Lecture Marketing (12/e): Chapter 5 – Kerin, Hartley, Rudelius

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