stages in the consumption process
| Consumer | Marketer | |
| Prepurchase Issues | Desicion about liking the product, learning about alternatives | find out Consumers attitude, how does consumer define ranking of products |
| Purchase Issues | is aquiring a product stressful or pleasant?, what does the purchase say about the customer? | how are consumer desicions influened by situational factors? (store displays, time pressure |
| Postpurchase Issues | Is product pleasing?, provides intened functions? | what is needed for consumer satisfaction? will consumer come back, even recomend it? |
factors influencing consumer behaviour
psychological (motivation, perception, memory, belief...)
Personal (education, eco. status, age)
social (household type, reference groups)
buyers responses (service, brand selection, bestseller..)
cultural (culutre, subculture, social class)
environmental (economic, technological, political)
marketing programs
Personal (education, eco. status, age)
social (household type, reference groups)
buyers responses (service, brand selection, bestseller..)
cultural (culutre, subculture, social class)
environmental (economic, technological, political)
marketing programs
from micro to macro consumer behaviour
| experimental psychology | perception, learing and memory |
| clinical psychology | psychological adjustment |
| microeconomics, Human ecology | individuals and family resource allocation |
| social psychology | behaviour of individuals as members of a soc. group |
| sociology | social institutions and group relationships |
| macroeconomics | consumers relations with the marketplace |
| demography | measurable characteristics of a population |
| history | societal changess over time |
| cultural anthropology | society's beliefs and practices |
How does perception work, goal of marketer?
convert raw data into meaning
goal: attact many different channels, get audiences attention
exposure: stimuli on many different channels
attention: extend of processing activity to a particular stimulus
based on perceptual selection - contrast creation
personal selection: depeding on situation, needs, wants
interpretation: according to learned patterns and expectations, meaning trough set of beliefs and attitudues
Problem recognition
gap between current state and desired state
of difference is significant - then problem recognition
3 stages
no problem: acutual stage is ok, ideal is a little bit higher
opportunity recognition: big gap between actual and ideal (buy a car
need recognition: actual state decreases, (car running out of petrol)
of difference is significant - then problem recognition
3 stages
no problem: acutual stage is ok, ideal is a little bit higher
opportunity recognition: big gap between actual and ideal (buy a car
need recognition: actual state decreases, (car running out of petrol)
perceived risk
purchase decisions with extensive research come along with perceived risk / belief that the product as negeate consequences:
-monetary risk
-functional risk
-physical risk
-social risk (how person is perceived by souroundings)
-psychological risk (self-respect, self-perception)
-monetary risk
-functional risk
-physical risk
-social risk (how person is perceived by souroundings)
-psychological risk (self-respect, self-perception)
evaluation of alternatives (evoked set, categorization), how to strategically apply categorization
evoked set: products in memory, used before and famous ones
levels of categorization:
strategic implication of categorization:
positioning
identify competitors
locate products (will people find our product)
levels of categorization:
strategic implication of categorization:
positioning
identify competitors
locate products (will people find our product)
supermarket psychology
design-technique of supermarkets - shop more than basic needs
colors and music influence moods
green = fresh, blue=trust
most important products on eye-level
slotting fees - payed positioning on front of the aisle
scarcity creates perceived value
basic needs are hard to find, because they will be sold no matter what, lots of distraction
colors and music influence moods
green = fresh, blue=trust
most important products on eye-level
slotting fees - payed positioning on front of the aisle
scarcity creates perceived value
basic needs are hard to find, because they will be sold no matter what, lots of distraction
Types of power of reference groups
referent power: power by having a role models character
information power
legitimate power: authorities, law, social system
Expert power: power through expertise
reward power: power of being honored, accepted, even tangible rewards
coercive power: social / physical power (Zwang)
information power
legitimate power: authorities, law, social system
Expert power: power through expertise
reward power: power of being honored, accepted, even tangible rewards
coercive power: social / physical power (Zwang)
word-of-mouth communication, + why used (3 reasons)
information about products transmitted from individual to individual
-considered reliable and trustworthy
-very powerfull, especially if consumer is not familiar with product category
why used?
-involvement in product
-knowledge about product
-concerne about product - warn
negagive WOM is more powerful then positive WOM
-considered reliable and trustworthy
-very powerfull, especially if consumer is not familiar with product category
why used?
-involvement in product
-knowledge about product
-concerne about product - warn
negagive WOM is more powerful then positive WOM
social class categories, about cobe
Crash Dieters
26% of population, cutout non-essential spending
Scrimpers
13%, lower expectations, go for lower brands
Abstainers
15%, buying big purchases on credit and paying later
Balancers
9%, willing to switch categories, microwave instead of a fridge
Treaters
12% , have hard time budgeting the money
Justifiers
12%, willing to spend, but has to be justified (they have the money)
Ostriches
9%, don’t buy anything
Vultures
4%, look for bargains (best option in the market), have money
26% of population, cutout non-essential spending
Scrimpers
13%, lower expectations, go for lower brands
Abstainers
15%, buying big purchases on credit and paying later
Balancers
9%, willing to switch categories, microwave instead of a fridge
Treaters
12% , have hard time budgeting the money
Justifiers
12%, willing to spend, but has to be justified (they have the money)
Ostriches
9%, don’t buy anything
Vultures
4%, look for bargains (best option in the market), have money
progressive learning model
how people adopt to new culture
-the faster the more exposed to it
-mix old and new culture
ppl who have strong ethnic identification:
- negative attitude for new culutre
- media in native language
- loyal to certain brands
- most time prestige brands
- buy brands that advertise to their ethnic group
-the faster the more exposed to it
-mix old and new culture
ppl who have strong ethnic identification:
- negative attitude for new culutre
- media in native language
- loyal to certain brands
- most time prestige brands
- buy brands that advertise to their ethnic group
Flashcard set info:
Author: CoboCards-User
Main topic: HTW Consumer Behaviour
Topic: Marketing
School / Univ.: HTW Chur
City: Chur
Published: 17.01.2015
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