Consumer Behavior - Basic Marketing - Lecture Slides, Slides of Marketing

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CONSUMER BEHAVIOR

BUAD 307 MARKETING FUNDAMENTALS

CONSUMER

PERCEPTION/ SENSATION

COGNITION

AFFECT

BELIEFS

SOCIAL AND OTHER INFLUENCE

INFO SEARCH

CHOICES

PREFERENCES

COMMUNICATION

MARKET

RESEARCH

STRATEGY

Influences on and of Consumer Behavior

True or False?

1. If you have bad breath, you cannot smell it yourself.
2. If you eat a balanced diet, you do not need vitamin supplements.
3. Using a razor with five blades will reduce the likelihood of cutting yourself and will result in less skin irritation.
4. Dell Computers tend to be of higher quality than those made by HP and Sony.
5. Rust stains on clothes can be removed with the use of lemon juice. Bleach actually makes these stains worse.

Questions Faced By Consumers

• Are veggie burgers actually healthy?
• What makeup should you use to get an “even” skin tone?
• Do I get any useful benefits from spending more than $125 on a digital camera?
• Should I get a “make-over?” What am I looking for? What should I do?
• Is my mechanic honest?
• Which tie should I wear for a job interview?
• Should I give my wife roses, chocolate, or software?

CONSUMER DECISIONS:

Theory and Reality in Consumer Buying

INFORMATION SEARCH

PROBLEM RECOGNITION

EVALUATION OF ALTERNATIVES PURCHASE POSTPURCHASE EVALUATION/ BEHAVIORS

Theory Complications

Approaches to Search for

Problem Solutions

INTERNAL

EXTERNAL

Memory Thinking

Word of mouth, media, store visits, trial

REMINDER

• For low involvement

products, efforts aimed at affecting internal search tend to be more effective—the consumer is usually not willing to expend energy on external search.

• External search is more

likely for higher involvement products.

Decision Making Issues

• Involvement level
  • Temporary
  • Enduring
• Consumer locus of control
  • Internal
  • External
• Product category complexity
• Consumer knowledge

Heuristics—Low Involvement Decision

Rules

• If either Coke or Pepsi is on

sale, buy that brand; otherwise, buy Coke

• The larger the navels, the

better the orange

• The larger package is likely to

offer a lower unit price (not true in reality)

Attitudes―components

BELIEFS (^) (FEELING)AFFECT

BEHAVIORAL INTENTIONS

Generating Beliefs Through Advertising

• Statements must be
  • Perceived
  • Comprehended
  • Remembered
  • Believed (at least in part)

Positioning Through Creating Beliefs

• “It’s not delivery; it’s De Journo!”
• “Wal-Mart. Always low prices.

Always.”

• “I just saved a bunch of money on

my auto insurance.”

• “U-um Good!” (Campbell’s Soup)

Multiattribute Models

• Caveats
  • Different segments exist that will weight factors differently—thus, overall averages can be misleading. Separate analyses should be done for different segments of interest. (Segments can be identified by certain statistical techniques).
  • Individual differences exist in scale intensity—for some, it is much “easier” to be extremely good or extremely bad.
  • Prior research may be needed to identify issues (dimensions) to be weighted.
  • Some factors may be intangible—What are the substantive differences between Windows and Apple computers?
  • Non-compensatory factors—“must-haves”— may determine final result. - Applications - Determining - Overall performance - Areas of strength and weakness - Comparison to competitors - Overall - Areas of strength and weakness

REMINDER:

PERCEPTIONS ARE NOT NECESSARILY ACCURATE. We are looking to work with what consumers believe.

Affect

• Based on
  • past emotional associations of product
  • emotional effect of beliefs