MKTNG ch9

Chapter 9
Consumer Behavior
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Customer vs. Consumer Behavior
Customer behavior
Consumer behavior
9-2
Interpersonal Determinants of
Consumer Behavior
Cultural Influences
Culture
ethnocentrism
9-3
Core Values in the

U.S. Culture
While some cultural
values change over
time, basic core values
do not
9-4
Milton Bradley
Parker Brothers
Emphasizing the
Importance of Family
and Home Life
9-5
Listerine
This ad from the
early 1900s
demonstrates how
culture changes
over time.
9-6
International Perspective on Cultural

Influences
Cultural differences are particularly important
for international marketers
9-7
Benetton
This Firm Has Been Successful Extending Strategies
Across Cultural and National Boundaries
9-8
Subcultures: subgroup of culture with its

own, distinct modes of behavior
Subcultures can differ by:
Ethnicity
Nationality
Age
Religion
Geographic
distribution
9-9
Ethnic and Racial Minorities

0.70%
1.80%
0.40%
3.10%
12.50%
Hispanic American
African Americans
Asian American
Native American
Two or More Races
Other
12.10%
Note: Percentages have been rounded.
SOURCE: Data from Roger Simon and Angie Cannon, An Amazing Journey, U.S. News & World Report, August 6. 2001,
p. 12.
9-
Subcultures: AfricanAmerican Consumers

African-American
buying power is rising
rapidly compared to
U.S. consumers in
general
9-
Subcultures: HispanicAmerican Consumers

The 35 million Hispanics
in the U.S are not
homogenous
The Hispanic market is
large and fast-growing
Hispanics tend to be
younger than the general
U.S. population
Hispanics are
geographically
concentrated
9-
Univision
This web site is designed to meet the needs of the
growing Hispanic population who prefer SpanishLanguage Programs.
9-
Subcultures: AsianAmerican Consumers

Marketing to AsianAmericans presents
many of the same
challenges as
marketing to Hispanics
9-
Consumer Behavior
Social Influences
Group membership influences an individuals
purchase decisions and behavior in both
overt and subtle ways.
Norms
Status
Roles
9-
Jordache
Advertisement
Illustrating the
Influence of
Friendship Groups
on Purchase
Decisions
9-
The Asch Phenomenon: the effect of a

reference group on individual decision-making
Reference groups
The purchased product must
be one that others can see
and identify.
The purchased item must be
conspicuous
9-
Social classes: groups whose rankings are

determined by occupation, income,
education, family background, and residence
location
W. Lloyd Warner identified
six classes:
1. Upper-upper
2. Lower-upper
3. Upper-middle
4. Lower-middle
5. Working class
6. Lower class
9-
Class Discussion
Give an example of how
you have seen social class
operating in the
marketplace.
9-
Opinion leaders: individuals likely to

purchase new products before others and
then share the resulting experiences and
opinions by word-of-mouth
Alternative Channels for Communications Flow
9-
Consumer Behavior
Family Influences
Autonomic
Husband-dominant
Wife-dominant
Syncratic
9-
Children and
teenagers in family
purchases
Growing numbers
are assuming
responsibility for
family shopping
They also influence
what parents buy
They represent over
50 million consumers
in their own right
9-
Personal Determinants of
Consumer Behavior
9-
Why do you see so many

people wearing football
clothing?
What drives that kind of
consumer behavior?
9-
Needs and Motives

Need
Motives
9-
Maslows Hierarchy of Needs

Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
9-
Lindblad Special
Expeditions
Service Aimed at
Satisfying a Selfactualization Need
9-
Perception: the
meaning that a person
attributes to incoming
stimuli gathered
through the five
senses
9-
Perceptual screens:
the filtering processes
through which all
inputs must pass
Sony
Breaking Through
Perceptual Screens
9-
Subliminal Perception: subconscious receipt

of information
Almost 50 years ago, a New Jersey movie
theater tried to boost concession sales by
flashing the words Eat Popcorn and Drink
Coca-Cola.
Research has shown that subliminal
messages cannot force receivers to purchase
goods that they would not consciously want.
9-
Attitudes
Attitudes: enduring evaluations,
emotional feelings, or action
tendencies toward some object or
data
Attitude components:
cognitive
affective
behavioral
9-
This advertisement deals with

feelings or emotional reactions
many of us have felt at one time
or another.
9-
Changing Consumer
Attitudes
Marketers have two
choices to lead
prospective buyers
to adopt a favorable
attitude toward their
product:
9-
Modifying the
Components of
Attitude
Marketers can work
to modify attitudes by
providing evidence of
product benefits and
by correcting
misconceptions
9-
Learning: an immediate or expected change

in behavior as a result of experience
Drive
Cue
Response
Reinforcement
9-
Citibank
Reinforcing a
buying
behavior
9-
Applying Learning
Theory to Marketing
Decisions
Prego
Using a discount
coupon to shape
behavior
9-
Self-Concept: persons multifaceted picture of

himself or herself, composed of the real self,
self-image, looking-glass self, and ideal self
9-
The Consumer Decision Process

Problem
Opportunity
Recognition
Search
Consumers complete a step-bystep process when making

purchase decisions
High-involvement
Low-involvement
Alternative
Evaluation
Purchase
Decision
9-
Purchase
Act
Postpurchase
Evaluation
This advertisement shows how

the customer is helped through
the buying decision making
processa little unusual but
effective none the less.
9-
Problem or Opportunity Recognition

Consumer becomes aware of a significant
discrepancy between the existing situation
and the desired situation
Motivates the individual to achieve the
desired state of affairs
9-
All
All
Brands
Brands
Evoked Set
Model
Known
Known
Brands
Brands
Unknown
Unknown
Brands
Brands
Evoked
Acceptable
Unacceptable
Overlooked
Acceptable
Unacceptable
Overlooked
Set
Brands
Brands
Brands
Brands
Purchased
Purchased
Brand
Brand
9-
Brands
Rejected
Rejected
Brands
Brands
Inert
Set
Brands
Evaluation of Alternatives
Consumer evaluates the evoked set
Outcome of the evaluation stage is the
choice of a brand or product
Evaluative criteria: features that a
consumer considers in choosing a model
alternatives
9-
Progresso
An Attempt to
Influence
Evaluative Criteria
9-
Purchase Decision
Consumer narrows the alternatives down to one
Next, the purchase location is decided
Purchase Act
Consumers tend to choose outlets by
considering such characteristics as location,
price, assortment, personnel, store image,
physical design, and services
Some choose the convenience of in-home
shopping
9-
Post-purchase
Evaluation
After the purchase,
consumers are
either satisfied or
experience
cognitive
dissonance (CD)
Michelin relieving
CD
9-
Classifying Consumer Problem-Solving

Processes
Routinized Response Behavior
Purchases made routinely by choosing a
preferred brand or one of a limited group of
acceptable brands
9-
Limited Problem Solving

Situation where the consumer has
previously set evaluative criteria for a
particular kind of purchase but then
encounters a new, unknown brand or item
9-
Extended Problem Solving

Results when brands are difficult to
categorize or evaluate
High-involvement purchase decisions
usually require extended problem
solving
9-

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MKTNG ch9

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Chapter 9

Customer vs. Consumer Behavior

Core Values in the

International Perspective on Cultural

Subcultures: subgroup of culture with its

Ethnic and Racial Minorities

Subcultures: AfricanAmerican Consumers

Subcultures: HispanicAmerican Consumers

Subcultures: AsianAmerican Consumers

The Asch Phenomenon: the effect of a

Social classes: groups whose rankings are

Opinion leaders: individuals likely to

Why do you see so many

Needs and Motives

Maslows Hierarchy of Needs

Subliminal Perception: subconscious receipt

This advertisement deals with

Learning: an immediate or expected change

Self-Concept: persons multifaceted picture of

The Consumer Decision Process

Consumers complete a step-bystep process when making

This advertisement shows how

Problem or Opportunity Recognition

Classifying Consumer Problem-Solving

Limited Problem Solving

Extended Problem Solving

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