Psychology of Consumer Behaviour
L 1
Ing. Jiří Šnajdar
2016
Psychology of Consumer´s Behaviour
1.1 What we are observing with idea of behaviour of
customer.
• Find today customers personality and psychology of
consumer behaviour is maybe simple statement
• Human being needs to find goods for living as other
creatures in the nature
• In the past human lived from the nature and surroundins
gave them that what needed, so nature products which
aquired as well consumed
• The way to obtain and satisfy in case of need was hunting
and need was satisfaction – the catch
Psychology of Consumer´s Behaviour
• Ability of human are leading to distance from final effect.
Aspect of work money and other are today normal. Barter
in the past trade by exchange of goods.
• Behaviour of human is not straigth forward and must see
social environ and material background
• Some basic need and instinkts stay and orientation of
today customer remain
• Market research is concentrating on behaviour, which are
in human genetically codefied
Psychology of Consumer´s Behaviour
1.2
Research in to conduct of customer and its place
in marketing
• Behaviour of consumer and research of market is in
connection with special disciplines – system of rules.
• We need to observe Kotler‘s conception with practical
marketing phenomena – price,promotion, product and
place of sale
• Or in Europe we more look product as trademark –
brand with all atributes and symbols and after that –
price, …. here we can see more human factor, logic,
communication in complex conception etc.
Psychology of Consumer´s Behaviour
• Behaviour – conduct
Marketing strategy and marketing decision is dependent
on conduct of customer and on factor why is
behaving in such a way.
• Information about conduct of customer are providing
many scientific disciplines as sociology, psychology,
phisiology, comperative biology etc..
• With the analysis of conduct of customers is connection
to need, motive and motivation.
• Behaviour is activity which is conducting ralationship
between need and satisfaction
Psychology of Consumer´s Behaviour
• Motivation - is intropsychic phenomenon of a individual
to its life surrounding. Starting motivation we can see as
need supportet by some deficiency
• Motive – is expression in capacity of the satisfaction
• For marketing research is important feeling of
satisfaction and not article which is a customer buying
• Offer of products and price are stimulation – incentive,
acting as starter of the mechanism.
• In practice we can use several models of behaviour of a
customer. To name some „Black Box“
Psychology of Consumer´s Behaviour
• Attention is given to entries and exits from the box.
• Marshall model – price of product, price of similar
product, income of customer and other economical
influences. This model is expecting highly informed
customer
• Other models H. Karmasin, Veblen, Lazarsfeld, KoeberRiel
• Here we can see view on standard of demand, percive
risks, cognitive state of mind. Cognitive customer is
considering careffuly and is expecting the same results
as from previous product and subjective values
Psychology of Consumer´s Behaviour
• CAD Model
Karen Horney
C – Compliance - tendency participate with activities of
others
A - Aggresion - endevour to obtain recognition,
success, admiration
D – Detachement – tendency to separate, have dissociate
from others
• Interesting is model of conduct – behaviour of customer
– Helen Karmasin
Customer is desiding on strict rational steps, information
and transparent market and so will satisfy the need
Customer is reacting pasive and automatically copy
situation. Human is emotionally exposed to dexterity and
prone to manipulation
Psychology of Consumer´s Behaviour
• Customer is social creature – will follow the others and
see itself in segment group with model prototype. Its
view is in direction of prestige and reputation status.
• Psychoanalytical customer - human which is not
understanding its conduct and is acting unaccoutable to
motives and wishes
• Cognitive customer – cognitive action strongly infuence
and control behaviour
•
Model Klaus Haupt – arrive with a complex view:
Today‘s conduct of customer is influenced with past
experiences and anticipation of a future. Customer in this
model is selecting product with its good experience from the
past.
Psychology of Consumer´s Behaviour
•
Above model is applying to qualitative research of
products.
Model J.N. Sheet process – action can be observable or not
observable and cause of conduct is hiden and located in
the mind of human.
1.3 Selected Psychological aspects of customer‘s
conduct.
Motivation – psychological theories can be divided into two
groups.
First group – subject concepts – inside this subgroup is
dealing with entry to mind and susquent reaction of
subject It iis important function – drive with motivation
change.
Psychology of Consumer´s Behaviour
Marketing is using drive as incentive to stimulate purchase
behaviour.
• Other subgroup is theory of instincts which are not
physiological
Second group of motivation theories are today more
enforced and have many supporters. Human is open to
environment and as well its existence in environment.
These theories explore relationship between individual and
environment – relation theories.
• Motivation disposition structure of a individual is directed
by mind.
• In addition to motivation disposition exist cognitive
structures. Proceeding of cognitive processes evoke in
the motivation course and influence each other.
Psychology of Consumer´s Behaviour
• Motivation disposition include need, intrest, attitude and
value. Need has every living organism. Human need is
dynamic and is in connection with activities.
• Nedd is expression of dependence of organism on
environment and as well reaction of organism on this
environment:
biological
social and economical
individual life
• Social processes are giving original psychological need
new dimension. Products are divided in to satisfactory
need:
biological
social
Psychology of Consumer´s Behaviour
• Each product will satisfy both aspects
Market research is directed to process of satisfaction of
need.
Need consist of components:
contain - shortage,surplus of products
effort
- energy for action
feeling - subjective, emotional, change by environment
• Offer on the market is incentive – impulse to start
mechanism:
incentive on side of offer give chance:
direct behaviour
satisfaction of need
start new connections
In to motivation structures and influence their future
development.
Psychology of Consumer´s Behaviour
• Need for people is influencing market with different
urgency. Human mind functions are selective. This
selectivity is important for development of symbols. It is
for market research of greate consequence and its use
in direction for consumption.
• Image – symbolic picture of product in consciousness of
customer.
• Image is in three dimensions:
cognitive
affect
execute
Psychology of Consumer´s Behaviour
Customers have other points to cover:
Learn – knowledge – brand – conduct
Brand
Opinion
Attitude - consists of cognitive part
feeling part
proceeding part
Values
Ideals
Interests
-
aim to learn from society
strong part to appreciate our conduct
hobbies it is repeted activity with link to
product or activity
Psychology of Consumer´s Behaviour
We need to return to image
Image is long distance run with tradition, expectation,
homogenity :
– support brand
Image is a slow development and require:
TOTE
Image –
-
test, operate, test - exit
brand will produce Hallo effect
new product is conforming with brand
products are similar
has tendency produce cognitive picture