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Imchap 06
Imchap 06
CONSUMER BEHAVIOUR
CHAPTER OBJECTIVES
CHAPTER SUMMARY
Point 1 - Introduction.
Although the model is useful, two other factors that need to be taken into
account are involvement and habit formation. Involvement refers to the
subjective important of the purchase and is a function of financial and
functional importance, perceived risk, emotional value and sign value.
Alternatively many decisions can be based on habit, habit formation
being a prerequisite of brand loyalty. Depending on the degree of
involvement and whether a habit has been formed or not, four types of
buying decision emerge: complex decisions, brand loyalty, limited
decisions, and inertia.
Point 5 - Consumer information processing.
Life values are believed to provide the motivation for buying. They are
usually characterised by a set of values, which differ in relative
importance from person to person. They tend to be abstract so their
impact on consumer behaviour will be quite indirect. The way in which
consumers use product and services in a certain area to attain their life
values can also be called consumer lifestyle. What is important from a
marketing point of view is that different types of consumers have to be
addressed in different ways. Lifestyle is thus a useful tool for
segmentation.
Point 9 - Conclusion.
1. Students need to select four different products which fulfil the criteria
given in Figure 6.4 on page 116. The complex decision should be
quite easy to categorize, the decision based on inertia may prove a
little more difficult!
2. Students here need to develop their own diagrams based on Figure 6.3
(pp112) for each low and high involvement product they select.
3. Products which will tend to be non-habit forming will be those that are
not purchased regularly, such as cars, durables and furniture.
Information will come from a number of sources.
4. The advertising will need to address specific issues, e.g. reassurance
regarding product quality, product performance, financial investment,
emotional involvement, through the use of devices such as celebrity
endorsement, demonstration of performance, etc.
5. Social factors are where consumer decision-making is affected by
others and control factors are those which affect our buying decisions
but are beyond our control (pp123). With regard to social factors,
marketing strategy should be targeted at all people who will influence
the decision-making process. Control factors need counteracting by,
for example, strong branding or advertising.
6. Using Figure 6.8 (pp124) and the accompanying text, get students to
suggest possible products e.g. the value domain of self-stimulation
may be attracted by exotic, adventurous holidays. Students should
then be encouraged to suggest how these products may be promoted,
made available, and priced.
7. A repositioning strategy is probably needed here, but, without the
knowledge of what consumers want when they buy the product, this
will be difficult to achieve.
MINI CASE
SCA MOLNLYCK