Principles and Practice of Marketing

David Jobber

Chapter 3
Understanding Consumer Behaviour
 Understanding customers

Who is
important?

What are
How do their choice
they buy? criteria?

Customers

Where do When do
they buy? they buy?

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 2

 Evaluation and purchase models
High involvement: the Fishbein and Ajzen model of reasoned action

Personal
Attitudes
beliefs

Purchase
Purchase
intentions

Normative Subjective
beliefs norms

Low involvement: the Ehrenberg and Goodhart repeat purchase model

Repeat
Awareness Trial
Purchase

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 3

 Influences on consumer purchasing
behaviour

The buying
situation

Personal
influences Social
● information
influences
processing
● culture
● motivation Consumer
● social class
● beliefs and
● geodemo-
attitudes graphics
● personality
● reference
groups
● lifestyle
● lifecycle

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 4

 Determinants of the extent of
problem solving
Self-image
Level of
involvement
Perceived risk

Social factors

Hedonism Differentiation Extent of

and number problem
of alternatives solving

Time pressure

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 5

 Life cycle stages
Middle-aged
divorced no
children

Young Middle-aged
divorced no married no
children children

Empty Empty
Young Young Middle-
At home nester nester Solitary
couple no parents aged
single married married retired
children parents
working retired

Young M-aged M-aged

On own divorced divorced divorced
young with with no dep’nt
children children children

On own
middle-aged
D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 6