Influences on consumer behaviour Situational influences, Decision-process influences, Internal influences, External influences
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1 Lecture Slides + Textbook + Tutorial MKTG2112 Consumer Behaviour Marketing is the process of building profitable customer relationships by creating value for customers and capturing value in return. The goal of marketing is to attract new customers by promising superior value, and to keep current customers by delivering satisfaction. Customer Value To survive in a competitive environment an organisation must provide its target customers with more value than its competitors do. Customer value is the difference between all the benefits derived from the total product and all the costs of acquiring those benefits. Providing superior customer value requires the organisation to anticipate and react to customer needs faster and better than its competitors Consumer behaviour A discipline dealing with how and why consumers purchase (or do not purchase) goods and services Both questions are relevant, because marketers need to identify the variables influencing consumer decisions ('why') as well as the processes by which consumers put together the information relevant to the purchase for the purpose of making their choice ('how') Consumer behaviour is not just about buying, but also disposing Understanding of consumer behaviour can lead to the long-term success of company's products Consumer behaviour tends to be person-, product- and situation-specific. i.e. purchase behaviour may vary from one product to another, or from one use to another for the same product. insight gained from one consumer behaviour study is not always the right answer Managers require an understanding of consumer behaviour for the purpose of making better marketing decisions The dynamic interaction of affect, cognition, behaviour, and the environment by which human beings conduct the exchange aspects of their lives Influences on consumer behaviour Situational influences, Decision-process influences, Internal influences, External influences
2 Situational influences (Types of situations that can influence consumer behaviour) It is important for marketers to understand which situational factors are most relevant to the purchase decisions relating to particular product categories Situational influences: all those situational factors particular to a time and place of observation that impacts consumer behaviour. Situational influences can be ignored when the characteristics of the buyer or the stimulus object are so intense that they are influential across all relevant situations. e.g. consumer is so loyal to a particular brand that it is the only one they will consider purchasing, regardless of other factors. A marketer must understand 3 important aspects in order to use situational influences in marketing strategy: - When a particular situation will influence consumer behaviour - How strong the effect is likely to be - The way in which the situation will influence behaviour. The below situational influences influence the situations (4 types of situations discussed below) Physical surroundings - Material environment surrounding the consumer at the time of communication, purchase or consumption - E.g. location, décor, sounds, store interior, lighting, weather and visible configurations of merchandise - Atmospherics of retail outlets and servicescape of service delivery location (servicescape further discussed below) - E.g. Bright and clean make-up department is more likely to attract customers than shadowy and black departments. - E.g. A retail clothing store specialising in highly fashionable clothing would have to focus on the physical characteristics of purchase situation such as the fixtures, furnishings, colours and also the staffs appearance to reflect an overall mood of style and newness - According to the research, people remember only about 10% of what they read but up to 80% of what they experience. physical surroundings play an important role in reinforcing the brand. Social surroundings - The presence of other people who could affect the individual consumer s behaviour - E.g. other people present, their characteristics, their apparent roles and the interpersonal interactions occurring; friends, family, sales staff, crowds
3 - E.g. there are 2 cafés, one is so packed while the other is empty most people will go to the packed one - Often people are not even aware of this impact. E.g. decisions for the food choice varied according to whether consumers were served by a slim or an overweight salesperson - Social influence is a very significant factor acting on behaviour as individuals tend to comply with group expectations, particularly when their behaviour is visible Research found that consumers who make individual decisions in a group often adjust their choice according to what others do, either to conform to group norms or, conversely, to seek variety - Social influence may also have negative effects most of those who started smoking did so with their friends. Temporal perspective (time) - situational factors that relate to the effect of time on consumer behaviour - Including time of day, season, occasion, time constraints imposed by prior commitment - Time is also relevant in terms of the ability of a particular product to provide consumers reduction of time to complete the task - The amount of time available for a particular purchase has a significant effect on the consumer decision process - The less time there is available (the greater the time pressure), the shorter the information search period and smaller number of alternatives being considered these consumers feel safer with nationally branded or 'known' products, as they do not have time to engage in extensive comparison shopping. - Time affects consumers' choice of retail outlet. E.g. consumers are less likely to visit a department store when they are time-pressured than when they are not. - Below shows an example of where importance of time is emphasised in product communications - Seasonality is another important aspects of temporal perspective Charities and other non-profit organisations can use seasonality to send their message as below
4 Task definition - The individual s reason for the purchase/consumption - E.g. shopping for a birthday gift, shopping for bread and milk - How the task is defined will shape an influence or quality, time spent and other purchase factors Antecedent states - Transient/momentary moods (e.g. sad, excited, anxiety) or conditions (e.g. tired, unwell, cash on hand, illness) affect consumer behaviour
5 - Moods both affect and are affected by the consumption process. E.g. television program content can influence mood, which in turn influence informationprocessing activities. - Marketers try to influence moods and to time marketing activities so that they coincide with positive mood-inducing events - Many companies prefer to advertise during 'light' television programs because viewers tend to be in a good mood while watching these shows - Whereas moods reflect states of mind, momentary conditions reflect states of being, such as being tired, being unwell, having a lot of money, having no money, and etc Many purchase situations has numerous aspects of situational influences discussed above. E.g. supermarket shopping. The decision whether to use a full-service or self-service checkout, if both are offered (physical surroundings), is influenced by many factors. If you're undertaking a leisurely shop on a Saturday afternoon and are feeling relaxed (antecedent state), you may be more willing to wait for the full service. If you're trying to make a quick purchase on your way to a class, you may be more willing to take the self-service option (temporal perspective). Additionally, you will be more likely to use a self-service checkout if you are shopping with younger family members where you could show them how to process their own items (social surroundings) *Situation: set of factors other than the individual consumer and the stimulus object (e.g. the product being considered or the advertisement being viewed) to which the consumer might react
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