Consumer Behaviour I Flashcards
consumer behaviour AKA
consumer buyer behaviour
what is consuemr behaviour
Includes the whole process of studying why consumers
purchase certain products, how they buy them to the
point where they dispose of the products
what is consumer market
All the individuals and households that buy or acquire
goods and services for personal consumption
what are the 3 parts under the consumer behaviour model
stimuli (external factors)
black box (buyer’s mind) (internal factors)
responses
what are the 2 types of external factors
marketing mix (from the brand itself) (4Ps: prod, price, place, promotion)
environmental
what is the environmental external factors (stimuli)
Economic,
Technological,
Cultural
political
demographic
situational
what are the 2 things in black box (internal factors)
consumer characteristics
decision making process
what are the internal factors consumer characteristics
beliefs/attitudes
values
knowledge
motives
perceptions
lifestyle
what are the internal factors decision making process
problem solving
information search
alternate evaluation
purchase
post purchase
evaluation
what are the responses
either to purchase or not
if purchase then which:
- product
- brand
- source
- amount
- method of payment
what is the decision making process
problem solving
information search
alternate evaluation
purchase
post purchase
evaluation
what are the factors (internal and external) which influence consumer behaviour
cultural
social
personal
psychological
what are the cultural factors
culture,
subculture,
social class
what are the social factors
reference groups,
family,
roles and status
what are the personal factors
- age
- occupation
- economic situtations
- lifestyle
- personality
- self-concept / self image
what is the culture (cultural factors)
The set of basic values, perceptions, wants and
behaviour learned by a member of society from family and
other important institutions.
Culture is learned from family, church, school, peers & colleagues.
Singapore culture: Achievement and success, progress, material, racial
harmony, fitness and health, & FAMILY.
Culture is the ______ of a Person’s Wants and Behavior
Most Basic Cause
what is the sub culture (cultural factors)
Groups of people with shared value systems based on common life experiences.
Subculture include nationalities, religions, racial groups, interest
groups etc
what is the social class (cultural factors)
A status hierarchy in which individuals and groups are classified on the basis of esteem and prestige acquired mainly through income, accumulation of wealth,
occupation, education and other variables
4 common social classes informally recognized in many societies are:-
(1) Upper class,
(2) Middle class,
(3) Working class, and the
(4) Lower class.
what are the social factors
Social factors play an essential role in influencing the buying
decisions of consumers. We talk to and discuss various
issues to reach to better solutions and ideas with others
(friends, family, influencers etc).
2 types of reference groups (social factors )
there are 2 types
membership
opinion leaders/influencers
explain opinion leaders/influencers
▪ People you may or may not know with the reference group
▪ Have special knowledge, skills, personality
▪ Exerts influence on others
▪ Eg Food editors, local celebrities, wine specialists…
explain aspirational group
▪ Group which consumers wish to be in
▪ Likely to be a celebrity (sports/entertainment)
what is family (social factors )
family is the most important consumer buying organization
there is a hierarchy:
- husband wife involvement
- changing husband wife involvement
- children exert influence
