{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

consumerbtopic2 - Consumer Behavior Topic 2 Economic Models...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Consumer Behavior – Topic 2 Economic Models: Consumer Behavior Models; Need Recognition, Search, Pre-purchase Alternative Evaluation, Purchase, Consumption, Outcomes You personal involvement in the product, service or candidate will impact how you buy, order or vote. We speak of low and high involvement. This is a function of just how much searching you are willing to do. Low involvement products would include such things as sugar or salt vs. high involvement such as cars or computers. And the price of the item does not indicate the level of involvement by the consumer. Some very inexpensive items become high involvement (i.e., clothes, gifts). Factors that may lead to why people do not buy 1. marketing factors: Let me remind you of the 4-Ps of marketing – the marketing factors: product, price, promotion, and place. Perhaps the product is poorly priced and thus is too high for the product category or the product is just not a good product. 2. cultural factors: a classic study was done immediately following World War II for Nescafe, an instant coffee. During the war when many products were rationed, such as coffee, Nescafe was a very popular product. However when the war ended, the product lost much share in the market. A taste test revealed that the flavor was competitive with regular coffee. Why then did people consider instant coffee as inferior? Haire devised a study in which two identical shopping lists were presented to shoppers with only one difference – One of the lists had regular coffee while the other had instant Nescafe. Then the subjects were asked to describe the shopper based on the list. The shopper whose list included Nescafe was described as a “lazy housekeeper”. Thus Haire determined that this was a cultural problem and his advice to the manufacturer was to stress taste. Today the public has not problem with instant (in fact quick preparation is considered a positive attribute!) 3. social factors: what will other people think – what will the neighbors think – this has to do with social risks. Clothes fall into this factor. Thus in marketing certain products associated with social risks, it is helpful to have someone famous wear them. The classic example is Gloria Vanderbilt whose jeans set off a revolution. Prior to G. Vanderbilt, jeans were considered work clothes and prohibited from most restaurants, schools, theaters etc. Vanderbilt, whose ancestor was indeed the robber baron of the same name, was a minor model and clothing designer. She designed a skin right woman’s jean and marketed them as evening, date, dress-up wear. This was in the early 1970s. Today jeans are accepted pretty much anywhere and the price point range from Wrangler through the top designers. 4. personal factors: this has to do with how the individual may perceive of a product’s appropriateness for them – These considerations include gender, age, educational level. For example, in our culture men generally do not shop for cosmetics although male skin is subject to the same degree of dryness and aging as a woman’s .
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern