CH+4+Consumer+Behaviour

Michael Chieng Chris Gray kelsey vansickle Aisha Hudson

__ Consumer Behavior __ Consumer Behavior= refers to buyer behavior of individual customer Personal determants= in balance between consumers actual and desired states Culture= values,beliefs, preferences and tastes handed down from one generation to the next in society. Self-concept theory= persons views of herself play role in purchasing behavior Importance of the study of consumer behavior to marketers is that if marketers understand consumers behaviors they can offer them the right products to the consumers who want them Kurt Lewin- proposed that behavior is the function of the interactions of personal influences and pressures exerted by outside environmental forces Interpersonal determinants of consumer behavior- cultural, social and family influences Microculture= group within a culture that has its own distinct mode of behavior Asch phenomenon = personal determinants of consumer behavior are needs and motives, perceptions, attitudes, learning and self- concept theory. Abraham Maslow- physiological, safety, social/belongingness, esteem and self actualization Perception vs learning Perception- the meaning that a person attributes to incoming stimuli Learning- refers to immediate or expected changes in behviour as a result of experience High involvement decisions- high levels of potential social or economic consequences ( selecting cell phone service provider) Low involvement- pose little financial, social or emotional risk ( deciding where you will go for coffee) Consumer decision process- 1)problem or oppurtinity recognition 2)search 3)alternative evaluation 4)purchase decision 5)purchase act 6)post-purchase evaluation Evoked set= number of alternatives that a consumer actually considers in making a purchase decision Evaluative criteria= the features that a consumer considers in choosing among alternatives

__Consumer behavior__- consumers+ organizations (selection/purchase) =Important to marketers because they will be able to offer the right products to consumers who want them. -__cultural influences__= values, beliefs, preferences- __micro cultures__= group culture that has own distinct mode of behavior. -__social influences__= friends, family etc. __Norms__=attitudes, status, roles, __Asch phenomenon__= characteristics of individual behavior -__reference groups__= value structures/ standards 1. Purchased product must be seen 2. Something new - __social class & opinion leaders__ = trend setters (make own purchase decisions) -__family influences__ 1. Autonomic role= couple pay ½ and ½ 2. Husband dominant role= husband buys. 3. Wife dominant= wife buys. 4. Syncratic role= share -__Needs and Motives.__ N= desired states, M= goal to satisfy need, which are physiological, safety, social/ belongingness, esteem, self actualization __-Perception__= 5 senses- attitudes, learning, self concept. Learning= immediate or expected changes in behavior as a result of experience. -__High-involvement__= high levels of potential social or economic consequences, such as selecting an internet service provider (because it effects u long term) Low-involvement= decisions pose little financial, social, or emotional risk to the buyer, such as a newspaper or liter of milk (don’t effect u long term) -__Consumer Decision process__ consists of recognizing a problem or opportunity, searching for information and things to help u understand the problem or opportunity, evaluating your alternatives, purchase decision between stores or sellers, making the actual purchase, and post purchase evaluation (did it cause cognitive dissonance?) -__Evoked set__ is when the number of alternatives that a consumer considers in making a decision about a purchase. -__Evaluative criteria__ are the features that consumers consider in choosing amoung alternatives. - __routinized response behavior__= repeated purchase of the same brand or limited group of products

· __ Customer behavior __ - mental and physical activities that occur during selection and purchase of a product · __ Consumer behavior __ - mental and physical activities of individuals who actually use the purchased goods and services · __ Cultures __ - values, beliefs, preferences and tastes handed down from ones generation to the next in a society · __ Reference groups __ - people or institutions whose opinions are values and to whom a person looks for guidance in his or her own behavior, values, and conduct. · __ Opinion leaders __ - trendsetters who purchase new products before others in a group and then influence others in their purchase. · __ Needs- __ imbalance between consumer’s actual and desired states · __ Motive- __ inner state that directs a person towards the goal of satisfying a need · __ Perception- __ meaning that a person attributes to incoming stimuli gathered through the 5 senses · __ Attitudes- __ a person’s enduring favorable or unfavorable evaluations, emotions, or action tendencies towards some object or idea · __ Learning- __ knowledge or skill that is acquired as a result of experience, which changes consumer behavior · __ Self-concept- __ a person’s multifaceted picture of themselves · __ Evoked set- __ number of alternatives that a consumer actually considers in making a purchasing decision · __ Evaluation criteria __ -Features that a consumer considers in choosing among alternatives · __ Cognitive dissonance- __ imbalance between beliefs and attitudes that occur after an action or decision is taken. · __ Routinized response behavior- __ Rapid consumer problem solving in which no new info is considered; the consumer has already evaluative criteria and identified available options. · __ Limited problem solving- __ situation in which the consumer invests little amount of time and energy in searching for evaluation · __ Extended problem solving- __ situation that involves lengthy external searches and long deliberation; results when brands are difficult to categorize or evaluate.

1)problem or oppurtinity recognition 2)search 3)alternative evaluation 4)purchase decision 5)purchase act 6)post-purchase evaluation
 * Consumer Behavior**- The buyer behavior of individual consumers. This behavior influences marketing decisions.
 * Interpersonal Determinants of Consumer Behavior**- There are three influences in consumer behavior. Cultural, Social, and Family.
 * High-Involvement Purchases**- Purchases with high level of potential social or economic consequences.
 * Low-Involvement Purchases**- Routine purchases that pose little risk to the consumer.
 * Consumer Decision Process**- The consumer decision process involves six:
 * Routinized Response Behavior**- Repeat purchases made of the same brand or limited group of items.
 * Limited Problem Solving**- A consumer has a pre-set criteria for a purchase but then is exposed to a new product or model.
 * Extended Problem Solving**- When brands are difficult to categorize or evalutate.