Summary of all required information for Marketing Communication Part B: the Consumer.
See the first page for an overview of the summarized information in this summary.
Summary - Marketing Communication
Part B: the Consumer
Belch, G. E., & Belch M. A. (2015). Chapter 4: Perspectives on consumer behaviour, pp 108-
138. Chapter 5: The communication process, pp. 141-178/ pp. 143-179.
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Additional Information From the Meetings
, Chapter 4 – Belch & Belch
Consumer behaviour = the process and activities people engage in when searching for,
selecting, purchasing, using, evaluating, and disposing of products and services to satisfy
their needs/desires.
Consumer Decision-Making Process
Problem recognition = occurs when the consumer perceives a need and becomes
motivated to solve the problem. It is caused by the difference between consumers’ ideal
state and actual state. Causes:
o Out of stock = replenish their stock, simple/routine, choosing a familiar brand.
o Dissatisfaction = with the current state/product/service (e.g. no longer stylish enough)
o New needs/wants = changes in consumer’s life (e.g. financial situation) results in
new needs/wants. It is not all about essential needs, it is also about desires: a want
is a desire for something one does not have.
o Related products/purchases = purchase of iPhone may lead to recognition of a need
for accessories.
o Marketer-induced problem recognition = marketers’ action that encourage
consumers not to be content with their current state/situation. E.g. ads for
mouthwash may be designed to create insecurities that consumers can resolve
through the use of these products. Also takes advantage of consumers’ tendency
toward novelty seeking behaviour.
o New products = introducing new products/services and telling consumers about the
types of problems they solve.
Motivation = those factors that compel a consumer to take a particular action. Through
the hierarchy of needs theory (Maslow) you can understand consumer motivations.
These are the 5 basic levels of human needs, based on importance:
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