chapter nine interpersonal determinants of …ba.uom.gr/mkt/eap/andro/oss-2/3-cb/3-cben/9-cb.pdf ·...

CHAPTER NINEINTERPERSONAL

DETERMINANTS OFCONSUMER BEHAVIOR

CHAPTER OBJECTIVESCHAPTER OBJECTIVESCHAPTER OBJECTIVES

nn Differentiate between customer behavior andDifferentiate between customer behavior andconsumer behaviorconsumer behavior

nn Explain how marketers classify behavioralExplain how marketers classify behavioralinfluences on consumer decisionsinfluences on consumer decisions

nn Identify the interpersonal determinants ofIdentify the interpersonal determinants ofconsumer behaviorconsumer behavior

nn Identify the personal determinants of consumerIdentify the personal determinants of consumerbehaviorbehavior

nn Outline the steps in the consumer decisionOutline the steps in the consumer decisionprocessprocess

nn Differentiate among routinized responseDifferentiate among routinized responsebehavior, limited problem solving, an extendedbehavior, limited problem solving, an extendedproblem solvingproblem solving

CUSTOMER VS.CONSUMER BEHAVIOR

CUSTOMER VS.CUSTOMER VS.CONSUMER BEHAVIORCONSUMER BEHAVIOR

nn Customer behavior:Customer behavior: a broad term thata broad term thatcovers both individual consumers who buycovers both individual consumers who buygoods and services for their own use andgoods and services for their own use andorganizational buyers who purchaseorganizational buyers who purchasebusiness productsbusiness products

nn Consumer behavior:Consumer behavior: the process throughthe process throughwhich the ultimate buyer makes purchasewhich the ultimate buyer makes purchasedecisionsdecisions

Simplified buyer behavior model

Stimulus

Response

Marketingmixes

All otherstimuli

Person does or does notpurchase

Black

Box

Person makingdecisions

Interpersonal Determinants ofConsumer Behavior

nCultural Influences

nSocial Influences

nFamily Influences

INTERPERSONALDETERMINANTS OF

CONSUMER BEHAVIOR

INTERPERSONALINTERPERSONALDETERMINANTS OFDETERMINANTS OF

CONSUMER BEHAVIORCONSUMER BEHAVIOR

Cultural Influences• Culture: values,

beliefs, preferences,and tastes handeddown from onegeneration to the next



Cultural InfluencesCore Values in the U.S.Culture• While some cultural

values change over time,basic core values do not

• Examples of Americancore values include:• Importance of family

and home life• The work ethic• Desire to accumulate

wealth



Cultural InfluencesInternationalPerspective onCultural Influences

• Cultural differences areparticularly important forinternational marketers

• Successful strategies inone country often cannotextend to otherinternational marketsbecause of culturalvariations



Cultural Influences• Subcultures: subgroup

of culture with its own,distinct modes ofbehavior

• Subcultures can differby:• Race• Nationality• Age• Religion• Geographic distribution



Cultural Influences

Social Influences

• Norms: are the values,attitudes, and behaviorsthat a group deemsappropriate for its members

• Status: is the relativeposition of any individualmember in a group

• Roles define behavior thatmembers of a group expectof individuals who holdspecific positions withinthe group



Cultural Influences

Social Influences

• Reference groups:groups whose valuestructures and standardsinfluence a person’sbehavior



Cultural Influences

Social Influences

• Social classes: groupswhose rankings aredetermined byoccupation, income,education, familybackground, andresidence location



Cultural Influences

Social Influences

• Opinion leaders:individuals likely topurchase new productsbefore others and thenshare the resultingexperiences andopinions by word-of-mouth



Cultural Influences

Social Influences

Family Influences

Four Categories ofHousehold Decision-making• Autonomic• Husband-dominant• White-dominant• Syncratic



Cultural Influences

Social Influences

Family Influences

Children and teenagersin family purchases

• Growing numbers areassuming responsibilityfor family shopping

• They also influence whatparents buy

• They represent over 50million consumers intheir own right

Personal Determinants ofConsumer Behavior

nNeeds and MotivesnPerceptionsnAttitudesnLearningnSelf-Concept

Needs and MotivesNeeds and Motives

nn Need:Need: an imbalance between aan imbalance between aconsumerconsumer’’s actual and desired statess actual and desired states

nn Motives:Motives: inner states that direct ainner states that direct aperson toward the goal of satisfying aperson toward the goal of satisfying afelt needfelt need

POSSIBLE NEEDS MOTIVATING APERSON TO SOME ACTION

PHYSIOLOGICAL NEEDSHunger

Sex

Rest

Thirst

Activity

Warmth/coolness

PSYCHOLOGICAL NEEDS

Playing-relaxing

Order

Independence

Self-expression

DESIRE FOR

Acceptance

Comfort

Knowledge

Status

Fun

Prestige

Companionship

FREEDOM FROM

Harm

Pressure

Loss

Fear

Pain

Illness

Maslow’s Hierarchy of NeedsMaslowMaslow’’s Hierarchy of Needss Hierarchy of Needs

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Self-Actualization

PerceptionsPerceptionsPerceptions

nn Perception:Perception: the meaning thatthe meaning thata person attributes toa person attributes toincoming stimuli gatheredincoming stimuli gatheredthrough the five sensesthrough the five senses ––sight, hearing, touch, taste,sight, hearing, touch, taste,and smelland smell

PerceptionsPerceptionsPerceptions

PerceptualScreens

nn Perceptual screens:Perceptual screens:the filteringthe filteringprocesses throughprocesses throughwhich all inputswhich all inputsmust passmust pass

AttitudesAttitudesAttitudes

nn Attitudes:Attitudes: a persona person’’s endurings enduringfavorable or unfavorable evaluations,favorable or unfavorable evaluations,emotional feelings, or actionemotional feelings, or actiontendencies toward some object or datatendencies toward some object or data

AttitudesAttitudesAttitudes

nn Marketers have two choices to leadMarketers have two choices to leadprospective buyers to adopt a favorableprospective buyers to adopt a favorableattitude toward their product:attitude toward their product:–– Attempt to produce consumer attitudes thatAttempt to produce consumer attitudes that

will motivate the purchase of a particularwill motivate the purchase of a particularproductproduct

–– Evaluate existing consumer attitudes and thenEvaluate existing consumer attitudes and thenmake the product characteristics appeal tomake the product characteristics appeal tothemthem

LearningLearningLearning

nn Learning:Learning: an immediate or expected change inan immediate or expected change inbehavior as a result of experiencebehavior as a result of experience

nn Drive:Drive: strong stimulus that impels actionstrong stimulus that impels actionnn Cue:Cue: any object in the environment thatany object in the environment that

determines the nature of a consumerdetermines the nature of a consumer’’s responses responseto a driveto a drive

nn Reinforcement:Reinforcement: reduction in a drive that resultsreduction in a drive that resultsfrom an appropriate consumer responsefrom an appropriate consumer response

The learning process

DRIVE

CUES

RESPONSE

Reinforcement

LearningLearningLearning

nn Applying Learning Theory to MarketingApplying Learning Theory to MarketingDecisionsDecisions

nn Shaping:Shaping: process of applying a series ofprocess of applying a series ofrewards and reinforcements to permitrewards and reinforcements to permitmore complex behavior to evolve overmore complex behavior to evolve overtimetime

Self-Concept TheorySelfSelf--Concept TheoryConcept Theory

nn SelfSelf--Concept:Concept: personperson’’s multifaceteds multifacetedpicture of himself or herself, composed ofpicture of himself or herself, composed ofthe real self, selfthe real self, self--image, lookingimage, looking--glass self,glass self,and ideal selfand ideal self

Self ConceptsSelf ConceptsSelf Concepts

nn Real Self:Real Self: you as you really areyou as you really arenn Self Image:Self Image: the way you see yourselfthe way you see yourselfnn Ideal Self:Ideal Self: the way you would like to bethe way you would like to benn Looking glass Self:Looking glass Self: the way you thinkthe way you think

others see youothers see younn Individuals are motivated to makeIndividuals are motivated to make

decisions and purchase products that willdecisions and purchase products that willmove them closer to theirmove them closer to their ideal selfideal self..

An Integrated Model of the Consumer Decision Process

ProblemRecognition

Search

AlternativeEvaluation

Purchase PurchaseEvaluationPurchase Act

ProblemRecognition

Search


Purchase PurchaseEvaluationPurchase Act

Interpersonal Determinants

•Cultural Influences•Social Influences•Family Influences

Personal Determinants•Needs and Motives•Perception•Attitudes•Learning•Self-Concept

Feed

back

THE CONSUMER DECISIONPROCESS

THE CONSUMER DECISIONTHE CONSUMER DECISIONPROCESSPROCESS

Search


PurchaseDecision Purchase Act

Post-purchase

Evaluation

ProblemOpportunityRecognition

nn Consumers complete a stepConsumers complete a step--byby--stepstepprocess when making purchaseprocess when making purchasedecisionsdecisions

nn HighHigh--involvementinvolvement purchasepurchasedecisions are those with high levelsdecisions are those with high levelsof potential social or economicof potential social or economicconsequencesconsequences

nn LowLow--involvementinvolvement decisions aredecisions areroutine purchases that pose little riskroutine purchases that pose little riskto the consumerto the consumer




nn Consumer becomes aware of aConsumer becomes aware of asignificant discrepancy between thesignificant discrepancy between theexisting situation and theexisting situation and thedesired situationdesired situation

nn Motivates the individual to achieveMotivates the individual to achievethe desired state of affairsthe desired state of affairs

Search




nn Consumer gathers informationConsumer gathers informationrelated to their attainment of therelated to their attainment of thedesired state of affairsdesired state of affairs

nn Identifies alternative means ofIdentifies alternative means ofproblem solutionproblem solution

nn May cover internal or externalMay cover internal or externalsources of informationsources of information

nn Brands that a consumer actuallyBrands that a consumer actuallyconsiders buying before making aconsiders buying before making apurchase decision are known as thepurchase decision are known as theevoked setevoked set

nn Consumer evaluates the evoked setConsumer evaluates the evoked setnn Actually, itActually, it’’s difficult to completelys difficult to completely

separate the second and third steps,separate the second and third steps,since some evaluation takes place as thesince some evaluation takes place as thesearch progressessearch progresses

nn Outcome of the evaluation stage is theOutcome of the evaluation stage is thechoice of a brand or product (or possiblychoice of a brand or product (or possiblya decision to renew the search)a decision to renew the search)

nn Evaluative criteria:Evaluative criteria: features that afeatures that aconsumer considers in choosing a modelconsumer considers in choosing a modelalternativesalternatives

nn Evaluative criteria are important in thisEvaluative criteria are important in thisstagestage

Search





nn Consumer narrows theConsumer narrows thealternatives down to onealternatives down to one

nn Next, the purchase location isNext, the purchase location isdecideddecidedSearch


PurchaseDecision




nn Consumers tend to choose outlets byConsumers tend to choose outlets byconsidering such characteristics asconsidering such characteristics aslocation, price, assortment,location, price, assortment,personnel, store image, physicalpersonnel, store image, physicaldesign, and servicesdesign, and services

nn Some choose the convenience ofSome choose the convenience ofinin--home shoppinghome shopping

nn Increasingly, the www is the outletIncreasingly, the www is the outletof choice for many consumersof choice for many consumers

Search






nn After the purchase, consumers areAfter the purchase, consumers areeither satisfied or experienceeither satisfied or experiencepostpost--purchase anxietypurchase anxiety

nn PostPost--purchase anxiety that resultspurchase anxiety that resultsfrom an imbalance among anfrom an imbalance among anindividualindividual’’s knowledge, beliefs, ands knowledge, beliefs, andattitudes is calledattitudes is called cognitivecognitivedissonancedissonance

Search



Post-purchase

Evaluation




Classifying ConsumerProblem-Solving Processes

Classifying ConsumerClassifying ConsumerProblemProblem--Solving ProcessesSolving Processes

RoutinizedResponse Behavior

• Purchases made routinelyby choosing a preferredbrand or one of a limitedgroup of acceptablebrands

• Examples: regular brandof a soft drink, orangejuice, or alkaline batteries

Limited ProblemSolving





• Situation where theconsumer has previouslyset evaluative criteria fora particular kind ofpurchase but thenencounters a new,unknown brand or item

• Example: Consumerconsiders trying a newbrand of shampoo orselects a roast for aspecial dinner

Extended ProblemSolving





• Results when brands aredifficult to categorize orevaluate

• High-involvementpurchase decisionsusually require extendedproblem solving

• Example: purchase of anew car, new home, orbaby furniture

CONSUMER BEHAVIOR:STRATEGIC IMPLICATIONS

CONSUMER BEHAVIOR:CONSUMER BEHAVIOR:STRATEGIC IMPLICATIONSSTRATEGIC IMPLICATIONS

nn Understanding consumer behavior canUnderstanding consumer behavior canhelp:help:–– Design a more efficient marketing strategyDesign a more efficient marketing strategy–– Persuade consumers to retain a brand in theirPersuade consumers to retain a brand in their

evoked setevoked set–– Understand that more than one person is oftenUnderstand that more than one person is often

involved in the decision process . . . and helpinvolved in the decision process . . . and helpto incorporate the implications of this intoto incorporate the implications of this intostrategic and operational decisionsstrategic and operational decisions

Listerine

This ad from the early 1900s,which states “Like everywoman, her primary ambitionwas to marry . . .”demonstrates how culturechanges over time.

Listerine

This ad from the early 1900s,which states “Like everywoman, her primary ambitionwas to marry . . .”demonstrates how culturechanges over time.

http://www.oral-care.com/

Jordache

AdvertisementIllustrating the Influenceof Friendship Groups onPurchase Decisions

Jordache

AdvertisementIllustrating the Influenceof Friendship Groups onPurchase Decisions

http://www.jordache.com/

chapter nine interpersonal determinants of …ba.uom.gr/mkt/eap/andro/oss-2/3-cb/3-cben/9-cb.pdf ·...

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