1. Chapter 8 Introduction to Behavior Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. 8-2 What is Overt Consumer Behavior?  Overt consumer behavior refers to the observable and measurable responses or actions of consumers.  Distinct from affect and cognition because it is external and can be observed directly.  Problems studying overt consumer behavior:  Determining the appropriate level of analysis.  Deciding whether individual consumers or the entire world market is the appropriate level.  Linkages between overt behavior and affect and cognition are not well developed at a theoretical level.

3. 8-3 The Importance of Overt Consumer Behavior  In many cases influencing affect and cognition may lead to overt behavior, but this linkage often does not hold.  Behavior precedes and causes affect and cognition in some cases.  Most marketing strategies cannot succeed without influencing overt consumer behavior.

4. 8-4 Exhibit 8.1 - Traditional Models of the Adoption/Purchase Process

5. 8-5 Exhibit 8.2 - A Common Behavior Sequence for a Retail Store Consumer Goods Purchase

6. 8-6 A Model of Overt Consumer Behavior  Consumer behavior sequence model qualifications:  Consumers commonly perform many other combinations of behavior.  The model is intended to illustrate only one type of behavior sequence for retail purchases.  The time it takes for a consumer to perform the behaviors depends on a variety of factors.

7. 8-7 A Model of Overt Consumer Behavior (cont.)  Members of the channel of distribution usually vary in their emphasis on encouraging particular behaviors.  Although the consumer behavior model exhibits logical and useful categories of behavior, other labels or breakdowns could also be useful.

8. 8-8 Information Contact  Information contact occurs when consumers come into contact with information, either intentionally or accidentally.  Marketers seek to provide consumers with information.  Consumers search for information about products, brands, stores, and prices.

9. 8-9 Exhibit 8.3 - Factors Affecting Information Search by Consumers

10. 8-10 Exhibit 8.4 - A Comparison of Information Sources

11. 8-11 Funds Access  Primary marketing issues:  Methods used by consumers to pay for particular purchases.  Marketing strategies to increase the probability that consumers can access funds for purchase.  Another issue is the effort the consumer exerts to obtain the actual funds that are spent.

12. 8-12 Store Contact  Includes:  Locating the outlet  Traveling to the outlet  Entering the outlet  Nature of consumers in their roles as shoppers affects the probability of store contact.

13. 8-13 Product Contact  Push strategies enhance retailers’ selling efforts.  Pull strategies encourage the consumer to purchase the manufacturer’s brand.  Three behaviors usually necessary for a purchase to occur:  Locate the product or brand in the store.  Physically obtain the product or brand.  Take the product or brand to the point of exchange.

14. 8-14 Transaction  Consumers’ funds are exchanged for products and services in transactions.  Positive consequences are critical elements in obtaining transactions.

15. 8-15 Consumption and Disposition  Consumption and use are not simple behaviors to delineate because of the vast differences in the natures of various products and services.  Regardless of the type of product, however, a primary marketing concern is increasing the probability of repurchase.

16. 8-16 Communication  Marketers want consumers to communicate with two basic audiences:  Provide the company with marketing information.  Tell other potential consumers about the product and encourage them to purchase it.

17. 8-17 Communication (cont.)  From consumers to marketers  Marketers want at least three types of information from consumers:  Information about the consumer  Names of other potential buyers  Information about defective products  From consumers to consumers  A product that is effective and performs well may encourage this behavior.

18. 8-18 Marketing Implications  Marketing managers need to:  Consider carefully precisely behaviors necessary for consumers to purchase, and use particular products and brands.  Have clear implications for offering products in appropriate outlets.  Marketing strategies and tactics are designed to alter overt consumer behavior by changing one or more aspects of the environment.

19. 8-19 Summary  The topic of overt consumer behavior and its importance to marketing was discussed.  A sequential model of overt consumer behavior was developed for use in analyzing and increasing responses.  The seven behaviors listed in the model were discussed.