This document discusses consumer behavior and the consumer decision-making process. It identifies 5 roles in the purchase process: initiator, influencer, decider, buyer, and user. It outlines the consumer decision process as need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. Key influencers on consumer behavior are discussed as the buying situation (extended problem solving, limited problem solving, habitual problem solving), personal influencers like motivation and personality, and social influencers like culture, social class, and reference groups.

1. Curso académico 2014
Dissecting the
consumer behavior
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By Juan José Delgado

2. Understanding consumers:
the 5 key questions
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3. Consumer
Jobber, D. 2010 Principles and Practice of Marketing. 6th Edition.
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4. Who buys?
1.
2.
3.
4.
5.
Initiator
Influencer
Decider
Buyer
User
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5. 1. Initiator
•
The person who begins the process of considering a
purchase. Information should be gathered by this
person to help the decision.
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6. 2. Influencer
•
The person who attempts to persuade others in
the group concerning the outcome of the decision.
Influencers typically gather information and
attempt to impose their choice criteria.
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7. 3. Decider
•
The individual with the power and/or financial
authority to make the ultimate choice regarding
which product to buy.
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8. 4. Buyer
•
The person who conducts the transaction. The
buyer calls the supplier, visit the store, makes the
payment and effects delivery.
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9. 5. User
•
The actual consumer / user of the product.
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10. Could you identify the key roles in this purchase?
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11. How they buy?
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12. The consumer
The consumer
decision-making process
decision-making process
Jobber, D. 2010 Principles and Practice of
Marketing. 6th Edition.
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13. Need recognition / problem
awareness
•
The degree to which the consumer intends to
resolve the problem depends on:
• The magnitude of the discrepancy between
current situation and desire situation
• The importance of the problem.
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14. Does it provide enough
incremental value against iPad3?
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15. •
Marketers should be aware of:
• The needs of consumers
• Need inhibitors (Risk, efforts…)
• Need stimuli (ads)
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16. Information search
•
Identification of alternative ways of problem solution.
Kinds:
•
•
Internal search: memory
External search:
•
Personal sources: Family, friends…
•
Commercial sources
•
Third-party reports
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Awareness set

17. Does anyone know what
this mean?
g
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18. … and this?
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19. Google has change dramatically the context
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20. Evaluation of alternatives
and the purchase
•
Reduce the awareness set of brands to a evoked
set of brands/products.
•
It depends on the level of involvement of the
purchase
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21. Jobber, D. 2010 Principles and Practice of
Marketing. 6th Edition.
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22. Google has also comparators!
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23. What are they choice
criteria?
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24. Reliability
Durability
Performance
Style/looks
Comfort
Delivery
Convenience
Taste
Status
Social
belonging
Convention
Fashion
Self-image
Risk
reduction
Ethics
Emotions
Jobber, D. 2010 Principles and Practice of
Marketing. 6th Edition.
Price
Value for money
Running costs
Residual value
Life-cycle costs
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25. What is the different choice criteria for these
products?
33cl
0,50€
200cl
1,50€
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26. Post-purchase evaluation of
the decision
•
Cognitive dissonance: uncertainty about making
the right decision.
Word of mouth.
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27. www.juanjosedelgado.es

28. Influencers on Consumer
Behavior
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29. Jobber, D. 2010
Principles and Practice
of Marketing. 6th Edition.
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30. Jobber, D. 2010
Principles and Practice
of Marketing. 6th Edition.
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31. The buying situation
1. Extended problem solving
2. Limited problem solving
3. Habitual problem solving
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32. The buying situation
1. Extended problem solving
2. Limited problem solving
3. Habitual problem solving
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33. 1.- Extended problem solving
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34. Extended problem solving
1.
2.
3.
4.
Self-image
Perceived risk
Social factors
Hedonistic influencers
Kuusela, H., M. T. Spence and A. J. Kanto (1998) Expertise Effects on Prechoice Decision Processes And Final Outcomes: A protocol Analysis,
European Journal of Marketing 32 (5/6) 559-76
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35. 1.- Self-image
•
Involvement is likely to be high when the decision
potentiality affects one´s self-image. Thus purchase
of jewellery, cars, and clothing invokes more
involvements than choosing a brand of soap.
Kuusela, H., M. T. Spence and A. J. Kanto (1998) Expertise Effects on Prechoice Decision Processes And Final Outcomes: A protocol Analysis,
European Journal of Marketing 32 (5/6) 559-76
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36. 2.- Perceived risk
•
Involvement is likely to be high when the perceived
risk of making a mistake is high. The risk of buying
the wrong house is much higher than buying the
wrong chewing gum, because the potential negative
consequences of the wrong decisions are higher. Risk
usually increase with the price of the purchase.
Kuusela, H., M. T. Spence and A. J. Kanto (1998) Expertise Effects on Prechoice Decision Processes And Final Outcomes: A protocol Analysis,
European Journal of Marketing 32 (5/6) 559-76
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37. 3.- Social factors
•
When social acceptance is dependent upon making
a correct choice, involvement is likely to be high. The
purchase of golf clubs may be highly involving
because the correct decision may affect social
standing among fellow golfers.
Kuusela, H., M. T. Spence and A. J. Kanto (1998) Expertise Effects on Prechoice Decision Processes And Final Outcomes: A protocol Analysis,
European Journal of Marketing 32 (5/6) 559-76
www.juanjosedelgado.es

38. 4.- Hedonistic influencers
•
When the purchase is capable of providing a high
degree of pleasure, involvement is usually high. The
choice of a restaurant when on holiday can be
highly involving since the difference between
making the right or wrong choice can severely affect
the amount of pleasure associated with the
experience.
Kuusela, H., M. T. Spence and A. J. Kanto (1998) Expertise Effects on Prechoice Decision Processes And Final Outcomes: A protocol Analysis,
European Journal of Marketing 32 (5/6) 559-76
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39. The buying situation
1. Extended problem solving
2. Limited problem solving
3. Habitual problem solving
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40. 2.- Limited problem solving
•
The consumer has some experience with the product
in question, therefor, information search is mainly
internally (memory). However, some external
information is taking place (such as checking prices)
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41. The buying situation
1. Extended problem solving
2. Limited problem solving
3. Habitual problem solving
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42. 3.- Habitual problem solving
•
It occurs when a consumer repeat-buys the same
product with little or no evaluation of alternatives.
Advertising may be effective in keeping the brand
name in the consumer´s mind and reinforcing
already favourable attitudes towards it.
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43. Jobber, D. 2010
Principles and Practice
of Marketing. 6th Edition.
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44. Personal influencers
1.
2.
3.
4.
5.
6.
Information processing
Motivation
Beliefs and attitudes
Personality
Lifestyle and age
Life cycle
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45. 1.- Information processing
•
It refers to the process by which a stimulus is
received, interpreted, stored in memory and later
retrieved. It is therefore the link between external
influencers (such as marketing activities) and the
consumer´s decision-making process.
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46. 2.- Motivation
•
•
An understanding of motivation lies in the
relationship between needs, drives and goals.
Five categories proposed by Maslow:
•
Physiological
•
Safety
•
Belongingness and love
•
Esteem and status
•
Self-actualization.
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47. 2.- Motivation
Jobber, D. 2010
Principles and Practice
of Marketing. 6th Edition.
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48. 3.- Beliefs and attitudes
•
A belief is a thought about a product or service on
one or more choice criteria. The consequence of a set
of beliefs may be a positive or negative attitude
towards a product or service.
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49. www.juanjosedelgado.es

50. 4.- Personality
•
Personality is the inner psychological characteristics
of individuals that lead to consistent responses to
their environment.
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51. character
Temperament
Persistency
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Personality

52. 3 temperament
dimensions
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53. Novelty
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54. www.juanjosedelgado.es

55. Risk
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56. Risk is always subjective
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57. …ALWAYS
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58. Social
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59. www.juanjosedelgado.es

60. iPod
Vs
iPhone
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61. 28.01.13
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62. NORISO
CUBE
Adventurous
Novelty
Passionate
Reliable
Risk
Explosive
Sensitive
Independent
Cautious
Social
*Adaptation and review of temperamental de R. Cloninger (1993)
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Methodical

63. Passionate
•They need to catch the attention.
•They look for new curious and singular new products or services.
•They need to be the singular guy in the group.
•They love imported items. They are difficult to access.
•They do not care about prices. However, good deals are welcome
as long as they can talk about them.
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64. www.juanjosedelgado.es

65. www.juanjosedelgado.es

66. Methodical
•They need stability, order, and control.
•They are checking continuously. It is not weird to go to
the same web some times in order to check and doublecheck the promotion before buy.
•They are deal-seekers. (good quality / Price)
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67. www.juanjosedelgado.es

68. www.juanjosedelgado.es

69. Sensitive
•They need to catch the admiration of others.
•They love exclusive brands. These brands have to have a proved
record about social admiration. This exclusivity has to be socially
proved.
•They will not risk to be critiqued. It makes them be frustrated.
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70. www.juanjosedelgado.es

71. Independent
•They love to enjoy about their own loneliness (They perceive
negatively processes that make them change their loneliness
stability)
•They love new technologies. They invest long hours on them.
•It provides them pleasure without interacting with others.
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72. 28.01.13
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73. Adventurous
•They do not tolerate to be bored.
•And they usually get bored easily.
•They do not like to plan, they usually take decisions on the go.
•Typical activities that they love are long trips, risky sports…
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74. 28.01.13
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75. Cautious
•They need to feel loved, be part of something.
•It makes them to be dependent of their reference
group (family, friends, celebrities…)
•They are cautious, they try to delegate all their decision
on others.
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76. www.juanjosedelgado.es

77. Explosive
•It is contradiction: They need novelty but they are afraid about risk
•Eventually, they take the decision in an impulsive way.
•They are unpredictable
•They usually buy in an impulsive way:
• They buy things they never use
• They expend more tan they can
• They think short-term
• They love credit cards.
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78. www.juanjosedelgado.es

79. Reliable
•They are just the opposite to the explosive segment. They are
stable, predictable, and reliable
•They need to feel loved as well, however, they use their
temperance.
•They control their expenses.
•They are always the middle point.
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80. 28.01.13
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81. 5.- Lifestyle
•
The pattern of living as expressed in a person´s
activities, interests and opinions.
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82. 6.- Life cycle
and age
Jobber, D. 2010
Principles and Practice
of Marketing. 6th Edition.
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83. Jobber, D. 2010
Principles and Practice
of Marketing. 6th Edition.
www.juanjosedelgado.es

84. Social influencers
1.
2.
3.
4.
Culture
Social class
Geodemographics
Reference groups
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85. 1.- Culture
•
It refers to the traditions, taboos, values and basic
attitudes of the whole society within which an
individual lives.
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86. 2.- Social class
•
Usually drove by occupation
•
It provides satisfactory power to discriminate
between consumption patterns.
•
It works across all product fields
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87. 3.- Geodemographics
•
Based on population census data.
•
Type of accommodation
•
Car ownership
•
Age
•
Occupation
•
Number and age of children
•
Ethnic background
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88. 4.- Reference groups
•
It is used to indicate a group of people that
influences an individual´s attitude or behavior.
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89. Follow me on:
www.linkedin.com/in/juanjosedelgado
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