Lecture 12/13: Consumer Behavior

Lecture 12/13: Consumer Behavior

1. Factors influencing consumer behaviour

   • Psychological
     • Perception
       • Selective attention
         • The process of selecting some inputs and ignoring others. Therefore marketers need to work hard to attract customers' attention.
           • You pay attention to what you want to her and ignore others "EXAM"
       • Selective distortion
         • To support what you already believed
       • Selective rention
         • Only retain the good stuff
     • Learning (Marketer wants you to learn their products)
     • Beliefs and attitudes (Taught from young)
     • Motivation (Needs)
   • Personal
     • Age and life cycle stage
       • E.g Ikea
     • Occupation
       • E.g. Blue-collared workers
     • Economic situation
     • Lifestyle
       • Activites
         • E.g. Hobbies, shopping
       • Interests
         • E.g. In food, fashion
       • Opinions
     • Personality
       • Keep up in trend
     • Self-concept
       • Too fat/Too thin

2. Adoption process (New product)

   • 1. Awareness
     • Consumer becomes aware of the new product, but lacks of information
   • 2. Interest
     • Consumer seeks information about the new product
   • 3. Evaluation
     • Consumer considers whether trying the new product make sense
   • 4. Trial
     • Consumer tries new product on a small scale to improve his or her estimate of its value
   • 5. Adoption
     • Consumer decides to make full and regular use of the new product