Consumer Behaviour

immediate respnse of the sensory receptors (eyes, nose) to stimuli (light, colour)

process by whichpeople select, organize, interpret these sensations

• need for achieveness
• need for affiliation
• need for power
• need for uniqueness

self-actualisation

ego needs

belongingness

safty

physiological

• sense of playfulness
• feeling of being in control
• concentration and highly focused attention
• mental enjoyment of activit for itw own sake
• distorted sense of time
• truly involved with product

1. problem recognition
2. information search
3. evaluation of alternatives
4. product choice
5. outcomes

• monetary risk
• functional risk
• physical risk
• social risk
• psychological risk

• an association of professionals or independent group experts
• those who work with the product as profession
• those friends, neighbours, relatives, or work associates who have reliable information about the brand
• observing a seal of approval of an independent testing agency
• observation of what experts do

• their preferences
• preferences of people with whom he or she has social interaction
• preferences of family members
• desire to satisfy the expectations that others have of him or her

• will enhance the image others have of him or her
• possess the characteristics that he or she would like to have
• is nice to be like the type of person that advertisements show using a particular brand
• are admired or respected b others
• help to show others what he or she is or would like to be

• propinquity
• mere exposure
• group cohesiveness

• cultural pressure
• fear of deviance (Abweichung)
• commitment
• group unanimity, size and expertise
• susceptibility to interpersonal influece (Empfänglichkeit)

• assimiliation
• maintenance
• resistance
• segregation
• environmental factors

• compatibility (Vereinbarkeit)
• trialability (Erprobbarkeit)
• complexity
• observability
• relative advantage