MKTG 1001 – Week 2 (03/03/2020)

Learning Objective 1 – identify the main factors that influence consumer buyer behaviour

Learning Objective 2 – identify and discuss the stages in the buyer decision process

A Model of Buyer Behaviour (sense/response model)

- How do consumers respond to the various marketing stimuli?

- Marketer wants to understand how the stimuli are changed into responses inside
the consumers mind
- The buyer’s individual characteristics influence how they perceive and react to
stimuli
- The buyer’s decision process itself affects the buyer’s behaviour
 Situational
Four Factors Influencing Consumer Behaviour
Influences:

Physical Surroundings, Social Surroundings, Time Factors, Task

Definition, and Antecedent States. These affect the
communications process, the purchase situation, usage
situation, and disposal of the product.

Cultural
- Exert the broadest and deepest influence on consumer behaviour
- Culture is the set of basic values, perceptions, wants and behaviours learned by a member of
society
- Cultural group is a group of people with shared value systems based on common life experiences
and situations
- Social classes are relatively permanent and ordered divisions in a society, whose members
shared similar values, interests and behaviours

Social
- Consumer behaviour is also influenced by social factors, such as the consumer’s household type
and reference groups, as well as social roles and status
- These social factors can strongly affect consumer responses, companies must take them into
account when designing strategies
- Household types: changing lifestyles and buying roles affect marketing decisions

Personal
- A buyer’s decision is also influenced by personal characteristics such as: age, occupation,
education, economic situation, personality & self-concept, consumer lifestyle
- Brand personality is the specific mix of human traits that may be attributed to a particular brand,
including sincerity, excitement, competence, sophistication, ruggedness

Psychological Influences
- Motivation = the driving force behind any action that leads to goal resulting from unfulfilled need
- Perception = is the process by which select, organise and interpret info to form a meaningful
picture of the world
- Learning = refers to the changes in an individual’s behaviour arising from experience
- Beliefs = is a descriptive thought that a person holds out something
- Attitudes = refers to a person’s consistently favourable or unfavourable evaluations, feelings and
tendencies toward an object/idea
The Buyer Decision Process

Stage 1: Need Recognition

- The first stage of the buyer decision process in which the consumer recognises a problem or
need
- Problem recognition is the result of a discrepancy between a desired state and an actual state
- There are various types of buying decisions to be made

Stage 2: Info Search

- The stage of the buyer decision process in which the consumer is aroused to search for more info
- Can use internal info search or external (internal = preferences or past experiences, external =
opinions, professional info)

Stage 3: Evaluation of Alternatives

- The stage of the buyer decision process in which the consumer uses info to evaluate alternative
brands in choice set

Stage 4: Purchase Decision

- The stage of the buyer decision process in which the consumer actually buys the product
- Situational influencers in this stage can include the purchase task, social surroundings, physical
surroundings, temporal effects and antecedent states

Post-purchase behaviour
- The stage of the buyer decision process in which the consumers take further action after the
purchase based on their satisfaction or dissatisfaction
- Cognitive dissonance is the discomfort or conflict caused by purchasing
Types of Buying Decisions

Consumer Buying Roles

Initiator

User/
Influencer
Consumer Buying
Decision
Roles

Buyer Decider