What is consumer behaviour

1. Understanding consumer behaviour

2. Content marketing and consumer
behaviour
Further reading
Top content brands of 2014

3. Learning outcomes
• Dimensions of customer behaviour who and
how they buy?
• Differences between consumer and
organisational buyer behaviour
• Identifying the main influences on consumer
behaviour

4. Private and organisational consumers
Private:
• Most is individual for
example buying a bar of
chocolate
• Or groups
• Or households
• Or as a gift
Organisations 3 types:
• Buy raw materials
• Buy products to resell
• Government & councils
etc.

5. Understanding customers- key
questions to ask?
(Blackwell, Miniard and Engel 1993)
Who is
important in
the buying
decision?
When do they buy?
What are
their choice
criteria?How do they
buy?
Where do they buy?

6. Who is important?
Private
• Initiator
• Influencer
• Decider
• Buyer
• User
 Find out who
are these
people?
 Why are they
important?
 When are they
important?

7. Who is important?
Organisational
• In the hands of a decision
making unit or buying
centre
• May alter according to
knowledge in the decision
making process eg software
• More difficult as do not
always know the real buyer
• Gatekeepers
• Video

8. How do they buy? Decision making processes
Consumers process:
Organisations process:
Need recognition/problem awareness
Information search
Evaluation of alternatives
Purchase
Post purchase evaluation of decision
Need recognition/problem awareness
Specification & quantity needed
Search for potential sources
Gain and analyse proposals
Evaluate proposals- select supplier
How to order?
Post purchase evaluation of decision

9. Buyer behaviour- marketing tool?
McKinsey marketing –
consumer decision
making- take a look later
(also relates to B2B)

10. What are their choice criteria when
evaluating alternatives?
Criteria Examples
Technical Reliability, durability, performance, style/looks, comfort,
delivery, convenience, taste
Economic Price, value for money, running costs, residual value, life
cycle costs,
Social Status, social belonging, convention, fashion, family
tastes, peer groups
Personal Self image, risk reduction, morals, emotions, integrity

11. Influences on consumer purchasing
behaviour

12. Some examples…
Lifestyles:
http://www.youtube.com/watch?v=NBgQ5EbqWE0
Personality:
http://www.youtube.com/watch?v=y3EEIcPkcO4
Motivation:
http://www.youtube.com/watch?v=_OBPWUijk4M
Will your marketing campaign generate stage 1 of the buying
behaviour process?

13. Summary
• Many factors influence buyers
• Messages form marketers need to be specific
and individualised
• Need to constantly alter offer and be aware of
constant changes
• Gathering of valid information and using this
is the way forward to help predict purchasing
as opposed to influencing purchasing

14. Further research…
A New Trend of the Consumer Behaviour: E-books
How John Lewis taps into buyers emotions
John Lewis goes for the heart