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7 Cards in this Set
- Front
- Back
CONSUMER BEHAVIOUR |
decision making behaviour of individuals and households who buy goods and services for personal consumption |
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CONSUMER INVOLVEMENT |
degree of involvement (time, research, travel) a person is prepared to devote to a particular purchase |
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3 STAGES OF DECISION MAKING |
1. habitual decision making - low involvement decisions, low risk and frequently bought products 2. limited decision making - limited involvement decisions, less frequently bought but familiar products 3. extended decision making - high involvement decisions, high price, high risk, and unfamiliar products - financial risk, social risk, functional risk |
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5 STAGES OF CONSUMER DECISION MAKING |
1. need/want recognition - occurs when person recognises discrepancy between a desired state and their actual state (what i have and what i would like to have) 2. information search - extent of research varies with degree of involvement (online, word of mouth, company messages) 3. evaluation of option - identify the ‘criteria’ that consumers use in making their choices in the category 4. purchase - potential for influence at point of sale 5. post-purchase evaluation - buyer continues to evaluate even after purchasing - affects subsequent decisions - cognitive dissonance - buyer's remorse |
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3 CATEGORIES OF INFLUENCES ON DECISION MAKING 1. SITUATIONAL |
- circumstances consumers find them in when they are making purchasing decisions or consuming the products - physical - social - time - motivational - mood |
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3 CATEGORIES OF INFLUENCES ON DECISION MAKING 2. GROUP |
Cultural Factors - immediate experiential level (taste in music, food, clothes) and deeper more influential level (cultural values) - power distance - degree of inequality among people that is acceptable in a culture - uncertainty avoidance - extent to which people in culture feel threatened by uncertainty and rely on mechanisms to reduce it - individualism - extent to which people focus on their own goals - masulinity - extent to which traditionally masculine values are valued over traditionally feminine values Sub Culture - differ on some influential dimensions from broader culture - share common attitudes, values and behaviours Social Class - individuals of similar social rank - socio economic status - income, education, occupation Reference Groups - group to which individual looks for guidance as to what are appropriate values, attitudes or behaviours - influence is strong when individual lacks guide for behaviour and has a high social risk - membership reference groups = groups to which individuals belong - aspirational reference groups = groups which the individual would wish to be a member of - dissociative reference groups = groups with which individual does not wish to be associated with - opinion leaders = reference group member who provides relevant and influential advice about specific topic of interest to group members Family - usually most influence over behaviour - family life cycle = stages through which most families pass - young singles - young marrieds - parenthood - post-parenthood - dissolution - autonomic decisions - household products purchased by husband or wife - wife-dominant decisions - husband-dominant decisions - syncratic decisions - purchased by husband and wife acting jointlypester power by children |
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3 CATEGORIES OF INFLUENCES ON DECISION MAKING 3. INDIVIDUAL |
Personal Characteristics - demographics - general make up of population in terms of objective, measurable characteristics - used as part of the description and explanation of consumer behaviour - lifestyle - how they spend their time and how they interact with others - actual lifestyle (more predictable) and preferred lifestyle (products aspirational or symbolic) - lifestyle is partly a choice and partly determined by personality and demographic characteristics - personality - difficult to measure reliably - balance seekers (balanced lifestyle) - health conscious - harmony seekers - individualistic - fun seekers - success driven - products expression of personality Psychological Characteristics - motivation - internal drive to satisfy unfulfilled needs or achieve unmet goals - Maslow’s hierarchy of needs 1. physiological 2. safety 3. love or belongingness 4 .esteem 5. self-actualisation - choosing to buy a particular product - buy a particular brand - willing to pay a particular price - preferring to shop through particular outlets - perception - psychological process that filters, organises and attributes meaning to external stimuli - particular to individual - selective exposure - actively seek out messages with which audience already agrees and ignore those which they disagree with - selective attention - individual chooses to take in only those messages relevant to their needs - selective distortion - individual’s tendency to perceive messages that are inconsistent with existing beliefs or attitudes in such as way as to reduce the inconsistency - selective retention - tendency to remember only that info which is consistent with other beliefs and which is relevant to an individuals’ needs - beliefs and attitudes - mental map that consumer relies on when making judgements about problems that require solutions - belief - descriptive or evaluative thoughts regarding knowledge or assessment of a thing - attitude - desribes an individual’s relatively stable and consistent thoughts, feelings and behavioural intentions to an object or idea - cognitive component - person’s awareness of and knowledge about object or issue - affective component - feelings towards, or a approval of, the object or issue - behavioural component - individual’s actions or intentions towards object or issue -learning - behavioural learning theories - experience and repetition of behaviour - cognition learning theories - rational problem solving, emphasises acquisition and processing of new information - more complex problems
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