You are on page 1of 100
¥ 5. Fox, Roy, "Making Quality Happen. Six steps to Total Quality Management” MeGraw-Hil : 6 Jain, “Quality Contro! And Total Quality Management”, Tata MeGrast Hil 7. HiLal “Total Quality Management: A Practical Approach”, New Age Intemational Private Ltd, 8, Besterfeld, “Total Quality Management”, Pearson Education. Rao, Ashok, “Total Quality Management: A Cross Functional Perspective", Wiley & Sons. ELECTIVE SUBJECTS MBA 1017 MARKETING RESEARCH & CONSUMER BEHAVIOUR Unit Natur and scope of Marketing Research ~ Matketing Reseach as an ado rarkeing decision making ~ Scientife method ~ Reseach designs ~ Exploratory, (| UT deserve and concisive, eens Unter ver Marking mseach Prssdue = Sosndy and Piniy metals of da 4-78 css, Quam crtn ets, Alain of sig ins, “ap 1c songs and eporing of an. ie Usain Mo -141 Application of matting research ~ motivation, advertising, product and sales 990-224 ‘control 233 Ad Unit 1V Environmental Influences on Consumer: Culture; Social class; So Family; Personal influence and opinion 3 Groups; adership. Individual Determinants of consumer Behaviour -motivation and Involvement; Information processing, learning peesonality ‘and self concept; Atitude theories and change. a Unit i Consumer decision processes Problem recognition; Search and evaluation Purchasing. Post purchase behaviour. : Models of consumer behaviour, market segmentation for understanding consumers, REFERENCES - MARKETING RESEARCH 1, David Luck & Ronald Rubin ~ Marketing Research, ~ Prentice & Hall of In 2. Donald Tull & Del Hawkins ~ Marketing Research: Management & Method 3. Joseph Hair, Robert Bush d& David Ontinau - Marketing Research, MeGrav Naresh K. 4, Kinnear & Taylor - Marketing Research, MeGraw Hil 5. Naresh K. Malhotra - Marketing Research ~ Pearson Education Inia 6, Nargundar - Marketing Research ~ Tata MaGraw Hil, 7 Paul Green, Donald Tull & Gerald Albaum ~ Research for Matketing Dec Prentice & Hall of Tada. : ‘CONSUMER BEHAVIOUR 1, David J. Loudon & Albert J. Della Bitta ~ consumer Behaviour, Tata Me I. 2. Frank Kardes ~ Consumer Behaviour and Managerial Decision Making, Pn Hall of India. : 3. John C. Mower & Michael Minor ~ Consumer Behaviour, Prentice Hal. 4. Leon G. Schiffinan & Leslie Lazar Kank ~ Consumer Behaviout, P2 Education Asia, 5. Michael R. Solomon ~ Consumer Behaviour: Buying, Having and Being, Pe Education, 6. Roger D. Black Well, Paul W. Miniad, James P. Engel — Consumer Beha ‘Thomson South Wester, Po 10, What ie a sample? PART C— (4 10 = 40 marks) 11. Name the activities in the prat-purchase behaviour. ‘Question number 20 ia compulsory. 12, Rexplain segmentation, PART B—(6 «65 = 25 masks) ‘Answor any FIVE questions. All questions carry equal marks. 19, Write a note on conclusive research and where itis appli 1M. What are tho imitatobs in using secondary data tod bow to miiaae the err? 122, How do 18, Why do you sy marking rveerch is the basic eae td fremont activity in marketing? 's hierarchy of needa guide ® ‘and sell his producta? questionnaire to study the result of @ 16. How dose learning is related with consumer behaviour? i 7 24, Choose any four sampling techniques and describe 17, Bxplain self concept with reference to marketing. tion in which tho technique ia most 18, How is satisfaction or dissatifaction formed? 19, What are the basis of market segmentation? 2 ‘77320PMB01 3 ‘77820/PMB01 pgervones Sunoysra: ‘ap euoqeogueen [eos (wsouel ogy sxe THI ‘opeame ouyec, aspen woredo wav ou wee qorymenod yore £9 wou nok Op TTT “Suyepzoape so wasw omy yaTEOss Sopexsrm jo suoReqEde ow; ov Apes ‘aqmporps jo Barwon ogy oH, aorep Aevorad UN swmaygeud ypimosor poo8 v jo sopsumegD om OUYE -apameeas Supqz0e o oanpalgo omp Appods ‘eqim prnbo Kirwo suonsonb Ty sauonvonb jas, zw ory (oun of = TOD V.LIVE exever 9p aH, amor sony: 20, a TOmNd/0ZzELL orc TAY Gy f ALA EER 1 What is casual resoasch? 2. Define conclusive research, 8. Specify any two icope of marketing research, 4,--“What are the limitations in using secondary dats? ‘5e~ Specify the characteristics of good sample. 8, What is snowball sampliag? Tem Name any two occasions where marketing reyearch is usod in the area ofealee 8. Bxplain eovial class with reference to Indian extent 11, What is markot sogmentation? 12, Whois consumer? wuowajonmr yy v0) ee UE eeo00Nd ToRep za -snotangpqsouinstco 0 ‘edu sey 9 soy ose souongy Suva use ‘suopenis osvosos Suneqswur emotes 495 ome Bleep Beysune.shotes erg sang wide ueprvoso Banco 7% poen sesou8 sudiep waivers oh 228 Fy % cf e 1% Toamaozene z -Buisqa0aps 30 siouaanoags 9 syunpeas oy prooEaL HeeRTONE w ynOkEIRD: “og ‘eqn jonbo reo suomeonb Ty ‘mowpyeq souuneuco Pmpsiopan oh pore oy Asoery aren ay umeng gt a a “spraopsont w Fuapeop oUt potepssucs aq oy sioRy omy tea “gp “amos ont 4 Fwounsudep SepeqteRs mone: Sun “py woposrenaso ox +25 Ai you 25 oo %=9%9)—aauva Envivoomantol influerees on consumer Cnblan® = 0 procdanys peroneal y whe hare wf aneinly, Langage , Prom ledgs, tlgion hows fo emtons mre , art, tebnrelegy, wok pottires jprodich, avhack phat mots jk clichnetive dey: Svon dobd of Aeared jecliets ,valiies and customs chur dirmncl We Contre dehaiour of members i pcithg 3 eds = mented cv Vowlral rrtoctements vfleching Prantdye and arneromact of rormadtig vaburr |. aoe guile for eoltuerally opp corer et Leda Pearl eee apeite eyebpribahions F loidely aeeagted ty member of roccety Etwctema s overt meder of hehaviow Hal Conrhitnt attepolele heheteur in apie Bibtvetios 1 Shpearsationad —vashional - Croup, Calhunes (iftrence. on Behurmur i" Cenaumer Azhaviouy Unit Ws Envivonmented mflttnces 0% Gan culluve , poctal claw, octal gr Family, personab saglusnes and ey leadewahip » Froid dhelévmnan! fehort ouy mob gebien art dvolve wmeaben process! _ dear nihg Ce Ap pante Heone «chy Unit v “tue os : sot Copan? Eten Come — — aiden acd cawalueen - prrcte Pork porta Aharon | medals of Conn Iechavioun , mankat segmentation render rbenclig Casfore Rapeence gree ond Keovily Arp | cmembarhip group - - Aym bole grup ~ Yederene. goof, any pero nay Het bere= asa point of Compinen a footy Palin tide on gi eee baad Snevmative vadewene, woo 2s 2 Compancacht ee ferenen gro poem ~ Prhiceeh yeh cence groups — mow'r Alass, 4 _ Contes! . ) Rormacion EEN orci 3) Cnad bility pabiaachyenegy ok powers D Conrpicreurne, of dhe mice Gronp - Copsurer pelatil vedevaren gaovpe A. Eriendahip grup Angovrnt) sD) Sheppey qeoqes . Dover. gop Cforrmal) | . _ DV icbrad Gro ps He interned . D Brod Communi hier (Wests MiK2 -Com , thts Tanfs Cone Ylorsiirsr sehen gears | | POLI opforel . Cxhimredrial en dovstrrad poled Sy Ny Conpumer Behaviour Enviveminlnd ifltreis an consturey : cub a clam; Soctal Grougs > Family | Bron ri fbogner popinien doaderaip. dnciidee De levminante ={ commime Refatom — Motivation 4 ghvelement » Srformetren proce ig) earnirg perronalty Aall Conny Aljlude treedes art charge Comsiner cecipen precerts — Grorte Yegnition » Search: ant qyaluaten , Roches e Ponk purchase pebarion, . Medabr of conremer Telavion <, marks agwrertecben pore Cublire freyiiign & peeen Jaayta and mhars ey ees Sh ee jiocleding idem nove jmorals valusr Krovledge , aki teehnelegy, tooh> mace iad abpets ant Aebarren Sutendfane - 7 caditie o & grb within the Ponger Aecist Q ° Revoord baiks Cheetah) Percteal fp el Conlin (cheat af, We rooted ateroms c. powttrura 2nviven ments Pe bob Shiite? prot Govcaen eee Vand hag it eae ts < Biegeme bleed heat [gener he gene. Madivrdine 4 = personality fait, ‘pounds see ssonsdoseyud guna se 26079 vr pasuan ae 6 abe AE ae Teor nf compe ugpam onan aus ag sue un spre pox Aop —LLOI std! wenn an ston sngenen on asa 2 «mo SH a5 enya sod Buea ssn a of HOWENDONE 4a, NE ved Secagen mn eno em mone ese pe ung sume oS “Seat ssn pam ep ogebedee sea un ues eRe ond easy ps eos Ye ws 2060 Aaa ses fy sates sour yao suns ons sou SEMPLE FORA, un pe Sol ug pes po mop eng oo puE eno Bu 3 gon’ oye se “oamen a a occas net oma a Syean pe ‘sone teasg + Sry = spans emoreau) + Connumay decision Pocate (CDP) Me otel) ghy 3a road mae of jurnmers’ minds thot tan Je used fo help giide pr x, Commuriod’ duet pi, ce nA péles shokegies +The tariot Aveh red Ags Engel Ko Unt ard Bloekiiell at # Be Sitter fort wee town an nes rode 6 ere wath AX Fak Bloiniard joining thin Fem Read roo: how one Ke lediog eit of «be Fe pack ov robs fred 3 Queens phen an elute rence a dpe “Dekeen bis deaivad/idea) hele and ache) pplcalis ba abtitin to Borer nade ach voank, dssnd? Glorz wih ability pwillignen ard outers Jo ky’ Con ant prs must Le bine vatth, 7 Howard-Sheth Model of Consumer Behavior Perceptual Constructs | [Learning Constructs] [outputs ] i [Motives Attention || | Overt Search | — Lx : Confidence : Brand Ambigui Comprehension po | [choice Criteria [_auitude Attention Attitude 7 Attention 7 Intention Perceptual Bias 5 Satisfaction Purchase NICeAIA Ween vy mmo: POGT PURCHASE i i j [URPSPRINESCUTTPLITS } i Nicosia Model Field 1 : | [ Seon Fens Messe meee ‘we ae Eipeny Altitude: Pecpostion 7 L | t ; Beart Field 2: Seerch | agdevaluation | And evaluation | Of meanfond(s) Experience relation(s) | (Preection feta) Mopvation ” Field 4 Feedback | Decision (Actor [Field 3: Act of Purchase Nicosia Model + This Mede concerns with the Inte-retationship bebwean: * The firms markebng cormmunications * The consumers decision process including * Search and evaluabor process * Actual decision process ° Tha faadbacs of Ihe consumers tas poree to the firm * This ig a Oynamic Morhal. Coprurnee 2ehavone Unit | Conbimty aeecaion ( —Foblens vecegniion 3 Saanely ond avaluahion 7 Aaxchaairy Pont pacha Behoioun + plodel> of exouerer pehwtowr, ee oe rerdacateiy Contre 7D Conrmmey Recivsl on Procens> Eleanne forte celting — then deus te ctted= fre evolving proach enteyery 0% ae Limited focdlem solving = dene _— ; a pot — . * . heh tial ets anerg ine denny = Ravelint ed Yep Lebanon meet cone Bodhi bora fe Gnpertenee , Goto lola) Madels_ef Corsmmece > Ye Vite vf ona aie Dan seeroms view —— Da porn vier? Da cognibee vue y) oe mothers! Ber Do eee vor © vine . epeqnare Lind by her aealls halabs 9 reapers apne Bas aphtate de —— eatzat of He prot. 0 =a Mgree bangin > valebed be med fe tebe, ibn foxive Vine Se mipive to "iolZeals ‘ i ney ac js sve db “in tzeals wd pros bh eae End (ipod y Seobiona) «Hens i nob recegnict Mh Concures Plays O° eq ole Be drwy» 2 ire anne cage Viet Cormmvers x HRinking: fpevtlinn odleew, vecaphre fo ar achively Atarchirg pr fordiols feat fobfet dete nods od -ervich fhete Aves 2K3 model corswers Beek ant ovalerte on He pps by which Vaprm ation alone yalected dante ord varksl outta: olnfpv machin or —p fmeton a Preferences » ad prrchact Tntenbens , Consnmey ahs Aeckery (pero mee adeqvale iafeimaheo fo Heke 0 etofiobry ducirien ‘y collected , Consrwreve clerlaf> Pehodks eho Seinten Ce) ee coh eens capratio eo Ain Emo borat Vite (impubsive mental) Gavolve- d= 30 r4gan Mops deevedily, fralty / re Peer Ride —_ ded b Componsodory rela. ert, deleneer oe ee, Ce ~ hed oo Led deter reach mmpore 3. Drayenede vole Ne yaa caster’ ie Ly bec cogenphic ele OS petted JEN a : te one Os cnita Kighet F -Bbect rafewa) yule mea ong A Medel y Conmmer Deevrica Meaty Consumoy decivion protanres - (yottm Kicogninen, Search am euolvction . foot preerea Atha pecs of conamer Lthawter , mocked Begprortohe. Undead ge re. fe Jeb Hedels Q Lorermers 2 4 vit 4 Con eree daccen met ng —Econonve Vier - Partie View . ~ Cognitive Vie « Emmoberel view > Port Peocha Sachi fete. Anoppeicted aight le — ~~ pelle) il olley Info, 00 Ce> CI ciety ferfoorere “ge de netnfrees , : sche nye bbe ten myproted ae ee oN invenciny consuetg SO ieee (secal_] . Sectad cles: aiisson ef memder Nerarcky of vcd uebe climes nes amarele of vel tive wrath, porwr ord ae ave feegrertly wrtel b wbinatir aoetel clon ar jag poser Am alaliv I Pchnig = athe br encore 5 Cadogey sesh ears [Sidhe Seckal iow. Tapes odd 3% yale Moock ae oe je. 5 Told / tere” Sptinebie. wnencteing roel clase: dudgeck yreanwrer, objective presse YP olyechie — Sicgh rasolble Mou 2 ceetppadeon, adncoken > a jhe verieblis :Chepinl> Social Sedo Saks whch co ernthnn pp acansorise jn the Living mer Composite - variable mdeker + Jp Chargetsrintion YP Sh SeCvoasoremi Se ee : Or S Seor ae os eee Charneleristts (sc & a weigh eae = gionts core Shreya igdvallip ares 2 -Sotivzeonom' ‘ae nomic Shakir Stor os Atom ank tabuceen eo dared a octepadsa, Social Clarose . Ujfper=Wfgper lar fovea —gper Clans mee Henk ype middle cles _ Achieving Feperioned> :. fewer amitab clan -Fantel elbuws Upper - Lowe Cla. — Secuailyy eninded Maojorih- Rack Botlem ~ S gaodemographac Lustaning of prodet waege dade ‘ pee ee data. OAD lp eveoli ahere phetuns xf eat rete Sgrecdicg wengrers Moot st peepee Geb (0 auld 30 BO fewer bower Clare — abo 1k to BEV pweall Le A te fe pelea al pp Nanny chege = TH: (0.3 7 + do. > @ ener of Culktrve oO cB a sass oiocl hawt fel nt Ichaviowr of mares fa partienlan Bacon ol aff « mented oe urvibrect rlalcinonts falus zane abo beloafe expert pumbery paris as gaits fo Tehaniow Cntherally appropriiferks), ave andniing pot ti to apoipe elgele/[titnding ppesilely seaspha dy er dere pecesty - / cee 0 of pebosiour comabihchig eulettan exepertn be, Behar i weDictr 1 Yaluer carn gubler sv DleBa ee Wad aod arcteplo be weg? beherap FIGURE 3.4 ‘Search for Information cones eues hte” onal es er FIGURE 3.5 Information Processing: Stimuli FIGURE 3.9 Evaluation 39) caneumer ree rowage tee Personaty vale Sin inetsie {Pesos ates ‘raise CMAPTER THREE MetstSommtsion 69 — 7 — ‘Summary Diagram cof sar vals™ Segments Soh sino nts rors High Innovation Cow Innovation FIGURE 3,12 Consumption and Pos sumption Evaluation can swonendde am paren pe padoptap mag uy sesooHd oi 0 SUNN stp demas aygeapirg eat) 207, HON PT TPN nowy peat ofan sissy Sept ai aL dade poe sao ‘Ghnbp sounewoy i urea oy spoon Jo soqumu 8 yn s.996t BAND SEA 4.5 Consumer Buying Deciston Process “phe process through which conmamersprocee whe aking thelr busing ieESmaSs ie ammuener buyag deiton proces. Thin process commis Sages er abown 1 Pg 6. ews Marte ‘ocognes that erence ox tua candion gas stove Se nay be many ofr flors such a pce, alersales se fina ang dessin, ‘Marginal Ulity Theory. Tals theory was deeopet ‘origi he commer wi cota By 8H 210 paso vp oreo aon. ‘eyoenap oj amp 0 089 9 Pa pa 3.3 Social Judgment Theory cil judgment tery focuses on how people's prior ates dito He ST ofthe sec Route in pasusive messes ab DOW Such SP mediate persuasion. In posit ema, ne tcory assures hat pein’ males 7% ‘judgmental standard general erm gurnes where along acomtinuum spenders ore Pat so eda She & Hoviand, 1961, Socal judgment hon temp to apply the Petites of judgment tothe study of tude cha. pccting wo Stes Shei and Nebegal (1968), an ngviduals ol ATTN According gent felted atta communications OP Ss evaluated agains this soshfoferene an te placed of anal conn, PS that most characterized point of fees non at inthe Inte of cepts, Tose onions EN Ws Sonable ae paced inthe atte frejenon, The ae ‘ofnoncommitment consists of see pnfons that are nether acepted nor rejected: Communication tht il within the nitude faceplate 900 judged tobe air Commie etna change in tse, Win he its of he Boo otacceptance, and nbn ace beter the al opinion nthe Cm the greater the ea ough come change possible when Opinion ll jatitade of the ane ie he dsrepaney he este change aioe “immeltard & Eagly, 74: Kiesler tal 1.963; Inske, 1.967). social judgment hor’ core propositions can be summarized a (os (Eagly & Chaiken, 1993): 1. A prsn's curentastade serves a judgment ncn foe tue postions. 1 Aeron termine wheter mesg poston wil eS contrasted {a ed or ect). Posios ing i willbe eae de per cure aade,Posons fling win he Tatiude of en wl be onatd aay fom the persons own. SSNS ee tRtnement of person broadens the laude ofrejesion nd nao the lasitade of noncomniimert. «4 eng timinion and contest effects increase a5 «positive fonction ofamessages positon andthe recipienés attitude, Fei ment inrenses the anchoring prope fil ies 5 Benny mia podices mor postive evaluation of esas mT which Gree renter amount of ae change, CONST ae onteat proces more pres Seton of message coment, which rogues lesser amos faite change. 1 Roy eaances the Held of judgment dsorons Ter ahr eects are a thn ots a exposed operative estas whose content positions are ambiguous. tn summary, otal judgment ory predictions fo atitude ngs largely home out by the Tuma ad by patie Recently howeve, researchers ve questioned the basi ‘rinciples of social judgment theory and how the theory's prinsples rete to one another. Social Judgment then i important because it demonstrates the importance of people's prior atitudes. [Most othe approaches only deal marginally with previous attiudes, Newer theories incorporate ‘cial judgment principles as covariates and contol variables in experimental designs (Wood, 1982), 343.4 Functional Theories ‘A fundamental question about attitudes concerns thee purpose: That i, what functions do attitudes serve? Understanding the purposes of aitudes i the identifying characteristic of {inetional theories. Atitudes serve different functions for diffrent individual or foe the same invidal in different sectings. The reasons fr atuce changes are individualized snd related to sonal functions of atiudes Functional theories of attitude entered the literature in the 1950s when researchers developed the idea that attitudes served varying psychological needs and thus had variable motivational bass, ‘Accommon and central theme of these early efforts was the isting ofthe specifi personality fictions that attudes served fr individuals Unlike other theoretical approaches developed «during this golden decade of attitude researc, funcional theories ae sil relevant and important today Eagly & Chaiken, 1993), Functional theories hold that successful persuasion entail implementing change procedures that ‘atch the funtional basis of the attitude one is trying to change. Katz (1960) proposed that any ssttude held by an individual served one or more ofthe four distinct personality funetions. The more ofthese functions tht contributed to an tind system, the stronger and less likely it was ‘tat the atiude could be changed. ‘Kat (1960) identified four personality functions of eitudes as follows: a) ulti function, () knowledge function, (c)ego-defensive function, and () value-expressive funtion. In order {or atitude change to oceur, there must bea discrepancy between the need being met bythe sttude and the attitude itself. Atitude change is accomplished by recognizing the function of| the atude for the individual, and designing strategies to produce a disparity between the attitude and one or more ofthe attitude functions, ‘The utilitarian function acknowledges the behaviors principe that poople are motivated to gain rewards and ayoid punishments fom their environment, Utiltarian atid ae insrumental in securing positive outcomes or preventing negative ones, For example, parents’ opposition to ‘busing might be based on the utilitarian belit that it would be harmful their hid. Oe, uilitarian beliefs are associtions to stimuli. Fo example, children often acquire a positive feeling about the month of December because they associate it with holiday, presents, and vacations Eagly & Chaiken, 1993), The knowledge fincrion of atinudes presumes abasic human need to gain e meaningful, stable, ‘and organized view ofthe world. Attitudes supply a standard for organizing and simplifying perceptions of a complex and ambiguous environment. Attitudes provide a way of sizing up ‘objects and evens so they canbe reacted to ina meaningful way. If people's altitudes toward school are positive, then when they are asked about schools they will be likely to say postive ‘things without needing to "think about it to0 much.” Kat's ego-defensive:fumction emphasizes the psychoanalytic principle that people se defense ‘mechanisms Such as denial repression, and projection to protect ther self-concepts aginst internal and external threats, People protect their feelings by developing convenient, i sometimes biased, attitudes that do not requir active involvement in threatening or unfamiliar ‘Situations. For example high school student may think: "Chemisty is for nerds, and I do not ‘Want fo be ener tht is why I do not like chemistey." Ora student might think: "Only really smart people study chemistry, and I study chemistry, so I must be realy smart tat is why 1ike chemisty, Finally, Kats value-expressivefimction acknowledges the importance of self-expression and selactualizaton. ‘Atinies are a means for expressing personel values and oer aspects of sel-concept. person ‘who draws self-esteem from being liberal and an environmentalist s motivated t hold ttitudes that reflec hese ideologies Eagly & Chaiken, 1993). “The centel theme of functional theories is tht changing an atiude requires understanding is ‘motivational basis, o its function forthe individual. Knowing what function an attitude performs fora person helps guide the designer of the persuasive message who want to change the attitude, Whatever function attiudes perform they provide a frame of reference for ‘comprehending and categorizing obj, persons, and event, and only by understanding an fatitude’s function can attude change efforts be successful ‘An alternative and related theory looks at social relationships tht occur in social inftuence ‘tuations (see 62). Kelman (1958) looked at tree processes of opinion change: (=) compliance, (@) identication, and () interslization, Compliance results in only a surface level change. ‘Atitudes are changed only to receive favorable reaction from another person or group. This ttitude i only expressed when the other person is present. “The atitude change resulting from identification occurs both publicly and privately but des pot ‘become part ofthe person's value system. The change is dependent on the relationship with the Source but not wth the soure's presence, titudes that ae intemalized become par of an individual’ value system. “MeGuire's (1964) inoculation theory is concesned with resistance to change (see 37.4, Research {inthis are investigates the treatments individuals could receive which would allow them to esat succesfully attacks on thei belief systams, An analogy is dawn from the biological ‘process of inocalaion, Once people are inoculated, they re immune when exposed to the Uisease, Attitudes are often established in a elatvely "genn-fee” environmen, Ses from stack. ‘Thus, the individual has litle chance to develop resistance to future attacks. MeGuire’ research -ratogy wast expose the individual fo milé attacks in contro seting inorder to motivate the individual o defend his or her beliefs (HHimmelfarb & Eagly, 1974; Kiesler et al, 1969; Insko, 1967. Functional theories are inthe mainstream of aitude research Ther theoretical approaches ‘remain conceptually intriguing to investigators because of thie breath and nique focus onthe functional bases for attitudes. Functional theories provide a link between the behavioral theories ‘proposed during the 1950s (consistency theories, exl-leaning theories, socal judgment ‘heories) andthe processing and cognitive themes of more recent theorizing Atitude and persuasion research is a major atea of interest to those in socal psychology. Theory building has been characteristic ofthis restarch Only a faction ofthis Titeratue has been reviewed inthis section ofthis chapter; however, te information presented provides & basis for information resented Inter. These theories, especially the functional theories discussed ac, provide guidance to the development of recommendation fr the design of persuasive messages Aivered by media ———____ gee or snl make oca te moe tel nda eo eng ee ‘tenes, (cele 3a gets POP nome as Swine and me ee Oe Aga 7.5, they do hav nice homey, iggy eo ae, fast Neve cvtcunenly concen ie taped pentose ta aac ce wot eco 439 lion sare mia seus boner i Cain ie wii 200 Llane af tase eat cra SY tesa marker about 400 mes og ada sa gi nada consumes ares hoon mcg 25 me poe Sande ne gett tenon ens ht opera eg oe, Shandon eee US. es as dition poo Cassa ned ‘han ims operating sll in Cannas The Influence of indivduat Ditferences on Consumer Behavior ang ef te ch ag icome, ad sean inporanto u- snes Gane havea dcelopngmaheag oe wae spent hed by asalsing he aye whch da ee Soren jan Mees alles consanr behav Tes es shownatth ge sd of the CDP model barred roan ie oa Personality and Consumer Behavior i Cee sels a ok in he ps fener he Si Shenae Beavir and Marking 7-4 don and fas See orks oat at ayaites ach frmnciy eso a Tron nw Mt th wy Toeemaly Kae econ ete iy nh EO FS eb ant weep ae en ring cach Knowle, mon, and study, tr a imac rel te egy mor wile Wher eed ing ads, ML2P their und mela nope ‘ns fens tli sles promatons and aden eo rose» [ omaus staninens or colsvaessenance Personality ‘Personality has may meanings. Inconsume tudes, personality is defined as con- sient responses to enstonmntl inal eis an individuals une psychological satenp, whic consistently influences how the person responds to his or ber en ‘Renment. Why do some people like to go to movies or walk daring thee time and ‘thers keto ran sarathons or go syeving? We often say it is Because of persona fy Consumer analyte approach the answer by employing tree major theories pchoanaly, socoprrcholopicl, and wei fators* PSYCHOANALYTIC THPORY Paychonnalgsic theory tecognies tha the human peronaity system consists of ied eg an superego" The i isthe sure of psychic energy and secks immed te prauication for biologi and instinctual needs The sper represents societal Gr peronal norms an serves as an etic constrint on behav. The ego mediates the hedonic demands of the andthe moras prohitions ofthe sopeeao, The ‘dyoanie interaction of thee clement rerls in unconscious motivations that are ‘manifested in obser buna bavi. Sigmend Freud, the father of psychoanalytic ‘theory, bere that personality derived fom the conic becween the desire 05 bly physical needs a he need ro bea contiuting member of oc. "oychonnayic theory served a the conceptual bass orth motivation reseatch rmoreient described ia Chapter Land was the fogeruner of lfetle studies, Ae Conlin to the pulospby of rccvation researches such as Dr. Ernest Dichter, ensumer behavior afien the ts of unconscious consumer motives, which ean te dermined through indirect asessmeatmnthods rach a5 projective and scat poychological echniqies The mogeason research movement produced some ex nordinary fndings, For exatple, motivation eeseatchers theorized tht « man who re SERN Nc en bujea convertible ses it ab a sbsste mines and hitmen waat thee cigars to be cioriferous prove hee msc” Silat consumes buy gouttct ead, fs ign cars, vodka, and perfume to expeess individual" Thee examples ste subject to serious questions ofvalty and provide ie moc than a raring plac for tats keting planing. A consumers personality ea reult of mach more tha sabeonscioss dives. Yea pear dea of adverising i inced bythe pychoanaltc approche personaly especially its heavy emphasis on renal and other dep sued bloga SOCIOPSYCHOLOGICAL THEORY Sociopsychologicalthesry recognizes te intesdependene of the individual and society. The individual sives 9 mee the oeeds of society, wens sciy help the ‘individ fo ata is or her personal goal The theory therfore a combination of sociological and pochological cements” Soiopeyhologeal personality theory di fer from peychoanalyic theory a two mporeant respect Fst soil vas bes than biological instinct are considered tobe the mos mporantdtemanaat it shap ing petsonalip. Secon, behavioral motiation ie ected ta net hose needs, Forex mpl, a coaster may buy a produce ha symbolics an wnatainable or solu ceptable goal. Although the consamer might not admit why he ose Dough the roduc, we know thatthe acsuson full ome sabeonsvions “forbidden die ‘An example of sociopeycholgial personality theory isthe Homey paradigm (Gased on theory developed by Katen Horsey), which sugges tha human bet ‘ess fom tee predominant itrpesonal orientations compliant, ages, and fecched. Questions designed to measure these viable are fered to a2 1 CAD seal” Compliant people are dependent on other for love and alco, sd ae aid ‘ro move toward others. Aggressive people ae motivited by the gee for power and ‘move again others, Detached people ae slfauticient and independent spd tone sveay om ones” ‘TRAIT-FACTOR THEORY “Tratactor theory is a quantitative approach to personaly, whic proposes hat an individual’ personality compote of pedlepcisinalavibues cle ay A teat samy stngushable,vlavely enduring wy in hich me nivel dies from another. Examples of such ats might be sociabliy,amoun of nena contro, ‘or oter individual dievence variables. Consumer arate might find waits sacha ‘ikeakings self consciousness, and need for cogaiton”’ mow weal in makeing planning, One researcher upgts a thcesiered framesock that inca persoalitp feats, peional concerns, frasing o goals and the rtepie people ee To achieve ‘hose goal and lie stoves, the narrates people construct to inigrte tes pos, esen, ad anscipated fare. “Thee assumption delineate the traiactor theory. The ist assumgtion is that sets ae common many indsduale and vary in absolute amounts among inv tal and therfore ean be used o segment markers. The soond sumption i that thes trait ae relatively sable and exer fairly overs elects on thao earls ff he environmental sation. Therefore, waits ean pedir a wide vce of bhay™ ioe. The fal assumption asserts hat eae canbe infeed om the easement of behavioral indtor Several standard paychological measure hae ben developed to inventor ts, such a the Calforia Psychological Inventory and the Edwards Peso! Preference ‘Schedule (EPPS. Widely usd for psychological esting, these ess ee sometines sp lied to marketing bt often produce mined cele Modi ets are moe likely tobe ull for consumer esearch™ “inc cheoey i perhaps most wel so maceting sate inderoping brand pessonalty—the personaly consumers interpret from asec brand, Bed Ee characeied ina varie of ways soc aso fashioned, moder, fon, proce, ‘ascalne, or glamorous. Some advertising addresses the tendencies of some con fumerso buy and own prodact that ae an extension of temsces or a efecion of ‘no they wou ike to be. Thee tats—emetionl seb, agreeably and the ‘eed for activity account for 39 percent ofthe variance nthe cstonereienason of employes toward customers in sec organizations” Predicting Buyer Behavior “Trat-factor theory hs been the pinay basi of marketing peeonly research Atypical sadly atempts fo fd slain between at of econ raiales tnd sored consumer behavior auch a prchares, media choice, anorion feat nd Social ialluence, product choice, opinion leadership, rsk-aking, and atrode ‘hang ical esearch, personality was found relate to specie atsbuts of prod Sctchoig.” Research als insted the people could make eave good jdgments “bout other people's nd ow they elt to actobile brands, oecspaions, od ‘magazine choiees” editing consumer bchavior was often the objective of esol research nthe carly years. Stes attempted to peedct brand or store preference and oder Buyer esi, bo ually found oly very small mounts of atance in produc hole ex line. by personality Locking Back rom todays vantage pon, hese rev are fot autrising Afterall, ersoiity i bor one variable isthe consume’ decison ‘aking proces. aay claionship were tobe established, dependent variables such {intention} would be beter candidates than bev, Even perso traiswese {ound tobe valid predictors of intentions or bavi, thee es aed owe snmarketingsuatey for the following ass 1. People with common personalities can represent wide variations in demographic ‘aisles, and mate medias primary sepmented on a demographic basi 2, Measures tha late personality vatiables cften dont demonsrate adequate relay and validity Peronaiy hasbeen able to explain ony about 10 percent of vince in behavior. Procter 8 Garblecondicted many sues several decades go ung personality 5 seginentation variable, Afr thtce years of efor, the amp was sbandoned Because the brand and advering managers could not generate cvs that allowed ther 10 Sercop marketing ates any more lectvely than with oder methodslopes The faire of personaly mearar to pede consumes beavir has sinulated evelopment of more rset approaches. One approach ito rele personality mea- ‘surest mediating variables or wages within the decision proces, ach need recog- ‘ison, and to understand the ole of personality in information procesing. Another Spproach incorporates personality data with information about individuals social Sn economic condo. And another approach iso use broader concepts sich a “aes an psyehogeaphics. Personal Values Examining consumes” ale is another way to understand why consumers ary it shel ndividldeconaling Lie atid, values copresentconsomer bbls sbout Iieand accepeable behavior Unlike tudes, values transcend stuations orevents and me ETE UE PREECE Figure 7.8 ser such questions, "I this rand forme” Vales inence the etsvenss of ammunications progransas consumers a “sthissituation(portayeliniheadh age Jnwhch I would partiopas? Values ace endorng motivation rhe “ene” pete ‘eckin thee lives, Ina esse, markeingoffen provides “means” tach hes ee Lagdering Understanding how ralusdetezmine matkes demand canbe faciitte by a tech gue called laddesing.Laddeving refer to depth probing dicted tsrd wears ering higher-level meanings at both the Bent attrac) level andthe nas loc laden seks to uncoerthe linkages beween produce artes, personal ce somes (consequences) and values tha sere to sirwture component of ie eee wor in consumers mid Figure 7.9 shows the abuts provided by wine coolers (eg carbonation, crisp, “xyes, label, ote ss alcohol ling, male size) and how the comeguenes ok those beefs ets refishing, hist quenching, nore feminine void nga of ‘oho, press oters, and so on) eel othe values (eg aeleseems eros ‘ment, belonging family Ie) of varying enzhet segments: Any ofthese pool ‘maps ofthe vale structures could ead the company to develo sctatheacioegy ‘rates, Although the aibutes might bese sane, the mage th shold sev ‘oped for those with the selestem vale would eriphasee messing etry petags with asophinicated image The oder imag, however, would be devcopel for tee fami vale, emphasizing sciling without the negatives of leo Adional anapsis may indicate the sie of segments, the degree of overlap between seme, "ppl tha canbe sed co appeal the widest umber of consumer, and level of abstraction that shoul! be wed in advertising and other element of nde sernepy Recent advances in ladderng theory fis on extending Inidacce _esetch on wider range of goal decd behavior and on new tata techniques {eid in interprets Lifestyle Concepts and Measurement Lifesye i «popu concep for understanding consumer Behavior, perhaps be- ‘cause ig more contemporary than personality and more comprehensive than vals ifesyle marketing aempes to relate a product, often through adversng 0 the veyday experince ofthe marke target [ifs a summary constrict defied as pattern in hic people ie and spend time and money. These pater elec pisos ative, interest, and opinions (10s) s well 2x demographic variables discussed carer. People use construe sich 2 beste to construe he events happeing aound thes aid wo interpret concep ‘ual ad pedir evens a wel a recone heir vals ith events. This tf consteac sstem is personal but ao changes conily in sesponse to a person's reed ro concepualize cues rom the changing environment to be eon with is trher own values and pesonlt?” Value are late enduring frye change more rapid Lilestyle searches rut, therefore, kee resarch methods and marketing stetepis caren, Some the oles cof. nts ads, Folger appealed to consumer’ memeris of sling cafe ‘brewing heir home hen they Wece young. For the baby boomes gescaton, Ble 1:8 meant returning home co de safety and comfort of family. More cently, how. ‘rer a younger, more mobile group of cole drinkers was Bort Sarbucts pom ration. Cafe dit mean 2 return ro home (which for tany meant diveree nd ‘unhappy childhoods Starbucks, rahe, became «rst symbol and confor fe dom and sees. This change also mean that a majoiy of cofeeconsumpeon was ‘occuring outside the home To compte, P&G introduced Milstone fem groved _gourmec coffee fin gourmet favors) positioned to seach this new corso kcyie Segment. P&G packaged the ofc in bags rather than cay fred more vor, tad let consumers bring cafeeshop ce and arom home witha grocery sore Dan With peychographic analssy marketers cin understand tele cove casos? Iiestyles better and develop packaping and communication programs thst postion ‘Product othr vious lfesyle atssbues. How does the marke of pew pasts inner kis want co show the prodact in an a4? Should t show how easy tata ake the pasa (showing the man of se house prepsring it without making a mes inthe Steen} or should show how delicious having people consume at a egant ‘inner table with candlelight nd flowers? The dens go beyond sandaré dene, taphieso poston the product inline with ce acivits, hoes fay al ream ef ‘the product's best customers. Psychographis have azo been use to determine whether national brad promoiions and soe brands atract he same valvesonscoes oasumes, which would aggravate chanel const between manuseison sad re, tiers. Paychographi deers of sore brand ue intore promotion be snd outa. soe premosion use diflrsobstantaly a ore rand ares parteulary soe with pie consciousness, ower quality consciousness and store loyalty, wheres out fore promotions are associated with higher shopping ajysnent an es pecans ‘9 conform wo the expectations of eches.® Patens of searching cling tae spent esearch episode, and search requney can ls be studied wing psphogrsplct, hich cn be wel in Web design and planning communion states, VALS ™ A widely used approach 0 ifesrple marketing the Vales and Liege Sytem (VALS), which was developed a SR Intemational and shown a Figare 711 Se = oI = i= EI ray ren a a © = ray ‘Consumes bavi analasaremcresigy equed 1. vate ths statement: Aras of consomer ‘oundertand buying snd consumption denon on ends boy importa fof markting 2 al bai expecially the slow a elning pyar consumer roduc ut ied wl in latin bate of ome of she more sBhene masons The al marketers seach for markets tat hve bash opuation growth 2, ihre be mor or ewe births te fen tnd food or proving sonar condos en the Une States? What varie should be con lebstothe Paci Rim thelndan Ocean Hu ]OR), sidered in anaes queton? tnd in Americ. Inthe United Sen mot ofthe 2, Ase a mute of mor apace ete ‘row in markets among older cohorts epally ered nth effects ofthe baby borers onde ‘muppies and the youngagnin goer, and forte company procs. Wat fe Yo" Beyond demographic, conse: snats nedterlons and what ay, reser shou be to examine personality, aera Meyer Deed> conducted to are the ueston more fl? ing what poducs ta ty and we varie ewe 4 Annas thi stements May Markets ro Shade cae ofthe eique characteris poe growing in number very api bt they or oF ‘eed by cach india Personality ied a8 Wileiterest to maratr Dente they hovetle onsite cesponss ta envcenmentl imal. Three mney compared wth younger markets Ijor theo or appronces othe uy of ptzon: Whi counties ofthe worl wl prone the Best tat factor. Pesonal vue lio explain ndvdual_—thenext eno fey years? Why? {lerences among consumers Oe apreach to wr 6 How do you recnce te bat thst nia repre destanding value the Rokeach Value ene (HVS), sem an atacive ret when reports indate ‘hich denedvaluersrterminalandstumental, sev alow peeapte GMP? rc fGen te _meumaer tamer a ya | ‘TELL a noha 2003 is substantial below the neck 22 milion payers in 1990. Only 6 percent of ‘cationers epot hat teonais an iaporar par of thei vacaton,aprceatage ha Ueaup hl of what icwas almost dade ear. As these mubers indica, thie ‘Tose has oo: been able to marin the favorable aude toward playing tenis hat fe once enjoyed. Rekinling these favorable ates i olay’ yuh mast be 0p peony forthe tess indy arly in he chapter me sade reference ro something called mulsiaeibut tcude sodate te dona appronch ove the ast thre decade for understanding the be Fels detrine tities, The dime bas now arived for ato examin these mo cle up lean persona Using Multiatiribute Attitude Models to Understand Consumer Attitudes According to mulianibute atte del, bebe about a prodursatibutes or characerises ae important because they determine he fvorbly of one ade toward te product, Iwo dierent moltatsibute model are disused nex. “THE FISHBEIN MULTIATTRIBUTE ATTITUDE MODEL ‘Maren Fishin’ formation bas been ured extensively by consumer researchers sige t conception ore than foxy Yass 4604" Symbol, he formation canbe expressed 5 She : whee The ate rows he abject, ‘5 = tesco the ele hat the objet has atibute 6, =the evant of aibute nd 7 the numer of sien oeinportant sues. compen [eons eur eens. armas a AENTNS EE SE SPECS respectively. The sote fr brand Ais very good, ‘onsdering that the maximum so, given the cen se of easton, is +36. The maximum teore is derived by assuming the ideal bli score (+3 or ~3, depending on wheter the at buts poste or gaily vasted) and com ining with he exiting eralsaton scores ‘THE IDEAL POINT MULTIATTRIBUTE, ATTITUDE MODEL ‘Whereas the Fsia model was developed ‘o understand all dierent kinds of stds, the ‘eal-pint mode was designed specially for un derstanding conmumer aides toward products>= This model can be represented symbolically ax Ay = aie tomaed the product, W, =the importance of tite 5, 1,= the ideal” pesfoomanceonatibute , 2) =the Bl about the product actual perfor- ‘mance on asebte sd = the umber of sale abuts, Unde the ideal-poine mode, consumers indicat whee they bev a product is Jocated on sales representing the various degrees o eves of salient atures Con sumers also epoet where the ideal” pact woul fall on thee abu sales he

You might also like