Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

6. Behavior Dimensions of
   the Consumer Market

Text © The McGraw−Hill

Companies, 2002

Behavioral Dimensions of the Consumer Market 171

been a basic part of British culture. Taking a break for a cup of hot tea is tradi-

tion—a social moment with friends. In striking contrast, few British consumers ever

drink iced tea. Lipton, Nestea, and other iced-tea makers would like to change that.

They look at the 330 million gallons of iced tea routinely purchased by Americans

each year and ask, “Why not in Britain?” But they face tough odds—and it’s not

just the cooler weather in England. Consumers there associate iced tea with the

dregs left in the bottom of the teapot after it’s cooled off. It’s not an appealing image,

and it isn’t likely to change quickly. Iced-tea sales won’t pick up until it does.^20

Because cultural forces tend to change slowly, marketers can often get good help

from someone who already has a good understanding of the culture of the target

customers. This helps to avoid problems. Then the marketers should be able to focus

on the more dynamic variables discussed above.

The nature of the purchase

situation and the problem-solving

processes that consumers use

are typically different when they

are shopping on the Internet

rather than at a store.

Individuals Are Affected by the Purchase Situation

Needs, benefits sought, attitudes, motivation, and even how a consumer selects

certain products all vary depending on the purchase situation. So different purchase

situations may require different marketing mixes—even when the same target mar-

ket is involved. Let’s briefly consider some of the ways that the purchase situation

can vary.

Whya consumer makes a purchase can affect buying behavior. For example, a

student buying a pen to take notes might pick up an inexpensive Bic. But the same

student might choose a Cross pen as a gift for a friend.

Time influences a purchase situation. Whenconsumers make a purchase—and

the time they have available for shopping—will influence their behavior. A leisurely

dinner or socializing with friends at a Starbucks induces different behavior than

grabbing a quick cup of 7-Eleven coffee on the way to work.

The urgency of the need is another time-related factor. A sports buff who needs

a VCR in time for the Super Bowl—that evening—might spend an hour driving

across town in heavy traffic to get the right unit. In a different circumstance, the

same person might order the VCR online from a website and figure that the extra

time for it to be shipped is well worth the money saved.

Purchase reason

can vary

Time affects

what happens