Session 7 Consumer Behavior I

Question 1

Understanding Consumers

Answer 1

 Easier to observe behavior than to understand why.
 Consumer thought processes are unobservable.
 Often, consumers donʼt know why they act the way they do.

Question 2

Model of Consumer Behavior

Answer 2

graph at beginning (buyers black box)

Question 3

Influences of Consumer Behavior (4)

Answer 3

1. Marketing Mix Influences
   - 4’s Influences
2. Sociocultural Influences
   - family, social class, culture, personal influence
   ie. aspirational brand appeal
3. Situational Influences
   - social + physical surroundings, temporal effects, purchase task
   ie. buy PC’s after 2pm
4. Psychological Influences
   - motivation, personality, perceptions, lifestyle, values and benefits
   ie. SUV’s have perceived value and benefit of safety

All play into Consumer purchase decision process

Question 4

Consumer Purchase Decision Process (DRAW OUT)

Answer 4

1. Problem recognition
   - perceiving a need big enough to trigger decision
2. Information search
   - seek value-
   internal + external search
3. Alternative evaluation
   - assessing value
4. Purchase decision
   - buying value
   (use Fishbeinʼs Multiattribute Model or consumer value map)
5. Post purchase behavior
   Value in consumption or use
   (cognitive dissonance)

Question 5

Freuds view of Needs and Motives

Answer 5

 Individuals not conscious of their needs/motives

 Driven by their unconscious

Question 6

Maslowʼs Hierarchy of Needs (DRAW GRAPH)

Answer 6

 People are motivated to satisfy a need only after more basic needs are satisfied.

From Most important to least important needs:

1. Physiological needs- food
2. Safety needs- financial security
3. Social needs- love, belonging
4. Personal needs- status, respect
5. Self actualization needs- self fulfillment

Question 7

Read chapter 5 from text

Answer 7

!!!

Question 8

Situational Influences

Answer 8

1. Purchase task-
   
   • reason for engaging in decision
2. social surroundings
   
   • other peeps present when purchase is made
     Ex. ppl shopping with kids buy 40% more
3. physical surroundings-
   
   • actual look of purchase environment
     Ex. Decor, music, crowdedness
4. temporal effect-
   
   • time of day
     Ex. people buy PCs after 2pm
5. Antecedent State-
   
   • mood of consumer or amount of cash in hand

Question 9

Psychological Influences

Answer 9

1. Motivation and personality
   
   • stimulates behavior to satisfy a need/ consistent behavior of particular consumer
2. Perception
   
   • cadillac- one person sees it as mark of achievement another perceives as ostentatious
   • affects info internal/external information search stage of purchase decision process
3. Learning
   
   • behavioral and cognitive
4. Values beliefs attitude
5. Lifestyle

Example: SUV perceived as SAFE, but not actually safer

VALS - identifies eight consumer segments based on their primary motivations
3 primary motivations (ideals, achievement, self-expression)

Question 10

Fishbeins Multiattribute Model

Answer 10

importance of each attribute in relation to perception that your brand possesses that attribute

Question 11

VALs system

Answer 11

VALS - identifies eight consumer segments based on their primary motivations
3 primary motivations (ideals, achievement, self-expression)

Question 12

Sociocultural Influences

Answer 12

1. personal influences
   - word of mouth
2. reference group
3. family influence
4. social class
5. culture
6. subculture

ie. aspirational brand appeal