Lecture Advertising and promotion (2/e) – Chapter 5: Starting with the consumer

Chapter 5
Starting with the consumer:
developing consumer insights

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Learning objectives
1. To understand the role consumer behaviour plays in the
development and implementation of IMC programs.
2. To understand the consumer decision-making process
and how it varies for different types of purchases.
3. To understand various internal psychological processes,
their influence on consumer decision making, and
implications for IMC.
4. To recognise the various approaches to studying the
consumer learning process and their implications for IMC.
5. To recognise external factors such as culture, social
class, group influences and situational determinants and
how they affect consumer behaviour.
6. To understand alternative approaches to studying
consumer behaviour
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Attitudes

Integration

Perceptions
Motivation
Consumer
decision-making
models

Culture

Consumer
decision-making
processes
Learning

Influences on
consumer decision
processes

Subculture

Behavioural

Reference
groups

Studying
Consumer

Behaviour

Cognitive
Interpretive/
postmodern

Situational
determinants

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Neuroscience: mapping the mind
In their never-ending quest
to learn more about
consumers, marketers have
turned to other disciplines,
including science,
psychology, anthropology
and medicine. Techniques,
including PET scans and
MRI are shedding new light
on information processing
and product preferences.

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Consumer behaviour: definition
Consumer behaviour refers to the processes
and activities people engage in when searching
for, selecting, purchasing and using, evaluating
and disposing of products and services so as to
satisfy their needs and desires.

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Consumer decision making
Decision stage

Psychological process

Problem recognition

Motivation

Information search

Perception

Alternative evaluation
Purchase decision
Postpurchase evaluation

Attitude formation
Integration
Learning

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Honda CR-V

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Problem recognition
• Problem recognition represents the first stage
in the consumer-decision process.
• Problem recognition motivates consumers to
search for solutions.

Problem
Problem

recognition
recognition

=

Ideal
Ideal
state
state

Less

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Actual
Actual
state
state

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Sources of problem recognition

Out
Out of
of stock
stock

Dissatisfaction
Dissatisfaction

New
New needs
needs
or
or wants
wants

Related
Related product
product
purchase
purchase

Marketer-induced
Marketer-induced
recognition
recognition

New
New
products
products

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Oxy

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Problem-solution with Rexona

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Sheridan’s new towel

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Maslow’s hierarchy of needs

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Quorn

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Guardian Insurance

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Psychoanalytic approach
Strong
Strong
inhibitions
inhibitions

Symbolic
Symbolic
meanings
meanings

Subconscious
Subconscious
mind
mind
Complex
Complex and
and
unclear
unclear motives 
motives 

Surrogate
Surrogate
behaviours
behaviours

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Motivation research
In-depth
In-depth
interviews
interviews

Projective

Projective
techniques
techniques
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Association
Association
tests
tests

Focus
Focus
groups
groups
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Problems and contributions
of MR
Problems

Contributions
Reveals
Reveals hidden
hidden
feelings,
feelings, drives
drives and
and

fears
fears
Highlights
Highlights importance
importance
of
of symbolic
symbolic factors
factors

Shifts
Shifts attention
attention from
from
‘what’
‘what’ to
to ‘how’
‘how’ and
and
‘why’
‘why’

Qualitative
Qualitative results
results from
from
very
very small
small samples
samples

Motivation
Motivation
research
research

Varying,
Varying, subjective
subjective
interpretations
interpretations

Difficult
Difficult or
or impossible
impossible
to
to verify
verify or
or validate
validate

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Consumer information search
Personal

sources
Marke
t
source
s
Pub
sou lic
rces
Per
exp sonal
erie
nce

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Perception
Marketers are interested in:
1. how consumers sense external
information
2. how consumers select and attend to a
diverse range of information sources
3. how this information is interpreted and
given meaning.

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Perception involves three
processes
Sensation:
Sensation: direct
direct response
response of
of the
the senses
senses

Perception
Perception

Selection
Selection of
of information:
information: determines
determines
which
which inputs
inputs will
will receive
receive attention
attention

Interpretation:

Interpretation: organising,
organising, categorising
categorising
and
and interpreting
interpreting the
the information
information inputs
inputs

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The selective perception process
Selective
Selective exposure
exposure
Selective
Selective attention
attention
Selective
Selective comprehension
comprehension
Selective
Selective retention
retention
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Evaluation of alternatives
 After gathering and selecting information, the
consumer moves to evaluation of alternatives.
 A set of brands with the potential to meet the
consumer’s needs is identified.
 The various brands identified as purchase
options to be considered are known as the
evoked set.
 Consumers will evaluate these brands further
before proceeding to a purchase decision.

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Evaluation: the evoked set
All available brands
Brand A

Brand B

Brand C

Brand D

Brand E

Brand F

Brand G

Brand H

Brand I

Brand J

Brand K

Brand L

Brand M

Brand N

Brand O

Evoked set of brands
Brand B

Brand E
Brand I

Brand F
Brand M

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Evaluation

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