Consumer Behavior Jeremy Kees, Ph.D.

Model of Consumer Behavior

Review…. So, we’ve talked about the marketing concept and the importance of building relationships But before we can start marketing, we have to understand: 1.The market in which we’re going to compete in 2.Our consumers Key Concepts over the next few weeks: –Consumer Behavior –Marketing Research –Market Segmentation –Targeting / Positioning

CONSUMER

Problem Recognition Out of Stock Dissatisfaction Related Product Purchase Related Product Purchase Market-Induced Recognition Market-Induced Recognition New Products New Products New Needs or Wants New Needs or Wants

Information Search Personal Sources Market Sources Public Sources Personal Experience

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin All available brands GuinnessThe BeastBlue Rib.Coors Lt. Yuengling Bud Lt.Hop DevilMiller Lt.BecksAmstel Lt. Natty Lt.Mic Ultra Smithwicks High LifeCorona Hop Devil Shiner Bock Becks Smithwicks Guinness Evaluation of Alternatives

Successive Sets…

5-10 Usage and/or Disposal of Products Why could this info be important to Marketers??

Consumer Behavior: Influencing Factors

Intrapersonal Factors Needs and Motives Perceptions Attitudes Learning Self-Concept

Needs and Motives

Perceptions Key variable in marketing “how we make sense of the world we live in” Subliminal Perception –Examples 1 and 212

Attitude Components of Attitude: –Cognitive What we think –Affective: How we feel –Behavioral: How we act Strategies for changing consumer attitude…

Learning Conceptual Experiential Reinforcement Implications for marketing…

Personality and Self- Concept Personality: the unique psychological characteristics…. Self-Concept: A person’s multifaceted picture of himself or herself, composed of the: –Real self –Self-image –Looking-glass self –Ideal self

Interpersonal Factors Culture Social Influences Family Influences

Culture Culture: values, beliefs, preferences, and tastes handed down from one generation to the next What are some characteristics of American culture??

Culture and International Marketing Culture is perhaps the most critical aspect of doing business internationally Self-Reference Criterion = one’s tendency to judge others based on our own cultural experiences Ethnocentism = regarding one’s own culture as superior than another

Culture Subculture: Subgroup of culture with its own, distinct modes of behavior –Cultures are not homogeneous entities with universal values –Subcultures can differ by: Ethnicity or Nationality Age or Gender Religion Social class or Profession

Culture

Social Influences Group membership influences an individual’s purchase decisions and behavior in both overt and subtle ways Reference Groups:Reference Groups: groups whose value structures and standards influence a person’s behavior

Social Influences Social Classes:Social Classes: groups whose rankings are determined by occupation, income, education, family background, and residence location

Family Influences Family Decision-Making Structures –Autonomic –Husband-dominant –Wife-dominant –Syncratic Children’s Influence