1. CONSUMER BEHAVIOUR

2. 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

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

4. 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

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

6. 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

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

8. 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)

9. 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.

10. 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

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

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

13. 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

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

15. Selective comprehension
Selective perception filters
Messages
Selective exposure
Selective comprehension
Selective retention

16. 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?

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

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

19. 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.

20. 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.