Marketing+–+Consumer+Behaviour.ppt

8/14/2019 Marketing++Consumer+Behaviour.ppt

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MarketingConsumer

BehaviourIts a lot more scientific than you

think


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Consumer behaviour continued

Consumer needs arent always obvious or

straight forward; they can be deep,

complex , seemingly strange on occasions

but they are entirely rational for the

consumer

Decision making can reflect HABIT

or Intense SEARCH and PROBLEM

SOLVING; they can be influenced by

utilitarian performance or social

acceptance e.g Billabong)


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Consumer marketing

Understanding of consumers behaviour drawson

Psychology

Social PsychologySociology

Social anthropology

Economics

Note that there is a great deal of uncertainty andconflicting theory out there; e.g. nature versusnurture ; much depends on inference


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Consumer behavioursome

examples

Harley Davidson

Swatch

Castle lager

Coca Cola

Tupperware

Eastern airlines

American Swiss


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Consumer Behaviour model

buyers decision making follows a

sequence (but not always!)

Problem recognition

Information search

Evaluation of alternatives

DecisionPostpurchase behaviour


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Psychological Influences

Motivation

Trigger for behaviour

A motive is a construct representing anunobservable inner force that stimulates

and compels a behavioural response that

provides specific direction to that response

Note : motives can be learnt or innate


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Motivation continued

Note difference between manifest and latent

needs

Recognise too that motives can be complex and

more than one can be in operation concurrently,sometimes in conflict

ApproachApproach conflict

Approach- Avoidance conflictAvoidance-Avoidance conflict


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Learning

Much of consumer behaviour is learned..Brands, brand positioning, prices, store layouts,ad recall. Brand loyalty is learned..

But unlearning is also a factor

Note that there are different kinds of learningConditioning (both classical and instrumental)

Cognitive learning

Again, note the debate between behaviourists andcognitivists

All have a place in marketing


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Personality

Intuitively, personality has an influence on

buying behaviour, but measurement is

weak, so use of personality tests is limited

in marketing

Lots of theories e.g. type, trait and

Freudian


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Perception

Important to understand this.. Consumers are

confronted with millions of stimuli every day

How then to break through the clutter?

Perceptual process like a funnel.. Availability,

exposure, attention, interpretation

Note factors such as selectivity, JND,subliminality, symbolism


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Attitudes

Summation of all the influences and are manifested in our decisions

Understand an attitude and we have fair idea of ho person willbehave, i.e. attitudes are predictor of behviour

Three components

Cognitive - our beliefs and knowledge

Affectiveour feelings or emotionsBehaviouralactual decision

e.g. BP supports conservation (affective)

BP petrol is a commodity (cognitive)

BPs service station is closest to home (behavioural)

To change attitude towards BP, which one/s do we target?


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Attitudes

If attitudes are predictors of purchasing

behaviour, we can

Create an attitude where one may not

exist

Reinforce an existing attitude

Change an attitude (most difficult of all!)


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Social Influences

Culture

Can be overriding.. Provides society with values,standards of behavioura framework which iscarried from one generation to the next

More meaningful in developing societies, but oftenbeing eroded by technology, communications ..the global village..

In RSA, culture is still very important for many ..

E.g. stokvels, language, customsNote sensitivities, especially where there are

competing cultures - makes multi nationalmarketing difficult


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Role of Subcultures

Where does culture fall away to subculture?

Typically, subcultures reflect a transitory stage(youth) but a member can choose to join oneand not the other. Can be a member of more

than one at a time. Often very powerful and behaviour driven by

need to conform (esp amongst youth)

Requires very immediate understanding and

resonance by marketers


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Technologys impact- the pill

Women go on earning after marriage

Women see work as a career; more

become professionals

Locus of power in family changes (less

male dominance/female subservience;

more syncratic)

Gender roles undergo change

More purchases for self (e.g. jewellery)


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Marketers response

More working women are thus targeted

Children given more marketingindependence, responsibility

Longer shopping hours

Higher discretionary spending powermatched by product offerings

More instant/precooked foods .. Sale ofmicrowave ovens

Marketing aimed at husband and wife


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Role of family

Primary reference group.. In socialisation,

aculturation and behaviour

Types

Nuclear

Extended

HouseholdNote differences in influence depending on

type of family


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Reference Groups

Group can be a misnomer.. It could bean individual (real, hypothetical, created)

Marketers have the choice

Real endorsers .. Can be expensive, riskybut can add real value to the brand (e.g.Lucas Radebe and WW, David Beckham

and Real Madrid soccer shirts,TigerWoods and Nikewhat would you do??)

Created endorsers less expensive but canlack punch; require lots of marketing effort

e.g. Farmer Brown


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Reference Groups continued

Groups which exist, or are created and

often nurtured

Aspirational groups.. Often elusive (e.g.

Teenagers as viewed by tweens)

Real- life groups e.g.Bafana Bafana,

Springboks.. But they must win!


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Decision Making

Which product .. A car or a cellphone/handset to give you status

Which brand .. BMW or Nokia

Which outlet .. Woolworths or Shoprite

What happens after thatpostpurchasedissonance (often called buyers

remorse)or reinforcementAnd what do marketers do to assist in the

process?

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Marketing+–+Consumer+Behaviour.ppt