Consumer Behaviour Flashcards
List all types of buyers and situations, and name an example for each.
B2C: Business to consumer
- Retail, hospitality, household goods
B2B: Business to business
- Business insurance, SaaS, marketing agencies
NFP: Not for profit
- Charities
C2C: Consumer to consumer
- eBay, Facebook Marketplace, Etsy
G2C: Government to consumer
- Government PSAs, council initiatives
Name the three influences on consumer behaviour in B2C situations.
Individual circumstances, psychological characteristics, social environment
Name three examples of individual circumstances that can influence consumer behaviour.
Age, gender, family stage, income, education
Name three examples of psychological characteristics that can influence consumer behaviour.
Personality, lifestyle, motivations, perceptions, beliefs, values
Name three examples of social environments that can influence consumer behaviour.
Culture, social class, reference groups, membership organisations, opinion leaders
Name the five adopter categories.
Innovators, early adopters, early majority, late majority, laggards
Name the three influences on organisational buying behaviour in B2B situations.
Psychological characteristics, business environment, individual circumstances
What are the factors in the business environment that can influence organisational buying behaviour?
Macro environment (PESTLE/STEEPLE) and micro environment
Describe the consumer decision making process.
Problem recognition: the consumer recognises that they have a need/want that is unfulfilled
Information search: the consumer searches for information on fulfilling that need/want
Alternative evaluation: the consumer evaluates different alternatives for fulfilling their need/want
Purchase decision: the consumer decides whether to purchase and which alternative to purchase
Post-purchase evaluation: the consumer evaluates whether they are satisfied with their purchase
Describe the organisational decision making process.
Problem recognition: the organisation recognises they have a need or a problem that needs solving.
Product specification: the organisation specifies (often through a brief) what product/service would solve their problem.
Supplier search: the organisation searches for a supplier that can solve their problem and meet organisational needs.
Supplier selection: the organisation selects which supplier to purchase from.
Ordering: the organisation purchases the supplier’s offering.
Performance evaluation: the organisation evaluates whether the product/supplier are the right fit for the organisation’s needs.
What are the components of the consumer decision making unit?
Initiator, influencer, decider, buyer, user
What are the components of the organisational decision making unit?
Initiator, influencer, decider, buyer, user, gatekeeper
Describe the 4 types of B2C buying behaviour, and list an example for each.
Impulse buying: buying without any forethought, often at a very low price point. Example: buying gum at the supermarket checkout.
Routine response: buying with little forethought, due to the product being bought frequently, often at a lower price point. Example: buying dishwasher liquid.
Limited problem solving: buying with some forethought in order to solve a specific/short-term need/want, often at a higher price point. Example: buying a dress for a wedding.
Extensive problem solving: buying with lots of forethought in order to address a long-term need/want, often at a very high price point. Example: selecting a university to attend.
Describe the 3 types of B2B buying behaviour, and list an example for each.
New task: buying with a lot of forethought in order to solve a new problem. Example: retaining a web agency to create a new company website.
Straight re-buy: purchasing with little/no forethought due to having purchased that same product/service in the past. Example: replacing the office printer with the exact same make/model of printer.
Modified re-buy: purchasing with some forethought in order to solve an existing problem with a new product/service. Example: replacing the office printer with a different or upgraded printer model.
What are the benefits of segmentation? (Name 3)
Meet customers’ needs more precisely
Increase profits
Gain segment leadership
Retain customers
Focus marketing communications
