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Marketing Consumer Behaviour

Its a lot more scientific than you think

Consumer Behaviour
Consumers are the end users of a marketing process. They are the ones who finally decide.. Or consume.. Or both Marketings role is to understand their needs IN DEPTH and to present them with a differentiated product which satisfies them

Consumer behaviour continued


Consumer needs arent always obvious or straight forward; they can be deep, complex , seemingly strange on occasions but they are entirely rational for the consumer Decision making can reflect HABIT or Intense SEARCH and PROBLEM SOLVING; they can be influenced by utilitarian performance or social acceptance e.g Billabong)

Consumer marketing
Understanding of consumers behaviour draws on Psychology Social Psychology Sociology Social anthropology Economics Note that there is a great deal of uncertainty and conflicting theory out there; e.g. nature versus nurture ; much depends on inference

Consumer behaviour some examples


Harley Davidson Swatch Castle lager Coca Cola Tupperware Eastern airlines American Swiss

Consumer Behaviour model


buyers decision making follows a sequence (but not always!) Problem recognition Information search Evaluation of alternatives Decision Postpurchase behaviour

Psychological Influences
Motivation Trigger for behaviour A motive is a construct representing an unobservable inner force that stimulates and compels a behavioural response that provides specific direction to that response

Note : motives can be learnt or innate

Motivation continued
Note difference between manifest and latent needs Recognise too that motives can be complex and more than one can be in operation concurrently, sometimes in conflict Approach Approach conflict Approach- Avoidance conflict Avoidance-Avoidance conflict

Learning
Much of consumer behaviour is learned.. Brands, brand positioning, prices, store layouts, ad recall. Brand loyalty is learned.. But unlearning is also a factor Note that there are different kinds of learning Conditioning (both classical and instrumental) Cognitive learning Again, note the debate between behaviourists and cognitivists All have a place in marketing

Personality
Intuitively, personality has an influence on buying behaviour, but measurement is weak, so use of personality tests is limited in marketing Lots of theories e.g. type, trait and Freudian

Perception

Important to understand this.. Consumers are confronted with millions of stimuli every day How then to break through the clutter? Perceptual process like a funnel.. Availability, exposure, attention, interpretation Note factors such as selectivity, JND, subliminality, symbolism

Attitudes
Summation of all the influences and are manifested in our decisions Understand an attitude and we have fair idea of ho person will behave, i.e. attitudes are predictor of behviour Three components Cognitive - our beliefs and knowledge Affective our feelings or emotions Behavioural actual decision e.g. BP supports conservation (affective) BP petrol is a commodity (cognitive) BPs service station is closest to home (behavioural) To change attitude towards BP, which one/s do we target?

Attitudes
If attitudes are predictors of purchasing behaviour, we can Create an attitude where one may not exist Reinforce an existing attitude Change an attitude (most difficult of all!)

Social Influences
Culture Can be overriding.. Provides society with values, standards of behaviour a framework which is carried from one generation to the next More meaningful in developing societies, but often being eroded by technology, communications .. the global village.. In RSA, culture is still very important for many .. E.g. stokvels, language, customs Note sensitivities, especially where there are competing cultures - makes multi national marketing difficult

Role of Subcultures

Where does culture fall away to subculture? Typically, subcultures reflect a transitory stage (youth) but a member can choose to join one and not the other. Can be a member of more than one at a time. Often very powerful and behaviour driven by need to conform (esp amongst youth) Requires very immediate understanding and resonance by marketers

Technologys impact- the pill


Women go on earning after marriage Women see work as a career; more become professionals Locus of power in family changes (less male dominance/female subservience; more syncratic) Gender roles undergo change More purchases for self (e.g. jewellery)

Marketers response
More working women are thus targeted Children given more marketing independence, responsibility Longer shopping hours Higher discretionary spending power matched by product offerings More instant/precooked foods .. Sale of microwave ovens Marketing aimed at husband and wife

Role of family
Primary reference group.. In socialisation, aculturation and behaviour Types Nuclear Extended Household Note differences in influence depending on type of family

Reference Groups
Group can be a misnomer.. It could be an individual (real, hypothetical, created) Marketers have the choice Real endorsers .. Can be expensive, risky but can add real value to the brand (e.g. Lucas Radebe and WW, David Beckham and Real Madrid soccer shirts,Tiger Woods and Nike what would you do??) Created endorsers less expensive but can lack punch; require lots of marketing effort e.g. Farmer Brown

Reference Groups continued


Groups which exist, or are created and often nurtured Aspirational groups.. Often elusive (e.g. Teenagers as viewed by tweens) Real- life groups e.g.Bafana Bafana, Springboks.. But they must win!

Decision Making
Which product .. A car or a cell phone/handset to give you status Which brand .. BMW or Nokia Which outlet .. Woolworths or Shoprite What happens after that postpurchase dissonance (often called buyers remorse) or reinforcement And what do marketers do to assist in the process?

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