MARK101 Week 4 Thursday - Consumer Behaviour Notes

MARK101 Week 4 Thursday - Consumer Behaviour

Lecture Outline

  • Recap: Model of buyer behaviour

  • Buyer characteristics

  • Key Takeaways

Buyer Behaviour Model

  • Environment

    • Marketing stimuli: Product, price, place, promotion.

    • Other: Economic, technological, social, cultural.

  • Buyer's Black Box: Buyer's characteristics and decision process.

  • Buyer Responses: Buying attitudes and preferences, purchase behaviour (what the buyer buys, when, where, and how much), brand engagements and relationships.

  • Figure 5.1 Model of buyer behaviour

Factors Influencing Consumer Behaviour

  • Cultural: Culture, subculture, social class.

  • Social: Groups and social networks, family, roles and status.

  • Personal: Age and life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept.

  • Psychological: Motivation, perception, learning, beliefs and attitudes.

  • Figure 5.2 Factors influencing consumer behaviour

Characteristics Affecting Consumer Behaviour

  • Consumer purchases are strongly influenced by:

    • Psychological characteristics (cognitive influences).

    • Personal characteristics (individual factors).

    • Social characteristics (interactions with others).

    • Cultural characteristics (shared values, beliefs, and norms).

  • Marketers can't control these factors but must consider them.

Cultural Factors

  • Culture: Basic values, perceptions, wants, and behaviours learned from family and institutions.

  • Subculture: Groups with shared value systems based on common life experiences.

  • Social Class: Relatively permanent divisions in a society with similar values, interests, and behaviours.

Social Factors

  • Groups influencing behaviour:

    • Membership groups.

    • Aspirational groups.

    • Opinion leaders.

    • Online social networks.

  • Cricket Australia's #WatchMe campaign: Used aspirational group to promote ticket sales.

Family

  • Children can have a strong influence on family buying decisions.

Roles in Family Decision Making

  • Influencer: Provides information and opinions.

  • Gatekeeper: Controls the flow of information.

  • Decider: Makes the final purchasing decision.

  • Buyer: Makes the actual purchase.

  • Preparer: Prepares the product for use.

  • User: Consumes or uses the product.

  • Maintainer: Maintains or repairs the product.

  • Disposer: Disposes of the product or its packaging.

Personal Factors

  • Buyers' decisions are influenced by personal characteristics:

    • Age and life-cycle stage.

    • Occupation.

    • Education.

    • Economic situation.

    • Lifestyle.

    • Personality.

    • Self-concept.

Personality

  • Personality is the unique psychological characteristics that distinguish a person or group.

Psychological Factors

  • Motivation.

  • Perception.

  • Learning.

  • Beliefs and Attitudes.

Motivation

  • Motive (drive): A need that is sufficiently pressing to direct a person to seek satisfaction.

  • Theories of motivation: Sigmund Freud and Abraham Maslow.

  • Motivation research: Qualitative research to probe consumers’ hidden, subconscious motivations.

Perception

  • Perception is the process by which people select, organise, and interpret information to form a meaningful picture of the world.

  • Perceptual processes:

    • Selective attention.

    • Selective distortion.

    • Selective retention.

Learning

  • Learning refers to the changes in an individual's behaviour arising from experience.

  • Learning theory: Occurs through the interplay of drives, stimuli, cues, responses, and reinforcement.

  • Example: Rewarding experience with a Nikon camera leads to future Nikon purchases.

Attitudes

  • Attitude refers to a person’s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.

Key Takeaways

  • A model of buyer behaviour.

  • Factors influencing the black box.