Chapter Objectives 9 1. 2. The information a store’s layout, Web site,kisi.deu.edu.tr/sumeyra.kurt/MRK 4111/PPT/solomon_cb11_ppt09.pdf · 10 9-37 Copyright © 2015 Pearson Education

1

9

Group and Situational Effects

on Consumer Behavior

9-1 Copyright © 2015 Pearson Education

CONSUMER BEHAVIOR

Buying, Having, and

Being

ELEVENTH EDITION

Michael R. Solomon


Chapter Objectives

1. Many factors at the time of purchase

dramatically influence the consumer

decision-making process.

2. The information a store’s layout, Web site,

or salespeople provides strongly

influences a purchase decision.

3. Other people and groups, especially those

that possess social power, influence our

decisions.


Chapter Objectives (Cont.)

4. We seek out others who share our

interests in products or services.

5. Our desire to be consistent with other

people motivates us to mimic what they

buy and use.

6. Marketers often need to understand

consumers’ behavior rather than a

consumer’s behavior.


Chapter Objectives (Cont.)

7. The decision-making process differs when

people choose what to buy on behalf of an

organization rather than for personal use.

8. Our traditional notions about families are

outdated.

9. Members of a family unit play different

roles and have different amounts of

influence when the family makes purchase

decisions.

2

Learning Objective 1

• Many factors at the time of purchase

dramatically influence the consumer’s

decision-making process



Figure 9.1 Issues Related to Purchase

and Postpurchase Activities

• A consumer’s choices are affected by

many personal factors…and the sale

doesn’t end at the time of purchase


Social and Physical Surroundings

• Affect a consumer’s motives for product

usage and product evaluation

• Décor, odors, temperature

• Co-consumers as product attribute

• Large numbers of people = arousal

• Interpretation of arousal: density versus

crowding

• Type of patrons


Temporal Factors: Economic Time

Timestyle

Time Poverty

3


Temporal Factors: Psychological Time

Social

Temporal Orientation

Planning Orientation

Polychronic


Five Perspectives on Time

Time is a _____.

• Pressure cooker

• Map

• Mirror

• River

• Feast

For Reflection

• In what ways do you experience time

poverty? What products do you purchase

because of the sense of time poverty?



• The information a store’s layout, Web site,

or salespeople provides strongly

influences a purchase decision.


4


Figure 9.2 The Shopping Experience:

Dimensions of Emotional States


Reasons for Shopping

• Social experiences

• Sharing of common interests

• Interpersonal attraction

• Instant status

• The thrill of the hunt


E-Commerce: Clicks versus Bricks

• Benefits: good customer

service, more options,

more convenient

• Limitations: lack of

security, fraud, actual

shopping experience,

shipping charges


For Reflection

• Will e-commerce eventually replace

traditional brick-and-mortar retailing? Why

or why not?

• What are the benefits that traditional retail

stores provide that e-commerce cannot

provide?

http://www.bluefly.com/

5


Retailing as Theater

• Landscape themes

• Marketscape themes

• Cyberspace themes

• Mindscape themes


Store Image: The Store’s Personality

• Location + merchandise suitability +

knowledge/congeniality of sales staff

• Other intangible factors affecting overall

store evaluation:

• Interior design

• Types of patrons

• Return policies

• Credit availability

For Reflection

• How would you depict

an impulse buyer?

• Explain.


Salespeople Play a Key Role


6


• Other people and groups, especially those

who possess some kind of social power,

influence our decisions.



What Are Sources of Power?

• Social power: capacity to alter the actions of

others

Referent power Information power

Legitimate power Expert power

Reward power Coercive power

For Reflection

• For each type of social power source of

influence, share an example of a time you

experienced that form of influence.



• We seek out others who share our

interests in products or services.


7


Influences of Reference Groups

• Informational

• Utilitarian

• Value-expressive


Brand Communities and Consumer Tribes

• A group of consumers who

share a set of social

relationships based upon usage

or interest in a product

• Consumer tribes share

emotions, moral beliefs, styles

of life, and affiliated product

• Brandfests celebrated by

community

Figure 9.4 Collective Value Creation



Membership versus

Aspirational Reference Groups

• Membership reference groups

• People the consumer actually knows

• Advertisers use “ordinary people”

• Aspirational reference groups

• People the consumer doesn’t know but

admire

• Advertisers use celebrity spokespeople

8


Factors Predicting

Reference Group Membership

Propinquity

Mere exposure

Group cohesiveness


Positive versus

Negative Reference Groups

• Avoidance groups: motivation to distance

oneself from other people/groups

• Antibrand communities: coalesce around a

celebrity, store, or brand—but in this case

they’re united by their disdain for it


Consumers Do It in Groups

Why do we conform?

• Cultural pressure

• Fear of deviance

• Commitment

• Group unanimity

• Interpersonal influence

For Reflection

• How can marketers use the characteristics

that explain conformity to persuade

individuals to follow consumer trends?


9


• Marketers often need to understand

consumers’ behavior rather than a

consumer’s behavior.



Roles In Collective Decision Making

Initiator

Gatekeeper

Influencer

Buyer

User


• The decision-making process differs when





Organizational Decision Making

• Organizational buyers: purchase goods

and services on behalf of companies for

use in the process of manufacturing,

distribution, or resale.

• Business-to-business (B2B) marketers:

specialize in meeting needs of

organizations such as corporations,

government agencies, hospitals, and

retailers.

10


Compared to Consumer Decision Making,

Organizational Decision Making…

• Involves many people

• Requires precise, technical specifications

• Is based on past experience and careful

weighing of alternatives

• May require risky decisions

• Involves substantial dollar volume

• Places more emphasis on personal selling


For Reflection

Assume that you are a sales

representative for a large company that

markets laptop computers.

• List all the people that may be involved in

making the decision to purchase from you.

• Try to match all the people to their possible

decision roles as outlined on the previous

slide.


What Influences Organizational Buyers?

• The buyclass theory of purchasing divides

organizational buying decisions into 3

types:

• Level of information required

• Seriousness of decision

• Familiarity with purchase


Table 9.4 Types of

Organizational Buying Decisions

• Buyclass theory: organizational buying decisions

divided into three types, ranging from most to

least complex:

Buying Situation Extent of Effort Risk Buyers Involved

Straight rebuy Habitual decision

making

Low Automatic

reorder

Modified rebuy Limited problem

solving

Low to moderate One or a few

New task Extensive problem

solving

High Many

11

For Reflection

• Summarize the buyclass model of

purchasing. How do decisions differ within

each class?



• Our traditional notions about families are

outdated.



The Modern Family Unit

• Changes in family

structure

• Boomerang kids

• Sandwich generation

• Changes in household

concept

For Reflection

• How does the changing nature of the

family affect marketing mix decisions

marketers make to target families and

family members?


12


Nonhuman Family Members

• Pets are treated like family members

• Pet-smart marketing strategies:

• Name-brand pet products

• Lavish kennel clubs

• Pet accessories


Family Life Cycle

• Factors that determine how couples spend

money:

• Whether they have children

• Whether both spouses work

• Family life cycle (FLC) concept combines

trends in income and family composition

with change in demands placed on income


Variables Affecting FLC

Age

Marital Status

Children in the Home

Ages of Children in the Home


For Reflection

• For the following products, discuss how

having children or not might affect the

choices a couple makes. What do such

variations mean for marketers?

• Groceries

• Cars

• Vacations

13


• Members of a family unit play different

roles and have different amounts of

influence when the family makes purchase

decisions.



Household Decisions

Consensual

Purchase Decisions

Accommodative

Purchase Decisions


Resolving Decision Conflicts in Families

• Interpersonal need

• Product involvement

and utility

• Responsibility

• Power


Who Makes Key Decisions in the Family?

• Autonomic decision: one family member

chooses a product

• Syncretic decision: involve both partners

• Used for cars, vacations, homes,

appliances, furniture, home electronics,

interior design, phone service

• As education increases, so does

syncretic decision making

14


Factors Affecting Decision-Making

Patterns Among Couples

Sex-role stereotypes

Spousal Resources

Experience

Socioeconomic Status


Heuristics in Joint Decision Making

• Synoptic ideal: the couple takes a

common view and act as joint decision

makers

• Heuristics simplify decision making:

• Salient, objective dimensions

• Task specialization

• Concessions based on intensity of each

spouse’s preferences

For Reflection

• What exposure have you had to family

decisions made in your own family? Can

you see the patterns discussed in the

chapter in those decisions? Give an

example.



Chapter Summary

• Many factors affect the consumer

decision-making process.

• The retail environment and experience is a

strong influence.

• Other people and groups, especially those

with social power, influence our decisions.

• We seek out others who share our

interests in products.

15


Chapter Summary (Cont.)

• Marketers need to understand behavior in

collective decision-making situations.

• The decision-making process differs when



• Our traditional notions of family are

outdated.

• Family members play different roles and

varying levels of influence.

Documents

Chapter Objectives 9 1. 2. The information a store’s layout, Web site,kisi.deu.edu.tr/sumeyra.kurt/MRK 4111/PPT/solomon_cb11_ppt09.pdf · 10 9-37 Copyright © 2015 Pearson Education