MARK301 Lecture Notes - Lecture 6: Observational Learning, Roadside Assistance, Marketing Buzz
17 Apr 2015
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Document Summary
Objectives: understand consumer purchase decision process, describe the major factors that influence consumer behaviour, understand business buyer behaviour. Model of buyer behaviour: consumer behaviour: the buying behaviour of final consumers individuals and households who buy goods and services for personal consumption. Why study consumer behaviour: to plan effective marketing strategies, predict the effect of potential marketing actions, understand why past marketing actions were ineffective, avoid repeated trial and error, to help with segmentation and targeting. 1930-1960: motivation research: uncover the consumer"s subconscious or hidden motivations that determine purchase behavior. 1961-1975: learning theory, perception: a stimulus triggers a response. 1975-present: cognitive theory: define human behaviour as a dynamic, and reciprocal interaction of personal factors, behaviour, and the environment. Purchase decision process: need recognition, when does it happen, external stimuli, out of stock, dissatisfaction, new product, related products, marketing stimuli. Independent/bachelor: young married, full nest, babies through adolescents, empty nest, children move out, retirement, sole survivor.
