Lec 11-Understanding Consumer Behavior-2
Summary
TLDRThis video script delves into the understanding of consumer behavior and the factors influencing the purchase decision process. It covers situational influences such as purchase tasks, social and physical surroundings, temporal effects, and antecedent states. The script also explores psychological influences including motivation, personality, self-concept, perception, and perceived risk. The discussion highlights the importance of these elements for marketers to effectively engage consumers and influence their buying behaviors.
Takeaways
- 🛍️ Consumer purchase decisions are influenced by situational factors such as the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.
- 🎁 The reason for the purchase (purchase task) can significantly alter the decision-making process, especially when buying for oneself versus buying a gift.
- 👥 Social surroundings, including the presence of others, can impact purchasing behavior, with some consumers buying more when influenced by others.
- 🏢 Physical surroundings like store decor, music, and crowding can also alter consumer purchase decisions, affecting the overall shopping experience.
- ⏰ Temporal effects, such as the time of day or the amount of time available, influence consumer choices, especially in daily routines like breakfast and lunch.
- 💰 Antecedent states, including a consumer's mood and financial situation, can sway purchasing behavior and the choice of products or services.
- 🧐 Psychological influences play a crucial role in consumer behavior, with motivation, personality, perception, learning, values, beliefs, attitudes, and lifestyle being key factors.
- 🌟 Motivation is the driving force behind consumer behavior, stemming from the need to satisfy various levels of needs, from basic physiological needs to self-actualization.
- 💡 Personality traits guide consumer behavior, with different traits like assertiveness or aggression influencing the types of products or brands a consumer prefers.
- 🤔 Perception involves the process of selecting, organizing, and interpreting information, which can differ greatly among individuals, affecting how they view products or services.
- 🛡️ Perceived risk represents the anxiety consumers feel when uncertain about the outcome of a purchase, which can be mitigated by strategies like warranties and endorsements.
Q & A
What are the five situational influences that affect the consumer purchase decision process?
-The five situational influences are the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.
How does the purchase task influence consumer decision-making?
-The purchase task is the reason for engaging in decision-making, and it affects the search for information and the evaluation of alternatives, which may differ depending on whether the purchase is for a gift or for the consumer's own use.
What is the impact of social surroundings on consumer purchases?
-Social surroundings, including other people present during a purchase decision, can influence what is purchased. For example, consumers shopping with children may buy 40 percent more items than those shopping alone.
Can you explain the role of physical surroundings in altering purchase decisions?
-Physical surroundings such as decor, music, and crowding in retail stores can change how purchase decisions are made, affecting the overall shopping experience and consumer choices.
What are the effects of temporal factors on consumer behavior?
-Temporal effects, such as the time of day or the amount of time available, can influence consumer behavior, including decisions about where to have breakfast or lunch and what to order.
How do antecedent states affect consumer purchase behavior?
-Antecedent states, which include the consumer's mood or the amount of cash on hand, can influence purchase behavior and the choice of purchase, reflecting the consumer's current emotional and financial state.
What is motivation in the context of consumer behavior?
-Motivation is the energizing force that stimulates behavior to satisfy a need. It is a key psychological concept that marketers use to understand and influence consumer actions.
Can you describe the hierarchy of needs as per the script?
-The hierarchy of needs consists of five levels: physiological needs (e.g., food, water, shelter), safety needs (e.g., freedom from harm, financial security), social needs (e.g., friendship, belongingness, love), esteem needs (e.g., status, respect, prestige), and self-actualization needs (e.g., self-fulfillment).
How does personality guide consumer behavior?
-Personality refers to a person's consistent behavior or responses to recurring situations. Traits such as assertiveness, extroversion, compliance, dominance, and aggression guide and direct consumer behavior, influencing their choices and preferences.
What is the concept of self-concept and its relevance to consumer behavior?
-Self-concept is the way people see themselves and how they believe others see them. It consists of the actual self-concept, which is how people view themselves, and the ideal self-concept, which is how people would like to be seen. This concept influences consumer choices, as it reflects their identity and aspirations.
What is selective perception and how does it affect the consumer decision process?
-Selective perception is the process by which consumers filter information based on exposure, comprehension, and retention. It affects the consumer decision process by influencing which information is attended to, interpreted, and remembered, impacting the search for and evaluation of information.
What is perceived risk and how does it influence consumer behavior?
-Perceived risk represents the anxiety felt when a consumer cannot anticipate the outcome of a purchase and believes there may be negative consequences. It influences consumer behavior by affecting the extent of the information search process, with higher perceived risk leading to more extensive external searches.
What strategies can companies use to reduce perceived risk and encourage purchases?
-Companies can reduce perceived risk by obtaining seals of approval, securing endorsements from influential people, providing free trials of the product, giving extensive usage instructions, and offering warranties and guarantees.
Outlines
🛍️ Understanding Consumer Behavior and Situational Influences
This paragraph introduces the topic of consumer behavior, focusing on situational influences that affect the consumer purchase decision process. It outlines five key situational influencers: purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states. The summary explains how each factor can impact consumer choices, such as the difference in decision-making when buying a gift versus for personal use, the influence of others present during the purchase, the effect of store ambiance, time constraints on meal choices, and the role of mood and cash availability on purchasing behavior.
🧐 Psychological Influences on Consumer Behavior
The second paragraph delves into psychological influences on consumer behavior, emphasizing the role of psychology in helping marketers understand consumer actions. It discusses motivation as the driving force behind behavior to fulfill needs, referencing Maslow's hierarchy of needs to explain the progression from basic to higher-level needs. The paragraph also touches on personality traits and how they guide consumer actions, providing examples of how different personality types, such as compliant and aggressive individuals, may prefer certain brands or products.
💡 The Impact of Personality and Self-Concept on Consumer Decisions
This paragraph explores the concept of personality and self-concept in relation to consumer behavior. It describes personality traits such as assertiveness and extroversion and how they can influence product preferences. The self-concept, including the actual and ideal self, is discussed in terms of how it affects consumer choices, such as the types of products purchased and the stores visited. The paragraph also explains how marketers can leverage these psychological aspects to target consumers more effectively.
👀 Perception and its Role in Consumer Decision-Making
The fourth paragraph examines perception as a key component of consumer decision-making. It describes perception as the process of selecting, organizing, and interpreting information to form a meaningful understanding of the world. The summary covers different types of perception, including selective perception, which involves exposure, comprehension, and retention. Examples are given to illustrate how selective perception can affect consumer choices and the importance of perception in mitigating perceived risks associated with purchases.
⚠️ Perceived Risk and Strategies to Mitigate It
This paragraph discusses the concept of perceived risk, which is the anxiety consumers feel when uncertain about the outcome of a purchase due to potential negative consequences. It outlines various examples of perceived risks, such as financial, physical, performance, and psychological risks. The summary also presents strategies that companies can use to reduce perceived risk, such as obtaining seals of approval, securing endorsements, offering free trials, providing detailed instructions, and giving warranties and guarantees.
🎉 Conclusion of the Module on Consumer Behavior
The final paragraph wraps up the module by summarizing the key points discussed regarding the influences on consumer behavior, both situational and psychological. It mentions the importance of understanding these influences to develop effective marketing strategies. The paragraph concludes by acknowledging the sources of the material and thanking the audience, indicating the end of the presentation.
Mindmap
Keywords
💡Situational Influences
💡Consumer Purchase Decision Process
💡Psychological Influences
💡Motivation
💡Hierarchy of Needs
💡Personality
💡Self-Concept
💡Perception
💡Selective Perception
💡Perceived Risk
💡Marketing Mix
Highlights
Understanding consumer behavior is crucial for market success, with situational influences and psychological factors playing key roles in the consumer purchase decision process.
Five main situational influencers on purchase decisions include the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.
The purchase task, such as buying a gift versus personal use, affects the search for information and evaluation of alternatives.
Social surroundings, like the presence of children, can increase consumer purchases by up to 40%.
Physical surroundings in retail stores, such as decor, music, and crowding, can alter consumer purchase decisions.
Temporal effects, including time of day, influence consumer choices for meals and other purchases.
Antecedent states like mood and cash availability can sway purchase behavior and choices.
Credit card users tend to purchase more than those using cash or debit cards, indicating a link between payment methods and spending behavior.
Psychological influences on consumer behavior include motivation, personality, perception, learning, values, beliefs, attitudes, and lifestyle.
Motivation stems from unmet needs and is a driving force behind consumer behavior to achieve satisfaction.
Maslow's hierarchy of needs is discussed, outlining a progression from basic physiological needs to self-actualization.
Personality traits such as assertiveness and extroversion can predict consumer preferences for certain brands or products.
Self-concept, including actual and ideal self, influences consumer choices and can be reflected in the products and stores they patronize.
Perception involves the selection, organization, and interpretation of information, leading to varied consumer interpretations of the same product.
Selective perception, including exposure, comprehension, and retention, affects how consumers process marketing messages and product information.
Subliminal perception is a debated topic with limited evidence supporting its impact on consumer behavior.
Perceived risk represents consumer anxiety over potential negative outcomes of a purchase and influences the extent of information search.
Strategies to reduce perceived risk include obtaining seals of approval, securing endorsements, providing free trials, instructions, and warranties.
The module concludes with a discussion on the importance of understanding both situational and psychological influences for effective marketing strategies.
Transcripts
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introduction to marketing Essentials and
we are talking about a part two that is
understanding bias and markets
and the topic that we are discussing is
understanding consumer behavior and let
us see what are the things that will be
covered in this module so in this module
we will understand the situational
influences that affect
the consumer purchase decision process
and then we will identify major
psychological influences on consumer
Behavior so in the last module we
covered
how the level of involvement and product
knowledge creates variation in the
consumer purchase decision process
similarly the purchase decision process
is often affected by purchase situations
now let us look at the situational
influences how the purchase decision
they are affected by purchase situations
so what are these situational influences
five situational influencers have and
impact on the purchase decision process
so these five are the first is the
purchase task
the second situational influences social
surroundings
physical surroundings
temporal effects and antecedent States
so the purchase task is the reason for
engaging in the decision making
thus search for information and the
evaluation of Alternatives May differ
depending on whether the purchase
is for a gift which often involves
social visibility or it is for the
consumers or the buyers own use so now
you see that how decision making is
changing depending upon whether you want
to give it as a gift or you want to
purchase it for your own use social
surroundings including the other people
present when a purchase decision is made
may also affect what is purchased
so consumers are complete by children
may buy 40 percent more items than
consumers shopping by themselves now let
us look at the physical surroundings
physical surroundings means
Decor music and crowding in retail
stores May alter how purchase decisions
are made temporal effect such as the
time of the day or the amount of time
available
will influence
where consumers have breakfast and lunch
and what is ordered
finally
the antecedent states which include the
consumer's mood
or the amount of cash on hand can
influence purchase Behavior and the
choice of purchase whether I am in a
good mood or bad mood and the amount of
cash that I am carrying so that is
called as antecedent States so these are
the five factors that affect the
consumer decision making process for
example consumers with credit cards
purchase more than those with cash or
debit cards in the next figure that is
figure 8.1 it shows many influences that
affect the consumer purchase decision
process the decision to wire product
also involves important psychological
and social cultural influences
these two influences are covered in the
later part of this course marketing mix
influence are discussed in the part 4 of
this course
so now let us look at the situational
influences so one influence is marketing
mix influence that is product Price
Place promotion that we will talk about
in the part 4 of this course
then there are some social cultural
influences
like personal influences
reference groups family social classes
and the cultures and the various
subcultures within that culture
then there are some psychological
influences what are those
motivation and personality perception
learning values beliefs and attitude and
lifestyle
and then there are some situational
factors that we have just talked about
that is the purchase task social
surroundings physical surroundings
temporal effect and antecedent state so
these are the this figure this figure
eight point one it shows the various
influences on the consumer purchase
decision process
and it comes from both the internal and
external sources now let us look at what
are the psychological influences on
consumer Behavior psychology helps
marketers understand why and how
consumers behave
as they do so why do they behave so and
how do they behave
some particular psychological concepts
are useful for interpreting buying
processes and directing marketing
efforts
and these includes
motivation and personality
perceptions and perceived risk
learning values beliefs and attitudes
and
lastly the lifestyle
motivation and personality are two
familiar psychological Concepts that
have specific meaning and marketing
implications
these concepts are closely related
and are used to explain why people do
something and others do not do those
things so let us start with motivation
so what is motivation
motivation is the energizing force that
stimulate Behavior to satisfy a need so
this is a energizing force that
stimulates the behavior that tells the
consumer that you have a consumer that
you have a need and it has to be
satisfied because consumer needs are the
focus of the marketing concept
marketers try to arouse those needs so
they want to tell consumers about those
needs
and and individuals needs are boundless
people possess psychological needs for
Basics such as water shelter and food
they also have learned needs that
include self-esteem achievement and
affection psychologist they point out
that these needs may be
hierarchical
that is one psychological needs are met
people seek to satisfy their learned
need so they move from lower to the next
10 to the next level
so several times these needs ah comes in
hierarchy now this is the figure 8.2
that shows one need hierarchy and
classification scheme that contains five
need classes so this figure it shows it
is based on the idea that motivation
comes from a need if a need is met it is
no longer a motivator so a higher level
need becomes a motivator so as soon as a
need is satisfied it is no longer a
motivator then the consumer mode moves
on to the next need and then to the
third need but higher level needs demand
support of lower level needs so these
are the five levels of need this is a
hierarchy that person moves from lower
or needs to higher order needs at the
most basic
or the psychological needs that are what
food Water Shelter oxygen Etc
the next is for the safety needs that is
freedom from harm Financial Security
above them comes social needs that is a
need for friendship
belongingness and love
above them comes the personal leads that
is status respect prestige
they are also called as esteem needs and
then comes the top comes self
actualization needs that is
self-fulfillment
so now this psychological needs are
Basics to survival and must be satisfied
first a McDonald advertising featuring a
cheeseburger attempt to activate the
need for food
safety needs
that is the next table of needs they
involve
self-preservation as well as physical
and financial well-being smoke detectors
and Burglar Alarm manufacturers focus on
these needs that is the safety needs
so do insurance companies and retirement
plan advisors the third set of needs
that we are not talking of are the
social needs so social needs are
concerned with love and friendship
dating services such as Match.com and
matrimony.com and Harman eHarmony and
fragrance companies try to all those
fragrance companies all those deodorant
and perfume companies they try to arouse
those needs
then comes the personal all the or the
esteem needs that include the need for
achievement
status
Prestige and self respect
at the top are self-actualization needs
that involve personal fulfillment
self-fulfillment so motivation sometimes
firms tries to arouse multiple needs
to stimulate a problem recognition for
instance
C8 has combined safety with car owners
fetish for accessories to promote tire
replacement for automobiles so it is not
only about the safety of the car owners
but they are also promoting promoting
different accessories
another important variable or the
psychological influence on consumer
behavior is that of personality
so while motivation is the energizing
force that makes consumer Behavior
purposeful
or consumers personality guides and
direct that behavior
so what is personality personalities
refers to a person's consistent Behavior
or responses to recurring situations
although many personality theories exist
most identify key traits
that is the enduring characteristics
within a person or in his or her
relationship with others
such traits include
assertiveness
extroversion compliance dominance
and aggression among some other these
states are inherited or formed at an
early age and change little over the
years
so research suggests that compliant
people prefer known brand names and use
more mouthwash and toilet soap
aggressive types they use razors not
electric shavers
apply more cologne and aftershave
lotions
and purchase signature Goods such as
Gucci and donor current as an indicator
of status now you see that the compliant
so one one personality type is that of
compliant people they use more mouthwash
and toilet soap another type of
Personality are aggressive types so
these people they use razors but not
electric shavers
they use After Shave noise lotions and
they use luxury products like Gucci and
so on so forth
these personality characteristics
are often revealed in a person's
self-concept so now you see how related
the concept of personality and
self-concept are so these personality
characteristics are often revealed in a
person's self-concept
self-concept is the way people see
themselves and the way they believe
others see them so self-concept consists
of two things
one is
the way people see themselves that is
the first one
but and also the way they believe others
see them
so it is the combination of these two
so these personality characteristics
they are often revealed how they are
revealed they are really revealed in
their self-concept and this self-concept
is
how they see themselves and how they
believe others see themselves
marketers recognize that people have an
actual self-concept and an ideal
self-concept so now keep in mind that
this self-concept is way people see them
self and they and how do they believe
that others see them
so that is self-concept now this
self-concept can be of two types one is
the actual self-concept and another is
ideal self-concept actual self concept
refers to how people actually see them
and the ideal self-concept describes how
people would like to see them
so now in this self-concept there are
two things the actual self concept and
the ideal self-concept now these two
types of self images
or self Concepts they are reflected in
first the production brand a person buys
for example the types of automobile the
home appliances and Furnishings the
magazine that he buys
Electronics clothing grooming and
Leisure product and the second is the
store in which a person shops so this
two self images they are reflected in
these two things one is the production
branch that you buy and also the stores
from which he buys so one person may see
a BMW as a mark of achievement
and other C is as ostentatious now why
this so happens
that two person are looking at the same
thing ah differently that is the result
of perception so we have moved from
Lifestyles to self-concept and now to
perception
perception is the process by which an
individual selects
organizes
and interpret information
so he selects
organizes and interpret he does three
things
selection organization and
interpretation of information to create
a meaningful picture of this world so
perception is different people have
different perceptions that is they have
different processes to select organize
and interpret information
for painting a meaningful picture of
this world that is why two different two
people are looking at BMW differently
one of them they find it as a mark of
achievement another set of people they
find is find it as ostentatious
so these are the perception that is the
process by which the individual select
organizes and interpret information to
create a meaningful picture of this
world now
there are different types of perceptions
one is selective perception
because the
average consumers operate in a complex
environment
the human brain
attempts to organize and interpret
information
with the process that is called as
selective perceptions so every person is
gets lots of information every day lots
of information about products about
Brands about the retailers from where to
buy
so obviously all of all of that
information cannot be stored in the
memory so for that consumers use
selective perception
it is filtering of the information on
the basis of exposure
comprehension and retention
so we had we have talked about the
personality the self-concept
perceptions
selective perceptions so this selective
perception can happen because of the
first thing is exposure the second is
comprehension and the third is retention
let us look at the selective exposure
selective exposure occurs when person
pay attention to messages that are
consistent with their attitudes and
beliefs and ignore messages that are
inconsistent with their attitudes and
beliefs selective exposure often occurs
in the post purchase stage of the
consumer decision process
when consumers read advertisement of the
brand they just brought so that is
selective exposure
it also occurs when a need exists you
are more likely to see a McDonald
advertisement when you are hungry rather
than after you have eaten a pizza
so now you are
through with Selective exposure
the next stage of this selective
perception is comprehension
after having gone through selective
exposure now comes selective
comprehension
selective comprehension involves
interpreting information
so that it is consistent with our
attitude and belief so first is that I
gathered information that was
consistent with my attitudes and beliefs
the second is then I
interpret that information depending
upon my attributes and beliefs of
marketers failure to understand this can
have disastrous results for example
Toro introduced a small lightweight snow
blower called the snow puff even though
the product worked sales field to meet
expectations why
Toro later found out that consumers
perceived the name to mean the snow pup
was a toy or too light to do any serious
snow removal
when the product was renamed is no
master
the sales increased sharply the next
stage of this selective perception is
retention that is selective retention
selective retention means that consumers
do not remember all the information they
see read or hear even after the exposure
to it this affects the internal and
external information such stage of the
purchase decision process so when the
consumer was identifying a need and
evaluation of Alternatives and he wanted
to look for information the first thing
is that he looked for internal
information internal information that he
already have but then because of this
selective attention the information that
he is looking for will not be there in
his mind and then he have to move on to
the external sources of information so
this affects the internal and external
information search stage of the consumer
decision process
this is why
furniture and automobile retailers often
give consumers product brochures
to take home with them when they have
when they
leave the showroom so that they can take
it home and go through it whenever they
find time
because perception
play an important role in consumer
Behavior
it is not surprising that the topic of
subliminal perception is
a popular item for discussion
so what is this subliminal perception so
this is it means that you are
seeing or hearing messages without being
aware of them
so you are just what watching a
advertisement on a television without
giving any kind of attention to it so
the presence and effect of subliminal
perception or behavior is a hotly
debated issue with more popular appeal
than scientific support indeed
evidence suggests that such messages
have limited effect on Behavior then
comes the perceived risk so perception
plays a major role in the perceived risk
in purchasing a product of or service
now what is this perceived risk
perceived risk represents the anxiety
felt when the consumer cannot anticipate
the outcome of a purchase but believe
there may be negative consequences of
this purchase
example of a possible negative
consequence are that the size of a
financial outlay required to buy a
product
can I afford
a dollar three thousand for those skis
the risk of physical harm is Bungie
jumping safe
the performance of a product will the
whitening toothpaste work
a more abstract form
is psychological risk which will be my
friend what will my friend say about my
tattoo so these are some positive
examples of some possible negative
consequences so this is perceived risk
so whether I have that amount of money
will buying the product bring some
physical harm
will the product perform as per the
expectations and also the psychological
risk that is what will my friend say if
I am using that that product or about
the tattoo that I that I have on my body
so this perceived risk it affects the
consumer's information search
because the greater the perceived risk
the more extensive the external search
stage is likely to be and similarly if
the perceived risk is less
the information such will be left
extensive and the consumer will look for
internal sources of information so
recognizing the importance of perceived
risk companies can develop strategies
to reduce consumer perceived risk
and thereby encourage the purchase
so this what are these strategies for
reducing the perceived risk
first is
obtaining seals of approval seals of
approval various standards
securing endorsement from influential
people for example your Affiliates and
its four people and film people
providing free tiles of the product
giving extensive usage instructions and
providing warranties and guarantees
to conclude
we started this module by understanding
the various influences of situations
or different situations on purchase
decision process
then we had gone about to discuss the
psychological influence on consumer
Behavior
we have also covered the four types of
psychological influences namely
motivation
and when does the need becomes a motive
personality the concept of and then we
have talked about the self concept the
two types of self concept the perception
the three types of perceptions and the
perceived risk so we will continue with
the remaining psychological factors in
the next module
the material for these these slides was
taken from these three books thank you
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