Session 2 Flashcards
Consumer behavior -
the study of the processes consumers use to select, buy, and use products and services.
Consumer decision journey (CDJ) -
the journey customers go thru before deciding what to buy.
1. Initial consideration set
2. Active evaluation phase
3. Moment of purchase
4. Post-purchase experience
Initial consideration set –
the collection of brands that the consumer has already in mind at the moment when the need to purchase emerges. It is the consequences of all the form of communications he has been exposed to the brands till that moment.
The active evaluation phase –
where customer research products or categories in order to gain access to knowledge before make decision (search info online, reviews, visiting shops).
The moment of purchase –
where customers finally decide what product to purchase. It is influenced by last minute factors (online but also in physical stores) like last minute promotions, salesperson influence, availability).
The post-purchase experience –
consumers after having used the product and having other positive or negative experiences (the after-sales service) decides to become or not a brand ambassador (passive or active = reviews).
2 types of loyalty:
- Active - consumer don’t even take into consideration other brands when is the moment to re-purchase the same product.
- Passive – consumers are open to reconsider to repurchase the same product but are also open to evaluated competitive products.
4 groups of factors that influence consumer behavior:
- Situational factors
- Personal factors
- Psychological factors
- Societal factors
Situational factors:
- Physical factors (store’s design and layout)
- Social situation (social pressure)
- Time
- Reason for the purchase
- Mood
Personal Factors:
- Personality and self-concept
- Gender, age, and stage of life
- Lifestyle
Psychological Factors:
- Motivation
- Perception
- Learning
- Attitude
Societal Factors:
- Culture
- Subcultures
- Social class
- Reference groups and opinion leaders
- Family
