Lecture 1 – Introduction
Consumer behaviour is a process
Doesn’t just occur when the consumer pays for their good or service
Exchange – where two or more parties give and receive something of value
- An integral part of marketing
Consumer – the one who identifies their need or desire, makes a purchase and then
disposes of that product during the three stages of consumption process
- Most of the time other people play a role in these sequences of events
- The one who purchases the product or service may not be the same as the
one who uses it, such as a parent buying clothes for a teenager.
- Or in other times one person may act as the influencer, where they
recommend a certain product without actually buying or using it
- Consumers don’t necessarily have to be individuals they may be an
organisation or a group, where one or several people may purchase a
product that multiple people are going to use, such as the purchasing officer
ordering office supplies
- In larger organisations the purchasing decision may be down to a large group
of people, such as accountants, designers, engineers and sale personnel
The three stages of the consumption process from the Consumer’s Perspective:
1) Pre-purchase issues
- How does the consumer decide they need a product
- Where can they best learn about alternative sources
2) Purchase issues
- Is acquiring the product a stressful or pleasant experience
- What does this purchase say about the consumer
3) Post-purchase issues
- Is the product providing pleasure of performing its intended function
- How does the consumer eventually dispose of the product
- What are the environmental consequences of that disposure
The three stages of the consumption process from the Marketer’s Perspective
1) Pre-purchase issues
- How are attitudes towards products formed
- How do attitudes change
- How do consumers perceive which product is superior to another
2) Purchase issues
- How do situational factors, such as time pressure, or store displays affect the
consumer’s purchase decision
3) Post-purchase issues
- What determines if a customer is satisfied with a product
- Are they likely to purchase it again
- Does the consumer tell others about their experience with the product and
influence others’ purchase decisions
Consumer behaviour is a process
Doesn’t just occur when the consumer pays for their good or service
Exchange – where two or more parties give and receive something of value
- An integral part of marketing
Consumer – the one who identifies their need or desire, makes a purchase and then
disposes of that product during the three stages of consumption process
- Most of the time other people play a role in these sequences of events
- The one who purchases the product or service may not be the same as the
one who uses it, such as a parent buying clothes for a teenager.
- Or in other times one person may act as the influencer, where they
recommend a certain product without actually buying or using it
- Consumers don’t necessarily have to be individuals they may be an
organisation or a group, where one or several people may purchase a
product that multiple people are going to use, such as the purchasing officer
ordering office supplies
- In larger organisations the purchasing decision may be down to a large group
of people, such as accountants, designers, engineers and sale personnel
The three stages of the consumption process from the Consumer’s Perspective:
1) Pre-purchase issues
- How does the consumer decide they need a product
- Where can they best learn about alternative sources
2) Purchase issues
- Is acquiring the product a stressful or pleasant experience
- What does this purchase say about the consumer
3) Post-purchase issues
- Is the product providing pleasure of performing its intended function
- How does the consumer eventually dispose of the product
- What are the environmental consequences of that disposure
The three stages of the consumption process from the Marketer’s Perspective
1) Pre-purchase issues
- How are attitudes towards products formed
- How do attitudes change
- How do consumers perceive which product is superior to another
2) Purchase issues
- How do situational factors, such as time pressure, or store displays affect the
consumer’s purchase decision
3) Post-purchase issues
- What determines if a customer is satisfied with a product
- Are they likely to purchase it again
- Does the consumer tell others about their experience with the product and
influence others’ purchase decisions
