Chapter 1. An introduction to consumer behaviour
Consumer behaviour – the processes with which individuals and groups
choose, purchase, use and dispose of products, services and experiences in order
to satisfy their needs and wants. Understanding this facilitates stimulating
demand for a product, facilitates designing new product, is indispensable for
development and understanding of consumer policy, and facilitates our
understanding of consumer society.
Consumption communities – where members share opinions and
recommendations. You form bonds with fellow group members because you use
the same products. The people who matter to you is called the reference group.
When a products satisfies one’s needs or desires, it may be rewarded with brand
loyalty, which is a bond that may be difficult for competitors to break.
Consumers are actors on the marketplace stage
Role theory - much of consumer behaviour resembles actions in a play, where
each consumer has lines, props and costumes that are necessary to a good
performance. Since people act out man different roles, they may modify their
consumption decisions according to the particular ‘play’ they’re in at the time.
Different roles:
- Consumer as a ‘chooser’: somebody who can choose between different
alternatives and explores various criteria for making this choice. We want
to identify ourselves through various consumption activities.
Consumers are actors on the market, following a script, with texts, props and
costumes. They are engaged in a continuous process of consuming, of which
purchase and exchange are only a small part. They are playing different roles,
like ‘purchaser’, ‘user’ and ‘influencer’.
Consumer behaviour is a process, involving many different actors
The exchange, in which two or more organisations or people give and receive
something of value, is an integral part of marketing. But consumer behaviour
goes beyond the exchange, where we focus on the issues that influence the
consumer before, during and after a purchase.
Consumer – a person who identifies a need or desire, makes a purchase and
then disposes of the product during the three stages in the consumption process.
A symbolic interactionism approach
- Consumers give meaning to their life.
- Consumers create and express their identity.
- Consumers classify and judge other consumers.
All of this by the products they buy/use/not buy, and how they buy/use/not use
them.
Consumers’ impact on marketing strategy
Firms exist to satisfy needs. Marketers can only satisfy these needs when they
understand their target groups.
Market segmentation – delineates segments whose members are similar to
one another in one or more characteristics and different from members of other
segments. Criteria:
- Consumers within the segment are similar to one another in terms of
product needs, and these needs are different from consumers in other
segments.
- Important differences among segments can be identified.
- The segment is large enough to be profitable.
, - Consumers in the segment can be reached by an appropriate marketing
mix.
- The consumers in the segment will respond in the desired way to the
marketing mix.
Consumer behaviour – the processes with which individuals and groups
choose, purchase, use and dispose of products, services and experiences in order
to satisfy their needs and wants. Understanding this facilitates stimulating
demand for a product, facilitates designing new product, is indispensable for
development and understanding of consumer policy, and facilitates our
understanding of consumer society.
Consumption communities – where members share opinions and
recommendations. You form bonds with fellow group members because you use
the same products. The people who matter to you is called the reference group.
When a products satisfies one’s needs or desires, it may be rewarded with brand
loyalty, which is a bond that may be difficult for competitors to break.
Consumers are actors on the marketplace stage
Role theory - much of consumer behaviour resembles actions in a play, where
each consumer has lines, props and costumes that are necessary to a good
performance. Since people act out man different roles, they may modify their
consumption decisions according to the particular ‘play’ they’re in at the time.
Different roles:
- Consumer as a ‘chooser’: somebody who can choose between different
alternatives and explores various criteria for making this choice. We want
to identify ourselves through various consumption activities.
Consumers are actors on the market, following a script, with texts, props and
costumes. They are engaged in a continuous process of consuming, of which
purchase and exchange are only a small part. They are playing different roles,
like ‘purchaser’, ‘user’ and ‘influencer’.
Consumer behaviour is a process, involving many different actors
The exchange, in which two or more organisations or people give and receive
something of value, is an integral part of marketing. But consumer behaviour
goes beyond the exchange, where we focus on the issues that influence the
consumer before, during and after a purchase.
Consumer – a person who identifies a need or desire, makes a purchase and
then disposes of the product during the three stages in the consumption process.
A symbolic interactionism approach
- Consumers give meaning to their life.
- Consumers create and express their identity.
- Consumers classify and judge other consumers.
All of this by the products they buy/use/not buy, and how they buy/use/not use
them.
Consumers’ impact on marketing strategy
Firms exist to satisfy needs. Marketers can only satisfy these needs when they
understand their target groups.
Market segmentation – delineates segments whose members are similar to
one another in one or more characteristics and different from members of other
segments. Criteria:
- Consumers within the segment are similar to one another in terms of
product needs, and these needs are different from consumers in other
segments.
- Important differences among segments can be identified.
- The segment is large enough to be profitable.
, - Consumers in the segment can be reached by an appropriate marketing
mix.
- The consumers in the segment will respond in the desired way to the
marketing mix.
