Final Ppt of Ishan
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Transcript of Final Ppt of Ishan
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Presented By:
Ishan
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Outline Definition
Need to analyze behavior
Types Influencing factors
Consumer buying process
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Buying Behavior Definition :
The decision process and acts of people
involved in buying and using products.
How does the buyer make purchasing decision?
What factors influence consumer purchases?
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Need to analyze buying behavior
What, Where, When & How Marketing Mix.
Helps predict how consumers will respond tomarketing strategies.
Great impact on the success of firms marketingstrategy.
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Types of consumer buying behavior
Routine Response/Programmed Behavior Limited Decision Making
Extensive Decision Making
Impulse Buying
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Routine Response / Programmed
Behavior
Frequently purchased low cost items.
Low involvement required.
Little search and decision effort
Purchased almost automatically.
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Examples- routine response
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Limited Decision Making Occasional buying.
When information is needed for a unfamiliar brand in
a familiar product category. Requires a moderate amount of time for information
gathering.
Loyalty to a brand
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Examples- limited decision
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Extensive Decision Making Complex process- requires high involvement
unfamiliar, expensive, infrequently bought
products. High degree of
economic/performance/psychological risk.
Lot of time spent seeking information and
deciding.
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Examples- extensive decision
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Impulse Buying
Basis - purchase of the same product does not alwayselicit the same Buying Behavior.
Reason determines the extent of decision-making.
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Examples- impulse buying
THIS or THIS ??
going for the dinner- reason can be an anniversarycelebration, or a meal with a couple of friends.
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Influencing factors:
Cultural Factors
Social Factors
Psychological Factors
The marketer must be aware of these factors in order todevelop a appropriate marketing mix for its target market.
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Cultural Factors Cultural factors exert the broadest and deepest
influence
a) Culture
b) Subculture,
c) Social class
are particularly important in buying behavior.
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Social Factors Consumerswants, learning, motives etc. are
influenced by family, reference groups, social class
A) Roles and StatusB) Family
C) Reference group
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Psychological Factors A persons buying choices are influenced by 4 major
psychological factors
1.Motivation2. Perception
3. Learning
4. Beliefs & attitudes
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Consumer Buying Process
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Evaluation of Alternatives
Purchase Decision
Post-purchase Behavior
5 Stage Model of
the ConsumerBuying Process
Need Recognition
Information Search
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Need Recognition (awareness of need)
The buying process starts when the buyerrecognizes a problem or need.
The need can be triggered by internal ,external,marketing stimuli.
Ex.- persons normal needs-hunger/ thrust risesto threshold level and becomes a drive.
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Information searchAn aroused consumer will be inclined to search for
more information
Internal search- memory. External search- if he needs more information.
Friends and relatives (word of mouth); Marketerdominated sources; comparison shopping; publicsources etc.
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Contd.. Helps buyer find possible alternatives- i.e- the evokedset.
Hungry- want to go out and eat,
evoked set is Chinese food
Indian food etc.
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Evaluation of Alternatives- Competitor brand information
Consumer evaluation process
1. The consumer is trying to satisfy the needs.
2. The consumer is looking for certain benefits fromthe product solution.
3. The consumer sees each product as a bundle ofattributes for delivering the benefits sought tosatisfy these needs
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Contd..Attributes of interests to buyer :
Cameras : picture, sharpness, size ,price
Hotels: Location ,cleanliness, atmosphere, price
If not satisfied with your choice then return to thesearch phase.
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Purchase decision- In evaluation stage the consumer form preferences
among the brands
In this phase-Choose buying alternative
includes product, package, store, method of purchase ,Incentives offered, out of stock, budget etc.
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Consumer
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Post-Purchase Evaluation-outcome: Satisfaction or Dissatisfaction.
Have you made the right decision?
This can be reduced by warranties, after salescommunication etc.
Ex: After eating an Indian meal, may think that really
you wanted a Chinese meal instead of Indian.
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THANK YOU