BSB126 Lecture 12: Topic 8 - Consumer Behaviour
Marketing – Consumer Behaviour
- Buying decisions
oExtended Decision Making (more involvement)
University
House
Country
oLimited Decision Making
oRoutine Response Behaviour (less involvement)
Eating toast
- Paradigms in Consumer Behaviour
oCognitive/Affective
What we think
View ourselves as problem solvers
Problem recognition
Desired and actual states
No problem when they’re close together
Gaps equal problem – solved by consumption
Size of the gap is an indication of the motivation to solve problem
Information search
Internal
oExperiences/Memories
External
oAsk other people
oGo online – user reviews
oCompany websites
Attribute sets
oUniversal
All brands
oRetrieval
Ones we think of
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Visuals block consumer memories of brands
(exposure to a certain brand image effects
consumer ability to recall all brands)
oEvoked
Ones we consider buying
Ranked by importance
Evaluate alternatives
Ranked by importance
Branding is important
Heuristics – mental shortcuts – price (more expensive = better
quality), country of origin (dependent of product)
Product purchase
Situational and Individual characteristics
oSurroundings
oOther people
oTemperature
oLighting
The shopping experience
Point of purchase stimuli
Sales interactions
Post-purchase outcomes
Loyalty
oDid I make a good decision?
oDid I buy the right product?
oHow will it feed into my information search next time?
oDid I get value from it?
Impact of Risk
Removing risk from a situation encourages consumers to make a
decision
We all have the ability to be influenced by authority
Monetary risk
oWarranties
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Document Summary
Buying decisions: extended decision making (more involvement) Country: limited decision making, routine response behaviour (less involvement) Gaps equal problem solved by consumption. Size of the gap is an indication of the motivation to solve problem. External: ask other people, go online user reviews, company websites. Visuals block consumer memories of brands (exposure to a certain brand image effects consumer ability to recall all brands: evoked. Heuristics mental shortcuts price (more expensive = better quality), country of origin (dependent of product) Situational and individual characteristics: surroundings, other people, temperature, lighting. Removing risk from a situation encourages consumers to make a decision. We all have the ability to be influenced by authority. Social risk: how people will view you after purchasing the product/service. Motivation: leads people to behave as they do, occurs when a need arises that consumers wish to satisfy. Hedonic goods for emotion: latent and manifest motives. Unwilling to speak about stay inside head.
