Consumer behaviour
is the study of individuals, groups, or organisations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Cultural factors
Sub culture Religion Status gender
Social factors
Reference Groups Immediate Family Members Relatives Role in the Society Status in the society
Psychological Factors
Motivation Perception Learning Beliefs and Attitude
Internal Satisfaction Selfactualisation The respect of others Action for and from others Survival Satisfaction of basic hunger Esteem Love Safety Physiological
Personal Factors
Occupation Age Economic condition Lifestyle personality
Credence attributes are product characteristics that customers find impossible to evaluate confidently even after purchase and consumption
Quality of repair and maintenance work
Easy to evaluate
Clothing Chair Motor vehicle Foods Restaurant meals Lawn fertilizer Haircut Entertainment Computer repair Education Legal services Complex surgery
Difficult to evaluate*
Memory
Memory
Future Intentions
Request service
Evaluation of Alternatives
Evoked set Emotion and mood
Post-Purchase Evaluation
Attribution of dissatisfaction Innovation diffusion Brand loyalty
Evaluation of Alternatives
Evoked set Emotion and mood
Culture
Information Sources
Previous personal experience Word of Mouth recommendation (WOM) Reference groups Media communications Internet sources
Evaluation of Alternatives
A process of choice reduction.
Rules based approaches used. Critical attributes, average score of all attributes, or weighted attributes.
Perceived Risk
Factors affecting perceived risk: The level of tangible evidence Buyer involvement New purchase Personal risk tolerance Situational factors Legal safeguards