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MKTG 504 - CONSUMER BEHAVIOR

MKTG 504 - CONSUMER BEHAVIOR. WHO, WHEN, HOW, WHERE. Dr. Dennis Pitta University of Baltimore. CONSUMER BEHAVIOR. The subject of human behavior that is concerned with the decisions and acts of individuals in purchasing and using products. . BUYING BEHAVIOR.

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MKTG 504 - CONSUMER BEHAVIOR

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  1. MKTG 504 - CONSUMER BEHAVIOR WHO, WHEN, HOW, WHERE......... Dr. Dennis Pitta University of Baltimore

  2. CONSUMER BEHAVIOR The subject of human behavior that is concerned with the decisions and acts of individuals in purchasing and using products.

  3. BUYING BEHAVIOR The decision processes and actions of individuals involved in buying and using products.

  4. Organism Response The First Buyer Behavior Model: Simple Response Stimulus

  5. ECONOMIC (HU) MAN MODEL Income is spent on goods providing UTILITY MARGINAL UTILITY CONCEPT PROBLEMS WITH THE MODEL: MAN NOT ALWAYS RATIONAL NO PERFECT INFORMATON

  6. USES FOR THE ECONOMICHUMAN MODEL • USEFUL FOR EXPENSIVE GOODS • PROVIDES ANALYSIS OFECONOMIC VARIABLES FOR WHCIH DATA EXISTS. (E.G., ELASTICITY - at what price will utility decrease?)

  7. Downward sloping demand curve

  8. LEARNING THEORY MODEL - PAVLOVIAN • DRIVE • CUE • RESPONSE • REINFORCEMENT

  9. USES FOR LEARNING THEORY MODEL MANY: BRAND LOYALTY BRAND NAMES

  10. PROBLEMS WITH THE LEARNING THEORY MODEL NEGLECTS: • PERCEPTIONS • INTERPERSONAL INFLUENCES • SUBCONCIOUS

  11. MOTIVATION MODEL: FREUDIAN (SYMBOLIC PRODUCT) Uses PROJECTIVE TECHNIQUES MOTIVATIONAL RESEARCH PROBLEMS WITH THE MODEL: • COSTLY • INTERPRETATION???

  12. A projective test - the Thematic Apperception Test

  13. Typical directions…. Study the picture on the right until your imagination begins to form a story about it. There are no rules except that your story should have a beginning (what has happened in the story so far), middle (what is happening now), and an end (how things turn out).

  14. Another example of projective techniques...

  15. Describe the person who composed this shopping list (List A or List B) • 10 pounds of potatoes • 5 pound of sugar • 3 pounds of ground round • 1 lb of ground coffee <--> 16oz instant • 1 loaf of white bread • 2 pounds of carrots • 1 box of laundry detergent • 1 pound of tomatoes • 2 qts milk

  16. Personal Influences Age and Family Life Cycle Stage Lifestyle Personality & Self-Concept Occupation & Economic Circumstances Influences on Consumer Behavior

  17. Family Life Cycle stages

  18. Consumption in Family Life Cycle stages

  19. SOCIAL PSYCHOLOGICAL MODEL MANY FACTORS AFFECT BEHAVIOR: • INDIVIDUAL • FAMILY • REFERENCE GROUPS • (Opinion Leadership) • SOCIAL CLASS • CULTURE

  20. Personal Influence : PERSONALITY Personality = The collection of relatively permanent tendencies to behavior in consistent ways in certain situations.

  21. Personal Influence: ATTITUDES Attitudes = Enduring feelings, evaluations, and responses - tendencies directed toward an object or idea. May be positive or negative. Attitudes does not equal buying intentions. Resistant to changes.

  22. Components of attitudes • BELIEFS about an object (bi) • EVALUATION of those beliefs as good or bad (e i) • Ao=biei

  23. My attitude toward spinach • Aspinach= b1e1+b2e2+b3e3+b4e4 • 1 - it is good for me • 2 - it is low calorie • 3 - it reduces cholesterol?? • 4 - it tastes bad • Aspinach= (1)(+1)+ (1)(+1)+ (0)(+10)+ (1)(-6) = - 4

  24. How do you change a person’s attitude? • Change the beliefs - not the evaluation • Example: 9 out of 10 doctors eat spinach to lower their cholesterol

  25. Do you see theblackdots?

  26. Personal Influence : Perceptions?

  27. Personal Influence: PERCEPTION Perception = The process through which an individual selects relevant stimuli from the environment, organizes them and assigns meaning to them. SELECTIVE EXPOSURE SELECTIVE DISTORTION SELECTIVE RETENTION

  28. Is this perceived?

  29. Personal Influence: MOTIVATION Motivation = The driving force that causes a person to take action to satisfy specific needs or wants. Example: Maslow’s hierarchy. Physiological Safety Love and belonging Esteem Self-esteem

  30. How believable is Maslow? • There is no evidence that needs beyond safety needs exist widely throughout society.

  31. Personal Influence: LEARNING Learning = The process through which a relatively permanent change in behavior results from the consequences of past behavior.

  32. Source of Learning Direct Experience = actual use Indirect Experience = information obtained from others or observation of the behavior of others.

  33. Result of Learning Brand Loyalty -> learned through positive reinforcement. Extinction -> weakening of well-established habit by unsatisfactory experiences.

  34. Social Factors Reference Groups Family Roles & Statuses

  35. Culture Subculture Social Class Cultural Factors Buyer

  36. Diffusion of Innovation CONCERNED WITH THE ADOPTION OF NEW PRODUCTS

  37. How do products diffuse through the population over time?

  38. 34% Late majority 34% Early majority 13 1/2% Early adopters 16% Laggards 2 1/2% Innovators The Diffusion of Innovations through a market Time of adoption innovations

  39. Which group pays the most money for a product or service?

  40. Which group expects to pay the least money for a product or service?

  41. Buying is work - let’s look at the effort needed to buy something….

  42. How much effort do you spend to buy gum? • ________________________________

  43. How much effort do you spend to buy a new textbook? • ________________________________

  44. How much effort do you spend to buy your first house? • ________________________________

  45. CONSUMER BEHAVIOR • When the product is familiar but not important - ROUTINE RESPONSE BEHAVIOR • When the product is unfamiliar and not important - LIMITED DECISION MAKING • When the product is IMPORTANT ($$) - EXTENSIVE DECISION MAKING • When ya gotta have it - IMPULSE BUYING

  46. When your car blows blue smoke, makes a funny very loud noise and dies….what do you do?

  47. Consumer Decision Process • PROBLEM RECOGNITION • INFORMATION SEARCH • ALTERNATIVE EVALUATION • PURCHASE DECISION • POSTPURCHASE EVALUATION

  48. Information search Evaluation of alternatives Purchase decision Postpurchase behavior Consumer BuyingProcess Problem recognition

  49. Significant differences between brands Few differences between brands Four Types of Buying Behavior Complex Buying Behavior Variety- Seeking Behavior High Involvement Low Involvement Dissonance- Reducing Buying Behavior Habitual Buying Behavior

  50. How does organization buying behavior differ from consumer buyer behavior?

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