Consumer behaviour - Week 1 Flashcards
What is “Consumer Offering?”
Product, service, activity, or idea offered by an organization to consumers
Define Acquisition
Acquisition – whether or not to purchase, rent, borrow, lease, etc.
Define Usage
Usage – whether to use, how to use, where, when, how often, for how long, etc.
Define consumer behaviour
Consumer Behaviour: Reflects totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, people, and ideas by (human) decision-making units (over time).
What are the two types of consumers?
Individual and organisational
What are the four domains of consumer behaviour?
- Psychological Core
- Process of Making Decisions
- Consumer’s Culture, Personality and External Influences
- Consumer Behaviour Outcomes
What is the psychological core?
The psychological core:
- Motivation, ability and opportunity.
- Exposure, attention and perception.
- Learning and memory
- Forming and changing attitudes
What is The Decision Making process
The decision making process:
- Problem recognition and search for information
- Judgments and decisions
- Post decision behaviour
What are the factors of consumer culture?
Culture, Personality and External Influences:
- Consumer Diversity
- Social Class & Household
- Values, Personality, & Lifestyles
- Reference Groups and Other Social Influences
What are the consumer behaviour outcomes?
Outcomes:
-Impact on consumers, organizations, the environment, government, policy making, etc.
Who benefits from the study of consumer behaviour?
- Marketing Managers
- Ethicists/Advocacy Groups
- Public Policy Makers/Regulators (government agencies, legislators, regulators)
- Consumers
How do marketing managers benefit from the study of consumer behaviour?
Ð Create better products & services
Ð Promote products & services more effectively
Ð Develop marketing plans & strategies that foster sustainable competitive advantage
How do ethicists/advocacy groups benefit from the study of consumer behaviour?
Ð Lobby for protection of consumer interests and rights
Ð Consumers’ Federation of Australia –
Ð Australian Consumers Association
How do public policy makers/regulators benefit from the study of consumer behaviour?
Ð Develop policies & rules to protect consumers from unfair, unsafe marketing practices, false advertising, etc.
Ð E.g.: banning of cigarette advertising, restrictions on alcohol advertising, advertising to children, etc.
How do consumers benefit from the study of consumer behaviour?
Ð educate consumers & help them make better choices
Ð Understand consumer behaviours that are individually or socially “destructive” (e.g., smoking, drinking, taking drugs, driving under the use of alcohol; compulsive purchasing, shoplifting, product tampering). and formulate strategies to promote positive behaviour.
