Consumer Behaviour
Lecturer: Maja Seric
Degree in International Business
Year 2019/2020
Summary of all 10 topics
Universitat de Valencia / University of Valencia
Facultat d’Economia / Faculty of Economics
,Inhoudsopgave
TOPIC 1. Studying consumer behaviour: concept, approaches and characteristics 3
TOPIC 2. Consumer Decision Process 8
TOPIC 3: Socials groups and family 15
TOPIC 4. Social strata 22
TOPIC 5. The environment of the demand, culture and subculture 27
TOPIC 6: Personality and lifestyles 31
TOPIC 7. Motivation and perception 40
TOPIC 8. Attitudes and persuasion 46
TOPIC 9. Learning and memory 54
TOPIC 10. Organizational buyer behaviour 60
2
,TOPIC 1. Studying consumer behaviour: concept, approaches and
characteristics
The consumer is in the centre of the marketing activities
What is Consumer Behaviour?
All the activities that individuals or groups develop when they:
To satisfy NEEDS and/or DESIRES.
In these activities are involved:
• Emotional and mental processes - External factors to consumer
• Physical actions (behaviours)
Dimensions that have to be analysed
3
, Characteristics
1) It is a process that consists of several activities:
• It is complex and multi-dimensional.
• It differs depending on time.
• The making decisions process is situational.
2) It is a motivated behaviour.
3) It “switches on” the whole individual's psychological system: cognitive, affective
and behavioral.
4) It involves different roles:
• Initiator
• Informer
• Influencer
• Decider
• Buyer
• Payer
• User
5) It varies depending on the type of product and its lifecycle:
4
Lecturer: Maja Seric
Degree in International Business
Year 2019/2020
Summary of all 10 topics
Universitat de Valencia / University of Valencia
Facultat d’Economia / Faculty of Economics
,Inhoudsopgave
TOPIC 1. Studying consumer behaviour: concept, approaches and characteristics 3
TOPIC 2. Consumer Decision Process 8
TOPIC 3: Socials groups and family 15
TOPIC 4. Social strata 22
TOPIC 5. The environment of the demand, culture and subculture 27
TOPIC 6: Personality and lifestyles 31
TOPIC 7. Motivation and perception 40
TOPIC 8. Attitudes and persuasion 46
TOPIC 9. Learning and memory 54
TOPIC 10. Organizational buyer behaviour 60
2
,TOPIC 1. Studying consumer behaviour: concept, approaches and
characteristics
The consumer is in the centre of the marketing activities
What is Consumer Behaviour?
All the activities that individuals or groups develop when they:
To satisfy NEEDS and/or DESIRES.
In these activities are involved:
• Emotional and mental processes - External factors to consumer
• Physical actions (behaviours)
Dimensions that have to be analysed
3
, Characteristics
1) It is a process that consists of several activities:
• It is complex and multi-dimensional.
• It differs depending on time.
• The making decisions process is situational.
2) It is a motivated behaviour.
3) It “switches on” the whole individual's psychological system: cognitive, affective
and behavioral.
4) It involves different roles:
• Initiator
• Informer
• Influencer
• Decider
• Buyer
• Payer
• User
5) It varies depending on the type of product and its lifecycle:
4
