Understanding consumer behaviour Music Ivana Yaremuchuk Elena Marusic Bojana Knoflach Stefan
Index ¾
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Dimensions of buyer behaviour Who buys? How they buy? Need recognition/problem awarenes Information search Evaluation of alternatives and the purchase High-involvement Low-involvement Post-purchase evaluation Choice criteria
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Influences on consumer behaviour -
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Conditions of extended problem solving Personal influences Information processing -
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Perception
Motivation -
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The buying situation
Maslow’s hierarchy of needs
Social influences References
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Dimensions of buyer behaviour Individuals Organizational buying An understanding of customers can be gained by answering the following questions:
Who is important?
How do they Buy?
Where do they buy?
What are their choice criteria?
When do they buy?
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Who buys?
Individuals or number of individuals that interact in the buying process:
Initatior: considers the purchase Influencer: attempts to influence others Decider: has the power or financial authority Buyer: conducts the transaction User: actual consumer of the product
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How they buy? Decision-making process:
Need recognition/problem awareness
Information search
Evaluation of alternatives
Purchase
Post-purchase/evaluation of decision
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Need recognition/problem awareness
Functional or emotional/psychological needs
Solvation of problem depends on:
Discrepancy between the desired and present situation Relative importance of the problem
Need inhibitors (fear not to be able to manage the purchased product) 6
Information search
Internal (from memory or experiences)
External (from friends, family, work colleagues)
Commercial (advertisement and salespeople)
Build up the awareness set (the array of brands that may provide a solution to the problem)
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Evaluation of alternatives and the purchase
Reduce a awareness set to evoked set
Choice criteria:
Price Quality Reliability
Involvement
High-involvement Low-involvement
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High-involvement
Attitude toward a brand is based upon a set of beliefs about the brands attributes such as money or durability Advertasing messages should contain high information degree Printmedia Personal beliefs
Influences on consumer behavior: The buying situation Extended problem-solving
1.
Marketers: provide information-rich communication;
2.
Salespeople: adopt the problem-solution approach to selling
Limited problem-solving
1. 2.
Marketers: stimulate the need to conduct a search, or reduce the risk of brand switching by, for instance, giving warranties
Habitual problem-solving
1.
An application of repetitive advertising for creating an awareness and reinforcement of the favorable attitudes 14
Conditions of extended problem-solving ¾ ¾ ¾
1) 2) 3)
The alternatives are differentiated and numerous; Adequate amount of time available for deliberation; The purchase has a high degree of involvement: 4 factors affecting high involvement: Self-image (decision potentially affects one’s self-image) Perceived risk (perceived risk of making a mistake is high) Social factors (social acceptance is depend upon making a correct choice)
4)
Hedonistic influences (the purchase is capable of providing a high degree of pleasure)
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Influences on consumer behavior: Personal influences Information processing
Personality
(Perception &Learning)
(psychological characteristics of individuals, brand personality)
Motivation
Lifestyle
(Maslow’s hierarchy of needs, influence on choice criteria)
(behavior purchase; lifestyle groups - segmentation & targeting purposes)
Beliefs and attitudes (positive/negative attitude as the consequence of a set of beliefs)
Life cycle and age (Dependence of disposable income & purchase needs on the stage)
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Information processing: Perception
Selective attention
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Advertisements, logos & packaging are to be attention-getting, An existence of competition to obtain eye-level positions on market shelves
Selective distortion
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Present important messages clearly by high credible source Present evidence of sales message whenever possible
Selective retention
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It is more likely to remember those messages, which are in line with existing beliefs and attitudes
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Motivation: Maslow’s hierarchy of needs
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Social influences
Culture (affects business conduction & consumption behavior
different culture accommodation)
Social class (predict some consumption patterns use for market segmentation & targeting purposes)
Geodemographics (consumers according to their location - use for market segmentation & targeting purposes)
Reference group (influences an individual's attitude or behavior. Marketers: making the brand acceptable or gaining it’s acceptability) 19
Thank you for your attention!
References David Jobber (2004) Principles and practice of marketing - 4. edition, London [u.a.] : McGraw-Hill Education.
