1. © 2009 South-Western, a division of Cengage Learning. Chapter 2: Value and the Consumer Behavior Value Framework Babin/Harris

2. © 2009 South-Western, a division of Cengage Learning.2-2 Learning Outcomes 1. Describe the consumer value framework, including its basic components. 2. Define consumer value and compare and contrast two key types of value. 3. Apply the concepts of marketing strategy and marketing tactics to describe the way firms go about creating value for consumers. 4. Explain the way market characteristics like market segmentation and product differentiation affect marketing strategy. 5. Analyze consumer markets using elementary perceptual maps. 6. Justify adopting the concept of consumers’ lifetime value as an effective long-term orientation for many firms.

3. © 2009 South-Western, a division of Cengage Learning.2-3 The Consumer Value Framework (CVF) Represents consumer behavior theory illustrating factors that shape consumption related behaviors and ultimately determine the value associated with consumption. LO 1

4. © 2009 South-Western, a division of Cengage Learning.2-4 Value and the CVF Components Value is at the heart of experiencing and understanding consumer behavior. Components of the CVF:  Relationship quality  Consumption process  Internal influences  External influences LO 1

5. © 2009 South-Western, a division of Cengage Learning.2-5 Relationship Quality Reflects the connectedness between a consumer and a retailer, brand or service provider. High perceived value improves relationship quality. LO 1

6. © 2009 South-Western, a division of Cengage Learning.2-6 Consumption Process Needs Wants Exchange Costs and benefits Reactions LO 1

7. © 2009 South-Western, a division of Cengage Learning.2-7 Internal Influences Things that go on inside the consumer or that can be thought of as part of the consumer.  The psychology of the consumer.  The personality of the consumer. LO 1

8. © 2009 South-Western, a division of Cengage Learning.2-8 Psychology of the Consumer Cognition – the thinking or mental processes that go on as we process and store things that can become knowledge. Affect – refers to the feelings experienced during consumption activities or associated with specific objects. LO 1

9. © 2009 South-Western, a division of Cengage Learning.2-9 Personality of the Consumer Every consumer has certain characteristics and traits that help define them as an individual. Individual differences – include things like personality and lifestyle. LO 1

10. © 2009 South-Western, a division of Cengage Learning.2-10 External Influences: Interpersonal Influences External influences include the social and cultural aspects of life as a consumer.  Social environment includes the people and groups who help shape a consumer’s everyday experiences.  Situational influences are things unique to a time or place that can affect consumer decision making and the value received from consumption. LO 1

11. © 2009 South-Western, a division of Cengage Learning.2-11 Value A personal assessment of the net worth obtained from an activity. Value = What you get – What you give Utilitarian value – how the consumer solves jobs that come along with being a consumer. Hedonic value – the immediate gratification that comes from experiencing some activity. LO 2

12. © 2009 South-Western, a division of Cengage Learning.2-12 Marketing Strategy The way a company goes about creating value for customers. Strategy exists at several levels:  Corporate strategy – deals with how the firm will be defined and setting general goals.  Marketing strategy follows.  Marketing tactics – ways marketing management is implemented (price, promotion, product, and distribution). LO 3

13. © 2009 South-Western, a division of Cengage Learning.2-13 Total Value Concept The understanding that products provide value in multiple ways. Every product’s value is made up of the basic benefits, plus the augmented product, plus the “feel” benefits. LO 3

14. © 2009 South-Western, a division of Cengage Learning.2-14 Market Segmentation The separation of a market into groups based on the different demand curves associated with each group. LO 4

15. © 2009 South-Western, a division of Cengage Learning.2-15 Product Differentiation A marketplace condition in which consumers do not view all competing products as identical to one another. LO 4

16. © 2009 South-Western, a division of Cengage Learning.2-16 Product Positioning The way a product is perceived by a consumer. Perceptual map – used to depict the positioning of competing products graphically. LO 5

17. © 2009 South-Western, a division of Cengage Learning.2-17 Customer Lifetime Value (CLV) Represents the approximate worth of a customer to a company in economic terms. The overall, long-term profitability of an individual customer. CLV=npv(sales – costs) + npv(equity) LO 6