Psychology of Consumer
Behaviour
Lecture 1
1.1 What we are observing with idea of behaviour of customer.
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Find today customers personality and psychology of consumer behaviour is
maybe simple statement
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Human being needs to find goods for living as other creatures in the nature
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In the past human lived from the nature and surroundins gave them that
what needed, so nature products which aquired as well consumed
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The way to obtain and satisfy in case of need was hunting and need was
satisfaction – the catch
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Ability of human are leading to distance from final effect. Aspect of work
money and other are today normal. Barter in the past trade by exchange of
goods.
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Behaviour of human is not straigth forward and must see social environ and
material background
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Some basic need and instinkts stay and orientation of today customer
remain
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Market research is concentrating on behaviour, which are in human
genetically codefied
1.2
Research in to conduct of customer and its place in marketing
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Behaviour of consumer and research of market is in connection with
special disciplines – systém of rules.
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We need to observe Kotler‘s conception with practical marketing
phenomena – price,promotion, product and place of sale
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Or in Europe we more look product as trademark – brand with all atributes
and symbols and after that – price, ….
here we can see more human factor, logic, communication in complex
conception etc.
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Behaviour – conduct
Marketing strategy and marketing decision is dependent on conduct of
customer and on factor why is behaving in such a way.
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Information about conduct of customer are providing many scientific
disciplines as sociology, psychology, phisiology, comperative biology etc..
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With the analysis of conduct of customers is connection to need, motive and
motivation.
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Behaviour is activity which is conducting ralationship between need and
satisfaction
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Motivation - is intropsychic phenomenon of a individual to its life
surrounding. Starting motivation we can see as need supportet by some
deficiency
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Motive – is expression in capacity of the satisfaction
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For marketing research is important feeling of satisfaction and not article
which is a customer buying
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Offer of products and price are stimulation – incentive, acting as starter of
the mechanism.
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In practice we can use several models of behaviour of a customer. To name
some „Black Box“
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Attention is given to entries and exits from the box.
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Mashall model – price of product, price of similar product, income of
customer and other economical influences. This model is expecting highly
informed customer
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Other models H. Karmasin, Veblen, Lazarsfeld, Koeber-Riel
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Here we can see view on standard of demand, percive risks, cognitive state
of mind. Cognitive customer is considering careffuly and is expecting the
same results as from previous product and subjective values
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CAD Model
Karen Horney
C – Compliance - tendency participate with activities of others
A - Aggresion - endevour to obtain recognition, success, admiration
D – Detachement – tendency to separate, have dissociate from others
Interesting is model of conduct – behaviour of customer – Helen Karmasin
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Customer is desiding on strict rational steps, information and transparent
market and so will satisfy the need
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Customer is reacting pasive and automatically copy situation. Human is
emotionally exposed to dexterity and prone to manipulation
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Customer is social creature – will follow the others and see itself in segment
group with model prototype. Its view is in direction of prestige and reputation
status.
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Psychoanalytical customer - human which is not understanding its conduct
and is acting unaccoutable to motives and wishes
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Cognitive customer – cognitive action strongly infuence and control
behaviour
Model Klaus Haupt – arrive with a complex view:
Today‘s conduct of customer is influenced with past experiences and
anticipation of a future. Customer in this model is selecting product with its
good experience from the past.
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Above model is applying to qualitative research of products.
Model J.N. Sheet process – action can be observavble or not observable
and cause conduct is hiden and located in the mind of human.
1.3
Selected Psychological aspects of customer‘s conduct.
Motivation – psychological theories can be divided into two groups.
First group – subject concepts – inside
this subgroup is dealing with entry to mind and susquent reaction of
subject It iis important function – drive with motivation change.
Marketing is using drive as incentive to stimulate purchase behaviour.
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Other subgroup is theory of instincts which are not physiological
Second group of motivation theories are today more enforced and have
many supporters. Human is open to environment and as well its existence
in environment. These theories explore relationship between individual and
environment – relation theories.
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Motivation disposition structure of a individual is directed by mind.
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In addition to motivation disposition exist cognitive structures. Proceeding of
cognitive processes evoke in the motivation course and influence each
other.
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Motivation disposition include need, intrest, attitude and value. Need has
every living organism. Human need is dynamic and is in connection with
activities.
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Nedd is expression of dependence of organism on environment and as well
reaction of organism on this environment:
biological
social and economical
individual life
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Social processes are giving original psychological need new dimension.
Products are divided in to satisfactory need:
biological
social
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Each product will satisfy both aspects
Market research is directed to process of satisfaction of need.
Need consist of components:
contain - shortage,surplus of products
effort
- energy for action
feeling - subjective, emotional, change by environment
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Offer on the market is incentive – impulse to start mechanism:
incentive on side of offer give chance: direct behaviour
satisfaction of need
start new connections
In to motivation structures and influence their future development.
Need for people is influencing market with different urgency. Human mind
functions are selective. This selectivity is important for development of
symbols. It is for market research of greate consequence and its use in
direction for consumption.
Image – symbolic picture of product in consciousness of customer.
Image is in three dimensions:
cognitive
affect
execute
Customers have other points to cover:
Learn – knowledge – brand – conduct
Brand
Opinion
Attitude - consists of cognitive part
feeling part
proceeding part
Values
aim to learn from society
Ideals
strong part to appreciate our conduct
Interests hobbies it is repeted activity with link to product or activity
We need to return to image
Image is long distance run with tradition, expectation, homogenity :
– support brand
Image is a slow development and require: TOTE
test, operate, test - exit
Image –
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brand will produce Hallo effect
new product is conforming with brand
products are similar
has tendency produce cognitive picture