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Chapter 5 - Understanding consumer behavior. After reading chapter 5, you should be able to: Describe the stages in the consumer purchase decision process; distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving; identify major psychological influences on consumer behavior; identify the major sociocultural influences on consumer behavior.
Copyright © 2015 McGrawHill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGrawHill Education LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO: LO 5-1 LO 5-2 Describe the stages in the consumer purchase decision process Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving 52 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO: LO 5-3 Identify major psychological influences on consumer behavior LO 5-4 Identify the major sociocultural influences on consumer behavior 53 ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE The Sense of Styling The Need for Speed The Substance of Safety The Shopping Experience 54 FIGURE 5-1 The purchase decision process consists of five stages 55 LO 5-1 CONSUMER PURCHASE DECISION PROCESS PROBLEM RECOGNITION Consumer Behavior Purchase Decision Process 56 LO 5-1 CONSUMER PURCHASE DECISION PROCESS INFORMATION SEARCH Internal Search External Search • Personal Sources • Public Sources • Marketer-Dominated Sources 57 FIGURE 5-2 Consumer Reports’ evaluation of smartphones Note: Alphabetical list (abridged) of smartphones for Verizon customers only; not in order of their Rankings 58 LO 5-1 CONSUMER PURCHASE DECISION PROCESS ALTERNATIVE EVALUATION Evaluative Criteria Consideration Set 59 LO 5-1 CONSUMER PURCHASE DECISION PROCESS PURCHASE DECISION Decide from Whom to Buy Decide When to Buy 510 LO 5-3 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER VALUES, BELIEFS, AND ATTITUDES Attitude Formation • Attitude • Values • Beliefs 527 LO 5-3 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER VALUES, BELIEFS, AND ATTITUDES Attitude Change • Change Beliefs About a Brand’s Attributes • Change Perceived Importance of Attributes • Add New Product Attributes 528 LO 5-3 Colgate and Hellmann's How did these ads change attitudes? 529 LO 5-3 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LIFESTYLE Lifestyle Psychographics 530 LO 5-3 MARKETING INSITE Identifying Your VALS Profile 531 FIGURE 5-A VALS™ identifies eight consumer segments INNOVATORS Sophisticated, Change Leading, Active, Take Charge ACHIEVERS Successful, Career & Family Oriented, Moderate THINKERS EXPERIENCERS Information Seeking, Satisfied, Reflective Risk Seeking, Enthusiastic, Impulsive BELIEVERS MAKERS Conservative, Conventional, Traditional Homegrown, Self Sufficient, Macho, Family Oriented STRIVERS Trendy, Approval, Seeking, Disenfranchised SURVIVORS Passive, Risk Averse, Constrained 532 LO 5-4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR PERSONAL INFLUENCE Opinion Leaders Dove Video Word of Mouth • Buzz 533 LO 5-4 MARKETING MATTERS BzzAgent—The Buzz Experience 534 LO 5-4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR REFERENCE GROUPS Reference Groups • Associative Group Brand Community • Aspiration Group • Dissociative Group 535 LO 5-4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR FAMILY INFLUENCE Consumer Socialization Family Life Cycle • Traditional Family 536 FIGURE 5-6 Modern family life cycle stages and flows 537 LO 5-4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR FAMILY INFLUENCE Family Decision-Making • Styles Spouse-Dominant Joint • Family Member Roles Information Gatherer Purchaser Influencer User Decision Maker 538 LO 5-4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR SOCIAL CLASS INFLUENCE Social Class • Upper Class • Middle Class • Working/Lower Class 539 LO 5-4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR CULTURE AND SUBCULTURE INFLUENCES Nissan Ad Culture • Hispanic Buying Patterns Subcultures • African American Buying Patterns • Asian American Buying Patterns 540 VIDEO CASE GROUPON: HELPING CONSUMERS WITH PURCHASE DECISIONS 541 ... Antecedent States 5 18 FIGURE 5- 5 Hierarchy of needs Match.com 5 19 LO 5- 3 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR PERSONALITY Personality Traits Self-Concept 5 20 LO 5- 3 PSYCHOLOGICAL... Attributes 5 28 LO 5- 3 Colgate and Hellmann's How did these ads change attitudes? 5 29 LO 5- 3 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LIFESTYLE Lifestyle Psychographics 5 30 LO 5- 3 MARKETING. .. Dissatisfied Customers Tell People Cognitive Dissonance 5 11 LO 5- 1 MARKETING MATTERS How Much is a Satisfied Customer Worth? = $994 5 12 LO 5- 2 CONSUMER PURCHASE DECISION PROCESS CONSUMER INVOLVEMENT