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Consumer Buying Behaviour (Social influences (Roles (Actions and…
Consumer Buying Behaviour
The decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes
Consumer Buying Process
1. Problem Recognition
Buyer becomes aware of a difference between a desired state and an actual condition
2. Information Search
Internal search
Buyers search their memories for product information and if they can't, they perform an external search
External search
Buyers seek info from outside source
May focus on communication with friends or relatives
Can involve comparison between brands
3. Evaluation of alternatives
Evoked set
a group of brands viewed as alternatives
Consumers assign greater value over brands they have heard of before over those they haven't
Evaluative criteria
Buyer evaluates characteristics that are important to them - size, weight, price
4. Purchase
Chooses product or brand, seller and negotiates terms of transaction
5. Post purchase evluation
After purchase, the buyer evaluate the product
Does its actual performance meet expected levels?
Cognitive dissonance
A buyer's doubts shortly after a purchase about whether the decision was the right one
Consumer Involvement
High Involvement
Products that are visible to others and are expensive
Low Involvement
Products that tend to be less expensive and have less associated social risk
Consumer problem solving
Routinised response behaviour
Used when purchasing regular low cost items
require little little search and decision making
Impulse buying
Unplanned buying behaviour that doesn't use problem solving
Limited problem solving
Used for purchasing occasional products or when they need information about unfamiliar products or brands
moderate search effort, medium time spent problem solving
Extended problem solving
Used to purchase unfamiliar, expensive or infrequent purchased products
extensive search effort, lengthy problem solving
Factors that influence consumer buying decisions
Situational
Influences results from the circumstances, time and location that affect the consumer buying decision process
Physical surroundings
Social surroundings
Consumers' mood
Purchase reason
Time dimension
Psychological
Factors that in part determine people's general behaviour, thus influencing their behaviour as a consumer
Perception
The process of selecting, organising and interpreting info inputs to produce meaning
3 steps of perception process
1.Selective exposure
Receiving some inputs while ignoring others
Selective distortion
Changing information when inconsistent with personal feelings or beliefs
Learning
Changes in an individual's thought processes and behaviour caused by information and experience
Attitudes
An individual enduring evaluation of , feelings about and behavioural tendencies toward an object or idea
3 major components
Cognitive: knowledge and info
Affective: feelings and emotions
Behavioural: actions regarding the object or idea
Motives
Internal energising fore that directs a person's behaviour toward satisfying needs or achieving goals
Self-concept
View of one's self
Lifestyle
Individual's pattern of living expressed through activities, interests and opinions
Social
The forces other people exert on one's buying behaviour
Social influences
Roles
Actions and responsibilities of the consumer
Family influences
Reference groups
Membership
Aspirational
Dissociative
Opinion group
Digital networks, magazines, reviews
Culture
Influences that permeate daily life
Sub-culture
Groups that have similar behaviours
Consumer behaviour in digital era
Power transfer to consumers
Online promotion
Consumer generated content