MARKETING: BEGRIPPEN
Consumer behaviour
§ The totality of decisions
§ About the consumption
§ Of an offering
§ By decision-making units
Five types of decision-making units
1. Initiator(s): recognize value in solving a particular issue and stimulate search for
product. Recognizing that there is an issue or a need.
2. Influencer(s): while not making the final decision, have input to it. Other people who
have an influence on your choice; friends, families, etc. They recommend.
3. Decider(s): make the choice. The person who makes the choice
4. Purchaser(s): consummate the transaction
5. User(s): consume the product. The people who use the product.
Stages in the consumer decision process model
1. Need recognition
2. Search for information
3. Pre-purchase evaluation of alternatives
4. Purchase
5. Consumption
6. Post-consumption evaluation
7. Disposal
A need: discrepancy between the actual and desired state. Comes from inner (borne with) or
are socially learned. Needs can be activated by two ways:
1. Consciously activated and pursued: e.g. weight loos goal: ‘I want to lose 5 kg’.
Conscious decision to eat salad.
2. Non-consciously activated and pursued: e.g. ‘I feel sad’ (unconscious goal to
upregulate emotions). Decision to eat cake but not aware that this serves to
regulate emotions.
Internal search for information: memory
External search for information: marketer Sources; advertising, company websites,
stores, salespeople, brochures and non-marketer
sources; other consumers, consumer organizations,
government,media.
Pre-purchase evaluation of alternatives
Starting from an initial need.
§ Universal set: all possible options
§ Awareness set: options one is aware of
§ Evoked set: options one can recall
§ Consideration set: options one will consider
Compensatory models: the importance is divided between the different options
Non-compensatory models: the importance is 100% focused on 1 thing.
MARKETING: BEGRIPPEN 1
, Culture
Culture is characteristics and knowledge of a particular group of people, encompassing
language, religion, cuisine, social habits, music and arts. Shaped by norms (what is
appropriate) and values (what is good and bad).
Culture influences marketing through:
§ Segmentation
§ Targeting
§ New product development
§ Promotional activities
High power distance: inequality is acceptable, strict hierarcy, vertical power structure
Low power distance: inequality is less acceptable, horizontal power structure (all share and
contribute equally)
Masculin culture: power, mastery and success
Feminine culture: quality of life, care for each other and harmony
Individualism culture: Focus on differentiation, Individual achievement, need to be unique
Collectivism culture: Focus on similarity, collective achievement, interpersonal relationships
High uncertainty avoidance culture: low tolerance of uncertainty and ambiguity, more rule-
based society
Low uncertainty avoidance culture: High tolerance of uncertainty and ambiguity, more risk-
taking society
6 main objective indicators to divide social classes
1. Income 4. Living situation
2. Occupation 5. Education level
3. Ownership 6. Values and norms
Baby boomers: I strongly value individualism and I want the freedom to do what I want,
when and where I want.
Generation Y: I check prices online and via cell phone as well as in stores before I buy
and I put a high value on price and convenience. Firends are a major
source of information about products and socialinzing is one of the
major reasons that I like to shop.
Generation X: I take the time to research a pruchase and like to customize offerings to
my personal needs and tastes.
Grey market: I’m brand-loyal and I tend to know more about brands from long-
standing experience, may not search extensively when planning high-
ticket purchases and have less motivation and cognitive capacity to deal
with new, unfamiliar brands. Thus, I tend to egnage in simpler, more
schematic processing.
MARKETING: BEGRIPPEN 2
Consumer behaviour
§ The totality of decisions
§ About the consumption
§ Of an offering
§ By decision-making units
Five types of decision-making units
1. Initiator(s): recognize value in solving a particular issue and stimulate search for
product. Recognizing that there is an issue or a need.
2. Influencer(s): while not making the final decision, have input to it. Other people who
have an influence on your choice; friends, families, etc. They recommend.
3. Decider(s): make the choice. The person who makes the choice
4. Purchaser(s): consummate the transaction
5. User(s): consume the product. The people who use the product.
Stages in the consumer decision process model
1. Need recognition
2. Search for information
3. Pre-purchase evaluation of alternatives
4. Purchase
5. Consumption
6. Post-consumption evaluation
7. Disposal
A need: discrepancy between the actual and desired state. Comes from inner (borne with) or
are socially learned. Needs can be activated by two ways:
1. Consciously activated and pursued: e.g. weight loos goal: ‘I want to lose 5 kg’.
Conscious decision to eat salad.
2. Non-consciously activated and pursued: e.g. ‘I feel sad’ (unconscious goal to
upregulate emotions). Decision to eat cake but not aware that this serves to
regulate emotions.
Internal search for information: memory
External search for information: marketer Sources; advertising, company websites,
stores, salespeople, brochures and non-marketer
sources; other consumers, consumer organizations,
government,media.
Pre-purchase evaluation of alternatives
Starting from an initial need.
§ Universal set: all possible options
§ Awareness set: options one is aware of
§ Evoked set: options one can recall
§ Consideration set: options one will consider
Compensatory models: the importance is divided between the different options
Non-compensatory models: the importance is 100% focused on 1 thing.
MARKETING: BEGRIPPEN 1
, Culture
Culture is characteristics and knowledge of a particular group of people, encompassing
language, religion, cuisine, social habits, music and arts. Shaped by norms (what is
appropriate) and values (what is good and bad).
Culture influences marketing through:
§ Segmentation
§ Targeting
§ New product development
§ Promotional activities
High power distance: inequality is acceptable, strict hierarcy, vertical power structure
Low power distance: inequality is less acceptable, horizontal power structure (all share and
contribute equally)
Masculin culture: power, mastery and success
Feminine culture: quality of life, care for each other and harmony
Individualism culture: Focus on differentiation, Individual achievement, need to be unique
Collectivism culture: Focus on similarity, collective achievement, interpersonal relationships
High uncertainty avoidance culture: low tolerance of uncertainty and ambiguity, more rule-
based society
Low uncertainty avoidance culture: High tolerance of uncertainty and ambiguity, more risk-
taking society
6 main objective indicators to divide social classes
1. Income 4. Living situation
2. Occupation 5. Education level
3. Ownership 6. Values and norms
Baby boomers: I strongly value individualism and I want the freedom to do what I want,
when and where I want.
Generation Y: I check prices online and via cell phone as well as in stores before I buy
and I put a high value on price and convenience. Firends are a major
source of information about products and socialinzing is one of the
major reasons that I like to shop.
Generation X: I take the time to research a pruchase and like to customize offerings to
my personal needs and tastes.
Grey market: I’m brand-loyal and I tend to know more about brands from long-
standing experience, may not search extensively when planning high-
ticket purchases and have less motivation and cognitive capacity to deal
with new, unfamiliar brands. Thus, I tend to egnage in simpler, more
schematic processing.
MARKETING: BEGRIPPEN 2
