumer behaviour.
2. Analyze the components of the consumer decision-making process.
3. Explain the consumer’s postpurchase evaluation process.
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Learning Objectives (continued)
4. Identify the types of consumer buying decisions and discuss the significance of consumer involvement.
5. Identify and understand the cultural factors that affect consumer buying decisions.
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Learning Objectives (continued)
6. Identify and understand the social factors that affect consumer buying decisions.
7. Identify and understand the individual factors that affect consumer buying decisions.
8. Identify and understand the psychological factors that affect consumer buying decisions.
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Consumer Behaviour
Processes a consumer uses to make
purchase decisions, as well as to use
and dispose of purchased goods or
services; also includes factors that
influence purchase decisions and the
product use.
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Marketers need to pay very close attention to the study of consumer behaviour because:
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1. the internet allows consumers to communicate with each other better than ever.
2. consumers' product and service preferences are constantly changing.
3. there are more consumer groups today than ever before.
4. government legislation requires consumer studies prior to regulatory approvals.
5. their competitors are continually launching new products.
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Consumer Decision-Making Process
5 Steps
Postpurchase behaviour
Postpurchase behaviour
PurchasePurchase
Evaluation of Alternatives
Evaluation of Alternatives
Information SearchInformation Search
Need RecognitionNeed Recognition
Cultural, Social, Individual and Psychological factors affect
all steps
Cultural, Social, Individual and Psychological factors affect
all steps
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Marketers recognize that consumers have certain expectations when they make product purchases. Consumers may experience an internal tension after they make a purchase because they have doubts about their decision. This phenomenon is known as:
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1. Internal Tension Disorder.
2. Internal Purchase Worry.
3. Post Purchase Depression.
4. Cognitive Dissonance.
5. Post Product Depression.
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Information Search
Internal
External
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Evaluation of Alternatives
Evoked Set
Purchase!
Analyze product attributesAnalyze product attributes
Rank attributes byimportance
Rank attributes byimportance
Use cutoff criteriaUse cutoff criteria
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Purchase
To buy To buy or not to buy...or not to buy...
Identifies which attributes
are most important in influencing a
consumer’s choice
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Post-purchase Behaviour
• Consumers expect certain outcomes from the purchase
• Satisfied or dissatisfied with the purchase
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Cognitive Dissonance
Help reduce through:Effective
CommunicationFollow-up
GuaranteesWarranties
Did I make a good decision?
Did I buy the right product?
Did I get a good value?
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Types of Consumer Buying Decisions
RoutineResponseBehaviour
RoutineResponseBehaviour
LimitedDecisionMaking
LimitedDecisionMaking
ExtensiveDecisionMaking
ExtensiveDecisionMaking
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All of the following are factors that determine the level of consumer involvement in a purchase decision EXCEPT:
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1. perceived risk of negative consequences.
2. situation.
3. social visibility.
4. previous experience.
5. amount of advertising.
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Continuum of Consumer Buying Decisions
Exhibit 4.2
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Routine Response Behaviour
• Little involvement in selection process
• Frequently purchased low cost goods
• May stick with one brand
• Buy first/evaluate later
• Quick decision
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Limited Decision Making
• Low levels of involvement (emotional ads work well)
• Low to moderate cost goods
• Evaluation of a few alternative brands
• Short to moderate time to decide
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Extensive Decision Making
• High levels of involvement
• High cost goods(image ads help mold buyers)
• Evaluation of many brands
• Long time to decide
• May experience cognitive dissonance
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Level of Involvement
SituationSituationSocial
VisibilitySocial
Visibility
InterestInterest
Perceived Risk of Negative
Consequences
Perceived Risk of Negative
Consequences
Previous ExperiencePrevious
Experience
Factors Factors determining determining
level of level of Involvement Involvement
Factors Factors determining determining
level of level of Involvement Involvement
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Marketing Implications of Involvement
High-involvement purchases require:
Extensive and informative promotion
to target market
Low-involvement purchases require:
In-store promotion, eye-catching package design,
and good displays
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Factors Influencing Buying Decisions
Social Factors
Individual Factors
Psycho-logical Factors
Cultural Factors
BUY –
DON’T BUY
CONSUMERDECISION-MAKINGPROCESS
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Global Language Blunders
• Chevrolet’s “Nova” translated to “No Go”• Coors “Turn it Loose” became “Suffer
from Diarrhea”• Toyota’s MR2 sounded like a
swearword in French• Coca-Cola in Chinese means “bite the
wax tadpole”
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Multicultural Canada
• Visible-minority groups– Chinese (23%), Blacks (19%), South Asians
(Pakistani and Indian) (19%), Arabs and West Asians (13%), Filipinos and Other Pacific Islanders (8%), Latin Americans (6%), Southeast Asians (5%), and others (7%).
Ethnic Diversity
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Social Class
A group of people in a society
who are considered nearly equal
in status or community esteem,
who regularly socialize among
themselves both formally and
informally, and who share
behavioural norms.
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Social Class
Exhibit 4.6
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Social Class Measurements
WealthWealthOther
VariablesOther
Variables
IncomeIncome
EducationEducation
OccupationOccupation
Social Class Social Class Measurements Measurements
Social Class Social Class Measurements Measurements
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Social Influences
Reference Groups
Reference Groups
Opinion LeadersOpinion Leaders
Family MembersFamily
Members
Social Influences on Buying Decisions
Social Influences on Buying Decisions
Courtesy of the Nelson RF Collection
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TV Ad
Relationships among Purchasers and Consumers in the Family
Exhibit 4.8
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Individual Influences
GenderGenderAge
Family Life Cycle
Age Family Life
Cycle
PersonalitySelf-Concept
Lifestyle
PersonalitySelf-Concept
Lifestyle
Individual InfluencesIndividual Influences
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Family Life Cycle
An orderly series of stages through
which consumers’ attitudes and
behavioural tendencies evolve
through maturity, experience, and
changing income and status.
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Lifestyle
• A mode of living as identified by a person’s activities, interests, and opinions.
• Psychographics is the analytical technique used to examine consumer lifestyles and to categorize consumers
Health CanadaOttawa’s Youthography Report
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Psychological Influences on Buying Decisions
PerceptionPerception
MotivationMotivation
LearningLearning
Beliefs & AttitudesBeliefs & Attitudes
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Perception
Process by which people
select, organize, and interpret
stimuli into a meaningful and
coherent picture.
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Perception
SelectiveExposureSelectiveExposure
SelectiveDistortionSelectiveDistortion
SelectiveRetention Selective
Retention
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Perception
Selective ExposureSelective Exposure
SelectiveDistortionSelectiveDistortion
Selective RetentionSelective Retention
Consumer notices certain stimuli
and ignores others
Consumer notices certain stimuli
and ignores others
Consumer changes or distorts information that conflicts with
feelings or beliefs
Consumer changes or distorts information that conflicts with
feelings or beliefs
Consumer remembers only that information that supports
personal beliefs
Consumer remembers only that information that supports
personal beliefs
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Notices only 11 to 20 adsNotices only 11 to 20 ads
Exposure to over 250 advertisement messages per day
Exposure to over 250 advertisement messages per day
A Consumer’s Selective Exposure
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Marketing Implications of Perception
• Important attributes (price or quality)
• Brand names
• Quality and reliability
• Threshold level of perception
• Product or repositioning changes
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Motivation
• By studying motivation, marketers can analyze the major forces influencing consumers to buy or not buy products.
• Motive
• A driving force that causes a person to take action to satisfy specific needs.
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Motivation
Physiological Physiological
SafetySafety
SocialSocial
EsteemEsteem
Self-Self-ActualizationActualization
Exhibit 4.10
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Changing attitudes
• Changing beliefs about the brand’s attributes
• Changing the relative importance of these beliefs
• Adding new beliefs
The Canadian hearing Society
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Opinion leadership is one type of important social influence on consumer buying behaviour. Marketers who want to try and manage the impact of opinion leadership need to be aware that:
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1. opinion leaders are most influential for established products.
2. opinion leaders need to be different from the group whose opinion they are leading.
3. opinion leaders are usually very wealthy.
4. teenagers are fickle which makes them unsuitable as opinion leaders.
5. locating opinion leaders can be a challenge.
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Consumer lifestyles are of particular interest to marketers for understanding consumer behaviour. Psychographics is an analytical technique that is used to examine consumer lifestyles. Marketers undertake lifestyle analysis by examining which of the following:
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1. marital status, income, and age.
2. religion, culture, and language.
3. education, income, and occupation.
4. vacations, club membership, and political affiliation.
5. activities, interests, and opinions.
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There are a number of important psychological influences on consumer buying decisions including: beliefs and attitudes, perception, motivation, and learning. Marketers need to be keenly aware of all of these influences. The distribution of product samples in consumer mail boxes would most likely be designed to affect which of the following psychological influences:
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1. beliefs.
2. attitudes.
3. perception.
4. learning.
5. motivation.