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A
PAPER PRESENTATION
STATE LEVEL SEMINAR
ON
CONSUMER BUYING BEHAVIOUR
PRESENTED BY
AGVAN JAVED H.
INSTITUTE NAME
K.K.PAREKH INSTITUTE OF MANAGEMENT
STUDIES, AMRELI
AT
N.R.VEKARIA INSTITUTE OF MANAGEMENT
STUDIES, JUNAGADH
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ABSTRACT:-
This paper presentation defines that consumer is a king of market that is why there is
need for marketer to studying consumer behaviour as a whole, it is basic
requirement for all marketer to check buying behaviour of consumer, Consumer
Buying Behavior the decision processes and acts of final household consumers
associated with evaluating, buying, consuming, and discarding products for personal
consumption Consider the purchase an automobile. You generally will not consider
different options until some event triggers a need, such as a problem needing
potentially expensive repair. Once this need has put you "on the market", you begin
to ask your friends for recommendations regarding dealerships and car models. After
visiting several dealerships, you test drive several models and finally decide on a
particular model.
INTRODUCTION:-
Customer behaviour study is based on consumer buying behaviour, with the
customer playing the three distinct roles of user, payer and buyer. Research has
shown that consumer behavior is difficult to predict, even for experts in the field.
Relationship marketing is an influential asset for customer behaviour analysis as it
has a keen interest in the re-discovery of the true meaning of marketing through the
re-affirmation of the importance of the customer or buyer. A greater importance is
also placed on consumer retention, customer relationship management,
personalisation, customisation and one-to-one marketing. Social functions can be
categorized into social choice and welfare functions.
MEANING:-
Consumer behaviour is defined as activities people undertake when obtaining
consuming and disposing of product and service. Simply stated consumer behaviour
has traditionally been thought of as the study of why people buy.
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DEFINITION:-
Consumer behaviour is the study of when, why, how, and where people do or do not
buy a product. It blends elements from psychology, sociology, social anthropology
and economics. It attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual consumers such as
demographics and behavioural variables in an attempt to understand people's wants.
It also tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general.
GROUP INFLUENCES ON CONSUMER BEHAVIOR
Culture
the set of basic values, beliefs, norms, and associated behaviors that are learned by
a member of society
Note that culture is something that is learned and that it has a relatively long lasting
effect on the behaviors of an individual. As an example of cultural influences,
consider how the salesperson in an appliance store in the U.S. must react to
different couples who are considering the purchase of a refrigerator. In some
subcultures, the husband will play a dominant role in the purchase decision; in
others, the wife will play a more dominant role.
SocialClass
a group of individuals with similar social rank, based on such factors as occupation,
education, and wealth
ReferenceGroups
groups, often temporary, that affect a person's values, attitude, or behaviors
E.g., your behaviors around colleagues at work or friends at school are
probably different from your behaviors around your parents, no matter your
age or stage in the family life cycle. If you were a used car salesperson, how
might you respond differently to a nineteen year old prospect accompanied by
her boyfriend from one accompanied by two girlfriends?
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Opinionleader
a person within a reference group who exerts influence on others because of
special skills, knowledge, personality, etc.
o You might ask the webmaster at work for an opinion about a particular
software application. Software manufacturers often give away free beta
copies of software to potential opinion leaders with the hope that they
will in turn influence many others to purchase the product.
Family
a group of people related by blood, marraige, or other socially approved relationship
ENVIRONMENTAL/SITUATIONAL INFLUENCES ON CONSUMER BEHAVIOR
Do you like grapes? Do you like peas?
You might like grapes as a snack after lunch, but probably not as a dessert after a
fancy meal in a restaurant. You might like peas, but probably not as a topping on
your pancakes. Everyday situations cause an interaction between various factors
which influence our behaviors. If you work for tips (a form of incentive related to
commission) as a waiter or waitress, you must certainly be aware of such
interactions which can increase or decrease your sales.
If you are doing your Saturday grocery shopping and are looking for orange juice,
you are probably much more sensitive to price than if you stop at the quick store late
at night, when you are tired and cranky, after a late meeting at the office. A prospect
shopping for a new automobile while debating the wisdom of a necessary expensive
repair to his car might be more interested in what cars are on the lot than in shopping
for the best deal that might involve a special order.
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INTERNAL INFLUENCES ON CONSUMER BEHAVIOR
personality
a person's distinguishing psychological characteristics that lead to relatively
consistent and lasting responses to stimuli in the environment
We are each unique as individuals, and we each respond differently as consumers.
For example, some people are "optimizers" who will keep shopping until they are
certain that they have found the best price for a particular item, while other people
are "satisficers" who will stop shopping when they believe that they have found
something that is "good enough." If you are a salesperson in a retail shoe store, how
might you work differently with these two personalities?
lifestyle and psychographics
lifestyle is a pattern of living expressed through a person's activities,
interests, and opinions
psychographics is a technique for measuring personality and lifestyles to
developing lifestyle classifications
motivation: multiple motives
Consumers usually have multiple motives for particular behaviors. These can be a
combination of:
manifest
known to the person and freely admitted
latentunknown to the person or the person is very reluctant to admit
Note: different motives can lead to the same behavior; observing behavior is not
sufficient to determine motives.
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CONSUMER BUYING BEHAVIOR:-
Information search
Once the consumer has recognised a problem, they search for information on
products and services that can solve that problem. Belch and Belch (2007) explain
that consumers undertake both an internal (memory) and an external search.
Sources of information include:
Personal sources
Commercial sources
Public sources
Personal experience
The relevant internal psychological process that is associated with information
search is perception. Perception is defined as "the process by which an individual
receives, selects, organises, and interprets information to create a meaningful
picture of the world". Consumers' tendency to search for information on goods and
services makes it possible for researchers to forecast the purchasing plans of
consumers using brief descriptions of the products of interest.
The selective perception process
Stage Description
Selective exposure consumers select which promotional messages they will
expose themselves to. Selective attention consumers select which promotional messages they will
pay attention to.
Selective comprehension consumer interpret messages in line with their
beliefs, attitudes, motives and experiences.
Selective retention consumers remember messages that are more meaningful
or important to them.
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The implications of this process help develop an effective promotional strategy, and
select which sources of information are more effective for the brand.
Information evaluation
At this time the consumer compares the brands and products that are in their evoked
set. How can the marketing organization increase the likelihood that their brand is
part of the consumer's evoked (consideration) set? Consumers evaluate alternatives
in terms of the functional and psychological benefits that they offer. The marketing
organization needs to understand what benefits consumers are seeking and
therefore which attributes are most important in terms of making a decision. It also
needs to check other brands of the customers consideration set to prepare the rightplan for its own brand.
Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a
purchase decision. Sometimes purchase intention does not result in an actual
purchase. The marketing organization must facilitate the consumer to act on their
purchase intention. The organization can use a variety of techniques to achieve this.
The provision of credit or payment terms may encourage purchase, or a sales
promotion such as the opportunity to receive a premium or enter a competition may
provide an incentive to buy now. The relevant internal psychological process that is
associated with purchase decision is integration. Once the integration is achieved,
the organization can influence the purchase decisions much more easily.
Postpurchase evaluation
The EKB model was further developed by Rice (1993) which suggested there should
be a feedback loop, Foxall (2005) further suggests the importance of the post
purchase evaluation and that the post purchase evaluation is key due to its
influences on future purchase patterns. After the purchase, the consumer might
experience dissonance about their purchase and be alert to information that supports
their decision. Marketing communications should supply beliefs and evaluations that
reinforce the consumers choice and help him or her feel good about the brand.
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