Consumer behaviour
Psychology of consumption
The actions a person takes when purchasing and using products and disposing of products and the mental and social processes they work through in doing so
Consumer behaviour involves
Focus can’t just be on the moment of purchase
Includes
-information search
-decision making
-purchase
-product disposal
CB looks at BOTH buyer (users. Influencers. Decisions makers) and the act of the purchase (the preplanning and the post-purchase issues)
Consumer market
Goal
Create marketing programs which trigger desired behaviour
Consumers have a need for
Uniqueness
Touch (prefer tactile information)
Variety (especially when they are with others )
Don’t like loss (drive to avoid losses at all costs so they often choose the option with the smallest immediate loss)
Extreme averse
-make choices in the middle. Not splurge but not cheap out
Consumer distraction
Choose tastier food options if distracted
If they’re not distracted they choose healthier
If consumers can’t easily recall a product
They assume it must be a bad product
Too much choice can paralyze our decision making as consumers or make us more dissatisfied
Meaning of consumption
Ppl often buy products not only for what they do but also what they MEAN
if we develop relationships with brands, it’s bc of the meaning they convey (mostly to others)
These include
-image/personality
-define our place in modern society
-help us form bonds with others who share similar preferences
5 situational influences
Purchase task
-gift buying, special occasion, etc.
Social surroundings
-out with friends, in a fancy restaurant
Physical surroundings
-decor. Music. Crowding
Temporal effects
-time of day. How much time you have to shop
Antecedent states
-you mood or available cash
Cultural factors of consumer behaviour
Basic trigger of wants and behaviour
-deeply entrenched but when changed creates opportunities
Shared value system within groups
Regional. Demographic. Ethnographic
Divisions based primarily on socie economic status
-combination of occupation. Income. Education. Wealth. And other variables
Subculture
Group or identifiable segment within larger more complex society with shared value systems based on common life experiences and situations
-geographic and regional subcultures
-ethnic subcultures
/age subcultures
-religious subcultures
Social class
Relatively permanent and ordered divisions of society; group members share values. Interests and behaviours
Social class more difficult to judge than income
Purchase behaviours often related more to income than social class
Consumer often consume according to parents social class vs their own
Dual income means lower social class can live like higher social class
Social factors
Different kinds of groups vary in how they influence. Word of mouth influence / opinion leaders
household power brokers influence buying behaviour
Role = expected activity
Status = esteem govern to role by society
Reference groups
Friendship groups
Shopping groups
Work groups
Celebrities
Virtual community groups
Consumer action groups
Brand communities
Reference groups are more influential when
We have Less inform and experience
We’re less confident
We’re committed to reference group
The groups is credible. Attractive. Powerful
Product is conspicuous
Product is a luxury
Personal factors
Needs for products change
Job affects the products bought
Personal finance affects buying choices
Ppl buy the lifestyle products represent
Self concept theory suggest possessions contributes to and reflect personal identities
Personal factors types
Age and life cycle stage
-preferences change
-family style matters (traditional or not)
Occupation
Economic situation
Self concept
-have an actual self and ideal self
Psychological influences
Types
Energizing forces that stimulate behaviour to satisfy a need
Process of interpreting information
Behavioural change based on experiences
Personal thoughts on subjects
Personal factors
Lifestyle
Pattern of living expressed in terms of activities. Interests and opinions (AIO)
-activities (work. Hobbies. Shopping. Sports. Social events)
-interest (food. Fashion. Family. Recreation)
-opinions
GOAL
-arrive at a PROFILE of a consumer based on common AIOs
Psychographics
Measures lifestyle and develop lifestyle classifications
Psychological influence types
Values are very hard to influence
Attitudes
-relatively consistent evaluations. Feelings. And tendencies toward object or idea
-guide our thoughts feelings behaviours
Belief
-descriptive thoughts about object or idea
Perception vs sensation
Perception
-process by which sensations are selected. Organized and interpreted
Sensations
-immediate response to the world around us (senses)
Perceptions more influential than sensation
-what we take away from sensations or add to them
Perceptual barriers
Selective attention
-screen most info ur exposed to
Selective exposure/ comprehension
-ppl interpreting info in a way that supports what they already believes
Selective retention
-ppl remember good points about stuff they like and remember bad stuff about things they don’t like
