50588037 Consumer Behaviour
-
Upload
meenalshubham -
Category
Documents
-
view
217 -
download
0
Transcript of 50588037 Consumer Behaviour
![Page 1: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/1.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 1/15
What makes people consumers?
![Page 2: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/2.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 2/15
“There is only one boss – the customer. And he can fireeveryone from the Chairman down”
Sam Walton, Founder, WalMart Stores
![Page 3: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/3.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 3/15
marketer should find answer
What are the products they buy?
Why they buy them?
How they buy them?
When they buy them?
Where they buy them?
How often they buy them?
3
![Page 4: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/4.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 4/15
Consumer Buying Behavior refers to the buyingbehavior of final consumers -individuals &households who buy goods and services for personalconsumption.
The central question for marketers is:
“How do consumers respond to various marketingefforts the company might use?”
4
Consumer Buying Behavior
![Page 5: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/5.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 5/15
Simplified Model
MarketingStimuli
TargetAudienceResponse
Black Box
![Page 6: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/6.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 6/15
Model of Buyer Behavior
6
Marketing andOther Stimuli
Marketing ProductPricePlacePromotion
Other EconomicTechnologicalPoliticalCultural
Buyer’s Black Box
Factors influencing c.bBuyer Decision Process
Buyer Responses
Product ChoiceBrand Choice
Purchase TimingPurchase Amount
![Page 7: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/7.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 7/15
Factors Influencing
Consumer Behavior
7
Social
Referencegroups
Family
Rolesand
status
Personal Age andlife-cycle
Occupation
Economicsituation
LifestylePersonality
andself-concept
Psycho-logical
MotivationPerceptionLearning
Beliefs andattitudes
Buyer
Culture
Sub-culture
Socialclass
Cultural
![Page 8: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/8.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 8/15
Buyer Decision Process
8
PostpurchaseBehavior
PurchaseDecision
Information
SearchNeed
Recognition
Evaluationof Alternatives
![Page 9: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/9.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 9/15
Buying Process
Need Recognition
Realizes want or need
Information Search
Looks for information
Passively – heightened awareness
Actively – internet, in store, word-of-mouth,
experiential
![Page 10: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/10.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 10/15
Buying Process Evaluate Alternatives
Now informed, considers different brands
Purchase
Intention – decides on brand
Choice – actual purchase of item Many factors can change the intention
Post purchase
Satisfied customer tells 3 -4 people
Dissatisfied tells at least 10
![Page 11: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/11.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 11/15
Buying Decisions Complex Buying
Product is expensive, risky, purchased infrequently,great difference in brands
Computers, Cars
Dissonance Reducing
Expensive, infrequent, little difference between brands
Carpeting
![Page 12: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/12.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 12/15
Buying Decisions Habitual Buying
Low cost, little difference in brands
Salt, butter, toothpaste Variety Seeking
Low cost, high perceived difference
Cookies, candy, cereal
![Page 13: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/13.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 13/15
New Product Adoption Awareness – knows of product
Interest – seeks information
Evaluation – considers purchase Trial – experiences on small scale
Adoption – accepts or rejects new product
![Page 14: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/14.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 14/15
Adoption Curve
![Page 15: 50588037 Consumer Behaviour](https://reader031.fdocuments.us/reader031/viewer/2022021123/577d204a1a28ab4e1e927571/html5/thumbnails/15.jpg)
8/2/2019 50588037 Consumer Behaviour
http://slidepdf.com/reader/full/50588037-consumer-behaviour 15/15
Adoption Curve Innovators
tries at great cost
Early Adopters opinion leaders
Early Majority
pick up on hot
trend
Late Majority
skeptics
Laggards only adopt when it
become a tradition