Consumer behaviour

Hippmann Nina Luzynska Magdalena Doplbaur Tobias Weygandt Adrian

Consumer behaviour

1. Buyer behaviour 2. Role of buying centre

Understanding consumers: the key questions

Who 3. Decision making process 4. Marketing implications

How

Consumers
5. Evaluation 6. Choice criteria Where 7. Influences on behaviour

What

When

Consumer behaviour

1. Buyer behaviour 2. Role of buying centre

Initiator begins the process

3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

Influencer attempts to persuade Decider has power/financial authority Buyer cunducts the transaction User consumes the product

Consumer behaviour

Influencer Initiator User Decider Buyer

1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

Consumer behaviour
The consumer decision-making process
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour Post-evaluation of decision Evaluation of alternatives Purchase Need recognition & problem awareness Information search

Consumer behaviour
The consumer decision-making process
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour Post-evaluation of decision Evaluation of alternatives Purchase Need recognition & problem awareness Information search

Consumer behaviour
Marketing Implications
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour Post-evaluation of decision
Aware of needs Need inhibitors Stimulating need recognition

Need recognition & problem awareness Information search

Internal and external research Personal & commercial sources Third party reports

High involvement lots of information Low involvement Top of mind awareness

Evaluation of alternatives Purchase

Dispel cognitive dissonance Create reassurance

Consumer behaviour

1. Buyer behaviour 2. Role of buying centre 3. Decision making process

High involvement
Personal beliefs Normative beliefs

Low involvement
Awareness

Attitudes 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

Subjective norms

Trial

Purchase intentions Purchase

Repeat purchase

Consumer behaviour

1. Buyer behaviour 2. Role of buying centre 3. Decision making process

Technical

Economic
4. Marketing implications 5. Evaluation 6. Choice criteria

Social

Personal
7. Influences on behaviour

Consumer behaviour

1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

Technical

Consumer behaviour

1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

Economic

Consumer behaviour

1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

Social

Consumer behaviour

1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

Personal

Consumer behaviour
1. The buying situation
1. Buyer behaviour 2. Role of buying centre 3. Decision making process

Limited problem solving

Let me think a
moment
Habitual problem solving

4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

It was good, so I buy it again

Extended problem solving

Damned, thats complicated

Consumer behaviour

Extended problem-solving
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

The purchase of expensive goods,where it is important to make the right choice. Determinats: Level of information (self image, perceived risk, social factors, hedonism) Differentiation & number of alternatives Time pressure

Consumer behaviour
2. Personal influences
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

I. Information processing (the process by

which a simulus is received,interpreted,stored in memory and later retrieved) has two key aspects: A. Perception Selective attention

Selective distortion

Selective retention

Consumer behaviour

1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

B. Learning classical conditioning

cognitive learning

Product positioning

reasoning

Consumer behaviour
II. Motivation
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour Motives influence customers choice criteria and decision makinkg process They are groupped by Maslow in 5 kategories: Physiological , safety , belongingness & love, esteem & status , selfactualization

III. Beliefs & attitudes

Beliefs are thouhts that a person holds about product or services. Attitudies a degree to which a customer likees or dislikees a brand.

Consumer behaviour
IV. Personality
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

Brand personality
Levis Nike Guinnes

V. Lifestyle
Psychografics, Lifestyle patterns among
married women

VI. Life cycle

Income Age

Consumer behaviour

3. Social influences
1. Buyer behaviour 2. Role of buying centre 3. Decision making process 4. Marketing implications 5. Evaluation 6. Choice criteria 7. Influences on behaviour

A. Culture: Adjust behaviour and marketing mix to to accommodate different cultures B. Social class C. Geodemographics D. Reference groupe

Thank you all for your patience!