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Consumer Behaviour > Introduction > Flashcards

Introduction Flashcards

1
Q

Define:

Consumer Behaviour
Consumption
Offering

A

Consumer Behaviour: Totality of consumers’ decisions wrt consumption of offerings by human decision-making units (over time).

  • Consumption: Includes acquisition, usage & disposition of offerings.
  • Offerings: P/S, activity, experience & idea offered by marketing org to consumers.
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2
Q

What are Decision-Making Units?

A

Decision-Making Units include info gatherers, influencers, deciders, purchasers, users.

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3
Q

Define acquisition, usage, disposition

A
  • Acquisition: Process by which consumer comes to own offering.
  • Usage: Process by which consumer uses offering.
  • Disposition: Process by which consumer discards offering.
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4
Q

Give examples of the ways consumers acquire offerings.

A
  • Buying
  • Trading
  • Renting
  • Leasing
  • Bartering
  • Gifting
  • Finding
  • Stealing
  • Sharing
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5
Q

Describe the methods by which offerings are disposed.

A
  • New Use: Repurposing offering (no disposal).
  • Temporary Disposition: Renting/leasing/lending offering.
  • Permanent Disposition: Trading/selling/recycling offering.
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6
Q

Describe the properties of Consumer Behavior

A
  • CB is a dynamic process.
  • CB involves attitudes towards offerings.
    • Emotions.
    • Coping.
  • CB may involve many people.
  • CB may involve many decisions.
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7
Q

How can consumer behavior involve emotions and coping?

A
  • (+)/(–)/Specific emotions/moods can affect how consumers think + feel before/during/after making a decision.
  • Consumers may use offerings to cope with compulsions, stress, inabilities (e.g. illiteracy, risk of terrorism, health, etc.).
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8
Q

Describe the decisions consumers make wrt offerings.

A
  • How to consume offering
  • How much/often/long to consume offering
  • When to consume offering
  • Where to consume offering
  • What/Whether to consume offering
  • Why (not) consume offering
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9
Q

What might affect when a consumer consumes an offering?

A
  • Time of day
  • Weather/Climate
  • Season
  • Traditions (e.g. Christmas tree for Christmas)
  • Need for variety
  • Knowledge that others will (not) use offering (e.g. iPhones).
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10
Q

Where might a consumer consume an offering?

A
  • (AUD) Traditional places (e.g. food in a restaurant).
  • (AUD) Stores
  • (AD) Mail
  • (AU) Phone
  • (AUD) Online
  • (U) Home
  • (U) Public
  • (D) Trash/Bin

Acquiring = A, Using = U, Disposing = D

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11
Q

What might affect how much/often/long to consume an offering?

A
  • Compulsion (e.g. drugs).
  • Work (e.g. company car, computer)
  • Risk-aversion (e.g. flat fees vs. variable fees)
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12
Q

What might affect consumer’s decision of whether to consume an offering?

A
  • How good offering is?
  • How good alt offerings are (in comparison)?
  • How much have you recently been spending?
  • Will it help achieve personal goals?
  • Will it help ease safety concerns?
  • Will it help reduce risks?
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13
Q

Why might a consumer consume an offering (or not)?

A
  • Offering does/doesn’t meet consumer’s needs, values, goals.
  • Offering feeds consumer’s addiction/compulsion.
  • Offering is (un)available.
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14
Q

Identify the 4 domains of consumer behavior affecting consumption.

A
  1. Psychological Core (Internal Processes).
  2. Decisionmaking Process.
  3. Consumer’s Culture (External Processes).
  4. Outcomes of Consumer Behaviour.
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15
Q

Describe the consumer’s psychological core.

A
  • Motivation, ability & opportunity to consume offering.
  • Exposure, attention, perception & comprehension to offering.
  • Memory & knowledge of offering.
  • Forming/Changing attitudes wrt offering.
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16
Q

Describe the consumer’s decisionmaking process.

A
  1. Recognize problem
  2. Search for Info
  3. Make judgement
  4. Make decision
  5. Evaluate decision
17
Q

What questions would you ask to evaluate a decision?

A
  • Was I satisfied/dissatisfied?
  • Was offering >/=/< expectations?
  • Would I consume offering again?
18
Q

Define Consumer Culture

A

Consumer Culture: Typical/expected behaviours, norms & ideas characterizing a group of people.

19
Q

Describe the factors influencing Consumer Culture

A
  • Social Influences: Reference Groups
  • Household/Class Influences: Income, family size/members, politics, etc.
  • Diversity Influences: Region, ethnicity, religion, age, gender, etc.
  • Psychographic Influences: Values, personality, lifestyles.
20
Q

Define Reference Group

A

Reference Group: Group of people consumers compare themselves with for info regarding behaviour, attitudes, values.

21
Q

Describe the outcomes and issues rising from consumer behaviour

A
  • Offerings & behaviour symbolize who we are & used to express our actual/desired identity.
  • Offerings & behaviour raise ethical issues marketers/consumers should consider.
  • Offerings & behaviour diffuse through market & en/discourage other consumers’ decisionmaking.
22
Q

Who benefits from studying Consumer Behaviour?

A
  • Academics: Spread/generate knowledge.
  • Marketers: Helps develop marketing strategies + tactics.
  • Policymakers: Help develop policies protecting consumers from unfair, unsafe & unethical marketing practices.
  • Ethicists/Advocacy Groups: Help raise awareness of unfair, unsafe & unethical marketing practices.
  • Consumers: Helps inform consumers on making better decisions.
23
Q

How can firms apply consumer behaviour in their marketing decisions?

A

Consumer Behaviour can be applied to:

  • Developing + Implementing Customer-Oriented Strategy.
  • Selecting + Segmenting Target Market.
  • Developing Products + Positioning.
  • Promotion, Pricing, Distribution Decisions.
24
Q

How can consumer behaviour help develop/implement customer-oriented strategy?

A

Consumer behaviour defines each market segment based on:

  • How much consumers value offering.
  • What are consumers’ currently/potentially (un)fulfilled needs/wants.
  • Size, growth, profitability of each segment.

Thus allows firms to develop existing/new offerings to best satisfy most attractive consumer segments.

25
Q

How can consumer behaviour help develop offerings?

A
  • Consumers may (in)directly offer suggestions for developed/new offerings.
  • Behaviour suggests how offering should be branded & designed.
26
Q

How can consumer behaviour help develop positioning, promoting, communication strategies?

A

Consumer Behaviour:

  • Shows consumers’ view of brand image & of their competitors.
  • Suggests what objectives/priorities wrt marketing offering.
  • Suggests consumers’ expectations & how to fulfill them.
  • Suggests how offerings should be (re)positioned.
  • Suggests what marketing tools to use, how/where/when/who they should market (to), & whether they were effective.
27
Q

How can consumer behaviour help develop pricing strategies?

A

Consumer Behaviour suggests:

  • What price should be charged.
  • Consumers’ sensitivity to price & price changes.
  • What price tactics to use.
28
Q

How can consumer behaviour help develop distribution decisions?

A

Consumer Behaviour suggests:

  • Where/when target consumers likely to shop.
  • What consumers want to see in stores & desigining stores accordingly.
29
Q

Define Marketing

A

Marketing: Activity, institutions, processes for creating, communicating, delivering, exchanging offerings w/ value for indivs, groups, society.

30
Q

Define Social Marketers

A

Social Marketers: Aim to market P/S/ideas to affect (+) social change
(not for profit).

Consumer Behaviour (8 decks)

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