2020 Spring-MKT-week 4

Marketing
-consumer behaviors
INSTRUCTOR: YU CHENG, CLAIRE
MARKETING-CLAIRE YU 1
• Reason for success–Technology-driven cameras with
affordable price ranges
• Essential steps in customers’ storytelling and emotion-
sharing journeys
• Key to success–Understanding customer needs and
motivations
What can marketers do
with the consumer
behavior analysis?
What marketers want to know about consumer behavior?
Consumers make many buying decisions every day, and the buying decision is the focus point of
the marketer’s effort.
⚫What consumer buy
⚫Where they buy
⚫How and how much they buy,
⚫When they buy
⚫Why they buy (food, for hunger; flower, buy for female)
Definition: Consumer Behavior is the study of individuals, groups, or organizations and

the processes they use to select, secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have on the
consumer and society.
What can marketers do with the consumer behavior analysis
1 Market opportunity:
From the marketing point of view, the market opportunity is the needs
that not been met for customers.
To understand what consumers need meet or not meet, usually involves
the analysis of market conditions and market trends. For example, by
analyzing the way of life of consumers or the change of consumer income
level, can reveal what are the consumer needs and desires are not been
met.
On this basis, the enterprise can be targeted to develop new products.
2. Market segment 市场细分：
Market segmentation is the basis of most marketing strategy, the essence
of the overall market is divided into several sub markets, each segment of
the consumer with the same or similar needs or behavioral
characteristics.
The purpose of the enterprise market segment, is to find yourself into the
target market, and according to the demand characteristics of the target
market, to develop targeted marketing solutions, the unique needs of
target market of consumers get more fully satisfied.
For example, watches wore according to situations, formal occasions,
sports wear, or ordinary wear at ordinary times subdivide into different
markets.
3. Products and store location:

Marketing personnel only understand product position in the eyes of
target consumers, by consumers understand its brand or store is how to
cognitive, to develop effective marketing strategies.
Strategy, as a result, the original physical like change, positioning a

success.
An example of consumer behavior analysis:
WeChat user report in 2019
Buzzword
2. Consumer Markets &
Consumer Buying Behavior
Consumer Markets and Consumer Buyer Behavior
Consumer buyer behavior Consumer market

Buying behavior of final consumers All the individuals and households that buy or
acquire goods and services for personal
consumption
Model of Buyer Behavior
5 - 14 YU
MARKETING-CLAIRE
3. Types of Buying
decision Behavior
Discussion
1. In what kind of situation, will you want to buy a
coke?
2. Will you spend a lot of time to buy your breakfast?
How about to buy a car?
3. Will you buy a thing immediately or you need to
take a long time to study it before you make the
purchase decision?
4. Have you ever felt uncomfortable after you
purchase something, and you thought you should
buy the other brand?
5. Have you ever tried to return something or get a
refund?
Involvement 参与度
Involvement is the level of arousal or interest associated with a particular
buying decision. The level of involvement is in the consumers themselves.
High involvement
Usually involve more buying participants and more buyer deliberation.
Low involvement
Much less attention compared with high involvement
Do you think in some situations, will low involvement decision change to

high involvement decision?
Types of Buying decision Behavior
High involvement Low involvement
Complex buying behavior Variety-seeking buying

behavior
Dissonance-reducing Habitual buying behavior

buying behavior
(失调减轻购买行为)
Exercise: Match the examples and the buying decision behavior
Complex buying behavior You keep reaching for a same brand
of soysauce.
Variety-seeking buying behavior Buying a car or house or computer
After buying a tourism package, you

think there maybe is another better
Dissonance-reducing buying behavior choice.
Last time you bought a strawberry

cookie and you just want to change
Habitual buying behavior the flavor so you buy a chocolate
cookie next time.
4.Factors Influencing
Consumer Behavior
Factors Influencing Consumer Behavior
5 - 21 YU
MARKETING-CLAIRE
Cultural Factors
Culture Subculture Social class
Set of basic values, Group of people with shared Relatively permanent and
perceptions, wants, and value systems based on ordered divisions in a society
behaviors learned by an common life experiences and whose members share similar
individual from family and situations values, interests, and
other important African-American consumers behaviors （by income,
institutions occupation …）
Asian-American consumers
Cross-cultural marketing:
Including ethnic themes and
cross-cultural perspectives
within a brand’s mainstream
marketing
Word-of-month influence and Buzz marketing,
Social Factors e.g Vocalpoint of P&G consisting 350,000

mums.
Word-of-
Opinion
Groups mouth A person belongs to
leader
influence many groups, family,
clubs, organizations.
Consider the various
roles a working mothers
Online social Roles and
Family plays.
networks status
Marketer are interested in the roles and influence of the

YouTube, Linked in, facebook
husband, wife and children.
Wechat, Ticktok
E.g. Female account for 50% of decision of buying technology
products and effect about 2/3 Of buying a car.
Blue-collar workers tend
Personal Factors to buy more rugged work
clothes, whereas
Income-sensitive goods.
E.g. Rolex positions
luxury watch, Swatch
executives buy more
People change the makes more affordable
business suits.
goods and service they watches.
buy over their lifetimes.
Tastes in food, clothes, Age and life- Economic
furniture, medicine, cycle stage Occupation situation
investment.
Personality
Lifestyle and self-
concept
Brand personality, Apple
Customers not just buy
computer with “excitement”,
products, they buy values
Dove with “sincerity”
and lifestyles those products
represent.
5 - 24 YU
MARKETING-CLAIRE
Perception is the process by which people select,
organize, and interpret information to form a meaningful
picture of the world. Selective distortion describes the
tendency of people to interpret information in a way that
will support what they already believe. Selective
Psychological Factors retention means that consumers are likely to remember

good points made about a brand they favor and forget
good points made about competing brands. Some
consumers worry that they will be affected by marketing
A motive (or drive) is a need messages without even knowing it through subliminal
that is sufficiently pressing to advertising.
direct the person to seek
satisfaction. Many companies
employ teams of
psychologists, Motivation Perception
anthropologists, and other
social scientists to carry out A belief is a descriptive thought
motivation research. that a person holds about
something. Marketers are
interested in the beliefs that
people formulate about specific
Learning describes changes in an
individual’s behavior arising from Beliefs and products and services because
Learning these beliefs make up product
experience. The practical significance
of learning theory for marketers is that Attitudes and brand images that affect
buying behavior. Attitudes put
they can build up demand for a people into a frame of mind of
product by associating it with strong liking or disliking things, of
drives, using motivating cues, and moving toward or away from
providing positive reinforcement. them.
5 - 25 YU
MARKETING-CLAIRE
5.The buyer decision
process
The buyer decision process
Need Informatio Evaluation Purchase Post purchase

recognition n Search of decision behavior
alternatives
Need recognition
⚫The buyer recognizes a problem or need by internal stimuli or external
stimuli.
Internal stimuli: hunger, thirst
External stimuli: advertisement or a discussion with friends
⚫The need itself may be something that we were not aware of.
Discuss:1. How to sell comb to a monk?
2. How to sell fridges to Eskimo?
Adopter Categories Based on Relative Time of Adoption
of Innovations
5 - 29 YU
MARKETING-CLAIRE
Need Information Evaluation of Purchase Post purchase

recognition Search alternatives decision behavior
Information search
If you are a marketing representative, how can you make the
customers gain as much information as possible of the following
products?
1. The Chinese restaurant in foreign countries.

2. The foreign cosmetics products in Chinese market.

Evaluation of alternatives
There may be many possibilities that you will evaluate before you make the purchase decision.
For example, if you are going to buy a car, you consider many things like gas mileage, the price,
the styling, the durability of the engine, how much space it has for loading stuff, what your
friends think about it, what the cost of insurance is.
We evaluate how good or bad, or how highly or poorly a particular choice rates on something.
With different criteria, we evaluate how well they are.

Post purchase Behavior
What determines whether the buyer
is satisfied or dissatisfied with a
purchase?
The relationship between the
consumer’s expectations and the
product’s perceived performance.
E.g. Electronic device, car, mobile
phone service, online store.
Cognitive dissonance or discomfort
caused by post purchase conflict.
Summary
⚫The purpose of consumer buyer behavior analysis
⚫The four types of consumer behaviors
⚫The buyer decision process
⚫Characteristics affecting consumer behavior
Question 1
Consumer markets are markets where ( )products and
services are purchased for consumption?
A. School
B. Hospital
C. Factory
D. Individual consumer and households
Question 2
( ) is people's desire and intention in order to meet certain
needs.
A. Memory
B. Stimuli
C. Learning
D. Perception
Question 3
( )played an important role in purchasing behavior.
A. Culture
B. Subculture
C. Social class
D. Civilization

2020 Spring-MKT-week 4

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

2020 Spring-MKT-week 4

Uploaded by

Copyright:

Available Formats

Marketing

Definition: Consumer Behavior is the study of individuals, groups, or organizations and

3. Products and store location:

Strategy, as a result, the original physical like change, positioning a

Consumer buyer behavior Consumer market

Do you think in some situations, will low involvement decision change to

High involvement Low involvement

Complex buying behavior Variety-seeking buying

Dissonance-reducing Habitual buying behavior

Variety-seeking buying behavior Buying a car or house or computer

After buying a tourism package, you

Last time you bought a strawberry

Social Factors e.g Vocalpoint of P&G consisting 350,000

Marketer are interested in the roles and influence of the

Psychological Factors retention means that consumers are likely to remember

Need Informatio Evaluation Purchase Post purchase

Need Information Evaluation of Purchase Post purchase

1. The Chinese restaurant in foreign countries.

Need Information Evaluation of Purchase Post purchase

Need Information Evaluation of Purchase Post purchase

You might also like