Lecture 3 : Consumer Behaviour Flashcards Preview

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Flashcards in Lecture 3 : Consumer Behaviour Deck (18):
1

definition consumer behaviour

is the process individuals or groups go through to select purchase, use and dispose of goods, services, ideas or experiences to satisfy their needs and desires

2

5 steps in customers buying a pdt

1) problem / need recognition
2) info search = internal: memory / external: friends,ad, internet
3) Evaluation of alternatives = taste, healthy, price ...
4) purchase = Heuristic: price equals quality, brand loyalty...
5) post purchase evaluation = level of satisfaction, accurate expectations

3

problem solving when consumer buys can be (3)

- extended problem solving
- limited problem solving
- habitual problem solving

4

influences on consumer decision making (3)

- internal influences
- social influences
- situational influences

5

INTERNAL INFLUENCES: perception

exposure, attention, interpretation

6

INTERNAL INFLUENCES: motivation

goal-orientated behaviour, rational vs emotional motives

7

INTERNAL INFLUENCES: maslows hierarchy of needs

self actualisation
ego needs
belongingness
safety
physiological

8

INTERNAL INFLUENCES: attitudes

affect, cognition, behaviour

9

INTERNAL INFLUENCES: behavioural learning

classical conditioning: 2 stimuli at same time and transfers response from one stimulus to the other

operant conditioning : actions results in rewards or punishment (loyalty, free stuff) ( loss discount, late penalties)

10

INTERNAL INFLUENCES: cognitive learning

people as problem solvers = observational learning
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11

INTERNAL INFLUENCES: personality

individual self image

12

EXTERNAL INFLUENCES: situational influences

physical environment -= in-store display, place based media, colour, smell

time = season, time available

13

EXTERNAL INFLUENCES: social influences

family. friends, social class, culture, reference groups

14

who buys

initiator
influencer
decider
buyer
user
more than one individual = DMU

15

how they buy

information processing approach
alternative paradigm = consumer culture theory (CCT)

16

factors that affect involvement

self image
perceived risk
social factor
hedonistic influence (high degree of pleasure)

17

personal influences (selective ... 4)

selective attention
selective distortion
selective retention
rote learning : 2 or more concept without conditioning)
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18

lifestyles group of consumers

main streamers
aspires
succeeders
transitional
reformers
struggling poor
resigned poor