Consumer pshycology & Buying behavior
Consumer pshycology
03 dimensions along which consumers value product & services
Experience
Symbolism
Utility
10 ways to convert more customers
Understand the 03 types of buyers
Highlight strengths by admitting shortcomings
Embrace the power of labels
Use urgency the smart way
Help customers break through "Action paralysis" by setting minimums
Make their brain light up 'instantly'
Make an enemy
Stand for something
Devil's advocate
Keep em on their toes
Ways in which psycology help consumer businesses innovate
By understanding the ordinary everyday lives & activities of consumers
By understanding how different types of consumers think, feel & act
By understanding the different ways in which consumers value product & services
By designing experiments to test product concepts & enable consumers themselves to innovate
By understanding the fundamental human drives which underpin consumer behaviour
Consumer behavior
Marketing applications of consumer behavior
The customer experience
Product or service decisions
Pricing decisions
Positioning
Distribution decisions
Target market selection
Promotion decisions
Marketing segmentation
Emotional ties
Intended behavior
Rational ties
Current behavior
The buying roles
Initiator
Influencer
Decider
Buyer
User
Consumer buying decision behavior
Factors influencing consumer buying behavior
Social
Personal
Cultural
Psycoloigical
Possible influences on the process
Situational influence
Social influence
Psychological influence
5 stage model (process)
Post-purchase behavior
Purchase decision
Need recognition/problem recognition
Evaluation of alternatives
Information search
Types of buying decision behavior
Variety-seeking behavior
Dissonance-reducing buying behavior
Complex buying behavior
Habitual buying behavior