Consumers who are less knowledgeble about a category tend to evaluate a brand based on its functional characteristics. Latent Loyalty Characterised by high relative attitude and low repeat patronage. In Table comparative influence is a process of self maintenance and enrichment. This is the way as we feel. It is ultimately the role of a salesperson to develop a proper impression of the customer and to formulate a sales strategy whether to be based on expertise or similarity. An individual's reference group can range from family to a nation or a culture.
I like Beckham because I think that he is a very good example of what you can achieve with hard work and determination. In addition, diffusion models provide benchmarks against which new product introductions can be tracked. Virtual groups or communities The term virtual groups refers to web-based consumer groups. Parents are frequently dying to see their immature kids possess equal computing machine accomplishments. Decision making dynamics altered - non-married couples make decisions differently; children have greater influence in major purchases Creates some niches for marketers - divorce; adoptive services for same-sex marriages; Creates new opportunities for communication - divorce as commonplace; feature same-sex couples in ads i.
Risk consists of two dimensions: consequences - the degree of importance or the severity of an outcome and uncertainty - the consumer's subjective assessment of the likelihood of occurrence. International Journal of Marketing Studies. A decision to buy an ice-cream sundae is motivated by the desire for sensory gratification positive motivation Another approach proposes eight purchase motivations, five negative motives and three positive motives, which energise purchase decisions as illustrated in the table below. Rather, they occur in real time and are affected by other stimuli, including external environmental stimuli and the consumer's momentary situation. They sometimes provide a sort of personality for the merchandise or service and.
But his new results take the concerns a step further. It is relatively widely accepted that emotional responses require fewer processing resources i. Identity — People of this type tend to mend their attitudes and ideas to suit the objectives of the organization they associate themselves with. For instance, the immediate hedonic pleasure of eating a sweet treat often outweighs the longer term benefits of eating a healthy alternative such as fruit. In some cases, a reference group can be what is called an opinion leader, such as a rock star or famous politician, who attracts devotees. Types of Celebrity Appeals: 2.
Reference groups can be categorized in many ways. A consumer gets influenced by his family members as well as friends. Thus, the consumer's perceptions of risk drive information search activities. The customer has to deal with a vast amount of information and make a best choice, conclude and make vital decision Jakstiene, Susniene and Narbutas, 2008. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general.
Consumer Behaviour: Implications for marketing strategy. Lesson Summary A reference group is comprised of individuals or groups that influence your opinion, beliefs, and behavior. We, as humans do a lot to try to impress others. A group consists of two or more individuals who share a set of norms, values or beliefs and have a defined relationship such that their behaviour is interdependent. Marketplace Lifestyles in an Age of Social Media. It could be as a consequence of divorce or any other factor.
Characteristics of individual consumers such as , lifestyles and behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand people's wants and consumption are all investigated in formal studies of consumer behaviour. Since childhood the culture which he follows or the rituals which he observes and the moral values and the religious principles he usually receives them from his family. Those who score high on recreation-consciousness regard shopping itself as a form of enjoyment. It is a group which influence or refer a person on direct one-to-one basis. Marketers use word-of-mouth in their favor by creating a buzz around a product to catch the attention of the target segment and influence sales.
He tends to dissociate himself from them. Socialization - Process by which we develop socially relevant behavior through interaction with others as well as through interactive electronic media 2. Consumer actions, in this instance, could involve requesting a refund, making a complaint, deciding not to purchase the same brand or from the same company in the future or even spreading negative product reviews to friends or acquaintances, possibly via social media. For example, many tourists are fearful of air travel because, although the probability of being involved in an airline accident is very low, the consequences are potentially dire. As always, he used to prefer , which provides comparison in detail on brands, price, place and ways of payment and delivery. Many commercial loyalty programs are hybrid schemes, combining elements of both reward and recognition.