1、Lesson 4CONSUMER BEHAVIOURPRINCIPLES OF MARKETING MKT 1003, WEEK 4BY JANET LIAU15-2Learning ObjectivesDescribe the stages in the consumer purchase decision process.Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.Understand

2、the Psychological, Socio-cultural and Situation influences on consumer purchase decision process.25-3The Purchase Decision Process35-4Problem RecognitionDesired Existing StatePerceive a needTrigger purchase 4Information SearchInternal SearchExternal SearchPersonal SourcesPublic SourcesMarket-Dominat

3、ed Sources55-6Alternative EvaluationEvaluative CriteriaConsideration Set65-7Purchase DecisionDecide from Whom to BuyDecide When to Buy75-8Postpurchase BehaviourCognitive DissonanceMarketing Matters: The Value of a Satisfied Customer85-9Consumer InvolvementInvolvementExtended Problem SolvingLimited P

4、roblem SolvingRoutine Problem Solving95-10Consumer Involvement105-11Consumer InvolvementLow Involvement for Market LeaderMaintain Product QualityAvoid StockoutsRepetitive reminder advertisingLow Involvement for ChallengerBreak habitGetting brand into consideration set11Consumer InvolvementHigh Invol

5、vement: Provide more information through ads, personal selling, social media, PRGenerate consumer engagement and experienceManage post purchase dissonance12Consumer InvolvementWhat about mobilephones?13Mobile Phone Buying ProcessThink carefully about your experiences in the purchase of the mobile or

6、 smart phone you are currently using. Try to recall your personal encounters and reconstruct the process you went through and the influences which affected the process. What concepts covered in this lesson are applicable and what are not? Do put in some time to think through and recall your buying e

7、xperiences carefully.What is the buying process you go through in this purchase? What are the steps or phases and what happened at each stage? Draw a flowchart to depict this process and be ready to show the class through the visualizer when called upon by your instructor.145-15Influences on the Con

8、sumer155-16Buying Situational InfluencePurchase TaskSocial SurroundingsPhysical SurroundingsTemporal EffectsAntecedent States Question: Explain each and give example.165-17Psychological InfluencesMotivationStimulates consumer to satisfy needsMaslows Hierarchy of Needs175-18Hierarchy of needs 185-19P

9、sychological InfluencesPersonalityGuides and directs behaviorPersonality Traits and National CharacterSelf-ConceptHow I see myselfWhat I believe others see meActual vs Ideal19Personality/Self -Concept205-21Psychological InfluencesPerceptionSelective PerceptionSelective ExposureSelective Comprehensio

10、nSelective Retention215-22Psychological InfluencesAbsolute and Relative ThresholdAbsolute Threshold is the lowest level of intensity at which a stimulus can be detected e.g. size of text and impact of visualRelative Threshold is the amount that a stimulus of a standard intensity that must be changed

11、 in order for a difference to be detected e.g is a price change big enough to gain noticed and get reaction? Subliminal Perception225-23Psychological InfluencesPerceived RiskFinancialPerformancePsychologicalStrategies to Reduce Perceived RiskObtain Seals of ApprovalSecure EndorsementsProvide Free Tr

12、ials/SamplesGive Extensive InstructionsProvide Warranties23CueResponseReinforcementDrive (Hunger)5-24Psychological InfluencesLearningBehavioral LearningDeveloping automatic responses built through repeated exposure245-25Psychological InfluencesBehavioral LearningStimulus GeneralizationStimulus Discr

13、imination25Example of Stimulus Generalization brand extension26Example of Stimulus Generalization sales promotionVS27Example of Stimulus Discrimination use of colours28Example of Stimulus Discrimination use of colours29Psychological InfluencesCognitive LearningLearning through thinking, reasoning an

14、d applying Brand Loyalty Reinforcement leads to habit formation30Psychological InfluencesAttitudeLearned predisposition to respond in a consistently favourable/unfavourable way to an object3 LevelsDescriptionCognitiveBrand awareness & belief formationAffectivePositive/Negative feeling developedConat

15、iveFavorable/Unfavorable behavior occurs(accept/reject brand)31Multi-attribute Attitudinal ModelMultivariate Attitudinal Model (Fishbein) kAttbrand = biei i = 1 Attbrand = Attitude toward brandbi = Belief of brands performance on attritbute iEi= Evaluation of attribute isk = Number of attributesi =

16、1,2,3.k32Multi-attribute Attitudinal ModelAttitudeImportanceBank A* Bank BBank CConvenience 6 6 8 5Interest charged 8 5 6 6Interest paid 9 7 7 6Range of Services 7 8 4 5Friendliness 3 9 5 5Overall Attitude 222 202 182*hypothetical scores from 1 to 9 rating scale with 1 being unfavourable and 9 being

17、 favourable33Multi-attribute Attitudinal ModelIntuitive appealMultidimensional nature of productsEvaluative criteria used not equal in importancePoor performance on one attribute can be offset by superior performance on othersPinpoints what attributes can be used to develop/change marketing strategy

18、34LifestylePsychographics5-35Psychological Influences35Psychological InfluencesYour VALS ProfileRead p. 140-141 of the text and go to to learn about the VALS framework.Go to and take the VALS survey. From the survey results, identify and understand your VALS profile.Do you agree with the description

19、s of your VALS profile? In general, what are your views of the VALS framework? 36Your VALS ProfileRead p. 136-137 of the text and go to Strategic Business Insights to learn about the VALS framework. Take the VALS survey and from the survey results, identify and understand your VALS profile.Should To

20、yota target you based on your VALS pro the following offerings? What marketing strategy should Toyota use to win your business?iQ electric vehicle offered by Toyota with zero CO2 emissions.Lexus LS 460 priced at $508,000 and above. The LS series is a statement in itself and everything you expect in

21、an ultra-luxury sedan4Runner TRD Pro, an adventure and off-the-road vehicle. 37Psychological InfluencesQuestion: How did each of the psychological influences, such as 1) motivation, 2) perception, 3) learning, 4) belief, 5) attitude, 6) personality and 7) lifestyle, affect the buying process of a mo

22、bile phone? Specifically at which stage of the buying process?385-39Sociocultural InfluencesPersonal InfluenceOpinion LeadersWord of MouthBuzz395-40Sociocultural InfluencesReference GroupsMembership GroupAspiration GroupDissociative Group405-41Sociocultural InfluencesFamily InfluenceConsumer Sociali

23、zationFamily Life CycleFamily Decision Making415-42Modern family life cycle stages and flows 425-43Sociocultural InfluencesSocial ClassUpper ClassMiddle ClassWorking/Lower Class435-44Sociocultural InfluencesCultureSubcultureRacial/EthnicSexual OrientationActivities44Sociocultural Influences on Buyin

24、g Question:How did each of the sociocultural influences, such as 1) reference groups, 2) family, 3) social class, 4) culture and 5) subculture, affect the buying process of a mobile phone? Specifically at which stage of the buying process?45Applying Consumer Behavior ConceptsExplain what consumer be

25、haviour concepts are depicted in the following scenarios. Describe the concepts and explain what marketing managers can do to improve marketing performance in these circumstances.Super Fairprice Company gave 10% discount for purchases made during May Day (or Labour Day) on 1 May 2012, 1 May 2013 and

26、 1 May 2014. On 1 May 2015, Fairprice did not give any discount. Consumers were disappointed. Many had delayed purchases to be made in the last week of April.Alfa Romeo launched a model of car with the number 164 since the engine displacement was 1640 cc. It did not sell well in the Singapore and Ho

27、ng Kong markets as the number was considered unlucky.46Applying Consumer Behavior ConceptsSusan and Roger are expecting their first child. They have stopped spending money on decorative items for their lovely home as most of these items are breakable and will not be safe when their new child is able

28、 to move around the house. They have, instead, looked at baby toys, clothing and educational products and have, in fact, bought some baby toys and clothing already.Susan and Roger love the game of soccer. Roger is a team member of Jurong United, an amateur male soccer team while Susan is a team member of Yishun Rovers, a lady soccer team. They often wear football jerseys and watch English Premier League socc