Consumer buyer behavior
The buying behavior of final consumers�individuals and households that buy goods and services for personal consumption.
Consumer market
All the individuals and households who buy or acquire goods and services for personal consumption.
Culture
The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.
Subculture
A group of people with shared value systems based on common life experiences and situations.
Social class
Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors.
Group
Two or more people who interact to accomplish individual or mutual goals.
Opinion leader
Person within a reference group who, because of special skills, knowledge, personality or other characteristics, exerts social influence on others.
Online social networks
Online social communities�blogs, social networking sites, or even virtual worlds�where people socialize or exchange information and opinions.
Lifestyle
A person's pattern of living as expressed in his or her activities, interests, and opinions.
Personality
The unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment.
Brand personality
The specific mix of human traits that may be attributed to a particular brand.
Motive (drive)
A need that is sufficiently pressing to direct the person to seek satisfaction of the need.
Perception
The process by which people select, organize, and interpret information to form a meaningful picture of the world.
Learning
Changes in an individual's behavior arising from experience.
Belief
A descriptive thought that a person holds about something.
Attitude
A person's consistently favorable or unfavorable evaluation, feelings, and tendencies toward an object or idea.
Complex buying behavior
Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.
Dissonance-reducing buying behavior
Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands.
Cultures
Our human environment;
tells what to do and what not to do;
gives norms and consequences;
learned;
value laden and subjective;
Subcultures in the US
Salad bowl" or ethnic pluralism;
Ethnic (Hispanic: 15% and growing; language errors/blunders; larger family; differences in nationalities);
Age (baby boomers, target age group);
Religion (Mormon ads);
Geographic Area (target local market; Broncos ads in
Social Class
In the US:
Upper Upper (1%, inherited wealth, 3 generations),
Lower Upper (earned wealth, 1/3 change over each year),
Upper Middle (prestigious occupations),
Middle Middle (not manual labor),
Lower Middle (blue collar, manual labor),
Upper Lower (hourly,
Social Factors
Groups:
Reference groups (any organization, friends, discuss products together, tend to synchronize likes/dislikes),
Opinion leadership (expert within group, can change depending on topic);
Word-of-mouth;
Family (privately consumed products are influenced
Personal Factors
Family life-cycle;
Occupation;
Economic Situation;
Personality and Self-concept (difficult to measure, often lumped in with life-style);
Life-style (psychographic)
VALS
Survivors (lower lower; cautious);
Makers (self-sufficient, practical, tried & true);
Experiencers (risk takers, action oriented, cool/trendy);
Strivers (achievements, want to be "achiever", status oriented);
Achievers (duty, structure, money);
Believers
VALS short comings
individual;
not predictive of small item purchases
Psychological Factors
Motivation (Freud, Maslow );
Perception:
Selective attention,
Selective distortion,
Selective retention,
Subliminal perception
Psychological Factors: Motivation
Freud (not conscious of motives)
Maslow (hierarchy of needs)
Psychological Factors: Perception
marketers must overcome consumer perceptions;
Selective attention (only remember what is important to individual),
Selective distortion (get side tracked by personal issues/opinions),
Selective retention (forget what ad was about, only remember the funny
Learning
must see things at least 3 times;
too much repetition can be bad (use variation);
after image: residual image left by bright light
Values
Beliefs - facts, what you know about the product, Easy to change;
Attitudes -- value judgments, how you think about the product, Difficult to change: start by changing specific facts, move to broader generalizations.
Consumer purchase decision process
Problem recognition (what triggers the need);
Information search (internal, external);
Evaluation of alternatives (compare facts with needs/wants);
Purchase decision (can change at the last minute);
Postpurchase behavior (rationalizing attitudes with acti
Euroconsumer emerging?
European TV (consolidating products offered across countries);
Young generation (don't have to change attitudes about new products);
Prestige / Industrial products (usually same across countries);
Advertising Styles (very different);
Inter-market segments
Maslow's Hierarchy
Self actualization (accomplishment, freedom) ;
Esteem needs (recognition, status);
Social needs (belonging, love);
Safety needs (security, protection);
Physiological needs (hunger, thirst)
Maslow's Hierarchy Example
Makes Anything Possible" (Craftsman Tools) ;
100% Prestige, 100% Performance (Tag Heuer);
"Drivers Wanted" (Volkswagen);
"You're in Good Hands" (Allstate);
"Eat Great, Even Late" (Wendy's)