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Module IIModule II
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Model of Buyer BehaviorModel of Buyer Behavior
Marketing andOther Stimuli
MarketingProductPricePlacePromotion
OtherEconomicTechnologicalPoliticalCultural
Buyers Black Box
Buyer CharacteristicsBuyer Decision Process
Buyer Responses
Product ChoiceBrand Choice
Purchase TimingPurchase Amount
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Factors InfluencingFactors InfluencingConsumer BehaviorConsumer Behavior
Social
Referencegroups
Family
Rolesand
status
PersonalAge andlife-cycle
Occupation
Economicsituation
LifestylePersonality
andself-concept
Psycho-logical
MotivationPerceptionLearning
Beliefs andattitudes
Buyer
Culture
Sub-culture
Socialclass
Cultural
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Factors Affecting ConsumerFactors Affecting ConsumerBehavior: CultureBehavior: Culture
Culture is the Most Basic Cause of a Person'sWants and Behavior.
Culture is the set ofbasic values,perceptions, wants andbehaviors learned by a
member from family,place of residence andother importantinstitutions
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Factors Affecting Consumer Behavior:Factors Affecting Consumer Behavior:CultureCulture
Subculture provides morespecific identification andsocialization for membersbelonging to a particularreligion, racial group andgeographic regions
This gave rise to multi culturalmarketing
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GroupsMembershipReference
Family (most important)Husband, wife, kidsInfluencer, buyer, user
Roles and Status
Social Factors
Factors Affecting ConsumerFactors Affecting ConsumerBehavior: SocialBehavior: Social
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Factors Affecting Consumer Behavior:Factors Affecting Consumer Behavior:SocialSocial
Social factors heavily influence the consumersmindset
Social Class Societys relatively permanent
& ordered divisions whosemembers share similar values,interests, and behaviors.
Measured by: Occupation,Income, Education, Wealth andOther Variables.
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Pers l I fl encesPers nal Infl ences
A eand Lifeycle tage
Ageand Lifeycle tage Occ ati nOcc ati n Pers nalityelf- nceptPers nalityelf- nceptc nomicitation
Economicitation
ActivitiesActivities InterestsInterests
Lifestyle IdentificationLifestyle Identification
OpinionsOpinions
Factors Affecting ConsumerFactors Affecting ConsumerBehavior: PersonalBehavior: Personal
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Factors Affecting ConsumerFactors Affecting ConsumerBehavior: PsychologicalBehavior: Psychological
PsychologicalFactorsffectingBuyersChoices
Motivation
Perception
Learning
Beliefs andttitudes
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Psychological factorsPsychological factors
MOTIVATION
It is the internal feeling that makes a
person to buy a certain product Motivation research is based on
Freud; Looks for hidden andsubconscious motivation
Maslow ordered needs based on howpressing they are to the consumer
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Psychological Factors: PerceptionPsychological Factors: Perception
Perception is the process by which peopleselect, organize, and interpret information
Perception Includes:
Selective attentionConsumersscreen out information
Selective distortion
People interpret to support beliefs
Selective retention
People retain points to support attitudes
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Psychological Factors LearningPsychological Factors Learning
Learning describes changes in anindividuals behavior arising fromexperience
Learning occurs through: Drives
Internal stimulus that calls for action
Stimuli Objects that move drive to motive
C
ues Minor stimuli that affect response Reinforcement
Feedback on action
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Psychological Factors BeliefsPsychological Factors Beliefsand Attitudesand Attitudes
Belief
a descriptive thought about a brand orservice
may be based on real knowledge, opinion,or faith
Attitude
describes a persons evaluations, feelings
and tendencies toward an object or idea They are difficult to change
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Needs and MotivationNeeds and Motivation
Needs are the essence of themarketing concept. Marketers donot create needs but can makeconsumers aware of needs.
Motivation is the driving force withinindividuals that impels them to
action.
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Model of the MotivationModel of the MotivationProcessProcess
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Types of NeedsTypes of Needs
Innate Needs
Physiological (or biogenic) needs thatare considered primary needs ormotives
Acquired Needs
Learned in response to our culture orenvironment. Are generallypsychological and considered secondaryneeds
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Consumer motivationConsumer motivation
Motivation is an internalstate that drives us to satisfyneeds
Once we activate a need, astate of tension exists thatdrives the consumer to somegoal that will reduce thistension and eliminate the
need Consequently, only unmet
needs motivate
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The Motivation ProcessThe Motivation Process
Motivation:The processes that lead people to
behave as they do. It occurs when a
need arises that a consumer wishes tosatisfy. Utilitarian need: Provides a functional
or practical benefit
Hedonic need:
An experiential needinvolving emotional responses orfantasies
Goal:
The ends
tate that is
des
ired by theconsumer.
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The Motivation ProcessThe Motivation Process
Drive:
The degree of arousal present due to adiscrepancy between the consumers present
state and some ideal state Want:
A manifestation of a need created by personaland cultural factors.
Motivation can be described in terms of: Strength: The pull it exerts on the consumer
Direction: The particular way the consumerattempts to reduce motivational tension
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Motivational DirectionMotivational Direction
Needs Versus Wants: Want: The particular form of consumption
used to satisfy a need.
Types of Needs Biogenic needs: Needs necessary to maintain
life
Psychogenic needs: Culture-related needs (e.g.need for status, power, affiliation, etc.)
Utilitarian needs: Implies that consumers willemphasize the objective, tangible aspects ofproducts
Hedonic needs: Subjective and experientialneeds (e.g. excitement, self-confidence,fantasy, etc.)
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Instant Gratification of NeedsInstant Gratification of Needs
We expect todays technicalproducts to satisfy our needs
instantly.
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Goals Structure for WeightGoals Structure for WeightControlControl
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Goals Structure for WeightGoals Structure for WeightControlControl
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Motivational ConflictsMotivational Conflicts Approach-Approach Conflict:
A person must choose between two desirablealternatives.
Theory of Cognitive Dissonance: A state of
tension occurs when beliefs or behaviorsconflict with one another.
Cognitive Dissonance Reduction: Process bywhich people are motivated to reducetension between beliefs or behaviors.
(product bundling)
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Approach-Avoidance Conflict:
Exists when consumers desire a goalbut wish to avoid it at the same time.(weight maintainance)
Avoidance-Avoidance Conflict:
Consumers face a choice between two
undesirable alternatives. (buy new tvvs. get it fixed)
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Motivations and GoalsMotivations and Goals
Positive Motivation
A driving forcetoward someobject orcondition
Approach Goal A positive goal
toward whichbehavior isdirected
Negative Motivation
A driving forceaway from someobject orcondition
Avoidance Goal A negative goal
from whichbehavior isdirected away
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Solutions to ApproachSolutions to Approach--Avoidance ConflictAvoidance Conflict
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Rational versus EmotionalRational versus EmotionalMotivesMotives
Rationalityimplies that consumersselect goals based on totallyobjective criteria such assize,weight, price, or miles per gallon
Emotionalmotives imply theselection of goals according to
personal or subjective criteria
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Maslows Hierarchy of NeedsMaslows Hierarchy of Needs
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This ad reflects
a need foraccomplishmen
t
with atoothpaste.
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A Trio of NeedsA Trio of Needs
Power individuals desire to control
environment
Affiliationneed for friendship, acceptance, and
belonging
Achievementneed for personal accomplishmentclosely related to egoistic and self-
actualization needs
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Criticisms of MaslowsCriticisms of MaslowsHierarchyHierarchy
The application is too simplistic: It is possible forthe same product oractivity
to satisfy every need.
It is too culture-bound:
The assumptions of the hierarchy may berestricted to Western culture
It emphasizes individual needs over groupneeds
Individuals in some cultures place more valueon the welfare of the group (belongingnessneeds) than the needs of the individual(esteem needs)
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Mechanism of MotivationMechanism of Motivationarousalarousal
Cognitive Activity
- Prior knowledge, thinking andreasoning
Situational Conditions
- Advertisement of a soft drink
Stimulus
properties
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