T4 - buyer behaviour Flashcards
1
Q
Influences of consumer behaviour (3)
A
- situational
- circumstances when making the decision or consuming the product
* buying medicine when sick
> physical, social, time, motivation, mood - group
a. cultural
- system of knowledge, beliefs, values, etc by which a society or other large group defines itself
- subcultures
- social class
b. social
- behaviour of the individual within the wider group
- social psychology
- reference groups
- opinion leaders
- family
- individual
a. personal
- demographics
- lifestyle
- personality
b. psychological - internal drive
- perception
- beliefs and attitudes
- learning
2
Q
Consumer decn making process (5) RIEPP
A
- recognising need/want
- information search
- evaluate options
- purcahse
- post-purchase evaluation
3
Q
consumer decn making involvement (4)
A
- habitual
- little involvement - limited
- infrequent purchases - extended
- high level
- deliberate decn making, lots of time researching and comparing - impulse purchases
- little involvement
- no planning
- might decide before they recognise the need/want
4
Q
What is cognitive dissonance?
A
- second thoughts or doubts about buying the product after already having purchased it
5
Q
Types of business markets (4)
A
- reseller markets
- intermediaries, wholesalers, retailers
- do not make substantial changes to the product - producer markets
- people who buy for use in production or business operations - government markets
- gov that buy/sell to provide services for their citizens - institutional markets
- NFP organisations
6
Q
Main differences b/w marketing to business consumers and private consumers (6)
A
- B2B = high-value purchases usually
- B2B = higher volume, regular repeat purchases
- B2B = more open to negotiation
- B2B = longer term relationship
> high value/high volume purchases > price competition and negotiation > number of buyers and sellers > need to assess purchase alternatives > ongoing relationships > demand characteristics
