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Analyzing Consumer Markets
Marketing Management Canadian Fourteenth Edition
6
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Chapter Questions How do consumer characteristics influence
buying behavior?
What major psychological processes influence consumer responses to the
marketing program?
How do consumers make purchasing decisions?
In what ways do consumers stray from a deliberate rational decision process?
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Consumer Behaviour Consumer behavior is the study of how
individuals, groups, and organizations select,
buy, use, and dispose of goods, services,
ideas, or experiences to satisfy their needs
and wants. Marketers must fully understand
both the theory and reality of consumer
behavior.
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What Influences Consumer
Behavior?
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Cultural Factors
Social Factors
Personal Factors
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What is Culture? Culture is the fundamental determinant of a
persons wants and behaviors acquired through socialization processes with family
and other key institutions.
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Subcultures Nationalities
Religions
Racial groups
Geographic regions
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Social Classes
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Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
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Social Factors
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Reference groups
Family
Social roles
Statuses
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Reference Groups Membership groups
Primary groups
Secondary groups
Aspirational groups
Disassociative groups
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Family The family of orientation consists of
parents and siblings.
A more direct influence on everyday buying behavior is the family of procreationnamely, the persons spouse and children.
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Personal Factors
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Age
Life cycle stage
Occupation
Wealth
Personality
Values
Lifestyle
Self-concept
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Age and Stage in the Life
Cycle Our taste in food, clothes, furniture, and
recreation is often related to our age.
Consumption is also shaped by the family life cycle and the number, age, and gender of
people in the household at any point in time.
Adults experience certain passages or transformations as they go through life.
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Occupation and Economic
Circumstances Occupation also influences consumption
patterns.
As the recent recession clearly indicated, both product and brand choice are greatly affected
by economic circumstances:
spendable income (level, stability, and time pattern),
savings and assets (including the percentage that is liquid),
debts, borrowing power, and attitudes toward spending and saving.
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Personality and Brand Personality Personality - a set of distinguishing human
psychological traits that lead to relatively
consistent and enduring responses to
environmental stimuli (including buying
behaviour).
Brand personality - the specific mix of human traits that we can attribute to a
particular brand.
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Brand Personality Sincerity
Excitement
Competence
Sophistication
Ruggedness
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Self Concept Consumers often choose and use brands
with a brand personality consistent with their
actual self-concept (how we view ourselves),
although the match may instead be based on
the consumers ideal self-concept (how we would like to view ourselves) or even on
others self-concept (how we think others see us).
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Lifestyle and Values A lifestyle is a persons pattern of living in
the world as expressed in activities, interests,
and opinions.
Marketers search for relationships between their products and lifestyle groups.
Core values are the belief systems that underlie attitudes and behaviours.
Marketers who target consumers on the basis of their values believe that with appeals to peoples inner selves, it is possible to influence their outer
selvestheir purchase behaviour. 6 - 17
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Table 6.2 LOHAS Market
Segments
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Figure 6.1 Model of
Consumer Behavior
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Motivation
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Freuds Theory
Behavior
is guided by
subconscious
motivations
Maslows Hierarchy
of Needs
Behavior
is driven by
lowest,
unmet need
Herzbergs Two-Factor
Theory
Behavior is
guided by
motivating
and hygiene
factors
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Figure 6.2 Maslows Hierarchy of Needs
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Perception Selective attention
Selective retention
Selective distortion
Subliminal perception
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Learning Learning induces changes in our behavior
arising from experience.
A drive is a strong internal stimulus impelling action.
Cues are minor stimuli that determine when, where, and how a person responds.
Discrimination means we have learned to recognize differences in sets of similar stimuli
and can adjust our responses accordingly.
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Emotions Consumer response is not all cognitive and
rational; much may be emotional and invoke
different kinds of feelings.
A brand or product may make a consumer feel proud, excited, or confident. An ad may
create feelings of amusement, disgust, or
wonder.
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Memory Cognitive psychologists distinguish between
short-term memory (STM)a temporary and limited repository of informationand long-term memory (LTM)a more permanent, essentially unlimited repository.
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Memory Processes Memory encoding describes how and
where information gets into memory.
Memory retrieval is the way information gets out of memory.
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Figure 6.3 Hypothetical Dole
Mental Map
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Figure 6.4 Five- Stage Model of
the Consumer Buying Process
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Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior
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Sources of Information
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Commercial Personal
Public Experiential
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Figure 6.5 Successive Sets in
Decision Making
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Table 6.4 A Consumers Brand Beliefs about Laptop Computers
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Figure 6.6 Steps Between
Alternative Evaluation & Purchase
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Non-Compensatory Models of
Choice Conjunctive
Lexicographic
Elimination-by-aspects
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Perceived Risk Functional
Physical
Financial
Social
Psychological
Time
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Figure 6.7 How Customers
Use or Dispose of Products
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Moderating Effects on
Consumer Decision Making The manner or path by which a consumer
moves through the decision-making stages
depends on several factors, including the
level of involvement and extent of variety
seeking.
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Decision Heuristics Availability
Representativeness
Anchoring and adjustment
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Framing Decision framing is the manner in which
choices are presented to and seen by a
decision maker.
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Mental Accounting Consumers tend to
Segregate gains
Integrate losses
Integrate smaller losses with larger gains
Segregate small gains from large losses
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