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Consumer Behavior: A
Framework
John C. Mowen
Michael S. Minor
Key Concepts
Groups and types of Child influence on
groups family decisions
Role
How business to
business and
Social comparison consumer buying
processes differ
Group polarization Service encounters
Trends in household as theater
demographics Market mavens
Diffusion
Group Processes
Group members
sometimes make
decisions as a group
Types of Groups
“Reference group” encompasses a
number of more specific types of
groups.
Aspiration group
Dissociative group
Primary group
Formal group
Informal group
How Do Groups Influence
Consumers?
Households are
composed of all those
people who occupy a
living unit
The Nuclear Family
The Extended Family
The Detached Nuclear
Family
e The Demographics of
Households
Families (70.6%)
Nonfamilies
(29.4%)
Family Households:
Married couples
Married with children at home
Married with no children at home
Single fathers
Single mothers
Other families
Nonfamily Households:
Men Living
Alone
Women
Living Alone
Other
Nonfamilies
Some Household Trends
Wife-Dominated
Decisions
Husband-Dominated
Decisions
Autonomic Decisions
Syncratic Decisions
Family Influence - Children
Children have more influence on:
Food, vacations, eating out .
Adept at forming alliances with 1
parent to constitute a majority.
Child influence increases with age
and earnings.
Childhood Consumer
Socialization
. . . refers to the
processes by which
young people
acquire skills,
knowledge and
attitudes relevant
to their functioning
as consumers in the
marketplace.
Model of Consumer
Socialization
Background Socialization Learning Outcomes
Factors Agents Mechanisms
Modeling
SES Media
Reinforce- The
Sex Family
ment Socialized
Age Peers
Cognitive Customer
Class Teachers
develop-
Religion
ment
Organizational Buying
Behavior
An organizational
buying center is
made up of those
people in an
organization who
participate in the
buying decision and
who share the risks
and goals of the
decision.
Building Relationships in
Organizational Buying
. . . takes place
when two
individuals
transfer resources
between each
other
Word-of-Mouth
Communication
. . . refers to an
exchange of
comments,
thoughts, or ideas
between two or
more consumers,
none of whom is a
marketing source.
Word-of-Mouth
Communication
May account for 3
times as many sales
as advertising.
Is twice as effective
as radio ads, 4 times
as effective as
personal selling, 7
times as effective as
newspapers or
magazines.
Opinion Leaders...
Lead in a specific product category and
situation.
Are usually involved with the product
category.
May have higher social status than
followers.
May be more innovative in purchases than
followers.
Are a bit similar to product innovators.
Types of Opinion Leaders
Opinion Leader Market Maven
Always involved in General market
product category. knowledge
High status,
Expertise not
socially active. product specific.
Product Innovator
Surrogate Consumer
Often professional:
Purchases tax consultant, wine
innovative steward, stock
products broker.
Less integrated
into social groups.
Service Encounters . . .
. . a personal
interaction
between a
consumer and a
marketer.
Service Encounters as
Theater
Firm’s Backstage Management Functions, Rehearsal
Firm’s Front
Region Personal Front, etc.
Performance
Customer’s Front
Region Personal Front, etc.
Autonomy Indifference
Mutual Cooperation
cooperation Dominance
Total dependence
Diffusion . . .
. . . refers to the idea . . . in the consumer
that substances and behavior setting, refers
ideas can gradually to the process by
spread through a which innovative
ideas, products, and
medium of some
services spread
type and reach a through the consumer
state of equilibrium. population.
Transmission Processes
Trickle-Down
Theory
Multi-Step Flow
Model
Multistep Flow Model...
Mass
Media
Gatekeeper F
O Follow-
Mass ers
Media G F
O
Mass F
Media
Opinion Leaders
Implications of Multistep
Model
Mass communications can directly
reach nearly everyone.
For some products, opinion
leader/follower roles are reversed.
Gatekeepers can choose whether
opinion leaders/followers get
information.
Communication flows back and forth
between all 3 groups.
The Diffusion of
Innovations
A product
innovation is a
product that has
been recently
introduced and is
perceived by
consumers to be
new in relation to
existing products
or services
Managerial Implications
Positioning. New products should be positioned
to appeal to opinion leaders, then possibly
repositioned to appeal to followers.
Environmental Scanning. Scanning can identify
what present customers are saying to other
customers or potential customers about the
company or its products.
Market Research. Research can provide insight
into the shape of the diffusion curve for a new
product.
Implications continued...
Marketing Mix. Promotions can be
positioned to appeal to children and
thus utilize their influence in family
decision makings.
Segmentation. Naturally existing groups
of customers make outstanding target
markets.