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Questions and Answers
What is the primary focus of the study of consumer behaviour?
Which type of consumer behaviour is characterized by rational decision-making based on price, quality, and functionality?
What is the primary driver of consumer behaviour, according to the theory of motivation?
Which of the following is an example of an external influence on consumer behaviour?
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What is the primary goal of the evaluation of alternatives stage in the consumer decision-making process?
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Which consumer behaviour model focuses on the internal psychological processes that influence consumer behaviour?
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What is the primary role of internal influences on consumer behaviour?
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What is the primary outcome of the post-purchase behaviour stage in the consumer decision-making process?
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Study Notes
Definition and Scope
- Consumer behaviour refers to the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants.
- It involves understanding the psychological, social, and cultural factors that influence consumer decision-making.
Types of Consumer Behaviour
- Economical behaviour: driven by rational decision-making, where consumers make choices based on price, quality, and functionality.
- Psychological behaviour: influenced by emotions, attitudes, and personality traits.
- Social behaviour: shaped by social norms, group influence, and cultural values.
Influences on Consumer Behaviour
Internal Influences
- Motivation: drives consumer behaviour, such as needs, wants, and desires.
- Perception: how consumers process and interpret information about products or services.
- Learning: through experience, observation, or instruction.
- Attitudes: positive or negative feelings towards products or services.
External Influences
- Cultural factors: cultural norms, values, and customs.
- Social factors: social status, family, friends, and social media.
- Personal factors: demographics, lifestyle, and personality traits.
- Marketing mix: product, price, promotion, and place.
Consumer Decision-Making Process
- Problem recognition: identifying a need or want.
- Information search: gathering information about possible solutions.
- Evaluation of alternatives: comparing options and weighing pros and cons.
- Purchase decision: choosing a product or service.
- Post-purchase behaviour: evaluating satisfaction and loyalty.
Consumer Behaviour Models
- Black Box Model: focuses on the internal psychological processes that influence consumer behaviour.
- Theory of Planned Behaviour: considers attitudes, subjective norms, and perceived behavioural control.
- Social Cognitive Theory: emphasizes the role of observation, imitation, and reinforcement.
Definition and Scope
- Consumer behaviour is the study of how individuals, groups, or organizations select, acquire, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants.
- It involves understanding psychological, social, and cultural factors that influence consumer decision-making.
Types of Consumer Behaviour
- Economical behaviour is driven by rational decision-making, considering price, quality, and functionality.
- Psychological behaviour is influenced by emotions, attitudes, and personality traits.
- Social behaviour is shaped by social norms, group influence, and cultural values.
Influences on Consumer Behaviour
Internal Influences
- Motivation drives consumer behaviour, including needs, wants, and desires.
- Perception is how consumers process and interpret information about products or services.
- Learning occurs through experience, observation, or instruction.
- Attitudes are positive or negative feelings towards products or services.
External Influences
- Cultural factors include cultural norms, values, and customs.
- Social factors include social status, family, friends, and social media.
- Personal factors include demographics, lifestyle, and personality traits.
- Marketing mix refers to product, price, promotion, and place.
Consumer Decision-Making Process
- Problem recognition involves identifying a need or want.
- Information search involves gathering information about possible solutions.
- Evaluation of alternatives involves comparing options and weighing pros and cons.
- Purchase decision involves choosing a product or service.
- Post-purchase behaviour involves evaluating satisfaction and loyalty.
Consumer Behaviour Models
- The Black Box Model focuses on internal psychological processes influencing consumer behaviour.
- The Theory of Planned Behaviour considers attitudes, subjective norms, and perceived behavioural control.
- The Social Cognitive Theory emphasizes observation, imitation, and reinforcement.
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Description
Understanding the psychological, social, and cultural factors that influence consumer decision-making and behaviour.
