Lecture 2

Question 1

What is consumer behaviour?

Answer 1

Consumer behavior is the study of the processes consumers use to select, buy and use products and services. Consumer behaviour is the study of consumer journey/patch and how different factors influence each step of the journey.

In a marketing meeting you need someone that thinks in terms of the consumer (consumer pov/behavior).

Question 2

What are the different sciences impacting consumer behaviour?

Answer 2

There are many different sciences impacting consumer behaviour. The role of neuroscience is prominent. Psychology, economics, sociology, anthropology, neuroscience.

There is not a single way of products working everywhere. It depends on the culture.
The 4 Ps will be different.

Question 3

What is the Consumer Decision Journey (CDJ)?

Answer 3

The process of going in different steps when buying a product.

Question 4

Whats the first step of the CDJ?

Answer 4

1. Initial consideration set

Collection of brands that the consumer has already in mind at the moment when the need to purchase emerges. Ex. Computer → apple.
Exposure to the brands until that moment (tv, internet, social media, blog, point of sales, word of mouth)

Trigger the moment you need or decide to buy something. This trigger of course requires the brand to spend money on marketing for the consumer to make an active decision.

Question 5

Whats the second step of the CDJ?

Answer 5

2. Active evaluation

Look at different options, ask people for opinions etc. To reduce your options.

Question 6

Whats the third step of the CDJ?

Answer 6

3. Moment of purchase

The consumer selects a brand at the moment of purchase.

Question 7

Whats the fourth step of the CDJ?

Answer 7

4. Post-purchase experience

If the experience is positive this is where the consumer gets positive reinforcement.
This leads to the loyalty loop. Here you don’t have to spend any money to convince the customer to buy your product. For example, Apple and the iphone.

Question 8

What are the two types of loyalty?

Answer 8

Active: there is only one brand that the consumer thinks of, don’t take other brands into consideration

Passive: Based on convenience not necessarily satisfaction. Passively loyal customers stick with a brand due to laziness or confusion caused by an overwhelming number of options.

Question 9

What are the 4 groups of factors that influence consumer behaviour

Answer 9

1. Situational factors
2. Personal factors
3. Psychological factors
4. Societal factors

Question 10

Explain situational factors more

Answer 10

• physical factors

Such as a store’s design and layout. Location. Starbucks has a location everywhere.
Or a location of a supermarket, frozen foods at the end of the store. Milk at the end so you have to pass all the other products, creates impulse purchases.

You pay to be on the eye-level shelf, the best shelf in the store

• social situationThe social situation push you to buy or buy more. Drinks with a group of people.
• time

The time of the day, time of year is of course important. 7eleven changes parts of the products in the shop windows according to the time of the day.

• reason for the purchase
• mood

Question 11

Explain personal factors more

Answer 11

Personal factor can be factors such as gender, age and stage of life
different genders buy different products.