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Lecture 1
Level 300
Title: Introduction to Consumer
Behaviour.
Objectives
Understand how consumer cognitive (thinking)
processes and limitations, affect, beliefs, social
influences, and other contextual factors influence
consumer decision making, choices, and
behaviour.
Appreciate how these insights can be used to
design and implement effective marketing
strategies.
Appreciate individual and segment differences in
process and outcome.
Psychology of Marketing
Perception.
Decision making.
Information search.
Attitudes, beliefs, categorization.
Consumer research methods, learning.
Defining consumer
behaviour
Consumer Behaviour is the process
Involved when individuals or groups select,
use, or dispose of products, services, ideas
or experiences in exchange to Satisfy Needs
and desires.
The consumer
Why would consumers buy products and
services?
They identify a need that makes them
incomplete or insecure.
Consumers use products and services to
satisfy their needs.
They either need it to solve an immediate
problem or as a security.
Consumer behaviour
The behaviour
The display of consumer behaviour can be
categorized into three.
Pre-purchase behaviour
Purchasing behaviour
Post-purchase behaviour
Evoked set
Problem recognition
Consumer needs can be triggered by
internal or external stimuli.
Needs become wants.
Leads to behaviour.
Triggers information search.
Information search
Sources of information:
-Personal Sources
-Internal Sources
-External Sources
Time, effort and expense dedicated to
information search.
Consumer problem
recognition
Consumer problem:
Information search
Sources of information:
-Personal Sources
-Internal Sources
-External Sources
Time, effort and expenses dedicated to
information search.
Evaluation of alternatives
Consideration set
Analyze product attributes
Use cut off criteria [pros/cons]
Multi-attribute models
Purchase
To buy or not to buy
Marketing determines which attributes are
most important in influencing a consumers
choice (differentiationlater)
Effective communication
Follow up
Guarantees
Warranties
THE END