B30B61C6d01 - Food marketing and consumer behaviour...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Food marketing and consumer behaviour - Consumer Behaviour 1 Food marketing and consumer behaviour - Consumer Behaviour 1 Food marketing and consumer behaviour Academic year 2009 - 2010 Prof. dr. ir. Wim Verbeke Department of Agricultural Economics [email protected] Food marketing and consumer behaviour - Consumer Behaviour 2 Chapter 3. Consumer Behaviour • Consumer behaviour = Buying behaviour of target market • Consumer market = – Individuals or – Housholds – Who buy for personal consumption • 7 O’s of consumer research
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Food marketing and consumer behaviour - Consumer Behaviour 2 Food marketing and consumer behaviour - Consumer Behaviour 3 Consumer Behaviour The Consumer 7 O’s of consumer research 1. Who buys? Occupants 2. What? Objects 3. Why? Objectives 4. Who participate? Organisations 5. How? Operations 6. When? Occasions 7. Where? Outlets Food marketing and consumer behaviour - Consumer Behaviour 4 Model of Buyer Behaviour Outside stimuli • Marketing mix • The environment Buyer’s Black Box • Buyer characteristics • Buyer decision making process Buyer’s Purchase Decisions • Product, Brand, Outlet choice • Purchase Time, and Quantity (amount)
Background image of page 2
Food marketing and consumer behaviour - Consumer Behaviour 3 Food marketing and consumer behaviour - Consumer Behaviour 5 The Buying Decision Process • Stages in the Buying Decision Process: – Need recognition – Information search – Evaluation of alternatives – Purchase decision – Postpurchase behaviour Food marketing and consumer behaviour - Consumer Behaviour 6
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Food marketing and consumer behaviour - Consumer Behaviour 4 Food marketing and consumer behaviour - Consumer Behaviour 7 The Buying Decision Process 1. Problem recognition = need • Buying roles: – Initiator – Influencer – Decider – Buyer – User Head of family Children Parents together Wife All family members Food marketing and consumer behaviour - Consumer Behaviour 8 2. Information search 1. Internal sources = memory, experience 2. External sources = personal, non-personal Unknown brands / products = unawareness set Known brands / products = awareness set 1. Inept = unacceptable to me 2. Inert = indifferent to me 3. Choice set = consideration set for evaluation
Background image of page 4
Food marketing and consumer behaviour - Consumer Behaviour 5 Food marketing and consumer behaviour - Consumer Behaviour 9 3. Evaluation of Alternatives Consideration set = starting point Evaluation procedure: principles Aim = Satisfy need, Search for benefits Product = bundle of attributes, characteristics Food marketing and consumer behaviour - Consumer Behaviour 10 Evaluation of Alternatives Step 1: consideration set of product or services Step 2: relevant product attributes Step 3: attribute importance weights Step 4: belief scores (perception) Step 5: determining preference score
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 05/30/2010 for the course LA IMAQUA0200 taught by Professor Wimverbeke during the Spring '10 term at Ghent University.

Page1 / 21

B30B61C6d01 - Food marketing and consumer behaviour...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online