WEEK 4 Flashcards
What is the black box?
input –> black box –> output
How do you understand consumers?
Ask yourself:
who is important?
what are there choice criteria?
when do they buy?
where do they buy?
How do they buy?
Engel, Kollatt, and Blackwell (EKB) Consumer Decision-making Model
Personal influences
* Demographic
* Situational
* Involvement
Psychological influences
* Perception
* Motives
* Ability and Knowledge
* Attitudes
* Personality
Social influences
* Roles and family
* Reference groups
* Social classes
* Culture and subcultures
Consumer buying decision process
- Problem recognition
- Information search
- Evaluation of alternatives
- Purchase
- Post purchase evaluation
What is involved in the personal influences component of the consumer decision-making model?
- Demographic
- Situational
- Involment
What is involved in the psychological influences component of the consumer decision-making model?
- Perceptions
- Motives
- Attitudes
- Ability and knowledge
- Personality
What is involved in the social influences component of the consumer decision-making model?
- Roles and Families
- Reference Groups
- Social classes
- Cultures and subcultures
What is the consumer buying decision process
- Problem recognition
- Information search
- Evaluation of alternatives
- Purchase
- Post purchase evaluation
How should companies get consumers to recognise they have a problem … and motivate them to start the decision
process
Maslow’s Hierarchy of needs
What is Maslow’s Hierarchy of needs in the Western perspective
self actualisation
Prestige
Belonging
Safety
Physiological
What is Maslow’s Hierarchy of needs in the Eastern perspective
Status
Admiration
Affiliation
Safety
Physiological
What are the three Levels of Problem-Solving
- habitual
- limited
- extended
Link to involvement: degree of perceived relevance and personal importance accompanying brand choice
What is Impulse buying?
- Sudden desire
- Out of control
- Immediate conflict resolution
- Emotional consideration
- Lack regard for consequences
- you don’t go through the consumer buying process but the post purchase evaluation becomes prominent-
Family as a Decision-Making Unit
the Purchasing Decision is effected by:
- user
- initiator
- influencer
- purchaser
- decider
What are the Different types of buying
consumer (B2C) and Business (B2B)
What is consumer buying?
- Buy for their own personal or household use
- Typically use more of an emotional approach
What is business buying?
Buy on behalf of their organisation
* Typically consult others in the organisation
* Typically buy larger quantities
* Often use a bidding process
* Gatekeepers!
What is a consumer profile? what do you do to conduct a consumer profile?
- Who are they really? What do they read, how do they think,
what media do they interact with, what’s important to
them, do they have similar products, when, why? - Try ‘a day in the life of ….’
- Imagery? Representations?
