Sale and Selling
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Transcript of Sale and Selling
8/6/2019 Sale and Selling
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Sir Salman
S.Muhammad Husnain Ali RizviAdnan DinIbtasam haiderShakra Shahid
27
28
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B
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Sales and sell ing
Consumer Buying Behavior
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Sales and sell ing
W hat is consumer?
Consist of all the individuals whobuy or acquire goods and servicesfor personal consumptions.
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Sales and sell ing
W hat is consumer behavior?
Consumer behavior is the study of how peoplebuy, what they buy, when they buy and why theybuy. It attempts to understand buyer decisionmaking process, both individually and groups.
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Sales and sell ing
W hat is Need?
Need means Felt of deprivation
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Typ es of Co ns umer Buy ing Be hav io r
T here are four types of consumer buying behaviors.
T hey are:
Routine Response/ Programmed Behavior
Limited Decision Making
Extensive Decision Making
Impulse Buying
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Routine Response/ Programmed Behavior
Buying Low involvement, frequently purchaseditems, low cost items.
Examples:
Soft drinks, snacks food, milk etc.
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Limited Decision Making
Buying Product Occasionally
That is when you need to obtain informationabout unfamiliar brand in a familiar productcategory
Examples:
Cloths- know product class but not the brand
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Ex tens ive Dec is io n Mak ing
Complex high involvement, unfamiliar and
infrequently bought products Spend a lot of time seeking information anddeciding. High degree of risk.
Examples:
Cars, House, Education
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Im p ulse Buy ing
No conscious planning
Examples:
Go out for dinner
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S ix s tages of the c o ns um er buy ing p r o cess
Consumer Buying decision process includes six stages.
T hey are:
P
roblem Recognition Information Search
Evaluation of Alternatives
P urchase decision
P urchase
P ost purchase decision
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F ac to rs I n f l uenc ing Co ns um er Be hav io r
P ersonal
P sychological
Social
Cultural
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P ers o nal F ac to rs
Age
Life-Cycle Stage
Occupation
Economic Circumstances Life Style
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P s y c ho l o g ical F ac to rs
M otivation
P erception P erception Learning Learning
Beliefs Beliefs
Attitudes Attitudes
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S o c ial F ac to r
U pper U pper 1%
Lower U pper 2%
U pper M iddle 12%M iddle 32%
W orking Class 38%
U pper Lower 9%
Lower Lowers 6%
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Cul ture & S ubc ul tures
Culture
An integrated pattern of human knowledge,
belief, and behavior that depends upon the capacityfor symbolic thought and social learning
Sub Culture
Subculture is a group of people with aculture (whether distinct or hidden) whichdifferentiates them from the larger culture towhich they belong.
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Sale and Sell ing
CONCLUS ION
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Sales and Sell ing
QUE S T ION SESS ION