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8/9/2019 By Consumer Behavior How and Why People Buy T^r^l & F^r@Z
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CHAPTER 5Consumer Behavior:
How and Why
People Buy
M A R K E T I N GReal People, Real Choices
Fourth Edition
Michael R. Solomon Greg W. Marshall Elnora W. Stuart
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Chapter Objectives_1
Define consumer behavior and explain
the reasons why consumers buy what
they buy
Explain the prepurchase, purchase, and
postpurchase activities consumers
engage in when making decisions
Describe how internal factors influenceconsumers decision-making processes
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Chapter Objectives _2
Understand how situational factors atthe time and place of purchase may
influence consumer behavior
Describe how consumers relationshipswith other people influence their
decision-making process
Understand how the Internet offersconsumers opportunities for consumer-
to-consumer marketing
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Consumer Behavior
The process individuals and groups go
through to select, purchase, or use
goods, services, ideas, or experiences
to satisfy their needs and desires
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Figure 5.1: The Consumer Decision-
Making Process
Problem Recognition
Information Search
Evaluation of Alternatives
Product Choice
Postpurchase Evaluation
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Figure 5.2: EPS versus HDM
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Minolta Copier
This ad seeksto ease
perceived risk
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Problem Recognition
Occurs whenever a consumer
recognizes a difference between the
current state and the ideal or desired
state Internal cues
External cues
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Information Search
Personal
Experience
Knowledge
Friends
AdvertisingWeb sites
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Evaluation of Alternatives
Identify consideration set
Narrow list and compare pros and cons
Use evaluative criteria to decide among
remaining choices
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Epinions.com
Web sites like thisone help
consumers in the
evaluation of
alternatives stage
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GM
GM attempts to persuade consumers thatmaking the decision to buy a GM-certified
used vehicle is a good decision
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Product Choice
People may ultimately make the choicebased on heuristics
Heuristics represent rules of thumb
brand loyalty country of origin
liking
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Postpurchase Evaluation
How good a choice was it?
Customer satisfaction/dissatisfaction
Ultimately affects future decisions and
word-of-mouth communication
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Figure 5.4: Influences on Decision Making
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Internal Influences
Perception
Motivation
Learning
Attitudes
PersonalityAge
Lifestyle
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Perception
Process by which people select, organize,
and interpret information
Exposure Attention Interpretation
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Pepsi
This ad embeds
images in the ad toaffect perception
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Motivation
Motivation is an internal state that drives
us to satisfy needs
Once we activate a need, a state of
tension exists that drives the consumerto some goal that will reduce this
tension and eliminate the need
Consequently, only unmet needsmotivate
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Figure 5.5: Maslows Hierarchy of Needs
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Learning
Learning is a change in behavior
caused by information or experience
Behavior
Learning
Cognitive
Learning
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Observation Learning
Companies desire
observationallearning when they
use endorsers
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Attitudes
An attitude is a lasting evaluation of aperson, object, or issue
3 components of attitudes
Affect
Cognition Behavior
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Personality
Innovativeness
Self-confidence
Sociability
Materialism
Need for Cognition
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Allen Edmonds
Some marketers
believe we choose
products thatexpress our
personalities
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Are you what you buy? Does your personality
match the personality of the brands you
purchase?
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Age Groups
Children
Teens
Young Adults
Middle-aged
Elderly
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Holland America
Products like
luxury cruises to
exotic locales
often target olderconsumers who
are retired and
have the time
and money forexpensive travel
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Family Life Cycle
Related to age groups, our purchasesalso depend on our current position in
the family life cycle
stages through which family memberspass as they grow older
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Lifestyles
A lifestyle is a pattern of living thatdetermines how people choose to spend
their time, money, and energy and reflects
their values, tastes, and preferences Expressed through preferences for sports
activities, music interests, and political
opinions
Psychographics is the segmentation tool
used to group consumers according to AIOs
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SRIs VALS Descriptions
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Situational Influences
Physical
EnvironmentTime
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Place-based Media
Place-based
media offers a
way to reachconsumers
when they are
a captive
audience
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Social Influences
Culture and Subcultures
Social Class
Group Behavior and Reference Groups
Opinion Leaders
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Cultures and Subcultures
Culture is the values, beliefs, customs,and tastes produced and valued by a
group of people
A subculture is a group coexisting withother groups in a larger culture whose
members share a distinctive set of
beliefs or characteristics
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Table 5.1: Ideas of Success
Baby Boomer Women (born 1946-1964) Home life and being with friends and family
are of utmost importance. Work is just amonetary thing.
Im starting to demand a certain quality ofrelationships.
Generation X Men (born 1965-1976)
The main goal is being at peace with myself.
I want to make sure that I have a job I enjoy, apersonal life, and the opportunity to enjoythings outside of work.
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Sprite targets a specific subculture
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Enrique Inglesias
Music crossovers
give mainstreammusic Hispanic flavor
Video: HowReebok reaches
the youth culture
through Hip Hop
music
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Social Class
Social class is the overall rank of peoplein a society
People in the same class tend to have
similar occupations, similar incomelevels, share common tastes in clothes,
decorating styles, and leisure activities.
They may share political and religious
beliefs.
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Group Memberships
A reference group is a set of people a
consumer wants to please or imitate
The group can be composed of one
person, a few people, or many people.They may be people you know or dont
know.
Conformity is at work when people changeas a reaction to real or imagined group
pressure
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Sex Roles
Cool
Shoppin
Barbie
reinforces
sex roles
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Challenging Sex Roles
This German
ad for Schick
razors challenges
sex roleexpectations:
They are men!
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Consumer-to-Consumer E-Commerce
Communications and purchases that occuramong individuals without directly involving
the manufacturer or retailer
Virtual Communities
Multi-UserDungeons (MUDs)
Rooms, Rings, Lists
Boards
Auction sites Product Rating sites
Protest sites
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Online Communities
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Disgruntled BK Employee
A former
Burger King
employeecreated this
protest site
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Issues for Discussion_1
What are some big cultural ordemographic trends that may affectmarketing for the following products?
Housing Magazines
Education
Telecommunications
Travel and tourism
Automobiles
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Issues for Discussion_2
What are the core values of yourculture? What subcultures are you amember of? What distinctive beliefs,characteristics, or experiences are a
part of the subcultures?
Does conformity from reference groupsexert a positive or negative influence on
consumers? With what types ofproducts is conformity more likely tooccur?
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Issues for Discussion_3
What do you think the future of C2C e-commerce is? How will it affect
traditional marketing firms?
How would you describe the decisionprocess for impulse products placed
near a stores checkout area?
What are some ways you think sexroles differ in different countries? What
are the implications for marketers?