Consumer Behavior

Consumer Behavior

1. Decision Process

   • 1. Recognition of a necessity
   • 2. Research
   • 3. Evaluation of alternatives
   • 4. Behavior after the purchase

2. Recognition of a necessity

   • A result of unbalance between real state and the wanted.
   • Wish: Recognizing the gap between an unmet necessity and a product that could satisfy the customer.
   • Stimulus: All of the information that affects at least one of our five senses.

3. Research

   • Internal Sources: Fueled by inner experience
   • External Sources
     • Source of information not controlled by marketing
       • Other people's experiences (friends, family, co-workers) and reviews online.
     • Source of information controlled by marketing
       • It comes from a certain company for a specific product.

4. Evaluation of alternatives and the purchase

   • The customer takes into consideration all of the possible choices . And will decide when, where, what and how to buy it.
     • Involvement
       • The consumer's degree of interest in or concern about the product or service
         • High Involvement: Greater attention, higher cost, develops strong attitudes, deeper processing
         • Low involvement: Less attention, low processing, lower cost
     • Habitual decision making
     • limited decision making
       • Broad decision making

5. Post Purchase

   • The customer can experience customer satisfaction, cognitive dissonance (which can be decreased by offering guarantees) and customer loyalty.

6. Factors that affect customers decisions

   • Social Factors
     • Reference groups
       • Direct
         • -Primary: small group where the customer belongs.
         • -Secondary: Big group such as sports club, work, etc.
       • Indirect
         • -Aspirational: Group to which the customer wants to be a member of
         • -Not inspirational: group to which the customer does not want to be related with .
     • Opinion leaders
     • Family
   • Cultural Factors
     • Culture & Values
     • Subculture
     • Social class
   • Individual Factors
     • Gender
     • Age & life stage
     • Personality, autoconcept and lifestyle
   • Psychological Factors
     • Perception: process by which the customer gathers and interprets information from the world around is
       • Motive
       • Maslow pyramid
       • learning
       • belief
       • attitude