Marketing

Week 2

Consumer Behaviour

Consumer buyer behaviour refers to how individuals and households make decisions about buying, using, and disposing of products and services for personal use. It includes the factors that influence these decisions, which marketers try to affect through promotion.

Consumer Roles in the Buying Process

Initiator - Person who recognises the problem/need

Influencer - Person whose opinions/advice impacts on choices.

Decider - Person who makes the final choice and buying decision.

Buyer - Person who completes the actual transaction.

User - Person who consumes or uses the product or service.

Internal and External Factors influencing the purchase decision

Internal -

• individual influences

• psychological influences

External -

• cultural influences

• social influences

The 5 Staged in The Consumer Decision-Making Process

Stage 1: Need Recognition

Stage 2: Information Search

Stage 3: Evaluation of Alternatives

Stage 4: Purchase decision

Stage 5: Post-purchase evaluation

Continuum of consumer buying decisions

Value

Utilitarian Value - Derived from a product or service that helps the consumer solve problems and accomplish tasks – a means to an end.

Hedonic Value - An end in itself rather than a means to an end. The purchase tends to give us good feelings, happiness and satisfaction.

Information Search

Internal - the process of recalling information stored in the memory

External - The process of seeking information in the outside environment

Information Source

Non-Marketing Control - A product information source that is not associated with advertising or promotion

Marketing Control - A product information source that originates with marketers promoting the product