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4007 Cb 1

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Information about 4007 Cb 1

Published on December 14, 2007

Author: stephan

Source: slideshare.net

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Consumer Behaviour MKT4007

What is it? the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products , services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. 

the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products , services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. 

A VERY Basic Model Internal Factors External Factors Situation Experiences Self-image Behaviour

Some factors Consumer: Culture Ethnicity Personality Values Life-stage Family Income Feelings Attitudes Opinions Available Resources Motivations Past Experiences Peer Groups Knowledge Organisational: Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability

Consumer:

Culture

Ethnicity

Personality

Values

Life-stage

Family

Income

Feelings

Attitudes

Opinions

Available Resources

Motivations

Past Experiences

Peer Groups

Knowledge

Organisational:

Brand

Product Features

Advertising

Word of Mouth

Promotions

Retail Displays

Price

Quality

Service

Store Ambiance

Convenience

Loyalty Programs

Packaging

Product Availability

OBTAINING How you decide you want to buy Products you consider buying Where you buy How you pay for product How you transport product home CONSUMING How you use product How you store the product in your home Who uses the product How much you consume How product compares with expectations DISPOSING How you get rid of remaining product How much you throw away after use If you resell items yourself or through a consignment store How you recycle products CONSUMER INFLUENCES Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Motivations Past Experiences Feelings Peer Groups Knowledge ORGANIZATIONAL INFLUENCES Brand Product Features Advertising Word of Mouth Promotion Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability Blackwell, Miniard, and Engel,

OBTAINING

How you decide you want to buy

Products you consider buying

Where you buy

How you pay for product

How you transport product home

CONSUMING

How you use product

How you store the product in your home

Who uses the product

How much you consume

How product compares with expectations

DISPOSING

How you get rid of remaining product

How much you throw away after use

If you resell items yourself or through a consignment store

How you recycle products

Fischbein Model Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behavioural intention Behaviour Ajzen & Fischbein Control beliefs Perceived power Perceived behavioural control

Need Recognition Information Search Alternative Evaluation Purchase Outcomes Dissatisfaction Satisfaction MarCom

Information Search Exposure Attention Comprehension Acceptance Retention MarComs Selective Consumer!

Exposure

Attention

Comprehension

Acceptance

Retention

3 component Attitude model Cognitive (learned) Affective (feeling) Conative (doing)

Cognitive (learned)

Affective (feeling)

Conative (doing)

Research Data Observation type: In-home observation (Rubbish bin!) Shadowing Interview/Survey Type: Surveys Focus Groups Longitudinal Studies Experimental Type: Laboratory experiment Field experiment Consumption Research (New uses etc!)

Observation type:

In-home observation (Rubbish bin!)

Shadowing

Interview/Survey Type:

Surveys

Focus Groups

Longitudinal Studies

Experimental Type:

Laboratory experiment

Field experiment

Consumption Research (New uses etc!)

Summary Consumer Behaviour knowledge is essential to the process Very varied & often confusing! “ Make a friend” Essential for the design of the following steps of the Marcom plan!

Consumer Behaviour knowledge is essential to the process

Very varied & often confusing!

“ Make a friend”

Essential for the design of the following steps of the Marcom plan!

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