why do ppl buy things, and why is it important to know??
why buy:
- show status
- prestige
- style
- quality
- reputation
- reliability
why important to know?
awareness, commitment to customers must come from every area of your company
- show status
- prestige
- style
- quality
- reputation
- reliability
why important to know?
awareness, commitment to customers must come from every area of your company
conusmer behaviour (def)
study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires
stages in the consumption process
| Consumer | Marketer | |
| Prepurchase Issues | Desicion about liking the product, learning about alternatives | find out Consumers attitude, how does consumer define ranking of products |
| Purchase Issues | is aquiring a product stressful or pleasant?, what does the purchase say about the customer? | how are consumer desicions influened by situational factors? (store displays, time pressure |
| Postpurchase Issues | Is product pleasing?, provides intened functions? | what is needed for consumer satisfaction? will consumer come back, even recomend it? |
factors influencing consumer behaviour
psychological (motivation, perception, memory, belief...)
Personal (education, eco. status, age)
social (household type, reference groups)
buyers responses (service, brand selection, bestseller..)
cultural (culutre, subculture, social class)
environmental (economic, technological, political)
marketing programs
Personal (education, eco. status, age)
social (household type, reference groups)
buyers responses (service, brand selection, bestseller..)
cultural (culutre, subculture, social class)
environmental (economic, technological, political)
marketing programs
role theory (def)
people act in certain situations in certain roles (father, sportsmen, business traveler...), job of the marketer is to realize the current role of the consumer, and provide the required products... (products and services for a large variety of roles is required)
from micro to macro consumer behaviour
| experimental psychology | perception, learing and memory |
| clinical psychology | psychological adjustment |
| microeconomics, Human ecology | individuals and family resource allocation |
| social psychology | behaviour of individuals as members of a soc. group |
| sociology | social institutions and group relationships |
| macroeconomics | consumers relations with the marketplace |
| demography | measurable characteristics of a population |
| history | societal changess over time |
| cultural anthropology | society's beliefs and practices |
2 perspectives on consumer research
1. positivist approach
(objective, tangible, predicitve results)
2. interpretivist approach
(socially constructed, understanding, interactive)
(objective, tangible, predicitve results)
2. interpretivist approach
(socially constructed, understanding, interactive)
How does perception work, goal of marketer?
convert raw data into meaning
goal: attact many different channels, get audiences attention
exposure: stimuli on many different channels
attention: extend of processing activity to a particular stimulus
based on perceptual selection - contrast creation
personal selection: depeding on situation, needs, wants
interpretation: according to learned patterns and expectations, meaning trough set of beliefs and attitudues
hedonic consumption (def)
mulitsensory experiences, awake emotions, by using different sensory stimuli
Vision
communication via: color, size, styling
visual elements: store design, packaging
visual elements: store design, packaging
Touch
haptic senses - touch helps for getting confidene in products,
people have tendency to touch a product
people have tendency to touch a product
webers law
to attrack attention, you need always a bigger stimulus than the first one
perceptual map (def and draw)
identify inmportant dimensions and ask consumers to place you and competitors.
motivation (def)
process that lead ppl to behave in a certain way
need is aroused, customers wishes to satisfy
need is aroused, customers wishes to satisfy
motivational approaches
need for achievment: value personal accomplishment
luxury
need for affiliation (zugehörigkeit): be in a group
alcohol, sports
need for power: controll environment
fancy cars, loud speakers
need for uniqueness: individuality
perfumes, certain clothing
luxury
need for affiliation (zugehörigkeit): be in a group
alcohol, sports
need for power: controll environment
fancy cars, loud speakers
need for uniqueness: individuality
perfumes, certain clothing
Involvement (def + areas)
a persons perceived relevance
with ads, products + purchase desicions
with ads, products + purchase desicions
level of involvement
intertia:
lack of interest
desicion out of habit
no motivation to consider alternatives
FLOW: (flow state)
obsession
great meaning
optimal experience
playfulness
being in control
lack of interest
desicion out of habit
no motivation to consider alternatives
FLOW: (flow state)
obsession
great meaning
optimal experience
playfulness
being in control
how to increase motivation to process information?
(5 methods)
(5 methods)
- use celebrities
- provide values customers appreciate
- appeal to hedonic needs
- use novel stimuli (unusual elements, sudden silence...)
- use prominent stimuli (loud music, fast action
- provide values customers appreciate
- appeal to hedonic needs
- use novel stimuli (unusual elements, sudden silence...)
- use prominent stimuli (loud music, fast action
Values (link to cobe, and why?)
belief of something being preferable to something else
link to cobe:
cultural values
consumptions-specific
product-specific
why:
essential to learn about other cultures
future growth in foreign markets
question if focus on standartized or localized strategies
link to cobe:
cultural values
consumptions-specific
product-specific
why:
essential to learn about other cultures
future growth in foreign markets
question if focus on standartized or localized strategies
the Self-Concept
beliefs a person holds about his attributes and how he evaluates these qualities
help guide many purchase decisions
inner private self & outer pulic self
actual self vs. ideal self
try to fill gap
help guide many purchase decisions
inner private self & outer pulic self
actual self vs. ideal self
try to fill gap
the extended self
self defined by objects
individual level: clothes, daily used-products
family level: house, furniture
community level: where do you live
group level: ascociated with certain ppl demonstrated value in society (sport teams, landmarks, monuments)
individual level: clothes, daily used-products
family level: house, furniture
community level: where do you live
group level: ascociated with certain ppl demonstrated value in society (sport teams, landmarks, monuments)
female sex roles
Megan: low income, stylish, tech-savvy
Allison: Educated, middle income, career-minded, sophisticated
Elizabeth: intelligent, spontaneous, rich career woman, who likes travel fitness and career
Allison: Educated, middle income, career-minded, sophisticated
Elizabeth: intelligent, spontaneous, rich career woman, who likes travel fitness and career
male sex roles
breadwinner: focused on success, looks for respectability, wants material sucess, achievements
rebel: rebellion, independence, adventure, potency
man-of-action hero: sythesis of the before mentioned
rebel: rebellion, independence, adventure, potency
man-of-action hero: sythesis of the before mentioned
Brand personality
set of characteristics of a product, used like it would be a person
- change over time
creation and communication of a strong brand personality creates competitive advantage
- change over time
creation and communication of a strong brand personality creates competitive advantage
male sex roles
breadwinner: focused on success, looks for respectability, wants material sucess, achievements
rebel: rebellion, independence, adventure, potency
man-of-action hero: sythesis of the before mentioned
rebel: rebellion, independence, adventure, potency
man-of-action hero: sythesis of the before mentioned
the Self-Concept
beliefs a person holds about his attributes and how he evaluates these qualities
help guide many purchase decisions
inner private self & outer pulic self
actual self vs. ideal self
try to fill gap
help guide many purchase decisions
inner private self & outer pulic self
actual self vs. ideal self
try to fill gap
psychographics
demographics shows who buys
psychographics show WHY!
ppl can be grouped to 3 categories
- interests
- attitudes
- opinions
psychographics show WHY!
ppl can be grouped to 3 categories
- interests
- attitudes
- opinions
why use psychographic data?
- define target market
- create new view of market
- position product
- better communication
- develop overall strategy
- create new view of market
- position product
- better communication
- develop overall strategy
perspectives on desicion making
rational perspective is the general assumption
if it is required it is used
maybe impulsive shopping, purchase momentum, even by more since allready started
if it is required it is used
maybe impulsive shopping, purchase momentum, even by more since allready started
Problem recognition
gap between current state and desired state
of difference is significant - then problem recognition
3 stages
no problem: acutual stage is ok, ideal is a little bit higher
opportunity recognition: big gap between actual and ideal (buy a car
need recognition: actual state decreases, (car running out of petrol)
of difference is significant - then problem recognition
3 stages
no problem: acutual stage is ok, ideal is a little bit higher
opportunity recognition: big gap between actual and ideal (buy a car
need recognition: actual state decreases, (car running out of petrol)
information search
pre-purchase search
on-going search
internal and external search
directed learning (previous experience)
incidental learning (accidental)
on-going search
internal and external search
directed learning (previous experience)
incidental learning (accidental)
perceived risk
purchase decisions with extensive research come along with perceived risk / belief that the product as negeate consequences:
-monetary risk
-functional risk
-physical risk
-social risk (how person is perceived by souroundings)
-psychological risk (self-respect, self-perception)
-monetary risk
-functional risk
-physical risk
-social risk (how person is perceived by souroundings)
-psychological risk (self-respect, self-perception)
evaluation of alternatives (evoked set, categorization), how to strategically apply categorization
evoked set: products in memory, used before and famous ones
levels of categorization:
strategic implication of categorization:
positioning
identify competitors
locate products (will people find our product)
levels of categorization:
strategic implication of categorization:
positioning
identify competitors
locate products (will people find our product)
product choice (How made)
choice made among the
-evaluation criteria
-determinant attribute - help customer, convince about with is the determinant attribute
Heuristics
mental shortcuts
market beliefs
-evaluation criteria
-determinant attribute - help customer, convince about with is the determinant attribute
Heuristics
mental shortcuts
market beliefs
queuing theory
study of waiting in lines
people tend to think the product is good if people wait in line, they also get quickly annoyed
(more in western cultures)
people tend to think the product is good if people wait in line, they also get quickly annoyed
(more in western cultures)
point-of-purchase stimuli (POP)
Product display or demonstration, coupon-dispensing machine, or an employee how gives out free samples
expectancy disconfirmation model
belief of product performance (certain quality-expectation) based on gained experience or word-of-mouth
total quality management
set of mgmt and engeneering procedures in order to reduce errors and increase quality
supermarket psychology
design-technique of supermarkets - shop more than basic needs
colors and music influence moods
green = fresh, blue=trust
most important products on eye-level
slotting fees - payed positioning on front of the aisle
scarcity creates perceived value
basic needs are hard to find, because they will be sold no matter what, lots of distraction
colors and music influence moods
green = fresh, blue=trust
most important products on eye-level
slotting fees - payed positioning on front of the aisle
scarcity creates perceived value
basic needs are hard to find, because they will be sold no matter what, lots of distraction
reference groups (def)
actual or imaginary individual or group having significant relevance on others evaluation and behaviour
influence by reference groups
informational knowledge
utilitarian sourroundings, what do others do?
value-expressive having a certain image, how do you want to be seen
high complexity and risk leed to high influence trough refernce groups
utilitarian sourroundings, what do others do?
value-expressive having a certain image, how do you want to be seen
high complexity and risk leed to high influence trough refernce groups
Types of power of reference groups
referent power: power by having a role models character
information power
legitimate power: authorities, law, social system
Expert power: power through expertise
reward power: power of being honored, accepted, even tangible rewards
coercive power: social / physical power (Zwang)
information power
legitimate power: authorities, law, social system
Expert power: power through expertise
reward power: power of being honored, accepted, even tangible rewards
coercive power: social / physical power (Zwang)
how are you influenced by reference groups
normative influence: norms and values , leads us to adopt, (parents)
comparative influence: we compare ourselves to a group, the closer we are, the bigger their influence
comparative influence: we compare ourselves to a group, the closer we are, the bigger their influence
brand communities
group of people sharing common intrerst in a product
Community events
collective value creation
consumer tribe
Community events
collective value creation
consumer tribe
aspirational reference groups
you are unknown...
groups we look up to, we wanna be in this group
(firms using athletes to represent product..)
groups we look up to, we wanna be in this group
(firms using athletes to represent product..)
membership reference groups
you are known..
physical nearness
exposure - see each other often
group cohesiveness
physical nearness
exposure - see each other often
group cohesiveness
act in groups (effects)
- de-individualization
- social loafing (someone else will do it)
+ shared responsibilities
+ clear yes or no in groups
bandwagon effect: following leader
- social loafing (someone else will do it)
+ shared responsibilities
+ clear yes or no in groups
bandwagon effect: following leader
group conformity (why?)
cultural pressure
fear of deviance (abweichung)
commitment
group is unanimous (einstimmig)
susceptibility (anfälligkeit) to interpersonal influence
fear of deviance (abweichung)
commitment
group is unanimous (einstimmig)
susceptibility (anfälligkeit) to interpersonal influence
characteristics of opinion leaders
-innovators
-early and innovative communicators
-socially active
-appear conscious and narcissistic
-well-informed
-opinion seekers
-early and innovative communicators
-socially active
-appear conscious and narcissistic
-well-informed
-opinion seekers
word-of-mouth communication, + why used (3 reasons)
information about products transmitted from individual to individual
-considered reliable and trustworthy
-very powerfull, especially if consumer is not familiar with product category
why used?
-involvement in product
-knowledge about product
-concerne about product - warn
negagive WOM is more powerful then positive WOM
-considered reliable and trustworthy
-very powerfull, especially if consumer is not familiar with product category
why used?
-involvement in product
-knowledge about product
-concerne about product - warn
negagive WOM is more powerful then positive WOM
viral marketing
spread via pre-existing social networks
self-replicating
form: WOM, videos, games, images, text messages...
goal: need of being appealing
spread in short period of time
self-replicating
form: WOM, videos, games, images, text messages...
goal: need of being appealing
spread in short period of time
household decision making roles
initiator - starts discussion
gatekeeper handles money and information
influencer i. e. kids
buyer
user
gatekeeper handles money and information
influencer i. e. kids
buyer
user
today's family
less and later marriage
more breakups
more one-adult households
smaller families
more breakups
more one-adult households
smaller families
kids as decision-makers
consumers in training
primary market
influence market
future market
primary market
influence market
future market
consumer socialisation
the process by which young people acquire skills, knowledge and attitudes relevant to their functioning in the marketplace
sources:
Family (authoritarian, disregardfull (vernachläsigend), soft/yielding/indulgent
Media (TV / Web as electronic babysitters)
sources:
Family (authoritarian, disregardfull (vernachläsigend), soft/yielding/indulgent
Media (TV / Web as electronic babysitters)
5 steps of becoming a consumer
1. observing
2. making requests
3. making selections
4. making assisted purchases
5. making independent purchases
2. making requests
3. making selections
4. making assisted purchases
5. making independent purchases
social class
defines consumer spending and economic behaviour
there is desire to state the social class or the desired one
it also defines the attitude towards money
variables:
income, family background, occupation
status can be earned/achieved or inherited/ascribed
there is desire to state the social class or the desired one
it also defines the attitude towards money
variables:
income, family background, occupation
status can be earned/achieved or inherited/ascribed
social class categories, about cobe
Crash Dieters
26% of population, cutout non-essential spending
Scrimpers
13%, lower expectations, go for lower brands
Abstainers
15%, buying big purchases on credit and paying later
Balancers
9%, willing to switch categories, microwave instead of a fridge
Treaters
12% , have hard time budgeting the money
Justifiers
12%, willing to spend, but has to be justified (they have the money)
Ostriches
9%, don’t buy anything
Vultures
4%, look for bargains (best option in the market), have money
26% of population, cutout non-essential spending
Scrimpers
13%, lower expectations, go for lower brands
Abstainers
15%, buying big purchases on credit and paying later
Balancers
9%, willing to switch categories, microwave instead of a fridge
Treaters
12% , have hard time budgeting the money
Justifiers
12%, willing to spend, but has to be justified (they have the money)
Ostriches
9%, don’t buy anything
Vultures
4%, look for bargains (best option in the market), have money
mobility in status
vertical mobility - from ascribed to achieved status
horizontal mobility - relocation (place a to place b)
horizontal mobility - relocation (place a to place b)
lifestyles (def)
pattern of consumption
how to spend leisure time, how to spend disposable income
products are building blocks of lifestyles, can create community amoung product users
how to spend leisure time, how to spend disposable income
products are building blocks of lifestyles, can create community amoung product users
Subcultures
melting pot
consumers belong to many different subcultures based on
age - race - ethnic background - residence
this has strong influences on consumption patterns
consumers belong to many different subcultures based on
age - race - ethnic background - residence
this has strong influences on consumption patterns
mircoculture
subculture based on the identification with a certain lifestyle
comes with its own unique set of norms, vocabulary, product preferences
comes with its own unique set of norms, vocabulary, product preferences
ethnic and racial subcultures
subculture of tied togehter ppl based on common cultural and/or genetic ties
should always be considered for marketing
should always be considered for marketing
high/ low context
high context: relational, collective thinking, cooperative, teamwork, long-term relationsships, traditions,
low-context: competitive, task-oriented, short-term, change over traditions
de-ethnicisation
process of a product associated with a specific ethnic group is taken and marketed to another ethnic group:
sushi, mc-donalds, pizza/pasta
sushi, mc-donalds, pizza/pasta
acculturation
Process of movement and adaptation to one country's cultural environment by a person from another country
progressive learning model
how people adopt to new culture
-the faster the more exposed to it
-mix old and new culture
ppl who have strong ethnic identification:
- negative attitude for new culutre
- media in native language
- loyal to certain brands
- most time prestige brands
- buy brands that advertise to their ethnic group
-the faster the more exposed to it
-mix old and new culture
ppl who have strong ethnic identification:
- negative attitude for new culutre
- media in native language
- loyal to certain brands
- most time prestige brands
- buy brands that advertise to their ethnic group
religious subcultures
influence on food, attitudes on sexuality, birth rates, household form, income, consumption in general
diffusion of innovations
process of a new product/service/idea spreads through a population
requirment for sucessful adoption of new product
compatibility
trialability (testbarkeit)
complex
observable
relative advantage
trialability (testbarkeit)
complex
observable
relative advantage
tendencies
environmental consumerism
- recycling, Corporate responsability
political consumerism
- boycotts
global marketing
- further exporting western lifestyle
- recycling, Corporate responsability
political consumerism
- boycotts
global marketing
- further exporting western lifestyle
Kartensatzinfo:
Autor: CoboCards-User
Oberthema: HTW Consumer Behaviour
Thema: Marketing
Schule / Uni: HTW Chur
Ort: Chur
Veröffentlicht: 17.01.2015
Schlagwörter Karten:
Alle Karten (81)
keine Schlagwörter
