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Voorbeeld 4 van de 124 pagina's
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SamenvattingBUYING BEHAVIOR
Prof. dr. Malaika Brengman
UGent
,An introduction to buying behavior
Prof. dr. Malaika Brengman
Introduction: What will you learn?
- What is buying/consumer behavior?
- What are the benefits of studying consumer behavior?
- How do companies and academics study consumer behavior?
What is consumer buying behavior?
Think about a recent purchase.
Purchase decisions
à What?
à Why?
à When?
à Where?
à With whom?
à What brand?
à At what price?
à Decision making process?
How did you come to the purchase of: What differences do you see among these
ü The clothing you are wearing purchase decisions?
ü A pair of Louboutin shoes What are the similarities?
ü Your lunch at noon
ü The choice of this university Similarities:
ü A crate of beer for a party later à Structure of consumer behavior and purchase
on decision making
ü Gasoline on your way home
ü Your last holiday trip Differences:
ü A car à Characteristics affecting consumer behavior
ü A house / your student home • Cultural factors (origin)
(also rental) • Social factors (others around us)
ü Funeral insurance? • Personal factors (age, income,…)
• Psychological factors (we do not
always act rational)
Buying behavior defined
Consumer buying behavior
=
“The activities involved in purchasing and using goods and services.”
-Smith, 2017, Consumer Psychology
6
, “…reflects the totality of consumers’ decisions with respect to the acquisition, consumption and
disposition of goods, services, time and ideas by (human) decision-making units over time.”
-Hoyer & MacInnis, Consumer Behavior
“The study of the processes involved when individuals or groups select, purchase, use or dispose of
products, services, ideas, activities, people or experiences to satisfy needs and desires.”
-Solomon et al., 2019, Consumer Behavior, A European Perspective
The what of consumption
The study of the processes involved when individuals or groups select, purchase, use or
dispose of products, services, ideas, activities, people or experiences to satisfy needs and
desires.
Think about a recent purchase. The study of the processes involved when individuals or
Which issues did you consider groups select, purchase, use or dispose of products,
before, during and after buying? services, ideas, activities, people or experiences to
satisfy needs and desires.
à more than just buying
The how of consumption
Consumer buying behavior is a process, not an event.
Acquiring Consuming Disposing
• Deciding to buy a • How you use/store • How you get rid of
product product unwanted product
• Talking about products • Who uses the product • How much you throw
• Deciding between • How much you away after use
brands consume • Reselling products
• Where to buy • How product • How you recycle
• How to pay consumption compares products
• Other ways to acquire with expectation
Consumer Company
Acquiring Do I need a product? How can we induce needs?
What do I know about the Ho do we change knowledge or attitudes towards our
product? product?
How do I feel about a product? What cues do people use to infer quality, form an
Where do I get information? image or decide?
How do I decide? Do consumers look at tangible or more subtle product
Is buying stressfull? Pleasant? characteristics?
How can we make the store experience pleasant?
7
, Consuming What does the product say What image do we want to have?
about me? How can we increase volumes?
How much will I consume? How can we facilitate positive WOM?
Am I satisfied with the product? How can we help dissatisfied consumers?
Disposing How do I dispose of the product? How can we help people disposing of products in
environmentally friendly ways?
à more cyclical than sequential
BEHAVIOR DOMAIN OBSERVABILITY DESCRIPTION
OVERT Physical Actions By Individuals and What You Do
(External) Others
VERBAL Spoken or Written By Individual and What You Say or
words (External) Others Write
COGNITIVE Mental Thoughts By Individual Alone How You Decide
(Internal) What to Do and Say
Table: Different types of behavior
The how of consumption:
The study of the processes involved when individuals or groups select, purchase, use or
dispose of products, services, ideas, activities, people or experiences to satisfy needs and
desires.
(what ads say vs what consumers hear)
• Perception
• Memory
• Attitudes
• Decision making
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