consumer behaviour
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Consumer BehaviourTRANSCRIPT
7/18/2019 Consumer Behaviour
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Marketing Management
MKTG1203
Dr. Wade Jarvis
Consumer Behaviour
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Consumer behaviour
• Consumer behaviour
– The analysis of the behaviour of individuals and
households who buy goods and services for
personal consumption.
• Consumers make decisions along a continuum, from
habitual decision-making behaviours at one end to
extended decision-making behaviours at the other.
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Extendeddecisionmaking
Limitedproblemsolving
Habitualdecisionmaking
Low involvement
Frequently purchased
Inexpensive
Little risk
Little informationneeded
High involvement
Infrequently purchased
Expensive
High risk
Much informationdesired
Decision Making Continuum
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Consumer behaviour
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Consumer decision-making
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Consumer decision-making
• eed!"ant re#ognition$ hen a buyer becomes aware of adiscrepancy between a desired state and the actual state.
• %n&ormation sear#h$ The buyer searches for information
about how to solve the problem.• 'va(uation o& o)tions$ ! successful information search will
usually yield a range of alternative solutions for consideration.
• *ur#hase$ The brand and product are chosen.
• *ost+)ur#hase eva(uation$ The buyer continues to evaluatetheir purchase decision.
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Consumer behaviour – "ndividual
"nfluences
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"ndividual influences
• *s,#ho(ogi#a( #hara#teristi#s
– "nternal factors, independent of situational and
social circumstances, that shape thinking,
aspirations, expectations and behaviours.
• Motivation
– !n individual#s internal drive to satisfy unfulfilledneeds or achieve goals.
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"ndividual influences
• Mas(o"-s hierar#h, o& needs
– ! theory that suggests that people seek to satisfy
needs according to an hierarchy that places lower
order $biogenic# needs before higher order
$psychogenic# needs.
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"ndividual influences
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%ndividua( %n&(uen#es + *er#e)tion
– The psychological process that
filters, organises and attributesmeaning to external stimuli.
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Who is being arrested?
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*er#e)tion
• %xposure
• &election and
attention• "nterest and
relevance
• !wareness• 'ecognition
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e(e#tive *er#e)tion *ro#ess
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*er#e)tion$ Marketing
• When a person perceives something, the messagehas registered.
• But this is difficult to achieve.
• Communication drivers of perception:
– Exposure: placing the message in a medium thetarget audience will encounter
– Attention: Creating an engaging ad
– Awareness: a!ing an impression on the
consumer, creating top"of"mind awareness forthe #rand$product %not &ust the ad'.
– (nterest and relevance: )ulling power, ma!ingthe communication personall* relevant – +eah- thats me/0
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%ndividua( in&(uen#es
• Be(ie&s
– (escriptive or evaluative thoughts that an
individual holds regarding their knowledge of a
person, idea, or product. )eliefs may be based on
ob*ective knowledge, opinions or faith.
• /ttitudes
– !n individual#s relatively stable and consistent
thoughts, feelings and behaviours towards an
ob*ect or idea.
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/(ternative 'va(uation
%voked set
+urchase
Evaluation of products
• Anal*se product
attri#utes.
• 1se cutoff criteria.
• 2an! attri#utes #*
importance.
• 2elated to Beliefs,
Attitudes and (ntentions.
Develop an understanding of how consumersDevelop an understanding of how consumersevaluate brand alternatives.evaluate brand alternatives.
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/(ternative 'va(uation
1. Cameras: picture sharpness, cameraspeed, camera size and price
2. Hotels: location, cleanliness,atmosphere, price
3. Tyres: safety, tread life, ride quality,price
4. Computers: memory capacity,
graphics capaility, size and !eight,price
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ays to "nfluence or Change !ttitudes
3. (ncrease or change the strength or #eliefrating of a #rand on an important attri#ute
4. Change consumers perceptions of the
importance or value of an attri#ute
5. Add a new attri#ute to the attitudeformation process
6. Change perceptions of #elief ratings for acompeting #rand
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What is this
advertisement
attem)ting todo
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/ttitudes
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• Arguments
– 7he reasons #ehind a statementor a claim
– Arguments can influenceattitudes, touch emotions, involveconsumers, or anchor their
convictions• Attitudes and opinions
– Attitudes are underl*ing #eliefs,opinions are the expressions ofthese attitudes
– Ads attempt to accomplish one of
three things• Esta#lish a new opinion
• 2einforce an existingopinion
• Change an existing opinion
Changing /ttitudes$ Marketing
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earning theories
• Behavioura( (earning theor,– &tresses the role of experience and
repetition of behaviour, as seen in $classical
conditioning#. ost relevant in lowinvolvement purchases.
• Cognitive (earning theor,
– earning takes place through rationalproblem solving, emphasising acuisition
and processing of new information, relevant
in high involvement purchasing decisions.
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Cognitive earning
– Cognitive learning
%creating understanding'– ar!eters want people
to !now somethingafter experiencing thecommunication %i.e. anadvertisement' or aproduct.
– 1nderstandingdemands a consciousmental effort to ma!esense of information
– Brand node isconnected with avariety of linked
associations.– Each purchase
experience is based onthe “right” brand withthe right associations.
– Feelings, perceptions,images, attitudes of
the brand.
B h i l L i
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Behavioral Learning:Pavlovian Model of Classical
ConditioningUnconditioned Stimulus
Meat
Conditioned Stimulus
Bell
Unconditioned Response
Salivation
Conditioned Stimulus
Bell
Conditioned Response
Salivation
AFTER REPEATED PAIRINGS
C(assi#a( Conditioning *ro#ess
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C(assi#a( Conditioning *ro#ess
Conditionedstimulus
( )
( )
Conditionedstimulus
( )
( )
Association
developsthrough
continuity and
repetition
Unconditioned
stimulus(Nicki Minaj)
Unconditionedstimulus
(Nicki Minaj)
Unconditioned
response( )
Unconditioned
response( )
Conditionedresponse
( )
Conditionedresponse
( )
Pavlov’sdog
C(assi#a( Conditioning *ro#ess
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C(assi#a( Conditioning *ro#ess
Conditionedstimulus
(epsi)
(Continuit! and repetition)
Conditionedstimulus
(epsi)
(Continuit! and repetition)
Association
developsthrough
continuity and
repetition
Unconditioned
stimulus(Nicki Minaj)
Unconditionedstimulus
(Nicki Minaj)
Unconditionedresponse
(trend!" desirable"
attractive)
Unconditioned
response(trend!" desirable"
attractive)
Conditionedresponse
(trend!" desirable"
attractive)
Conditionedresponse
(trend!" desirable"
attractive)
Pavlov’sdog
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C(assi#a( Conditioning in /dvertising
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Classical Conditioning +rocess
Conditionedstimulus
( )
Conditionedstimulus
( )
Association develops through
contiguity and repetition
Unconditionedstimulus( )
Unconditionedstimulus( )
Unconditionedresponse
( )
Unconditionedresponse
( )
Conditionedresponse
( )
Conditionedresponse
( )
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earning$ Marketing
• emora#ilit* %loc!ing power'
– emora#le messages are learnedmore easil* %use associations as
long as the* are relevant'.– 7he* help loc! messages into the
mind, #oth from a cognitive and a#ehavioural perspective.
– 8ingles, distinctive visuals, repetition
increase memora#ilit*.