Chapter 3 ‘Analysing Consumer Markets’ in Kotler et al. (2022). Marketing management (16 ed.). Boston: Pearson.

Consumer behaviour

The study of how individuals, groups, and organizations select, buy, use, and dispose of products, services, ideas, or experiences to satisfy needs and wants.

Key components of the model of consumer behaviour

Stimuli (marketing & environment), consumer characteristics, psychological processes, and buyer responses.

Cultural factors influencing consumer behaviour

Culture, subculture, and social class - they shape values, preferences, and behaviour.

Social influences affecting consumer decisions

Reference groups, family (orientation/procreation), roles, and status.

Five stages of the buying decision process

1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post-purchase behaviour

Maslow's Hierarchy of Needs

A motivational theory ranging from physiological to self-actualization needs.

Expectancy-value model

A model where consumers form attitudes by multiplying beliefs about product attributes by the importance of those attributes.

Decision sets in consumer behaviour

Total Set → Awareness Set → Consideration Set → Choice Set → Decision

Heuristic used in buying

"Higher price = better quality" is a common heuristic used under low involvement.

Role of perception in marketing

Influences how consumers interpret and respond to ads; includes selective attention, distortion, and retention.

Effects of emotions on consumer behaviour

They drive spontaneous and subconscious responses; emotional branding builds loyalty (e.g., Hallmark, Ray-Ban).

Factors influencing post-purchase behaviour

Satisfaction, dissonance, and word-of-mouth based on the gap between expectations and performance.