14 Ce Chapter 6 - Analyzing Consumer Markets 2953u
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6 Analyzing Consumer Markets
Marketing Management Canadian Fourteenth Edition Copyright
2013 Pearson Canada Inc.
6 -1
Chapter Questions • How do consumer characteristics influence buying behavior? • What major psychological processes influence consumer responses to the marketing program? • How do consumers make purchasing decisions? • In what ways do consumers stray from a deliberate rational decision process? Copyright
2013 Pearson Canada Inc.
6-2
Consumer Behaviour • Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Marketers must fully understand both the theory and reality of consumer behavior.
Copyright
2013 Pearson Canada Inc.
6-3
What Influences Consumer Behavior? Cultural Factors
Social Factors
Personal Factors
Copyright
2013 Pearson Canada Inc.
6-4
What is Culture? • Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.
Copyright
2013 Pearson Canada Inc.
6-5
Subcultures • • • •
Copyright
Nationalities Religions Racial groups Geographic regions
2013 Pearson Canada Inc.
6-6
Social Classes Upper uppers Lower uppers Upper middles Middle Working Upper lowers Lower lowers Copyright
2013 Pearson Canada Inc.
6-7
Social Factors Reference groups Family Social roles Statuses
Copyright
2013 Pearson Canada Inc.
6-8
Reference Groups • • • • •
Copyright
hip groups Primary groups Secondary groups Aspirational groups Disassociative groups
2013 Pearson Canada Inc.
6-9
Family • The family of orientation consists of parents and siblings. • A more direct influence on everyday buying behavior is the family of procreation— namely, the person’s spouse and children.
Copyright
2013 Pearson Canada Inc.
6 - 10
Personal Factors
Copyright
Age Life cycle stage Occupation Wealth
2013 Pearson Canada Inc.
Personality Values Lifestyle Self-concept
6 - 11
Age and Stage in the Life Cycle • Our taste in food, clothes, furniture, and recreation is often related to our age. • Consumption is also shaped by the family life cycle and the number, age, and gender of people in the household at any point in time. • Adults experience certain “ages” or “transformations” as they go through life.
Copyright
2013 Pearson Canada Inc.
6 - 12
Occupation and Economic Circumstances • Occupation also influences consumption patterns. • As the recent recession clearly indicated, both product and brand choice are greatly affected by economic circumstances: – spendable income (level, stability, and time pattern), – savings and assets (including the percentage that is liquid), – debts, borrowing power, and attitudes toward spending and saving. Copyright
2013 Pearson Canada Inc.
6 - 13
Personality and Brand Personality • Personality - a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli (including buying behaviour). • Brand personality - the specific mix of human traits that we can attribute to a particular brand.
Copyright
2013 Pearson Canada Inc.
6 - 14
Brand Personality • • • • •
Copyright
Sincerity Excitement Competence Sophistication Ruggedness
2013 Pearson Canada Inc.
6 - 15
Self Concept • Consumers often choose and use brands with a brand personality consistent with their actual self-concept (how we view ourselves), although the match may instead be based on the consumer’s ideal self-concept (how we would like to view ourselves) or even on others’ self-concept (how we think others see us).
Copyright
2013 Pearson Canada Inc.
6 - 16
Lifestyle and Values • A lifestyle is a person’s pattern of living in the world as expressed in activities, interests, and opinions. – Marketers search for relationships between their products and lifestyle groups.
• Core values are the belief systems that underlie attitudes and behaviours. – Marketers who target consumers on the basis of their values believe that with appeals to people’s inner selves, it is possible to influence their outer selves—their purchase behaviour. Copyright
2013 Pearson Canada Inc.
6 - 17
Table 6.2 LOHAS Market Segments
Copyright
2013 Pearson Canada Inc.
6 - 18
Figure 6.1 Model of Consumer Behavior
Copyright
2013 Pearson Canada Inc.
6 - 19
Motivation
Copyright
Freud’s Theory
Maslow’s Hierarchy of Needs
Herzberg’s Two-Factor Theory
Behavior is guided by subconscious motivations
Behavior is driven by lowest, unmet need
Behavior is guided by motivating and hygiene factors
2013 Pearson Canada Inc.
6 - 20
Figure 6.2 Maslow’s Hierarchy of Needs
Copyright
2013 Pearson Canada Inc.
6 - 21
Perception • • • •
Copyright
Selective attention Selective retention Selective distortion Subliminal perception
2013 Pearson Canada Inc.
6 - 22
Learning • Learning induces changes in our behavior arising from experience. • A drive is a strong internal stimulus impelling action. • Cues are minor stimuli that determine when, where, and how a person responds. • Discrimination means we have learned to recognize differences in sets of similar stimuli and can adjust our responses accordingly. Copyright
2013 Pearson Canada Inc.
6 - 23
Emotions • Consumer response is not all cognitive and rational; much may be emotional and invoke different kinds of feelings. • A brand or product may make a consumer feel proud, excited, or confident. An ad may create feelings of amusement, disgust, or wonder.
Copyright
2013 Pearson Canada Inc.
6 - 24
Memory • Cognitive psychologists distinguish between short-term memory (STM)—a temporary and limited repository of information—and long-term memory (LTM)—a more permanent, essentially unlimited repository.
Copyright
2013 Pearson Canada Inc.
6 - 25
Memory Processes • Memory encoding describes how and where information gets into memory. • Memory retrieval is the way information gets out of memory.
Copyright
2013 Pearson Canada Inc.
6 - 26
Figure 6.3 Hypothetical Dole Mental Map
Copyright
2013 Pearson Canada Inc.
6 - 27
Figure 6.4 Five- Stage Model of the Consumer Buying Process Problem Recognition Information Search Evaluation of alternatives Purchase Decision Postpurchase Behavior
Copyright
2013 Pearson Canada Inc.
6 - 28
Sources of Information
Copyright
2013 Pearson Canada Inc.
Personal
Commercial
Public
Experiential
6 - 29
Figure 6.5 Successive Sets in Decision Making
Copyright
2013 Pearson Canada Inc.
6 - 30
Table 6.4 A Consumer’s Brand Beliefs about Laptop Computers
Copyright
2013 Pearson Canada Inc.
6 - 31
Figure 6.6 Steps Between Alternative Evaluation & Purchase
Copyright
2013 Pearson Canada Inc.
6 - 32
Non-Compensatory Models of Choice • Conjunctive • Lexicographic • Elimination-by-aspects
Copyright
2013 Pearson Canada Inc.
6 - 33
Perceived Risk • • • • • •
Copyright
Functional Physical Financial Social Psychological Time
2013 Pearson Canada Inc.
6 - 34
Figure 6.7 How Customers Use or Dispose of Products
Copyright
2013 Pearson Canada Inc.
6 - 35
Moderating Effects on Consumer Decision Making • The manner or path by which a consumer moves through the decision-making stages depends on several factors, including the level of involvement and extent of variety seeking.
Copyright
2013 Pearson Canada Inc.
6 - 36
Decision Heuristics • Availability • Representativeness • Anchoring and adjustment
Copyright
2013 Pearson Canada Inc.
6 - 37
Framing • Decision framing is the manner in which choices are presented to and seen by a decision maker.
Copyright
2013 Pearson Canada Inc.
6 - 38
Mental ing • Consumers tend to… – Segregate gains – Integrate losses – Integrate smaller losses with larger gains – Segregate small gains from large losses
Copyright
2013 Pearson Canada Inc.
6 - 39
Marketing Management Canadian Fourteenth Edition Copyright
2013 Pearson Canada Inc.
6 -1
Chapter Questions • How do consumer characteristics influence buying behavior? • What major psychological processes influence consumer responses to the marketing program? • How do consumers make purchasing decisions? • In what ways do consumers stray from a deliberate rational decision process? Copyright
2013 Pearson Canada Inc.
6-2
Consumer Behaviour • Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Marketers must fully understand both the theory and reality of consumer behavior.
Copyright
2013 Pearson Canada Inc.
6-3
What Influences Consumer Behavior? Cultural Factors
Social Factors
Personal Factors
Copyright
2013 Pearson Canada Inc.
6-4
What is Culture? • Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.
Copyright
2013 Pearson Canada Inc.
6-5
Subcultures • • • •
Copyright
Nationalities Religions Racial groups Geographic regions
2013 Pearson Canada Inc.
6-6
Social Classes Upper uppers Lower uppers Upper middles Middle Working Upper lowers Lower lowers Copyright
2013 Pearson Canada Inc.
6-7
Social Factors Reference groups Family Social roles Statuses
Copyright
2013 Pearson Canada Inc.
6-8
Reference Groups • • • • •
Copyright
hip groups Primary groups Secondary groups Aspirational groups Disassociative groups
2013 Pearson Canada Inc.
6-9
Family • The family of orientation consists of parents and siblings. • A more direct influence on everyday buying behavior is the family of procreation— namely, the person’s spouse and children.
Copyright
2013 Pearson Canada Inc.
6 - 10
Personal Factors
Copyright
Age Life cycle stage Occupation Wealth
2013 Pearson Canada Inc.
Personality Values Lifestyle Self-concept
6 - 11
Age and Stage in the Life Cycle • Our taste in food, clothes, furniture, and recreation is often related to our age. • Consumption is also shaped by the family life cycle and the number, age, and gender of people in the household at any point in time. • Adults experience certain “ages” or “transformations” as they go through life.
Copyright
2013 Pearson Canada Inc.
6 - 12
Occupation and Economic Circumstances • Occupation also influences consumption patterns. • As the recent recession clearly indicated, both product and brand choice are greatly affected by economic circumstances: – spendable income (level, stability, and time pattern), – savings and assets (including the percentage that is liquid), – debts, borrowing power, and attitudes toward spending and saving. Copyright
2013 Pearson Canada Inc.
6 - 13
Personality and Brand Personality • Personality - a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli (including buying behaviour). • Brand personality - the specific mix of human traits that we can attribute to a particular brand.
Copyright
2013 Pearson Canada Inc.
6 - 14
Brand Personality • • • • •
Copyright
Sincerity Excitement Competence Sophistication Ruggedness
2013 Pearson Canada Inc.
6 - 15
Self Concept • Consumers often choose and use brands with a brand personality consistent with their actual self-concept (how we view ourselves), although the match may instead be based on the consumer’s ideal self-concept (how we would like to view ourselves) or even on others’ self-concept (how we think others see us).
Copyright
2013 Pearson Canada Inc.
6 - 16
Lifestyle and Values • A lifestyle is a person’s pattern of living in the world as expressed in activities, interests, and opinions. – Marketers search for relationships between their products and lifestyle groups.
• Core values are the belief systems that underlie attitudes and behaviours. – Marketers who target consumers on the basis of their values believe that with appeals to people’s inner selves, it is possible to influence their outer selves—their purchase behaviour. Copyright
2013 Pearson Canada Inc.
6 - 17
Table 6.2 LOHAS Market Segments
Copyright
2013 Pearson Canada Inc.
6 - 18
Figure 6.1 Model of Consumer Behavior
Copyright
2013 Pearson Canada Inc.
6 - 19
Motivation
Copyright
Freud’s Theory
Maslow’s Hierarchy of Needs
Herzberg’s Two-Factor Theory
Behavior is guided by subconscious motivations
Behavior is driven by lowest, unmet need
Behavior is guided by motivating and hygiene factors
2013 Pearson Canada Inc.
6 - 20
Figure 6.2 Maslow’s Hierarchy of Needs
Copyright
2013 Pearson Canada Inc.
6 - 21
Perception • • • •
Copyright
Selective attention Selective retention Selective distortion Subliminal perception
2013 Pearson Canada Inc.
6 - 22
Learning • Learning induces changes in our behavior arising from experience. • A drive is a strong internal stimulus impelling action. • Cues are minor stimuli that determine when, where, and how a person responds. • Discrimination means we have learned to recognize differences in sets of similar stimuli and can adjust our responses accordingly. Copyright
2013 Pearson Canada Inc.
6 - 23
Emotions • Consumer response is not all cognitive and rational; much may be emotional and invoke different kinds of feelings. • A brand or product may make a consumer feel proud, excited, or confident. An ad may create feelings of amusement, disgust, or wonder.
Copyright
2013 Pearson Canada Inc.
6 - 24
Memory • Cognitive psychologists distinguish between short-term memory (STM)—a temporary and limited repository of information—and long-term memory (LTM)—a more permanent, essentially unlimited repository.
Copyright
2013 Pearson Canada Inc.
6 - 25
Memory Processes • Memory encoding describes how and where information gets into memory. • Memory retrieval is the way information gets out of memory.
Copyright
2013 Pearson Canada Inc.
6 - 26
Figure 6.3 Hypothetical Dole Mental Map
Copyright
2013 Pearson Canada Inc.
6 - 27
Figure 6.4 Five- Stage Model of the Consumer Buying Process Problem Recognition Information Search Evaluation of alternatives Purchase Decision Postpurchase Behavior
Copyright
2013 Pearson Canada Inc.
6 - 28
Sources of Information
Copyright
2013 Pearson Canada Inc.
Personal
Commercial
Public
Experiential
6 - 29
Figure 6.5 Successive Sets in Decision Making
Copyright
2013 Pearson Canada Inc.
6 - 30
Table 6.4 A Consumer’s Brand Beliefs about Laptop Computers
Copyright
2013 Pearson Canada Inc.
6 - 31
Figure 6.6 Steps Between Alternative Evaluation & Purchase
Copyright
2013 Pearson Canada Inc.
6 - 32
Non-Compensatory Models of Choice • Conjunctive • Lexicographic • Elimination-by-aspects
Copyright
2013 Pearson Canada Inc.
6 - 33
Perceived Risk • • • • • •
Copyright
Functional Physical Financial Social Psychological Time
2013 Pearson Canada Inc.
6 - 34
Figure 6.7 How Customers Use or Dispose of Products
Copyright
2013 Pearson Canada Inc.
6 - 35
Moderating Effects on Consumer Decision Making • The manner or path by which a consumer moves through the decision-making stages depends on several factors, including the level of involvement and extent of variety seeking.
Copyright
2013 Pearson Canada Inc.
6 - 36
Decision Heuristics • Availability • Representativeness • Anchoring and adjustment
Copyright
2013 Pearson Canada Inc.
6 - 37
Framing • Decision framing is the manner in which choices are presented to and seen by a decision maker.
Copyright
2013 Pearson Canada Inc.
6 - 38
Mental ing • Consumers tend to… – Segregate gains – Integrate losses – Integrate smaller losses with larger gains – Segregate small gains from large losses
Copyright
2013 Pearson Canada Inc.
6 - 39
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