Consumer behaviour
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Transcript of Consumer behaviour
Source : Principle of Marketing, Philip Kotler
1Marketing
Analyzing Consumer Behaviour
By : Shinta Rahmani, SE., M.Si
Source : Principle of Marketing, Philip Kotler
2Marketing
ANALYZING CONSUMER BEHAVIOR
FACTORS INFLUENCING CONSUMER BEHAVIOR BUYING ROLES TYPES OF BUYING BEHAVIOR THE BUYING DECISION PROCESS
Source : Principle of Marketing, Philip Kotler
3Marketing
FACTORS INFLUENCING CONSUMER BEHAVIOR
CULTURAL FACTORS: Culture Sub-culture Social Class
SOCIAL FACTORS: Reference groups Family Roles & statuses
Source : Principle of Marketing, Philip Kotler
4Marketing
FACTORS INFLUENCING CONSUMER BEHAVIOR(2)
PERSONAL FACTORS Age and Life-Cycle Stage Occupation Economic Circumstances Lifestyle Personality & Self-concept
Source : Principle of Marketing, Philip Kotler
5Marketing
FACTORS INFLUENCING CONSUMER BEHAVIOR (3)
PSYCHOLOGICAL FACTORS
Motivation Learning Perception Beliefs & Attitudes
Source : Principle of Marketing, Philip Kotler
6Marketing
Maslow’s Hierarchy of Needs
Esteem Needs(self-esteem, status)
Social Needs(sense of belonging, love)
Safety Needs(security, protection)
Physiological Needs(hunger, thirst)
Self Actualization
(Self-development)
Source : Principle of Marketing, Philip Kotler
7Marketing
Buying Roles
INITIATOR: The first person to suggest the idea of buying.
INFLUENCER: A person whose views impact the buying decision.
DECIDER: The person who decides on what, when & where to buy the product or service.
BUYER: The actual purchaser. USER: The person who uses/consumes the
product or service.
Source : Principle of Marketing, Philip Kotler
8Marketing
TYPES OF BUYING BEHAVIOR
DEGREE OF INVOLVEMENT
LOWHIGH
DEGREE OFDIFFERENCESIN BRANDS
HIGH
LOW
COMPLEXBUYINGBEHAVIOR
DISSONANCE-REDUCINGBUYINGBEHAVIOR
VARIETY-SEEKINGBUYINGBEHAVIOR
HABITUALBUYINGBEHAVIOR
Source : Principle of Marketing, Philip Kotler
9Marketing
THE BUYING DECISION PROCESS
Problem/need Recognition Information Search Evaluation Of Alternatives Purchase Decision Postpurchase Behavior
Source : Principle of Marketing, Philip Kotler
10Marketing
PROBLEM/NEED RECOGNITION
From Internal Stimuli: Hunger Thirst Fear
From External Stimuli: Neighbor’s Purchases Advertisements Window Shopping Newspapers & Magazines
Source : Principle of Marketing, Philip Kotler
11Marketing
INFORMATION SEARCH
From Personal Sources:
Family Friends Neighbors Acquaintances
From Commercial Sources:
Advertisements Dealers Salespersons Packaging Displays
Source : Principle of Marketing, Philip Kotler
12Marketing
INFORMATION SEARCH (CONTD)
From Commercial Sources: Advertisements Dealers Salespersons Packaging Displays
Source : Principle of Marketing, Philip Kotler
13Marketing
INFORMATION SEARCH (CONTD)
From Public Sources:
Mass Media Chambers of
Commerce Consumer Rating
Magazines
From Experiential Sources:
Handling the Product
Examining the Product
Using the Product
Source : Principle of Marketing, Philip Kotler
14Marketing
EVALUATION OF ALTERNATIVES Successive Sets in Consumer Decision-
Making: Total Set Awareness Set Consideration Set Choice Set Buying Decision
(continued)
Source : Principle of Marketing, Philip Kotler
15Marketing
PURCHASE DECISION Interfering Factors: Attitudes of Others: Opposing and intense
opinions of family members, close friends and acquaintances
Unanticipated situational factors: Changes in income, job transfer, loss of employment, change of priority e.g. sudden payment of educational fees etc.
Source : Principle of Marketing, Philip Kotler
16Marketing
POST PURCHASE BEHAVIOR
Post purchase Satisfaction: Keep the Product Store the Product Convert to a Second Use
Post purchase Dissatisfaction: Try to return the product/take legal recourse Rent it Get rid of it/Throw it