Consumer behaviour

1. Consumer behaviour

2.

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3.

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4.

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5. Model of Buyer Behaviour

Marketing and
other stimuli
Product
Price
Place
Promotion
Demograpic
Economic
Social-cultural
Technological
Political
Buyer’s responses
Product choice
Brand choice
Dealer choice
Purchase amount
Buyer’s black box
Buyer
characteristics
Buyer
decision
process
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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 Process

Post-purchase
behaviour
Purchase
decision
Evaluation of
alternatives
Information
search
Problem
situation
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8.

Problem recognition occurs whenever a consumer
recognises a difference between the current state
and the ideal or desired state.

9. Step 1: What’s my problem?

Personal
experience
Websites
Friends
Advertising

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
choices.
Brand Ratings
Attribute when buying a
Television
Importance
Ranking
Philips
Samsung
LG
Size of screen
1
Excellent
Excellent
Excellent
Color depth
2
Good
Excellent
OMG
Brand reputation
3
Excellent
Excellent
Poor
Onscreen programming
4
Excellent
Poor
Poor

11. Step 3: Evaluation of the options?

Nespresso attempts to persuade consumers
that making the decision to buy Nespresso
coffee is beyond any doubt
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12. NESPRESSO, WHAT ELSE?

13. Step 4: Making the final choice

Consumer 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 purchase

Figure 4.5
Influences on consumer decision making

15.

Motivation
Perception
Learning
Lifestyle
Attitudes
Age
Personality

16. Internal influences

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17. Perception

is the process
by which people select,
organise and interpret
information.

18. What is perception?

19. Colours

Motivation is an internal state that drives us to
satisfy needs.
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 perception

NEED FOR ACHIEVEMENT
Place a premium on products that
signify success (luxury brands,
technology products)
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
identity
Focus on products that allow
them to have mastery
over surroundings
(muscle cars, loud boomboxes)
Enjoy products that focus on
their unique character
(perfumes, clothing)

21. What is motivation?

Learning is a change in behaviour caused by
information or experience.
Cognitive
learning
Behavioural
learning

22. Motivation / Specific Needs

Observational 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
something
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24. Consumer behavioural learning

Prentice-Hall, cr 2009
Figure 7.4
7-27

25. What is observational learning?

Personality: a person’s
unique psychological
makeup and how it
consistently influences the
way a person responds to
his/her environment

26. Beliefs

Children
Teens
Young adults
Middle-aged
Elderly

27. Attitudes

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28. Personality

A family life cycle expresses the stages through
which family members pass as they grow older.

29. Age groups

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30. Generations

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31. What is a family life cycle?

Culture is the values,
beliefs, customs and
tastes produced and
valued by a group of
people.
A subculture is a group
with a distinctive set of
beliefs or characteristics.

32. Lifestyle

A 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
pressure.

33. Social influences

Society’s expectations regarding appropriate attitudes,
behaviors, and appearance for men and women
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34. Social influences

Physical environment
In-store displays
Place-based media
Time
Season
Time available
Perceptions of time
poverty

35. Cultures and subcultures

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36. Group memberships

To listen consumers to understand their needs and
wants
To make the ‘perfect’ product that will be successful
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37. Gender Roles

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