consumer behaviour 1
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CONSUMER BEHAVIOURLecture 1
Level 300Title: Introduction to Consumer Behaviour.
Objectives • Understand how consumer cognitive (thinking)
processes and limitations, affect, beliefs, social influences, and other contextual factors influence consumer decision making, choices, and behaviour.
• Appreciate how these insights can be used to design and implement effective marketing strategies.
• Appreciate individual and segment differences in process and outcome.
Psychology of Marketing
Perception. Decision making. Information search. Attitudes, beliefs, categorization. Consumer research methods, learning.
Defining consumer behaviour
Consumer Behaviour is the process Involved when individuals or groups select, use, or dispose of products, services, ideas or experiences in exchange to Satisfy Needs and desires.
The consumerWhy would consumers buy products and
services?• They identify a need that makes them
incomplete or insecure.• Consumers use products and services to
satisfy their needs.• They either need it to solve an immediate
problem or as a security.
Consumer behaviour
The behaviour• The display of consumer behaviour can be
categorized into three.
• Pre-purchase behaviour• Purchasing behaviour • Post-purchase behaviour
The self concept
Actual self and ideal self
Actual self & ideal self
Issues for discussion• How does a consumer decides that he needs a
product?• What are the best sources of information to lean on
for alternative products?• Is acquiring a product stressful or a pleasant
experience?• Does the product provide pleasure or perform its
intended function?• What determines whether a consumer is satisfied with
a product or not?
Factors affecting decision
Consumer decision making process
Consumer decision making
Evoked setA narrowed down set of alternatives that the customer is considering to make the last selection and purchase.
Problem recognition
Consumer needs can be triggered by internal or external stimuli.
Needs become wants.Leads to behaviour.Triggers information search.
Information search
Sources of information:-Personal Sources-Internal Sources-External Sources
Time, effort and expense dedicated to information search.
Consumer problem recognition• Consumer problem: Discrepancy between ideal and
actual state--e.g., consumer:– Has insufficient hair– Is hungry– Has run out of fuel
• Problems can be solved in several ways--e.g., stress reduction - vacation, movie, hot bath, medication.
Information search
Sources of information:-Personal Sources-Internal Sources-External Sources
Time, effort and expenses dedicated to information search.
Evaluation of alternatives
• Consideration set• Analyze product attributes• Use cut off criteria [pros/cons]• Multi-attribute models
Purchase
• To buy or not to buy…• Marketing determines which attributes are
most important in influencing a consumers’ choice (differentiation…later)
Post purchasing behaviour
• Cognitive dissonance:– Did I make a good decision?– Did I buy the right one? Get a good value?
• Marketers minimize this through:– Effective communication– Follow up– Guarantees– Warranties
THE END
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