Consumer behaviour

178 Pages·2016·7.15 MB·English

BASICS BASICS
Publisher’s note Hayden Noel
Marketing Marketing
01 01
Ethical practice is well known, Featured topics Basics Marketing: Consumer H B Dr Hayden Noel is an assistant
a a
taught and discussed in the domains age and consumer identity behaviour uses a wide range of y s professor in the College of Business
osof mcioeldoigcyin beu, lta wwa, ss,c uiennticl ere acnedn tly, cccooonngnssuuitmmiveeerr d pmiseosrtocivenapatntiioconen arenadl- pwroarcldtic eaxla smtupdleesn,t ceaxseerc sistueds iteos den N ics M Consumer Aofd Imllininoisist raatt iUonrb aatn tah-eC Uhnaimveprasiigtyn .
o a
rarely discussed in terms of the decision making provide you with a rounded view of e rk He has published articles in leading
ethnic subcultures l e
Applied Visual Arts. Yet design is consumer needs and motivations. t academic journals such as the
gender in behaviour
becoming an increasingly integral part global infl uences Offering an accessible explanation g Journal of Consumer Research and
of our everyday lives and its infl uence memory retrieval of the various roles played by 01 the Journal of Consumer Psychology.
methods of data collection
on our society ever-more prevalent. ethnicity, religion, class, age and In addition, he has taught in MBA
problem recognition
AVA Publishing believes that our reference groups gender in consumers’ actions, programmes in the United States,
world needs integrity; that the religious subcultures this is an insightful introduction Hong Kong, Singapore and Taiwan.
responding to dissatisfaction
ramifi cations of our actions upon social class to a complex aspect of modern
others should be for the greatest theories of satisfaction marketing.
happiness and benefi t of the greatest The second half of the book offers
Featured case studies
n n
number. We do not set ourselves out Coca-Cola and you a detailed examination of
a person who purchases the way in which one acts
as arbiters of what is ‘good’ or ‘bad’, target markets how consumers process and goods and services for or conducts oneself
Harley-Davidson and
but aim to promote discussion interpret new stimuli using existing personal use especially towards others
brand communities
in an organised fashion for an How gender affects knowledge and how new and C
individual’s understanding of their behaviour remembered knowledge combine o
own ethical inclination. JetBlue Airways and to infl uence purchasing behaviour. n
customer satisfaction
s
By incorporating a ‘working with McDonald’s and globalisation Finally, Hayden Noel guides you u
ethics’ section and cover stamp MINI and nostalgia marketing through the sequential process of m
on all our titles, AVA Publishing aims consumer decision-making – from
e
to help a new generation of students, initial problem recognition through r
educators and practitioners fi nd a to the information search, evaluation, b
methodology for structuring their choice and post-decision processes. e
h
thoughts and refl ections in this Other AVA titles of interest include
a
vital area. The Fundamentals of Marketing,
v
The Fundamentals of Creative i
o
Advertising and The Fundamentals u
of Branding. r
ISBN-13: 978-2-940373-84-0
ava publishing sa
[email protected]
www.avabooks.ch
£17.95
__00551199__aavvaa__ccoovveerr__llaayyoouutt66--11..iinndddd 11 spine=15mm UUKK EEDDNN AVA-BM: Consumer Behavior 66//1122//0099 44::3366::2211 PPMM
CD609-55/4220 4th Proof
BASICS
Hayden Noel
Marketing
01
Consumer
behaviour

AAVVAA••BBMM--CCoonnssuummeerr BBeehhaavviioouurr
____0000555511119999____aaaavvvvaaaa____tttteeeexxxxtttt____llllaaaayyyyoooouuuutttt6666----1111____....iiiinnnndddddddd 1111CCDD660099--5555 // 44222200 33rrdd PPrrooooff TB 6666////11112222////00009999 4444::::55558888 PPPPMMMM
An AVA Book Carfun footprint – MINI advert
Published by AVA Publishing SA As consumers become more
Rue des Fontenailles 16 concerned with fuel consumption,
Case Postale for reasons of both economy and
1000 Lausanne 6
ecology, many car companies have
Switzerland
begun to use fuel economy as a
Tel: [phone]
Email: [email protected] key selling feature (see pp. 124–129).
Distributed by Thames & Hudson (ex-North America) © 2009 MINI, a division of
181a High Holborn BMW of North America, LLC.
London WC1V 7QX All rights reserved. The MINI and
United Kingdom BMW trademark, model names
Tel: [phone] and logo are registered trademarks
Fax: [phone]
Email: [email protected]
www.thamesandhudson.com
Distributed in the USA & Canada by:
Ingram Publisher Services Inc.
1 Ingram Blvd.
La Vergne, TN 37086
USA
Tel: [phone]
Fax: [phone]
Email: [email protected]
English Language Support Offi ce
AVA Publishing (UK) Ltd.
Tel: [phone]
Email: [email protected]
Copyright © AVA Publishing SA 2009
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system or transmitted in any form or by any means,
electronic, mechanical, photocopying, recording or otherwise,
without permission of the copyright holder.
ISBN 978-2-940373-84-0
10 9 8 7 6 5 4 3 2 1
Design by David Shaw
Production by AVA Book Production Pte. Ltd., Singapore
Tel: [phone]
Fax: [phone]
Email: [email protected]
All reasonable attempts have been made to trace, clear and credit
the copyright holders of the images reproduced in this book.
However, if any credits have been inadvertently omitted, the publisher
will endeavour to incorporate amendments in future editions.
AVA•BM-Consumer Behavior
__00551199__aavvaa__tteexxtt__llaayyoouutt66--11__..iinndddd 22CD0609-155 / 4269 2nd Proof TTBB 66//2255//0099 22::2277 PPMM
2 3

AVA•BM-Consumer Behavior
__00551199__aavvaa__tteexxtt__llaayyoouutt66--11..iinndddd 33 CD0509-93 / 4220 1st Proof TTBB 2222//0055//22000099 1100::5522 AAMM
Table of contents
Introduction
Introduction 6 Coca-Cola – a category exemplar
How to get the most out of this book 8 If you are selling a generic product
it can be benefi cial to model your
labelling and packaging on the
Chapter 1
best-known brand in that market –
What is consumer behaviour? 10 also known as category exemplar
Defi ning consumer behaviour 12 or prototype. In the soft drinks
market that would be Coca-Cola
What infl uences consumer behaviour? 14
(see pp. 112–113).
Consumers’ impact on marketing strategy 24
Methods of data collection 28
Case study: The case of Coke Zero 34
Questions and exercises 38
Chapter 2
Ethnic, religious and group infl uences 40
Ethnic subcultures and consumer identity 42
Religious subcultures 50
Reference groups 52
Consumer-related reference groups 56
Case study: McDonald’s goes global 58
Questions and exercises 64
Chapter 3
Class, age and gender infl uences 66
What is social class? 68

Age and consumer identity 76
How gender affects consumer behaviour 80
Case study: What women want 82
Questions and exercises 86
AVA•BM-Consumer Behavior
__00551199__aavvaa__tteexxtt__llaayyoouutt66--11..iinndddd 44 CD0509-93 / 4220 1st Proof TB 2222//0055//22000099 1100::5522 AAMM
4 5
Chapter 4
Consumer motivation, perception and attitude 88
Consumer motivation 90
Consumer perception 94
Consumer attitudes 98
Case study: The Harley-Davidson community 100
Questions and exercises 104
Chapter 5
Consumer knowledge and memory 106
What is knowledge? 108
How is knowledge organised? 112
How memory works 114
Case study: Nostalgia marketing – MINI 124
Questions and exercises 130
Chapter 6
The consumer as a decision maker 132
Consumer decision making 134
Judgment and decision making 142
What infl uences consumers’ decisions? 146
Post-decision processes 150
Case study: JetBlue Airway’s Valentine’s Day debacle 154
Questions and exercises 158

Appendix 162
Working with ethics 169
AVA•BM-Consumer Behavior
__00551199__aavvaa__tteexxtt__llaayyoouutt66--11..iinndddd 55 CD0509-93 / 4220 1st Proof TB 2222//0055//22000099 1100::5522 AAMM
Table of contents
Introduction
How to get the most out of this book
The study of consumer behaviour touches This book fl ows from a macro orientation in
almost every aspect of our lives. From the the earlier chapters to a micro orientation
time we wake up, brush our teeth (probably in the latter chapters. The early chapters
using the same Colgate toothpaste that our rely on theories from sociology and
parents used when we were growing up) anthropology whereas the latter chapters
and eat a breakfast of our favourite Kellogg’s draw heavily from the study of psychology.
cereal; until we go to sleep setting the alarm This approach will allow you to understand
on our Sony radio. the consumer as an individual and also
better understand the consumer’s role
We spend much of our waking day being
within society. These chapters all fi t within
consumers and many of our everyday actions
a broad conceptual model that provides a
are part of the study of consumer behaviour,
‘big picture’ framework to help enhance your
such as:
understanding of the material.
p how we perceive advertising
p how our attitudes are formed The digital age has resulted in the shrinking
p how we make decisions and what factors of borders and a wider marketplace
infl uence these decisions for consumers. It is almost as easy for a
p how we use and dispose of products consumer in Taiwan to purchase a CD from
and services. a vendor in Taipei as it is for her to purchase
one from a vendor in Sydney, Australia.
These actions collectively make us part This book considers the many different
of a consumer society and much of the consumers around the world and explores
meaning in our society is derived from how their behaviour differs. There are many
our actions as either buyers or sellers. examples of consumers and companies
Therefore, the study of consumer behaviour in different countries around the globe,
can help us understand the business of producing a borderless marketplace
marketing and can also result in us being that is heavily infl uenced by the worldwide
better-informed consumers. digital explosion.
Currently there are two general approaches
to the study of consumer behaviour:

a micro approach that examines the
consumer as an individual and studies the
many psychological and other processes that
consumers use when they acquire, consume
and dispose of goods and services; and
a macro approach that focuses on how the
consumer functions within a group setting
and how this infl uences their behaviour.
AVA•BM-Consumer Behavior
__00551199__aavvaa__tteexxtt__llaayyoouutt66--11..iinndddd 66 CD0509-93 / 4220 1st Proof TB 2222//0055//22000099 1100::5522 AAMM
6 7
Chapter 1 Chapter 4
What is consumer behaviour? Consumer motivation, perception
Chapter 1 provides an introduction to and attitude
the study of consumer behaviour and Chapter 4 presents an in depth review
sets the tone for the rest of the book. of consumer needs and motivations, by
It illustrates the breadth of consumer examining the cognitive (thinking), affective
behaviour and highlights the many ways (feeling) and conative (doing) bases of
in which it touches our lives. It also examines consumer action. In addition, it covers
the structural framework that can be used to the impact of consumer perception and
understand the different interrelationships consumer attitudes on marketing strategy.
between the concepts presented in the
rest of the book. The latter part of this Chapter 5
chapter examines the process of consumer Consumer knowledge and memory
research and its related techniques. Chapter 5 examines how consumers
interpret new stimuli using their existing
Chapter 2 knowledge, and how they try to understand
Ethnic, religious and group infl uences this new information. In addition, since
Chapter 2 examines how ethnic and religious existing information stored in a consumer’s
infl uences affect consumer behaviour. memory is often used to aid in making
The chapter concludes with a discussion choices, this chapter also explores how
of how the reference groups to which we memories are formed, stored and retrieved.
belong (such as our colleagues and friends)
can infl uence the way in which we acquire, Chapter 6
use and dispose of goods and services. The consumer as a decision maker
The fi nal chapter investigates the
Chapter 3 sequential process of consumer
Class, age and gender infl uences decision making – problem recognition,
Chapter 3 explores how social class information search, evaluation, choice and
is determined and how social factors post-decision processes.
such as class, age and gend er can infl uence
consumers’ actions.
AVA•BM-Consumer Behavior
__00551199__aavvaa__tteexxtt__llaayyoouutt66--11..iinndddd 77 CD0509-93 / 4220 1st Proof TB 2222//0055//22000099 1100::5522 AAMM
Introduction
How to get the most out of this book
Basics Marketing: Consumer behaviour Case studies offer insight
offers students an accessible and visually into the working methods of
engaging introduction to the study and some of the world’s most
understanding of why people behave as they interesting campaigns.
do. It also demonstrates how this knowledge
can lead to the development of more
effective marketing plans. Key concepts and
Discussion questions and
theories are clearly explained and reinforced
exercises consolidate and
with real-world examples in the case studies,
contextualise the key points
while end-of-chapter discussion questions
covered in each chapter.
and student exercises help to further develop
the concepts learned in each section.
Images and captions
illustrate key concepts,
behaviour and campaigns.
Chapter navigation
highlights the current chapter
unit and lists the previous and
following sections.
Thinking points put the ideas
discussed in the main text in

a real-world context.
Quotations help to place
the topic being discussed
into context.
Running glossary provides
the defi nitions of key terms
highlighted in the main text.
AVA•BM-Consumer Behavior
__00551199__aavvaa__tteexxtt__llaayyoouutt66--11__..iinndddd 88 CD0509-93 / 4220 1st Proof TB 2222//0055//22000099 33::2255 PPMM
8 9
Chapter 2 Ethnic, religious and group infl uences
Consumer-related reference groups 62 63
Case study McDonald’s goes global
Questions and exercises
The impact of religion on McDonald’s Question 1 Unusual neighbours
operations Does McDonald’s have an appropriate A McDonald’s drive-thru sign sits
In addition to cultural norms, another global marketing strategy? What, somewhat incongruously next to
major factor that impacts on the company’s if anything, should they change? a temple in Bangkok, Thailand.
marketing strategy is the religion of the McDonald’s has achieved global
customer base. For example, all McDonald’s Question 2 success by making small but
restaurants in Israel serve kosher food. Do you believe that McDonald’s signifi cant concessions to the different
However, although there are over 100 responds to religious infl uences cultures of the countries where it
McDonald’s restaurants in Israel only a appropriately? establishes restaurants (for example,
dozen or so are strictly kosher since they in line with local tastes, McThai serves
do not serve dairy and are closed on the Question 3 several fi sh and chicken dishes but
Sabbath. In addition, McDonald’s has In what other ways, in addition to has fewer beef options).
restaurants that serve halal food. Like restaurant design and the food,
kosher-prepared meals, halal meals must could McDonald’s respond to the
be prepared in accordance with the relevant different cultural/religious infl uences
religious principles. In April 2007, McDonald’s of the countries in which it operates?
opened its fi rst restaurant in London that
served halal food. These attempts to satisfy
religious norms have met with success; the
halal restaurant in London has had visitors
from all over Europe.15
__00551199__aavvaa__tteexxtt__llaayyoouutt66--11__..iinndddd 6622 2222//0055//22000099 22::0066 PPMM __00551199__aavvaa__tteexxtt__llaayyoouutt66--11__..iinndddd 6633 2222//0055//22000099 22::0066 PPMM
Chapter 1 What is consumer behaviour?
12 13
Defi ning consumer behaviour
What infl uences consumer behaviour?
The study of consumer behaviour examines Who is the consumer? Consumer behaviour and buying Being Frank
the products and services consumers We usually think of the consumer as the Consumer behaviour examines how In this chapter we will examine the
buy and use and how these purchases person who identifi es a need or desire, individuals acquire, use and dispose of different domains of the study of
infl uence their daily lives. This fi eld covers searches for a product to satisfy this need, company offerings. Goods and services consumer behaviour. To help put
a lot of ground. It has been defi ned as: buys the product and then consumes can be acquired through purchase, but the ideas into context we will use
‘the study of the processes involved when the product in order to satisfy the need. they can also be obtained through barter, a hypothetical iPhone customer
consumers acquire, consume and dispose However, in many cases, different individuals leasing or borrowing. After consumers named Frank.
wtdoofeh gsfii cnaohtioti sidwofsnye, t hwshaeeilsrli r ves inxcoeaememsed,i nsav ecea trnmiyvd ioit mdireeeps sc,o ilirrodetsaesena’.lts3y e .Tinleh omisr denetrs , Famp outaerry cei nhbnsaeats gaiennerv c someol,van eiyn od btr hi ende aat ch upaigsash rceteh eonarft.i naCa nooladfmp ettphvoaeepnn utitehsssee. r oamiscf acCqnouonnicresearu .-a mTCnheo iitdlsae )imcn, oo ,ou rtn hlidtee c myuo steuheale dn(nf obt uhre sae cetx o taihtnm eisn pu oslmfeof,eem ardi enc o gav ne r Fshhtreeua iwdnsek oo nripskt. esa Ln p2i-kam2er- tiymn-etdioamesrd-eto ,ia Plbdnhu dcot o nliisklel eea cgs fo eutno lsls -tttuurimymd eeen rst;,
must account for all of the different time (such as a mobile phone). Usage could new things. He tends to adopt new
individuals involved in the acquisition also infl uence the behaviour of others. products fairly early in their life cycle.
and consumption process. If a product performs well then satisfi ed However, like most young consumers
oIt fi sc oanlssou immepro bretahnatv tioo unro itse n tohta lti mthiete sdt utod y tchornosuugmh epross citaivne e rnecvioeuwrsa;g oen o tthhee rost htoe ra hdaonpdt ,i t wnohto a alwrea ynso ta ebmle ptolo ayeffdo rfdu ltl-hteim heig, hh-et eisc h
how a person purchases tangible products dissatisfi ed consumers can complain products that he craves.
such as a bottle of water or a new camera. and encourage behaviour ranging from
Consumer behaviour also examines the non-purchase of a product to boycotting
acquisition of services such as a contract for a company’s entire product line. Lastly,
a broadband Internet service. It also includes consumer behaviour includes what occurs
how consumers pursue activities such as after a product is used. For example, some
attending a gym or booking a holiday. companies spend a great deal of money to
Running gloss ary create products that can be recycled in
barter some way. Consumers who are concerned
exchange (goods or services) for about the environment identify with these
other goods or services companies and are more likely to purchase
leasing their products and services.
tdosiemneresevc )pic riainebr serte yst to cua oar cnnno vofnoethtryr espa rcal a(ytf nombdrye ,a wnp strhpoicephce irfi teyd o r Inpt reueodsd epud ectoot s pb tole e s ttohu asrtu vprievvoeip.v Nlee. onwee pdredo ducts
product Nicholas Johnson
an article or substance manufactured
for sale
__00551199__aavvaa__tteexxtt__llaayyoouutt66--11..iinndddd 1122 2222//0055//22000099 1100::5538 AAMM __00551199__aavvaa__tteexxtt__llaayyoouutt66--11..iinndddd 1133 2222//0055//22000099 1100::5538 AAMM
AVA(cid:129)BM-Consumer Behavior
__00551199__aavvaa__tteexxtt__llaayyoouutt66--11__..iinndddd 99 CD0509-93 / 4220 1st Proof TB 2222//0055//22000099 33::2266 PPMM