Sociological Perspective of Consumer Behaviour

SOCIOLOGICAL PERSPECTIVE OF CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR (KAREN A. BLOTNICKY)

The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society (Ph. Kotler). Or

Individuals or groups acquiring, using, and disposing of products, services, ideas or experiences, also includes acquisition and use of information. (Michael R. Solomon) Or

How individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy their needs and desires. (Nancy J. Rabolt)

The Domain of Consumer Behaviour

WHY STUDY CONSUMER BEHAVIOUR

Consumer behavior is exciting and fun.

Businesses stay in business by attracting and retaining customers.

As the global reach of businesses expands, the job of attracting and retaining customers grows ever more challenging.

Even if you don’t go into business, understanding consumer behavior is likely to be an important tool in your job.

A consumer behavior course can make you better informed and prepared to exercise control over your own consumer behavior.

Studying consumer behavior is also important from a personal perspective.

You will be better informed and prepared to exercise more effective control over your own consumer behavior in the marketplace.

Marketers need to understand the role of consumption activities in the daily lives of consumers.

They need to have a broadened understanding of consumption.

Important to learn about customer needs and wants in B2B settings.

o Low cost

o High quality

o Prompt delivery time

o Inventory management

o Profit maximization

Making sense of consumer behavior is important in a number of professions.

CONSUMER BEHAVIOUR (EXTERNAL ELEMENTS)

пЃ® Purchase situation/ Post-purchase satisfaction

 Group influences – reference group, conformity

пЃ® Family decision making

пЃ® Income/ social class

пЃ® Canadian identity and subcultures

пЃ® Age subcultures

пЃ® Culture

пЃ® Diffusion of Culture

CONSUMER BEHAVIOUR (INTERNAL ELEMENTS)

пЃ® Perception

пЃ® Learning and memory

пЃ® Motivation / Involvement/ values

пЃ® Self- Self concept, roles, image

пЃ® Personality and Lifestyle

пЃ® Attitudes

пЃ® Attitude change

пЃ® Decision making

MAIN PERSPECTIVES OF CONSUMER BEHAVIOUR

• Anthropology

The study of people within and across cultures, Emphasis on cross-cultural differences, Questioning of assumptions within own culture

• Economical

Basic economic issues

o Supply and demand

o Rational decision making

o Perfect information

Emphasis on predicting behavior, Complications in real life, Behavioral economics—e.g., “mental