-CONSUMER BEHAVIOR 1.-Introduction -Consumer behavior is about our habits. Goals of advertisement: informing, persuading and remembering. -Questions answered by consumer behavior analysis: • What: selling wine • Who: young people • Why: reason • When: which moment is wine consumed • How: party, formal, habit of every day • Where: home, restaurant • How much: price
Consumer behavior model Engel-Blackwell-Collat
-Was created to describe the increasing fast-growing body of knowledge concerning consumer behavior. -External factors: inputs will be differently understood depending on cultural norms, social class, reference group… -Decisional variables: depending on our beliefs, our motives, our attitudes… -Decision process: recognise problem I want to solve, then start a search of what product or service can be the result to our problem, then avaluate the alterantives, then make choice of the alternative, then purchase and after that we have two outcomes, satisfaction or dissatisfaction. A.Maslow hierarchy of needs -Motivational theory in psychology comprising a five-tier model of human needs.
Self-fulfillment needs
Psychological needs
Basic needs
-Esteem needs: to be recognized, prestige and feeling of accomplishment.
-Self-actualization: all needs disappear, achieving one’s full potential, including creative activities.
2.-Personality theories Psychoanalytic theory -Sigmund Freud. -It-unconscious: where you have all the desires, fears. -Ego-conscious: conscious part. -Super-ego: it’s a frame of behavior. What you have to do or what you don’t have to do.
-You have desire of something (it-unconscious), then your super-ego tells you what is correct or not, and your ego-conscious finally decides.
Self-concept theory -Real self-image: the image we have of ourselves. -Ideal self-image: how we would like to be seen by the others. When the real image is very far away from the ideal image, we call it resonance. -Ideal social self-image: how the society idealizes our image. -Real social self-image: how the society sees us.
-Companies they make a work called 365º analysis in which you see how you think people sees you and your colleagues in the same position to you say the same, bosses too and people under you too. With all this information you can do a good analysis of yourself. Self-image congruity theory -Consumers perceive products or brands such as carrier of image and symbolic meaning. -The use and display of symbols helps to enhance their self-concept. -Motivation lies in improving self-concept by using or ostentation. -Therefore, always choose brands that convey images compatible with your self-image. -Consumers can do very strange things just to have an image for the other people.
Traits of personality theory
-However there are certain common guidelines that can be found in many different individuals together. -It is what we call personality traits. In this case if that can go to sets of individuals to offer our products.
3.-Perceptions’ Structure Perception is different from everyone. We want our brands to be easily recognized. • Stimulus: The interpretation of it is different by everyone and not everyone has the same stimulus. • Organization and interpretation
Stimulus organization -Consumer sight: interpretative bias. -Semiotics: interpretation of symbols • Signifier: stimulus / Signified: what does it mean • Hyper reality -Perceptual position The BIAS: individual aspect -Expectations: every has to be like this, and if things are not like that at the end it’s bad. -Boosters (acceleradors): for regular products (sex), family products (kids) -Perceptual distortions: • Selective attention: you see what you want to see (smoke: fumar mata) • Selective distortion: nothing is true, nothing is a lie, it depends on the color of the glasses with which you are watching. • Selective retention: branding means people retaining your product. This is only retaining only what is important to me.
4.-Behavioral learning associationist theory
-Only it is considered that there has been learning if there have been observable behaviors.
Classical conditioning 1-Before conditioning: we show the food (unconditioned stimulus) to the dog and it salivates. 2-Before conditioning: we show the bell (neutral stimulus) and it doesn’t salivate. 3-During conditioning: we show the bell and the food, and it salivates. 4-After conditioning: when the dog is able to associate the bell to the food, he salivates only with hearing the bell. The neutral stimulus becomes conditioned stimulus and the dog has a conditioned response.
-The classical conditioning is based on repetition of the same stimulus until you learn the lesson. (you learn the product, the brand. • Establish positive & repetitive stimulus to clients so that they understand that it’s my brand and not others. (at least in campaigns)
Instrumental conditioning -When the individual learns to develop determined behaviors based on the positive or negative reward. -In instrumental conditioning there are two kinds of stimulus, one positive and one negative. -Reinforcement: • Contingent • Immediate • State of privation -Punishment: • Default • Punishment 5.-Attitude -Attitude is an idea loaded with emotion, which predisposes to a type of action towards a specific object. -It is an immediate and automatic response to the perception.
Determinants -Object: attitude is always against something concrete, an object. Ex. No m’agrada l’estrella pero si la cervesa. -Direction positive/negative: attitude can be either positive or negative. -Grade: to which extention you like the product. Ex: si t’agrada en un ranking 1 a 5 doncs 5. -Structure: meaning that things are structured from history. Ex: war between palestinian and israelian. -Learning: attitude is something that you learn (you learn from the environment).
Three components model
-Cognitive: it refers that part of attitude which is related in general knowlegdge of person. -Affective: -Conative/Behavioral:
Life styles are related to
-Health -Nature -Technology
Culture definition -An entire complex encompassing knowledge, beliefs, arts, moral standards, laws, customs, other capabilities and habits that a person acquires by being a member of society. -Culture is everything you learn and share with members of a community in society.
Cultural components -Materials: products & services -Immaterials: ideas, habits Culture origin -Invented culture is originated and invested because of ideological system, technological and organizational and how these changes affect culture. -Learned: there are different ways of learning about the culture (formal, informal, technical) -Our culture is shared, is differentiated (we are different among us) -It causes satisfaction -It is prescriptive: meaning is something compulsory, even if you don’t like your culture, there are some things you must do no matter what. -Organized and integrated -Adaptive and Dynamic
Cultural elements -Ecology: understood as a system adapted to its habitat. -Social structure: the order to social system: family, government standards -Ideology: people’s ideas on how persons are related with the rest of individuals and groups in your world.
SOCIAL NORMS -Custom: norm transmitted from the past and regulates some functional issues eg. family standard. -Moral norm: custom imbued with moral sense, often beyond la. It is changing around the world and have to know how is now working. -Connventions: agreement on everyday behavior that help our integration in the society. Know what is conventioned or not in the society we are working.
6.-Groups Influences -Informational influence decision-making: the group is always the first information you will see when you make a decision. -Normative influence: The group imposes its rules and patterns of behavior. -Identification influence: the members of the group are guided by the values of the group, because this behavior generates confidence and trust in its members -They influence the products that you want to own. Many choices are based on imitating other people -Influence the choice of brand -Influence the way to use these products -Introduce in its member conduct guidelines Groups classification -Participation: • Primary • Secundary -Organization: • Formals • Informals -Belonging: • Membership • Reference -Brand community: is a consumer group that shares a set of social relationships from the use of or interest in a product. -Tribe of consumers: goes far beyond the product or brand loyalty weaving a set of beliefs, moral standards, to create a lifestyle.
Opinion leaders -Celebrities: they are influenceable but are not related to the product. -Opinion leader: authorities of some topic like fashion. -Common man: is in a given moment there is a person who has influence in something. Ex: people making comments in Trip-advisor and are given medals.
7.-Problem recognition -In a marketing context a problem is the gap between the ideal or real situation related to an object. -Explanation: awaking theory that the moment your real and ideal situation there is a big gapàyou realize and act: 1. Because real situation is much real than ideal 2. Your real situation is miserable -First part consumer has to do, what is the problem that he wants to resolve.
Types of decisions -Routine Purchases: there are items consumers are used to purchasing every day,. Customers spend very little time deciding whether or not to purchase these items and don't typically need more information. -Limited Decision Making: the consumer may research a few options, but the search is not as thorough, or as time consuming, as with a higher priced item. -Extensive Decision Making: consumers spend substantial amounts of time researching a high number of potential options before they buy. The decision making process lasts longer, as the consumer is investing a substantial amount of money.
