Consumer Behaviour (Lecture #11) Flashcards
Why do people buy some products and not others?
consumers have different motivations and behaviours
What are the categories of consumer motivations?
- Physical
- Lifestyle
- Psychological
- Social
- Cultural
Why do marketers care about consumers’ motivations and behaviours?
- understanding what consumers do, and why they do it, is a vital first step towards being able to predict and influence these behaviours
- helps us to more efficiently orient our marketing actions around the wants and needs of our consumers
Consumer behaviour questions relating to STP and marketing mix: who are the customers?
target segment
Consumer behaviour questions relating to STP and marketing mix: Why do they buy?
benefits sought
Consumer behaviour questions relating to STP and marketing mix: what do they buy?
product
Consumer behaviour questions relating to STP and marketing mix: where do they learn about it?
promotion
Consumer behaviour questions relating to STP and marketing mix: how/when/where do they buy?
price/place
What is the “purchasing funnel” from largest to smallest?
Awareness (of product)
Interest
Desire
Action (buying the product)
What are the 5 steps of the consumer decision process? (general)
- Problem recognition
- Information search
- Evaluation
- Purchase Decision
- Post-Purchase Behaviour
What does problem recognition entail?
noticing there’s a problem to solve
–present does not equal desired state
What does information search lead to?
leads to a set of brands to consider (“consideration set”)
What does evaluation entail?
compare different brands
Describe the internal and external parts of information search and evaluation
internal
-scan memory for past experiences
external
- personal sources (relatives, friends)
- public sources (public rating platforms, government agencies)
- marketing-dominated sources (advertising, salespeople, store displays, company websites)
What is the main driver of repeat business?
satisfaction
What does purchase decision entail?
decide what, when, and where to buy
T or F: purchase decision is the end point
false
What drives positive word of mouth?
satisfaction
what does satisfaction depend on?
expectations
Performance < Expectations = Disappointment
Performance >= expectations = satisfaction
What happens if consumers have more consumer involvement
- they will spend significantly more time searching for products
- they compare brands, sellers, evaluate more product attributes
what influences consumer involvement?
whether or not the consumer cares if what they’re buying is the best option
def. motivation
the process that initiates, guides, and maintains goal-oriented behaviours
What can marketers do to promote motivation to purchase (example)?
highlight unmet need that their product can fulfill
What is the hierarchy of needs from the widest to smallest?
- Physiological Needs (food, water, shelter)
- Safety Needs (freedom from harm, financial security)
- Social Needs (friendship, belonging, love)
- Personal Needs (status, respect, prestige)
- Self-actualization needs (self-fulfillment)
What is the key aspect of socio-cultural influence?
conformity
def. conformity
doing the same as others “monkey see, monkey do”
def. informational influence
other people as a source of information
def. cognitive shortcut
often easier to do what others do than to fully investigate all options
What are the two main reasons for conformity?
- informational influence
- cognitive shortcut
What are some sources of socio-cultual influence?
- culture
- family
- reference group
- formal leader
- aspirational group
word-of-mouth recommendations from trusted sources (eg friends) are ________ influential than advertisements
much more
what does viral marketing aim to do?
generate a lot of word-of-mouth online, so that people spread key messages about a given product
