CB Module II

8/7/2019 CB Module II

1/40

Module IIModule II


2/40

Model of Buyer BehaviorModel of Buyer Behavior

Marketing andOther Stimuli

MarketingProductPricePlacePromotion

OtherEconomicTechnologicalPoliticalCultural

Buyers Black Box

Buyer CharacteristicsBuyer Decision Process

Buyer Responses

Product ChoiceBrand Choice

Purchase TimingPurchase Amount


3/40

Factors InfluencingFactors InfluencingConsumer BehaviorConsumer Behavior

Social

Referencegroups

Family

Rolesand

status

PersonalAge andlife-cycle

Occupation

Economicsituation

LifestylePersonality

andself-concept

Psycho-logical

MotivationPerceptionLearning

Beliefs andattitudes

Buyer

Culture

Sub-culture

Socialclass

Cultural


4/40

Factors Affecting ConsumerFactors Affecting ConsumerBehavior: CultureBehavior: Culture

Culture is the Most Basic Cause of a Person'sWants and Behavior.

Culture is the set ofbasic values,perceptions, wants andbehaviors learned by a

member from family,place of residence andother importantinstitutions


5/40

Factors Affecting Consumer Behavior:Factors Affecting Consumer Behavior:CultureCulture

Subculture provides morespecific identification andsocialization for membersbelonging to a particularreligion, racial group andgeographic regions

This gave rise to multi culturalmarketing


6/40

GroupsMembershipReference

Family (most important)Husband, wife, kidsInfluencer, buyer, user

Roles and Status

Social Factors

Factors Affecting ConsumerFactors Affecting ConsumerBehavior: SocialBehavior: Social


7/40

Factors Affecting Consumer Behavior:Factors Affecting Consumer Behavior:SocialSocial

Social factors heavily influence the consumersmindset

Social Class Societys relatively permanent

& ordered divisions whosemembers share similar values,interests, and behaviors.

Measured by: Occupation,Income, Education, Wealth andOther Variables.


8/40

Pers l I fl encesPers nal Infl ences

A eand Lifeycle tage

Ageand Lifeycle tage Occ ati nOcc ati n Pers nalityelf- nceptPers nalityelf- nceptc nomicitation

Economicitation

ActivitiesActivities InterestsInterests

Lifestyle IdentificationLifestyle Identification

OpinionsOpinions

Factors Affecting ConsumerFactors Affecting ConsumerBehavior: PersonalBehavior: Personal


9/40

Factors Affecting ConsumerFactors Affecting ConsumerBehavior: PsychologicalBehavior: Psychological

PsychologicalFactorsffectingBuyersChoices

Motivation

Perception

Learning

Beliefs andttitudes


10/40

Psychological factorsPsychological factors

MOTIVATION

It is the internal feeling that makes a

person to buy a certain product Motivation research is based on

Freud; Looks for hidden andsubconscious motivation

Maslow ordered needs based on howpressing they are to the consumer


11/40


12/40

Psychological Factors: PerceptionPsychological Factors: Perception

Perception is the process by which peopleselect, organize, and interpret information

Perception Includes:

Selective attentionConsumersscreen out information

Selective distortion

People interpret to support beliefs

Selective retention

People retain points to support attitudes


13/40


14/40

Psychological Factors LearningPsychological Factors Learning

Learning describes changes in anindividuals behavior arising fromexperience

Learning occurs through: Drives

Internal stimulus that calls for action

Stimuli Objects that move drive to motive

C

ues Minor stimuli that affect response Reinforcement

Feedback on action


15/40


16/40

Psychological Factors BeliefsPsychological Factors Beliefsand Attitudesand Attitudes

Belief

a descriptive thought about a brand orservice

may be based on real knowledge, opinion,or faith

Attitude

describes a persons evaluations, feelings

and tendencies toward an object or idea They are difficult to change


17/40


18/40

Needs and MotivationNeeds and Motivation

Needs are the essence of themarketing concept. Marketers donot create needs but can makeconsumers aware of needs.

Motivation is the driving force withinindividuals that impels them to

action.


19/40

Model of the MotivationModel of the MotivationProcessProcess


20/40

Types of NeedsTypes of Needs

Innate Needs

Physiological (or biogenic) needs thatare considered primary needs ormotives

Acquired Needs

Learned in response to our culture orenvironment. Are generallypsychological and considered secondaryneeds


21/40


22/40

Consumer motivationConsumer motivation

Motivation is an internalstate that drives us to satisfyneeds

Once we activate a need, astate of tension exists thatdrives the consumer to somegoal that will reduce thistension and eliminate the

need Consequently, only unmet

needs motivate


23/40


24/40

The Motivation ProcessThe Motivation Process

Motivation:The processes that lead people to

behave as they do. It occurs when a

need arises that a consumer wishes tosatisfy. Utilitarian need: Provides a functional

or practical benefit

Hedonic need:

An experiential needinvolving emotional responses orfantasies

Goal:

The ends

tate that is

des

ired by theconsumer.


25/40

The Motivation ProcessThe Motivation Process

Drive:

The degree of arousal present due to adiscrepancy between the consumers present

state and some ideal state Want:

A manifestation of a need created by personaland cultural factors.

Motivation can be described in terms of: Strength: The pull it exerts on the consumer

Direction: The particular way the consumerattempts to reduce motivational tension


26/40

Motivational DirectionMotivational Direction

Needs Versus Wants: Want: The particular form of consumption

used to satisfy a need.

Types of Needs Biogenic needs: Needs necessary to maintain

life

Psychogenic needs: Culture-related needs (e.g.need for status, power, affiliation, etc.)

Utilitarian needs: Implies that consumers willemphasize the objective, tangible aspects ofproducts

Hedonic needs: Subjective and experientialneeds (e.g. excitement, self-confidence,fantasy, etc.)


27/40

Instant Gratification of NeedsInstant Gratification of Needs

We expect todays technicalproducts to satisfy our needs

instantly.


28/40

Goals Structure for WeightGoals Structure for WeightControlControl


29/40

Goals Structure for WeightGoals Structure for WeightControlControl


30/40

Motivational ConflictsMotivational Conflicts Approach-Approach Conflict:

A person must choose between two desirablealternatives.

Theory of Cognitive Dissonance: A state of

tension occurs when beliefs or behaviorsconflict with one another.

Cognitive Dissonance Reduction: Process bywhich people are motivated to reducetension between beliefs or behaviors.

(product bundling)


31/40

Approach-Avoidance Conflict:

Exists when consumers desire a goalbut wish to avoid it at the same time.(weight maintainance)

Avoidance-Avoidance Conflict:

Consumers face a choice between two

undesirable alternatives. (buy new tvvs. get it fixed)


32/40

Motivations and GoalsMotivations and Goals

Positive Motivation

A driving forcetoward someobject orcondition

Approach Goal A positive goal

toward whichbehavior isdirected

Negative Motivation

A driving forceaway from someobject orcondition

Avoidance Goal A negative goal

from whichbehavior isdirected away


33/40

Solutions to ApproachSolutions to Approach--Avoidance ConflictAvoidance Conflict


34/40

Rational versus EmotionalRational versus EmotionalMotivesMotives

Rationalityimplies that consumersselect goals based on totallyobjective criteria such assize,weight, price, or miles per gallon

Emotionalmotives imply theselection of goals according to

personal or subjective criteria


35/40

Maslows Hierarchy of NeedsMaslows Hierarchy of Needs


36/40


37/40

This ad reflects

a need foraccomplishmen

t

with atoothpaste.


38/40

A Trio of NeedsA Trio of Needs

Power individuals desire to control

environment

Affiliationneed for friendship, acceptance, and

belonging

Achievementneed for personal accomplishmentclosely related to egoistic and self-

actualization needs


39/40

Criticisms of MaslowsCriticisms of MaslowsHierarchyHierarchy

The application is too simplistic: It is possible forthe same product oractivity

to satisfy every need.

It is too culture-bound:

The assumptions of the hierarchy may berestricted to Western culture

It emphasizes individual needs over groupneeds

Individuals in some cultures place more valueon the welfare of the group (belongingnessneeds) than the needs of the individual(esteem needs)


40/40

Mechanism of MotivationMechanism of Motivationarousalarousal

Cognitive Activity

- Prior knowledge, thinking andreasoning

Situational Conditions

- Advertisement of a soft drink

Stimulus

properties

Documents

CB Module II