Understanding Consumer Behavior: Key Concepts for Effective Marketing Strategies
This review by Jeremy Kees, Ph.D., delves into the essentials of consumer behavior as a crucial aspect of marketing. It emphasizes the importance of comprehending the market, consumer needs, and the factors influencing purchasing decisions. Key concepts to explore include market research, segmentation, targeting, problem recognition, and interpersonal influences such as culture and social dynamics. By understanding these elements, marketers can build strong relationships with consumers and tailor strategies that resonate, ensuring successful product positioning and evaluation of alternatives.
Understanding Consumer Behavior: Key Concepts for Effective Marketing Strategies
E N D
Presentation Transcript
Consumer Behavior Jeremy Kees, Ph.D.
Review…. • So, we’ve talked about the marketing concept and the importance of building relationships • But before we can start marketing, we have to understand: • The market in which we’re going to compete in • Our consumers • Key Concepts over the next few weeks: • Consumer Behavior • Marketing Research • Market Segmentation • Targeting / Positioning
Out of Stock Dissatisfaction New Needs or Wants Market-Induced Recognition Related Product Purchase New Products Problem Recognition
Personal Sources Market Sources Public Sources Personal Experience Information Search
All available brands Guinness The Beast Blue Rib. Coors Lt. Yuengling Bud Lt. Hop Devil Miller Lt. Becks Amstel Lt. Natty Lt. Mic Ultra Smithwicks High Life Corona Evaluation of Alternatives Hop Devil Shiner Bock Guinness Becks Smithwicks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Usage and/or Disposal of Products Why could this info be important to Marketers??
Intrapersonal Factors • Needs and Motives • Perceptions • Attitudes • Learning • Self-Concept
Self-Actualization Esteem Needs Social Needs Safety Needs Physiological Needs Needs and Motives
Perceptions • Key variable in marketing • “how we make sense of the world we live in” • Subliminal Perception • Examples 1 and 2
Attitude • Components of Attitude: • Cognitive What we think • Affective: How we feel • Behavioral: How we act • Strategies for changing consumer attitude…
Learning • Conceptual • Experiential • Reinforcement • Implications for marketing…
Personality and Self-Concept • Personality: the unique psychological characteristics…. • Self-Concept: A person’s multifaceted picture of himself or herself, composed of the: • Real self • Self-image • Looking-glass self • Ideal self
Interpersonal Factors • Culture • Social Influences • Family Influences
Culture • Culture: values, beliefs, preferences, and tastes handed down from one generation to the next • What are some characteristics of American culture??
Culture and International Marketing • Culture is perhaps the most critical aspect of doing business internationally • Self-Reference Criterion = one’s tendency to judge others based on our own cultural experiences • Ethnocentism = regarding one’s own culture as superior than another
Culture • Subculture: 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
Social Influences • Group membership influences an individual’s purchase decisions and behavior in both overt and subtle ways • Reference Groups: groups whose value structures and standards influence a person’s behavior
Social Influences • Social Classes: groups whose rankings are determined by occupation, income, education, family background, and residence location
Family Influences • Family Decision-Making Structures • Autonomic • Husband-dominant • Wife-dominant • Syncratic • Children’s Influence
