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Consumer Behavior. Jeremy Kees, Ph.D. Model of Consumer Behavior. Review…. So, we’ve talked about the marketing concept and the importance of building relationships But before we can start marketing, we have to understand: The market in which we’re going to compete in Our consumers

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consumer behavior

Consumer Behavior

Jeremy Kees, Ph.D.

review
Review….
  • So, we’ve talked about the marketing concept and the importance of building relationships
  • But before we can start marketing, we have to understand:
    • The market in which we’re going to compete in
    • Our consumers
  • Key Concepts over the next few weeks:
    • Consumer Behavior
    • Marketing Research
    • Market Segmentation
    • Targeting / Positioning
problem recognition

Out of Stock

Dissatisfaction

New Needs

or Wants

Market-Induced

Recognition

Related Product

Purchase

New

Products

Problem Recognition
information search

Personal

Sources

Market

Sources

Public

Sources

Personal

Experience

Information Search
evaluation of alternatives

All available brands

Guinness

The Beast

Blue Rib.

Coors Lt.

Yuengling

Bud Lt.

Hop Devil

Miller Lt.

Becks

Amstel Lt.

Natty Lt.

Mic Ultra

Smithwicks

High Life

Corona

Evaluation of Alternatives

Hop Devil

Shiner Bock

Guinness

Becks

Smithwicks

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

usage and or disposal of products
Usage and/or Disposal of Products

Why could this info be important to Marketers??

intrapersonal factors
Intrapersonal Factors
  • Needs and Motives
  • Perceptions
  • Attitudes
  • Learning
  • Self-Concept
needs and motives

Self-Actualization

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Needs and Motives
perceptions
Perceptions
  • Key variable in marketing
  • “how we make sense of the world we live in”
  • Subliminal Perception
    • Examples 1 and 2
attitude
Attitude
  • Components of Attitude:
    • Cognitive What we think
    • Affective: How we feel
    • Behavioral: How we act
  • Strategies for changing consumer attitude…
learning
Learning
  • Conceptual
  • Experiential
  • Reinforcement
  • Implications for marketing…
personality and self concept
Personality and Self-Concept
  • Personality: the unique psychological characteristics….
  • Self-Concept: A person’s multifaceted picture of himself or herself, composed of the:
    • Real self
    • Self-image
    • Looking-glass self
    • Ideal self
interpersonal factors
Interpersonal Factors
  • Culture
  • Social Influences
  • Family Influences
culture
Culture
  • Culture: values, beliefs, preferences, and tastes handed down from one generation to the next
  • What are some characteristics of American culture??
culture and international marketing
Culture and International Marketing
  • Culture is perhaps the most critical aspect of doing business internationally
  • Self-Reference Criterion = one’s tendency to judge others based on our own cultural experiences
  • Ethnocentism = regarding one’s own culture as superior than another
culture1
Culture
  • Subculture: Subgroup of culture with its own, distinct modes of behavior
    • Cultures are not homogeneous entities with universal values
    • Subcultures can differ by:
      • Ethnicity or Nationality
      • Age or Gender
      • Religion
      • Social class or Profession
social influences
Social Influences
  • Group membership influences an individual’s purchase decisions and behavior in both overt and subtle ways
  • Reference Groups: groups whose value structures and standards influence a person’s behavior
social influences1
Social Influences
  • Social Classes: groups whose rankings are determined by occupation, income, education, family background, and residence location
family influences
Family Influences
  • Family Decision-Making Structures
    • Autonomic
    • Husband-dominant
    • Wife-dominant
    • Syncratic
  • Children’s Influence