CONSUMER PSYCHOLOGY FOR MARKETING

Foxall, Goldsmith & Brown: 2008

Upbringing

Socialisation

Exposure

Culture

Etc.

UNDERSTANSTING CONSUMER PSYCHOLOGY

• How they buy (thinking processes, purchase decision making, frequency, etc.)

• Why they buy (need/want, exposure, etc.)

• Where they buy

• What they buy ( influenced by attitudes and perceptions)

THE PURCHASE PROCESS

1 • Need/Want recognition

2 • Pre purchase planning & decision making

3 • The purchase act

4 • Post purchase reaction & evaluation

5 • Discontinue/Repeat purchase

WHAT DRIVES CONSUMER PURCHASE DECISIONS?

Their perceptions…

See Thing

Hear Event

Touch Relations

Taste

Smell

Sense

PERCEPTIONS FORM ATTITUDES

• The SAARF carried out research using 100+ attitudinal questions

• The research contained open ended and closed ended questions

• With regards to advertising, closed ended questions were asked as follows

• The overall research responses were assessed using the factor analysis method wherein 5 attitude groups were identified as follows

ATTITUDINAL GROUPS IN PERSPECTIVE

RO

OT

ED

•LSM 8-10

•Concerned about social issues, e.g. poverty, crime & education

•50 years +

•Pet hate: Criminal activity

DIS

TA

NT

S

•LSM 1-3

•Marginalised & out of the mainstream of society

•Straddle all age groups

•Weakness: Look into the future with trepidation

GL

OB

AL

CIT

IZE

NS

• LSM 8-10

• At the forefront of change and embrace change & technology #hashtag

• Young adults

• Pet peeve: Informative issues

NA

TIO

N B

UIL

DE

RS

•LSM 1-3

•Positive about South Africa ([proudly South African] & they hold culture and tradition near

•Community & country oriented

NO

W G

EN

ER

AT

ION

• LSM 1-6

• Material success, status and fashion appeal to this group

• Young & single

• Pet hate: Environment-al issues

EFFECTIVE MARKETING MANAGEMENT

“Effective marketing

management rests on two

fundamentals:

Consumers act on their perceptions which stem principally from the information they receive

Managers need to understand the nature of the percptions their customers have of (1) of themselves (2) their social world & (3) the products they have at their disposal

1

2

WHAT DOES RESEARCH CARRIED OUT BY POTATOES SOUTH AFRICA SAY?

METHODOLOGY Sample

Number of interviews 600

Interview type Face-to-face in-home

LSMs (living stanard measurment) covered* LSM 3 - 10

% of the adult population covered within specific LSM group

94%

Interviewee type Regular and main purchaser and user of potatoes

Age of interviewee* Between 16 and 65 yeaers

Race group All race groups covered

2014 S.A.

CONSUMER STUDY

PURCHASE DECISION DRIVERS, SOURCES OF INFORMATION AND

MOST CONSUMED MEDIA

Consumers use television as their main source of information. To continue to ignore television as a

powerful tool of promoting potatoes, implies a foregone opportunity in influencing prevailing

attitudes and potatoes…!

Thank you