MKT20025 Consumer Behaviour 代写

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    • MKT20025
    Consumer Behaviour
    Summer Semester, 2016
    Lecture 1
    Introduction to CB
    Consumer Decision Making
    Process
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    Course Lecturers:
    Daniel Rayne
    Lecturer
    Dushan Jayawickrama
    Convenor & Lecturer
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    Dan’s Background - education
    BA in Business, LaTrobe University
    Masters in International Business, Swinburne
    Reading for PhD Business, Swinburne
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    Daniel’s Background - Career
    Tutor/Lecturer:
    > Swinburne University
    > RMIT
    Subjects:
    > Consumer Behaviour
    > International Business
    > Fundamentals of
    Marketing
    > Marketing Strategy &
    Planning
    Business Strategist:
    > Elite (BP)
    Marketing and Research:
    > Orica
    > Reliance (BP)
    > Brazil English school
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    Dushan’s Background
    B.Sc. Marketing Management (Sri Lanka)
    M.Sc. Management (Sri Lanka)
    CTHE (Sri Lanka), SEDA (UK)
    Reading for PhD Marketing, Swinburne
    Teaching experience in the areas of marketing and consumer behaviour
    5 years in Australia
    9 years overseas
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    Objectives
    1. Describe and apply insights of consumers using the
    theoretical principles of human behaviour.
    2. Analyse the relationship between psychological and
    social drivers behind consumer behaviour and marketing.
    3. Classify and evaluate theories of the consumer decision-
    making processes.
    4. Apply consumer behaviour principles in a variety of
    contexts, and in an ethical manner.
    5. Communicate their thinking regarding these principles in
    a style appropriate for a business environment
    individually and in teams.
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    Assessment
     Assignment 1 (Individual)  20%
     Assignment 2 (Group- 3 students) 30%
     Final Exam  50%
    Textbook
    Title: Consumer Behaviour
    Authours: Schiffman,L.,
    O’Cass, A., Paladino, A., &
    Carlson, J.
    Year: 2014
    Edition: 6 rd Edition.
    Publisher: Pearson Education
    Australia.
    Place published: Frenchs
    Forest N.S.W.
    Introduction to Consumer Behaviour
    &
    Consumer Decision Making Process
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    Learning Objectives
    - To understand what consumer behaviour is and the different types of
    consumers.
    - To understand why marketers study consumer behaviour.
    - To understand the relationship between consumer behaviour and the
    societal marketing concept.
    - To understand what a consumer decision is.
    - To understand the three levels of consumer decision making.
    - To understand four different views or models of consumer decision
    making.
    - To understand in detail the model of consumer decision making
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    What is consumer behaviour?
    Consumer behaviour is the behaviour that consumers
    display in searching for, purchasing, using, evaluating and
    disposing of the products and services that they expect will
    satisfy their needs (Schiffman et al., 2014, p. 4).
    The study of consumer behaviour includes:
    - how consumers think - what they buy
    - why they buy it - how often they buy it
    - how often they use it - how they dispose of it.
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    When acting as consumers, individuals have one
    goal in mind:
    To obtain goods and services that meet their needs
    and wants.
    This requires solutions to problems, and the
    process is often complex.
    What is consumer behaviour
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    Consumer roles: Buyers, payers and users
    The marketplace activities of individuals entail three
    functions:
    1. the consumer (user) - who consumes or uses the
    product
    2. the buyer - who undertakes activities to procure or
    obtain the product
    3. the payer - who provides the money (or other value)
    to obtain the product.
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    Target the Consumer
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    Targeting the Buyer
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    Target the payer
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    Why Study Consumer Behaviour?
     By studying consumer behaviour we try to
    understand & gain insight into:
     Consumer decision making processes
     What we buy, how we buy, and why we buy
     Enables us to become better consumers and
    marketers
     We try to gain a better understanding of consumer
    related behaviour and why individuals act in
    consumer related ways.
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    WHY Study Buyer Behaviour ?
    HOW do marketers know
     Which people to target
     Where to reach them
     What messages to communicate
     What media to use
     What distribution method is best
     Differences between groups
     How to keep customers ?????
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    Development of the marketing concept
    Production
    concept
    Product
    concept
    Selling
    concept
    Marketing
    concept
    Societal
    marketing
    concept
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    Societal marketing concept
    A restructured definition of the marketing concept:
    Seeks to fulfil the needs of the target audience in ways that
    improve society as a whole, while also fulfilling the objectives of
    the organisation.
    Marketers should adhere to principles of social responsibility in
    the marketing of their goods and services and satisfy the needs
    and wants of their target markets in ways that preserve and
    enhance the well-being of consumers and society.
    Range Rover Evoque - Sustainability
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    What is a decision?
    A decision is the selection of an action from two or
    more alternative choices.
    > Note: This includes the decision of whether or
    not to make the purchase, and which brand to
    purchase.
    A forced choice (no alternatives) is known as
    Hobson’s choice: and are therefore forced to make
    a particular purchase.
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    Four views of consumer decision making
    Economic model  Passive model
    Cognitive model  Emotional model
    Decision-making
    models
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    Consumer Decision Making Models
    Economic (rational) Model
    Consumer makes economically rational decisions → aware of all
    alternatives → can evaluate pros and cons → make best
    decision.
    Unrealistic because of consumer limited skill sets and pre-existing
    habits and values.
    Passive Model
    Consumer is depicted as being easily persuaded by marketing
    techniques → conceptualised as submissive.
    Ignores scenarios where consumers are equal / dominant within
    the buying situation.
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    Consumer Decision Making Models (cont.)
    Cognitive (problem-solving) Model
    Consumer depicted as problem solver → receptive / seeking products or
    services that fulfill their needs.
    Focus is on how consumers seek + evaluate information.
    Does not predict economically rational decisions.
    Emotional Model
    Focus is on the emotional issues that influence purchase decisions (e.g. fear,
    hope, fantasy, joy etc.).
    Consumer spends less time on eliciting information and evaluation.
    Emphasis is on current mood and feelings (e.g. self-rewards),
    but this does not mean the decision is irrational .
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    Levels of Consumer Decision Making
    Extensive Problem
    Solving
    Limited Problem
    Solving
    Routinised Response
    Behaviour
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    A Continuum of Buying Decision Behavior
    Routine response
    behavior
    Limited
    problem solving
    Extensive
    problem solving
    Low-cost products
    Frequent purchasing
    Low consumer involvement
    Familiar product class
    and brands
    Little thought, search, or
    time given to purchase
    More expensive products
    Infrequent purchasing
    High consumer involvement
    Unfamiliar product class
    and brands
    Extensive thought, search,
    or time given to purchase
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    A simple model of consumer decision making
    Input
    • Firms’ marketing strategies
    • Sociocultural environment
    Process
    • Need recognition
    • Pre-purchase search
    • Evaluation of alternatives
    Output
    • Purchase
    • Post-purchase evaluation
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    A simplified model of consumer decision making
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    Marketing inputs
    Inputs
    Product
    Packaging
    Mass media
    advertising
    Direct
    marketing
    Personal selling  Brand  Pricing
    Channels
    utilised
    Promotional
    strategies
    Target
    markets
    Overall
    strategies
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    Sociocultural inputs
    Inputs
    Discussion with
    friends
    Usage by
    others
    Mass media
    editorial
    Comments from
    experts
    Internet discussion
    groups
    Culture
    Subculture
    Government
    advertising
    Lobbying
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    Process
    Need recognition  Pre-purchase search
    Evaluation of
    alternatives
    Process is concerned with how consumers make decisions.
    It has three steps and is influenced by the psychological
    field.
    The psychological field has two key concepts: perceived risk
    and the evoked set.
    Engel, Kollat and Blackwell (1978)
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    1. Need recognition: actual versus desired state model
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    2. Pre-purchase (Information) Search
    Consumers rely on past experiences (memory) as an internal
    source of information.
    If this is insufficient then consumers undertake an external
    search for information.
    Extent of external search determined by:
    > level of product knowledge
    > perceived risk
    > perceived impact information will have on quality of
    decision
    > available time
    > ease of obtaining information.
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    A Framework for Consumer Information Search
    Prepurchase Search
    Ongoing Search
    Determinants
    Involvement with the purchase
    Involvement with the product
    Motives
    Making better purchase decision
    Building a bank of information for future use
    Experiencing fun and pleasure
    Outcomes
    Increased product and market knowledge
    Better purchase decisions
    Increased satisfaction with the purchase outcomes
    Increased product and market knowledge leading to
    - future buying efficiencies
    - personal buying
    Increased impulse buying
    Increased satisfaction from search and other outcomes
    Solomon Consumer Behaviour 7e © 2006 Pearson Education, p. 309
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    Types of perceived risks
    Functional risk
    Product will not work as
    well as expected (or meet
    the need)
    Physical risk
    Product may not be safe
    (for self or family)
    Financial risk
    Product will not be worth
    its cost
    Social risk
    Possible social
    embarrassment as a
    result of the purchase
    Psychological risk
    Risk a poor product
    choice will impact on
    consumer’s self-esteem
    Time risk
    Amount of time spent in
    product search will be
    wasted if product does not
    perform as expected
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    Factors that increase pre-purchase search
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    3.Evaluation of alternatives
    Consumers rely on two types of information:
    1. their evoked set – list of brands or stores
    from which they will make their selection
    2. the criteria they use to evaluate each
    brand.
    Evoked set also called the consideration set.
    The evoked set is a small number of brands.
    The criteria used to evaluate brands is usually
    based on important product attributes.
    Consideration set - Gumtree
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    The evoked set as a subset of all brands in a product class
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    Consumer decision rules
    • Consumer evaluates brands in terms of each
    attribute and computes a summated score
    for each brand
    • Allows a positive evaluation on one attribute
    to balance out a negative evaluation on
    another attribute
    Compensatory decision rules
    • Does not allow consumers to balance
    positive evaluations on one attribute against
    a negative evaluation on another attribute
    • Products with a negative evaluation on key
    attributes are eliminated from further
    consideration
    Non-compensatory decision rules
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    Consumer decision rules - ratings
    Copyright ©2014 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
    9781442561533/Schiffman/Consumer behaviour/6e
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    4. Purchase behaviour
    1.Trial purchases:
    > first-time purchase of a product, usually designed to
    evaluate the brand.
    2.Repeat purchases:
    > consumer has found the product satisfactory and
    repurchases.
    3.Long-term commitment purchases:
    > purchase of durable goods (e.g. fridge, stove) where a trial
    purchase is not possible.
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    Retail environment, mood and behaviour
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    5. Post-purchase evaluation
    Prior
    expectations
    Product
    performance is
    below
    expectations
    Product
    performance
    exceeds
    expectations
    Product
    performance
    matches
    expectations
    Product
    performance
    Neutral feeling  Dissatisfaction  Satisfaction
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    Strategies to reduce post-purchase cognitive dissonance
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    A model of consumption
    Copyright ©2014 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –9781442561533/Schiffman/Consumer behaviour/6e
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    Relationship marketing
    Why are
    consumers less
    loyal?
    Greater
    choice
    Availability of
    information
    Sense of
    entitlement
    Products
    commoditised
    Financial
    insecurity
    Time scarcity
    Copyright ©2014 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –9781442561533/Schiffman/Consumer behaviour/6e
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    Relationship marketing (cont.)
    Many firms have relationship marketing programs designed
    to encourage loyalty.
    Programs create ongoing communication with customers.
    Programs simulate a sense of belonging.
    Real relationship programs go beyond simple database
    marketing – needs to be the development of a two-way
    valued relationship.
    Copyright ©2014 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –9781442561533/Schiffman/Consumer behaviour/6e
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    Benefits of a loyalty building strategy
    Loyalty building
    strategy
    Reduced
    marketing
    costs
    Lower
    transaction
    costs
    Fewer lost
    customers
    to replace
    Increased
    cross-selling
    More
    positive
    word of
    mouth
    Reduced
    failure costs
    Copyright ©2014 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –9781442561533/Schiffman/Consumer behaviour/6e
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    A simplified model of consumer decision making
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    Consumer Involvement
    Involvement:
    > A person’s perceived relevance of the object based on their
    inherent needs, values and interests.
    – Object: a good, service, advertisement or purchase
    situation.
    Levels of Involvement—from Inertia to Passion:
    > Type of information processing depends on the consumer’s
    level of involvement.
    – Simple processing: only the basic features of the
    message are considered.
    – Elaboration: incoming information is linked to pre-existing
    knowledge.
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    Involvement Theory: Consumers engage in a
    range of information processing activity from
    extensive to limited problem solving, depending on
    the relevance of the purchase.
     Involvement Theory and Media Strategy
     Central and Peripheral Routes to Persuasion
    Involvement Theory – Key Areas
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    Involvement Theory
    Low
    Involvement
    High
    Involvement
    Low Involvement
     Purchases of minimal personal relevance
    Awareness of need → purchase of item
    High Involvement
     Purchases of high personal relevance
    Awareness → evaluation → purchase → adoption/ rejection
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    Different levels of involvement
    Different levels of involvement occur
    with different products.
    Involvement can also differ at
    different stages of the purchase
    process.
    Consumer involvement is considered
    a causal (motivating) factor that
    drives attitudes and decision
    making.
    Is considered to be individual specific
    – the consumer determines the
    level of involvement the product
    has with them.
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    Framework for predicting level of involvement
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    Consumer responses
    Three theories illustrate the concepts of problem solving for
    high and low-involvement consumers:
    1. central and peripheral routes to persuasion theory
    (Elaboration Likelihood Model – ELM)
    2. social judgement theory
    3. informational/transformational theory.
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    Central and peripheral routes to persuasion theory
    • More effective for high involvement
    purchases
    • Consumer more likely to evaluate
    information and products carefully when
    the product is more relevant to them
    • Focus on the attributes of the product
    Central route to
    persuasion
    • More effective for low involvement
    purchases
    • Consumer more likely to engage in
    limited information search and evaluation
    when purchase is less important to them
    • Focus on the presentation of message
    Peripheral route to
    persuasion
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    Examples of Content versus Peripheral
    Cues
    Milk – Product involvement
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    Social judgement theory
    Posits our processing of information about an issue is
    determined by our involvement with the issue
    Highly involved individuals will interpret a message
    congruent with their beliefs as more positive
    (assimilation effect). And one that is not congruent as
    more negative (contrast effect)
    Uninvolved individuals will be more receptive to arguments
    for and against
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    Informational theory
    Informational motivation is seen as
    negative motivation consisting of:
    1. Problem removal
    2. Problem avoidance
    3. Incomplete satisfaction
    4. Mixed
    approach/avoidance
    5. Normal depletion (i.e.
    ‘out of stock’)
    Transformational theory
    Transformational motivation is seen
    as positive motivation consisting
    of:
    1. Sensory gratification
    2. Intellectual stimulation
    3. Social approval
    Informational theory versus
    transformational theory
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    Informational theory versus transformational theory and
    involvement
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    This Week
    Tutorial 1: Introduction to CB and house keeping (meet your tutor and friends)
    Next Week
    Tutorial 2:  Consumer decision making process (case study: eftpos: The
    building of a brand)
    Chapter 3: Needs and Motivation