Consumer Behavior
“Consumer behavior is made up of the process involved in the search, selection, purchase, and use of products, services, and experiences that fulfill consumers’ needs or desires.”
What do people believe?
morals, values, ethical standings, truth, etc.
How do people think?
- Process information (learning)
- Change current beliefs and understandings
Why do people behave?
- Manifestation of beliefs and thoughts
- Belief and thought process
What is motivation?
- “Motives can be thought of as the reasons that people behave the way they do.”
- A force or factor (either intrinsic or external) that attempts to meet needs and wants.
Participant Motivation
- Over 100 identified motives for participating in sport
- 3 groups/categories:
- Achievement Motivation
- Social Motivation
- Mastery Motivation
Spectator Motivation
- Diversion
- Distraction from a course or activity
- “Escape from life”
- Eustress
- Positive levels of arousal
- Excitment and simulation
- Economic Gain
- Growing motive
Perception
- “The process by which a person selects, organizes, and interprets stimuli to create a meaningful picture of the world.”
- Perception is dependent on the characteristics of “thing” perceived (stimulus factor) and the characteristics of the perceiver (individual factor).
Attitudes
“Can be an expression of inner feelings that reflect like or dislike for something.”
3 Components of attitude formation
- Cognitive component (beliefs)
-Indiana basketball is competitive, high
class, and fundamentally sounded - Affective component (feelings)
-Watching Indiana basketball makes me
feel a part of the University and happy - Behavioral component (experiences)
-I wear my candy-stripped pants and buy
tickets to the game
Market Segmentation
- “Marketing segmentation is the process of dividing a large, heterogenous market into more homogenous groups of people, who have similar wants, needs, or demographic profiles…”
- Goal: provide 5 P’s in the best possible way
Demographics
- one of four bases of segmentation
- age, gender, race and ethnicity, income, education, geography, sexual orientation
Psychographics
- one of four bases of segmentation
- groups consumers by lifestyles and buying psychology
- activities, interests, opinions, attitudes, values, perception
Product Benefit
- one of the four bases of segmentation
- closely related to psychographic segmentation
- benefits: affiliation, achievement, status, health
Product Usage
- one of the four bases of segmentation
- level of consumption
- 80-20 rules: 80% of market consumption comes from 20% of the consumer
- elevator and escalator concepts
Influences
-Behavior can be influenced by both external and internal factors
• Certain factors are stable and others are dynamic (applies to both external and internal)
External Influences
- Significant others
- Cultural norms and values
- Class, race and ethnicity, gender and sexuality
- 5 P’s
Internal Influences
- self-concept and social identity
- stage in life
- learning
- perception
- motivation
- personality (static)
- emotion (dynamic)
Decision-Making Process
- need recognition
- awareness or information search
- evaluation of choices (product)
- purchase decision
- sport experience
- evaluation of experience
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