marketing_notes2008 - CHAPTER 5 CONSUMER BEHAVIOUR...

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CHAPTER 5 – CONSUMER BEHAVIOUR Marketers undertake consumer research to try and learn more about what consumers hbuy, who buys, how and when and where and why they buy How do consumers respond to the various marketing stimuli the marketing organisation might use? PSYCHOLOGICAL motivation, perception, beliefs, attitudes, past experiences, PERSONAL age, occupation, education, income level, personality CULTURAL religion, social class, tradition SOCIAL household type, family role, reference groups ENVIRONMENTAL economic, political, technological GEOGRAPHICAL location, urban/rural, natural environment, proximity MARKETING pricing, attractiveness, quantity, quality, pitch, exposure Cognitive – attitudes not influenced by emotion Affective – emotional such as like or dislike Conative – intention ro prucase Types of buying decision behaviour Complex highly involved, difference between brands Variety brand conscious, low involvement Habitual low involvement, buy out of habit, not brand conscious dissonance-reducing high involvement, not brand concoius CHAPTER 6 – BUSINESS MARKET BEHAVIOUR Businesses are also consumers – they buy products to resell or use in production processes – includes clubs, organisations, governments, institutions, educators. Factors: Buy in bulk Derived demand Geographic location Inelastic demand (not affected by price change) Professional purchasing, tenders, purchasing agents, quotations, contracts, accounting Volatile influences – internal & external, specific needs, Just in time systems, existing relationships Individual or whole business Re-buys can be: Straight supplies, petty goods, elec, phone etc Modified products, capital, office equip, consulting New task products, installations, complex, capital, custom Whole systems major weapon/communication systems, IT CHAPTER 7 – MARKET SEGMENTATION, TARGETING & POSITIONING
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Markets are segmented according to factors influencing buying patterns Geographical City size, density, climate, region Demographic Age, sex, family size, income, occupation, education, religion, nationality Psychographic Socioeconomic, status, values, attitudes, personality Behavioural Purchase occasion, benefits sought, user status, usage rate, loyalty, attitude Positioning: Image, brand, quality, perception, personalisation, competitive advantages, product differentiation Which position to promote? How many positions to promote? Promote different positions to different markets? Different positions for different goals? Profit, market share, customer retention etc
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This note was uploaded on 12/12/2011 for the course MARK 1021 taught by Professor Mahhamde during the Three '11 term at University of New South Wales.

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marketing_notes2008 - CHAPTER 5 CONSUMER BEHAVIOUR...

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