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Flashcards in Consumer buying behaviour Deck (18)
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1

Egel, Blackwell and Kollat (1968)

- Need recognition
- Info search
-Evaluation of Alternatives
-Purchase Decision
-Post-purchase behaviour

2

Egel, Blackwell and Kollat (1968)

Need recognition

internal recognition by consumer that their current needs not being met; Discrepancy between actual & desired state; Leads to motivation (Could be real or imagined, physical or psychological)
Implications? Advertising and the creation of needs.

3

Egel, Blackwell and Kollat (1968)

Info search

how do we solve our problem? May already be familiar with options available, May consult people whose opinions we respect, browse around shops, reviews & independent experts
Amount of information required dependent on risk attached
Implications? Role of marketing communications; internet; social media

4

Egel, Blackwell and Kollat (1968)

Evaluation of alternatives

In choosing, weigh up which product best suits needs; construct criteria upon which to base our choice (already have list of criteria or may form one during information search
Implications? Be at the top of that list

5

Egel, Blackwell and Kollat (1968)

Product choice

eventually have to make choice; Could be outcome of evaluation process against important criteria – best fit.
Or affected by availability, payment options etc.
Implications? Make it easy!

6

Egel, Blackwell and Kollat (1968)

Post purchase evaluation

Once purchased, experience. decide if meets expectation. If yes, great +ve brand associations…
Implications? After sales service, marketing communications

7

Baines and Fill (2013)
Consumer proposition acquisition process

1.)Motive development
2.) Information gathering
3.) Proposition evaluation
4.)Proposition selection
5.)Acquisition/Purchase
6.)Re-evaluation

8

Baines and Fill (2013)

Motive development

Some sort of need/desire. Understand trigger. New swimwear for holiday?

9

Baines and Fill (2013)

Information gathering

How to solve Want? Where last? Cost? Locations? Event? Experience? Research (Internal or External)??

10

Baines and Fill (2013)

Proposition evaluation

Criteria: rational (cost) or irrational (desire) > Evoked or Consideration set

11

Baines and Fill (2013)

Proposition selection

Which fits best? Or 2nd best if not in stock??

12

Baines and Fill (2013)

Acquisition/Purchase

Routine or Special? (involved or not involved) Promotional input (credit, discounts etc).. Differs by channel (on-line)

13

Baines and Fill (2013)

Re-evaluation

Experience > cognitive dissonance (easing Cog Diss). M&S? H&E? Amazon?

14

Classic models applicable to:

High priced products (relative)
Complex products
Specialty goods
Products associated with self image – but emotion driven choice probably better in this case
Products we haven’t bought before that we perceive have risk attached to their purchase

15

FCB GRID

High involvement
Thinking
Feeling
Low involvement

16

Involvement

Level of perceived personal importance/interest
It’s a relationship we have to products
Stimulus specific (i.e. product/ brand/ service specific)
Situationally specific
Implications?
The same product can be treated by different people with different levels of involvement
The same person at different times and in different situations could have different involvement levels for the same product
Involvement can be an important determinant in the motivation of consumers

17

High Involvement Rationale

Products/Services which are:
Important to the consumer’s self image
Of continual interest to the consumer = enduring involvement
Represent a risky purchase
Financial risk
Technological risk
Social risk
Have significant emotional appeal
Socially meaningful

18

Managerial Implications

Product
Design, features and innovation
Price
credit – payment plans, interest free, buy now pay later
Place/ distribution
Specialist/ internet
Promotion
Mix of desire inducing and informational
Direct marketing
specialist promoters (e.g. brokers)