Consumer Behavoir
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Transcript of Consumer Behavoir
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