Models of Consumer Behaviour

1. Consumer Behaviour and Food Marketing � AEB 41 1 Models of Consumer Behaviour Week 2 � 17 January 2003

2. Consumer Behaviour and Food Marketing � AEB 41 2 Models of Consumer Behaviour Types of consumption Purchase paradigms Modelling food consumption behaviour Most of the topics of this lecture are covered by East (Chap. 1)

3. Consumer Behaviour and Food Marketing � AEB 41 3 What determines food choice? There are three types of influences on preference and choices for food: Characteristics of the product Characteristics of the individual Characteristics of the environment

4. Consumer Behaviour and Food Marketing � AEB 41 4 Types of consumption Important purchases Repetitive consumption Involuntary consumption Group consumption

5. Consumer Behaviour and Food Marketing � AEB 41 5 Important purchases Product purchased for the first time Infrequently purchased products Time and effort to choose Little experience High involvment Going to a new restaurant

6. Consumer Behaviour and Food Marketing � AEB 41 6 Repetitive consumption Frequent purchase (Low price) Little conscious attention Low involvement Experience goods Sugar at the supermarket

7. Consumer Behaviour and Food Marketing � AEB 41 7 Involuntary consumption Unavoidable consumption Petrol for the car Telephone Repair of roads (social form, public goods) � Choice between brands? Tab water

8. Consumer Behaviour and Food Marketing � AEB 41 8 Group consumption Purchase based on some group influence process Family expenditures Company purchases Mineral water

9. Consumer Behaviour and Food Marketing � AEB 41 9