Lecture Marketing: The core (5/e): Chapter 4 – Kerin, Hartley, Rudelius

Chapter 4: Understanding consumer behavior. In this chapter, you learned 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 major sociocultural influences on consumer behavior.

                                  McGraw­Hill/Irwin                                                                                            Copyright © 2013 by The McGraw­Hill Companies, Inc.  All rights reserved LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: LO1 LO2 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 LO3 Identify major psychological influences on consumer behavior LO4 Identify major sociocultural influences on consumer behavior 4­2 ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE  The Sense of Styling  The Need for Speed  The Substance of Safety  The Shopping Experience 4­3 FIGURE 4-1 The purchase decision process consists of five stages 4­4 LO1 CONSUMER PURCHASE DECISION PROCESS PROBLEM RECOGNITION  Consumer Behavior  Purchase Decision Process 4­5 LO1 CONSUMER PURCHASE DECISION PROCESS INFORMATION SEARCH  Internal Search  External Search • Personal Sources • Public Sources • Marketer-Dominated Sources 4­6 FIGURE 4-2 Consumer Reports’ evaluation of smart phones 4­7 LO1 CONSUMER PURCHASE DECISION PROCESS ALTERNATIVE EVALUATION  Evaluative Criteria  Consideration Set 4­8 LO1 CONSUMER PURCHASE DECISION PROCESS PURCHASE DECISION  Decide from Whom to Buy  Decide When to Buy 4­9 LO1  CONSUMER PURCHASE DECISION PROCESS POSTPURCHASE BEHAVIOR Customer Satisfaction Studies • Satisfied Customers Tell People • Dissatisfied Customers Tell People  Cognitive Dissonance 4­10 LO3 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR LEARNING  Learning  Behavioral Learning • Drive (Hunger) • Response • Cue • Reinforcement 4­26 LO3 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR LEARNING  Behavioral Learning • Stimulus Generalization • Stimulus Discrimination  Cognitive Learning  Brand Loyalty 4­27 LO3 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR VALUES, ATTITUDES AND BELIEFS  Attitude Formation • Attitude • Values • Beliefs 4­28 LO3 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR VALUES, ATTITUDES AND BELIEFS  Attitude Change • Change Beliefs About a Brand’s Attributes • Change Perceived Importance of Attributes • Add New Product Attributes 4­29 LO3 Colgate and Hellmann's How did these ads change attitudes? 4­30 LO3 PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LIFESTYLE  Lifestyle  Psychographics 4­31 FIGURE 4-B 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 Copyright © 2010 by Strategic Business Insights.  All rights reserved 4­32 LO4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR PERSONAL INFLUENCE  Opinion Leaders Dove Video  Word of Mouth • Buzz 4­33 LO4 MARKETING MATTERS BZZAgent—The Buzz Experience 4­34 LO4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR REFERENCE GROUPS  Reference Groups • Membership Group • Aspiration Group • Dissociative Group 4­35 LO4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR FAMILY INFLUENCE  Consumer Socialization  Family Life Cycle • Traditional Family 4­36 FIGURE 4-6 Modern family life cycle stages and flows 4­37 LO4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR FAMILY INFLUENCE  Family Decision-Making • Styles  Spouse-Dominant  Joint • Family Member Roles  Information Gatherer  Influencer  Purchaser  User  Decision Maker 4­38 LO4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR CULTURE AND SUBCULTURE Nissan Ad  Culture • Hispanic Buying Patterns  • African American Buying Patterns Subcultures • Asian American Buying Patterns 4­39 LO4 SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR SOCIAL CLASS  Social Class • Upper Class • Middle Class • Working/Lower Class 4­40 ... LO4 Identify major sociocultural influences on consumer behavior 4 2 ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE  The Sense of Styling  The Need for Speed  The Substance of Safety  The. .. Experience 4 3 FIGURE 4- 1 The purchase decision process consists of five stages 4 4 LO1 CONSUMER PURCHASE DECISION PROCESS PROBLEM RECOGNITION  Consumer Behavior  Purchase Decision Process 4 5 LO1... States 4 15 FIGURE 4- 4 Influences on the consumer purchase decision process from both internal and external sources 4 16 LO2  CONSUMER PURCHASE DECISION PROCESS HOW CONSUMERS PURCHASE SERVICES The