Consumer Behaviour Introduction

The study of how individuals and groups select, use, and dispose of products, ideas, and experiences to satisfy their needs and wants.

The factors that influence a consumer's decision to purchase a product or service. This includes their needs, wants, beliefs, attitudes, and the social and cultural influences around them.

The stage where consumers decide if they need a product, research available options, and compare alternatives. This can involve internal factors (needs, wants) and external factors (marketing messages, reviews).

The stage where consumers actually make the purchase decision. This can involve factors like the shopping environment, the price, and the availability of the product.

The stage where consumers evaluate their purchase experience and decide if they are satisfied. This can involve assessing the product's performance, its usefulness, and its value for money.

The ability to predict and influence consumer behavior to achieve marketing objectives. This involves understanding consumer needs, wants, and motivations, and using this knowledge to create effective marketing strategies.

The understanding that a small percentage of customers (typically around 20%) generate a large percentage of profits (around 80%). Companies focus their marketing efforts on these high-value customers.

While marketing can't create fundamental needs (like hunger or thirst), it can influence wants and create a desire for specific products or services by appealing to consumers' emotions and offering solutions to their problems.

The study of how individuals or groups choose, use, and dispose of products, ideas, or experiences to fulfill their needs and desires.

Focuses on the consumer's needs, wants, beliefs, and attitudes, as well as social and cultural influences that impact purchasing decisions.

Understanding how the company's marketing efforts can be aligned with consumer behavior to achieve marketing objectives.

Basic requirements for survival, such as food, water, and shelter.

Desires that are not essential for survival but provide comfort and satisfaction.

Marketing cannot create basic needs, but it can influence wants and create a desire for specific products or services to meet those wants.

Forbrukeratferd er studiet av hvordan individer og grupper velger, bruker og kvitter seg med produkter, ideer og opplevelser for å tilfredsstille sine behov og ønsker.

Forbrukeratferd er delt inn i tre faser: før kjøpet, kjøpet og etter kjøpet. Før kjøpet vurderer forbrukeren behovet for et produkt og undersøker alternativer. Kjøpsfasen er når selve beslutningen om kjøp tas. Etter kjøpet evaluerer forbrukeren kjøpsopplevelsen og produktet.

Markedsføring kan ikke skape grunnleggende behov, men det kan påvirke ønsker og skape et ønske om spesifikke produkter eller tjenester for å tilfredsstille disse ønskene.

Markedsføring handler om å forstå og påvirke forbrukeratferd for å oppnå markedsføringsmål. Dette innebærer å forstå forbrukernes behov, ønsker og motivasjoner, og bruke denne kunnskapen til å lage effektive markedsføringsstrategier.

80/20-regelen sier at en liten andel av kundene (vanligvis rundt 20%) genererer en stor del av fortjenesten (rundt 80%). Bedrifter fokuserer markedsføringsinnsatsen på disse høyverdige kundene.

Products are often bought not just for their functionality, but for what they mean.

The deeper meanings associated with a product help it stand out from others and appeal to specific consumers.

A product's functionality is important, but it may not be the only factor driving consumer choice.

Companies often use marketing techniques to create an image for their product that resonates with their target audience.

Consumption choices can create a sense of shared identity and connection among people.

People often buy products to express themselves and reflect their values or aspirations.

Marketing can influence consumer behavior by creating a need or desire for a specific product or service.

The force that drives people to satisfy their needs and wants. It can be driven by biological needs or cognitive expectations.

A state of tension that arises from an unmet need, driving individuals to seek out ways to reduce it.

The urge to reduce the tension created by a drive. It explains how needs and wants drive behavior.

A theory that suggests people are motivated by their expectations of achieving desirable outcomes, rather than internal biological drives.

A functional or practical need that motivates a behavior.

An experiential need that involves emotions, fantasies, and a desire for pleasure.

The desired end state that a consumer aims to achieve through their behavior.

A method used by marketers to understand the needs, wants, and expectations of consumers to develop products and services that provide desired benefits.

The difference between something we really need for basic survival (like food or water) and something we desire for comfort or satisfaction (like a new phone or a fancy car).

A specific desire, driven by personal and cultural factors, that fulfills a need.

A basic requirement for survival that motivates us to act to reduce a tension state; things essential for living.

A product's ability to deliver both practical benefits (like safety and function) and emotional benefits (like excitement and status).

Companies try to convince consumers that their products are the best solution to satisfy a need, by emphasizing the benefits and value of their offering compared to alternatives.

A constant drive to utilize time constructively, often expressed through engaging in new experiences, even if unusual, to mark them off a list of desired achievements.

A set of needs that define a person's motivations and influence their behaviors. They are not constant but vary based on our experiences.

A need for independence and self-reliance, often expressed through actions like choosing solo activities or products that emphasize individuality.

A need to defend oneself against criticism or negative comments, leading to choices that bolster self-image or protect one's reputation.

A need to participate in enjoyable activities for pure pleasure or entertainment, often manifested through engaging in leisure hobbies or seeking fun experiences.

The desire to be in the company of other people, often shown through preferences for products and services that facilitate social interactions.

The drive to have control over one's environment, often expressed through choosing products or services that empower the user to feel in charge.

A strong emphasis placed on personal accomplishments and achievements, driving choices of products and services that project success.