1. Copyright © 2007 Pearson Education Canada
Consumer Behaviour
“The behaviour of individuals in obtaining goods and services, including the decision processes that precede and determine the purchase.”
What makes the consumer tick?
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2. Purchase Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Evaluation
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3. Copyright © 2007 Pearson Education Canada
Purchase Decisions
Routine
Do not involve much time and money.
More expensive and time consuming to evaluate alternatives.
Limited
Capital investment; much time and effort to evaluate options.
Complex
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4. Post-Purchase Evaluation
Second thoughts often follow a complex buying decision.
The unsettled state of mind experienced by an individual after a decision has been made is called cognitive dissonance.
Did I make the right decision?
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5. Influences on Consumer Behaviour
Psychological
Marketing
Personal
Consumer
Social
Company
(Image)
Cultural
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6. Needs and Motivation Theory
Absence of something useful
Condition prompting action to satisfy a need
Motive
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7. Copyright © 2007 Pearson Education Canada
Hierarchy of Needs
Self-Actualization
Esteem
Social
Safety
Physiological
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8. Personality and Self-Concept
Personality refers to a person’s distinguishing psychological characteristics.
Real
Self
Self-
Image
Looking-
Glass Self
Ideal
Self
The self has four components.
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9. Copyright © 2007 Pearson Education Canada
Attitudes
“An individual’s feelings, favourable or unfavourable, toward an idea or object.”
Gaining acceptance is easier if the product idea “fits” with the attitudes of the target audience.
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Perception
Individuals receive and interpret messages differently. Consumers are selective about the messages they receive.
Selective Exposure
Selective Perception
Selective Retention
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Lifestyle
“A person’s pattern of living as expressed in his or her activities, interests, opinions, and values.”
Joiner Activists
Passive Malcontents
Disinterested Outsiders
Tie-Dyed Greys
Protective Providers
Up and comers
Les “Petite Vie”
Mavericks
Contented Traditionalists
See Figure 4.7 in the text for details of lifestyle segments.
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12. Age and Life Cycle
Tastes and preferences change as we age and pass through life cycle stages.
Traditional Transition
Non-traditional family formations are now more common and they pose new challenges for marketers.
Single
Married; no children
Married: with children
Married; older children
Married; empty nest
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13. Technological Influences
Canadians are a “connected” society.
Technology provides convenience to time-pressed individuals.
Electronic banking is growing rapidly.
E-commerce becoming more popular.
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14. Conservative Marketing
Economic Influences
Recession
Recovery/Prosperity
Save
Trade Down
Postpone
Economize
Make do
Spend
Trade up
Buy now
Borrow
Improve
Conservative Marketing
Aggressive Marketing
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15. Reference Group Influence
“A group of people with common interest that influences its members’ attitudes and behaviour.
Reference groups (peers) are quite a strong influence among young people.
RBK – Hip Hop – Cool!
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Family Influence
Changing roles of adults necessitate double targeting and unique marketing strategies.
Children influence family decisions to the tune of $20 billion a year in Canada.
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Cultural Influences
Learned behaviour influences one’s values.
Culture
Youth
Sub-Cultures
Ethnic
Sub-Cultures
Sub-cultures have distinctive behaviour
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18. Changing Values 70s and 80s 90s and 00s Environmentally Unaware
Trusting
Indulgent
Optimistic
Image Driven
Conspicuous Consumption
Brand Loyal
Traditional Marriage
Socially Responsible
Skeptical
Health and Wellness
Pessimistic
Value Driven
Strategic Consumption
Brand Disloyal
Non-traditional Marriage
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Regional Influences
Location and culture have an influence on attitudes and values. Canada is a diverse country.
Identify common and unique characteristics in regions.
National strategies don’t always work.
Implement regional strategies if profitable.
Atlantic
Quebec
Ontario
Prairies
B.C.
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