Lecture 4 Consumer Behaviour Flashcards
Define consumer buyer behaviour
Buying behaviour of final customers
Define consumer market
All the individuals and households that buy or acquire goods and services for personal consumption
What is consumer behaviour?
This is about understanding why a customer would prefer to buy an item at x place for x price. Why would they buy this brand over another?
Why do marketers have to think about how the majority of consumers will behave?
Because all consumers are different so we need to appeal to as many as possible.
What is marketing about?
It is not about selling, it is about creating value prepositions
What can the difference between customer and consumer influence?
Buyer behaviour
What are the 3 main features of the model of buyer behaviour?
The environment
Buyer’s black box
Buyer response
What does the model of buyer behaviour show?
How consumers respond to various marketing efforts.
What are the marketing stimuli with regards to the environment in the buyer behaviour model?
Product
Price
Place
Promotion
What are the other stimuli with regards to the environment in the buyer behaviour model?
Economic
Technological
Social
Cultural
What is in the buyer’s black box in terms of the buyer behaviour model?
Buyer’s characteristics
Buyer’s decision process
What influences the buyer responses in the buyer behaviour model?
Buying attitudes and preferences
Purchase behaviour: what the buyer buys, when, where and how much
Brand and company relationship behaviour
What evaluates the stimuli in the model of buyer behaviour?
Stimuli are evaluated in light of the buyer decision process and the buyer’s characteristics.
What do marketers need to anticipate in terms of buyer response?
Buyer responses do not always follow what is expected. People can switch their choice of brand.
What influence can buyer characteristics have on the product?
Different people may like the same product but in different forms.
What are 4 main characteristics that affect consumer behaviour?
Cultural Social Personal Psychological Various types of characteristic can influence consumer behaviour
What cultural aspects can influence consumer behaviour?
Culture
Subculture
Social class
What social aspects can influence consumer behaviour?
Groups and social networks
Family
Roles and status
What personal aspects can influence consumer behaviour?
Age and life-cycle stage Occupation Economic situation Lifestyle Personality and self concept
What psychological aspects can influence consumer behaviour?
Motivation
Perception
Learning
Beliefs and attitudes
Why can’t we control the 4 main characteristics affecting consumer behaviour (cultural, social, personal and psychological)
They are in the external environment. Instead we need to understand them so we can take them into account with our internal marketing environment.
Define culture
Set of basic values, perceptions, wants and behaviours learned by an individual from family and other important institutions.
Define subculture
Group of people with shared value systems based on common life experiences and situations
Define cross-cultural marketing
Including ethnic themes and cross-cultural perspectives within a brand’s mainstream marketing.
Define social class
Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviours.
Give an example of a cultural shift that can impact marketing
Global warming, climate change and use of plastics
Give two examples of subcultures
Hispanic American
African American
What is social class determined by?
Not just income!!
It is measured as a combination of occupation, income, education, wealth etc
Why are marketers interested by social class?
People with similar social class have similar buying behaviours.
Why are cultural shifts important?
They are important in terms of marketing and manufacturing
What are the 3 types of groups and social networks?
Membership groups
Aspirational groups
Reference groups
What are membership groups?
Groups with direct influence and to which a person belongs
What are aspirational groups?
Groups that an individual wishes to belong to
What are reference groups?
Groups that form a comparison or reference in forming attitudes or behaviour
Why is word of mouth influence important?
We trust others more than brands
What can online social networks include?
Blogs Message boards Forums Social media Opinion leaders
Talk about the personal factor: age
This is a demographic that is often targeted however, some marketers are moving away from this
Talk about lifecycle stage
As we get older, we change some buying behaviours but keep others
How can occupation affect consumer behaviour?
This is a segmentation variable
Depending on the products people from different occupations will behave in a different way when purchasing.
Explain how a person’s economic situation will affect their consumer behaviour
Trends in spending, savings and interest rates and recessions will have an effect on a consumer and their buying behaviour
What do lifestyles include in terms of consumer behaviour?
Activities, interests and opinions
Why are brand personalities important?
Consumers tend to choose brands that reflect their own personality- either what it is or what they would like it to be (actual self vs ideal self)
What are the 5 sections in Maslow’s hierarchy of needs?
Self actualization Esteem Belongingness and love Safety needs Physiological needs
What are the self fulfilment needs in Maslow’s hierarchy?
Self actualisation
What are the psychological needs in Maslow’s hierarchy?
Esteem
Belongingness and love
What are the basic needs in Maslow’s hierarchy?
Safety and physiological
What is meant by self actualization?
Achieving one’s full potential, including creative activities
What is meant by esteem needs?
Prestige and feeling of accomplishment
What is meant by belongingness and love needs?
Intimate relationships and friends
What is meant by safety needs?
Safety and security
What is meant by physiological needs?
Food, water, warmth, rest
What does Maslow’s hierarchy of needs have an effect on?
Consumers
How do we learn?
By doing things and acting
How can marketers use how we learn to influence our behaviour?
We learn from cues in shops and adverts. If the experience is rewarding we will likely act again- loyalty
Define belief
A descriptive thought that a person holds
Define attitude
A favourable or unfavourable evaluation or feeling
Why are attitudes a problem for marketing?
Attitudes are difficult to change and affect brands we choose over our lifetime and why we make decisions the way we do
What are the 4 types of decision buying behaviour?
Complex buying behaviour
Dissonance-reducing buying behaviour
Habitual buying behaviour
Variety-seeking behaviour
What does buying decision behaviour depends upon?
It depends upon product
What do more complex purchases usually mean?
They usually involve more buyer participation and buyer involvement than the less complex ones
Explain complex buying behaviour
The consumer is highly involved in the purchase, normally because it is expensive, risky or not purchased often
The consumer needs to learn about the product category and learn as they go, developing beliefs and attitudes about the product to make an informed and thoughtful choice
What do marketers need to understand about complex buying behaviour?
They need to understand what the consumer goes though on the journey and be there at different stages to give them the level of detail they need
What might not make something a complex buy?
If it is predetermined, it may not be a complex buy
What do high prices not always indicate?
They do not always indicate high involvement
What is dissonance reducing buying characterised by?
High involvement but consumers see less difference among the brands
Might shop around but will still buy quicker than a complex purchase
Afterwards post purchase dissonance might be felt
What is post purchase dissonance?
When the buyer sees other options or someone comments on what has been bought
Often where people return things
What does a marketer need to do for dissonance reducing buying behaviour?
Need to make sure that you are communicating with them at that time with after sales care to persuade them that they have made the right decision
What is habitual buying behaviour characterised by?
Low involvement and little difference in brands
Tend to be low cost, frequently purchased products
Don’t research the brand or compare brands and weigh up decisions
Don’t really regret the decision due to the lack of involvements
What do marketers need to do for habitual buying behaviours?
Need to emphasis the price rather than benefits, can do this over sales promotions to promote their brand over another.
What is variety seeking behaviour characterised by?
Low customer involvement but significant perceived brand differences
Lots of brand switching
What will market leaders try and encourage to ensure sales?
Habitual buyer behaviour to try and keep customers
What might challenger firms encourage to ensure sales?
Variety seeking behaviour to try and win some customers
What are the 5 stages in the decision making process?
Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behaviour
What are the main things to consider when looking at the decision making process?
Might not need to pass through all 5 stages depending on the type of decision.
Speed of passing through the process
Might reverse the process by returning a product due to post purchase dissonance
