Market Sensing: Consumer Behavior Influences
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Market Sensing: Consumer Behavior Influences


let’s continue with the consumer behavior aspect of market sensing. specifically in this lesson and we’ll look at the influences on the purchase decision process. last lesson, we talked about consumer
decision-making process being problem recognition, information
search, evaluation of altaernatives, purchase and post-purchase evaluation. you can
find a nice summary these stages at this website. and
also this website you can find a summary the
influences we’re going to be discussing. wouldn’t it be nice if put consumers alone room and watch them go through this process. unfortunately for marketers consumers go through this
process in a complex world with a variety of
external influences. we can group those external influences as situational, psychological and sociocultural. take a look at these
three categories at external influences on consumer
decision-making one by one. first of all situational influences. what are the physical
surroundings like that the consumer is in when they’re
purchasing a product or considering purchase? for example look at how mcdonald’s has changed its physical
surrounding from being a playground in primary colors to more cafe Starbucks competitors sort of product. big change in the physical surroundings there. some people will choose not to shop at Walmart simply because they
do not like the physical surrounding there. another major situational influence is social surrounding. what about the salespeople at a particular store? have you
ever shopped at a particular store because you liked salesperson there or did not shop at this
store because you didn’t like the people who
were in that particular setting? another situational influence is time. how much time a
consumer has to go through researching that process and also what time day, week, or year it is. for example certain products sell very well in the second week of February because of Valentine’s Day — chocolate, lingerie, flowers, teddy bears — all related to a situational influence. another situational influence is the reason for purchase. are you buying for yourself? are you buying for a gift? if it is a gift, your how important is the person you’re buying for. is their any risk involved in your
purchase if you make a wrong purchase? another situational influence the mode of the shopper. some shoppers will buy more or less depending upon their mood and whether or
not they like to shop. in addition to situational influences there are a number of psychological influences on consumers as they go through this buying process.
first of all perception. perception is our process of selecting all the signals and information that are going
on outside of us. we can’t possibly interpret everything that’s happening in
our marketing environment so we select and then organizing that information we select
and interpret that information. that process is the process of perception and we’ll discuss that more. another psychological influence is motives or motivation. what’s
the internal force that affects our behavior to listen to this particular lecture? my
guess is it was an assignment or you didn’t
understand a particular topic or you’re trying to
prepare for a quiz or a test. I’m guessing most of you aren’t listening to
this particular lesson just because you wanted. there’s
probably some other driving force. other
psychological influences are learning, attitude, personality and self-concept and lifestyle. and look at the
last four later. let’s first take at the first one —
perception. I mentioned earlier that we can’t possibly perceive everything that’s going
on in our environment so we have a tendency
to practice what’s called selective perception. since we can’t see everything we see what we
think is important or what currently supports our points of view. for example in this Fed Ex logo which I think
you’ve seen many times, how many see an arrow regularly? or do you never process that? are you saying what arrow? this arrow right
here. my guess is now that the arrow’s been pointed out to you,every time you
will see the Fed Ex logo you are now notice it when previously
you didn’t. what about this image? what do you see? do you see a young man lady or an old woman? if you’re seeing a young lady, this is her hair with her hat. here’s her eyes, her nose, her ear. on her chin on the right side her necklace and her fur. if you’re seeing an older lady, this is her hair. this is her bonnet. this is her nose. what the other person’s necklace is the older person’s mouth. what was the other person’s neckline is her chin. and again this is her fur. so it’s interesting that sometimes we seee what we want to see or hear what we
want to hear. and so if you have a particular perception about a product or service — even a marketer tells you otherwise — you don’t perceive it that way because
we all tend to hear things that support our personal beliefs and perception. that’s why we’ll talk later about how we can go
about changing people’s attitudes and perception as marketers. so we practice selective perception because we can’t possibly perceive everything that’s going on in our environment because we tend to hear things that support our own
beliefs and not hear or pay attention to things that don’t support their views. this affects marketers when they’re
trying to convince you to buy their products and services. let’s talk next a little bit about
motivation. there’s a website for reference there. probably one of the most well recognized theories on motivation is based upon Abraham Maslow’s hierarchy of needs. he said that people are motivated by different things at different times and so
we can’t motivate all people by the same technique. he says that the most basic level of need in physiological. note — that’s not psychological. at the beginning it’s like
physical — physiological needs are our most basic needs. needs for food, water, shelter, basic clothing. once our physical have been met they no longer serve to motivate us and then move to a higher level of motivation and is for safety. once we feel our physical needs met and we’re safe, we will then reach out trying to
connect with other people. you can understand most how someone
who doesn’t feel safe won’t be reaching out to
connect with other people. next after we connect with other people our feeling about ourselves — our self-esteem — is our next and then at the very end — self actualization — being all we were created to be. if you think about college– for example– that’s trying to market itself to a consumer or perhaps to you, they might tell you
that the reason to attend their college is so that you can better provide for your physical needs. they might also say the reason to attend college is to
provide job security or safety within your job. they might say the reason to attend college is to meet other people and connected with other people in your
age. another reason to attend college would
be to feel good about yourself and her skills and abilities — your own self-esteem. another reason to
attend college the highest level of need — would be to be all that you can be. so the question is — what motivates you
to learn or attend college? what level of need is there? we discussed one product that might market itself at all different levels of needs. but we could also discuss products designed for each level. obviously most basic foods are designed to meet physiological. while security systems, funeral planning, insurance is designed
to meet safety needs. events or places where you can meet other
people are designed and marketed to meet social needs. some again, motivation is a huge psychological influence on people as they go through the consumer decision-making process. let’s look at other psychological influences besides perception and motives. let’s think about learning. we learn through thinking or through behaviors. if we try a product several times and we like it we might become what is called brand loyal. so brand loyalty is a learned behavior. on flip side, we might try a product and not like it and and therefore we have learned that we do like that particular product. one of the biggest challenges marketers
face is people attitudes toward brand or object — their individual
evaluation of a brand or object. and a lot of that is
based on their perception. some might say when you’re talking to consumers
perception is reality to them. in other words if they perceive your brand that way it is that way whether it is or not — unless we can change their attitude or their perception. so let’s look at
some ways we can change people’s attitudes. one-way would be to take a negative attribute and turn it into a positive one. maybe a negative attribute might be that your local community college doesn’t offer the ability to his
participate on collegiate athletic teams. we could take that negative attribute and say that if you intend that local
community college you’ll be focused on learning activities that help you get a job/career and you won’t have those distractions and you
don’t have to pay to support collegiate athletics when
that’s not really why you go to college. another way to change attitude is to capitalize on a positive attribute. perhaps your college has a positive attributes like small class sizes but maybe people don’t realize how important that is. so what you could do would be to emphasize how importance it is to learn in environment where your professors know your name and and communicating and care about you. and all of a sudden people realize the importance of that particular attribute. you might also add a new attribute. maybe
there’s a new major or program you hadn’t previously
offered that people are very interesting in. you
might add that attribute. you might also change their
belief about an existing attribute — similar to
what we talked about before — turning a negative attribute into
a positive one. but it doesn’t even have to be negative. it might be an attribute they just don’t
realize how important that attribute is. so what we discussed here in the importance of consumers attitudes on going through that
consumer decision-making process of problem recognition, information search, evaluation of alternatives, purchase, and
post-purchase evaluation and how we can affect their attitudes. additionally a person’s personality — their
consistent response to a situation — some people might respond to a situation
one-way and other another, another way. people buy products that support their personality. they wouldn’t be
caught wearing particular type of clothing or using a particular brand or drinking particular
beverage because it doesn’t match their
personality. occasionally people buy a product
or service to support an area of their personality that
they think is weak. even though it may appear they very
logically go through that purchase decision making process sometimes personality decisions have a huge influence on what they ultimately decide to buy — even if the evaluative criteria for their
consideration set doesn’t necessarily point to that
particular product or service. and lastly their lifestyle — how they spend their time — is a significant psychological influence. so we talked before about the importance of recognizing that people don’t go through this decision making process in isolation. there are situational and psychological influences — and now let’s also discuss some sociocultural influences on the consumer decision-making
process. what are some of the social cultural influences. first of all — their roles. what about a mother who is also a spouse who is also a student who is also a friend who is also a coworker might decide where they’re going to eat tonight based upon what role they’re going to be playing tonight. another major influence is family influence. we call the process by which you learn to be a
consumer — consumer socialization. a lot of that
process is just learned through your family as you grow. for example you’re going through the checkout line and
it rings up $17.99 and instead of $27.99 what did you observe your parents do?
did they tell the clerk it rang up wrong or did they quietly walked outside and then celebrate their
deal? that’s an example of how you learn what to do as you grow up as a consumer and be “socialized” as consumers. were you — as a child taught to bargain at garage sales — or to pay full price? all those family influences affect how you go through that purchase decision making process. family life cycle influences that process. as a young single you spend most of your money on your self and things you want. if you have children or if you’re a young
couple then all of a sudden your entertainment options change. instead of going to a bar or at night club or a PG or R movie you now go to Chuck E Cheese or a Disney movie. as you move into full nest you spend a lot of money on lessons and cereals and orthodontic care. and then as you move into empty nest and older singles again what you buy changes based upon your family life cycle. also your family affects how you go about making those decisions. as you go through that purchase decision making process, does the husband make most of the decisions for the family? the wife make most of the decisions? are the decisions shared? or does it depend upon product category where the wife might make more most the health care decisions maybe the
husband might make most of the gardening decisions. family decision processes affect decisions. reference group and opinion leaders. reference group are people that you are
either members of so you might be a member of a
particular class or particular group people at work or whatever
that would influence your purchase. for example if I
went to school today and all the people in my department decided
to go out to eat — even though I brought my lunch — I might
follow the lead of my membership reference group and even eat at a restaurant I would not normally choose as part of my purchase decision process. aspirational reference group are groups
that you want to be her and aren’t currently and sometimes we buy products used
by people in those groups because we want to be like
them. disassociative reference group are
groups of people that you don’t want to be a part. and so if
you see a particular product or service as used by a member of that particular group, you would not buy that particular product. social class — whether you’re in the upper class, middle class, or working or lower class might decide where you would go as part
of your purchase decision process. while an upper-class family might go on
European vacation, a middle class family might on Disney
World vacation, and a working class family might come
to a state park — just to illustrate how social class affects our
purchase decision. and lastly we talked about this last topic in a previous lecture — our culture and subculture affects our purchase decision. I hope this has clearly illustrated to you how people go
through the purchase decision making process using routine problem-solving behavior or limited or extended problem solving depending upon the level importance of
that product to them — how there are
situational, psychological, and sociocultural influences on consumer purchases.

About Ralph Robinson

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17 thoughts on “Market Sensing: Consumer Behavior Influences

  1. The way you explain is so much like our Consumer Behavior professor! Calm, well bred, knowledgeable and clear in his own mind. No textbook shit. Loved your video. Big help for my CB exam day after tomorrow πŸ™‚ πŸ™‚Β 

  2. I'm working on a consumer behaviour / influences in the buying process and I'd recommend this to my fellow students. If only it was taught like this during my lecture and seminar on this topic. The calmness of delivery and how it was broken down was very helpful. Thanks and you've just lifted the lid over my prior lack of understanding. Now I can critically apply these concepts to my chosen sector.

  3. Omg, the best 23 minutes of my life. Your explanation about Consumer Behavior is absolutely great. Thank thanks πŸ™‚

  4. i was really struggling to understand the buying influences in my course text, this video really helped me to clarify the confusions.. great work indeed..

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  6. Karen your videos are really great and it helps me in understanding these concepts thoroughly.
    Thanks much πŸ˜ŠπŸ˜ŠβœŒπŸ‘

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