1. Consumer behaviour
5. Model of Buyer BehaviourMarketing and
Buyer’s black box
6. What is consumer behaviour?Consumer behaviour is the process that individuals
or groups go through to select, purchase, use and
dispose of goods, services, ideas or experiences to
satisfy their needs and desires.
7. The Buyer Decision ProcessPost-purchase
recognises a difference between the current state
and the ideal or desired state.
9. Step 1: What’s my problem?Personal
10. Step 2: What information is there about alternative solutions?Identify consideration set
Narrow list and compare pros and cons
Use evaluative criteria to decide among remaining
Attribute when buying a
Size of screen
11. Step 3: Evaluation of the options?Nespresso attempts to persuade consumers
that making the decision to buy Nespresso
coffee is beyond any doubt
12. NESPRESSO, WHAT ELSE?
13. Step 4: Making the final choiceConsumer satisfaction/dissatisfaction is determined
by the overall feelings or attitude a person has about
a product after purchasing and using it.
14. Step 5: Using and evaluating the purchaseFigure 4.5
Influences on consumer decision making
16. Internal influences17
17. Perceptionis the process
by which people select,
organise and interpret
18. What is perception?
19. ColoursMotivation is an internal state that drives us to
Once we activate a need, a state of tension exists
that drives the consumer to some goal that will
reduce this tension and eliminate the need.
20. Example perceptionNEED FOR ACHIEVEMENT
Place a premium on products that
signify success (luxury brands,
NEED FOR AFFILIATION
Want to be with other people
Focus on products that are used
in groups (alcoholic
beverages, sports bars)
NEED FOR POWER/CONTROL
NEED FOR UNIQUENESS
Control one’s environment
Assert one’s individual
Focus on products that allow
them to have mastery
(muscle cars, loud boomboxes)
Enjoy products that focus on
their unique character
21. What is motivation?Learning is a change in behaviour caused by
information or experience.
22. Motivation / Specific NeedsObservational learning occurs when people watch
the actions of others and note what happens to
them as a result.
23. What is learning?Descriptive thought that a person holds about
24. Consumer behavioural learningPrentice-Hall, cr 2009
25. What is observational learning?Personality: a person’s
makeup and how it
consistently influences the
way a person responds to
28. PersonalityA family life cycle expresses the stages through
which family members pass as they grow older.
29. Age groups32
31. What is a family life cycle?Culture is the values,
beliefs, customs and
tastes produced and
valued by a group of
A subculture is a group
with a distinctive set of
beliefs or characteristics.
32. LifestyleA reference group is a set of
people a consumer wants to
please or imitate.
Conformity is at work when
people change as a reaction to
real or imagined group
33. Social influencesSociety’s expectations regarding appropriate attitudes,
behaviors, and appearance for men and women
34. Social influencesPhysical environment
Perceptions of time
35. Cultures and subcultures39
36. Group membershipsTo listen consumers to understand their needs and
To make the ‘perfect’ product that will be successful