CONSUMER BEHAVIOUR
Consumer Behaviour Definition
Actions a person takes in purchasing and
using products and services, including the
mental and social processes that precede
and follow these actions
Purchase Decision Process
Problem recognition:
Perceiving need
Information search:
Seeking value
Internal search. Previous experiences
External search. Gather information
Purchase Decision Process
Problem recognition:
Perceiving need
Information search:
Seeking value
Alternative evaluation:
Assessing value
Objective attributes of brand
Subjective factors
Purchase Decision Process
Problem recognition:
Perceiving need
Information search:
Seeking value
Alternative evaluation:
Assessing value
Purchase decision:
Buying value
Purchase Decision Process
Problem recognition:
Perceiving need
Information search:
Seeking value
Alternative evaluation:
Assessing value
Purchase decision:
Buying value
Post-purchase behaviour:
Value in consumption of user
Involvement and Problem
Solving
Personal, social and economic
significance of the purchase to the
consumer
High versus Low Involvement
High Involvement purchase occasions can
be expensive, have serious personal
consequences, and/or reflect one’s social
image.
These occasions typically involve extensive
information search, consideration of several
product attributes and brands.
High versus Low
Involvement
Low Involvement purchase occasions
typically involve little information search
or consideration of various brands, except
on the basis of price.
They usually don’t involve any personal
consequences.
Consumer involvement, knowledge, and
problem-solving variations
Low
Consumer involvement
Routine problem solving
(e.g., milk and bread)
Limited problem solving
(e.g., small appliances)
Extended problem solving
(e.g., stocks and bonds)
High
High
Consumer knowledge
Low
Situational Influences
May have a major impact on the
nature and scope of the purchase
process.
Psychological Influences on
Consumer Behaviour
motivation and personality
perception
learning
values, beliefs, and attitudes
lifestyle
Hierarchy of Needs
Self-Actualization Needs
Self-Fulfillment
Personal Needs
Status, respect, prestige
Social Needs
Friendship, belonging, love
Safety Needs
Freedom from harm, financial security
Physiological Needs
Food, water, sex, oxygen
Personality
A person’s consistent behaviour or responses
to recurring situations
National Character
Self-concept
Selective perception filters
Messages
Selective exposure
Selective comprehension
Selective retention
Subliminal Perception
Subliminal perception means that you see or
hear messages without being aware of them.
The presence and effect of subliminal
perception on behaviour is a hotly debated
issue, with more popular appeal than
scientific support.
Evidence suggests that subliminal messages
have some effect on behaviour. If so, is their
use an ethical practice?
Sociocultural Influences
These influences evolve from a
consumer’s formal and informal
relationship with other people
Sociocultural Influences
 Personal influence
 Reference groups
 The Family
 Social Class
 Culture
 Subculture
The Family Life Cycle
The
family
life
cycle
concept
describes the distinct phases that a
family progresses through from
formation to retirement, each phase
bringing
with
it
purchasing behaviours.
identifiable
Culture & Subculture
Culture refers to the set of values, ideas,
and attitudes that are accepted by a
homogeneous group of people and
transmitted to the next generation.
Subcultures are subgroups within a larger,
or national culture with unique values,
ideas, and attitudes.