Consumer Behaviour Flashcards
The 4 purchase decision processes
- Habitualized purchase decision
2.Impulsive purchase decision - Limited purchase decision
- Extensive purchase decision
voir graph page 11
Involvemen: definition
Involvement indicates the level of motivation to
seek and process information about a product or service
Low-involvement purchases
-“Learn” after repeated messages
-“Random” information intake
-Passive reception of advertising
-Selection of a satisfactory alternative
-Products for personality, lifestyle of the consumer are
unimportant
-Low influence of reference groups on purchasing decision
High-involvement purchases
-Comprehensive information processing
-Conscious search for information
-Intensive dealing with advertising
-Search for the best or most useful alternative
-Strong relationship of the products to personality, lifestyle of the consumer
-Strong influence of reference groups on purchasing decisions
Extensive purchase decision
How do consumers make decisions here? A 5-step process
- “Problem” identification
- Information search
- Evaluation of
alternatives
4.Product selection - Evaluation of purchase decision
Problem identification
Consumers become aware of a need
1. No problem : desired state and actual state is the same
2. Needs through deficit : Desired state –> Actual state
3. Needs through new opportunities: Actual state –> Desired state
Purchase Decisions
How do consumers actually make choices in extensive purchase decisions?
- Conjunctive heuristic
- Lexicographic heuristic
- Elimination-by-aspect heuristic
Conjunctive heuristic
A minimum level is set for each characteristic. The consumer chooses the first alternative that has reached the minimum threshold for all features.
Lexicographic heuristic
Here, the consumer determines the most important feature. The mark with the highest expression of it is then chosen
Elimination-by-aspect heuristic
According to elimination-by-aspect, a minimum level is set for each relevant feature. For example, the storage space should be above 124 GB. If a product alternative does not meet this requirement, then it is eliminated
Elaboration Likelihood Model
How does advertising affects attitudes?
page 21
Excursus: The attitude-behavior gap
Positive attitudes do not always result in purchase
The Net Promoter Score for determining what?
customer satisfaction
How do consumers shorten their decision making?
- Consumers go for the option in the
middle
2.Consumers pick well-known
brands - Consumers go for expensive items
(>quality indicator)
How does a brand manage to be considered by the consumer?
graph voir page 30
Impulsive purchase decision
impulsive purchase decisions come unexpectedly and quickly
btoC purchase decision
-product : Standard, “mass market”
-Distribution: Different trade levels (e.g., wholesale, stationary trade)
-Communication: Advertising
-Price: List prices
-Decision-making processes: Individual consumer or household makes decision
BtoB purchase decision
-Product: Usually smaller quantities (e.g., “only” five high
speed trains), often tailored to companies
-Distribution: Often directly
-Communication: Personal sales relationship
-Price: List prices or individual pricing
-Decision-making processes: Various members of the organization make decision
The Buying Center (e.g., hospital)
How do various members of the organization make decisions?
- User (e.g doctor)
- information-selector (e.g health insurance)
- Influencer (e.g pharma lobbyist)
- Decider (e.g executive board)
- Purchaser (e.g., purchasing department)
- Initiator (e.g nursing staff)
Individual factors: Demographics influence purchase/consumption decisions
- Age : Age groups are reinventing themselves
- Gender: “discovery” of the segment for men
- Place of residence: Local differences, e.g.,
‘Röstigraben’ - Income: Higher income classes have different
hobbies
Means-End-Chain to determine needs and values
page 41/ page 42 (analysis 2)
Consumers want to feel
they belong to…
a group
Reference groups
- Actual reference group
- Aspiring reference group
- Reference group to be
avoided
What happens in groups?
1.Customers are more risk-tolerant
2.Customers divide responsibility among group
members
3. Customers often follow the first voice that is
expressed in group settings
Consumers are influenced by..
sensory impression
1.Physical factors
2. Social factors
3. Temporal factors
4. Type of purpose
5. Psychological states
Physical factors
- Acoustic & visual
- Olfactory
Social factors
- Family environment
- Private environment
- Professional environment
- Private environment
Temporal factors
Consumers are influenced by the time of day, day of the week, and season of the year
Type of purpose
Consumers are influenced by the purpose of the purchase
Psychological states
When consumers go shopping hungry, they tend to
behave irrationally. For example, they might purchase
things that they had not planned to purchase.
When consumers don’t feel hungry while shopping, they find it easier to behave rationally
