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
Stages of the consumption process:
Segmenting Consumers - Demographics:
• Age
• Gender
• Family structure
• Social class/income
• Ethnicity
• Geography
• Lifestyles
Consumer Brand Behaviour:
• Role Theory
• Self-concept attachment
• Nostalgic attachment
• Interdependence (part of users daily routine)
• Love
, Consumer motivation:
• People often buy products not for what they do but for what they mean
• Products play an extended role in our lives
• Motivation refers to the processes that lead people to behave as they do
• It occurs when a need is aroused that the consumer wishes to satisfy
“Always on consumer”: created through technology and culture
The Digital Native: Living a Social Media Life
• Digital Native
• Life log
• Internet of Things (IoT)
• Autonomous vehicles
• Arti cial Intelligence (AI)
• Robot companions
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, Summary:
• Consumer behaviour is a process.
• Marketers must understand the wants and needs of di erent
consumer segments.
• Our choices as consumers relate in powerful ways to the rest of our lives.
• Our motivations to consume are complex and varied.
• Technology and culture create a new “always on” consumer
Perception:
• The process by which stimuli activate sensory receptors (eyes, ears, taste buds,
skin and nose).
• The process by which are selected, organised and interpreted, or the process
of assigning meaning to what is sensed.
• Its subjective: people react to stimuli on di erent terms
Marketing messages often appeal to our senses, but because of the subtlety
of these messages we don’t notice most of them.
Sensation:
• Our senses play quite a role in the decisions marketers make:
1. Vision
2. Scent
3. Sound
4. Touch
5. Taste
• Marketers rely heavily on visual elements in advertising, store design, and
packaging.
• They communicate meanings on the visual channel through a product’s color,
size, and styling
• Some brands utilise scent easily. For instance, Starbucks branches grind a batch
of co ee each time co ee is ordered instead of just once each morning to
ensure customers have that intense smell during their Starbucks’ experience.
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• 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
Stages of the consumption process:
Segmenting Consumers - Demographics:
• Age
• Gender
• Family structure
• Social class/income
• Ethnicity
• Geography
• Lifestyles
Consumer Brand Behaviour:
• Role Theory
• Self-concept attachment
• Nostalgic attachment
• Interdependence (part of users daily routine)
• Love
, Consumer motivation:
• People often buy products not for what they do but for what they mean
• Products play an extended role in our lives
• Motivation refers to the processes that lead people to behave as they do
• It occurs when a need is aroused that the consumer wishes to satisfy
“Always on consumer”: created through technology and culture
The Digital Native: Living a Social Media Life
• Digital Native
• Life log
• Internet of Things (IoT)
• Autonomous vehicles
• Arti cial Intelligence (AI)
• Robot companions
fi
, Summary:
• Consumer behaviour is a process.
• Marketers must understand the wants and needs of di erent
consumer segments.
• Our choices as consumers relate in powerful ways to the rest of our lives.
• Our motivations to consume are complex and varied.
• Technology and culture create a new “always on” consumer
Perception:
• The process by which stimuli activate sensory receptors (eyes, ears, taste buds,
skin and nose).
• The process by which are selected, organised and interpreted, or the process
of assigning meaning to what is sensed.
• Its subjective: people react to stimuli on di erent terms
Marketing messages often appeal to our senses, but because of the subtlety
of these messages we don’t notice most of them.
Sensation:
• Our senses play quite a role in the decisions marketers make:
1. Vision
2. Scent
3. Sound
4. Touch
5. Taste
• Marketers rely heavily on visual elements in advertising, store design, and
packaging.
• They communicate meanings on the visual channel through a product’s color,
size, and styling
• Some brands utilise scent easily. For instance, Starbucks branches grind a batch
of co ee each time co ee is ordered instead of just once each morning to
ensure customers have that intense smell during their Starbucks’ experience.
ff ff ff ff
