Buyer Behaviour Flashcards
consumer definition
the ultimate user or consumer of goods, ideas and services
consumer market definition
market that consists of all the individuals and households who buy or aquire goods and services for personal consumption
internal influences
the psycholpogical and personal influences on consumer decision making
external influences
the social and culural influences on decision making
the consumer decision making process
the process by which individuals select from different chooices, products, brands or ideas
consumer involvement theory
the effort to which consumers put into their buying decisions depends on their level of involvement
involvement definition
the importance of the percieved consequences of the purchase of the person
what happens when the percieved risk is low
the consumer feels low involvement iin the deciision making process
what must managers forcus on in low involvement sittuations
how products are displayed at the time of purchase as consumers decision is often a response to environmental cues
what happens when the percieved risk is high
consumers caregully process all the availible informattion and think about decision well before going to buy the item
what must managers focus on in high involvement situations
they must reduce perceived risk by educating consumer about why the product is the best choice
elaboration likelyhood model
consumers will go through a central route when htey are highly involved ant they will g around he periphery of the decision making model if there is low involvement
steps in the consumer involvement process
- problem recognition
- information search
- evaluation of alternatives
- product choice
when does problem recognition occur
when the consumer sees a significant difference between their current state and their desired state
wha can marketers do in the problem recognition phase
marketers can develop creative advertising messages that stimulaet consumers to recognise tthat their current statte does not equal their desired state
information search step
the consumer checks their memory and surveys the environment to identify what options are out their thatt might solve their problem
what can marketers do in the information search phase
they can make information thatt consumers want and need about their product easily accesible
evaluation of alternatives step
when the consumer identifies a small number of products in which they are interested
how do consumers barrow down their choices
by evaluatting which of all the possibilities are feasable
product choice phase
deciding on the product and acting on the choice
internal influences on consumer decisions
- perception
- motivaion
- learning
- attitudes
- personality
- age group
- lifestyles
perception process
the process by which people select, organise and interprett information from the outside world
why does perception process have implications for marketers
- as consumers absorb infrmation, the likelhood tthat the message will get lost is high
- there is noo guarenee tthe meaning they give will be the same as what the marketer was aiming for
what perception issues tot marketters need to focus on
- exposure
- attention
- interpretation
