Click to edit Master title style - searchill.weebly.com

Click to edit Master title style - searchill.weebly.com

Understanding Consumer Behaviour Understanding consumers: the key questions Who is important? What are their choice criteria? How do they buy? Customers Where do

they buy? When do they buy? The Decision-making Unit 1. 2. 3. 4. 5. 6. Initiator Influencer Decider Buyer User

Gatekeeper Virgin Media Virgin Media targets its advertising at all members of the household decision-making unit, with the customer benefit of multiple online usage. The consumer decision-making process Need recognition/problem awareness

Information search Evaluation of alternatives Purchase Post-purchase evaluation of alternatives Evaluation and purchase models High involvement: the Fishbein and Ajzen model of reasoned action Personal beliefs

Attitudes Purchase intentions Normative beliefs Purchase Subjective norms Low involvement: the Ehrenberg and Goodhart repeat purchase model Awareness Trial

Repeat Purchase Choice criteria used when evaluating alternatives Technical Reliability Durability Performance Style/looks Comfort Delivery Convenience Taste Social Status Social belonging Convention

Fashion Economic Price Value for money Running costs Residual value Life-style costs Personal Self-image Risk reduction Ethics Emotions Audi Audi advertises

both the fuel efficiency and responsible credentials of its TT TDI model. Influences on consumer purchasing behaviour The buying situation Personal influences

information processing motivation Consumer beliefs and attitudes personality lifestyle lifecycle Social influences culture social class

geodemographics reference groups Determinants of the extent of problem solving Self-image Perceived risk Social factors Hedonism Differentiation and number of alternatives The consumer decision-making process and level of purchase involvement Stage

Low Involvement High Involvement Need recognition/ problem awareness Minor Major, personally important Information search Limited search Extensive search

Evaluation of alternatives and the purchase Few alternatives evaluated on few choice criteria Many alternatives evaluated on many choice criteria Post-purchase evaluation of the decision Limited evaluation

Extensive evaluation including media search Maslows hierarchy of needs Rolex Rolex watches: a symbol of achievement and its rewards Lifecycle stages Middle-aged divorced no children

Young divorced no children At home single On own young Young couple no children Middle-aged married no children

Young parents Young divorced with children Middleaged parents M-aged divorced with children On own middleaged Empty nester

married working M-aged divorced no depnt children Empty nester married retired Solitary retired Social class categorization Reference Groups

Membership groups Aspirant groups Core Reading Core reading to support this topic can be found in Chapter 4 of your recommended text

Recently Viewed Presentations

  • Chapter 1 Accounting: The Language of Business

    Chapter 1 Accounting: The Language of Business

    In section 2 of the chapter, the three types of businesses: sole proprietorships, corporations and partnerships are discussed. We will also discuss the process used to develop generally accepted accounting principles. The three major legal forms of a business entity...
  • PowerPoint 프레젠테이션

    PowerPoint 프레젠테이션

    - Issuance of revised tax invoice - Reduced guarantee insurance of tax payment. Unmeasured impact - streamlined procedure in entry into/from bonded factory and in claiming drawback, etc. Direct Impact: lower inspection fee in overseas customs territory
  • CHAPTER 18: SECURITY Chapter 1: Legal Ethics INTERESTS

    CHAPTER 18: SECURITY Chapter 1: Legal Ethics INTERESTS

    Introduction. UCC Article 9 governs transactions when . personal property . is put up as collateral for debt, including: Accounts, agricultural liens, chattel paper (writings evidencing a debt), commercial assignments over $1000, fixtures, instruments and other intangible property.
  • TOPIC 2: Industry and Immigration (1865-1914) Lesson 1:

    TOPIC 2: Industry and Immigration (1865-1914) Lesson 1:

    America was the perfect place for the growth of industry. Access to natural resources to fuel economic development. Coal, timber, oil and rivers (transportation and hydroelectric power) Growing work force to act as labor- immigration! ... "New South" ...
  • A Rotary Subwoofer as an Infrasonic Source J.

    A Rotary Subwoofer as an Infrasonic Source J.

    * * Rotary Subwoofer : Kona Infrasound Generator (KING) Compact, portable infrasonic source KING Installation Matched amplifier, fitted baffle, ISLA as back volume Amplitude decay is consistent with spherical spreading. Lack of pressure fluctuations at ranges less than λ suggests...
  • NCD : A Caribbean Crisis

    NCD : A Caribbean Crisis

    3 out of 4 people die from an NCD. 39,460. NCD Deaths. 77% . Of all deaths are from an NCD. 40%. Of NCD deaths are premature ( 30-69 years) Cause of Death by NCD Type No.of Deaths Cardiovascular Diseases...
  • Welcome to Senior Parent Night - Miami-Dade County Public Schools

    Welcome to Senior Parent Night - Miami-Dade County Public Schools

    Calcomanía cuesta $20 ¡Los automóviles no son armarios! Mantener el estado de su calcomanía se basará en tardanzas, ausencias y siguiendo las reglas listadas en la aplicación (habrá un plan disciplinario progresivo publicado).
  • HFC Bootcamp Annual Conference of the Texas Association

    HFC Bootcamp Annual Conference of the Texas Association

    Texas Housing Finance Corporations Act. Powers (cont.). Powers enumerated under the Act include the power to: (i) make contracts necessary or convenient to the exercise of its powers, (ii) incur liabilities, (iii) borrow money, (iv) issue notes, bonds and other...