Marketing summary book
Lecture 1
H1
Consumer behaviour reflects the totality of consumers decisions with respect to the acquisition,
consumption and disposition of goods, services, activities, experiences, people and ideas by decision
making units.
Characteristics consumer behaviour:
Dynamic process
Can involve many people (DMU)
Involves many decisions
Involves emotions and coping
Acquiring an offer: buying, trading, renting/leasing, bartering, gifting, finding, stealing sharing.
Disposing an offer: find a new use for it, get rid of it temporarily, get rid of it permanently.
What affects consumer behaviour?
Psychological core (internal process) -> MOA, attention/perception/exposure, memory,
attitudes
Process of making decisions
Consumers culture (external process) -> reference groups and social influences, household
and social class, values/personality/lifestyle
Consumer behaviour outcomes and issues
Making business decisions, the marketing process:
Developing and implementing customer-oriented strategy
Selecting the target market
Developing products
Positioning
Making promotional and marketing communications decisions
Making pricing decisions
Making distribution choices
Lecture 2
H12
Consumer diversity (cultural influences) is part of the external influences towards consumer
behaviour. It consists of:
Age influences -> people of the same age are going through similar life experiences and
therefore share many needs, experiences, symbols and memories which may lead to similar
consumptions patterns. 4 major age cohorts being targeted by marketeers:
o Teens and millenials (generation Y) -> born between 1980 and 1994
Considerable influence in household purchases
, Put high value on price and convenience
Have a lot of friends whose buying power and brand preferences might
influence decisions
o Generation X -> born between 1965 and 1979
Considerable buying power
Use multiple distribution channels
Less materialistic
Take time to research
o Baby boomers -> born between 1946 and 1964
A lot of buying power
o Seniors -> over age of 65
Less likely to search information
Simpler systematic process
Gender influences -> in most cultures, men and women are expected to behave according to
sex-role norms. Stereotyping is still prevalent in many ads.
o Men are competitive, independent, externally motivated and willing to take risk.
o Women are more cooperative, interdependent, intrinsically motivated and risk
averse.
Sexual orientation -> gender = biological stage, sexual orientation = a person’s preference
towards certain behaviours. Target bijv. Gay people.
Regional influences
o Individualism vs collectivism
o Horizontal (value equality) vs vertical orientation (hierarchy)
o Masculine vs feminine
Ethnic influences -> multicultural marketing = strategies used to appeal to a variety of
cultures at the same time.
o Ethnic groups -> subcultures with a similar heritage and values
o Acculturation -> learning how to adapt to a new culture
Religious influences -> religion provides people with a structures set of beliefs and values
that serve as a code of conduct or guide to behaviour.
H13
Households make more acquisition, consumption and disposition than individuals do. Household
influences:
Types of households
o Family -> defines as a group of individuals living together who are related by
marriage, blood or adoption
Nuclear family -> household with father, mother and children
Extended family -> nuclear family plus relatives such as grandparents
o Household -> a broader term that includes every single person living alone or a
group of individuals who live together.
Structure of households -> changing trends in household structure:
o Delayed marriage and cohabitation
o Dual careers
o Divorce
o Smaller families
, o Same-sex couples and households
Household decision roles -> can be instrumental (relate to tasks) or expressive (indicate
family norms)
o Gatekeeper -> collect and control information
o Influencer -> influence opinion and decision
o Decider -> actually determines which product will be chosen
o Buyer -> purchaser
o User -> consumer
Roles of spouses -> husbands and wives play different roles in decision making. Also involves
bargaining and concession.
o Husband dominant decision
o Wife dominant decision
o Autonomic decision -> equally likely made by one of them but not by both
o Syncretic decision -> jointly made
Role of children -> children are more likely to use their influence for child-related products.
They have the highest level of influence in the beginning phases.
o Authoritarian -> stress obedience
o Neglectful -> exert little control
o Democratic -> encourage self-expression
o Permissive -> remove constraints
Social class = most societies have a social class hierarchies that confers higher status to some classes
than others. Members of a social class have similar values and behaviour patterns. Social class
influences:
Social class systems
o Class average/middle class
o Underprivileged/lower class
o Overprivileged/higher class
Structure of social classes
o Status float -> start in the lower and middle classes and moves upward
o Tickle-down effect -> start in the upper classes and then are copied by lower classes
Determinants of social class (status crystallization = Determinants of social class (status
crystallization = when consumers are consistent across indicators of social class income
education occupation area of residence etc. -> difficult for marketers to neatly categorize
consumers into one social class or another. However sometimes individual score high on
some factors and low on others).
However sometimes individual score high on some factors and low on others).
o Income -> only weakly related to social class because income levels can overlap,
income increases with age and dual-career families may have a higher income
o Occupation
o Education -> is a determinant of occupation
o Area of residence
o Possessions
o Family background -> inherited or earned status
o Social interactions
Lecture 1
H1
Consumer behaviour reflects the totality of consumers decisions with respect to the acquisition,
consumption and disposition of goods, services, activities, experiences, people and ideas by decision
making units.
Characteristics consumer behaviour:
Dynamic process
Can involve many people (DMU)
Involves many decisions
Involves emotions and coping
Acquiring an offer: buying, trading, renting/leasing, bartering, gifting, finding, stealing sharing.
Disposing an offer: find a new use for it, get rid of it temporarily, get rid of it permanently.
What affects consumer behaviour?
Psychological core (internal process) -> MOA, attention/perception/exposure, memory,
attitudes
Process of making decisions
Consumers culture (external process) -> reference groups and social influences, household
and social class, values/personality/lifestyle
Consumer behaviour outcomes and issues
Making business decisions, the marketing process:
Developing and implementing customer-oriented strategy
Selecting the target market
Developing products
Positioning
Making promotional and marketing communications decisions
Making pricing decisions
Making distribution choices
Lecture 2
H12
Consumer diversity (cultural influences) is part of the external influences towards consumer
behaviour. It consists of:
Age influences -> people of the same age are going through similar life experiences and
therefore share many needs, experiences, symbols and memories which may lead to similar
consumptions patterns. 4 major age cohorts being targeted by marketeers:
o Teens and millenials (generation Y) -> born between 1980 and 1994
Considerable influence in household purchases
, Put high value on price and convenience
Have a lot of friends whose buying power and brand preferences might
influence decisions
o Generation X -> born between 1965 and 1979
Considerable buying power
Use multiple distribution channels
Less materialistic
Take time to research
o Baby boomers -> born between 1946 and 1964
A lot of buying power
o Seniors -> over age of 65
Less likely to search information
Simpler systematic process
Gender influences -> in most cultures, men and women are expected to behave according to
sex-role norms. Stereotyping is still prevalent in many ads.
o Men are competitive, independent, externally motivated and willing to take risk.
o Women are more cooperative, interdependent, intrinsically motivated and risk
averse.
Sexual orientation -> gender = biological stage, sexual orientation = a person’s preference
towards certain behaviours. Target bijv. Gay people.
Regional influences
o Individualism vs collectivism
o Horizontal (value equality) vs vertical orientation (hierarchy)
o Masculine vs feminine
Ethnic influences -> multicultural marketing = strategies used to appeal to a variety of
cultures at the same time.
o Ethnic groups -> subcultures with a similar heritage and values
o Acculturation -> learning how to adapt to a new culture
Religious influences -> religion provides people with a structures set of beliefs and values
that serve as a code of conduct or guide to behaviour.
H13
Households make more acquisition, consumption and disposition than individuals do. Household
influences:
Types of households
o Family -> defines as a group of individuals living together who are related by
marriage, blood or adoption
Nuclear family -> household with father, mother and children
Extended family -> nuclear family plus relatives such as grandparents
o Household -> a broader term that includes every single person living alone or a
group of individuals who live together.
Structure of households -> changing trends in household structure:
o Delayed marriage and cohabitation
o Dual careers
o Divorce
o Smaller families
, o Same-sex couples and households
Household decision roles -> can be instrumental (relate to tasks) or expressive (indicate
family norms)
o Gatekeeper -> collect and control information
o Influencer -> influence opinion and decision
o Decider -> actually determines which product will be chosen
o Buyer -> purchaser
o User -> consumer
Roles of spouses -> husbands and wives play different roles in decision making. Also involves
bargaining and concession.
o Husband dominant decision
o Wife dominant decision
o Autonomic decision -> equally likely made by one of them but not by both
o Syncretic decision -> jointly made
Role of children -> children are more likely to use their influence for child-related products.
They have the highest level of influence in the beginning phases.
o Authoritarian -> stress obedience
o Neglectful -> exert little control
o Democratic -> encourage self-expression
o Permissive -> remove constraints
Social class = most societies have a social class hierarchies that confers higher status to some classes
than others. Members of a social class have similar values and behaviour patterns. Social class
influences:
Social class systems
o Class average/middle class
o Underprivileged/lower class
o Overprivileged/higher class
Structure of social classes
o Status float -> start in the lower and middle classes and moves upward
o Tickle-down effect -> start in the upper classes and then are copied by lower classes
Determinants of social class (status crystallization = Determinants of social class (status
crystallization = when consumers are consistent across indicators of social class income
education occupation area of residence etc. -> difficult for marketers to neatly categorize
consumers into one social class or another. However sometimes individual score high on
some factors and low on others).
However sometimes individual score high on some factors and low on others).
o Income -> only weakly related to social class because income levels can overlap,
income increases with age and dual-career families may have a higher income
o Occupation
o Education -> is a determinant of occupation
o Area of residence
o Possessions
o Family background -> inherited or earned status
o Social interactions
