Consumer Behaviour

Consumer Behaviour

1. Internal

   • Psychological
     • Motivation: the consumer asks themselves a number of questions. A motive is the internal energising force that directs a person's behaviour towards satisfying needs or achieving goals.
       • Maslow's Hierachy of Needs outlines motivation hierachy.
     • Perception: the process by which people select, organise and interpret informatio to form a meaningful pucture of the world.
       • Selective Exposure: marketers must work harder to attract consumer attention due to only selecting specific inputs into awareness.
       • Selective Distortion: Selective distortion means consumer's adapt information to personal meanings.
       • Selective Retention: People tend to retain information that supports their attitudes and beliefs and forget information supporting alternative beliefs.
     • Learning: Individual's behavuour changes in response to learning. e.g. free sample are used to teach consumer's about the positive aspects of a product and build demands due to increased psychological drive.
       • Classical Conditioning
       • Operant Conditioning
     • Beliefs and Attitudes
       • Cognitive (beliefs and evaluations not influenced by emotion)
       • Affective (emotional responses such as liking or disliking)
       • Behavioural (intention to purchases or the purchases itself)
     • Self-Concept: a belief a person holds about his or her own attributes and how they evaluate these qualities.
   • Personal
     • Age and Lifecycle Stage
     • Occupation
     • Education
     • Economic Situation
     • Lifestyle
     • Personality and Self-Concept

2. External

   • Cultural Factors: Exert the broadest and deepest influence on consumer behaviour,
     • Marketers MUSt understand the culture, subculture and social class.
   • Social Factors: consumer's household type and reference groups, social roles and status.
     • Reference Groups (i.e. direct or indirect influence on the person's attitudes and behaviour).
     • Membership Groups (i.e. direct influence on a person's behaviour and to which a person belongs)
     • Aspirational Groups (.e. groups which an individual wishes to belong to)

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