consumer behavior

• The individual who buys goods and services for his or her own use, for
• household use, for the use of a family member, or for a friend.

• A business, government agency, or other institution (profit or
• nonprofit) that buys the goods, services, and/or equipment necessary for the
• organization to function

Production orientation, Sales orientation, marketing concept

product, price, promotion, place

marketers have more products and services, instantaneous exchanges, collects and analyzes data. consumers have power and information

Depth Interviews, Focus Groups, Projective Techniques, Metaphor Analysis

• Also called one-on-one interview, Usually 20 minutes to 1 hour, Nonstructured, Interviewer will often probe to get more feedback (see following slide for probing), Session is usually
• recorded

• 8-10 participants, Respondents are
• recruited through a screener questionnaire, Lasts about 2 hours, Always taped or videotaped to assist analysis, Often held in front of two-way mirrors, Online focus groups are growing

Zaltman Metaphor Elicitation Technique (ZMET) combines collage research and metaphor analysis to bring to the surface the mental models and the major themes or constructs that drive consumer thinking and behavior.

qualitative, looking at social media and blogs

observation, experimentation, survey questionairres

• expressed through promotion, stating the product’s or service’s capacity to deliver
• specific benefits.

age, gender, marital status, family life cycle, income, education

Based on geography and demographics, People who live close to one another are similar

lifestyles, activities, interests, and opinions

group

cultural

usage rate, usage situation, benefit segmentation, perceived brand loyalty, brand relationship

one segment

Several segments with individual marketing mixes

driving force within individuals that impels them to action.

needs

Physiological (or biogenic) needs that are considered primary needs or motives

Learned in response to our culture or environment. Are generally psychological and considered secondary needs

general categories of goals that consumers see as a way to fulfill their needs

specifically branded products or services that consumers select as their goals

A driving force toward some object or condition, Approach Goal, A positive goal toward which behavior is directed

A driving force away from some object or condition, Avoidance Goal, A negative goal from which behavior is directed away

Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need, dispel tension, may replace original goal over time

frustration

consumers select objective goals, price, size, weight

pride, fear, status

raising level of aspiration

physiological needs, safety and security needs, social needs, ego needs, self-actualization

Power, Affiliation, Achievement

qualitative: metaphor analysis, storytelling, word association and sentence completion

Thematic Apprehension Tests

Personality reflects individual differences, is consistent and enduring, can change

Unconscious needs or drives are at the heart of human motivation

Social relationships are fundamental to the formation and development of personality

Quantitative approach to personality as a set of psychological traits

Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction

Individual’s internal expression of society’s       moral and ethical codes of conduct

Individual’s conscious control that balances the demands of the id and superego

A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs

rely on own values when evaluating products, Innovators

look to others, less likely to be innovators

A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences, High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.

The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations.

VaMeasures a consumer’s degree of variety seeking. Examples include: Exploratory Purchase Behavior, Use Innovativeness, Vicarious Exploration

A person’s craving for enjoyment of thinking, Individual with high NFC more likely to respond to ads rich in product information

Actual Self Image, Ideal Self Image, Social Self Image, Ideal Social Self-Image, Expected Self Image, Out-to Self

is the immediate and direct response of the sensory organs to stimuli, stimulus is any unit of input to any of the senses.

lowest level where senses pick something up, varies by individual

when consumers get used to a sensation. used to a product, ad, etc

Minimal difference that can be detected between two similar stimuli, Just Noticeable Difference, the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

consumers subconsciously which of the stimuli they are going to perceive. depends on a previous experience or motives at the time

product’s physical attributes, package design, brand name, advertising

advertisers use extreme color, size to create stopping power while shopping

Based on familiarity, previous experience or expectations.

Needs or wants for a product or service

consumers seek out messages which are pleasant, they can sympathize, reassure them of good purchases

heightened awareness when stimuli meet their needs, consumers prefer different messages and medium

screening out of stimuli which are threatening

consumers avoid being bombarded by tuning out, tiVo

stereotypes, physical appearances, descriptive terms, first impressions, halo effect

overall image of the company where many products can be featured (disney, apple)

subways healthy

if price is unfair that affects perception

the reference price we compare prices to

price we have in our memory

pricing, image, or storage

the physical characteristics of the product

The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision. the more expensive the higher the risk.

the risk that the product will not perform as expected

risk to self and others

the product will not be worth its cost

a poor product choice will hurt the consumer's ego

too much time wasted in purchasing product

the choice of the product might lead to social embarrassment

seek information, stay brand loyal, select brand image, rely on store image, buy the most expensive model, seek reassurance