Bài giảng Marketing - Chapter 5: Understanding consumer behavior

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.LO2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:LO1Describe the stages in the consumer purchase decision process.Identify the major sociocultural influences on consumer behavior.LO3LO4LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO:Identify major psychological influences on consumer behavior.ENLIGHTENED CARMAKERS KNOWWHAT CUSTOM(H)ERS VALUEThe Senseof StylingThe Need for SpeedThe Substance of SafetyThe Shopping ExperienceFIGURE 5-1 The purchase decision process consists of five stagesConsumer BehaviorCONSUMER PURCHASE DECISION PROCESSPROBLEM RECOGNITIONLO1Purchase Decision ProcessInternal SearchCONSUMER PURCHASE DECISION PROCESSINFORMATION SEARCHLO1External SearchPersonal SourcesPublic SourcesMarketer-Dominated SourcesFIGURE 5-2 Consumer Reports’ evaluation of smart phonesCONSUMER PURCHASE DECISION PROCESSALTERNATIVE EVALUATIONLO1Evaluative CriteriaConsideration SetDecide When to BuyCONSUMER PURCHASE DECISION PROCESSPURCHASE DECISIONLO1Decide from Whom to BuyCONSUMER PURCHASE DECISION PROCESSPOSTPURCHASE BEHAVIORLO1Customer Satisfaction StudiesSatisfied CustomersTell 3 People Dissatisfied CustomersTell 9 PeopleCognitive DissonanceMARKETING MATTERSThe Value of a Satisfied Customerto the CompanyLO1CONSUMER PURCHASE DECISION PROCESSCONSUMER INVOLVEMENT & PROBLEM SOLVINGLO2InvolvementExtended Problem SolvingLimited Problem SolvingRoutine Problem SolvingFIGURE 5-3 Comparison of problem-solving variations: extended, limited, and routine CONSUMER PURCHASE DECISION PROCESSINVOLVEMENT & MARKETING STRATEGYLO2Low InvolvementMaintain Product QualityAvoid StockoutsReduce CognitiveDissonance with Ads High InvolvementUse Comparative AdsUse Personal SellingCONSUMER PURCHASE DECISION PROCESSSITUATIONAL INFLUENCESLO2Situational InfluencesPurchase TaskSocial SurroundingsPhysical Surroundings Temporal EffectsAntecedent StatesFIGURE 5-4 Influences on the consumer purchase decision process from both internal and external sources PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIORMOTIVATIONLO3MotivationPhysiological NeedsSafety NeedsSocial Needs Personal NeedsSelf-Actualization NeedsHierarchy of NeedsFIGURE 5-5 Hierarchy of needs Match.comPSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIORPERSONALITYLO3PersonalityTraitsSelf-ConceptPSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIORPERCEPTIONLO3PerceptionSelective PerceptionSelective ExposureSelective ComprehensionSelective RetentionSubliminal PerceptionMAKING RESPONSIBLE DECISIONSThe Ethics of Subliminal MessagesLO3PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIORPERCEIVED RISKLO3Strategies to Reduce Perceived RiskSecure EndorsementsProvide Free Trials/SamplesGive Extensive InstructionsProvide Warranties/GuaranteesObtain Seals of ApprovalFresh Step and VelocityWhat strategy is used to reduce perceived risk?LO3PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIORLEARNINGLO3LearningCueResponseReinforcementBehavioral LearningDrive (Hunger)PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIORLEARNINGLO3Stimulus DiscriminationStimulus GeneralizationCognitive LearningBrand LoyaltyBehavioral LearningPSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIORVALUES, ATTITUDES AND BELIEFSLO3BeliefsValuesAttitudeAttitude FormationPSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIORVALUES, ATTITUDES AND BELIEFSLO3Add New Product AttributesChange Perceived Importanceof AttributesChange Beliefs About a Brand’s AttributesAttitude ChangeColgate and Hellmann'sHow did these ads change attitudes?LO3PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIORCONSUMER LIFESTYLELO3LifestylePsychographicsGOING ONLINEAre You an Experiencer? An Achiever?:Identifying Your VALS ProfileLO3FIGURE 5-A VALS™ identifies eight consumer segmentsINNOVATORSSophisticated,Change Leading,Active, Take ChargeTHINKERSInformation Seeking,Satisfied,ReflectiveBELIEVERSConservative,Conventional,TraditionalSTRIVERSTrendy, Approval,Seeking,DisenfranchisedACHIEVERSSuccessful, Career &Family Oriented,ModerateEXPERIENCERSRisk Seeking,Enthusiastic,ImpulsiveMAKERSHomegrown, SelfSufficient, Macho,Family OrientedSURVIVORSPassive,Risk Averse,ConstrainedSOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIORPERSONAL INFLUENCELO4Opinion LeadersWord of MouthBuzzDove VideoMARKETING MATTERSBZZAgent—The Buzz ExperienceLO4SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIORREFERENCE GROUPSLO4Dissociative GroupReference GroupsAspiration GroupMembership GroupSOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIORFAMILY INFLUENCELO4Consumer SocializationFamily Life CycleTraditional FamilyFIGURE 5-6 Modern family life cycle stages and flows SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIORFAMILY INFLUENCELO4Information GathererInfluencerDecision MakerPurchaserUserFamily Decision-MakingStylesSpouse-DominantJointFamily Member RolesSOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIORSOCIAL CLASSLO4Social ClassWorking/Lower ClassMiddle ClassUpper ClassSOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIORCULTURE AND SUBCULTURELO4CultureHispanicBuyingPatternsSubculturesAfricanAmericanBuyingPatternsAsianAmericanBuyingPatternsNissan AdGROUPON: HELPING CONSUMERSWITH PURCHASE DECISIONSVIDEO CASE 5VIDEO CASE 5GROUPON1. How has an understandingof consumer behavior helpedGroupon grow from 400 subscribers in Chicago in 2008to 60 million subscribers in 40 countries today?VIDEO CASE 5GROUPON2. What is the Groupon Promise? How does the Promise affect a consumer’s perceived risk and cognitive dissonance?VIDEO CASE 5GROUPON3. Describe the five-stage purchase decision process for a typical Groupon user.4. What are possible psychological and sociological influences on the Groupon consumer purchase decision process?VIDEO CASE 5GROUPON5. What challenges does Groupon face in the future? What actions would you recommend related to each challenge?VIDEO CASE 5GROUPONConsumer BehaviorConsumer behavior consists of the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.Purchase Decision ProcessThe purchase decision process consists of the five stages a buyer passes through in making choices about which products and servicesto buy: (1) problem recognition,(2) information search, (3) alternative evaluation, (4) purchase decision,and (5) postpurchase behavior.Evaluative CriteriaEvaluative criteria are the factors that represent both the objective attributes of a brand and the subjective ones a consumer uses to compare different products and brands.Consideration SetA consideration set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.Cognitive DissonanceCognitive dissonance is the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.InvolvementInvolvement is the personal, social, and economic significance of the purchase to the consumer.Situational InfluencesSituational influences are the five aspects of the purchase situationthat impacts the consumer’s purchase decision process: (1) the purchase task, (2) social surroundings,(3) physical surroundings,(4) temporal effects, and(5) antecedent states.MotivationMotivation is the energizing force that stimulates behavior to satisfy a need.PersonalityPersonality is a person’s consistent behaviors or responses to recurring situations.Self-ConceptSelf-concept is the way people see themselves and the way they believe others see them.PerceptionPerception is the process by which an individual selects, organizes, and interprets information to create ameaningful picture of the world.Subliminal PerceptionSubliminal perception involves seeing or hearing messages without being aware of them.Perceived RiskPerceived risk is the anxietyfelt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences.LearningLearning consists of those behaviors that result from(1) repeated experience and(2) reasoning.Brand LoyaltyBrand loyalty is a favorable attitude toward and consistent purchase of a single brand over time.AttitudeAn attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.BeliefsBeliefs are a consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.LifestyleLifestyle is a mode of living thatis identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.Opinion LeadersOpinion leaders are individuals who exert direct or indirect social influence over others.Word of MouthWord of mouth involves the influencing of people during conversations.Reference GroupsReference groups consists of people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.Consumer SocializationConsumer socialization is the process by which people acquire the skills, knowledge, and attitudes necessary to functionas consumers.Family Life CycleA family life cycle consists ofthe distinct phases that a family progresses through fromformation to retirement, each phase bringing with it identifiable purchasing behaviors.Social ClassSocial class is the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.SubculturesSubcultures are the subgroups within the larger, or national, culture with unique values, ideas, and attitudes.