Course Notes Consumer Behaviour
Consumer Behaviour.
Current trends in CB: 1. Health, wellness; 2. Ecological things: automobile industry, detergents 3. Price sensitivity ( a lot of Discount chains are gaining in market share) 4. Social responsibility (fair trade) 5. Convenience (internet banking, 24/7 stores or stores at the gasoline stations, apps for phones) 6. Social networking/communication 7. Information overload (95%) – we perceive and further process only a small portion of information – 1-5% 8. Ubiquity (вездесущность) – we are always on 9. Picture-based communication. – the pictures superior in regard to memory. 10. Low-involvement: typically an advertiser are reaching consumers in a low-involvement situation (when u are not interested in a specific as for a specific product); product-placement 11. Hybrid Consumer – earlier it was easier to reach a target consumer. Hybrid consumer - consumer which may act in one manner in one situation, and in another situation in a different way, it is very difficult to predict the behavior. And u don’t know his income and so on, u cannot guess. 12. Emotions
Picture-Text gap – company should avoid it.
PERCEPTION:
* Visual * Auditory * Olfactory - smell * tactile * gustatory (taste)
Depends on 1) the involvement we have: whether we are willing to process the information, how interesting it is for us. 2) if we already have information about sth, it is easier to process; 3) if the message itself is interesting or very striking, grabs ur attention.
In formation is process in our sensory memory, then processed in short-term memory and then maybe transferred to the long-term memory.
Sensory memory –> Short-term memory-> long-term memory.
Sensory memory – very short durations but very complex and with high capacity. Some of the info goes to STM – depending on our involvement etc. STM has a longer duration (a bit), but smaller capacity.. Then info can be transferred to
Current trends in CB: 1. Health, wellness; 2. Ecological things: automobile industry, detergents 3. Price sensitivity ( a lot of Discount chains are gaining in market share) 4. Social responsibility (fair trade) 5. Convenience (internet banking, 24/7 stores or stores at the gasoline stations, apps for phones) 6. Social networking/communication 7. Information overload (95%) – we perceive and further process only a small portion of information – 1-5% 8. Ubiquity (вездесущность) – we are always on 9. Picture-based communication. – the pictures superior in regard to memory. 10. Low-involvement: typically an advertiser are reaching consumers in a low-involvement situation (when u are not interested in a specific as for a specific product); product-placement 11. Hybrid Consumer – earlier it was easier to reach a target consumer. Hybrid consumer - consumer which may act in one manner in one situation, and in another situation in a different way, it is very difficult to predict the behavior. And u don’t know his income and so on, u cannot guess. 12. Emotions
Picture-Text gap – company should avoid it.
PERCEPTION:
* Visual * Auditory * Olfactory - smell * tactile * gustatory (taste)
Depends on 1) the involvement we have: whether we are willing to process the information, how interesting it is for us. 2) if we already have information about sth, it is easier to process; 3) if the message itself is interesting or very striking, grabs ur attention.
In formation is process in our sensory memory, then processed in short-term memory and then maybe transferred to the long-term memory.
Sensory memory –> Short-term memory-> long-term memory.
Sensory memory – very short durations but very complex and with high capacity. Some of the info goes to STM – depending on our involvement etc. STM has a longer duration (a bit), but smaller capacity.. Then info can be transferred to