Professional Documents
Culture Documents
Chapter 6
Consumer Behavior
LEARNING OBJECTIVES
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Chapter 6 - Consumer Behavior
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Chapter 6 - Consumer Behavior
The consumer buying process consists of five main steps: First, during need recognition,
consumers realize they have an unsatisfied need or want that they hope to address.
Second, consumers begin to search for information to determine how to satisfy that need.
Third, during the alternative evaluation stage, they assess the various options available to
them to determine which is the best for their purposes. Fourth, the purchase stage
involves obtaining and using the product. Fifth and finally, consumers enter the
postpurchase stage, during which they determine whether they are satisfied or dissatisfied
with their choice.
The information search that people undertake varies depending on both external and
internal factors. When engaging in an internal search for information, consumers examine
their own experiences with a product or service. When using an external search for
information, buyers seek information outside of their personal knowledge base by using
sources such as online reviews, friend referrals, Consumer Reports, Internet searches, etc.
The factors that affect consumers’ search process are the perceived costs and benefits of
the search process, the consumer’s locus of control, and the perceived risk of the
purchase decision,
Marketers hope that after their purchase, consumers are satisfied and pleased with their
purchase, which can lead to customer loyalty, a positive postpurchase outcome. However,
consumers also may suffer postpurchase dissonance, or buyer’s remorse.
The elements of the marketing mix (product, place, promotion, and price) have
significant effects, of course. In addition, social factors, such as family and culture,
influence not only what a consumer buys but also how a consumer goes about making a
purchase decision. The psychological factors that influence purchase decisions include
motives (which can be higher or lower on the hierarchy of needs), attitudes, perceptions,
learning, and lifestyle. Finally, the specific factors that mark the purchase situation, like
the store setting or even the time of day, can alter people’s decision process.
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Chapter 6 - Consumer Behavior
More involved consumers, who are more interested or invested in the product or service
they are considering, tend to engage in extended problem solving. They gather
information, scrutinize it carefully, and then make their decisions with caution, to
minimize any risk they may confront. In contrast, less involved consumers often engage
in limited problem solving, undertake impulse purchases, or rely on habit to make their
purchase decisions.
1. Functional Needs
2. Psychological Needs
E. Postpurchase
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Chapter 6 - Consumer Behavior
Check Yourself: Several questions are offered for students to check their understanding
of core concepts. (PPT slide 6-19)
C. Social Factors
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Chapter 6 - Consumer Behavior
1. Purchase Situation
2. Shopping Situation
3. Temporal State
Check Yourself: Several questions are offered for students to check their understanding
of core concepts. (PPT slide 6-31)
Which social factors likely have the most influence on (a) the purchase of a new
outfit for a job interview and (b) the choice of a college to attend?
Answer: For the purchase of a new outfit, the consumer’s reference group would
likely have the most influence.
Answer: For the choice of a college to attend, the family group would likely have
the most influence. Students might also look to opinion leaders in their
communities to help them with their college choice decision.
List some of the tactics stores can use to influence consumers’ decision processes.
Answer: Some retailers and service providers have developed unique images that
are based at least in part on their internal environment, also known as their
atmospherics. Also, in-store demonstrations, promotions, and packaging can
influence a consumer’s decision process.
Check Yourself: Several questions are offered for students to check their understanding
of core concepts. (PPT slide 6-34)
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Chapter 6 - Consumer Behavior
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Chapter 6 - Consumer Behavior
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Chapter 6 - Consumer Behavior
6-4: The Consumer Decision Process This slide illustrates the entire
consumer decision process.
6-6: “It’s hard to find your litter box if you Kitty litter marketers know that cat
can’t smell it” owners have a need for litter boxes
that do not smell.
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Chapter 6 - Consumer Behavior
6-8: Factors Affecting Consumers’ Search One important factor that affects
Process consumers’ search process is
perceived benefits versus perceived
costs.
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Chapter 6 - Consumer Behavior
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Chapter 6 - Consumer Behavior
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Chapter 6 - Consumer Behavior
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Chapter 6 - Consumer Behavior
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Chapter 6 - Consumer Behavior
6-20: Factors Influencing the Consumer This slide lists the factors influencing
Decision Process the consumer decision process, which
are discussed in more detail in the
following slides.
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Chapter 6 - Consumer Behavior
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Chapter 6 - Consumer Behavior
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Chapter 6 - Consumer Behavior
6-29: Could You Go Without Tech for a Week Ask students: why does this tie into
cultural factors?
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Chapter 6 - Consumer Behavior
6-32: Involvement and Consumer Buying Ask students: What was the last
Decisions thing you purchased?
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Chapter 6 - Consumer Behavior
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Chapter 6 - Consumer Behavior
Kashi cereal satisfies a consumer’s psychological need. While cereal might provide a
basic functional need (to satisfy a consumer’s hunger), Kashi cereal appeals to more
psychological needs, including the need to eat healthy or a social desirability need.
Some consumers might choose to eat Kashi to fit in with a certain lifestyle or social
group. Understanding why customers choose Kashi will help Kashi in its efforts to
promote its brand as a lifestyle brand rather than just a basic cereal.
2. When consumers buy a new notebook computer, what sort (internal vs. external) of
information search would they conduct? If you were a marketing manager for Sony,
how would you use this information?
An internal search for information might include: understanding how they might use the
laptop, previous experiences with other laptop brands, and personal budget. An external
search for information might include: online reviews, reference groups, input from store
sales associates, and consumer reports. The marketing manager for Sony should
understand the various sources, both external and internal, that customers use in their
decision making. Marketing managers want to make sure that customers have good
experiences with a brand so that when customers do a future internal search, they will
immediately think of that brand as an option. The Sony manager should also monitor
online review sites and reports to understand how the brand is being portrayed in the
marketplace as that will influence the customer’s search process.
3. Explain the factors that affect the amount of time and effort that a consumer might
take when choosing an oral surgeon to get his or her wisdom teeth removed. How
would your answer change if the consumer were looking for a dentist to get a
cleaning? How should the office manager for a dental practice use this information?
Students must analyze the different information-gathering processes consumers use for
related but different purchases. They should recognize that the length and degree of
intensity of consumers’ information search often depend on the degree of perceived risk
associated with a purchase. Office managers for dental practice should understand that
consumers searching for an oral surgeon might engage more in information search and
evaluation of alternatives than those consumers just interested in a cleaning.
In choosing a doctor for oral surgery, consumers likely worry about his or her
reputation, how long he or she has been practicing, other clients, the cost of the service,
the location of the oral surgeon, and whether the office accepts the consumer’s
insurance. The primary concern of the consumer therefore is to mitigate any perceived
risk associated with the oral surgeon. For dental cleaning, however, consumers likely
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Chapter 6 - Consumer Behavior
engage in less intensive, less time-consuming search for information, because the
perceived risk is lower.
4. When evaluating different alternatives for a Saturday night outing at a fine restaurant,
explain the difference between the universal set, the retrieval set, and the evoked set.
From which set of alternatives will the consumer most likely choose the restaurant?
Alternative evaluation often occurs as the consumer engages in information search, and
the various sets help organize and categorize the discovered information. Students must
understand all three types of sets and how they function during an alternative evaluation
process.
When considering fine restaurant alternatives, the universal set would be all the possible
choices available, such as all fine restaurants in the area, other types of restaurants, and
any other Saturday-night activity. The retrieval set includes restaurants or other activity
choices that occur readily to the consumer—such as well-known local restaurants.
Evoked set consists of the list of alternative restaurants or activities that the consumer
will consider to make the purchase decision, like his or her favorite restaurants. The
consumer most likely considers options from the evoked set first, because it requires the
least amount of information search and is easiest to remember.
5. What can retailers do to make sure they have satisfied customers after the sale is
complete?
Customer satisfaction is not limited to the experience leading up to and including the
actual purchase event; it often extends beyond the purchase to user experiences after
purchase. Companies that want to ensure consumers have positive experiences with their
products offer after-sales service to deal with any potential issues, so that the consumer
thinks positively of the company and the product. In this way, companies can build their
overall brand equity by mitigating the purchase risk for consumers.
Retailers can do a variety of things to ensure customers are satisfied after the sale. They
can start by setting realistic expectations of the product before the customer even
purchases it, demonstrate how to use the product properly, provide money-back
guarantees and warranties, encourage customer feedback, and periodically contact
customers to thank them for their continued support.
6. Tazo makes a blend of exotic green teas, spearmint, and rare herbs into a tea called
Zen. Using Maslow’s hierarchy of needs, explain which need(s) are being fulfilled by
this tea.
A motive is a need or want that is strong enough to cause a person to seek satisfaction.
Back in the 1970s, social researcher Abraham Maslow developed the PSSP hierarchy of
needs, which postulates that people are motivated to satisfy higher-level human needs
(social and personal) when their lower-level needs (physiological and safety) are
addressed. That is, as people’s more basic needs (physiological and safety) are fulfilled.
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Chapter 6 - Consumer Behavior
Based on the PSSP hierarchy, the Zen tea helps satisfy consumers’ basic physiological
need for one of the necessities of life: liquid to drink. It also helps satisfy consumers’
personal needs, because the tea helps consumers meet their desire to live a healthy
lifestyle and experience a sense of refinement while doing it. Tea does not, however fulfill
a safety need.
7. Identify and describe the three social factors that influence the consumer decision
process. Provide an example of how each of these might influence the purchase of the
necessary products and services for a camping trip by the whole family.
Students should consider the social factors that might influence their decision for an
event like this. Some examples might include: family, reference groups, and cultures. A
son or daughter might ask his/her family what is appropriate attire for a camping trip.
The son or daughter might consider their friends as a reference group for this event;
maybe some of their friends are also interested in camping and could give insight into
what to wear. Finally, students might consider the culture of the campsite facility in their
purchase decision. A more laid back versus a more formal campsite facility might
influence the son or daughter’s outfit decision.
8. Trek has designed a new off-road bicycle designed to stand up to the rugged
conditions of trail riding. Develop a theme for an advertising strategy that ensures all
three components of attitude are positively covered.
The cognitive aspect reflects what people believe to be true, the affective component
refers to what they feel about the issue at hand, and the behavioral component consists of
the action(s) people undertake. By considering all three components to create an
advertising campaign, students should perceive how all three come together in a single
theme meant to influence the attitudes of potential consumers.
For a new, off-road bicycle designed to stand up to the rugged condition of trail riding,
the cognitive aspect could be that off-road bicycling can be adventurous and fun. The
affective component could emphasize an emotional tie to off-road biking for its health
benefits. The behavioral component could encourage customers to buy the new bike for
adventure and a healthy lifestyle.
Student must think of ways marketers can affect consumers’ buying decisions during the
shopping experience. Thus, the question illustrates that the buying decision is not just a
function of product attributes.
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Chapter 6 - Consumer Behavior
10. You were recently hired by a multichannel retailer that promotes itself as an
American firm selling only American-made goods. The products featured in advertising
and in catalogs tell stories of the firms that produced the goods in the United States. The
sales response to the firm’s Made in America position has been incredible
because it resonates with their customers’ values. As a result, growth has been
impressive. One day while speaking to a vendor, you find out a shipment
of merchandise will be delayed since the product is coming from overseas and is late. A
few days later you hear a similar story. As it turns out, the firm just barely earns the Made
in the USA label. Though technically the products meet a standard to be classified as
American made, you worry that the firm is not being truthful to its customers. You decide
to write a letter to the VP of Marketing detailing your concerns. What would you put in
the letter?
Students’ answers will vary. Students should examine this question from both an
employee and a consumer perspective. As an employee, do you have an obligation to the
firm to alert them of the practices of your suppliers? As a customer, would you purchase
from this company if you found out that the firm’s “Made in America” campaign was not
entirely true?
Quiz Yourself
1. Laura has a nearly-new economy car but wants a sports car. If she decides to purchase
a sports car, she will be primarily fulfilling ______________ needs.
A. functional
B. postpurchase
C. safety
D. psychological
E. functional and psychological
The economy car would satisfy Laura’s functional needs. However, psychological needs
pertain to the personal gratification consumers’ associate with a product or service. If
Laura purchases a sports car, she will more likely be fulfilling her psychological needs
rather than her basic functional needs.
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Chapter 6 - Consumer Behavior
2. When Maya decided to buy a new computer, she thought about all the brands she
could recall seeing advertised, but she would only consider those brands she could
buy at her local electronics store. This represents Maya's ________ set.
A. universal
B. retrieval
C. evoked
D. deterministic
E. behavioral
A consumer’s evoked set is comprised of the alternative brands or stores that the
customers would consider when making a purchase decision.
Net Savvy
1. Visit the Shopkick site (www.shopkick.com), click “About” at the bottom, and
describe the benefits it offers consumers. How are these offers likely to influence
consumers’ behavior? Click on “The App” tab. What kinds of need appeals does this
company make to encourage shoppers to join?
Shopkick offers customers reward points (like loyalty points) just for visiting a store.
Customers can redeem these points for free merchandise or discounts from retailers. The
goal of Shopkick is to “make shopping more delightful.” Shopkick appeals to customers
psychological needs more than functional needs by offering customers upgrades and
discounts on higher end merchandise from retailers like Macy’s, Best Buy, Nike, Coach,
and Crate & Barrel.
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Chapter 6 - Consumer Behavior
Chapter Case Study: The Diet Battle: Weight Watchers, Jenny Craig, and Slim-Fast
1. Trace how you might go through the steps in the consumer decision process if you
were thinking of going on a diet and using any of these diet programs.
Students answers will vary, but could look something like this.
Need Recognition: "I think I need to lose some weight."
Information Search: "I need to find out what kind of options are out there. Perhaps I will
search the Internet, visit chat rooms, and ask friends about their experiences.”
Alternative Evaluation: "Should I go with Weight Watchers or. Jenny Craig? Which one
fits my lifestyle? Which one is more convenient for me? Which one will help me best
achieve my weight loss goals?"
Purchase: "I will join Weight Watchers."
Post-Purchase: "I was able to lose 20 pounds with Weight Watchers."
2. How have Weight Watchers, Slim-Fast, and Jenny Craig created value?
Weight Watchers
• Encourages members to track their daily information.
• Dieters record in a paper or electronically based journal.
• All foods are assigned point values and members have a daily points allotment.
• Weekly group sessions and attend meetings.
• Prepared or endorsed dinners, snacks and desserts at most grocery stores.
• Other Weight Watcher products, such as food scales, cookbooks, and water bottles,
are sold online and at meetings.
Jenny Craig
• A unique and comprehensive plan for food, body, and mind.
• Prepared and packaged by Jenny Craig.
• Controlled portions that accommodate busy schedules.
• Members meet weekly on a one-on-one basis with a personal counselor.
• Customized programs for those who prefer to lose weight on their own.
Slim Fast
• Convenient and accessible for most consumers
• No meetings or representatives to visit
• No points to record
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Chapter 6 - Consumer Behavior
3. Identify the determinant attributes that set the Weight Watchers’ and Jenny Craig’s
programs apart. Use those attributes to develop a compensatory purchasing model
similar to the one in Exhibit 5.2.
4. How can Weight Watchers and Jenny Craig increase the probability of customer
satisfaction?
Both companies should determine what is important to customers and the best way to
create value for customers. Weight Watchers and Jenny Craig should set realistic
expectations for customers so that they are not expecting dramatic weight loss over night.
Both firms should also encourage consistent participation in their programs and follow
up with customers in order to encourage retention and prevent frustration and yo-yo
dieting.
5. Which factors examined in this chapter might have the most impact on consumers’
propensity to go on a diet and choose one of these diet programs?
Student answers will vary. Some may chose the psychological factors that affect the way
people receive marketers’ messages. These factors (motives, attitudes, perceptions,
learning, and lifestyle) can all have an important impact of the why of choosing a weight
loss program. Students might also suggest that societal pressures, like culture, reference
groups, and family might also motivate customers to participate in these weight loss
programs.
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Chapter 6 - Consumer Behavior
This chapter focuses on the consumer buying decision and describes the cognitive
process that consumers experience when evaluating that purchasing decision. It also
focuses on the dynamics of what influences the consumer buying decision.
This chapter is often one that is glossed over by students since they are familiar with
making buying decisions and they know most of the terminology in the chapter.
However, what the student finds difficult in connecting is the process of the consumer
buying decision with marketing strategy. Instructors should emphasize the marketing
strategies that can be developed to make the buying decision more likely. To do that,
marketers need to know how their target market makes that buying decision.
An exercise instructors may want to use is to have student write down the steps in the
consumer buying decision process using a recent purchase experience they have made.
Then the students can switch papers with the assignment of developing the marketing
strategy for the buying process. (Example: If I know people make their buying decision
on purchasing diapers based on Internet coupon availability, as a marketer I would make
sure I supplied an Internet coupon to my target market and communicate that to them.)
This exercise gets students thinking about why they need to learn about the consumer
buying decision (to form marketing strategy). Online Tip: This can be easily transferred
to the online forum using the discussion board tools of the platform. Students can post
their buying decision steps of a recent purchase. Other learners can respond by
developing the marketing strategy.
Remember to review the Newsletter for Instructors and its accompanied PowerPoint
presentation, which integrates examples and discussion from the newsletter. Each
newsletter contains over ten article abstracts on hot topics, plus a selection of current
commercials and videos for you to use with your class. The newsletter also includes a
guide that explains where the articles, commercials, and videos best fit in your Marketing
course.
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