Consumer Behaviour

7/18/2019 Consumer Behaviour

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Marketing Management

MKTG1203

Dr. Wade Jarvis

Consumer Behaviour



Consumer behaviour

• Consumer behaviour

– The analysis of the behaviour of individuals and

households who buy goods and services for

personal consumption.

• Consumers make decisions along a continuum, from

habitual decision-making behaviours at one end to

extended decision-making behaviours at the other.



Extendeddecisionmaking

Limitedproblemsolving

Habitualdecisionmaking

Low involvement

Frequently purchased

Inexpensive

Little risk

Little informationneeded

High involvement

Infrequently purchased

Expensive

High risk

Much informationdesired

Decision Making Continuum



Consumer behaviour



Consumer decision-making



Consumer decision-making

• eed!"ant re#ognition$ hen a buyer becomes aware of adiscrepancy between a desired state and the actual state.

• %n&ormation sear#h$ The buyer searches for information

about how to solve the problem.• 'va(uation o& o)tions$ ! successful information search will

usually yield a range of alternative solutions for consideration.

• *ur#hase$ The brand and product are chosen.

• *ost+)ur#hase eva(uation$ The buyer continues to evaluatetheir purchase decision.



Consumer behaviour – "ndividual

"nfluences



"ndividual influences

• *s,#ho(ogi#a( #hara#teristi#s

– "nternal factors, independent of situational and

social circumstances, that shape thinking,

aspirations, expectations and behaviours.

• Motivation

– !n individual#s internal drive to satisfy unfulfilledneeds or achieve goals.




• Mas(o"-s hierar#h, o& needs

– ! theory that suggests that people seek to satisfy

needs according to an hierarchy that places lower

order $biogenic# needs before higher order

$psychogenic# needs.



%ndividua( %n&(uen#es + *er#e)tion

– The psychological process that

filters, organises and attributesmeaning to external stimuli.



Who is being arrested?



*er#e)tion

• %xposure

• &election and

attention• "nterest and

relevance

• !wareness• 'ecognition



e(e#tive *er#e)tion *ro#ess



*er#e)tion$ Marketing

• When a person perceives something, the messagehas registered.

• But this is difficult to achieve.

• Communication drivers of perception:

– Exposure: placing the message in a medium thetarget audience will encounter

– Attention: Creating an engaging ad

– Awareness: a!ing an impression on the

consumer, creating top"of"mind awareness forthe #rand$product %not &ust the ad'.

– (nterest and relevance: )ulling power, ma!ingthe communication personall* relevant – +eah- thats me/0



%ndividua( in&(uen#es

• Be(ie&s

– (escriptive or evaluative thoughts that an

individual holds regarding their knowledge of a

person, idea, or product. )eliefs may be based on

ob*ective knowledge, opinions or faith.

• /ttitudes

– !n individual#s relatively stable and consistent

thoughts, feelings and behaviours towards an

ob*ect or idea.



/(ternative 'va(uation

%voked set

+urchase

Evaluation of products

• Anal*se product

attri#utes.

• 1se cutoff criteria.

• 2an! attri#utes #*

importance.

• 2elated to Beliefs,

Attitudes and (ntentions.

Develop an understanding of how consumersDevelop an understanding of how consumersevaluate brand alternatives.evaluate brand alternatives.



/(ternative 'va(uation

1. Cameras: picture sharpness, cameraspeed, camera size and price

2. Hotels: location, cleanliness,atmosphere, price

3. Tyres: safety, tread life, ride quality,price

4. Computers: memory capacity,

graphics capaility, size and !eight,price



ays to "nfluence or Change !ttitudes

3. (ncrease or change the strength or #eliefrating of a #rand on an important attri#ute

4. Change consumers perceptions of the

importance or value of an attri#ute

5. Add a new attri#ute to the attitudeformation process

6. Change perceptions of #elief ratings for acompeting #rand



What is this

advertisement

attem)ting todo



/ttitudes



• Arguments

– 7he reasons #ehind a statementor a claim

– Arguments can influenceattitudes, touch emotions, involveconsumers, or anchor their

convictions• Attitudes and opinions

– Attitudes are underl*ing #eliefs,opinions are the expressions ofthese attitudes

– Ads attempt to accomplish one of

three things• Esta#lish a new opinion

• 2einforce an existingopinion

• Change an existing opinion

Changing /ttitudes$ Marketing



earning theories

• Behavioura( (earning theor,– &tresses the role of experience and

repetition of behaviour, as seen in $classical

conditioning#. ost relevant in lowinvolvement purchases.

• Cognitive (earning theor,

– earning takes place through rationalproblem solving, emphasising acuisition

and processing of new information, relevant

in high involvement purchasing decisions.



Cognitive earning

– Cognitive learning

%creating understanding'– ar!eters want people

to !now somethingafter experiencing thecommunication %i.e. anadvertisement' or aproduct.

– 1nderstandingdemands a consciousmental effort to ma!esense of information

– Brand node isconnected with avariety of linked

associations.– Each purchase

experience is based onthe “right” brand withthe right associations.

– Feelings, perceptions,images, attitudes of

the brand.

B h i l L i



Behavioral Learning:Pavlovian Model of Classical

ConditioningUnconditioned Stimulus

Meat

Conditioned Stimulus

Bell

Unconditioned Response

Salivation

Conditioned Stimulus

Bell

Conditioned Response

Salivation

AFTER REPEATED PAIRINGS

C(assi#a( Conditioning *ro#ess




Conditionedstimulus

( )

( )

Conditionedstimulus

( )

( )

Association

developsthrough

continuity and

repetition

Unconditioned

stimulus(Nicki Minaj)

Unconditionedstimulus

(Nicki Minaj)

Unconditioned

response( )

Unconditioned

response( )

Conditionedresponse

( )

Conditionedresponse

( )

Pavlov’sdog





Conditionedstimulus

(epsi)

(Continuit! and repetition)

Conditionedstimulus

(epsi)

(Continuit! and repetition)

Association

developsthrough

continuity and

repetition

Unconditioned

stimulus(Nicki Minaj)

Unconditionedstimulus

(Nicki Minaj)

Unconditionedresponse

(trend!" desirable"

attractive)

Unconditioned

response(trend!" desirable"

attractive)

Conditionedresponse

(trend!" desirable"

attractive)

Conditionedresponse

(trend!" desirable"

attractive)

Pavlov’sdog



C(assi#a( Conditioning in /dvertising



Classical Conditioning +rocess

Conditionedstimulus

( )

Conditionedstimulus

( )

Association develops through

contiguity and repetition

Unconditionedstimulus( )

Unconditionedstimulus( )


( )


( )

Conditionedresponse

( )

Conditionedresponse

( )



earning$ Marketing

• emora#ilit* %loc!ing power'

– emora#le messages are learnedmore easil* %use associations as

long as the* are relevant'.– 7he* help loc! messages into the

mind, #oth from a cognitive and a#ehavioural perspective.

– 8ingles, distinctive visuals, repetition

increase memora#ilit*.

Consumer Behaviour

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