Consumerbehaviour

Consumer Behaviour Concepts and Applications Not a simple picture !!!

To consider ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Obviously ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketers, actors & roles in buying ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Who is important in the buying decision? What do they buy & how much ? When do they buy & where ? How do they buy? What choice criteria do they use? How do they respond to the efforts we use?

Buyer Behaviour Model buyer’s black box Needs - wants, stimuli Product, price, place, promotion etc Environmental (PEST) factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How we buy (a rational view) Information search Shape desire, want Evaluate alternatives (against evoked set) Window-shop – simmering interests Buy Post-purchase evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],Evoked set Need recognition, problem-awareness Evaluate alternatives Information search Buy Post-purchase evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Operant (or instrumental) conditioning ,[object Object],[object Object],[object Object],[object Object],[object Object]

Responses are reinforced, punished, or extinguished 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Responses are reinforced, punished, or extinguished 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Responses are reinforced, punished, or extinguished 3 ,[object Object],[object Object],[object Object],[object Object],[object Object]

Roles in the decision process after Blackwell/Miniard/Engel, 2007 Consumer Behaviour, 10th Ed, Thomson ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Infants, teenagers, working women, husbands? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is the Relative Influence of Husbands vs. Wives in Decision Making? How is this changing?

Influences on Consumer Behaviour ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Personal influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Perceptual, conceptual & related capacities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concepts in socio-cultural examination ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Opinion formers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Consumer thinks, feels, is involved & acts Behaviour, action Goals Needs, desires, wants drive construes achieve satisfy A simple need-satisfaction Motivation Model Social & psychological construction – after Abraham Maslow

Abraham Maslow - Hierarchy of Needs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Personality & self concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Levi Jeans ? Swaferga ? Branston baked beans ? Chicken jalfrazi ? Top Gear ? Yesterday Channel ? Lands End ?

Components of Attitude Attitude (overall orientation toward object or idea) Cognitive (knowledge & beliefs about a subject/object) Affective (overall feelings or emotive reactions) Behavioural (how we tend to behave) A person’s enduring favourable or unfavourable evaluation of some object or idea

Choice criteria ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Consumer Problem-Solving Categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Extended problem-solving ,[object Object],[object Object],[object Object],[object Object],[object Object],self-image risks social factors

Cognitive dissonance (after Festinger) ,[object Object],[object Object],[object Object],[object Object]

Aesop's "The Fox and the Grapes" ,[object Object],[object Object]

Smoking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social classes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

VALS2 psychographic groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Forrester Technographics customer segments by motivation, desire & ability to invest in technology

Start here Explain the customer behaviour appeals being used by … each of the following … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Explain the following in terms of consumer behaviour debate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Post-purchase evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What can marketer & seller do?

Post-purchase Behaviour ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Evaluate Harley-Davidson Consumer Behaviour ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Scope of B2B Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Purchasing decisions in B2B Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Organisational buying quantity continuity quality price financing life cycle costs prod y maintenance residual values risks politics personal Choice criteria ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Need recognition, problem-awareness Evaluate, negotiate, select Search for sources, research & approve Finalise contract & order routines Performance feedback & evaluation Determine specification & quantity Receive proposals & analyse Integrate partner systems competition legal steps financing JIT logistics conflict outsourcing

Relationship Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Consumerbehaviour

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Consumerbehaviour

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