RMG 200 Lecture 2: Consumer Buying Behaviour

• School: Ryerson University
• Department: Retail Management
• Course: RMG 200
• Professor: Janice Rudkowski

Document Summary

Lecture 2 chapter 3: customer buying behaviour. Consumer expectations will be to connect to anyone at any time. Consumers will become more adept to controlling the ways they interact. Clout control strength by association to drive change. Context control tools to allow consumers to conduct transactions any time. Consumers will gravitate towards more customizable items. External source consumer reports, advertising, word of mouth, internet, social media: evaluation. Ao = attitude towards the product (ice cream) Bi = belief about relationship between retailer and attribute. Ei= the evaluation/importance of attribute i (outcome). N= the number of salient or important attributes. Consideration set set of alternatives the customer valuates when making a merchandise selection. Beliefs vs. importance (values: visit (buy) Attitude (behavioural beliefs weighted by outcome evaluations), subjective norm (normative beliefs weighted by motivation to comply), perceived behavioural control (control beliefs weighted by influence control) = behavioural intention = behaviour: post-purchase evaluation.