Consumer Behaviour Flashcards
WHO: Initiator
Begins the process, preliminary info search.
WHO: Influencer
Persuade - impact choice criteria.
WHO: Decider
Makes choice on purchase.
WHO: Buyer
Transaction.
WHO: User
Consumer of the product.
HOW: Utilitarian
Task related consumers.
HOW: Hedonic
Entertainment and fun consumers.
Types of Consumer Decisions: Extended Problem Solving
High involvement, a difference between brands - Marketers: Information and personal selling.
Types of Consumer Decisions: Limited Problem Solving
A consumer has some knowledge, requires little external information - Marketers: Communicate benefits.
Types of Consumer Decisions: Habitual Problem Solving
Low involvement, no difference between brands - Marketers: Top of mind awareness.
Types of Consumer Decisions: Variety Seeking Behaviour
Low involvement, a difference between brands - Marketers: Sales promotions, communicate benefits.
Defining Evoked Set: Total Set
Every product.
Defining Evoked Set: Total Set leads to…
Unaware Set = Not in head.
Aware Set = In head.
Defining Evoked Set: Aware Set leads to…
Inept Set = Not capable.
Inert Set = Capable, but no opinion.
Defining Evoked Set: Inert Set leads to…
Evoked Set = Preferable products.
Defining Evoked Set: Evoked Set is made of…
Viable, but not selected.
Viable and selected.
Choice Criteria: Technical
Reliability, durability, performance, comfort.
Choice Criteria: Economic
Price, value, running costs.
Choice Criteria: Social
Status, self-belonging, fashion.
Choice Criteria: Personal
Self-image, risk reduction, morals.
Influences on Consumer: Personal
Info processing - perceptions of a product based on information.
Motivation - belief.
Personality - segmentation.
Lifestyle - interests and opinions.
Lifecycle - stage of life?
Influences on Consumer: Social
Culture - attitudes of society.
Social Class - income.
Reference Group - influencers.
Influences on Organisation: Buy Class
Straight Re-buy - same supplier (least time and people intensive).
Modified Re-buy - different product portfolio.
New Task (most time and people intensive).
Influences on Organisation: Product Type
Product Constituents.
Product Facilities - new factory (most time and people intensive).
MRO - maintenance, repair, operations (least time and people intensive).
