Gilbert A. Churchill, Jr. J. Paul Peter Chapter 6 Consumer Behavior Marketing

Consumer Behavior “The thoughts, feelings, and actions of consumers and the influences on them that determine changes.” “The activities people engage in when selecting, seeking, purchasing, using, and disposing goods and services so as to satisfy needs and wants.” Slide 6-1

A Model of Consumer Buying Process Figure 6.1 Slide 6-2 Postpurchase Evaluation Need/problem Recognition Information Search Alternative Evaluation Purchase Decision Consumer Buying Process Situational Influences Social Influences Marketing Influences

Figure 6.2 Slide 6-3 Maslow’s Hierarchy of Needs Vacations, College Courses Charitable Organizations Auxiliary Needs: Friendship and Belonging Esteem Needs: Status, Respect, Self-esteem Prestige Brands Club Memberships Greeting Cards Locks, Insurance Flour, Green Beans, Water Supply Safety Needs: Physical and Financial Security Physiological Needs: Food, Water, Rest, Sex, Air Self-Actualization Needs: Self-Fulfillment NeedsProducts

Slide 6-4 Information Search Internal Information Sources Group MarketingPublic Experiential

Slide 6-5 Alternative Evaluation Attitudes Alternative Evaluation Subjective Criteria Objective Criteria “Four Wheel Drive” “Ability to Tow 10,000 lbs” “Compact Disc Player” “Seats Seven” “Sporty Image” “Popular” “Great Stereo” “Rugged Image”

Slide 6-6 Purchase Decision Alternative Evaluation Purchase Decision Purchase Later Not Purchase Purchase Now

Slide 6-7 Postpurchase Evaluation Figure 6.4 Dissatisfaction Low Value Need Recognition Information Search, etc. Satisfaction High Value Loyalty Long Term Relationship How Value Perceptions Can Influence Postpurchase Behavior

Types of Consumer Buying Decisions Less Involvement More Involvement Routine (automatic) Decision Making (milk, toothpaste) (50%) Routine (automatic) Decision Making (milk, toothpaste) (50%) Limited Decision Making (different candy) (38%) Limited Decision Making (different candy) (38%) Extensive Decision Making (home, car) (12%) Extensive Decision Making (home, car) (12%) Slide 6-8

Slide 6-9 Characteristics of Three Types of Consumer Decision Making Table 6.1 Types of Decision Routine Consumer Involvement In Purchase Limited Extensive One of a few brands, sellers and product characteristics evaluated Characteristics of Consideration Set Information Sources Consulted Consumer Involvement In Purchase Several brands, sellers and product characteristics evaluated Many brands, sellers and product characteristics evaluated Low Moderate High Internal sources used Internal and some external sources Internal and many external sources As little as possible Some time invested Much time invested

Slide 6-10 Influences on Consumer Behavior: Social Influences Figure 6.5 Social Influences CultureSubcultureSocial ClassReference GroupsFamily Marketing Influences ProductPricePlacementPromotion Situational Influences Physical SurroundingsSocial SurroundingTimeTaskMomentary Conditions Consumer Buying Process

Reference Groups Nonaspirational Leather-jacket bikers Aspirational Chicago Bulls Secondary clubs, professional associations Primary family, friends, neighbors Direct Indirect Reference Groups (influence behavior) Slide 6-11

The Family Life Cycle Middle-aged divorced without children Young divorced without children Young single* Young married without children* Middle-aged married without children Young married with children* Young divorced with children Middle-aged married with children* Middle-aged divorced with children Middle-aged married without dependent children Middle-aged divorced without dependent children Older married* Older unmarried* Usual flow Recycled flow Traditional flow * series of life stages defined by a combination of age, marital status, children Slide 6-12

Slide 6-13 Influences on Consumer Behavior: Marketing Influences Figure 6.5 Social Influences CultureSubcultureSocial ClassReference GroupsFamily Marketing Influences ProductPricePlacementPromotion Situational Influences Physical SurroundingsSocial SurroundingTimeTaskMomentary Conditions Consumer Buying Process

Slide 6-14 Influences on Consumer Behavior: Situational Influences Figure 6.5 Social Influences CultureSubcultureSocial ClassReference GroupsFamily Marketing Influences ProductPricePlacementPromotion Situational Influences Physical SurroundingsSocial SurroundingTimeTaskMomentary Conditions Consumer Buying Process