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Consumer Psychology and buying behaviour ((Consumer psychology ((Key…
Consumer Psychology and buying behaviour
Consumer psychology
Key psychological processes
Ways of converting customers
Highlight strengths by admitting shortcomings.
Use urgency the smart way
Make their brain light up instantly
Understand 3 buyer types.
Average buyers
Tightwads
Spendthrifts
Make an enemy
Embrace the power of labels.
Stand for something
Devil's advocate
Keep them on their toes.
Help customers breakthrough "Action Paralysis by Setting minimums"
Dimensions of consumers valuing products
Experience : Feeling
Symbolism : what it says
Utility : uses
How it helps consumer business...?
Ordinary everyday lives and activities.
How they think feel & act.
Ways how customers value products & services.
designing experiments to test product concepts and enable
consumers themselves to innovate.
Fundamental drives which underpin consumer bahaviour
Terms
Consumer
Person who consumes - Purchaser of goods and services.
Consumer psychology
Study of how people relate to the products & services they purchase/use.
Psychology
Science of behaviour and mental processes
Consumer behaviour
Buying roles
Who influence :Influencer
Who decides to buy :Decider
Who 1st gives the idea of buying :Initiator
Who makes actual purchase :Buyer
User of the product :User
Customer experience
Rational ties
Intended behaviour
Current behaviour
Emotional ties
Definitions
Consumer personality
Consumer bahaviour
Five stage model
Information search
INTERNAL INFORMATION : already present in consumer's memory
EXTERNAL INFORMATION : received from outside
Evaluation of alternatives
Purchase decision
Problem definition
Post purchase behavior
Situational
Time
Purchase decision
Social surroundings
Buyer's mood & condition
Psychological surroundings
Psychologiclal
Learning
Attitudes
Motives
Personality & self-concept
Perception
Lifestyles
Social
Reference groups
Opinion leaders
Family
Social classes
Roles
Culture & sub cultures
Why learn it?
Product/service decisions
Pricing decisions
Positioning
Distribution decisions
Target market selection
Promotion decisions
Market segmentation
Factors influence
Psychological
Personal
Social
Cultural
Types of buying decision behavior
