Consumer Behavior. Session 3. Introduction. In the US, the Marlboro cowboy is usually shown alone In Japan, the Marlboro cowboy is usually shown as part of a group… Why?. Target Holland Offensive in US/ UK. Youth as Target Market. Whiter Play station is powerful, sexier, strong.
Consumer Behavior Session 3
In the US, the Marlboro cowboy is usually shown alone • In Japan, the Marlboro cowboy is usually shown as part of a group… • Why?
Target Holland • Offensive in US/ UK. • Youth as Target Market. • Whiter Play station is powerful, sexier, strong. • Challenging cultural norms but not so much in Holland.
Solution • Culture has an influence on consumer behavior • US culture = importance of individual; not true in Asia • Japanese consumers think a single cowboy looks “lonely” and “poor” • Just an ordinary worker on a farm
Why Study Consumer Behavior • Targeting/ Segmenting customers. • Targeted Advertisements. • Marketing Strategies
Understanding Customers • Who is Important? • What are their Choice Criteria? • When Do they Buy? • Where do they buy? • How do they Buy?
Cultural Factors • Cultural: • Values, Attitude, Religion, Language • Subculture: • Group of People with common values, attitude based on common experience. • Teenagers, Racial group, Geographic groups • Social Class • Upper, Middle, Lower • Have common tastes, media preferences, lifestyle
These Groups of People are highly influenced by their groups while purchasing Fashion Items.
Perception • Perception is the process by which people select, organize, and interpret information. • Perception Includes: • Selective attention • Consumers screen out information, • Rs. 5 Discount Vs. Price Rs 295 for a product worth 300 • Wai Wai at at 3PM • Selective distortion • People interpret to support beliefs • Helps fight distorted information, case insect in coke • Selective retention • People retain points to support attitudes • Positive attributes of strong brands are retained.
Perception • How many ads were you exposed to today? • Which ones do you remember? Why?
Buying Decision Process • Need Recognition • Needs can be triggered by: • Internal stimuli • Normal needs become strong enough to drive behavior • External stimuli • Advertisements • Friends of friends
Buyer Decision Process • Information Search • Consumers exhibit heightened attention or actively search for information. • Sources of information: • Personal • Commercial • Public • Experiential • Word-of-mouth • Search Dynamics
Buyer Decision Process • Evaluation of Alternatives • Hotel: Location, Hygiene, Price • Evaluation procedure depends on the consumer and the buying situation. • Most buyers evaluate multiple attributes, each of which is weighted differently. • Depends on Beliefs and Attitudes • At the end of the evaluation stage, purchase intentions are formed.
Beliefs and Attitudes • Belief • a descriptive thought about a brand or service • may be based on real knowledge, opinion, or faith • Attitude • describes a person’s evaluations, feelings and tendencies toward an object or idea • They are difficult to change
Buyer Decision Process • Purchase Decision • Governed by attitude of others. • How strong is your motivation to encounter negative attitudes. • Situational factors and risks • Post Purchase Behavior • Satisfaction, Delight • Cognitive Dissonance • Post purchase action