3.Marketing and Customer Care BUYER.ppt

7/24/2019 3.Marketing and Customer Care BUYER.ppt

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Consumer Buying Behavior refers to the buyingbehavior of final consumers (individuals &households) who buy goods and services forpersonal consumption.

Consumers make many buying decisions everyday, and the buying decision is the focal point ofthe marketers effort

arketers can study actual consumer purchases

to find out what they buy, where, and how much.

Buyer Behavior

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Buyer Behavior

Characteristics "ffecting Consumer Behavior

Buyer

Buyer

Psychological

Personal

Social

Culture

#


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Buyer Behavior

Characteristics "ffecting Consumer BehaviorCulture

Forms a personswants and behavior

$ubcultureGroups with sharedvalue systems

$ocial Class

Societys divisionswho share values,

interests andbehaviors

Cultural

Social

Personal

Psychological

Key FactorsKey Factors

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Buyer Behavior

Characteristics "ffecting Consumer Behavior roups

embership

'eference

"spirational pinion eaders

Bu** marketing

+amily

any influencers 'oles and $tatus

Cultural

Social

Personal

Psychological



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Buyer Behavior

Characteristics "ffecting Consumer Behavior "ge and life cycle

ccupation

-conomic situation

ifestyle

Activities, interestsand opinions

Lifestyle segmentation

ersonality and self/concept

Cultural

Social

Personal

Psychological


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Buyer Behavior

Characteristics "ffecting Consumer Behavior

otivation

erception

earning

Beliefs andattitudes

Cultural

Social

Personal

Psychological


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sychological +actorsotivation

2 " motive is a need that is sufficientlypressing to direct the person to seeksatisfaction

2 otivation research is based on Freud3ooks for hidden and subconsciousmotivation

2 aslow ordered needs based on howpressing they are to the consumer

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sychological +actorsaslows 5ierarchy of 6eeds

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sychological +actors erception

2 erception is the process by which peopleselect, organi*e, and interpret information

2 erception 8ncludes9 $elective attention

Consumers screen out information

$elective distortion eople interpret to support beliefs

$elective retention eople retain points to support attitudes

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sychological +actors earning

earning describes changes in an individualsbehavior arising from e;perience

earning occurs through9


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sychological +actors Beliefsand "ttitudes

Belief a descriptive thought about a brand or

service

may be based on real knowledge, opinion,or faith

"ttitude describes a persons evaluations, feelings

and tendencies toward an ob=ect or idea

?hey are difficult to change

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?ypes of Buying


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?he Buyer


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?he Buyer


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?he Buyer


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?he Buyer


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?he Buyer

3.Marketing and Customer Care BUYER.ppt

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Transcript of 3.Marketing and Customer Care BUYER.ppt