CONSUMER BEHAVIOUR

Consumer Behaviour Definition Actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions

Information search: Seeking value Purchase Decision Process Problem recognition: Perceiving need Information search: Seeking value Internal search. Previous experiences External search. Gather information

Information search: Seeking value Alternative evaluation: Purchase Decision Process Problem recognition: Perceiving need Information search: Seeking value Alternative evaluation: Assessing value Objective attributes of brand Subjective factors

Purchase Decision Process Problem recognition: Perceiving need Information search: Seeking value Alternative evaluation: Assessing value Purchase decision: Buying value

Purchase Decision Process Problem recognition: Perceiving need Information search: Seeking value Alternative evaluation: Assessing value Purchase decision: Buying value Post-purchase behaviour: Value in consumption of user

Involvement and Problem Solving Personal, social and economic significance of the purchase to the consumer

High versus Low Involvement High Involvement purchase occasions can be expensive, have serious personal consequences, and/or reflect one’s social image. These occasions typically involve extensive information search, consideration of several product attributes and brands. (continued)

High versus Low Involvement Low Involvement purchase occasions typically involve little information search or consideration of various brands, except on the basis of price. They usually don’t involve any personal consequences.

Consumer involvement, knowledge, and problem-solving variations Low Routine problem solving (e.g., milk and bread) Limited problem solving (e.g., small appliances) Consumer involvement Extended problem solving (e.g., stocks and bonds) High High Consumer knowledge Low

Situational Influences May have a major impact on the nature and scope of the purchase process.

Psychological Influences on Consumer Behaviour motivation and personality perception learning values, beliefs, and attitudes lifestyle

Hierarchy of Needs Self-Actualization Needs Self-Fulfillment Personal Needs Status, respect, prestige Social Needs Friendship, belonging, love Safety Needs Freedom from harm, financial security Physiological Needs Food, water, sex, oxygen

Personality A person’s consistent behaviour or responses to recurring situations National Character Self-concept

Selective comprehension Selective perception filters Messages Selective exposure Selective comprehension Selective retention

Subliminal Perception Subliminal perception means that you see or hear messages without being aware of them. The presence and effect of subliminal perception on behaviour is a hotly debated issue, with more popular appeal than scientific support. Evidence suggests that subliminal messages have some effect on behaviour. If so, is their use an ethical practice?

Sociocultural Influences These influences evolve from a consumer’s formal and informal relationship with other people

Sociocultural Influences Personal influence Reference groups The Family Social Class Culture Subculture

The Family Life Cycle The family life cycle concept describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviours.

Culture & Subculture Culture refers to the set of values, ideas, and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation. Subcultures are subgroups within a larger, or national culture with unique values, ideas, and attitudes.