Sie sind auf Seite 1von 6

Principles and Practice of Marketing

David Jobber

Chapter 3

Understanding Consumer Behaviour

Principles and Practice of Marketing David Jobber Chapter 3 Understanding Consumer Behaviour

Understanding customers

Who is important? How do they buy? What are their choice criteria? Customers Where do When
Who is
important?
How do
they buy?
What are
their choice
criteria?
Customers
Where do
When do
they buy?
they buy?

Evaluation and purchase models

High involvement: the Fishbein and Ajzen model of reasoned action

Personal

 

beliefs

beliefs
 

Normative

 

beliefs

 
beliefs
Attitudes
Attitudes
Evaluation and purchase models High involvement: the Fishbein and Ajzen model of reasoned action Personal beliefs
Evaluation and purchase models High involvement: the Fishbein and Ajzen model of reasoned action Personal beliefs

Subjective

norms

Purchase

 

intentions

 
Evaluation and purchase models High involvement: the Fishbein and Ajzen model of reasoned action Personal beliefs
  • Purchase

Low involvement: the Ehrenberg and Goodhart repeat purchase model

   

Awareness

 
Evaluation and purchase models High involvement: the Fishbein and Ajzen model of reasoned action Personal beliefs
Trial
Trial
Purchase
Purchase

Repeat

Influences on consumer purchasing behaviour

The buying situation Personal influences Social influences ● information ● processing ● motivation Consumer ● ●
The buying
situation
Personal
influences
Social
influences
information
processing
motivation
Consumer
beliefs and
attitudes
personality
culture
social class
geodemo-
graphics
reference
groups
lifestyle
lifecycle

Determinants of the extent of problem solving

Self-image Perceived risk Social factors
Self-image
Perceived risk
Social factors
Hedonism
Hedonism
Determinants of the extent of problem solving Self-image Perceived risk Social factors Hedonism Level of involvement
Level of involvement Differentiation and number of alternatives
Level of
involvement
Differentiation
and number
of alternatives
Determinants of the extent of problem solving Self-image Perceived risk Social factors Hedonism Level of involvement

Time pressure

Extent of problem solving
Extent of
problem
solving

Life cycle stages

Middle-aged

divorced no children

Life cycle stages Middle-aged divorced no children Young divorced no children Young At home Young couple
Young divorced no children
Young
divorced no
children
Young At home Young couple no single parents children Young On own divorced young with children
Young
At home
Young
couple no
single
parents
children
Young
On own
divorced
young
with
children
Life cycle stages Middle-aged divorced no children Young divorced no children Young At home Young couple

Middle-aged

married no children

Empty Empty Middle- nester nester Solitary aged married married retired parents working retired M-aged M-aged divorced
Empty
Empty
Middle-
nester
nester
Solitary
aged
married
married
retired
parents
working
retired
M-aged
M-aged
divorced
divorced
with
no dep’nt
children
children
Life cycle stages Middle-aged divorced no children Young divorced no children Young At home Young couple

On own middle-aged