Consumer buying behaviour Flashcards
(18 cards)
Egel, Blackwell and Kollat (1968)
- Need recognition
- Info search
- Evaluation of Alternatives
- Purchase Decision
- Post-purchase behaviour
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.
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
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
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!
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
Baines and Fill (2013)
Consumer proposition acquisition process
- )Motive development
- ) Information gathering
- ) Proposition evaluation
- )Proposition selection
- )Acquisition/Purchase
- )Re-evaluation
Baines and Fill (2013)
Motive development
Some sort of need/desire. Understand trigger. New swimwear for holiday?
Baines and Fill (2013)
Information gathering
How to solve Want? Where last? Cost? Locations? Event? Experience? Research (Internal or External)??
Baines and Fill (2013)
Proposition evaluation
Criteria: rational (cost) or irrational (desire) > Evoked or Consideration set
Baines and Fill (2013)
Proposition selection
Which fits best? Or 2nd best if not in stock??
Baines and Fill (2013)
Acquisition/Purchase
Routine or Special? (involved or not involved) Promotional input (credit, discounts etc).. Differs by channel (on-line)
Baines and Fill (2013)
Re-evaluation
Experience > cognitive dissonance (easing Cog Diss). M&S? H&E? Amazon?
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
FCB GRID
High involvement
Thinking
Feeling
Low involvement
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
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
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)
