Consumer behaviour

Résumé du document

Understanding the purchasing behavior of the consumer is the key step for the Marketing process. Our aim is to analyze the process which leads to the purchase. We must remember that a consumer can be a person, a family, or an organization. Thus there are 3 purchase situations: Individual purchase, family purchase, and industrial purchase. In Marketing, it is important to understand mechanisms that lead the consumer behavior. In this analysis we must understand: product conception, price fixing, and advertising creation. There is a lot of literature available that shows explanatory factors that detail purchase behavior. A big part of the individual behavior is conditioned by the culture of the society to which it belongs. We can define culture as a combined way of thinking, feeling, and acting, which are learned and shared by a person in a group. The culture rises from a value system, standards, and life habits. Culture varies according to time and countries.

Extraits

[...] - The notion of attitude is linked to the concept of attributes: these are the decisive characteristics of a product (those taken counts it in the process of decision) - The opinion is the expression of an attitude: but attention, they reflect only the consistent attitudes (it's a limit of inquiries by opinion poll!) - In marketing studies, they measure attitudes from the position of the individuals in comparison with different items.(the ladder of attitude). The personality : It influences the behaviour of purchase, but unfortunately she is difficult to use in marketing. The picture of one : This notion is linked to previous. It is the way sees herself a person and the picture of which she thinks that the others have of her. [...]

[...] For a given product, there are different motivations and brakes, which changes according to the individuals. Joannis offers an interesting classification .He finds three categories of motivations: - Hedonists motivation: dependent on the research of the pleasure - Oblatives motivations: dependent on the desire to give pleasure with others - Motivations of auto-expression: dependent on the desire to express who we are. Brakes : - Fright: negative impulses caused by real or imaginary, in the use of the product. It includes the price of the product in this category. [...]

[...] We can define the culture as a together ways to think, ways to feel, and ways to act, learned and shared by a person group. The culture rises up by a values system, standards, and life habits. The culture varies according to time and countries. Ex: The pleasure search and the sensuality, the desire an easy life, the desire to stay young . Are tendencies noted since 10 years ago in our occidental countries? In the marketing international field, we must be attention to the cultural differences of a country. [...]

[...] This variable is hardly useful well which is important. It is necessary to make comply the picture of the product and the picture of one. The perception : It's the process of selection, organization and interpretation of information that they received. It's a group of perceptions that they have products or a brand constitute the image. The lifestyle We shall note that this factor is for the border between the individual and sociological factors. We notice that: - average French does not exist - The social class or socioprofessional groups are not enough to explain the differences of behavior of the individuals. [...]

[...] In France, the Secodip distinguishes 4 classes based on a monthly income: L'INSEE distinguishes a classification by profession and socials categories A : CEO, liberal profession, superior executive B : average executive, owner Small businesses, craftsman's C : workman qualified, employee D : workman no qualified, agricultural worker, inactive pensioner Reference Groups : They are group which a person want integrate. Ex: club, work group. Those groups present to the person model of behavior, influence his attitudes, mostly for up market products. Ex: Young are members of friend groups, who are a reference group. The memberships to these groups participate at the creation of a social identity. [...]