Understanding Consumer Buying Behavior and Brand Personality Traits
Explore the psychological factors, motivations, perceptions, and learning that influence consumer behavior. Learn about the concept of brand personality traits and how they impact consumer decisions. Delve into Maslow's hierarchy of needs and the buyer decision process.
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Presentation Transcript
Consumer Buying Behaviour Week 5 part 3 Chapter 5 Consumer markets and buyer behaviour Chapter 3 Revel Essentials of Marketing (quiz date 29th October) Sarah Owens
Part Three Consumer Behaviour Part one Model of consumer behaviour Characteristics affecting consumer behavior culture Part Two Characteristics affecting consumer behavior social and personal Part Three Characteristics affecting consumer behavior Psychological Part four Types of buying decision behaviour The buyer decision process
Brand Personality A brand personality is the specific mix of human traits that may be attributed to a particular brand. One researcher identified five brand personality traits 1. Sincerity (down-to-earth, honest, wholesome, and cheerful) 2. Excitement (daring, spirited, imaginative, and up- to-date) 3. Competence (reliable, intelligent, and successful) 4. Sophistication (upper class and charming) 5. Ruggedness (outdoorsy and tough).
Characteristics affecting consumer behaviour (Continued) Psychological factors Motivation Perception Learning Beliefs and attitudes
Characteristics affecting consumer behaviour (Continued) Psychological factors motivation A motive is a need that is sufficiently pressing to direct the person to seek satisfaction. Motivation research refers to qualitative research designed to probe consumers hidden, subconscious motivations.
Characteristics affecting consumer behaviour (Continued) Maslow s hierarchy of needs
Characteristics affecting consumer behaviour (Continued) Psychological factors Perception is the process by which people select, organise and interpret information to form a meaningful picture of the world from three perceptual processes
Characteristics affecting consumer behaviour (Continued) Psychological factors Selective attention is the tendency for people to screen out most of the information to which they are exposed. Selective distortion is the tendency for people to interpret information in a way that will support what they already believe. Selective retention is the tendency to remember good points made about a brand they favour and forget good points about competing brands.
Characteristics affecting consumer behaviour (Continued) Psychological factors Learning is the change in an individual s behaviour arising from experience and occurs through the interplay of: Drives Stimuli Cues Responses Reinforcement
Characteristics affecting consumer behaviour (Continued) Psychological factors beliefs and attitudes Belief is a descriptive thought that a person holds about something based on: Knowledge Opinion Faith.
Characteristics affecting consumer behaviour (Continued) Psychological factors Attitudes describe a person s consistently favourable or unfavourable evaluations, feelings and tendencies toward an object or idea. Next part 4
