Consumer Behaviour
MR 1100
Chapter 5
Consumer Behaviour
 Definition:
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The actions that a person takes
in purchasing and
using
products and services
and the mental and
social processes that
proceed
and follow these actions.
The Consumer Purchase
Decision Process (CPDP)
Perceive a need: Problem Recognition.
 Seek information on how to fill the need:
Information Search. (Internal sources &
External Sources)
 Assessing the information: Alternative
Evaluation. (Form an Evoked Set)
 Select and Alternative: Purchase
Decision
 After Purchase feeling: Post-purchase
Behaviour (Cognitive Dissonance)

Level of Involvement in the
CPDP

Certain buying situations require more
consideration than others. There are
three types of problem solving:
– Routine Problem Solving - Used to buy
common goods that have little risk. (e.g.
buying your usual type of toothpaste).
– Limited Problem Solving - Used to buy more
complex, less often purchased items that may
offer more risk. (e.g. buying car mats)
– Extended Problem Solving - Used to buy
complex items with great risk. (e.g. buying a
new car)
Influences on the CPDP

Situational
Influences
that come
from the buying
situation (physical
and mental) that
you find yourself in
during the CPDP.

 Influences

Psychological
Influences
 Mainly
internal, your
mindset affects the
CPDP
Sociocultural
Influences
 Influence
that come
from society and our
social surroundings.

Marketing Mix
Influences
 The
effect of the
sellers efforts in
manipulating the
price, place, product
and promotion on
the consumers CPDP
Situational Influences


These are influences on the CPDP that are related
to the situation that the buyer finds him/herself
in when making the buying decision.
Situational Influences include:
– Purchase Task - Amount of effort require to buy a
product.
– Social Surroundings - The people around you when you
buy.
– Physical Surrounding - The building/place you are in to
buy.
– Temporal Effects - Time related effects.
– Antecedent State - Mood of the buyer.
Psychological Influences

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Motivation
 See Maslow’s Hierarchy of needs.
Personality
Perception

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
Learning

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Behavioural Learning - learned through experience
Cognitive Learning - learned through mental processes such as
thinking.
Brand Loyalty - learned through experience or others
Values, Beliefs & Attitudes


Note the perception process - Selective perception
Note the importance of risk
Attitude formation & changing
Lifestyle

Mode of living - Self defined
Sociocultural Influences

Personal Influence


Reference Groups


Where the family is in their lifecycle affects their purchase
decisions
Social Class


You look to these people as a measure of your relative state
Family Influence


Opinion leaders affect your decision as does word-of-mouth.
The division of society that you feel you fall into
Culture and Subculture

The accepted set of values and beliefs and attitudes that exist
amongst a single group in society.
Marketing Mix Influences
 There
is a great deal of influence on
the CPDP by the:
– Product itself
– The Price of the product
– The way the product is Promoted
– The Place where the product is sold or
how it is delivered.