Consumer Behaviour II Flashcards
what are the psychological factors affecting buyer’s choices
motivation
perception
learning
beliefs and attitudes
what is motivation
Motivation is a need that is sufficiently pressing to direct the person to seek satisfaction of the need.
_________ presents a framework suggesting that human motivation stems from a hierarchy of five fundamental categories: physiological, safety, love, esteem, and self-actualization
MASLOW’s Hierarchy of Needs
what is perception
▪ It is the process by which people select, organize, and interpret information to form a meaningful picture.
▪ Information inputs are the sensations received through our senses.
people form different perception of the same stimulus because of ?
because of 3 Perceptual Processes:
➢ Selective Attention
➢ Selective Distortion
➢ Selective Retention
what is selective attention
the process of selecting some inputs and ignoring others.
Marketers need to work hard to attract consumers’ attention.
what is selective distortion
describes the tendency of people to interpret information in a way that will support what they already believe. (bias?)
Marketer must try to understand the mindset of consumers and how these will affect interpretations of advertising and sales promotion.
what is selective retention
is remembering information that supports personal feelings and beliefs and forgetting inputs that do not.
Marketer use drama and repetition in sending messages to their target audience (consumer) as a form of constant reminders.
what should marketers do ?
▪ Rise above the clutter
▪ Use reference groups or opinion leaders or sales persons to educate
▪ Use incentives like sales promotions to encourage trial
what is learning
▪ A relatively permanent change in behavior due to experience.
▪ Interplay of motivation, stimuli/cue (e.g promotions / advertisements), past experience, knowledge etc
what is beliefs and attitudes
Describes a person’s consistently favorable or unfavorable evaluations, feelings toward an object or idea.
→ Beliefs & attitudes puts people into a frame of mind of liking or disliking things
what is the 5 stage buyer decision process
1) need recognition
2) information search
3) evaluation of alternatives
4) purchase decision
5) post purchase behaviour
what is STEP #1 - NEED RECOGNITION
▪ Buyer becomes aware of the problem or need.
▪ Marketers use sales personnel, advertising and packaging to trigger recognition of needs or problems.
example:
- buyer is hungry
- marketer has fast food advertisement
what is STEP #2 - INFORMATION SEARCH
▪ This stage begins after the consumer becomes aware of the problem or need.
▪ The search for information about products will help resolve the problem or satisfy the need.
▪ There are various sources of information
what are the various sources of information
personal sources (friends/family)
commercial sources (advertising/salesman)
public sources (mass media/consumer-rating groups)
experiential sources (handling /examining the product)
which is hte most influential source of information
personal sources
which source of information gives most information
commerical sources
which source of information involves using/examining/handling the product
experiential sources
