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Topic 4 Consumer Markets and Buyer Behaviour - Coggle Diagram
Topic 4 Consumer Markets and Buyer Behaviour
Consumer Markets and Buyer Behaviours
Consumer buyer behaviour:
is the buying behaviour of final consumers
Consumer markets:
made up of all individuals and bouseholds that
buy goods and services for personal consumption.
Characteristics Affeting
Consumer Behaviour
Cultural Factors
Culture is the set of basic values, perceptions, wants and behaviours learned by members of society
Groups and Social Networks
Reference group
Opinion leaders
Word-of-mouth influence
Influencer marketing
Online social networks
Social factor
Family
is the most important consumer-buying organization in society
Role and status
can be defined by a person’s position in a group.
Personal Factors
Occupation
Age and Life Stage
Economic
Lifestyle
Personality
Brand Personality
is the specific mix of human traits that may be attributed to a particular brand.
Psychologial Factors
Motivation
Perception
Learning
Beliefs and attitudes
Perception
is the process by which people select, organize, and interpret information
Perceptual Processes
Selective attention
Selective distortion
Selective retention
Learning
:
is the change in an individual’s behavior arising from experience and occurs through the interplay of:
Drives
Stimuli
Cues
Responses
Reinforcement
Belief
based on
knowledge
opinion
Faith
Types of Buying
Decision Behaviour
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying behavior
The Buyer
Decision Process
Need Recognition
Internal Stimuli
External Stimuli
Information Search
Sources of information:
Personal sources
Commercial sources
Public sources
Experiential sources
Evaluation of Alternvatives
Alternative evaluation
the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands
Purchase Decision
buyer’s decision about which brand to purchase.
Purchase intention may not be the purchase decision due to:
Attitudes of others
Unexpected situational factors
Postpurchase behavior
is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.
Cognitive dissonance
-is buyer discomfort caused by postpurchase conflict.
The Buyer Decision
Process for New Products
adoption process
is the mental process an individual goes
through from first learning about
an innovation to final regular use.
Stage in adoption process
Awareness
Interest
Evaluation
Trial
Adoption
Individual Differences in Innovativeness
Innovators
Early Adopters
Early Mainstream
Late Mainstream
Lagging Adopters
Analyzing and Using
Marketing Information
Influence of Product Characteristics on Rate of Adoption
Relative advantage
Compatibility
Complexity
Trailiability
Observability