MKT 100 Lecture Notes - Lecture 4: Canadian Dental Association, Shampoo, Toronto Sun
18 Jan 2017
School
Department
Course
Professor
Priscilla Lay
October 3, 2016
MKT 100 Week 4
Theory Audiovisual: Social & Psychological Influences on
Consumer Behavior
https://ryecast.ryerson.ca/12/watch/7291.aspx
Psychological Influence
- Motivation
o Maslow’s Hierarchy of Needs states the needs at the bottom of the pyramid must
be met before you get to the top
o i.e. need for love, belonging to a group focus advertisement that shows key
reference to particular brand
o i.e. esteem promises the purchase a particular clothing will look professional
o needs must be followed in order
o Maslow’s Hierarchy of Needs help marketers in developing positioning
statements and marketing themes
o i.e. Michellin tires promise good grip on their tires to protect families especially
children and thus it is worth its premium price
- Personality and Self Concept
o Refers to how a person responds to a situation in light of their personality
(shyness, compliance, assertiveness, dominance)
o Self-concept refers to how others view them
o i.e. motorcycles refer to individuals who enjoy riskier behavior
- Perception
o Assess alternatives in decision making b/c it focus how we organize and interpret
information in certain situations
o Challenge for marketers is how to get around selective perception and try to
expose as much consumer to their products
o i.e. the Canadian dental association endorses the risk of using different
toothpaste, marketers use celebrities to endorse selective perception and to
reduce the perceived risk
- Learning
o One learns as a result of experience
o Satisfied with a particular product will make a foundation for relation development
of expectation
o i.e. we learn that end of the aisle display is where sales/clearance/bargain items
are located
o i.e. Colgate focuses on plague reduction, and compares it’s toothpaste to other
toothpaste about how their products reduces plague. Helps consumers
understand that Colgate is good for plague reduction
o What can be learnt and can be unlearnt
o Habitual purchases for a competitors brand and be disrupted by new learning
- Values, Beliefs, and Attitude
o If a person values environment, the person beliefs each person has a role
protection
o Goal of marketers is to develop strong and positive attitude towards the company
brand and/or the product
▪ Attitudes are difficult to change
▪ i.e. anti-smoking campaign; impacts on youth, by changing view of
smoking and reduce the number of smoking habits
Socio-cultural Influences
find more resources at oneclass.com
find more resources at oneclass.com
Priscilla Lay
October 3, 2016
- Reference Groups
o Impact of opinion leaders; people we turn to for advice such as sports team,
celebrity about a certain product/services
o Opinion leaders are early adopters of product and service knowledge and ability
share their experience is valued by others as an influence on buying a product
o More knowledgeable from an opinion leader is more objective to sell than a
salesperson
o i.e. NHL players endorses a particular type or stick or skate; young hockey
players would want to purchase product endorsed by NHL player
- Family Influence
o Family are the ones who purchase the products and/or services, do the decision
making, who influences decision
o i.e. teen boy would not care which shampoo he uses, thus it is relied on the
parents who purchases the shampoo
o i.e. young singles would not be interested in purchasing a washing machine but
families are
- Social Class
o Important factor, it is a combination of: education, occupation and income
o Influences range of attitudes and behavior
o i.e. newspapers for instance, Toronto Star is directed at working class and middle
class, Toronto Sun is directed to working class, and the Globe and Mail is
directed to Upper Middle Class
▪ manifest in the love of writing and the articles and advertisement
- Culture
o Very important in Canada as we are known for our diversity
o Recently Toronto is said to be one of the most multi-cultural cities in the world
o Brings in various cultural attitudes and behavior, richness and ritual and symbols
o i.e. people in Quebec are more likely to shop in small grocery stores and cook
meal from scratch than Ontarians and rather spend more premium products
▪ manifest themselves in the products that are stocked and how delivered
with different histories and culture
Situational
- buying a product for personal use or as a gift than behavior will differ
- shopping surrounding affects shopping behavior
- mood of shopper, level of concern disposable income and other factors can affect the
shopping experience
Theory Audiovisual: Consumer Decision Making Process
https://ryecast.ryerson.ca/12/watch/7251.aspx
Problem and Need Identification
- consumer recognize and unmet need
- i.e. their current coat can be worn out or not warm enough, or possibly even not in style
o need can come from need of performance; coat that is warmer
o psycho-social need: needing a new coat that is more in style
o marketers focus on reminds consumer two needs they need:
▪ reminder advertisement for existing product
▪ informative advertisement product of new products; how it can meet
needs than existing alternatives
o can also change physical layout of the store to remind patrons of their needs
▪ i.e. cranberries and breadcrumbs will be more likely to be displayed in the
stores just because during Thanksgiving it is what patrons would look for
find more resources at oneclass.com
find more resources at oneclass.com
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Document Summary
Helps consumers understand that colgate is good for plague reduction: what can be learnt and can be unlearnt, habitual purchases for a competitors brand and be disrupted by new learning. Important factor, it is a combination of: education, occupation and income. Buying a product for personal use or as a gift than behavior will differ. Mood of shopper, level of concern disposable income and other factors can affect the shopping experience. May start with brands consumers are familiar with. Consumer has strong relationship certain brand, they would most likely return to the same brand for a certain product thus it may be only one in the short list. Internal search does not yield enough options leads consumers to go for external search by seeking information from family or friends or internet stretch to seek objective feedback. I. e. purchasing a car which is a big purchase requires lots of information searching.
