Ch.6 Consumer Behaviour Flashcards
What is CB?
Buying behaviour of consumers
Why study CB?
To understand mark fails, avoid repeats, help s&t, predict effect of mark actions/ campaigns
What is a consumer?
Who buys for own use or consumption
Properties of groups?
Norms :behaviours & attitudes
Status = position, hierarchy
Roles :expectations of group from a status holder
Group classification (2)
Member of a group (direct groups): member & opinion leader
Nonmember (reference groups): aspirational & dissociative ( a lo q aspires ser parte y de lo que te quieres alejar)
Social influence of groups on product and brand choices
Strong BC and PC= Public luxury ( boat, golf)
Strong BC, weak PC = public necessities (watch, car)
Weak BC, strong PC = private luxury (pool table)
Weak BC and PC = private necessities (toothpaste, milk)
Strong PC = luxury
Weak PC = necessities
Factors that influence consumer behaviour
Cultural, social, personal, psychological
What are the stages of the life cycle?
Child/teen Student/worker Independent/bachelor Young marrieds Full nest Empty nest Sole survivor
Cultural factor elements for consumer behaviour
Culture:basic values (CAN vs USA) some values (6) son universales (sshafd) otros especificos aleman- sentirse bien cuando el enemigo sufre
Subculture: a culture within a culture (aboriginal)
Social class: Ricos votan por el PAN ( relatively permanent, similar behaviour)
Social factor elements for CB
Reference groups: (groups (mutual goal)- aspiration all or dissociative like live strong athletes vs geeks
Opinion leaders(influence others)
Social networks
Family (initiator, influencer, decider, buyer, user)
Roles & status influence what we buy
Personal factor elements for CB
Age & life cycle stage (juguetes vs carros)
Occupation
Economic situation
Lifestyle (hobbies)
Personality & self concept (identity (athlete/sophistication)
Psychological factor elements for CB
Motives (enough pressure to seek satisfaction)- Maslow’s needs (physio, safety, social, esteem & self actualization)
Perception- 95 % lean= no fat!- people’s interpretations ( labelling, packaging, colours)
Perception is affected by context and expectations (chocolate things are brown)
Attention
Learning-associations Burberry to London or Apple displays
Beliefs & attitudes- adventure vs hobbit person vs army person
What is exposure? What is its different from attention?
Exposure : contact with stimuli
Attention: suspend blindness from so much exposure- unless you’re focused you don’t really notice ads like drivers to cyclists- (divided, limited,…)
What is the effect of exposure?
If you like something, more exposure, more familiarity, more you like it
How to go from exposure to attention?
Interactive displays like Volkswagen
Surprise
Humour
Zeigarnik effect- incomplete stimulus (le faltan letras)
Exposure types
Traditional - ads, shelf space, displays
Non traditional - WOM (buzz), product placements (movies/ internet)
Learning types
Direct experience (behavioural)
Watching (observational)
Thinking (cognitive)
Learning process
Drive -stimulus triggers need
Cues -context offering
Response -effort to satisfy it
Reinforcement- if response is good enough
What is pavlov’s classical conditioning about?
Coca=happiness
Perron salivando
Difference between beliefs and values? Attitudes?
Belief: thought on something
Values:deep set of beliefs
Attitudes: consistent evaluation (shaped by b&v)- i like it
Behaviour: buying decision. Can go first or after attitudes !
Purchase desicion process
Need recognition triggered by novelty seeking, life cycle, dissatisfaction...so EducateRemind customers & Exagerate trigger Information search (personal, experimental-apple, commercial-wind, public, internet) Evaluate alternatives depend on consumer and type of purchase Decision- intention to desicion Post purchase eval- expectation vs actual performance (dissatisfaction, satisfaction, delight)= complaints, recommendations or repeat purchase
Consideration set
Brands and products already in mind of consumers with an evaluation on exposure, popularity, familiarity and price
Cognitive dissonance
Buyer discomfort by post purchase (of high involvement only) conflict. They even try to reduce it by rejecting contrary info and seeking reinforcements
Involvement
Significance of the purchase to the consumer
High - high value, great personal consequences on the consumer and his social image, greater opportunity 4 marketers to affect the decision
Ex diamond
Low- skips steps of the purchasing decision process de NR a PD, marketers want consumers to buy by habit, not reflecting upon it, so beliefs are not so important as CC or exposure
Ex milk
Middle ex: clothing, which depends on consumer
