4. Consumer Behaviour

Question 1

Why study consumer behaviour?

Answer 1

BOTTOM LINE: To ensure that products/services meet consumer needs
But also… to improve your marketing strategy through insight in
▪ the psychology of how consumers think, feel and decide;
▪ How consumers are influenced by their environment (e.g., culture, family,
media);
▪ how motivations and decision criteria differ in different buying situations;
▪ how marketeers can adapt their marketing mix to more effectively and
efficiently persuade consumers.

Question 2

The changing context of consumer behaviour

Answer 2

Cocreationof value
Global consumer culture
Use of social media

Question 3

Influences on consumer behaviour

Answer 3

• Psychological influences
• Sociocultural influences
• Situational influences
• Marketing mix influences

Question 4

Understanding consumers: the key questions

Answer 4

Who is important?
Consumers
Where do they buy?
How do they buy?
What are their choice
criteria?
When do they buy?

Question 5

Consumers’ buying roles

Answer 5

Initiator
Influencer
Decider
Buyer
User

Question 6

How they buy: The consumer decision-making process

Answer 6

Need recognition or Problem awareness
Information search
Evaluation of alternatives
Purchase Post-purchase evaluation of
decision

Question 7

Need recognition or Problem awareness

Answer 7

Difference between current and
desired situation
▪ Stimuli
▪ Internal: Drive: Hunger, thirst
▪ External: Situation, advertising, …
▪ Relative importance
▪ Compared to other needs
▪ Small/large

Question 8

Needs

Answer 8

Internal/external
▪ Recognition
▪ Functional
▪ Emotional/Psychological
▪ Situation
▪ Current vs. desired
▪ Relative importance
▪ Small vs. Large

Question 9

Inhibitors

Answer 9

▪ They can “stop” a purchase
▪ Perceived risks
▪ Lack of trust
▪ Solution?
▪ Insurance
▪ Feedback processes
▪ Market research is key

Question 10

stimulation

Answer 10

Needs can be aroused via
marketing activities
▪ Ads can do that…
▪People see the ad
▪They reflect on their current
situation
▪They obtain new information, so
they can estimate the relative
importance of solving the
discrepancy
▪Scarcity perception (?)

Question 11

information search

Answer 11

▪ Degree of activity: active or passive search
▪ Source of information
▪ external → personal sources? media? commercial sources?
▪ internal → memory? Experience?
▪ “Awareness set”
▪ The array of brands that may provide a solution
to the problem