Week 1: Intro to CB and situational influences
Consumer Behaviour:
–The study of the processes involved when individuals or groups select, purchase,
use or dispose of products, services, ideas or experiences to satisfy needs and
desires.
Role Theory:
–Identifies consumers as actors on the marketplace stage.
Consumer:
–A person who identifies a need or desire, makes a purchase, and then disposes
of the product.
Many people may be involved in this sequence of events:
–Purchaser/User/Influencer.
Consumers may take the form of organisations or groups
Four types of relationships a person may have with a product:
- People often buy products not for what they do, but for what they mean
•Self-concept attachment
•Nostalgic attachment
•Interdependence
•Love.
Business Ethics:
–Rules of conduct that guide actions in the marketplace.
–The standards against which most people in a culture judge what is right and
wrong, good or bad.
Consumer Activism:
•Consumers become activists when they promote the rights, consciousness and
interests of consumers.
Culture Jamming:
–A strategy to disrupt efforts by the corporate world to dominate our cultural
landscape.
Green Marketing:
–When a firm chooses to protect or enhance the natural environment as it goes
about its activities, e.g.:
•Reducing wasteful packaging
•Donations to charity.
Social Marketing:
–Using marketing techniques to encourage positive activities (e.g. literacy) and to
discourage negative activities (e.g. drink driving).
,Deviant Consumer Behaviour:
–Refers to actions that violate the accepted behaviour in a consumer context and
result in harm for other customers or the organisation.
Consumer Terrorism:
–For example, in 2002, Herron withdrew its paracetamol from the market due to
a poisoning threat.
Addictive Consumption:
Consumer addiction:
- A physiological and/or psychological dependency on products or services.
Compulsive Consumption:
- Repetitive shopping as an antidote to tension, anxiety, depression or boredom.
Consumer Decision Process:
Four decision situations (pg 38-9):
•Communication situation
–Where? Alone or with others? Surrounding noise?
•Purchase situation
–Where? Alone or with others? In a hurry?
•Usage situation
–With guests or alone? For pleasure or for work?
•Disposal situation
–Before the next purchase? Trade-ins?
–After the purchase, e.g. packaging
,5 dimensions of situational influence (pg 43):
1. Physical surroundings:
•Store location
•Interior decor
•Music
•Smell/aromas
•Temperature (air-conditioning/heating)
•Choice provided
(by product category or across the categories)
2. Social surroundings:
•Types of customers in the store
•Queues and crowding
•Whether the consumer is likely to be known by others/recognised
•Whether there are high-profile people/celebrities shopping at that store
•Whether the product will be consumed privately or in the presence of others
3. Temporal perspectives:
•Whether the product is seasonal
•Whether the product is urgently required
(snack between lectures)
•Time available for shopping limited/excess
(the product may be an excuse for shopping)
•How long the previous product lasted or was expected to last
4. Task definition:
•Is the product utilitarian or used as a status symbol?
•Is it a gift or for oneself?
•Must the product be long-lasting/tough (e.g. an everyday watch) or decorative?
(e.g. a dress watch)
•Is the product intended for several uses?
(e.g. a family computer for study and internet access)
5. Antecedent states:
•Moods
–Feeling sad triggers buying sweets or seeing a funny movie
–Feeling rejected triggers buying games’ software
•Momentary conditions
–Can’t eat ice cream because teeth hurt
–Can’t buy a book because the credit card was left at home
–Buy more groceries because hungry before shopping
Ritual Situations:
•A ritual situation can be described as a set of interrelated behaviours that occur
in a structured format, which have symbolic meaning, and that occur in response
to socially-defined occasions
•Important to marketers as they define consumption, e.g. anniversaries, seasonal
gifts
•Traditions and rituals being continued and developed, e.g. Valentine's day
, Situational influence and marketing strategy:
•Developing a situational influence matrix
•Positioning the product based on situation
•Segmenting the market based on usage situation
–alone
–in combination with other segmentation variable
–person/situation segmentation
Consumer Behaviour:
–The study of the processes involved when individuals or groups select, purchase,
use or dispose of products, services, ideas or experiences to satisfy needs and
desires.
Role Theory:
–Identifies consumers as actors on the marketplace stage.
Consumer:
–A person who identifies a need or desire, makes a purchase, and then disposes
of the product.
Many people may be involved in this sequence of events:
–Purchaser/User/Influencer.
Consumers may take the form of organisations or groups
Four types of relationships a person may have with a product:
- People often buy products not for what they do, but for what they mean
•Self-concept attachment
•Nostalgic attachment
•Interdependence
•Love.
Business Ethics:
–Rules of conduct that guide actions in the marketplace.
–The standards against which most people in a culture judge what is right and
wrong, good or bad.
Consumer Activism:
•Consumers become activists when they promote the rights, consciousness and
interests of consumers.
Culture Jamming:
–A strategy to disrupt efforts by the corporate world to dominate our cultural
landscape.
Green Marketing:
–When a firm chooses to protect or enhance the natural environment as it goes
about its activities, e.g.:
•Reducing wasteful packaging
•Donations to charity.
Social Marketing:
–Using marketing techniques to encourage positive activities (e.g. literacy) and to
discourage negative activities (e.g. drink driving).
,Deviant Consumer Behaviour:
–Refers to actions that violate the accepted behaviour in a consumer context and
result in harm for other customers or the organisation.
Consumer Terrorism:
–For example, in 2002, Herron withdrew its paracetamol from the market due to
a poisoning threat.
Addictive Consumption:
Consumer addiction:
- A physiological and/or psychological dependency on products or services.
Compulsive Consumption:
- Repetitive shopping as an antidote to tension, anxiety, depression or boredom.
Consumer Decision Process:
Four decision situations (pg 38-9):
•Communication situation
–Where? Alone or with others? Surrounding noise?
•Purchase situation
–Where? Alone or with others? In a hurry?
•Usage situation
–With guests or alone? For pleasure or for work?
•Disposal situation
–Before the next purchase? Trade-ins?
–After the purchase, e.g. packaging
,5 dimensions of situational influence (pg 43):
1. Physical surroundings:
•Store location
•Interior decor
•Music
•Smell/aromas
•Temperature (air-conditioning/heating)
•Choice provided
(by product category or across the categories)
2. Social surroundings:
•Types of customers in the store
•Queues and crowding
•Whether the consumer is likely to be known by others/recognised
•Whether there are high-profile people/celebrities shopping at that store
•Whether the product will be consumed privately or in the presence of others
3. Temporal perspectives:
•Whether the product is seasonal
•Whether the product is urgently required
(snack between lectures)
•Time available for shopping limited/excess
(the product may be an excuse for shopping)
•How long the previous product lasted or was expected to last
4. Task definition:
•Is the product utilitarian or used as a status symbol?
•Is it a gift or for oneself?
•Must the product be long-lasting/tough (e.g. an everyday watch) or decorative?
(e.g. a dress watch)
•Is the product intended for several uses?
(e.g. a family computer for study and internet access)
5. Antecedent states:
•Moods
–Feeling sad triggers buying sweets or seeing a funny movie
–Feeling rejected triggers buying games’ software
•Momentary conditions
–Can’t eat ice cream because teeth hurt
–Can’t buy a book because the credit card was left at home
–Buy more groceries because hungry before shopping
Ritual Situations:
•A ritual situation can be described as a set of interrelated behaviours that occur
in a structured format, which have symbolic meaning, and that occur in response
to socially-defined occasions
•Important to marketers as they define consumption, e.g. anniversaries, seasonal
gifts
•Traditions and rituals being continued and developed, e.g. Valentine's day
, Situational influence and marketing strategy:
•Developing a situational influence matrix
•Positioning the product based on situation
•Segmenting the market based on usage situation
–alone
–in combination with other segmentation variable
–person/situation segmentation
