Chapter 2- Customer Behaviour Flashcards
Purchase decision making process
Problem recognition information search alternative evaluation Purchase decision Post purchase evaluation
Maslow’s hierarchy of needs
Pyshcological needs (basic needs) Satisfy needs Love needs esteem needs Self- actualisation -Only when the lower-order needs are satisfied, consumers seek out the higher order needs
Benefits customers want
Functional benefit- performance
Emotional benefit- emotional experience attached
black box
little is known what happens in the mind and the decisions made by a purchaser
Personal factors- consumer behaviour
Demographic
Situational- changes in circumstance
Level of involvement - (high level in personal risk/low level threat to purchase)
Social factors- consumer behaviour
Reference groups
DMU
Opinion Former- experts
Opinion Leader-personal reviews
DMU
Decision Making unit-
family/personal
initiators, influencers, deciders, buyer, user
Reference Groups
Membership- work/gym/friends
Aspirant-celebrities/older siblings
Dissociative- do NOT want to belong
Aspects of problem recognition
assortment depletion- stock run out assortment extensions- need for stock Utilitarian- functional attributes Hedonic- pleasure and aesthetic Drive leads to motivation
OSL (problem recognition)
Optimum stimulation recognition
High OSL- risk taking, prefers novelty (young)
Low OSL- tried and tested approach(old)
Aspects of Information search
Internal search- remembering previous experiences
External search- searching on internet
Process of evaluating alternatives (heuristics)
Search
Evaluation
Choice
Aim to reduce confusion due to too much choice (Similarity, information overload and ambiguity)
Post-purchase evaluation
Equitable performance (reasonable given cost)
Ideal performance
Expected performance
Post-purchase dissonance (does not live up to expectation)
Post-purchase consonance (product is as expected or better)
Divestment
stage whereby the customer disposes the product
increasingly importance due to green marketing
Psychological factors in buying decision
Perception Motives ability and knowledge attitude personality To marketers- attitude is most important as they often precede behaviour, trials are important
Social factors- normative compliance
most importantpressure exerted on the individual to conform and comply eg. peer group pressure
Social factors- value-expressive influence
needs for psychological association with a particular group
social factors- informational influence
need to seek information from a group about the product category
Typed of marital role specialisation
wife dominant
husband dominant
syncretic/ democratic- join decision
autonomic- independent decision
