Luxury Consumer Behaviour 1 à 5 Flashcards
What is consumer Behaviour
The study of different processes
When Individuals or groups:
Select
Purchase
Use
Dispose
products, services, experience to satisfy their needs and desires
Why do we need data
Need data to understand de c.b
Demographic (age, gender,race)
Psychographic (tastes, personalities)
Why Digital Revolution influenced c.b
Before: company talks to clients
Now: customers express need to companies
Contextualized customer experience
- Profil Data
- Situational Data
- Historical Data
Perception (Internal Factor)
Exposure: message
Attention: our mental state at the moment we are exposed
Interpretation: the way we are socialized, our culture
Memorization (Internal Factor)
How we learn about a product or a service
Learn how to associate with a brand
Observe other behaviours (we imitate or not)
Motivation and Emotions (Internal Factors)
Notion of Need and Want
Need: base on our personalities, observation of others
Want: focus on the utilitarian, emphasize the tangible
Consumers are willing to pay more depending on the degree of involvment (driven by strong emotions)
Gender and Self Identity
Genderless products, self concept influenced c.b, culture dictates (some)
Self concept
moral, social, academic, intellect
Products
They define in a way who we are
Culture guides purchase decision
Lifestyle and Personality
When it’s around personality it is not a great success.
Brands Have personalities
- Modernity = perspective of brand
- Eccentricity = social exceptation
- Opulence = symbols of wealth
- Elitism = status and exclusivity
- Strength = masculinity
Lifestyle defines a pattern of consumption
specific product - different segments
- Activities = what does he do
- Interest = interested in which field
- Opinion = in politics (ex) education, culture
Better to
Better to define pattern of consumption than individual purchases
Importance of psychographics on top of demographics
- Psycho - more subject variable
- Demo - we can observe - observable variables
