CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR

1. The Environment

   • Marketing Stimuli
     • Product Price Place Promotion
   • Other
     • Economic Technological Social Cultural
   • Buyer's Black Box
     • Buyer's Characteristics
       • Cultural
         • Social - groups, family, roles and stats
           • Personal - age, life-cycle, occupation, economic situation
             • Psychological - motivation, perception, learning, beliefs and attitudes
     • Buyer's Decision process
       • Complex buying behaviour
         • Dissonance-reducing buying behaviour
           • Habitual buying behaviour
             • Variety-seeking behaviour
     • Buyer Responses
       • Buying attitudes and preferences
         • Purchase behaviour: what the buyer buys, when, where and how much
           • Brand and company r/sip behaviour

2. Buyer decision process

   • Problem recognition
     • Information Serch
       • Evaluation of alternatives
         • Purchase Decision: two factors can become inbetween the purchase intention and decision - attitudes of others, and unexpected situational factors
           • Post-purchase behaviour Cognitive dissonance