Sociological Perspective of Consumer Behaviour
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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.
Low cost
High quality
Prompt delivery time
Inventory management
Profit maximization
Making sense of consumer behavior is important in a number of professions.
CONSUMER BEHAVIOUR (EXTERNAL ELEMENTS)
Purchase situation/ Post-purchase satisfaction
Group influences – reference group, conformity
Family decision making
Income/ social class
Canadian identity and subcultures
Age subcultures
Culture
Diffusion of Culture
CONSUMER BEHAVIOUR (INTERNAL ELEMENTS)
Perception
Learning and memory
Motivation / Involvement/ values
Self- Self concept, roles, image
Personality and Lifestyle
Attitudes
Attitude change
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
Supply and demand
Rational decision making
Perfect information
Emphasis on predicting behavior, Complications in real life, Behavioral economics—e.g., “mental