POM Lec 4a

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Pom Lecture 4-a

BBA 2K10

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Lecture Outline

1. Model of Consumer Behavior

2. Characteristics AffectingConsumer Behavior

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Model of Consumer Behavior

Consumer buyer behaviorrefers to the buying

behavior of final consumersindividuals and

households who buy goods and services forpersonal consumption

Consumer marketrefers to all of the personalconsumption of final consumers

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How do consumers respond to various

marketing efforts the company might use?

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Marketing stimuli consists

of the four Ps

Product Price

Place

Promotion

Other stimuli include:

Economic forces

Technological forces

Political forces

Cultural forces

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Characteristics Affecting Consumer

Behavior

Factors I nf luencing Consumer Behavior

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BehaviorCultureis the learned values, perceptions, wants,

and behavior from family and other importantinstitutions

Subcultureare groups of people within a culturewith shared value systems based on common lifeexperiences and situations

Hispanic

African American

Asian

Punjabi

Urdu Speaking

Sunni etc

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Behavior

Subcultureare groups of people within a

culture with shared value systems based oncommon life experiences and situations Hispanic

African American

Asian

Mature consumers

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Behavior

The Major Social Classes

Upper class

Middle class

Working class

Lower class

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BehaviorSocial Factors

Groups

Membership groupshave a direct influence and to whicha person belongs

Aspirational groupsare groups an individual wishes tobelong to

Reference groupsare groups that form a comparison orreference in forming attitudes or behavior

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Behavior

Social Factors

Groups

Opinion leadersare people within a reference group with

special skills, knowledge, personality, or othercharacteristics that can exert social influence on others

Bu zz market ing enlists opinion leaders to spread the word

Social network ing is a new form of buzz marketing

Twitter Facebook.com

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Behavior

Social Factors

Familyis the most important consumer-buyingorganization in society

Social roles and statusare the groups, family,

clubs, and organizations that a personbelongs to that can define role and social

status

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Behavior

Personal Factors

Age and life-cycle stage Occupation

Economic situation

Lifestyle Personality and self-concept

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Behavior

Personal Factors

Age and life-cycle stage

RBC Royal Band stages: Youthyounger than 18

Getting started18-35

Builders35-50

Accumulators50-60

Preserversover 60

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Behavior

Personal Factors

Occupationaffects the goods and services

bought by consumers

Economic situationincludes trends in:

Personal income Savings

Interest rates

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Characteristics Affecting Behavior

Personal Factors

Lifestyle is a persons pattern of living as

expressed in his or her psychographics

Measures a consumers AIOs (activities,

interests, opinions) to capture informationabout a persons pattern of acting and

interacting in the environment

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BehaviorPersonal Factors

SRI ConsultingsValues and Lifestyle

(VALS) typology

Classifies people according to how they

spend money and time Primary motivations

Resources

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Behavior

VALS

Lifestyle

Classifications

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Behavior

Personal Factors

Primary motivations

Ideals

Achievement

Self-expression

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Behavior

Personal Factors

Resources

High resources

Innovators exhibit all primary motivations

Low resources Survivors do not exhibit strong primary

motivation

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Personality and Self-Concept

Personalityrefers to the unique psychological characteristicsthat lead to consistent and lasting responses to theconsumers environment

Self-confidence

Social ability

Dominance Autonomy

Defensiveness

Adaptability

Aggressiveness

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Personali ty and Self-Concept

Brand personalityrefers to the specific mix of human traits thatmay be attributed to a particular brand

Sincerity

Excitement

Competence

Sophistication

Ruggedness

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Behavior

Personal Factors

Personali ty and Self -Concept

Self-concept refers to peoples possessions thatcontribute to and reflect their identities

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Behavior

Psychological Factors

Motivation

Perception

Learning

Beliefs and attitudes

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Behavior


Motivation

A motive is a need that is sufficiently pressing to direct theperson to seek satisfaction

Motivation researchrefers to qualitative research designed

to probe consumers hidden, subconscious motivations

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BehaviorPsychological Factors

Abraham Maslows Hierarchy of Needs

People are driven by particular needs at particular times

Human needs are arranged in a hierarchy from most pressing to least

pressing

Psychological

Safety

Social

Esteem

Self-actualization

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Behavior


Perception is the process by which people select,

organize, and interpret information to form ameaningful picture of the world from three

perceptual processes

Selective attention

Selective distortion

Selective retention

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Behavior


Selective attentionis the tendency for people to screen outmost of the information to which they are exposed

Select ive d istort io nis the tendency for people to interpretinformation in a way that will support what they alreadybelieve

Select ive retentionis the tendency to remember goodpoints made about a brand they favor and forget goodpoints about competing brands

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Behavior


Learning is the change in an individuals behavior arising

from experience and occurs through interplay of:

Drives

Stimuli

Cues

Responses Reinforcement

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BehaviorPsychological Factors

Beliefs and Atti tudes

Belief is a descriptive thought that a person hasabout something based on: Knowledge

Opinion

Faith

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Behavior

Attitudesdescribe a

persons relativelyconsistent

evaluations,

feelings, and

tendencies towardan object or idea

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POM Lec 4a

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