chapter 1
introduction to consumer behaviour
LEARNING OUTCOME 1 4. Cultural perspective
EXPLAIN WHAT CONSUMER BEHAVIOUR ENTAILS
• viewpoint acknowledges long-term influences on
consumer behaviour and develops deeper
CONSUMER BEHAVIOUR DEFINED
understanding of the meaning of products,
brands and symbols in cultural context
• explains mental & physical processes • anthropology – the study of humans & human
associated with consumer decision making behaviour in past and present; helps us
• aims to explain consumer’s choice of products understand consumer behaviour and consumer
or services and buying behaviour in marketplace needs of specific cultures
• entails way in which consumers deal with • etic perspective – approach that consider only
purchase decisions in different contents with aim one culture
of satisfying their product needs & requirements
• all related activities of consumer & buyers of LEARNING OUTCOME 2
products (pre-purchase, actual purchase, post- DIFFERNTIATE BETWEEN SIMPLE & COMPLEX CONSUMER
purchase evaluation) DECISIONS
• consumer decision making is an integral part of
consumer behaviour and is of particular interest
THE CONTRIBUTION OF MULTIPLE DISCIPLINES TO to marketers who wish to influence consumer
THE FIELD
decisions
• difficult to predict consumers’ decisions
1. Economic perspective
because they differ in terms of how and why they
• assumes that consumers formulate wants & are made, the type of decision, who the decision-
needs in terms of concrete & rational criteria makers are and where consumers are located
• limiting assumption of perspective – consumers
in specific market are homogeneous
• in real life – product decisions are influenced by • person makes fairly quick
multiple factors which makes it difficult to decision at point of purchase
IMPULSIVE without any prior consideration
anticipate consumers wants & needs PURCHASE
2. Physiological perspective DECISION • e.g. buying chocolates when
paying for groceries at the
• acknowledges individual differences & consumer
checkout point
traits (motivation, personality)
• aims to address consumer behaviour on personal • person makes routine decision
level that is based on similar decisions
HABITUAL
3. Sociological perspective DECISIONS they made in past
• e.g. buying iced coffee every
• provides theoretical frameworks that help us
week
understand consumer socialisation & how
affiliation and association within groups affect • more complex and lengthy
consumer behaviours process that involves
COMPLEX
• sociology – studies human behaviour within DECISION considerable deliberation over
society & groups, looks at social structures time
withing these groups & how they develop and • e.g. buying new car
function
• social psychology – studies individuals & how
social phenomenon affect each person
differently
1
introduction to consumer behaviour
LEARNING OUTCOME 1 4. Cultural perspective
EXPLAIN WHAT CONSUMER BEHAVIOUR ENTAILS
• viewpoint acknowledges long-term influences on
consumer behaviour and develops deeper
CONSUMER BEHAVIOUR DEFINED
understanding of the meaning of products,
brands and symbols in cultural context
• explains mental & physical processes • anthropology – the study of humans & human
associated with consumer decision making behaviour in past and present; helps us
• aims to explain consumer’s choice of products understand consumer behaviour and consumer
or services and buying behaviour in marketplace needs of specific cultures
• entails way in which consumers deal with • etic perspective – approach that consider only
purchase decisions in different contents with aim one culture
of satisfying their product needs & requirements
• all related activities of consumer & buyers of LEARNING OUTCOME 2
products (pre-purchase, actual purchase, post- DIFFERNTIATE BETWEEN SIMPLE & COMPLEX CONSUMER
purchase evaluation) DECISIONS
• consumer decision making is an integral part of
consumer behaviour and is of particular interest
THE CONTRIBUTION OF MULTIPLE DISCIPLINES TO to marketers who wish to influence consumer
THE FIELD
decisions
• difficult to predict consumers’ decisions
1. Economic perspective
because they differ in terms of how and why they
• assumes that consumers formulate wants & are made, the type of decision, who the decision-
needs in terms of concrete & rational criteria makers are and where consumers are located
• limiting assumption of perspective – consumers
in specific market are homogeneous
• in real life – product decisions are influenced by • person makes fairly quick
multiple factors which makes it difficult to decision at point of purchase
IMPULSIVE without any prior consideration
anticipate consumers wants & needs PURCHASE
2. Physiological perspective DECISION • e.g. buying chocolates when
paying for groceries at the
• acknowledges individual differences & consumer
checkout point
traits (motivation, personality)
• aims to address consumer behaviour on personal • person makes routine decision
level that is based on similar decisions
HABITUAL
3. Sociological perspective DECISIONS they made in past
• e.g. buying iced coffee every
• provides theoretical frameworks that help us
week
understand consumer socialisation & how
affiliation and association within groups affect • more complex and lengthy
consumer behaviours process that involves
COMPLEX
• sociology – studies human behaviour within DECISION considerable deliberation over
society & groups, looks at social structures time
withing these groups & how they develop and • e.g. buying new car
function
• social psychology – studies individuals & how
social phenomenon affect each person
differently
1
