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MARKETING - TOPIC D(C) (buying roles (decider (the one with power&…
MARKETING - TOPIC D(C)
types of buying decision behaviour
dissonance-reducing buying behaviour
not much difference between brands
risky/infrequent/may involve dissonance -ex paint
high involvement
habitual buying behaviour
not much difference between brands
habit/regular/little thought&involvement -ex toilet paper
low involvement
complex buying behaviour
expensive/risky/not purchased frequently -ex mobile
significant differences between brands
high involvement
variety-seeking buying behaviour
significant differences between brands
no brand loyalty-ex cookies
low involvement
buying roles
decider
the one with power& financial authority to make final decision
4th step
decides on whether/ what/why/when/ &how to buy
buyer
one who makes actual transaction
2nd part of 4th step
influencer
persuade others into choosing one product over another
use info gathered in steps 2&3
user
person/s who make use of the product bought
initiator
begins to consider idea of buying product
1st&2nd steps of buying process
consumer buyer decision process
evaluation of alternatives
evaluate criteria evoked
purchase decision &act of purchasing
intention->act
unexpected factors-ex change of mind
pester power-child influence
husband/wife dominated/ joint/individual
information search
internal memory search
external sources
advice from others
opinion leaders
public sources like reviews
commercial sources like adverts
social media/sales people
experiment by using the product themselves
info about prices/locations/ neighbourhoods/etc
post purchase behaviour
satisfaction/ dissatisfaction-> customer loyalty &retention
post-purchase cognitive dissonance
need recognition
internal/external trigger
characteristics affecting consumer buying behaviour
social
social class
income
wealth
job profession
personal
demographics
race
cultural
physical differences
occupation
clothes
holidays
gender
biologically
value different things
education
age
priorities change
requirements
personality&self-concept
personality types
introvert
extrovert
competitive (etc)
brand personality
self-concept=self-image
example Dove
economic situation
of the country
inflation
recession
lifestyle
pattern of living
AIOs-activities, interests,opinions
ex Red Bull/Lavazza
cultural
adapt to different cultures
sub-cultures
influences
music
beliefs
language
dress
food
psychological
perception
mental process of selecting,organising &interpreting info to produce meaning
selective perception
selective distortion-interpretation
selective retention- rem only certain types of info
learning
cognitive learning
classic conditioning
positive/negative reinforcement
motivation
Maslow's hierarchy of needs
beliefs&attitudes
temporary forces
physical surroundings
physical evidence/ music/lighting
social surroundings
time
season/time of day
mood
shopping therapy