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CHAPTER 5 Consumer Behavior: How & Why People Buy
M A R K E T I N G Real People, Real Choices CHAPTER 5 Consumer Behavior: How & Why People Buy
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Chapter Objectives Define consumer behavior & explain reasons why and what they buy Explain the prepurchase, purchase, & postpurchase activities of consumers Describe how internal factors influence consumers’ decision-making processes
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Chapter Objectives Understand how situational factors may influence consumer behavior Describe how consumers’ relationships with other people influence their decision-making process Understand how the Internet offers opportunities for marketing
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Consumer Behavior The process individuals & groups go through to select, purchase, or use goods, services, ideas, or experiences to satisfy their needs & desires
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Consumer Decision-Making Process
Problem recognition Information search Evaluation of alternatives Product choice Post-purchase evaluation
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Problem Recognition Occurs whenever a consumer recognizes a difference between the current state & the ideal or desired state Internal cues - consumers recognize state of discomfort External cues - marketers may stimulate consumers to recognize problem
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Information Search Consumer checks memory & surveys environment to identify what options are available Sources might include personal experience & knowledge, friends, advertising, websites, & magazines
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Evaluation of Alternatives
Identify consideration set Narrow list: compare pros & cons Use evaluative criteria to decide among remaining choices
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Product Choice People may ultimately make the choice based on heuristics Heuristics represent rules of thumb brand loyalty country of origin liking
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Postpurchase Evaluation
How good a choice was it? Customer satisfaction/dissatisfaction regret Ultimately affects future decisions & word-of-mouth communication
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Internal Influences Perception Motivation Personality Age Lifestyle
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Perception Process by which people select, organize, & interpret information Exposure: stimulus must be within sensory receptors to be noticed Attention: consumers will pay attention to some stimuli and not to others Interpretation: consumers assign meaning to stimuli
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Motivation Motivation is an internal state that drives us to satisfy needs Once we activate a need, a state of tension exists that drives the consumer to some goal that will reduce this tension and eliminate the need Consequently, only unmet needs motivate
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Attitudes Attitude is a lasting evaluation of a person, object or issue. Three components to attitudes: Cognitions, Affect, & Behaviors Think, Feel, Do Each of these three components will be the dominant influence in creating an attitude toward the product
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Personality Personality: set of unique psychological characteristics that influences the way a person responds to situations in the environment Innovativeness Self-confidence Sociability Materialism Need for cognition
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Age Group Products and services often appeal to a specific age group (demographics) Children Teens Young Adults Middle-aged Elderly
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Lifestyles A pattern of living that determines how people choose to spend their time, money, & energy reflects values, tastes, & preferences Expressed through preferences for sports, music, & politics Psychographics
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Situational Influences
Physical Environment arousal pleasure Time time poverty
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Social Influences Culture & Subcultures Social Class Reference Groups Opinion Leaders & Market Mavens
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Cultures and Subcultures
Culture is the values, beliefs, customs, and tastes produced & valued by a group of people A subculture is a group coexisting with other groups in a larger culture whose members share a distinctive set of beliefs or characteristics Harley Davidson subculture
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Social Class Social class is the overall rank of people in a society People in the same class tend to have similar occupations, similar income levels, share common tastes in clothes, decorating styles, & leisure activities
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Group Memberships A reference group is a set of people a consumer wants to please or imitate The “group” can be composed of one person, a few people, or many people. They may be people you know or don’t know. Conformity is at work when people change as a reaction to real or imagined group pressure
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Opinion Leaders An opinion leader is a person who influences others’ attitudes or behaviors because they are perceived as possessing expertise about the product Market maven: person who shares general market knowledge and influences others’ behavior The Tipping Point
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Issues for Discussion What are some cultural or demographic trends that may affect marketing for the following products? Housing Magazines Education Telecommunications Travel & tourism Automobiles
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Issues for Discussion What subcultures are you a member of? What distinctive beliefs, characteristics, or experiences are a part of the subcultures? Does conformity from reference groups exert a positive or negative influence on consumers? With what types of products is conformity more likely to occur?
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