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