Consumer Behavior
LEARNING RESOURCES
REVIEW TOPICS:
1.BUYING BEHAVIOR: CONSUMER MARKETS
a.Consumer buyer behavior in the consumer market (defined)
i.“Stimulus – black box – response” model
ii.Consumer Purchase Decision Process
1.Influences
a.Psychological variables
b.Social influences
c.Purchase situation
2.needs motivation
3.Problem solving
a.Routine problem solving
b.Extensive problem solving
i.Economic needs
ii.Search for information
iii.Evaluate alternatives and decide on solution
iv.Postpone or purchase
v.Post-purchase evaluation
b.Stimuli
i.4 P’s of marketing
ii.Culture
1.basic values, perceptions, wants, behaviors learned from family or institutions
a.American values
i.Achievement & success
ii.Activity & involvement
iii.Efficiency & practicality
iv.Progress
v.Material comfort
vi.Individualism
vii.Freedom
viii.Humanitarianism
ix.Youthfulness
x.Fitness & health
xi.recognizing cultural shifts
iii.Subculture
1.group of people with shared value systems based on common life experiences
a.Examples
i.Hispanic market
ii.African American consumers
iii.Asian American consumers
iv.Homosexual consumers
v.Mature consumers
iv.Social class
1.upper upper
2.lower uppers
3.upper middles
4.middle class
5.working class
6.upper lowers
7.lower lowers
v.Social Factors
1.groups
a.types
i.membership groups
ii.reference groups
iii.aspirational group
b.opinion leaders
2.Family
a.husband, wife, children (“back-seat consumers”)
3.Roles & Status
vi.Personal factors
1.Age and life-cycle stage
2.Occupation
3.economic situation
4.lifestyle
a. AIO dimensions
i.Activities
ii.Interests
iii.Opinions
b.Lifestyle classifications
i.VALS typology
1.dimensions
a.self-orientation
i.principle-oriented consumers
ii.status-oriented consumers
iii.action-oriented consumers
b.resources
i.abundant
ii.minimal
iii.actualizers / strugglers
5.Personality & Self Concept
vii.Psychological Factors
1.Motivation
a.biological
b.psychological
c.Maslow’s hierarchy of needs
2.Perception
a.Selective attention
b.Selective distortion
c.Selective retention
d.Subliminal advertising
3.Learning
a.Drives
b.Stimuli
c.Cues
d.Responses
e.Reinforcement
4.Beliefs & attitudes
c.The buyer decision-making process
i.Need recognition
1.internal stimuli
2.external stimuli
ii.Information search
1.personal sources
2.commercial sources
3.public sources
4.experiential sources
iii.Evaluation of alternatives
iv.Purchase decision
1.affected by
a.attitudes of others
b.unexpected situational factors
v.Post-purchase behavior
1.cognitive dissonance
a.consumer’s expectations
b.perceived performance
2.customer complaints are important sources of marketing information
d.The buyer decision process for new products
i.Stages of adoption
1.Awareness
2.Interest
3.Evaluation
4.Trial
5.Adoption
ii.Differences in innovativeness
1.innovators
2.early adopters
3.early majority
4.late majority
5.laggards
iii.Influence of product characteristics
1.relative advantage
2.compatibility
3.complexity
4.divisibility
5.communicability
1.BUYING BEHAVIOR: CONSUMER MARKETS
a.Consumer buyer behavior in the consumer market (defined)
i.“Stimulus – black box – response” model
ii.Consumer Purchase Decision Process
1.Influences
a.Psychological variables
b.Social influences
c.Purchase situation
2.needs motivation
3.Problem solving
a.Routine problem solving
b.Extensive problem solving
i.Economic needs
ii.Search for information
iii.Evaluate alternatives and decide on solution
iv.Postpone or purchase
v.Post-purchase evaluation
b.Stimuli
i.4 P’s of marketing
ii.Culture
1.basic values, perceptions, wants, behaviors learned from family or institutions
a.American values
i.Achievement & success
ii.Activity & involvement
iii.Efficiency & practicality
iv.Progress
v.Material comfort
vi.Individualism
vii.Freedom
viii.Humanitarianism
ix.Youthfulness
x.Fitness & health
xi.recognizing cultural shifts
iii.Subculture
1.group of people with shared value systems based on common life experiences
a.Examples
i.Hispanic market
ii.African American consumers
iii.Asian American consumers
iv.Homosexual consumers
v.Mature consumers
iv.Social class
1.upper upper
2.lower uppers
3.upper middles
4.middle class
5.working class
6.upper lowers
7.lower lowers
v.Social Factors
1.groups
a.types
i.membership groups
ii.reference groups
iii.aspirational group
b.opinion leaders
2.Family
a.husband, wife, children (“back-seat consumers”)
3.Roles & Status
vi.Personal factors
1.Age and life-cycle stage
2.Occupation
3.economic situation
4.lifestyle
a. AIO dimensions
i.Activities
ii.Interests
iii.Opinions
b.Lifestyle classifications
i.VALS typology
1.dimensions
a.self-orientation
i.principle-oriented consumers
ii.status-oriented consumers
iii.action-oriented consumers
b.resources
i.abundant
ii.minimal
iii.actualizers / strugglers
5.Personality & Self Concept
vii.Psychological Factors
1.Motivation
a.biological
b.psychological
c.Maslow’s hierarchy of needs
2.Perception
a.Selective attention
b.Selective distortion
c.Selective retention
d.Subliminal advertising
3.Learning
a.Drives
b.Stimuli
c.Cues
d.Responses
e.Reinforcement
4.Beliefs & attitudes
c.The buyer decision-making process
i.Need recognition
1.internal stimuli
2.external stimuli
ii.Information search
1.personal sources
2.commercial sources
3.public sources
4.experiential sources
iii.Evaluation of alternatives
iv.Purchase decision
1.affected by
a.attitudes of others
b.unexpected situational factors
v.Post-purchase behavior
1.cognitive dissonance
a.consumer’s expectations
b.perceived performance
2.customer complaints are important sources of marketing information
d.The buyer decision process for new products
i.Stages of adoption
1.Awareness
2.Interest
3.Evaluation
4.Trial
5.Adoption
ii.Differences in innovativeness
1.innovators
2.early adopters
3.early majority
4.late majority
5.laggards
iii.Influence of product characteristics
1.relative advantage
2.compatibility
3.complexity
4.divisibility
5.communicability