Need Recognition
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Search
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Pre-Purchase Evaluation
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PURCHASE
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Consumption
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Post Purchase Evaluation
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Buy Again
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Good, OK, Bad, etc
The theory behind marketing is that if you understand the marketing aspects behind people, and who you're marketing too, that you're able to get into what they like or don't like, and make a more personal response for what they want out of it; so you're able to make a more personal sale to the person and thus gain more of a audience.
You: Exposure, attention, comprehension, acceptance, retention, <-> Memory <-> Buyer Behaviour Process <-> Environment, Culture, Social, Family, Class, Work, Ethics
We also looked at Maslow's Hierarchy of Needs, which is something I've looked at previously. It's the idea behind that, what you absolutely need in life, from priority being the bottom to going up to stuff that is not a necessity; such as wealth, technology, etc.
5. SELF-ACTUALISATION personal values
4. ESTEEM & STATUS power, respect, worth
3. BELONGINGNESS relationship, family, home
2. SAFETY shelter, defence
1. PHYSIOLOGICAL food, water
So the idea behind the Hierarchy is you can't advance up to the top of the needs without building on the beginning ones.
Which Product?
Memory
The first thing you'd associate when buying a product is something you've already recalled upon, but you have to consider whether this was a good/bad/indifferent association. Long term or short term purchase is also coming into play, usually if it's a longer term purchase you'd be more inclined to think about
Aesthetics
Reflecting your own personality onto the aesthetic to what you purchased, why you are buying what you're buying - to influence your friends, to fit it, or emotional response? You have to be in the right emotive state to buy something. Conscience, love, etc.
Gender
Genetics - men vs women. It affects how people approach, do what they do. Women are commonly associated to work well on their own, whilst men are known to work in teams more.
Other Views
Peers, friends, family, their influence on your own opinion and how they feel about things.
