The Consumer Audience

The Consumer Audience

Chapter 5

How Does Consumer Behavior Work?

•      Consumer behavior

–   Describes how individuals or groups select, purchase, use, or dispose of products – as well as describing the needs that motivate these behaviors

Cultural and Social Influences

Culture

•      Tangible items and intangible concepts that together define a group of people or a way of life

Social Class

•      The position a person and his/her family hold within society

Cultural and Social Influences

Reference Groups

•      A group of people who are used as a guide for behavior in specific situations

Family

•      Two or more people who are related by blood, marriage, or adoption and live in the same household

Cultural and Social Influences

Demographics

•      The statistical, personal, social, and economic characteristics that describe a population

Characteristics

•      Age

•      Sexual orientation

•      Race and ethnicity

•      Occupation

•      Income

•      Geography

Psychological Influences

Perception/State of Mind

•      Affects how people perceive information as well as determines the particular pattern of consumer behavior

Motivations

•      Internal forces that stimulate people to behave in a particular manner

•      Produced by the tension caused by an unfulfilled need

Psychological Influences

Attitudes and Values

•      Attitudes impact motivations

•      Influence how consumers evaluate products, institutions, retail stores, and advertising

Personality

•      Distinctive characteristics that make people or brands individual

•      Brand personalities make them distinctive from their competitors

Psychological Influences

Psychographic Influences

•      Lifestyle and psychological characteristics that have a bearing on how people make decisions

Psychographics

•      Lifestyles

–    Looks at the ways people allocate time, energy, and money

•      The VALS system

–    Lifestyle profiles that collectively reflect a whole culture

•      Trends

Behavioral Influences

•      Usage behavior

–   How much of a product category or brand customers buy

•      Innovation and adoption

–   How willing people are to be innovative and try something new

The Consumer Decision Process

•     Need recognition

•     Information search

•     Evaluation of alternatives

•     Purchase decision

•     Postpurchase evaluation

•      The consumer recognizes the need for a product

•      Advertising should activate or stimulate this need

The Consumer Decision Process

•     Need recognition

•     Information search

•     Evaluation of alternatives

•     Purchase decision

•     Postpurchase evaluation

•      Can be casual or formal

•      Advertising helps the search process by providing information and making it easy to find, as well as remember

The Consumer Decision Process

•     Need recognition

•     Information search

•     Evaluation of alternatives

•     Purchase decision

•     Postpurchase evaluation

•      Consumers compare various products and reduce the list of options

•      Advertising helps sort out products on the basis of tangible and intangible features

The Consumer Decision Process

•     Need recognition

•     Information search

•     Evaluation of alternatives

•     Purchase decision

•     Postpurchase evaluation

•      Often a two-part decision

–    Select the brand

–    Select the outlet from which to purchase

•      In-store promotions affect these choices

The Consumer Decision Process

•     Need recognition

•     Information search

•     Evaluation of alternatives

•     Purchase decision

•     Postpurchase evaluation

•      The customer reconsiders and justifies the purchase

•      Determines whether the customer will keep the product, return it, or refuse to buy the product again

Segmenting and Targeting

•      Segmenting

–   Dividing the market into groups of people who have similar characteristics in certain key product-related areas

•      Targeting

–   Identifying the group that might be the most profitable audience

Segmenting and Targeting

•      Market aggregation strategy

–   When planners purposefully use one marketing strategy that will appeal to as many audiences as possible

•      Market segmentation

–   Assumes that the best way to sell is to recognize  differences within the broad market and adjust strategies and messages accordingly

Segmenting and Targeting

•      Types of segmentation

–    Demographic segmentation

–    Geographic segmentation

–    Psychographic segmentation

–    Behavioral segmentation

–    Benefits segmentation

•      Sociodemographic segments

•      Niche markets

–    Defined by some distinctive trait

Segmenting and Targeting

•      Targeting the right audience

–   The target is described using the variables that separate this prospective consumer group from others who are not in the market

•      Profiling the target audience

–   Describing the target audience as if they are people you know

–   Used in developing media and message decisions

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