marketing lecture 4 (consumer) Flashcards
customer behavior
the actions that a person takes in buying and using products and services, including the mental and social processes that comes before and after these actions
purchase decision making process (5 stages of purchases decision)
- problem recognition : perceiving a need
- information search : seeking value
- alternative evaluation : assessing value
- purchase decision : buying value
- postpurchase behavior : realizing value
problem recognition
- marketing can help consumers realize that they have an imbalance between the consumers ideal situation and the consumers actual situation
- marketers can help customers realize they have a need and then make it as a want
information search
internal information : recall information from memory
external information : search information from outside environment
3 information source :
1. personal source : family, friends, networking websites
2. public sources : product-rating organizations, government agencies
3. marketer-dominated source : advertising, salesperson, company website, point-of-purchase display in store
alternative evaluation
- how the customers process information to arrive at brand choices
- creating criteria for purchases
- yielding brands that meet the criteria
- developing value perception
purchase decision
you decide the purchase by
- deciding whom to buy from
- decide when to buy
- or not to buy the product at all
situation influences (purchase decision)
purchase situations that can affect the pruchase decision process :
1. purchased task : the reason on engaging on this purchase decision : own use or gift
2. social surrounding : others that are present during purchase decision process
3. temporal effects : time of day or time availability
4. antecedent state : customer’s mood or availability of money
5. physical surrounding : store music, walls, etc
postpurchase behavior
- evaluation process of the product after the purchase
- compares it with their expectations and is either satisfied or dissatisfied
- if theyre dissatisfied, marketers should determine if the product is deficient or customers’ expectations were too high
cognitive dissonance
the feeling of post purchase anxiety or tension that the customers may feel when faced with 2 or more high alternatives. it is the marketers’ job to comfort the customers that they have made the right decision by :
- advertisement that shows the product’s superiority over competitor products
- guarantees (e.g. full refund)
- follow-ups (customer care)
high involvement purchase (consumer involvement)
usually the product sold has one of these characteristics :
- expensive
- can have serious consequences
- can reflect on one’s social image
3 problem solving variants
based on consumer involvement and product knowledge :
1. extended problem solving : many many many many considerable
2. limited problem solving : several, several, moderate, few, little
3. routine problem solving : one, few, one, none, minimal
based on :
1. products examined
2. number of sellers considered
3. product attributes evaluated
4. external information searched
5. time spent
high involvement charcteristics
- more use of internet search engines
- use comparative advertisement to focus on existing products’ attributes and introduce novel evaluative criteria for judging competing brands
- more use of personal selling
e.g. macbook
low involvement characteristics
- use repetitive advertising messages
- avoid stockout situation
- use free samples and coupons
psychological factors on buying a product
- motivation
- personality
- perception
- learning
- attitude and beliefs
- consumer lifestyle
motivation (psychological factor)
- motivation comes from a need, when a need is fulfilled it is no longer a motivator, a higher-level need (less important) becomes the motivator. higher level needs demand support for lower level needs
maslow’s hierarchy of needs :
1. self-actualized needs : for yourself(travel)
2. personal needs : for social status (car)
3. social needs : sense of belonging friends family (clothes)
4. safety needs : personal safety and financial safety (alarm)
5. physiological safety : oxygen, water
personality (psychological factor)
refers to a persons’ consistent behavior/responses towards recurring situations
- key traits of a personailty –> a person’s behavior in their relationship with other –> assertive, dominance, compliance, extraversion
- personality characteristics can be shown on a person’s self concept –> how other people see them (actual self-concept) and how they belive other people see them (ideal self-concept)
actual and ideal self-concept can be seen on the products a person buys
1. a person’s possession on products/brands reflects their self identities
2. a person would usually buy products that can improve their self-image
perception (psychological factors)
the process in which an individual selects, organize, and interprets information to create a meaningful picture of the world
2 types of perception
- seletive perception –> filtered by exposure, comprehension, or retention
a. selective exposure –> only pay attention to information that is aligned with the customer’s beliefs/ignore the ones that doesnt
b. selective comprehension –> interprets the information that is aligned with their beliefs
c. selective retention –> forgets about all the information that they hear, see, or read, after a few minutes - perceived risk (before purchase) –> the feeling of anxiety because they cant anticipate the outcome of a purchase but feels like there may be negative consequences
learning (psychological factors)
- behavior that comes from repeated experience and reasoning
- behavioral learning –> a process of developing an automatic response to a situation built up by repeated exposure
- cognitive learning –> consumers’ way of learning through thinking, reasoning, and mental problem solving without direct experience –> they do it by connecting between two or more ideas or observing the outcomes of others’ behaviors and adjusting to their own accordingly
application of behavioral learning
- stimuli generalisation –> when a response elicited by a stimuli is generalised to another stimuli (we know that starbucks’ coffee is good, so we generelised that all starbucks products are good)
- stimuli discrimination –> a person’s ability to differentiate a stimuli (when we drink cola without the bottle, we know that it is not pepsi, but cola)
benefits of consumer learning
brand loyalty –> favorable attitude from consumers and consistent purchase of a single brand over time, which is a result of positive reinforcement of previous actions
beliefs and attitudes (psychological factor)
belief –> a subjective perception on how a brand or product performs on different attributes based on personal experience, advertising, or talking with other people
attitude –> a learned predisposition towards an object or a class of objects in a consistently favorable or unfavorable way –> shaped by our values of beliefs, which are learned
how to change consumers attitudes
- change belief about the extent to which a brand has certain attributes
- change the perceived importants of attributes
- add new product attributes to the product
consumer lifestyle
- a mode of living identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them
- people with different lifestyles receives and process information differently and has unique media preferences
sociocultural factors
- personal influence
- reference groups
- social class influence
- family influence
personal influence (sociocultural factors)
- a consumers’ purchase is usually influenced by the views, opinion, or behavior of others
2 types : - personal : someone that is viewed as trustworthy (friends family)
- opinion leader : a person with special skills, knowledge, personality, or other characteristics, that exerts direct or indirect social influence over others
reference groups
- a group of people whom a person looks as a basis for self-appraisal or a source of personal standards
1. associative group –> where we actually belong in
2. aspirational group –> a group we want to belong in/identify with
3. dissasociative group –> a group of people we dont want to be like because of difference of value or behavior
4. brand community –> e.g. harley owners group
social class influence
a person’s occupation, source of income, and education determines their social class
- social class –> permanent and homogenous divisions in a society where people with similar interests, views, and behaviors are grouped into one
- 3 social class –> upper, middle, lower
family influence
- consumer socialization –> people acquire the skills, knowledge, and attitude necessary to function as a consumer
- family life cycle –> people act and puchase differently as they go through life
- familt decision making
2 types of decision making styles :
- spouse-dominant decision
- joint decision
family member roles :
- the information gatherer
- the influencer
- the decision maker
- the purchaser
- the user - culture and subculture influences
