Which of the following refers to the perspective that much of consumer behavior resembles actions in a play?

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Chapter 1; An introduction to consumer behavior

Consumer behavior is the processes with which individuals and groups choose, purchase, use and

dispose (ordenen) of products, services and experiences in order to satisfy their Needs and Wants.

Some aspects of consumer behavior that will be covered in the rest of the book:

- A consumer can be described ad compared to other individuals in a number of ways. Some

marketers might find it useful to segmentate a consumer in demographics characteristics,

others are interested in the way they spend their leisure or interested in her personality.

- A consumer purchase decision are heavily influenced by the opinions and behaviours of friends

and other people, more than television commercials, magazines or advertising messages.

- A consumer is a member of a large society, people share certain cultural values or strongly

held beliefs about the way the world should be structured. Also people behave to value the

idea of reference groups.

- Marketers use market segmentation strategies to targeting a brand only to specific groups of

consumer. That means that other consumers will not be interested or may choose to avoid

that brand.

- Brands often have clearly defined images or personalities created by product advertising,

packaging, branding and other marketing strategies that focus on positioning a product a

certain way or by certain groups of consumers adopting the product.

- A bond between product or outlet and consumers may be very difficult for competitors to

break. When a product succeeds in satisfying a consumer’s specific needs or desires it may be

rewarded with many years of brand or store loyalty.

- Consumers’ evaluations of product are affected by their appearance, taste, texture or smell.

We may be influenced by the shape and colour of a package, as well as by more subtle factors.

The perspective of role theory takes the view that much of consumers behaviour resembles actions in

a play, where each consumer has lines, props and costumes that are necessary to a good

performance. Consumers are actors on the market following a script, with texts, props and costumes.

Are engaged in a continuous process of consuming of which purchase and exchange are only a very

mall part. Are playing different roles like “purchaser”, “user”, “influencer”.

Understanding consumer behaviour:

-Facilitates stimulating demand for a product

- Facilitates designing new products

-Is indispensable for the development and understanding of consumer policy

-Facilitates our understanding of the consumer society

Market segmentation divide consumer into different groups, with different needs an cater (tegemoet

komen) to these needs. The market segmentations:

Age, gender, social class, occupation, income,

ethnic group, religion, stage in life and purchaser

vs. user

Region and country differences

Self-concept, personality and lifestyle

Brand loyalty, extent of usage, usage situation

and benefits desired

Relationship marketing: marketers are making an effort to keep in touch with their customers on a

regular basis, and are giving them the reasons to maintain a bond with the company over time.