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Buyer Behaviour (LO5- 8: Factors that affect the consumer decision making…
Buyer Behaviour
LO5- 8: Factors that affect the consumer decision making process
Cultural factors
Subculture
Social class
Culture
Pervaisve
FUnctional
Leaned
Dynamic
Different
Social factors
Reference groups
Opinion leaders
Family
Socialisation process
Individual factors
Gender
Family life-cycle stage
Personality, self-concept and lifestyle
Age
Psychological factors
Perception
Motivation
Maslow's hierarchy of needs
Psychological needs
Safety needs
Social needs
Esteem needs
Self-actualisation needs
Learning beliefs and attitudes
Selective exposure
LO1: Why should marketing managers understand consumer behaviour?
Defining a target market
Reduce marketing managers' uncertainty
Designing a marketing mix
LO3: The consumer's post-purchase evaluation process
Influences on consumers:
Pre-purchase expectations
Pre-purchase information search
Consumer's general level of self-confidence
Cognitive dissonance
Seeking positive reinforcement
Avoiding negative information
Reduced by:
Sending post-purchase thank you's
Displaying product superiority in ads
Offering guarantees
LO4: Buying decisions and their connection to consumer involvement
Factors that affect the level of consumer involvement
Previous experience
Interest
Perceived risk of negative consequences
Situation
Social viability
Continuum of consumer buying decisions
Routine response behaviour
Low involvement
Short decision making time
Low cost
Internal information search
Only one alternative
Limited decision making
Low to moderate involvement
Short to moderate decision making time
Low to moderate cost
Mostly internal information search
Few alternatives
Extensive decision making
High involvement
Long decision making time
Internal and external information search
Many alternatives
High cost
LO2: Components of the consumer decision-making process
Steps to the consumer decision making process
Need recognition
A current product is not performing adequately
The consumer is about to run out of something
A product appears superior to the one they currently posses
Stimulus/Want/Need
Information search
Internal information search
External information search
Factors that affect the level of perceived risk
Product experience
Knowledge
Confidence
Interest in outcome
Evoked set (consideration)
Information source
Marketing controlled
Non-marketing control
Purchase
Evoked set, alternative purchase
Post-purchase behaviour
Cognitive dissonance (LO3)
Continuum of consumer buying decisions (LO4)
Evaluation of alternatives
All potential alternatives (brands, products)
Unawareness set
Awareness set
Evoked set (considered)
Alternatives considered but not purchased
Alternative purchased
Inert set (back-up)
Inept set (avoided)