CONSUMER BEHAVIOR

Business Marketing

Consumer Behavior

Consumer Behavior involves the use and disposal of products as well as the study of how they are purchase.

What is Consumer Behavior

How consumers think, feel, reason, and select between different choices, brands, and products.

How the consumer is influenced by his or her environment e.g., culture, family, signs, media.

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer

Behavior

Behavior occurs for the individual a group (e.g., friends influence what kinds of clothes a person wears)

Business people on the job make decisions as to which products the firm should use.

Consumers are more receptive to food advertising when they are hungry.The introduction of new products must be well financed so that they can stay afloat until their products are profitable.It is important to stratify new customers, since they will influence many of their peers and customers’ brand choices.

Marketing Strategy

Involves getting information to consumers rather than selling something

Social Marketing

Culture is something that is learned rather than instinctive.

Conscious awareness of cultural standards

Warning about stereotyping

Often significant individual differences within cultures.

Culture

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Stage

Post-Purchase Stage.

Decision Making

Consumer Involvement

Compensatory Decision

Variety Seeking

Impulse purchases

Decision Making

Products may be new

Expensive

Complex

Important to consumer

Extensive Decision Making

Whether to buy

Which product to buy

Which brand to buy

Where to buy it

When to buy

Decision Making

Internal and External

Competitors

Complexity of the product

Informational Search

Inspirational Reference

Associative Reference

Dissociative Reference

Primary Reference

Secondary Reference

Group Influence

Physiological Needs

Safety & Security Needs

Social Needs

Ego Needs

Self actualization Needs

Mallows Hierarchy Of Needs

Goods have different consumer priority, their position in hierarchy corresponds to their priorityNeeds cyclically arise in every period as a demand for specific types of goodConsumer satisfies her needs starting with prime one and moving down the hierarchyIf a consumer cannot satisfy her need due to slack of good in the market, she will accumulate this need for the next period.

Hierarchy Of Needs

Geographic :Nations, regions, states

Demographic :Age, gender, family size, income

Psychographic :Social class, lifestyle, personality, AIO inventories

Behavioral :Usage rate, occasion for use, benefits,loyalty

Bases Of Segmentation

Lifestyle: pattern of living

Self-concept: -- buy a product because“it’s me!”

Branding and Self-Concept

Lifestyle Sel-Concept

Mohanad MohammedBusiness Consultant