1. Understanding Consumer Behaviour

2. Understanding consumers: the key questions
Who is important?
What are their choice criteria?
How do they buy?
Customers
Where do they buy?
When do they buy?

3. The Decision-making Unit
Initiator
Influencer
Decider
Buyer
User
Gatekeeper

4. Virgin Media Virgin Media targets its advertising at all
members of the household
decision-making unit,
with the customer benefit
of multiple online usage.

5. The consumer decision-making process
Need
recognition/problem
awareness
Information
search
Evaluation
of alternatives
Purchase
Post-purchase
evaluation of
alternatives

6. Evaluation and purchase models
High involvement: the Fishbein and Ajzen model of reasoned action
Personal beliefs
Attitudes
Purchase intentions
Purchase
Normative beliefs
Subjective norms
Low involvement: the Ehrenberg and Goodhart repeat purchase model
Repeat Purchase
Awareness
Trial

7. Choice criteria used when evaluating alternatives
Technical
Reliability
Durability
Performance
Style/looks
Comfort
Delivery
Convenience
Taste
Social
Status
Social belonging
Convention
Fashion
Personal
Self-image
Risk reduction
Ethics
Emotions
Economic
Price
Value for money
Running costs
Residual value
Life-style costs

8. Audi Audi advertises both the fuel efficiency and
responsible credentials of its TT TDI model.

9. Influences on consumer purchasing behaviour
The buying situation
Personal influences
Social influences
information processing
motivation
beliefs and attitudes
personality
lifestyle
lifecycle
culture
social class
geodemo-graphics
reference groups
Consumer

10. Determinants of the extent of problem solving
Self-image
Perceived risk
Social factors
Hedonism
Level of involvement
Time pressure
Extent of problem solving
Differentiation and number of alternatives

11. The consumer decision-making process and level of purchase involvement
Stage
Low Involvement
High Involvement
Need recognition/
problem awareness
Minor
Major, personally important
Information search
Limited search
Extensive search
Evaluation of alternatives and the purchase
Few alternatives evaluated on few choice criteria
Many alternatives evaluated on many choice criteria
Post-purchase evaluation of the decision
Limited evaluation
Extensive evaluation including media search

12. Maslow’s hierarchy of needs

13. a symbol of achievement and its rewards
Rolex
Rolex watches:
a symbol of achievement and its rewards

14. Lifecycle stages Middle-aged divorced no children
Young divorced no children
Middle-aged married no children
At home single
Young couple no
children
Young parents
Middle-aged parents
Empty nester married working
Empty nester married retired
Solitary retired
On own young
Young divorced with children
M-aged divorced with children
M-aged divorced
no dep’nt
children
On own middle-aged

15. Social class categorization

16. Reference Groups
Membership groups
Aspirant groups

17. Core Reading
Core reading to support this topic can be found in Chapter 4 of your recommended text