100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Samenvatting Consumer Behaviour $6.61   Add to cart

Summary

Samenvatting Consumer Behaviour

 134 views  14 purchases
  • Course
  • Institution

Samenvatting consumer behaviour Barbara Briers.

Preview 4 out of 76  pages

  • February 27, 2024
  • 76
  • 2022/2023
  • Summary
avatar-seller
CONSUMER BEHAVIOR
INTRODUCTION TO CUSTOMER BEHAVIOR

WHAT IS CONSUMER BEHAVIOR?

Consumer behavior as a field
Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or
dispose of products, services, ideas of experiences to satisfy needs and desires.
 Examples:
o What motivates people to buy a car?
o Why do people keep smoking?
o What do people use singe use coffee cups?
o What persuades people to donate blood?

CB is an interdisciplinary science
1. Microeconomics: consumer theory and consumer choice
2. Sociology: Groups, cultures and societies
3. Psychology: the decision process, the learning process, attitudes and motivations
4. Social psychology: cognitive and heuristic biases


Comparing consumers and shopper needs
Consumers Shoppers
Consumer’s needs : Shoppers needs:
Requirements that I need fulfilled by the products I Requirements that I need fulfilled as part of the
buy for me and my family shopping process
(exp: healthy, durable, filling, tasty) (exp: variety, value, convenience)
Consumers buying roles:
 Initiators : initiates the idea: having a drink
 Influencers : influence the decisions : bring
you in contact with a product you don’t
know
 Decider: ultimate buying the decision:
boyfriend goes to the supermarket but
girlfriend makes the shopping list
 Buyer: actual purchase
 User: consumes
 Gatekeeper: controls access



CB as a process
Pre-purchase Purchase Post-Purchase
How do consumers decide that How do consumers experience Does the product perform its
they need a product or a service? acquiring a product or service? intended function?


What are the best information What does the purchase say How is the product eventually
sources to learn more about about the consumer? disposed of, and what are the
alternative choices? environmental consequences of
this act?
CB as subjective and situational


1

, Subjective Situational
Consumer Organizational influences
 Personal influences  Product
 Psychological influences  Place
 Social influences  Price
 Situational influences  Promotion



Consumers impact on marketing strategies
1. Good business: basic marketing concepts rely on satisfying consumer needs
2. Marketers can only satisfy needs to the extent that they understand consumers
3. Marketers have to understand the wants and needs of different consumer segments
4. No “one size fits all”: Consumers are (predictably) irrational



4 types of market segmentation
 Process of dividing the mass market into subsets of consumers who share common
needs, characteristics and behavior
o Psychographic segmentation
 Categorizing of people based on their lifestyle in combinations
with measures of attitudes, beliefs, and personality.
 Focus: Why people buy the product
 Lifestyle
 Attitudes
 Interests
 Beliefs
 Emotions
 Values
 Aspirations
o Behavioral segmentation
 Exploring groups, audiences and consumers by their actions and behaviors
 Focus: who buys the product, what the customer does
 Purchasing behavior
 Usage behavior
 Benefit sought
 Consumer satisfaction
 Customer loyalty

WHY SHOULD WE STUDY CONSUMER BEHAVIOR?

Selling concept




Marketing concept

2

,What is marketing about?
Marketing is a social and managerial process by which individuals and groups obtain what they need and want
through creating and exchanging products and value with others.

What is value?
Costumer value is consumer’s assessment of the overall capacity of offerings to satisfy needs and wants



Pick one as your USP. Your unique point of view




Ex: apple, tesla




Ex: Dell, bol.com


Ex: colruyt, ikea, Ryanair




3

, Two types of value
 Utilitation: helps to accomplish a task. Hungry and you don’t want to cook? -> fast food
 Hedonic value: immediate gratification and relies on experience and emotion




WHAT DOES THE BUYERS DECISION PROCESS LOOK LIKE?



Booking a vacation
1. Dates
2. Places that you
want to visit
3. Budget;
4. Look for the
flights and book
it
5. Look for an
accommodation




4

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller MarieVincke. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $6.61. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

78998 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$6.61  14x  sold
  • (0)
  Add to cart