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ANSWERS Marketing Introduction Revision and Study Sheet

THEME 4 : CONSUMER BEHAVIOUR

Image : Freepik – flaticon.com

OBJECTIVES OF THIS THEME: •

Understand the importance of analyzing consumer behaviour to guide marketing strategy and planning

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Understand the range of phenomena related to the study of consumer behaviour

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Define the integrative model that governs consumer behaviour

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Master the steps of the consumer decision-making process and know how to adapt the levers of marketing strategy to each step

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Describe the different sources of influence on consumer behaviour.

Diagrams and figures : Brunet, Johanne, Sihem Taboubi, Colbert Francois, Renaud Legoux, Jean-Luc Geha, Sandra Laporte, et Bruno Lussier. 2017. Gestion du marketing 6E édition. Montréal (Québec): Chenelière éducation.

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THEORETICAL QUESTIONS FOR THE MAIN CONCEPTS: 1. WHAT IS CONSUMER BEHAVIOUR AND WHY IS IT IMPORTANT FOR A MARKETING MANAGER TO UNDERSTAND IT? Consumer behaviour is a set of processes that come into play when an individual or group selects, acquires, uses or disposes of products, services, ideas or experiences in order to satisfy their needs and desires. An in-depth understanding of consumer behaviour is essential to informing an effective marketing strategy to implement, as consumer data is crucial to informing segmentation, targeting and positioning. It can then guide decisions on all variables of the marketing mix.

2. WHAT ARE THE CHARACTERISTICS OF EACH STAGE OF THE DECISION- MAKING PROCESS ON CONSUMER BEHAVIOUR? Recognizing a need The consumer feels a gap between their current and desired state.

Searching for information Information can be sought in many ways (internally or externally) that will involve different levers of action for brand managers. The findings will depend on the sources of information and the amount of information required.

Evaluating options The previous step, the information search phase, leads to the identification of a number of options, or brands, which consumers retain as options for meeting their needs. This is called the consideration set.

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Purchasing decision It’s the final choice in the consideration set. For this, the consumer will pay attention to his or her decisive attributes. Two main decision models can then be adopted by the consumer to make his or her choice: the compensatory model or the non-compensatory model.

Making a purchase The act of buying can be particularly sensitive to situational variables, such as the consumer’s passing mood, the pressure to make a purchase within a certain timeframe, or whether the buyer is making the purchase alone or with assistance.

Post-purchase evaluation The consumer judges whether it adequately meets the need that initiated the entire decisionmaking process. A crucial aspect of the post-purchase phase is consumer satisfaction or dissatisfaction—a judgement which does not depend solely on the perceived quality of the product or service.

3. WHAT ARE THE INTERNAL FACTORS THAT INFLUENCE PURCHASING BEHAVIOUR? Central psychological processes •

Motivation: an internal state of activation that provides the energy needed to meet a need.

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Perception: the process by which a person selects, organizes and interprets the sensations captured by the five senses.

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Knowledge: information that can be used in a decision-making process, including inferences and mental categorization.

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Emotions: emotional state (positive or negative).

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Attitude: a complex set of evaluations a person makes with respect to an object. There are three dimensions of attitude: cognitive (beliefs about the object), emotional (emotional reactions to the object), and behavioural (the person’s intentions in terms of action towards the object).

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Psychographic variables •

Identity and self-concept: The way a person perceives his or her own characteristics and evaluates them.

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Values: Abstract and enduring beliefs about what is good, acceptable and preferable, and what is not.

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Lifestyles: The activities and hobbies to which an individual devotes their free time.

4. WHAT ARE THE EXTERNAL FACTORS THAT INFLUENCE PURCHASING BEHAVIOUR? Reference groups A real or imaginary individual or group that influences an individual’s assessments, aspirations and behaviours.

Sub-cultures •

Generations: age subculture is defined by a cohort of individuals born in the same period and who therefore share a set of significant experiences.

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Ethnic groups: recognizable cultural and genetic common bonds that unite their members and make them a distinct category.

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Regional subcultures: geographic location with specificities that may justify considering it as a distinct segment.

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Social classes: a complex set of variables that include income, family background, education, and occupation, and which refer to the idea of rank within a society.

Culture Culture transmits a set of values to its members and represents the accumulation of shared meanings, rituals, norms and traditions. Culture is also distinguished in the material objects and services produced and valued by a group of individuals.

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5. WHAT ARE THE CONTEXTUAL OR SITUATIONAL FACTORS THAT INFLUENCE BUYING BEHAVIOUR? •

Mood: a temporary emotional state, positive or negative.

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Available time: time spent on a purchase decision.

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The physical purchasing environment: the decor, smell, and temperature.

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The social buying environment: the presence or absence of other consumers during a purchase.

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