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behavior
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Customer vs. Consumer Behavior
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Interpersonal Determinants of
Consumer Behavior
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Cultural Influences
Culture: values, beliefs, preferences, and
tastes handed down from one generation to
the next
It is important to recognize the concept of
ethnocentrism, or the tendency to view
your own culture as the norm, as it relates
to consumer behavior.
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Core Values in the Culture
While some cultural values change over
time, basic core values do not
Examples of core values include:
Importance of family and home life
Education
Youthfulness
Individualism
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International Perspective on Cultural Influences
Cultural differences are particularly important for
international marketers
Successful strategies in one country often cannot
extend to other international markets because of
cultural variations
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Subcultures: subgroup of culture with its
own, distinct modes of behavior
Cultures are not homogeneous entities with
universal values.
Subcultures can differ by:
Ethnicity or Nationality
Age or Gender
Religion
Social class or Profession
Ethnic and Racial Minorities as a
Percentage of the Total Population
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83% Hindu
12% Muslims
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Social Influences
Group membership influences an individual’s
purchase decisions and behavior in both
overt and subtle ways.
Norms: are the values, attitudes, and
behaviors that a group deems appropriate
for its members
Status: is the relative position of any
individual member in a group
Roles define behavior that members of a
group expect of individuals who hold
specific positions within the group
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The Asch Phenomenon: the effect of a
reference group on individual decision-making
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Social classes: groups whose rankings are
determined by occupation, income,
education, family background, and residence
location
W. Lloyd Warner identified
six classes:
1. Upper-upper
2. Lower-upper
3. Upper-middle
4. Lower-middle
5. Working class
6. Lower class
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Opinion leaders:
trendsetters who
purchase new
products before
others in a group
and then
influence others
in their purchases
Figure :
Alternative
Channels for
Communications
Flow
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Family Influences
Autonomic role is when the partners
independently make equal numbers of
decisions.
Husband-dominant role is when the
husband makes most of the decisions.
Wife-dominant role is when the wife makes
most of the decisions.
Syncratic role is when both partners jointly
make most decisions.
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Children and Teenagers in Family
Purchases
Growing numbers are assuming
responsibility for family shopping
They also influence what parents buy
They represent sizeable consumers in
their own right
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Personal Determinants of
Consumer Behavior
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Needs and Motives
Need: an imbalance between a consumer’s
actual and desired states
Motives: inner states that direct a person
toward the goal of satisfying a felt need
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Maslow’s Hierarchy of Needs
Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
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Physiological Needs
Products Vitamins, herbal supplements, medicines, food, exercise equipment,
fitness clubs
Safety Needs
Products Cars and car accessories, burglar alarm systems, retirement
investments, insurance, medicines
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Belongingness
Products Beauty aids, entertainment, clothing, cars
Marketing Old Spice —”The Mark of a Man”
themes TJ Maxx clothing store—”You should go”
Esteem Needs
Product Clothing, cars, jewelry, hobbies, beauty spa services
Marketing ? Automobiles— Count on us”
themes Van Cleef & Arpels—“The pleasure of perfection.”
? - Be More
kitchen appliances—“The sign of a great cook.”
Self-Actualization
Products Education, cultural events, sports, hobbies, luxury goods, technology,
travel
Marketing Nike – Just Do it
themes IES
Dodge cars and trucks—”Grab life by the horns”
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Perceptions: the meaning that a person
attributes to incoming stimuli gathered
through the five senses – sight, hearing,
touch, taste, and smell.
Perceptual screens: the filtering
processes through which all inputs must
pass
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Subliminal Perception: subconscious receipt
of information
Almost 50 years ago, a movie theater tried to
boost concession sales by flashing the words
Eat Popcorn and Drink Coca-Cola.
Subliminal advertising is aimed at the
subconscious level of awareness.
Subliminal advertising has been universally
condemned as manipulative, and is
exceedingly unlikely that it can induce
purchasing.
Research has shown that subliminal
messages cannot force receivers to purchase
goods that they would not consciously want.
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Attitudes
A person’s enduring favorable or
unfavorable evaluations, emotional feelings,
or action tendencies toward some object or
idea
Attitude components:
Cognitive
Affective
Behavioral
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Changing Consumer Attitudes
Attempt to produce consumer attitudes that
will motivate the purchase of a particular
product
Evaluate existing consumer attitudes and
then make the product characteristics appeal
to them
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Applying Learning Theory to Marketing
Decisions
Shaping: process of applying a series of
rewards and reinforcements to permit
more complex behavior to evolve over
time
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Self-Concept
A person’s multifaceted picture of himself or
herself, composed of the:
Real self
Self-image
Looking-glass self
Ideal self
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The Consumer Decision Process
Problem Consumers complete a step-by-step
Opportunity process when making purchase
Recognition decisions
High-involvement purchase
decisions are those with high levels
Search of potential social or economic
consequences
Low-involvement decisions are
Alternative routine purchases that pose little
Evaluation risk to the consumer
Post-
Purchase Purchase
purchase
Decision Act
Evaluation
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Integrated Model
of the Consumer
Decision Process
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Problem or Opportunity Recognition
Consumer becomes aware of a
significant discrepancy between the
existing situation and the desired
situation
Motivates the individual to achieve the
desired state of affairs
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Search
Consumer gathers information related to
their attainment of the desired state of affairs
Identifies alternative means of problem
solution
May cover internal or external sources of
information
Brands that a consumer actually considers
buying before making a purchase decision
are known as the evoked set
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Evoked Set All
All
Model Brands
Brands
Known
Known Unknown
Unknown
Brands
Brands Brands
Brands
Evoked
Evoked
Acceptable
Acceptable Unacceptable
Unacceptable Overlooked
Overlooked
Set
Set Brands Brands Brands
Brands Brands Brands
Purchased
Purchased Rejected
Rejected Inert
Inert
Brand
Brand Brands
Brands Set
Set
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Evaluation of Alternatives
Consumer evaluates the evoked set
Difficult to completely separate the second
and third steps, since some evaluation
takes place as the search progresses
Outcome of the evaluation stage is the
choice of a brand or product (or possibly a
decision to renew the search)
Evaluative criteria: features that a
consumer considers in choosing among
alternatives
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Purchase Decision and Purchase Act
Consumer narrows the alternatives
down to one
The purchase location is decided
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Postpurchase Evaluation
After the purchase, consumers are either
satisfied or experience post-purchase
anxiety
Cognitive dissonance: Post-purchase
anxiety that results from an imbalance
among an individual’s knowledge, beliefs,
and attitudes after an action or decision is
taken
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Classifying Consumer Problem-Solving
Processes
Three categories of problem-solving
behavior
Routinized Response Behavior
Limited Problem Solving
Extended Problem Solving
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