Coge samenvattig Consumer Behaviour
Powerpoint 1
Consumer Behaviour:
• Is a dynamic process
• Can involve many people
• Involves many decisions
• Involves not only consumer’s rational thinking capacity but also emotions
Acquisition
• Buying
• Renting, leasing,
• Trading
• Sharing
Influenced by (discussed in later chapters):
• time
• money
• status
• self-concept
Use
• Tells something about…
• who we are
• what we value
• what we believe
• how we feel
• Leads to…
• how we react after using it (e.g. positive or negative reviews)
• Influenced by (discussed in later chapters):
• Convenience
• Ease of use
• Reactions by others
Disposition
• Throw away
• Give away
• Sell on Vinted, Marktplaats, eBay
• Rent via sharing websites
• Lend to others.
Influenced by (discussed in later chapters):
• Convenience
• Cost
• Environmental concerns
,What effects consumer behaviour
Psychological core:
• Motivation, ability, and opportunity
• From exposure to comprehension
• Memory and knowledge
• Attitude formation and change
Consumer behavior outcomes and issues:
• Innovations: Adoption, resistance, and diffusion
• Symbolic consumer behavior
• Marketing, ethics, and social responsibility
Process of decision making:
• Problem recognition and information search
• Judgment and decision making
• Post-decision processes
Consumer’s culture:
• Social influences on consumer behavior
• Consumer diversity
• Household and social class influences
• Psychographics: Values, personality, and lifestyle
Reference groups are people whose values we share and whose opinions we value.
People who benefit from studying consumer behaviour
• Marketing managers
• Ethicists and advocacy groups
• Public policy makers and regulators
• Academics
• Consumers
• You
Marketing:
- Activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value
- Aimed at individuals, groups, and society
Marketing and consumer behaviour meets at:
Place
• Developing or implementing customer-oriented strategy
• Segmentation of the market
• Profitability of each segment
• Characteristics of consumers in each segment
• Customer satisfaction with existing offerings
• Selecting target market
Promotion
, • Promotion and marketing communication decisions
• Communication objectives
• Appearance of marketing communications
• Location, time, and effectiveness of advertisement
• Sales promotion objectives and tactics
• Effectiveness of sales promotion
• Number of sales personnel required to best serve customers
Price
• Pricing decisions
• Price range of a product or service
• Consumer sensitivity to price and price changes
• Pricing tactics be used
• Distribution decisions
• Time and convenience of consumers
• Assortment of merchandise
• Store design
Powerpoint 2
Motivation:
• Inner state of activation that provides energy needed to achieve a goal
• Consumers can be motivated to acquire, use, or dispose of an offering
• It leads to:
1. High effort behavior
Drives that bring a goal closer and creates a willingness to spend time and money
• Examples:
o I need a new iPhone and I am looking for a better job to pay for it
o I need to loose weight and am willing to go to the gym
2. High effort information processing and decision making
• When consumers are highly motivated to achieve a goal, they are more likely to pay
careful attention to it.
• Examples:
• If you are motivated to buy a new piano keyboard, you might scour websites
looking for a sale or like a Facebook page of a keyboard brand.
• Your motivation to purchase the best paper clips on the market is likely to be
low. You would devote little attention to it.
• Sometimes consumers process information in a biased way, so that they can reach
the conclusion they wanted to reach anyway.
• Examples:
• If you are desperate to loose weight, you may buy too many low-calories
products
• If you cannot stop smoking you will look for information about healthy food
to compensate for the ill effects of smoking
3. Felt involvement
Powerpoint 1
Consumer Behaviour:
• Is a dynamic process
• Can involve many people
• Involves many decisions
• Involves not only consumer’s rational thinking capacity but also emotions
Acquisition
• Buying
• Renting, leasing,
• Trading
• Sharing
Influenced by (discussed in later chapters):
• time
• money
• status
• self-concept
Use
• Tells something about…
• who we are
• what we value
• what we believe
• how we feel
• Leads to…
• how we react after using it (e.g. positive or negative reviews)
• Influenced by (discussed in later chapters):
• Convenience
• Ease of use
• Reactions by others
Disposition
• Throw away
• Give away
• Sell on Vinted, Marktplaats, eBay
• Rent via sharing websites
• Lend to others.
Influenced by (discussed in later chapters):
• Convenience
• Cost
• Environmental concerns
,What effects consumer behaviour
Psychological core:
• Motivation, ability, and opportunity
• From exposure to comprehension
• Memory and knowledge
• Attitude formation and change
Consumer behavior outcomes and issues:
• Innovations: Adoption, resistance, and diffusion
• Symbolic consumer behavior
• Marketing, ethics, and social responsibility
Process of decision making:
• Problem recognition and information search
• Judgment and decision making
• Post-decision processes
Consumer’s culture:
• Social influences on consumer behavior
• Consumer diversity
• Household and social class influences
• Psychographics: Values, personality, and lifestyle
Reference groups are people whose values we share and whose opinions we value.
People who benefit from studying consumer behaviour
• Marketing managers
• Ethicists and advocacy groups
• Public policy makers and regulators
• Academics
• Consumers
• You
Marketing:
- Activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value
- Aimed at individuals, groups, and society
Marketing and consumer behaviour meets at:
Place
• Developing or implementing customer-oriented strategy
• Segmentation of the market
• Profitability of each segment
• Characteristics of consumers in each segment
• Customer satisfaction with existing offerings
• Selecting target market
Promotion
, • Promotion and marketing communication decisions
• Communication objectives
• Appearance of marketing communications
• Location, time, and effectiveness of advertisement
• Sales promotion objectives and tactics
• Effectiveness of sales promotion
• Number of sales personnel required to best serve customers
Price
• Pricing decisions
• Price range of a product or service
• Consumer sensitivity to price and price changes
• Pricing tactics be used
• Distribution decisions
• Time and convenience of consumers
• Assortment of merchandise
• Store design
Powerpoint 2
Motivation:
• Inner state of activation that provides energy needed to achieve a goal
• Consumers can be motivated to acquire, use, or dispose of an offering
• It leads to:
1. High effort behavior
Drives that bring a goal closer and creates a willingness to spend time and money
• Examples:
o I need a new iPhone and I am looking for a better job to pay for it
o I need to loose weight and am willing to go to the gym
2. High effort information processing and decision making
• When consumers are highly motivated to achieve a goal, they are more likely to pay
careful attention to it.
• Examples:
• If you are motivated to buy a new piano keyboard, you might scour websites
looking for a sale or like a Facebook page of a keyboard brand.
• Your motivation to purchase the best paper clips on the market is likely to be
low. You would devote little attention to it.
• Sometimes consumers process information in a biased way, so that they can reach
the conclusion they wanted to reach anyway.
• Examples:
• If you are desperate to loose weight, you may buy too many low-calories
products
• If you cannot stop smoking you will look for information about healthy food
to compensate for the ill effects of smoking
3. Felt involvement
