CONSUMER BEHAVIOUR

Consumer Behaviour

Table of Contents

Task 12

Consumer Decision Making Process2

Problem Recognition3

Information Seeking3

Evaluation of Alternatives4

Buying Decisions4

Post - Purchase Evaluation5

Influence of External Variables on Customer Decision Making5

Consumer Choice6

Desired Benefits in Consumer Behaviour6

Cultural Influences7

Social Influences / Class8

Behaviour of individual buyers8

Personality and self-concept9

Lifestyles9

Motivation10

Perception10

Task 211

About the Not For Profit Organization11

Consumer Behaviour Model11

Implementation of Marketing Strategy13

Create an eye-catching web site13

Use of social media to share organization happenings13

Brand Enthusiasts14

Simplification of the online donation process14

References16

Consumer Behaviour

Task 1

I submit this report to the Marketing Director of XYZ Company as a marketer and my task is to analyse the external variables that influence the consumer decision making at various stages of the consumer decision model.

Consumer Decision Making Process

Consumer Behaviour does not consist of discrete acts, but it is a process. A woman, for example, who joins a slimming centre, first recognizes the need to reduce her obesity. She then seeks information about various methods of slimming down, and chooses a slimming centre as the best alternative for herself. She then decides in favour of a particular centre, considering the cost of the total slimming plan, its credibility and the track record. After choosing the centre, she may or may not be satisfied with the results. All this is a part of the purchase decision process. It is not just the decision, but a whole series of decisions (Best, 1995, pp. 549-601).

There are five stages in the buying decision process:

1.Problem recognition

2.Information Seeking

3.Evaluation of Alternatives

4.Buying Decision

5.Post-purchase evaluation

Problem Recognition

Problem recognition is in fact, the beginning of the buying process. It is a matter of perception. We realize what we should have and what we have at present. A perfume bottle of Charlie may be purchased, when one sees it in the window of a shop. Problem recognition is generally a slow process but can occur fast when purchases are made impulsively.

Marketing efforts facilitate the problem recognition stage. Advertisements goad us to buy many things. Similarly, a window display also acts as an incentive to buy. Personal selling makes us realize what our unfulfilled needs and wants are. Psychological factors do influence Problem recognition stage.

Information Seeking

This follows the problem recognition stage. More often than not, there is little knowledge available about alternatives available. The search is mostly directed towards the products that are consistent with our needs. For example, a house wife buying a maxi might start visiting the shops selling appliances and might start discussing the need with her friends. She is interested in knowing which brands are on offer and their features.

The amount and type of information collected is related to the product in question and the consumer's personality. To buy consumer durables like fridges and AC's we need a great deal of information from different sources. To but fast moving consumer goods, we need limited information. The beauty of brand marketing is that it makes the consumer loyal to the brands. These consumers then continue to buy the same brands and do not seek any information at all.

Information seeking starts with cognitive internal search - recalling ...