Consumer Behaviour

1
Consumer Behaviour

• MR 1100
• Chapter 5

2
Consumer Behaviour

• Definition
• The actions that a person takes
• in purchasing and
• using
• products and services
• and the mental and
• social processes that
• proceed
• and follow these actions.

3
The Consumer Purchase Decision Process (CPDP)

• Perceive a need Problem Recognition.
• Seek information on how to fill the need
  Information Search. (Internal sources External
  Sources)
• Assessing the information Alternative
  Evaluation. (Form an Evoked Set)
• Select and Alternative Purchase Decision
• After Purchase feeling Post-purchase Behaviour
  (Cognitive Dissonance)

4
Level of Involvement in the CPDP

• Certain buying situations require more
  consideration than others. There are three types
  of problem solving
• Routine Problem Solving - Used to buy common
  goods that have little risk. (e.g. buying your
  usual type of toothpaste).
• Limited Problem Solving - Used to buy more
  complex, less often purchased items that may
  offer more risk. (e.g. buying car mats)
• Extended Problem Solving - Used to buy complex
  items with great risk. (e.g. buying a new car)

5
Influences on the CPDP

• Situational Influences
• Influences that come from the buying situation
  (physical and mental) that you find yourself in
  during the CPDP.
• Psychological Influences
• Mainly internal, your mindset affects the CPDP

• Sociocultural Influences
• Influence that come from society and our social
  surroundings.
• Marketing Mix Influences
• The effect of the sellers efforts in manipulating
  the price, place, product and promotion on the
  consumers CPDP

6
Situational Influences

• These are influences on the CPDP that are related
  to the situation that the buyer finds him/herself
  in when making the buying decision.
• Situational Influences include
• Purchase Task - Amount of effort require to buy a
  product.
• Social Surroundings - The people around you when
  you buy.
• Physical Surrounding - The building/place you are
  in to buy.
• Temporal Effects - Time related effects.
• Antecedent State - Mood of the buyer.

7
Psychological Influences

• Motivation
• See Maslows Hierarchy of needs.
• Personality
• Perception
• Note the perception process - Selective
  perception
• Note the importance of risk
• Learning
• Behavioural Learning - learned through experience
• Cognitive Learning - learned through mental
  processes such as thinking.
• Brand Loyalty - learned through experience or
  others
• Values, Beliefs Attitudes
• Attitude formation changing
• Lifestyle
• Mode of living - Self defined

8
Sociocultural Influences

• Personal Influence
• Opinion leaders affect your decision as does
  word-of-mouth.
• Reference Groups
• You look to these people as a measure of your
  relative state
• Family Influence
• Where the family is in their lifecycle affects
  their purchase decisions
• Social Class
• The division of society that you feel you fall
  into
• Culture and Subculture
• The accepted set of values and beliefs and
  attitudes that exist amongst a single group in
  society.

9
Marketing Mix Influences

• There is a great deal of influence on the CPDP by
  the
• Product itself
• The Price of the product
• The way the product is Promoted
• The Place where the product is sold or how it is
  delivered.