4007 Cb 1

1,067 views

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,067
On SlideShare
0
From Embeds
0
Number of Embeds
97
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

4007 Cb 1

  1. 1. Consumer Behaviour MKT4007
  2. 2. What is it? <ul><li>the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products , services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.  </li></ul>
  3. 3. A VERY Basic Model Internal Factors External Factors Situation Experiences Self-image Behaviour
  4. 4. Some factors <ul><li>Consumer: </li></ul><ul><li>Culture </li></ul><ul><li>Ethnicity </li></ul><ul><li>Personality </li></ul><ul><li>Values </li></ul><ul><li>Life-stage </li></ul><ul><li>Family </li></ul><ul><li>Income </li></ul><ul><li>Feelings </li></ul><ul><li>Attitudes </li></ul><ul><li>Opinions </li></ul><ul><li>Available Resources </li></ul><ul><li>Motivations </li></ul><ul><li>Past Experiences </li></ul><ul><li>Peer Groups </li></ul><ul><li>Knowledge </li></ul><ul><li>Organisational: </li></ul><ul><li>Brand </li></ul><ul><li>Product Features </li></ul><ul><li>Advertising </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Promotions </li></ul><ul><li>Retail Displays </li></ul><ul><li>Price </li></ul><ul><li>Quality </li></ul><ul><li>Service </li></ul><ul><li>Store Ambiance </li></ul><ul><li>Convenience </li></ul><ul><li>Loyalty Programs </li></ul><ul><li>Packaging </li></ul><ul><li>Product Availability </li></ul>
  5. 5. <ul><li>OBTAINING </li></ul><ul><li>How you decide you want to buy </li></ul><ul><li>Products you consider buying </li></ul><ul><li>Where you buy </li></ul><ul><li>How you pay for product </li></ul><ul><li>How you transport product home </li></ul><ul><li>CONSUMING </li></ul><ul><li>How you use product </li></ul><ul><li>How you store the product in your home </li></ul><ul><li>Who uses the product </li></ul><ul><li>How much you consume </li></ul><ul><li>How product compares with expectations </li></ul><ul><li>DISPOSING </li></ul><ul><li>How you get rid of remaining product </li></ul><ul><li>How much you throw away after use </li></ul><ul><li>If you resell items yourself or through a consignment store </li></ul><ul><li>How you recycle products </li></ul>CONSUMER INFLUENCES Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Motivations Past Experiences Feelings Peer Groups Knowledge ORGANIZATIONAL INFLUENCES Brand Product Features Advertising Word of Mouth Promotion Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability Blackwell, Miniard, and Engel,
  6. 6. Fischbein Model Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behavioural intention Behaviour Ajzen & Fischbein Control beliefs Perceived power Perceived behavioural control
  7. 7. Need Recognition Information Search Alternative Evaluation Purchase Outcomes Dissatisfaction Satisfaction MarCom
  8. 8. Information Search <ul><li>Exposure </li></ul><ul><li>Attention </li></ul><ul><li>Comprehension </li></ul><ul><li>Acceptance </li></ul><ul><li>Retention </li></ul>MarComs Selective Consumer!
  9. 9. 3 component Attitude model <ul><li>Cognitive (learned) </li></ul><ul><li>Affective (feeling) </li></ul><ul><li>Conative (doing) </li></ul>
  10. 10. Research Data <ul><li>Observation type: </li></ul><ul><li>In-home observation (Rubbish bin!) </li></ul><ul><li>Shadowing </li></ul><ul><li>Interview/Survey Type: </li></ul><ul><li>Surveys </li></ul><ul><li>Focus Groups </li></ul><ul><li>Longitudinal Studies </li></ul><ul><li>Experimental Type: </li></ul><ul><li>Laboratory experiment </li></ul><ul><li>Field experiment </li></ul><ul><li>Consumption Research (New uses etc!) </li></ul>
  11. 11. Summary <ul><li>Consumer Behaviour knowledge is essential to the process </li></ul><ul><li>Very varied & often confusing! </li></ul><ul><li>“ Make a friend” </li></ul><ul><li>Essential for the design of the following steps of the Marcom plan! </li></ul>

×