Page 145 - E1 Integrated Workbook STUDENT 2018

Introduction to marketing

4.4 Theories of consumer behaviour

Three key theories of consumer behaviour

Cognitive paradigm Learned behaviour Habitual decision-

theory theory making
Consumers search for Consumers take short Consumers make

all information and cuts to purchases decisions based on
evaluate alternatives based on their either loyalty, inertia
before making a satisfaction or (the need is satisfied

decision. dissatisfaction with past but there is no

purchases. particular interest in the
product) or ‘satisfying
behaviour’ (accept the
first solution that
satisfies the need).

4.5 Buyer behaviour

Buyer behaviour will be influenced by the type of consumer good:

1 Fast moving consumer goods (FMCGs)

 Cheap and purchased regularly.

 For example, bread and baked beans.

2 Durable goods

 More expensive and purchased irregularly.

 For example, computers and cars.

133