#6 Consumer Behaviour

Question 1

What is Consumer Behaviour?

Answer 1

Consumer Behaviour is the buying behaviour of final customers - individuals and households who buy goods and services for personal consumption.

Question 2

What is the Model of Buyer Behaviour?

Answer 2

Marketing & other stimuli (4Ps)
Buyer’s Black Box
Buyer Response (product, brand, dealer choice, purchase timing and amount)

Question 3

4 Factors Affecting CB

Answer 3

1. Cultural
   - subculture: people who share the same value system based on common life experience (e.g. nationality, age, religion, social class)
2. Social
   - groups, family, role and status
3. Personal
   - influences (e.g. age, occupation, economic status, personality)
   - identification (activities, interests, opinions)
4. Psychological
   - motivation
   - perception
   - behavioural
   - learning

Question 4

Types of Buying Decisions

Answer 4

Matrix: involvement vs differences between brands

• habitual: low diff, low involvement
• dissonance-reducing: low diff, high involvement
• complex: high diff, high involvement
• variety-seeking: low involvement, high diff

Question 5

Factors Affecting the Level of Involvement

Answer 5

PPISS

1. Perceived risk of consequence
2. Previous experience
3. Interest
4. Social visability
5. Situation

Question 6

Buyer Decision Process

Answer 6

1. Need recognition
   - internal
   - external
2. Information search
   - personal
   - commercial
   - public
   - experiential
3. Evaluation of alternatives
4. Purchase decision
   - attitudes of others
   - unexpected factors
5. Postpurchase behaviour
   - level of satisfaction
   - cognitive dissonance (buyer’s remorse)

Question 7

Adoption Process & Categories

Answer 7

Awareness, interest, evaluation, trial, adoption

Early adopters, early majority, late majority, laggards

Question 8

Influence of product on adaptability

Answer 8

DRCCC
Divisibility 
Relative Advantage
Complexity 
Compatability 
Communicability