Understanding Consumer Behaviour
The study of consumer behaviour with why ppl buy the products and services they do and explains why people behave differently or similarly. Since organizations cannot control consumers, it is essential that they understand them so that they can adapt their strategies to consumers' thinking and behaviour
The Decision Process
Marketing mix Influences-->Problem Recognition
Psychological Influences
Personal Influences
Social/Cultural Influences
-->Info
-->Evaluate Alternatives
-->Purchase Decision
-->Post-Purchase Evaluation - cognitive dissonance inspires a lack of confidence in your product/service
CONSUMER INFLUENCES
Psychological Influences
- Needs (Physiological, Safety, Social, Esteem, Self)
- Personality (Real Self, Self Image, Looking Glass Self, Ideal Self)
- Attitudes and Perceptions ( An individuals feelings favourable or not towards an idea or object. How people interpret messages)
Personal Influences
- Lifestyle as a persons pattern of living as expressed in his or her activities, interests, opinions and values.
- Age and Lifecycle, Baby boomers have a tendency to purchase more vs traditionalists
- Technology growing and time pressed consumers, social media etc
Marketing Mix Influences
- Product, price, place, promotion
Social and Cultural Influences
- Reference Groups: Peers and Infuences
- Family - Traditional vs Nuclear ( Double targeting - is a marketing strategy that targets both spouses)
- Social Class - Income, Occupation, education, and inherited wealth
DSS - Decision Support System
Culture - behaviour learned from external sources, such as family, workplace and education which help form the value system that hold a strong sway over individuals.
- Subculture and Regional Differences ( Quebec vs BC vs P.E.I)
The study of consumer behaviour with why ppl buy the products and services they do and explains why people behave differently or similarly. Since organizations cannot control consumers, it is essential that they understand them so that they can adapt their strategies to consumers' thinking and behaviour
The Decision Process
Marketing mix Influences-->Problem Recognition
Psychological Influences
Personal Influences
Social/Cultural Influences
-->Info
-->Evaluate Alternatives
-->Purchase Decision
-->Post-Purchase Evaluation - cognitive dissonance inspires a lack of confidence in your product/service
CONSUMER INFLUENCES
Psychological Influences
- Needs (Physiological, Safety, Social, Esteem, Self)
- Personality (Real Self, Self Image, Looking Glass Self, Ideal Self)
- Attitudes and Perceptions ( An individuals feelings favourable or not towards an idea or object. How people interpret messages)
Personal Influences
- Lifestyle as a persons pattern of living as expressed in his or her activities, interests, opinions and values.
- Age and Lifecycle, Baby boomers have a tendency to purchase more vs traditionalists
- Technology growing and time pressed consumers, social media etc
Marketing Mix Influences
- Product, price, place, promotion
Social and Cultural Influences
- Reference Groups: Peers and Infuences
- Family - Traditional vs Nuclear ( Double targeting - is a marketing strategy that targets both spouses)
- Social Class - Income, Occupation, education, and inherited wealth
DSS - Decision Support System
Culture - behaviour learned from external sources, such as family, workplace and education which help form the value system that hold a strong sway over individuals.
- Subculture and Regional Differences ( Quebec vs BC vs P.E.I)
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