16 Questions
What is the main focus of consumer behaviour?
Study of purchase, use, and disposal of goods and services
When did consumer behaviour emerge as a distinct sub-discipline of marketing?
1950s
What disciplines does consumer behaviour blend elements from?
Sociology and social anthropology
What does consumer behaviour formally investigate?
Individual qualities and behavioural variables
What has new research methods shed light on?
How consumers make decisions
What has research shown about predicting consumer behaviour?
It is difficult to predict even for experts
What type of data from CRM databases enables detailed examination of behavioural factors?
Behavioural data
In the 1940s and '50s, marketing was dominated by which schools of thought?
Classical schools
What were the two important reports at the end of the 1950s critical of marketing for?
Lack of methodological rigor
Which disciplines did marketing begin to shift its reliance towards in the 1950s?
Sociology, anthropology, and clinical psychology
What heavily influenced consumer behaviour in its early years?
Motivation research
What new set of tools have scholars added more recently to the study of consumer behaviour?
Ethnography and photo-elicitation techniques
'Brand loyalty' is an example of which new substantive knowledge added to the marketing discipline?
'Customer retention'
'Market segmentation' became fashionable with the addition of which factor to the marketing discipline?
'Behavioural segmentation'
'Depth interviews' and 'thematic apperception tests' were techniques used by which group that influenced marketing by the 1950s?
'Consultants in the advertising industry'
'One-to-one basis' customised marketing strategies can be developed based on which type of market segmentation?
'Behavioural segmentation'
Study Notes
Consumer Behaviour
- The main focus of consumer behaviour is understanding the processes involved when individuals or groups select, purchase, use, and dispose of products, services, ideas, or experiences.
Emergence of Consumer Behaviour
- Consumer behaviour emerged as a distinct sub-discipline of marketing in the 1950s.
Interdisciplinary Approach
- Consumer behaviour blends elements from psychology, sociology, anthropology, economics, and marketing.
Scope of Consumer Behaviour
- Consumer behaviour formally investigates the factors that influence consumer behaviour, including cultural, social, and personal factors.
New Research Methods
- New research methods have shed light on the role of emotions, cognitive biases, and social influences in consumer decision-making.
Predicting Consumer Behaviour
- Research has shown that predicting consumer behaviour is challenging due to the complexity of individual decision-making processes.
CRM Databases
- Transactional data from CRM databases enables a detailed examination of behavioural factors, such as purchase history and demographics.
Historical Development of Marketing
- In the 1940s and '50s, marketing was dominated by the production and sales orientations.
- Two important reports at the end of the 1950s criticized marketing for being too focused on short-term profits and neglecting consumer needs.
Shift in Marketing
- Marketing began to shift its reliance towards psychology, sociology, and anthropology in the 1950s.
- The discipline of consumer behaviour was heavily influenced by Freudian psychoanalysis in its early years.
New Tools and Techniques
- Scholars have added new tools, such as neuroimaging and machine learning, to the study of consumer behaviour.
- 'Brand loyalty' is an example of new substantive knowledge added to the marketing discipline.
- 'Market segmentation' became fashionable with the addition of demographic factors to the marketing discipline.
- 'Depth interviews' and 'thematic apperception tests' were techniques used by motivational researchers that influenced marketing by the 1950s.
Customized Marketing Strategies
- 'One-to-one basis' customized marketing strategies can be developed based on behavioural market segmentation.
Test your knowledge of consumer behaviour, which involves the study of individuals, groups, or organisations and their activities related to purchasing, using, and disposing of goods and services, as well as the impact of emotions and attitudes on buying behavior.
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