This document discusses consumer behavior and the factors that influence purchasing decisions. It covers 1) the buyer decision making process which includes problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation, 2) the roles of individuals in the buying center such as initiators, influencers, deciders, users, and buyers, and 3) the personal, social, and environmental influences on consumer behavior such as motivation, beliefs, attitudes, lifestyle, culture, and social groups.
This document discusses consumer behavior and the factors that influence purchasing decisions. It covers 1) the buyer decision making process which includes problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation, 2) the roles of individuals in the buying center such as initiators, influencers, deciders, users, and buyers, and 3) the personal, social, and environmental influences on consumer behavior such as motivation, beliefs, attitudes, lifestyle, culture, and social groups.
This document discusses consumer behavior and the factors that influence purchasing decisions. It covers 1) the buyer decision making process which includes problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation, 2) the roles of individuals in the buying center such as initiators, influencers, deciders, users, and buyers, and 3) the personal, social, and environmental influences on consumer behavior such as motivation, beliefs, attitudes, lifestyle, culture, and social groups.
This document discusses consumer behavior and the factors that influence purchasing decisions. It covers 1) the buyer decision making process which includes problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation, 2) the roles of individuals in the buying center such as initiators, influencers, deciders, users, and buyers, and 3) the personal, social, and environmental influences on consumer behavior such as motivation, beliefs, attitudes, lifestyle, culture, and social groups.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PDF, TXT or read online from Scribd
Download as pdf or txt
You are on page 1/ 11
Consumer behaviour
Hippmann Nina Luzynska Magdalena Doplbaur Tobias Weygandt Adrian
Consumer behaviour
1. Buyer behaviour 2. Role of buying centre
Understanding consumers: the key questions
Who 3. Decision making process 4. Marketing implications
How
Consumers 5. Evaluation 6. Choice criteria Where 7. Influences on behaviour
What
When
Consumer behaviour
1. Buyer behaviour 2. Role of buying centre
Initiator begins the process
3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
Influencer attempts to persuade Decider has power/financial authority Buyer cunducts the transaction User consumes the product
Consumer behaviour
Influencer Initiator User Decider Buyer
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
Consumer behaviour The consumer decision-making process 1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour Post-evaluation of decision Evaluation of alternatives Purchase Need recognition & problem awareness Information search
Consumer behaviour The consumer decision-making process 1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour Post-evaluation of decision Evaluation of alternatives Purchase Need recognition & problem awareness Information search
Consumer behaviour Marketing Implications 1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour Post-evaluation of decision Aware of needs Need inhibitors Stimulating need recognition
Need recognition & problem awareness Information search
Internal and external research Personal & commercial sources Third party reports
High involvement lots of information Low involvement Top of mind awareness
Evaluation of alternatives Purchase
Dispel cognitive dissonance Create reassurance
Consumer behaviour
1. Buyer behaviour 2. Role of buying centre 3. Decision making process
High involvement Personal beliefs Normative beliefs
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
Technical
Consumer behaviour
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
Economic
Consumer behaviour
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
Social
Consumer behaviour
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
Personal
Consumer behaviour 1. The buying situation 1. Buyer behaviour 2. Role of buying centre 3. Decision making process
Extended problem-solving 1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
The purchase of expensive goods,where it is important to make the right choice. Determinats: Level of information (self image, perceived risk, social factors, hedonism) Differentiation & number of alternatives Time pressure
Consumer behaviour 2. Personal influences 1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
I. Information processing (the process by
which a simulus is received,interpreted,stored in memory and later retrieved) has two key aspects: A. Perception Selective attention
Selective distortion
Selective retention
Consumer behaviour
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
B. Learning classical conditioning
cognitive learning
Product positioning
reasoning
Consumer behaviour II. Motivation 1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour Motives influence customers choice criteria and decision makinkg process They are groupped by Maslow in 5 kategories: Physiological , safety , belongingness & love, esteem & status , selfactualization
III. Beliefs & attitudes
Beliefs are thouhts that a person holds about product or services. Attitudies a degree to which a customer likees or dislikees a brand.
Consumer behaviour IV. Personality 1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
Brand personality Levis Nike Guinnes
V. Lifestyle Psychografics, Lifestyle patterns among married women
VI. Life cycle
Income Age
Consumer behaviour
3. Social influences 1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour
A. Culture: Adjust behaviour and marketing mix to to accommodate different cultures B. Social class C. Geodemographics D. Reference groupe
