Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Dana Freeman, B-books, Ltd. Lamb, Hair, McDaniel CHAPTER Consumer Decision Making Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 2 Learning Outcomes Explain why marketing managers should understand consumer behavior Analyze the components of the consumer decision-making process Explain the consumers postpurchase evaluation process LO 1 LO 2 LO 3 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 3 Learning Outcomes Identify the types of consumer buying decisions and discuss the significance of consumer involvement Identify and understand the cultural factors that affect consumer buying decisions Identify and understand the social factors that affect consumer buying decisions LO 4 LO 5 LO 6 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 4 Learning Outcomes Identify and understand the individual factors that affect consumer buying decisions Identify and understand the psychological factors that affect consumer buying decisions LO 7 LO 8 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 5 Explain why marketing managers should understand consumer behavior The Importance of Understanding Consumer Behavior The Importance of Understanding Consumer Behavior LO 1 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 6 LO 1 Consumer Behavior Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use. Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 7 REVIEW LEARNING OUTCOME LO 1 Understanding Consumer Behavior Consumer behavior consumers make purchase decisions consumers use and dispose of product = HOW Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 8 Analyze the components of the consumer decision-making process The Consumer Decision-Making Process LO 2 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 9 Consumer Decision-Making Process LO 2 A five-step process used by consumers when buying goods or services. Consumer Decision-Making Process Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 10 Consumer Decision-Making Process LO 2 Postpurchase Behavior Postpurchase Behavior Purchase Evaluation of Alternatives Evaluation of Alternatives Information Search Need Recognition Cultural, Social, Individual and Psychological Factors affect all steps Cultural, Social, Individual and Psychological Factors affect all steps Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 11 Need Recognition LO 2 Result of an imbalance between actual and desired states. Need Recognition Need Recognition Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 12 Need Recognition LO 2 Marketing helps consumers recognize an imbalance between present status and preferred state. Present Status Present Status Preferre d State Internal Stimuli External Stimuli Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 13 Stimulus LO 2 Any unit of input affecting one or more of the five senses: sight smell taste touch hearing Stimulus Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 14 LO 2 Recognition of Unfulfilled Wants When a current product isnt performing properly When the consumer is running out of a product When another product seems superior to the one currently used Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 15 LO 2 Information Search Internal Information Search Recall information in memory External Information search Seek information in outside environment Nonmarketing controlled Marketing controlled Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 16 LO 2 External Information Searches Need More Information More Risk Less knowledge Less product experience High level of interest Lack of confidence Less Risk More knowledge More product experience Low level of interest Confidence in decision Need Less Information Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 17 LO 2 Evoked Set Group of brands, resulting from an information search, from which a buyer can choose Evoked Set Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 18 LO 2 Evaluation of Alternatives and Purchase Evoked Set Purchase! Analyze product attributes Analyze product attributes Rank attributes by importance Rank attributes by importance Use cutoff criteria Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 19 LO 2 Purchase To buy or not to buy... Determines which attributes are most important in influencing a consumers choice Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 20 REVIEW LEARNING OUTCOME LO 2 Consumer Decision-Making Process CULTURAL SOCIAL PSYCHOLOGICAL INDIVIDUAL Need Recognition 1 Information Search 2 Evaluate Alternatives 3 Purchase 4 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 21 Cognitive Dissonance LO 3 Cognitive Dissonance Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions. Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 22 Postpurchase Behavior LO 3 Consumers can reduce dissonance by: Seeking information that reinforces positive ideas about the purchase Avoiding information that contradicts the purchase decision Revoking the original decision by returning the product Marketing can minimize through: Effective Communication Follow-up Guarantees Warranties Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 23 Identify the types of consumer buying decisions and discuss the significance a of consumer involvement Consumer Buying Decisions and Consumer Involvement LO 3 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 24 LO3 Consumer Buying Decisions and Consumer Involvement More Involvement Less Involvement Routine Response Behavior Routine Response Behavior Limited Decision Making Limited Decision Making Extensive Decision Making Extensive Decision Making Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 25 LO 3 Five Factors Influencing Decisions 1. Level of consumer involvement 2. Length of time to make decision 3. Cost of good or service 4. Degree of information search 5. Number of alternatives considered Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 26 LO 3 Continuum of Consumer Buying Decisions Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 27 LO 3 Routine Response Behavior Little involvement in selection process Frequently purchased low cost goods May stick with one brand Buy first/evaluate later Quick decision Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 28 LO 3 Limited Decision Making Low levels of involvement Low to moderate cost goods Evaluation of a few alternative brands Short to moderate time to decide Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 29 LO 3 Extensive Decision Making High levels of involvement High cost goods Evaluation of many brands Long time to decide May experience cognitive dissonance Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 30 LO 3 Factors Determining the Level of Consumer Involvement Situation Social Visibility Interest Perceived Risk of Negative Consequences Previous Experience Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 31 LO 3 Marketing Implications of Involvement High-involvement purchases require: Extensive and informative promotion to target market Low-involvement purchases require: In-store promotion, eye-catching package design, and good displays. Coupons, cents-off, 2-for-1 offers Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 32 REVIEW LEARNING OUTCOME LO 3 Consumer Buying Decisions and Consumer Involvement Routine Limited Extensive Previous experience Interest Perceived risk of negative consequences Situation Social visibility Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 33 Identify and understand the cultural factors that affect consumer buying decisions Cultural Influences on Consumer Buying Decisions LO 4 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 34 Factors Influencing Buying Decisions LO 4 Social Factors Individual Factors Psycho- logical Factors Cultural Factors CONSUMER DECISION- MAKING PROCESS BUY / DONT BUY Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 35 Culture LO 4 Culture Set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next. Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 36 Components of Culture LO 4 Myths Language Values Customs Rituals Laws Material artifacts Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 37 Culture is... LO 4 Learned Functional Pervasive Dynamic Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 38 Value LO 4 Value Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct. Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 39 Core American Values LO 4 Success Materialism Freedom Progress Youth CapitalismOnline Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 40 Subculture LO 4Online Subculture A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group. Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 41 Social Class LO 4 Social Class A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms. Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 42 Social Class Measurements LO 4 Wealth Other Variables Income Education Occupation Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 43 Social Class and Education LO 4 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 44 The Impact of Social Class on Marketing LO 4 Indicates which medium to use for advertising Helps determine the best distribution for products Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 45 REVIEW LEARNING OUTCOME LO 4 Cultural Factors Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 46 Identify and understand the social factors that affect consumer buying decisions Social Influences on Consumer Buying Decisions Social Influences on Consumer Buying Decisions LO 5 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 47 Social Influences LO 5 Reference Groups Opinion Leaders Family Members Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 48 Reference Group LO 5 A group in society that influences an individuals purchasing behavior. Reference Group Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 49 LO 5 Beyond the Book Reference Groups Supplemental content not in book Reference Groups Direct Indirect Primary Secondary Aspirational Nonaspirational Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 50 Influences of Reference Groups LO 5 They serve as information sources and influence perceptions. They affect an individuals aspiration levels. Their norms either constrain or stimulate consumer behavior. Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 51 Opinion Leaders LO 5 An individual who influences the opinion of others. Opinion Leaders Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 52 Opinion Leaders LO 5 Teenagers Movie stars Sports figures Celebrities Marketers are looking to Web logs, or blogs, to find opinion leaders Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 53 LO 5 Beyond the Book Reference Group SOURCE: Beth Snyder Bulik, Apple, Target, Facebook Tops for College Students, Advertising Age, 10/04/07 Todays college students make up one of this countrys most influential consumer groups, even though demographically it is one of the smallest. Heres what a recent survey revealed about this reference groups preferences: Brand Apple Product(s) iPod / iPhone Store Target Online community Facebook Love/hate Geicos gecko Down time watch TV / surf the Web Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 54 Family LO 5 Initiators Influencers Decision Makers Purchasers Consumers Purchase Process Roles in the Family Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 55 Relationships among Purchasers and Consumers in the Family LO 5 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 56 REVIEW LEARNING OUTCOME LO 6 Social Factors Opinion Leaders People You Know Socialization Process Family Celebrities InitiatorsDecision MakersConsumers InfluencersPurchasers Reference Groups Information sources Affect aspiration levels Constrain or stimulate consumer behavior Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 57 Identify and understand the individual factors that affect consumer buying decisions Individual Influences on Consumer Buying Decisions LO 6 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 58 Individual Influences LO 6 Gender Age Life Cycle Personality Self-Concept Lifestyle Personality Self-Concept Lifestyle Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 59 Identify and understand the psychological factors that affect consumer buying decisions Psychological Influences on Consumer Buying Decisions LO 7 Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 60 Psychological Influences LO 7 Perception Motivation Learning Beliefs & Attitudes Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 61 Perception LO 7 Process by which people select, organize, and interpret stimuli into a meaningful and coherent picture. Perception Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 62 Perception LO 7SelectiveExposureSelectiveExposureSelectiveDistortionSelectiveDistortionSelectiveRetentionSelectiveRetention Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 63 Perception LO 7 Selective Exposure Selective Distortion Selective Retention Consumer notices certain stimuli and ignores others Consumer notices certain stimuli and ignores others Consumer changes or distorts information that conflicts with feelings or beliefs Consumer changes or distorts information that conflicts with feelings or beliefs Consumer remembers only that information that supports personal beliefs Consumer remembers only that information that supports personal beliefs Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 64 Marketing Implications of Perception LO 7 Important attributes Price Brand names Quality and reliability Threshold level of perception Product or repositioning changes Foreign consumer perception Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 65 LO 4 Beyond the Book Marketing Implications of Perception Is Subliminal Perception Real? Eat Popcorn Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 66 Motivation LO 7 A method of classifying human needs and motivations into five categories in ascending order of importance. Maslows Hierarchy of Needs Maslows Hierarchy of Needs Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 67 Maslows Hierarchy of Needs LO 7 Exhibit 5.5 Maslows Hierarchy of Needs Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 68 Types of Learning LO 7 Experiential Conceptual An experience changes behavior Not learned through direct experienceOnline Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 69 Beliefs and Attitudes LO 7 Belief Attitude An organized pattern of knowledge that an individual holds as true about his or her world. A learned tendency to respond consistently toward a given object. Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 70 Changing Attitudes LO 7 Change beliefs about the brands attributes Change the relative importance of these beliefs Add new beliefs Chapter 5Copyright 2010 Cengage Learning Inc. All rights reserved 71 REVIEW LEARNING OUTCOME LO 7 Psychological Factors Learning ExperientialConceptual Selective Exposure Perception Selective RetentionSelective Exposure Needs Motivation PsychologicalEsteemSafetySocialEsteem Beliefs & Attitudes Changing Beliefs about Attributes Changing Importance of Beliefs Adding New Beliefs