Consumer Behaviour

Personal Determinants of
Consumer Behavior
5-1
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
• 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
5-2
• Maslow’s Hierarchy of Needs
Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
5-3
Physiological Needs
Products Vitamins, herbal supplements, medicines, food, exercise equipment,
fitness clubs
Marketing Pepcid antacid—”Just one and hearburn’s done”

themes Puffs facial tissues—”A nose in need deserves Puffs indeed”
Jiyo Jee Bhar Ke
Safety Needs
Products Cars and car accessories, burglar alarm systems, retirement
investments, insurance, medicines
Marketing Jeetay Raho

themes Volvo—“Protect the body. Ignite the soul.”
Yogakshema Vahamyahum
5-4
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”
5-5
• 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
5-6
• 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.
5-7
• Attitudes
– A person’s enduring favorable or unfavorable
evaluations, emotional feelings, or action
tendencies toward some object or idea
– Attitude components:
• Cognitive
• Affective
• Behavioral
5-8
• 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
• Modifying the Components of Attitude

– Attitudes change in response to inconsistencies
among the three components
– Marketers can work to modify attitudes by
providing evidence of product benefits and by
correcting misconceptions
5-9
• Learning
– An immediate or expected change in behavior
as a result of experience.
– The learning process includes the component
of:
• Drive
• Cue
• Response
• Reinforcement
5-10
• 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
5-11
• Self-Concept
– A person’s multifaceted picture of himself or
herself, composed of the:
• Real self
• Self-image
• Looking-glass self
• Ideal self
5-12
The Consumer Decision Process
• Consumers complete a step-by-step
Problem
Opportunity process when making purchase decisions
Recognition – High-involvement purchase decisions
are those with high levels of potential
social or economic consequences
Search – Low-involvement decisions are
routine purchases that pose little risk
to the consumer
Alternative
Evaluation
Post-
Purchase Purchase
purchase
Decision Act
Evaluation
5-13
– Integrated Model
of the Consumer
Decision Process
5-14
• 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
5-15
• 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
5-16
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
5-17
• 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
5-18
• Purchase Decision and Purchase Act
– Consumer narrows the alternatives down
to one
– The purchase location is decided
5-19
• 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
5-20
• Classifying Consumer Problem-Solving
Processes
– Three categories of problem-solving behavior
• Routinized Response Behavior
• Limited Problem Solving
• Extended Problem Solving
5-21
Mod 5
5-22
Ethical & social issues in consumer
research
• Positive issues in consumer research
I. Better consumption experiences
II. Potential for building customer relationships
• Negative issues in consumer research

I. Tracking c.b in different countries
II. High marketing costs
III.Invasion of consumer privacy
IV.Deceptive research practices
consumerism
• It’s a set of activities of govt., business, independent
organizations & concerned consumers to protect the rights
& interest of the consumers. These rights are as follows:
i. Right to safety
ii. Right to be informed
iii.Right to choose
iv.Right to be heard
v. Right to consumer education
vi.Right to recourse & redress
vii.Right to environment that enhances the quality of life.
5-24
Groups involved with public policy
& consumerism
• Govt agencies
• Industry self regulations
• Consumer groups
5-25
HOW MARKETING PRACTICES VIOLATE CONSUMER
RIGHTS
• Deceptive ads & labeling

• Deceptive selling tactics
• Evading privacy on the internet
PRODUCT INFORMATION & SAFETY ISSUES
•Consumer protection through information

•Consumer protection through product safety
•Consumer protection through conservation
behaviour
5-26

Consumer Behaviour

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Consumer Behaviour

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Personal Determinants of

Marketing Pepcid antacid—”Just one and hearburn’s done”

Marketing Jeetay Raho

• Modifying the Components of Attitude

• Negative issues in consumer research

• Deceptive ads & labeling

•Consumer protection through information

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