24108 Chapter Notes - Chapter 4: Reference Group, Opinion Leadership, Subculture
Consumer Behaviour I
Maslow’s Hierarchy of Needs:
•Self-actualisation - e.g. creative arts, service to others
•Esteem - e.g. respect from peers
•Emotional - love or belongingness e.g. intimacy
•Safety - e.g. housing, money
•Physiological - e.g. hunger, thirst
Consumer Behaviour - the analysis of the behaviour of individuals and households who buy goods
and services for personal consumption.
Consumers make decision along a continuum, from habitual decision making at one end to
extended decision making at the other.
5 Way Supermarkets Stimulate Consumption:
•Olfactory marketing - placing bakery sections that smell nice near entrances
•Locating aisles so consumers follow up and down each section
•Planograms - eye level is buy level, pricey brand-name products at eye level
•Essentials spread out in remote corners
•Mark-ups
Situational Influences - circumstances consumers find themselves in when making purchasing
decisions:
-Physical location
-Social interaction
-Time available
-Purchase motivation
-Consumer mood
Cultural Influences (Group) - influences on behaviours that operate at the societal level:
•Power distance - degree of acceptable inequality within a culture
•Uncertainty avoidance - extent to which people feel threatened by uncertainty, seek to reduce it
•Individualism - extent to which people focus on their own goals over those of the group
•Masculinity - extent to which assertiveness and status are valued over solidarity and life quality
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