W4 - Consumer Behaviour Flashcards
What is consumer behaviour?
The study of the processes involved when individuals or groups select, purchase, use or dispose of products services, ideas or experience to satisfy their needs and desires
Who is a consumer?
A person who:
- Identifies a need or desire
- Makes a purchase and then disposes of the product
What influences consumers?
- External influences
- Internal influences
- Decision process influences
What are the three marketing decisions?
- Market segmentation
- Product positioning
- Marketing mix
What are some examples of external influences?
- Culture
- Demographics and social class
- Reference groups and family
- Marketing activities
What are some examples of internal influences?
- Motivation and the self
- Personality
- Perception
- Attitudes
- Learning and memory
MMAPP
What are some examples of decision process influences?
- Problem recognition
- Information search
- Alternative evaluation
- Post purchase activities
What do marketers aim to do with internal influences?
Aim to position products that are congruent with ourselves or our perception of ourself
What do marketers aim to do with external influences?
The stimulus we see could give us an opportunity (don’t need but want) or it could highlight a need for us
What is culture?
The collective values, customs, norms, arts, social institutions and intellectual achievements of a particular society which express its principles standards and priorities
How do marketers use culture?
The contents of media and marketing reflect cultural values and aim to convey them to members of society reflecting the cultural values of the society
What are some brands that use culture well?
Nike and Harley Davidson
What are brand communities?
A set of consumers who share a set of social relationships based upon usage or interest in a product
What is a subculture?
A group that shares a certain belief values, and customs and exists within a larger society
What are the 5 distinct roles that influence consumption behaviour in the household?
- Information gatherer
- Influencer
- Decision maker
- Purchaser
- Consumer
Define motivation
Motivation is the process that leads people to behave as they do. It is the drive to satisfy needs and desires
What human behaviour is essential to consumer behaviour?
Sharing
When does motivation arise and how does it progress?
- When a need is aroused that the consumer wishes to satisfy.
-Once a need has been activated a state of tension exists that drives the consumer to reduce or eliminate it
When does a need arise?
When there is a gap between the actual state and the desired state
What are the levels of Mazlow’s heirarchy?
- Physiological
- Safety
- Belongingness
- Ego needs
- Self-actualisation
What types of things can be found in the physiological section?
(Water, sleep, food)
Medicines, staple items, generics
What types of things can be found in the safety section?
(Security, protection) Insurance, investments, alarm systems
What types of things can be found in the belongingness section?
(love, friendships) Clothing, grooming products, clubs, drinks
What types of things can be found in the self-actualisation section?
(Enriching experiences, self-fulfilment) Hobbies, travel and education
What types of things can be found in the ego/esteem need section?
(Prestige) Cars, credit cards, stores, liquors
When does brand personification happen?
When consumers attribute human traits or characteristics to a brand
What is a brand personality?
It provides an emotional identity for a brand which produces sentiments and feeling towards the brand among customers
What does self-congruency theory explain?
It explains that consumers prefer products and brands that are similar with their self-identity and personality
What does a distinctive brand personality create?
- Favourable attitudes towards the business
- Higher purchase intent
- Brand loyalty
How do brands create personalities?
Through the stories they tell
What are marketers primarily interested in regarding perception (3)?
- How consumers sense external information
- How they select and attend to different sources of information
- How this information is interpreted and given meaning
How does perception work?
Sensory systems
Exposure
Attention
Interpretation
Consumer behaviour
What are some examples of the use of sensory systems?
- Mood lighting, posititve fragrances, advertising jingles
What is exposure?
The process by which the consumer comes in physical contact with a stimulus
What is attention?
How much mental activity a consumer devoted to stimulus
What is an attitude?
A favourable or unfavourable evaluation of people, objects, advertisments or issues
What does marketing use attitude for?
To use other things to divert focus from the price
How does social position affect consumer behaviour?
- Individuals can aspire to become part of a higher social class and will buy products to increase their social standing
- Or they will consume products that reinforce their existing social standing
What are the steps of individual decision making?
- Need recognition
- Information search
- Alternative evaluation
- Purchase decision
- Post-purchase evaluation
Where does need recognition come from?
It is caused by a difference between the consumers ideal state and actual state
How can a firm activate problem recognition?
- Emphasising the importance of an existing disparity between actual and desired states
- By promising problem avoidance
What two components are involved in an information search?
- Internal search
- External search
What are relevant internal and external consumer influences?
- Motivation
- Brand awareness
- Attitude/ culture
- Integration
- learning and memory
