1. Chapter 8 Analyzing Consumer Behaviors

2. A common behavior sequence for a retail consumer-goods purchase Consumption Stage Type of Behavior Information contact Funds access Store contact Product contact Purchase transaction Consumption Communication Pre-purchase Purchase Post-purchase

3. Factors affecting information search by consumers Influencing Factor Increasing the Influencing Factor Causes Search to: Market characteristics Number of alternatives Increase Price range Increase Store concentration Increase Information availability Increase Advertising Point-of-purchase Sales personnel Packaging Experienced consumers Independent sources

4. Product characteristics PriceIncrease DifferentiationIncrease Positive productsIncrease Factors affecting information search by consumers Influencing Factor Increasing the Influencing Factor Causes Search to: Factor Causes Search to: Product characteristics Price Increase Differentiation Increase Positive products Increase

5. Factors affecting information search by consumers Influencing Factor Increasing the Influencing Factor Causes Search to: Consumer characteristics Learning and experienceDecrease Shopping orientationMixed Social statusIncrease Age, gender, and household life cycleMixed Perceived riskIncrease

6. Situational characteristics Time availabilityIncrease Purchase for selfDecrease Pleasant surroundingsIncrease Social surroundingsMixed Physical/mental energyIncrease Factors affecting information search by consumers Influencing Factor Increasing the Influencing Factor Causes Search to: Factor Causes Search to: Situational characteristics Time availability Increase Purchase for self Decrease Pleasant surroundings Increase Social surroundings Mixed Physical/mental energyIncrease

7. A comparison of information sources Source Effort Believability Internal (stored experiences in memory)LowHigh Personal (friends, relatives)LowHigh Marketing (advertising)LowLow Public (Consumer Reports, other studies)HighHigh Experiential (examining or testing product)HighHigh

8. Examples of methods used to measure consumption behaviors Type of behavior Measurement Store contact Product contact Purchase transaction Consumption Communication Day-after recall scores Loan applications “Laboratory” store studies Inventory analysis Monitor cash register tapes In-home inventory and use research Diffusion research Information Contact Funds Access

9. A model for managing consumer behavior Acceptable behavior change? Measure behavior change Develop and apply behavior change strategy Analyze contingencies Identify problem behavior Maintain behavior No

10. Primary relationships between consumer behaviors and marketing mix elements Consumer Product Price Promotion Place Behaviors Information contact X Funds accessX Store contactX Product contactXX Purchase transactionXXXX ConsumptionX CommunicationXXXX Elements Elements