consumer behaviour - semester 1 Flashcards
decsion making process
identifying need/want for product or service research for product compare alternatives purchase post purchase evaluation
Four main factors influence consumer buying
behaviour:
cultural factors
social factors
personal factors
psychological factors
what is associated with cultural factors
socio-economic status - position in labour market
sub-culture - relgions/nationalities/ geogrpahical regions
what is associated with social factors
groups - primary/secondary/refernce/aspirational
families compostion/rules/spending power
what is associated with phychological factors
attitude - A person’s consistently un/favourable evaluation
towards an object or idea
perception
learning - Changes in an individual’s behaviour arising
from experience
beliefs - A descriptive thought that a person holds
about something
what is associated with personal factors
job occupation - disposible YED
age - affects demand for products
life cycle - interests, activities and opinions
what is meant by reference groups?
a set of people a consumer wants to please or imitate and that thus has an effect on an individual’s evaluations, aspirations, or behavior
what is meant by conformity?
people change their behaviour under peer pressure
what is perception (phyhological factors)
Process by which we select,
organise, and interpret information from
outside world
what is included within perception?
Selective attention Screen-out what we see Selective distortion Adapt information Selective retention We forget!
what is stage 1 in the decsion making process?
this is where the consumer identifies they need a product either because they need or want it
if they need fridge they search for a fridge
if the need a new foundation they search for foundation
what is stage 2 in the decsion making process?
this is where the consumer searches about the product.
they often look at the price and quality of the good to ensure the best product is purchased
from marketers perspective they should attract customrs by including reviews, testomonials and info/features about the product
what is stage 3 in the decsion making process?
this is where the consumer compares the product to alternatives so they are convinced they have done everything they could to obtain the best purchase
from a marketing perspective they could inlcude a comparison on their website to keep consumers on their webpage
e.g for a product like insurance which needs to be compared
what is stage 4 in the decsion making process?
this is where consumers buy the product
influenced by others
sales can influence consumers into buying the product (links with phycological) as consumer feels like they’re making a saving
what is stage 5 in the decsion making process?
this is the stage where the product has been pruchased and the customer is either happy or not satisified with the purcahse
after sales service needs to be implmented
surveys and thank you is good way of seeing how satosofed consumer is and also lets you asses lileyhood of repeat pruchase
adertisments act as positive renforcement
