Consumer Behsviour Flashcards
Who is a consumer, what is consumption and what is consumer behaviour
Consumer- traditional view- passive individuals who respond to environmental and biological forces beyond control, who buy what marketers tell them to buy
Modern- consumers are informed beings shaped by a range of psychological, social, cultural, and environmental forces, capable of actively influencing marketing activities
Consumption- not just buying, purchase,use,reuse,discard, recycling,possessing,sharing and loss of tangible and intangible assets, services, experiences ,places, people, ideas,memories, lifestyles
What is consumer behaviour- understanding the person, the activities, and processes behind how consumers make decisions Choices.
What is consumer behaviour
The process involved when individuals or groups select, purchase,use, or dispose of products,services,ideas or experiences to satisfy needs and desires -Solomon et al (2002 )
Consumer behaviour model
The decision making process is affected by : Individual influences Group influences Marketing mix Situational influences
Buyers decision making process
Problem recognition ¥ Information search ¥ Evaluation of alternatives ¥ Purchase decision ¥ Consumption ¥ Post purchase behaviour
Problem recognition
Problem awareness/need recognition- consumers can be encouraged to believe they have a problem, depends on:
The functional need
The emotional need
The level of importance
Will depend on the risks involved,urgency of need,costs, anticipated satisfaction
Risks can be financial,psychological, social , physical, functional, lifestyle
Buying behaviour can be complex habitual, or variety seeking
Information search
Information search : the identification of alternative ways of problem solving. The objective of information search is to construct an awareness set- it will include a consideration of
What kind of purchase will address the problem
Where can the product be obtained
What information is required
The greater the perceived risk the more extensive the info search
Evaluation of alternatives
Screening and filtering the awareness set to produce an evoked set- the set of brands that the consumer seriously evaluated before making a purchase: based on constructing performance criteria upon which to judge choices, based on: Self image Perceived risk Social factors Hedonistic influences
Purchasing decision
Purchase varies depending on:
High involvement
Low involvement
The five roles in the buying making decision are:
1) Initiator: the person who begins the process of considering a purchase
2) influencer: the person attempts to persuade others about the decision
3) Decider : the person with the authority and power to make the final decision choice
4) buyer: the person who conducts the transaction
5: user : the actual consumer/ user of the product
Consumption
Different types of buying and usage behaviours
Purchasing for self use,sharing, gifting
Use,possession
Reuse,recycle, repurpose
Sharing,exchange
Discard
Collection,hoarding, investing
Post purchase evaluation
The creation of customer satisfaction or cognitive dissonance - the post purchase concerns of a consumer arising from uncertainty as to whether a decision to purchase was the correct one
Affects likelihood of repeat purchase
Rooted in relationship between customers expectations and the perceived performance of the product
Positive evaluation results in satisfaction-often leading to repeat purchase,loyalty,word of mouth
Negative evaluation results in dissatisfaction-leading to loss of custom,complaints , negative feedback
Situational influences
Sociocultural Economic political regulatory Competitive Technological
Pestle
Swot
Extended problem solving - high degree of info search,close examination of alternate solutions using many choice criteria
Limited problem solving- involves a combination of both Internal and external information search m
Habitual problem solving: happens when a consumer repeat buys a product while carrying out a little or no evaluation of the alternative
Personal or individual influences (psychological)
Personality Perception Learning Motivation Attitudes
Personality -
Can play a role in consumer behaviour, especially with high involvement products
A consumers individual personality make up would be a combination of personal,inner, psychological characteristics, and socio cultural influences and would influence purchasing decisions
Personality can also be a motivation for purchasing
Perception
Selective attention
Selective perception
Selective retention
Institutions
Membership of formal and informal reference groups
Institutional norms, codes, traditions
Aspirant behaviours and sense of belonging
Can also include trends, brand communities,tribes etc
Decision making uni
Initiator - person who instigated the buying decision process
Influencer- person who exercises the most influence- can change according to culture and family unit
Decider- final decision maker
Buyer-usually the person who pays for the purchase
User- person who uses and consumes the product
Roles can be interdependent and overlapping
