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- 1. 5-1 5-1 Marketing Octava edición Philip Kotler y Gary Armstrong Capítulo 5 Capítulo Mercados de consumidor y comportamiento de compra de los consumidores © Copyright 1999 Prentice Hall
- 2. Modelo de conducta de consumidores Modelo de conducta de consumidores 5-2 5-2 Producto Estímulos de marketing Estímulos de marketing Económico y de otro tipo y de otro tipo Precio Tecnológico Plaza Político Promoción Cultural Proceso de Caja negra Características Caja negra que afectan la decisión del comprador del comprador del comprador conducta del consumidor Escoger producto Respuesta del Respuesta del Tiempo de compra Escoger marca comprador comprador Escoger Importe de distribuidor compra © Copyright 1999 Prentice Hall
- 3. Características que afectan el Características que afectan el 5-3 5-3 comportamiento del consumidor comportamiento del consumidor Culturales Sociales Personales Psicológicas Comprador Comprador © Copyright 1999 Prentice Hall
- 4. Factores que afectan el comportamiento Factores que afectan el comportamiento 5-4 5-4 del consumidor: Culturales del consumidor: Culturales •• La causa más básica de los deseos y la La causa más básica de los deseos y la conducta de una persona. conducta de una persona. •• Valores Valores •• Percepciones Percepciones Subcultura Subcultura Clase social Clase social ••Grupos que comparten un Grupos que comparten un ••Los miembros de una clase Los miembros de una clase sistema de valores basado en sistema de valores basado en social tienden a mostrar una social tienden a mostrar una experiencias comunes. experiencias comunes. conducta de compra similar. conducta de compra similar. ••Consumidores hispanos Consumidores hispanos ••Ocupación Ocupación ••Consumidores afroamericanos Consumidores afroamericanos ••Ingreso Ingreso ••Consumidores asiáticos Consumidores asiáticos ••Educación Educación ••Consumidores maduros Consumidores maduros ••Riqueza Riqueza © Copyright 1999 Prentice Hall
- 5. Factores que afectan el comportamiento Factores que afectan el comportamiento 5-5 5-5 del consumidor :: Sociales del consumidor Sociales Grupos Grupos ••Pertenencia Pertenencia ••Referencia Referencia Familia Familia ••Cónyuge, hijos Cónyuge, hijos Factores Factores ••Influyente, comprador, Influyente, comprador, usuario usuario sociales sociales Papeles y status Papeles y status © Copyright 1999 Prentice Hall
- 6. Factores que afectan el comportamiento Factores que afectan el comportamiento 5-6 5-6 del consumidor :: Personales del consumidor Personales Influencias personales Influencias personales Edad y etapa del ciclo Edad y etapa del ciclo Ocupación Ocupación de vida familiar de vida familiar Situación económica Personalidad y Personalidad y Situación económica autoconcepto autoconcepto Identificación con un estilo de vida Identificación con un estilo de vida Actividades Actividades Opiniones Opiniones Intereses Intereses © Copyright 1999 Prentice Hall
- 7. Estilo de vida Estilo de vida 5-7 5-7 Actualizadores Recursos abundantes VALS VALS Actualizadores Recursos abundantes Orientados hacia Orientados hacia Orientados hacia los principios el status la acció n Experi- Experi- Realizados Realizados Logradores Logradores mentadores mentadores Creyentes Creyentes Esforzados Esforzados Hacedores Hacedores Luchadores Luchadores Recursos mínimos Recursos mínimos © Copyright 1999 Prentice Hall
- 8. Factores que afectan el comportamiento Factores que afectan el comportamiento 5-8 5-8 del consumidor: Psicológicos del consumidor: Psicológicos Motivación Motivación Creencias y Creencias y Factores psicológicos Percepción Percepción Actitudes Actitudes Aprendizaje Aprendizaje © Copyright 1999 Prentice Hall
- 9. Jerarquía de necesidades de Maslow Jerarquía de necesidades de Maslow 5-9 5-9 De auto- realizació n (autodesarrollo ) De estima (autoestima , status) Necesidades sociales (sensació n de pertenencia, amor) Necesidades de seguridad (tranquilidad, protecció n) Necesidades fisioló gicas (hambre, sed) © Copyright 1999 Prentice Hall
- 10. Tipos de decisiones de compra Tipos de decisiones de compra 5-10 5-10 Alta Baja participación participación Diferencias Comportamiento Comportamiento importantes de compra de compra que entre marcas complejo busca variedad Pocas Comportamiento diferencias de compra que Comportamiento entre marcas de compra habitual reduce la disonancia © Copyright 1999 Prentice Hall
- 11. Proceso de decisión del comprador Proceso de decisión del comprador 5-11 5-11 Reconocimiento de necesidades Reconocimiento de necesidades Búsqueda de información Búsqueda de información Evaluaación de alternativas Evaluaación de alternativas Decisión de compra Decisión de compra Comportamiento posterior a la compra Comportamiento posterior a la compra © Copyright 1999 Prentice Hall
- 12. Proceso de decisión del comprador Proceso de decisión del comprador 5-12 5-12 Paso 1. Reconocer necesidades Paso 1. Reconocer necesidades Reconocimiento de necesidades Reconocimiento de necesidades Diferencia entre un estado actual y uno deseado Diferencia entre un estado actual y uno deseado Estímulos internos Estímulos internos Estímulos externos Estímulos externos •• Hambre Hambre ••Publicidad por TV Publicidad por TV •• Sed Sed •• Anuncios de revistas Anuncios de revistas •• Necesidades normales Necesidades normales de una persona •• Eslogans de radio Eslogans de radio de una persona •• Estímulos del entorno Estímulos del entorno © Copyright 1999 Prentice Hall
- 13. Proceso de decisión del comprador Proceso de decisión del comprador 5-13 5-13 Paso 2. Buscar información Paso 2. Buscar información Fuentes personales •Familiares, amigos, vecinos Fuentes personales •Fuente más influyente de información Fuentes comerciales •Anuncios, vendedores Fuentes comerciales •Fuente de la que más información recibe Fuentes públicas •Medios de masas Fuentes públicas •Grupos calificadores de consumidores •Manejo del producto Experiencia propia Experiencia propia •Análisis del producto •Uso del producto © Copyright 1999 Prentice Hall
- 14. Proceso de decisión del comprador 5-14 Proceso de decisión del comprador 5-14 Paso 3. Evaluar alternativas Paso 3. Evaluar alternativas Atributos del producto Atributos del producto Evaluación de calidad, precio y funciones Evaluación de calidad, precio y funciones Grado de importancia Grado de importancia ¿Qué atributos me interesan más? ¿Qué atributos me interesan más? Creencias de marca Creencias de marca ¿Qué creo acerca de cada marca en venta? ¿Qué creo acerca de cada marca en venta? Satisfacción total con el producto Satisfacción total con el producto Con base en lo que estoy buscando, ¿qué Con base en lo que estoy buscando, ¿qué tanto me satisfará cada producto? tanto me satisfará cada producto? Procedimientos de evaluación Procedimientos de evaluación Escoger un producto (y marca) con base en Escoger un producto (y marca) con base en uno o más atributos. uno o más atributos. © Copyright 1999 Prentice Hall
- 15. Proceso de decisión del comprador Proceso de decisión del comprador 5-15 5-15 Paso 4. Decisión de compra Paso 4. Decisión de compra Intención de compra Intención de compra Deseo de comprar la marca preferida Deseo de comprar la marca preferida Actitudes Factores de de otros situación inesperados Decisión de compra Decisión de compra © Copyright 1999 Prentice Hall
- 16. Proceso de decisión del comprador Proceso de decisión del comprador 5-16 5-16 Paso 5. Conducta posterior a la compra Paso 5. Conducta posterior a la compra Expectativas del consumidor Expectativas del consumidor respecto del desempeño del producto respecto del desempeño del producto Desempeño percibido del producto ¡Cliente satisfecho! ¡Cliente satisfecho! Cliente insatisfecho Cliente insatisfecho Disonancia cognoscitiva © Copyright 1999 Prentice Hall
- 17. Etapas del proceso de adopción Etapas del proceso de adopción 5-17 5-17 Conciencia Conciencia Interés Interés Evaluación Evaluación Prueba Prueba Adopción Adopción © Copyright 1999 Prentice Hall
- 18. Adopción de innovaciones Adopción de innovaciones Porcentaje de adopció n 5-18 5-18 Mayoría temprana Mayoría tardía Innovadores Adoptadores 34% 34% Rezagados tempranos 13.5% 16% 2.5% Tiempo de adopció n Temprano Tardío © Copyright 1999 Prentice Hall
- 19. Influencias sobre la tasa de Influencias sobre la tasa de 5-19 5-19 adopción de productos nuevos adopción de productos nuevos Comunicabilidad Ventaja relativa ¿Es fácil observar los ¿La innovación es resultados y describirlos superior a los a otras personas? productos existentes? Características Divisibilidad del producto Compatibilidad ¿Se puede poner a ¿La innovación es prueba la congruente con los innovación? valores y experiencia del mercado meta? Complejidad ¿La innovación es difícil de entender o de usar? © Copyright 1999 Prentice Hall
Notas del editor
- Consumer Behavior Consumer behavior refers to the buying behavior of final consumers -- individuals and households who buy goods and services for personal consumption. Model of Consumer Behavior Marketers control the stimuli or inputs consisting of the four Ps: Product, Place, Price, and Promotion. Environmental and situational influences, though perhaps beyond the control of the marketer, also influence many consumer choices. But what happens between the marketing stimuli input and the buyer’s response or output? That “black box” processing is the central question for marketers. Teaching Tip: You may wish to discuss the “buyer’s black box” in more detail at this stage. Students sometimes become involved in the controversy regarding the presence or absence of consciousness in consumers. Consider using a two-side in-class discussion: Side A: Experimental psychologists argue that what we call consciousness is merely a set of complex learned responses -- an ordinary physiological function. Side B: Sociologists and social psychologists argue that consciousness is greater than the sum of its physiological parts. For marketers, the issue is sometimes linked to free will: Do marketers create needs by conditioning consumers? Do marketers offer need-fulfillers to needs consumer’s create in their “black box?” Model of Consumer Behavior This CTR corresponds to Figure 5-1 on p. 135 and to the material on pp. 134-135.
- Characteristics Affecting Consumer Behavior This CTR relates to Figure 5-2 on p.135 and previews the material on pp. 135-150. Influences on Consumers Cultural . Culture is the most basic influence on a person's values, priorities, and beliefs. Cultural shifts make marketing opportunities although most such changes are in secondary rather than core cultural values. Subcultures are important markets as these groups are often significantly different in their needs to warrant different marketing approaches. Social. Social class is determined by a combination of income, occupation, education, wealth and other variables. Social factors within one's class that affect consumer behavior include reference groups & aspirational groups. Families also exert strong social influences. Finally, each relationship a person has with his or her group carries with it certain roles and status that may carry consumptive responsibilities. Personal . Major personal factors are age and life cycle stage, occupation, economic situation, life style and personality/self-concept. Texts vary in their treatment of the PLC stages but it is clear that singles buy different products than do young marrieds with small children. Occupations differ in time constraints and social pressures to conform that affect consumption decisions. Lifestyles measured by AIO or VALS typologies can reveal different consumption patterns across otherwise dissimilar groups. The unique characteristics of each person that make up their personality also affect behavior. Psychological . Maslow's hierarchy reminds marketers that need states vary in their intensity or motivation. Perception is the process of organizing stimuli and is influenced by selective exposure, distortion, & retention. Learning occurs in response to the presentation of information linked to relevant drives, cues, responses, and reinforcement only some of which is under the control of the marketer. Beliefs and attitudes, though shaped by cultural and social forces, may vary considerably on the individual level.
- Social Factors This CTR relates to the material on pp. 140-142. Group Influence on Brand Choice Groups vary in their influence on product and brand purchases as illustrated on the CTR. Consumers belong to several different membership groups. Primary Groups. Primary groups are those with which we have regular but informal interaction. These include family, friends, neighbors, and co-workers. Secondary Groups. Secondary groups are those with which we have more formal and less regular interaction such as religious groups, professional associations, and trade unions. Reference Groups. These groups serve as direct (face-to-face) or indirect points of comparison and evaluation in a person’s formation of attitudes or behavior. Aspirational Groups. This type of group is one to which the individual wishes to belong and emulates in adopting behaviors appropriate to that group. Opinion Leaders. These are people within a reference group who exert influence over others due to special knowledge, skill, personality, or other characteristic.
- Factors Affecting Consumer Behavior: Personal This CTR corresponds to Table 5-2 on p. 142 and the material on pp. 142-146. Personal Factors Age and Family Life-Cycle Stage. Buyers’ choices are affected by changes in their age and family structure over time. Young singles have different tastes in clothes, furniture, food, and recreation than do middle aged persons with their own children. Older consumers continue to change in their preferences and additionally acquire new buyer needs such as increased health care needs. Occupation. A person’s occupation carries with it distinct consumptive needs. White collar workers need different clothes than blue collar workers. Also, occupations usually carry their own subcultural norms and values that influence buyer behavior. Economic Situation. Means constrain buyer behavior for almost everyone except for the most wealthy. Personality and Self-Concept. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting response to one’s own environment. Self-concept is the basic perception that people have about who they are. Lifestyle Lifestyle is a person’s pattern of living as expressed in her or his activities, interests, and opinions. Determining lifestyle involves measuring AIO dimensions -- the Activities , Interests , and Opinions of consumers. Psychographics. Lifestyle measures combined with demographic information can identify distinct market segments for consumer products and services. The best known of these methods, VALS 2, is addressed on the following CTR.
- VALS 2 Segments This CTR corresponds to Figure 5-3 on p. 144 and relates to the material on pp. 143-145. VALS 2 Segments The VALS 2 Segmentation by lifestyle incorporates both psychological aspects such as principles, status, and action orientations as well as resource-based orientations (abundant versus minimal). Descriptions of each area include: Fulfilleds. Fulfilleds are principles oriented individuals who are mature responsible well-educated professionals. Leisure centers around the home but they are also well-informed about the world. High income but practical, value-oriented consumers. Believers. Believers principles oriented individuals who have more modest incomes, are conservative and predictable consumers who favor American products. Achievers. Achievers are status oriented individuals who get satisfaction from jobs and families. Conservatives who respect authority. Products show off success. Strivers. Strivers are status oriented individuals who seek to emulate achievers but have fewer resources. Experiencers. Experiencers are action oriented individuals who like to affect the environment in tangible ways. This group is active and outgoing and likes new things. Makers. Makers are action oriented individuals who also like to affect their environment but in more practical ways. They value self-sufficiency, family, and have little interest in the larger world. Actualizers. Actualizers are resource oriented individuals with the highest incomes and so many resources that they can indulge any or all self-orientations. Image is an expression of taste, independence, and character. They can buy anything; need nothing. Strugglers . Strugglers are resource oriented individuals who have the lowest income and tend to be brand loyal. Strugglers are concerned with survival.
- Maslow’s Hierarchy of Needs Maslow suggests that lower level needs must be satisfied before individuals become motivated to satisfy higher level needs. Thus consumers will respond to lower level products and promotions until those needs are met. Only then can other marketing offers be of interest. Needs include: Physiological. Physical needs such as hunger, thirst, and bodily functions are the lowest level need and require satisfaction before other needs become important to the individual. Sometimes this helps students understand the difference between needs and wants. A thirsty person may still want an expensive car but if thirsty enough will take a drink of water. Safety. Safety needs for security and protection are the next level needs in the hierarchy. So long as physiological needs are met, safety needs will take precedence over other needs. Fear appeals for consumer products are often linked to safety needs. Social. Human beings are social, gregarious animals. We group together in part to fulfill physiological and safety needs but also because we enjoy and need the company of others. Going to malls to "hang out" fulfills social needs. Esteem. To be recognized as an individual fulfills esteem needs. Self-esteem is the value a person places on himself or herself. As lower level needs become more stable, esteem needs become more important to the individual. Self-actualization. Beyond esteem needs very successful people may still be driven to improve themselves and "accomplish something." These people are driven to self-actualize their potential. Maslow’s Hierarchy of Needs This CTR relates to the material on p. 146-147 and corresponds to Figure 5-4.
- Types of Buying Decisions This CTR corresponds to Figure 5-5 on p. 151 and relates to the material on pp. 151-152. Types of Buying Decision Behavior Complex Buying Behavior. Consumers undertake this type of behavior when they are highly involved in a purchase and perceive differences among brands. Involvement increases with the product is expensive, infrequently purchased, risky, and highly self-expressive. Dissonance-Reducing Buying Behavior. Consumers engage in this behavior when they are highly involved with an expensive, infrequent, or risky purchase, but see little difference among brands. Without objective differentiation to confirm the purchase, buyers often seek support to reduce postpurchase dissonance -- the feeling they may have made the wrong decision. Habitual Buying Behavior. This behavior occurs under conditions of low consumer involvement and little significant brand differences. Consumers do not search extensively for information about brands. Brand familiarity aids in promoting products under essentially passive learning conditions. Variety-Seeking Buying Behavior. Consumers may seek variety when involvement is low and there are significant perceived differences among brands. Differences may be product features -- new taste, improvements, extra ingredients -- or promotional benefits such as coupons, rebates, and price reductions.
- The Buyer Decision Making Process This CTR corresponds to Figure 5-6 on p. 153 and relates to the material on pp. 152-156. Teaching Tip: Consider asking students to describe some of their purchases decisions made at the beginning of the term and link them to steps in the process. Stages in the Buyer Decision Process Need Recognition. Problems are recognized when people sense a difference between an actual state and some desired state. Problem recognition can be triggered by either internal or external stimuli. Information Search. Consumers vary in the amount of information search they conduct. Information search may be a survey of information stored in memory or may be based upon information available externally. Search effort varies from heightened awareness corresponding to increased receptivity for relevant information to active information search modes where the person expends some energy to obtain information that is desired. External information vary in their informational and legitimizing characteristics. Riskier decisions usually elicit more search behavior than non-risky decisions. Evaluation of Alternatives. Following information search, the person compares decisional alternatives available. Criterion for evaluation compares product attributes of the alternatives against degrees of importance each attribute has in meeting needs, beliefs about the product or brand's ability and utility, and an evaluation procedure that ranks the alternatives by preference that forms an intention to buy. Purchase Decision. - The individual buys a product. Purchasing other than the intended product may be due to attitudes of others exerted after the evaluation of alternatives is completed or unexpected situational factors such as point of purchases promotions that affect the alternatives' ranking. Post-purchase Behavior. This involves comparing the expected performance of the product against the perceived performance received. Cognitive dissonance describes the tendency to accentuate benefits and downplay shortcomings.
- Stages in the Adoption Process The new product adoption process parallels the buyer decision process but focuses more on the interaction of consumer needs with product adoption. The new product adoption process may work best to explain how regularly used products requiring re-purchase are considered for inclusion in the consumer's consumptive behavior patterns but may also apply to some durables as well. Awareness. In this stage the consumer is aware of the new product but lacks further information about it. Interest. The consumer is motivated to seek information about the new product. Evaluation. The consumer determines whether or not to try the new product. Trial. The consumer tries the new product on a small scale to test its efficacy in meeting his or her needs. Trial can be imagined use of the product in some cases. Adoption. The consumer decides to make use of the product on a regular basis. Stages in the Adoption Process This CTR relates to the material on p. 157.
- Adoption of Innovations This CTR corresponds to Figure 5-7 on p. 157 and relates to the material on pp. 157-158. Individual Differences in Innovativeness Innovators. Innovators include the first 2.5% of buyers who adopt a new product idea. Innovators help get the product exposure but are not often perceived by the majority of potential buyers as typical consumers. Innovators like risk taking and enjoy buying new products. Innovators may purchase at skimming prices. Discussion Note: You might discuss the ethical implications of skimming. Is it fair? Also, are there cost considerations associated with new product development that make skimming to recover high start up costs more ethical than it may seem? Early Adopters. Early Adopters comprise about 13.5% of the buyers who adopt new products. This group serves as opinion leaders to the rest of the market and their product usage outcomes serve as motivation to later buyers to get the product. Early Majority. Early Majority are some 34% of buyers adopting the product. They are deliberate consumers who adopt new ideas before the average person but seldom lead the market. Late Majority. Late Majority comprise another 34% of buyers adopting the product. This group is skeptical of new products and only buys after the majority of the market has tried it. Laggards. Laggards are the final 16% of adopters and are tradition-bound. They are suspicious of change and only adopt innovation that have already become something of a tradition.
- Influences on the Rate of Adoption of New Products This CTR relates to the material on pp. 158-159. Teaching Tip: The adoption of innovations may be initially confusing to students but they will usually become involved in discussion when new products of importance to them are used as examples. Product Characteristics Influences Relative Advantage. This refers to the degree to which the innovation appears superior to existing products. The greater the perceived relative advantage, the sooner the innovation will be adopted. Compatibility . This refers to the degree to which the innovation fits the values and experiences of the potential consumers. Increased compatibility will accelerate adoption of the innovation. Complexity . This refers to the degree to which the innovation is difficult to understand or use. Greater complexity will slow the rate of adoption of the innovation. Divisibility . This refers to the degree to which the innovation can be tried on a limited basis. Greater divisibility will help increase the rate of adoption of the innovation. Communicability . This refers to the degree to which the results of using the innovation can be observed or described to others. Greater communicability will increase the rate of adoption of innovation.