Consumer Behaviour 2 Ppt.
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Transcript of Consumer Behaviour 2 Ppt.
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CONSUMER BEHAVIOUR
Consumer buying behaviour can be defined as the buying
behaviour of final consumers who buy goods & services forpersonal consumption.
The consumers across the world are diverse & so are the product &
services & companies. What prompts them to buy or not to buy isthe question?
MODEL OF CONSUMER BEHAVIOUR :
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Marketing andother stimuli
BlackBox
BuyersResponse
4 Ps
Environmental-
Political
Technological Economiic
Cultural
Social-
Word of Mouth
Reference Groups
Buyers mind
His characteristicsand DecisionProcess
Buy or not to buy
Product choiceBrand choice
Dealer choice
Purchase timing
Purchase Amount
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WHEN DOES HE BUY
Buying situations : Howard and Sheath have described thee buying situations as:
Routinized Response Behaviour or Straight Rebuy :-
Spends little or no time in choosing an alternative,Brand loyalty is relatively higher.Perceives low risk in buying a product.
Limited problem solving or Modified Rebury :A change in customers decision criteria. eg. Introduction of a new brand or product.Puts in a little more effort.
Extensive problem solving or New Task :High risk involved.Requires extensive learning on the part of the buyer.Customer is not aware of the various alternatives & hence is not able
to evaluate different brands.
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FACTORS AFFECTING CONSUMER BEHAVIOUR :
Consumer purchases are strongly influenced by
cultural, social, personal & psychologicalcharacteristics.
Cultural
Culture
Sub-culture
Social-
class
SocialReference Groups
Family
Rolesandstatus
Personal
Age and life-cycle stage
OccupationEconomicsituation
Lifestyle
Personality andself-concept
Psychological
Motivation
PerceptionLearning
Beliefs andAttitudes
Buyer
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CULTURAL FACTORS :
Culture
Sub-culture
Social-
class
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Culture:The set of basic values, perceptions, wants and behaviour learned by a
member of society from family & other important institutions.
Culture is the basic causeof persons wants & behaviour.
Subcultures :Each culture consists of smaller sub-cultures which have shared value
systems. It includes, nationalities, religion, social groups and
geographic regions. Many sub-cultures make up important marketsegments.
Social class :
Relatively permanent and ordered divisions in a
society whose members share similar values,interests and behaviour. E.g. higher class, lower
class in a sub-culture.
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Major Social classes :
Upper-Upper-
LowerUpper *Upper-middle
*Working class
*Upper lower*Lower-lower
*SOCIAL FACTORS :
Reference Groups:
A persons behaviour is influenced by a group.
Ref. groups expose a person to new behaviours & life styles,
attitudes & self-concept and exert pressures to conform; that may
affect buyers behaviour.
The marketers must reach to the Opinion Leaders.
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Reference-groups
Membershipgroups
Primary
Familyfriends
Secondary
School
FriendsReligiongroups
Non-membership
groups
Aspirational Disassociation
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PERSONAL FACTORS : Age & life cycle stage :
Tastes & preferences keep on changing according to a persons age.Traditional family life cycle included : young singles and marriedcouples with children.
But now we have non-traditional stages, eg.:
Unmarried couples
Childless couples (DINK)
Occupation :
Lifestyle :
A persons pattern of living as expected in his /her activities,interests and opinions.
It involves measuring consumers major AIO dimensions
Activities (work, hobbies, shopping, sports, social events),
Interests (food, fashion, family, recreation) and
Opinions (about themselves, social issues, business, products).
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PERSONALITY AND SELFCONCEPT :
The unique psychological characteristics that lead to relativelyconsistent and lasting responses to ones own environment.
Self concept :
Many marketers use the concept of self-image or self-concept (insteadof personality) to understand the consumer behaviour.
They believe in the concept we are what we have
PSYCHOLOGICAL FACTORS :MotivationA person has many needs at a given time.
A need becomes motive when it reaches a certain level of intensity.
A motive is a need that is sufficiently pressing to direct the person toseek satisfaction of the need..
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PERCEPTION : The process by which people select, organize and interpret
information to form a meaningful picture of the world.
Why do people form different perceptions?
People can form different perceptions of the same stimulus
because of the 3 perceptual processes
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Selectiveattention
Selectivedistortion
Selectiveretention
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Learning:Changes in an individuals behaviour arising from experience.
Learning theorists are of the opinion that most human behaviouris learned.
Learning occurs through the interplay of drives, stimuli, cues,responses and reinforcement.
*Beliefs and Attitudes:
A belief is a descriptive thought that a person has aboutsomething. These may be based on real knowledge, opinion or
faith and may or may not carry an emotional charge.
The beliefs make up brand or product choices.
*Attitude:
Attitude is a persons relatively consistent evaluations andfeelings towards a product or idea.
Attitude make people like or dislike a thing and hence they movetowards or away from them.
Attitudes are difficult to change.
*
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*Types of Buying Decision Behaviour:
Based on the degree of buyer involvement and the
degree of differences among brands; following are thetypes:
High Involvement Low Involvement
* Significant differences among
Brands
* Few differences among Brands
Complex
Buying
Behaviour
Variety- seeking
Buying Behaviour
Dissonance
Reducing
Behaviour
Habitual Buying
Behaviour
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The buyer decision process: It consists of five stages:
Need recognitionInformation search
Evaluation of alternatives
Purchase decision (most imp)
Post purchase behaviour
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*Need recognition:
Needrecognition
Internal
stimuli
(basic needs)
Externelstimuli
(Ads, Peer
group,
general
discussions
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Information search:
Sources of information:Personal (friends, family, acquaintances)
Commercial (ads, websites, dealers, shelf-display)
Public (product-rating organisations, internet searches)
Experiential (handling, observing, using the product)
*Evaluation of alternatives:
The stage in which the consumer uses information toevaluate alternative brands available.
Marketers should try to identify which evaluation
process is normally follwed by the customers in theirproduct category.
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*Purchase Decision:
In this stage, the consumer ranks and forms purchase intentions.
*Post-purchase Behaviour:
The stage where the consumer takes further action after purchase,based on their satisfaction or dissatisfaction.