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Understanding Consumer Behaviour Jobber chap. 4
Understanding Consumer Behaviour
Jobber chap. 4
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Understanding consumers - the key questions
How do they buy?
What are their choice
criteria?
Customers
Who is important?
Where do they buy?
When do they buy?
The Decision-making Unit
1. Initiator.2. Influencer.3. Decider.4. Buyer.5. User.6. Gatekeeper.
Exercise
• Try to define the decision making unit when consumers buy the following products:– New car– Clothes– Tooth paste– Motor bike– Food– Bicycle helmet
Centreparcs
Centreparcs target their adverts at mothers who may act as ‘initiators’ in the decision to purchase a family holiday.
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Virgin Media
Virgin Media targetsits advertising at all
members of the household
decision-making unit,
with the customer benefit
of multiple online usage.
The consumer decision-making processNeed
recognition/problemawareness
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Informationsearch
Evaluationof alternatives
Purchase
Post-purchaseevaluation of alternatives
Special K
Kellogg’s Special K fulfills the needs of
their customers for a tasty low fat diet.
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3
Evaluation and purchase models
Normative beliefs
Personal beliefs
Purchase intentions
Purchase
Attitudes
Subjective norms
High involvement: the Fishbein and Ajzen model of reasoned action
TrialAwarenessRepeat
Purchase
Low involvement: the Ehrenberg and Goodhart repeat purchase model
Choice criteria used when evaluating alternatives
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TechnicalReliability Durability
PerformanceStyle/looks
ComfortDelivery
ConvenienceTaste
EconomicPrice
Value for moneyRunning costsResidual valueLife-style costs
SocialStatus
Social belongingConvention
Fashion
PersonalSelf-image
Risk reductionEthics
Emotions
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SEBO
The importance of reliability is stressed in this advert
for the SEBO Felix
vacuum cleaner.
Mercedes
Mercedes recognises the importance of experiential consumption in this advertisement for its cars.
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Audi
Audi advertises both the fuel
efficiency andresponsible
credentials of its TT TDI model.
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Influences on consumer purchasing behaviour
• information processing
• motivation• beliefs and
attitudes• personality• lifestyle• lifecycle
• culture• social class• geodemo-
graphics• reference
groups
Personal influences
Social influences
Consumer
The buying situation
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Determinants of the extent of problem solving
Self-image
Perceived risk
Social factors
Hedonism Differentiation and number
of alternatives
Level of involvement
Time pressure
Extent of problem solving
The consumer decision-making process and level of purchase involvement
Stage Low Involvement High Involvement
Need recognition/ problem awareness Minor Major, personally
important
Information search Limited search Extensive search
Evaluation of alternatives and the purchase
Few alternatives evaluated on few choice criteria
Many alternatives evaluated on many choice criteria
Post-purchase evaluation of the decision
Limited evaluation Extensive evaluation including media search
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Rolex
Rolex watches:
a symbol of achievement
and its rewards
Maslow’s hierarchy of needs
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Lifecycle stages
At home single
Young couple no children
Young parents
Middle-aged
parents
Empty nester
married working
Empty nester
married retired
Solitary retired
Young divorced no
children
On own young
Young divorced
with children
M-aged divorced no dep’nt children
M-aged divorced
with children
Middle-aged married no
children
Middle-aged divorced no
children
On own middle-aged
Social class categorization
