Consumer behaviour презентация

Model of Buyer Behaviour

What is consumer behaviour?
Consumer behaviour is the process that individuals or groups go through to select, purchase, use and dispose of goods, services, ideas or experiences to satisfy their needs and desires.

The Buyer Decision Process

Figure 4.2 Extended problem solving versus habitual decision making

Step 1: What’s my problem?
Problem recognition occurs whenever a consumer recognises a difference between the current state and the ideal or desired state.

Step 2: What information is there about alternative solutions?
Personal
experience
Friends
Advertising
Websites

Step 3: Evaluation of the options?
Identify consideration set
Narrow list and compare pros and cons
Use evaluative criteria to decide among remaining choices.

NESPRESSO, WHAT ELSE?
Nespresso attempts to persuade consumers that making the decision to buy Nespresso coffee is beyond any doubt

Step 4: Making the final choice

Step 5: Using and evaluating the purchase
Consumer satisfaction/dissatisfaction is determined by the overall feelings or attitude a person has about a product after purchasing and using it.

Figure 4.5 Influences on consumer decision making

Internal influences
Perception
Motivation
Learning
Attitudes
Personality
Age
Lifestyle

Perception

What is perception?
Perception is the process by which people select, organise and interpret information.

Colours

Example perception

What is motivation?
Motivation is an internal state that drives us to satisfy needs.
Once we activate a need, a state of tension exists that drives the consumer to some goal that will reduce this tension and eliminate the need.

Motivation / Specific Needs
NEED FOR ACHIEVEMENT
Place a premium on products that signify success (luxury brands, technology products)
NEED FOR AFFILIATION
Want to be with other people
Focus on products that are used in groups (alcoholic beverages, sports bars)
NEED FOR POWER/CONTROL
Control one’s environment
Focus on products that allow them to have mastery over surroundings (muscle cars, loud boom-boxes)
NEED FOR UNIQUENESS
Assert one’s individual identity
Enjoy products that focus on their unique character (perfumes, clothing)

What is learning?
Learning is a change in behaviour caused by information or experience.
Behavioural
learning
Cognitive
learning

Consumer behavioural learning

What is observational learning?
Observational learning occurs when people watch the actions of others and note what happens to them as a result.

Beliefs
Descriptive thought that a person holds about something

Prentice-Hall, cr 2009
7-
Attitudes
Figure 7.4

Personality
Personality: a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment

Age groups
Children
Teens
Young adults
Middle-aged
Elderly

Generations

What is a family life cycle?
A family life cycle expresses the stages through which family members pass as they grow older.

Lifestyle

Social influences

Social influences
Culture
Subcultures
Group membership
Gender roles

Cultures and subcultures
Culture is the values, beliefs, customs and tastes produced and valued by a group of people.
A subculture is a group with a distinctive set of beliefs or characteristics.

Group memberships
A reference group is a set of people a consumer wants to please or imitate.
Conformity is at work when people change as a reaction to real or imagined group pressure.

Society’s expectations regarding appropriate attitudes, behaviors, and appearance for men and women
Gender Roles

Situational influences on consumers’ decisions
Physical environment
In-store displays
Place-based media
Time
Season
Time available
Perceptions of time poverty

Influences on Consumer Decision Making

Why
To listen consumers to understand their needs and wants
To make the ‘perfect’ product that will be successful