Consumer behavior : building marketing strategy PDF
Preview Consumer behavior : building marketing strategy
Consumer Behavior Building Marketing Strategy 10/e Consumer Behavior Building Marketing Strategy 10/e Del I. Hawkins University of Oregon David L. Mothersbaugh University of Alabama Roger J. Best University of Oregon Boston Burr Ridge, IL Dubuque, IA Madison, WI New York San Francisco St. Louis Bangkok Bogotá Caracas Kuala Lumpur Lisbon London Madrid Mexico City Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto CONSUMER BEHAVIOR: BUILDING MARKETING STRATEGY Published by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY, 10020. Copyright ©2007 by The McGraw-Hill Companies, Inc. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a data- base or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc., including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on acid-free paper. 1 2 3 4 5 6 7 8 9 0 DOW/DOW0 9 8 7 6 ISBN-13: 978-0-07-310137-8 ISBN-10: 0-07-310137-0 Editorial director: John E. Biernat Publisher: Andy Winston Sponsoring editor: Barrett Koger Managing developmental editor: Nancy Barbour Executive marketing manager: Trent Whatcott Producer, Media technology: Janna Martin Project manager: Marlena Pechan Production supervisor: Gina Hangos Senior designer: Adam Rooke Photo research coordinator: Lori Kramer Photo researcher: Mike Hruby Media project manager: Joyce J. Chappetto Typeface: 10/12 Times Roman Compositor: Interactive Composition Corporation Printer: R. R. Donnelley Library of Congress Cataloging-in-Publication Data Consumer behavior : building marketing strategy / Delbert I. Hawkins . . . [et al.].—10th ed. p. cm. — (McGraw-Hill/Irwin series in marketing) Includes index. ISBN-13: 978-0-07-310137-8 (alk. paper) ISBN-10: 0-07-310137-0 (alk. paper) 1. Consumer behavior—United States. 2. Market surveys—United States. 3. Consumer behavior—United States—Case studies. I. Hawkins, Del I. II. Series. HF5415.33.U6.C653 2007 658.8'3420973—dc22 2005054357 www.mhhe.com Preface Marketing attempts to influence the way consumers be- Then you would practice applying these principles have. These attempts have implications for the organi- until you developed the ability to produce acceptable zations making them, the consumers they are trying to paintings. If you had certain natural talents, the right influence, and the society in which these attempts teacher, and the right topic, you might even produce a occur. We are all consumers and we are all members of masterpiece. The same approach should be taken by society, so consumer behavior, and attempts to influ- one wishing to become a marketing manager, a sales- ence it, are critical to all of us. This text is designed to person, or an advertising director. The various factors provide an understanding of consumer behavior. This or principles that influence consumer behavior should understanding can make us better consumers, better be thoroughly studied. Then, one should practice ap- marketers, and better citizens. plying these principles until acceptable marketing strategies result. However, while knowledge and prac- tice can in general produce acceptable strategies, great MARKETING CAREERS marketing strategies, like masterpieces, require special AND CONSUMER BEHAVIOR talents, effort, timing, and some degree of luck (what if Mona Lisa had not wanted her portrait painted?). Aprimary purpose of this text is to provide the student The art analogy is useful for another reason. All of with a usable, managerial understanding of consumer us, professors and students alike, tend to ask, “How can behavior. Most students in consumer behavior courses I use the concept of, say, social class to develop a suc- aspire to careers in marketing management, sales, or cessful marketing strategy?” This makes as much sense advertising. They hope to acquire knowledge and skills as an artist asking, “How can I use blue to create a great that will be useful to them in these careers. Unfortu- picture?” Obviously, blue alone will seldom be suffi- nately, some may be seeking the type of knowledge cient for a great work of art. Instead, to be successful, gained in introductory accounting classes; that is, a set the artist must understand when and how to use blue in of relatively invariant rules that can be applied across a conjunction with other elements in the picture. Like- variety of situations to achieve a fixed solution that is wise, the marketing manager must understand when known to be correct. For these students, the uncertainty and how to use a knowledge of social class in conjunc- and lack of closure involved in dealing with living, tion with a knowledge of other factors in designing a breathing, changing, stubborn consumers can be very successful marketing strategy. frustrating. However, if they can accept dealing with This book is based on the belief that knowledge of endless uncertainty, utilizing an understanding of con- thefactorsthatinfluenceconsumerbehaviorcan,with sumer behavior in developing marketing strategy will practice,beusedtodevelopsoundmarketingstrategy. become tremendously exciting. Withthisinmind,wehaveattemptedtodothreethings. It is our view that the utilization of knowledge of First,wepresentareasonablycomprehensivedescrip- consumer behavior in the development of marketing tionofthevariousbehavioralconceptsandtheoriesthat strategy is an art. This is not to suggest that scientific havebeenfoundusefulforunderstandingconsumerbe- principles and procedures are not applicable; rather, it havior.Thisisgenerallydoneatthebeginningofeach means that the successful application of these princi- chapteroratthebeginningofmajorsubsectionsineach ples to particular situations requires human judgment chapter.Webelievethatapersonmusthaveathorough that we are not able to reduce to a fixed set of rules. understanding of a concept in order to successfully Let us consider the analogy with art in some detail. applythatconceptacrossdifferentsituations. Suppose you want to become an expert artist. You Second,wepresentexamplesofhowtheseconcepts would study known principles of the visual effects of have been utilized in the development of marketing blending various colors, of perspective, and so forth. strategy.Wehavetriedtomakeclearthattheseexamples v vi Preface arenot“howyouusethisconcept.”Rather,theyarepre- positive solutions. However, developing sound posi- sentedas“howoneorganizationfacingaparticularmar- tions on these issues requires an understanding of such ketingsituationusedthisconcept.” factors as information processing as it relates to Third, at the end of each chapter and each major sec- advertising—an important part of our understanding of tion, we present a number of questions, activities, or consumer behavior. cases that require the student to apply the concepts. The debates described above are just a few of the many that require an understanding of consumer be- CONSUMING AND havior. We present a number of these topics throughout the text. The objective is to develop the ability to apply CONSUMER BEHAVIOR consumer behavior knowledge to social and regulatory issues as well as to business and personal issues. The authors of this book are consumers, as is everyone reading this text. Most of us spend more time buying FEATURES OF THE and consuming than we do working or sleeping. We consume products such as cars and fuel, services such TENTH EDITION as haircuts and home repairs, and entertainment such as television and concerts. Given the time and energy we Marketing and consumer behavior, like the rest of the devote to consuming, we should strive to be good at it. world, are changing at a rapid pace. Both the way con- Aknowledge of consumer behavior can be used to en- sumers behave and the practices of studying that be- hance our ability to consume wisely. havior continue to evolve. In order to keep up with this Marketersspendbillionsofdollarsattemptingtoin- dynamic environment, the tenth edition includes a fluencewhat,when,andhowyouandIconsume.Mar- number of important features. ketersnotonlyspendbillionsattemptingtoinfluenceour Internet and Technology behaviorbutalsospendhundredsofmillionsofdollars studying our behavior.With a knowledge of consumer The Internet and technology are rapidly changing many behaviorandanunderstandingofhowmarketersusethis aspects of consumer behavior. We have integrated the knowledge,wecanstudymarketers.Atelevisioncom- latest research and practices concerning the Internet mercial can be an annoying interruption of a favorite and technology throughout the text and the cases. Ex- program.However,itcanalsobeafascinatingopportu- amples include: nity to speculate on the commercial’s objective, target audience,andtheunderlyingbehaviorassumptions.In- • Multi-channel shopping deed,giventheubiquitousnatureofcommercials,anun- • e-fluentials and Internet mavens derstandingofhowtheyareattemptingtoinfluenceusor • Behavioral targeting and viral marketing othersisessentialtounderstandourenvironment. • Technographics segments Throughout the text, we present examples that illus- Continued Global Emphasis trate the objectives of specific marketing activities. By studying these examples and the principles on which Previous editions have included a wealth of global ma- they are based, one can develop the ability to discern terial, and this edition is no exception. Most chapters the underlying logic of the marketing activities en- contain multiple global examples woven into the text. countered daily. In addition, Chapter 2 and several of the cases are de- voted to global issues. New global examples include: SOCIAL RESPONSIBILITY • Bollywood (India) goes global AND CONSUMER BEHAVIOR • Roper Starch global lifestyle segments • Starbucks in Asia What are the costs and benefits of direct-to-consumer • Renault taps emerging global markets (DTC) advertising of pharmaceutical products? How much more needs to be done to protect the online pri- Updated DDB Life Style vacy of children? These issues are currently being de- Study™ Data bated by industry leaders and consumer advocacy groups. As educated citizens, we have a responsibility The DDB Life Style Study™ Data is completely new to take part in these sorts of debates and work toward for this edition. It comes from DDB’s 2004 survey (the Preface vii most recent data we can get you access to!) and is devoted to social and regulation issues relating to mar- packed with exciting new variables of interest relating keting practice. Several of the cases are also focused on to culture, self-concept, decision making, marketing ethical or regulatory issues, including all of the cases regulation, technology, and Internet shopping. We following Part Six. think this update offers an improved learning experi- ence for students. Internet Exercises The Internet is a major source of data on consumer be- Addition of a New Author havior and a medium in which marketers use their to the Team knowledge of consumer behavior to influence con- sumers. Asection at the end of each chapter has Inter- Our book is now in its tenth edition. We continue to net assignments to enhance students’understanding of strivetoprovidethemostcurrent,relevant,andbalanced how marketers are approaching consumers using this presentation of consumer behavior in the context of medium. buildingmarketingstrategy.Aspartofthatongoingtra- dition,wearepleasedtoannouncetheadditionofanew authortoourteam—DavidL.MothersbaughfromThe DDB Life Style Study™ Data UniversityofAlabama.Davidbringsthesamepassion, Analyses (New Data for the enthusiasm,anddevotiontothebook’scoremissionthat Tenth Edition!) wehavebeennurturingfornearlythreedecades. Each relevant chapter poses a series of questions that require students to analyze data from the annual DDB CHAPTER FEATURES Life Style Study™survey. These data are available in Each chapter contains a variety of features designed to spreadsheet format on the disk that accompanies this enhance students’understanding of the material as well text. These exercises increase students’ data analysis as to make the material more fun. skills as well as their understanding of consumer be- havior. The DDB data have been completely updated for this edition to include results of their 2004 survey. Opening Vignettes Amajor advantage of this new data is that it includes information on behaviors related to Internet use and Each chapter begins with a practical example that shopping. introduces the material in the chapter. These involve situations in which businesses, government units, or nonprofit organizations have used or misused con- Four-Color Illustrations sumer behavior principles. Print ads, Web pages, storyboards, and photos of point- of-purchase displays and packages appear throughout Consumer Insights the text. Each is directly linked to the text material both by text references to each illustration and by the de- These boxed discussions provide an in-depth look at a scriptive comments that accompany each illustration. particularly interesting consumer study or marketing These illustrations, which we’ve continued to up- practice. Each has several questions with it that are de- date with the tenth edition, provide vivid examples and signed to encourage critical thinking by the students. applications of the concepts and theories presented in the text. Integrated Coverage Ethical/Social Issues Review Questions Marketers face numerous ethical issues as they apply The review questions at the end of each chapter allow their understanding of consumer behavior in the mar- students or the instructor to test the acquisition of the ketplace. We describe and discuss many of these issues. facts contained in the chapter. The questions require These discussions are highlighted in the text via an memorization, which we believe is an important, “ethics” icon in the margin. In addition, Chapter 20 is though insufficient, part of learning. viii Preface Discussion Questions Consumer Research Methods Overview Thesequestionscanbeusedtohelpdeveloportestthe students’understanding of the material in the chapter. Appendix A provides a brief overview of the more Answeringthesequestionsrequiresthestudenttoutilize commonly used research methods in consumer behav- thematerialinthechaptertoreacharecommendation ior. While not a substitute for a course or text in mar- or solution. However, they can generally be answered keting research, it is a useful review for students who withoutexternalactivitiessuchascustomerinterviews; have completed a research course. It can also serve to therefore,theycanbeassignedasin-classactivities. provide students who have not had such a course with relevant terminology and a very basic understanding of Application Activities the process and major techniques involved in consumer research. The final learning aid at the end of each chapter is a set of application exercises. These require the students to Consumer Behavior Audit utilize the material in the chapter in conjunction with external activities such as visiting stores to observe AppendixBprovidesaformatfordoingaconsumerbe- point-of-purchase displays, interviewing customers or havior audit for a proposed marketing strategy. This managers, or evaluating television ads. They range in auditisbasicallyalistofkeyconsumerbehaviorques- complexity from short evening assignments to term tions that should be answered for every proposed projects. marketingstrategy.Manystudentshavefounditpartic- ularlyusefulifatermprojectrelatingconsumerbehav- ior to a firm’s actual or proposed strategy is required. OTHER LEARNING AIDS IN THE TEXT SUPPLEMENTAL LEARNING Three useful sets of learning material are presented MATERIALS outside the chapter format—cases, an overview of con- sumer research methods, and a format for a consumer We have developed a variety of learning materials to behavior audit. enhance the student’s learning experience and to facili- tate the instructor’s teaching activities. Please contact Cases your local Irwin/McGraw-Hill sales representative for assistance in obtaining ancillaries. Or visit the There are cases at the end of each major section of the McGraw-Hill Higher Education Web site at www. text except the first. Many of the cases can be read in mhhe.com. class and used to generate discussion of a particular topic. Students like this approach, and many instructors Instructor’s Presentation CD ROM find it a useful way to motivate class discussion. Other cases are more complex and data intense. The Instructor’s CD ROM to Accompany Consumer They require several hours of effort to analyze. Still Behavior includes all of the instructor’s resources others can serve as the basis for a term project. We have available for Consumer Behavior in electronic form used several cases in this manner with success (the as- and an easy interface that makes it even easier to access signment is to develop a marketing plan clearly identi- the specific items the instructor wants to use: fying the consumer behavior constructs that underlie the plan). • Instructor’s Manual Each case can be approached from a variety of an- The Instructor’s Manual contains suggestions for gles. A number of discussion questions are provided teaching the course, learning objectives for each with each case. However, many other questions can be chapter, additional material for presentation, lec- used. In fact, while the cases are placed at the end of the ture tips and aids, answers to the end-of-chapter major sections, most lend themselves to discussion at questions, suggested case teaching approaches, and other points in the text as well. discussion guides for each case. Preface ix • Test Bank and Computerized Test Bank (All ACKNOWLEDGMENTS New forthe 10th Edition!) The test bank for the tenth edition is completely We enjoy studying, teaching, consulting, and writing new and improved. Laurie Babin (University of about consumer behavior. Most of the faculty we know Southern Mississippi) has created over 2000 ques- feel the same. As with every edition of this book, our tions ranging from multiple-choice, to true-false, to goal for the tenth edition has been to make a book that short-answer. These questions are coded according students enjoy reading and that excites them about a to degree of difficulty and are designed with the fascinating topic. flexibility to suit your students’ needs and your Numerous individuals and organizations helped us teaching style. These questions cover all the chap- in the task of writing this edition. We are grateful for ters, including material in the opening vignettes and their assistance. At the risk of not thanking all who de- in the Consumer Insights. Questions are marked serve credit, we would like to thank Martin Horn at with a page number so that instructors can make DDB, Tom Spencer at Claritas, Shannon McDonald at quick reference back to the book. eMarketer, Rick Bruner at DoubleClick, and Carrie • Digital Four-ColorAd Set Hollenberg at SRI Consulting Business Intelligence. A set of digital four-color images of ads, picture Alexa Martinez Given and Tracy Bradshaw (The Uni- boards, point-of-purchase displays, and so forth is versity of Alabama) deserve special thanks for their included. These items are keyed to specific chap- countless hours of research and analysis. tersinthetext.TheInstructor’sManualrelatesthe- We would also like to thank the many members of sesitemstotherelevantconceptsinthetext. the McGraw-Hill Higher Education team, including • PowerPoint Program (All New for the 10th Barrett Koger, Nancy Barbour, Marlena Pechan, Gina Edition!) Hangos, Joyce Chappetto, Adam Rooke, and Janna The tenth edition comes with a completely new and Martin. Particular thanks are also due to the many peo- more comprehensive set of PowerPoint slides for ple who helped us in the development of this text. We each chapter. They include the key material from believe that the tenth edition is improved because of each chapter as well as additional illustrations yourefforts:JurgitaBaltrusaityte,UniversityofIllinois; andexamples to enhance the overall classroom ex- Robert Bergman, Lewis University; Sheri Bridges, perience. These PowerPoints can be used “off the Wake Forest University; Hongsik John Cheon, shelf,” in combination with the instructor’s own FrostburgStateUniversity;SharonDelay,HondrosCol- materials, and/or can be combined with the digital lege;DavidHagenbuch,MessiahCollege;LeeHibbitt, four-color ad set to create powerful presentations Freed-Hardeman University; Martie R. Kazura, Berea which include both text and non-text materials. College; Nora Martin, Claflin University; George Miaoulis,Jr.,LynchburgCollege;CarlosMoore,Baylor University; Patricia Pulliam, Benedictine College; Video Cases Patrick Quinlan, Adrian College; Esmeralda de los A set of video cases is available to adopters. These Santos,UniversityofIncarnateWord;LoisSmith,Uni- videos describe firm strategies or activities that relate versity of Wisconsin-Whitewater; Mita Sujan, Tulane to material in the text. Aguide for teaching from the University; William Williamson, Govenors State Uni- videos is contained in the Instructor’s Manual. versity; Alan R. Wiman, Rider University; Joseph Wisenblit, Seton Hall University; David Wright, AbileneChristianUniversity. Text Web site Finally, to our colleagues at Oregon and Alabama— The book-specific Online Learning Center, located Thanks for your ongoing support, encouragement and at www.mhhe.com/hawkins10e, offers comprehen- friendship. sive classroom support by providing resources for both instructors and students. For instructors, it gives access to downloadable teaching supplements (Instructor’s Del I. Hawkins Manual and PowerPoint slides), resource links, and David L. Mothersbaugh PageOut. For students, it offers resource links and quizzes for self-testing. Roger J. Best Walkthrough Opening Vignette KNOWING CONSUMER BEHAVIOR The chapter openers feature vignettes that focus on practical examples that introduce the consumer Marketing attempts to influence the way behavior concepts covered in the chapter. consumers behave. These attempts have implications for the organizations making the attempt, the consumers they are trying to influence, and the society in which these attempts occur. We are all con- sumers: the authors of this book are con- sumers, as is everyone reading this text, and we are all members of society, so consumer behavior, and attempts to influ- ence it, are critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumers, better marketers, and better citizens. Throughout the text, we present examples 530 that illustrate the objectives of specific marketing activities. By studying these examples and the principles on which they are based, one can develop the ability to discern the underlying logic of the mar- Courtesy Nike, Inc. keting activities encountered daily. Given the time and energy we devote to consum- ing, we should strive to be good at it, and a knowledge of consumer behavior can be used to enhance our ability to consume wisely. ILLUSTRATION6-8 This ad for Antec computers recog- nizes that teens often play an impor- tant role in influenc- ing family decisions relating to technol- Four-Color ogy. Illustrations Print ads, Web pages, storyboards, and photos of point-of-purchase displays and packages appear Courtesy Lewis P.R., Inc. throughout the text.
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