Scribd
Upload
86 views23 pages

One Definition: - Consumer Behavior

who helps in purchase decision - Gatekeeper: who controls access to resources - Decider: who makes final purchase decision - Economic roles: who earns, spends, saves, invests money - Political roles: who votes, protests, lobbies for consumer rights - Social roles: who adopts fashions, spreads word-of-mouth - Disposer: who discards products after use - Evaluators: who provides feedback on products & services - Non-consumers: who abstain from certain products - Potential consumers: who may consume in future - Illegal consumers: who consume banned/stolen goods - Impulsive consumers:

Uploaded by

sheetal2001
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
86 views23 pages

One Definition: - Consumer Behavior

who helps in purchase decision - Gatekeeper: who controls access to resources - Decider: who makes final purchase decision - Economic roles: who earns, spends, saves, invests money - Political roles: who votes, protests, lobbies for consumer rights - Social roles: who adopts fashions, spreads word-of-mouth - Disposer: who discards products after use - Evaluators: who provides feedback on products & services - Non-consumers: who abstain from certain products - Potential consumers: who may consume in future - Illegal consumers: who consume banned/stolen goods - Impulsive consumers:

Uploaded by

sheetal2001
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 23

One Definition

Consumer behavior: the study of


individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

Orientations in the Study of Consumer Behavior


Anthropology Economics History and geography Psychology Sociology

Anthropology
The study of people within and across cultures Emphasis on crosscultural differences Questioning of assumptions within own culture

Economics
Basic economic issues
Supply and demand Rational decision making Perfect information

Emphasis on predicting behavior Complications in real life Behavioral economics e.g., mental accounting

Psychology
Study of human thinking and behavior Some issues
Personality Personal development Cognition (thinking), perception Attention and its limitations Learninge.g., acquired tastes

Sociology
Cultural and interpersonal influences on consumptione.g.,
Fads, fashions Diffusion of innovation Popular culture

CONSUMER DECISIONS:
Theory and Reality in Consumer Buying
Problem Recognition Information Search Evaluation of Alternatives Purchase Postpurchase Evaluation/ Behaviors

Theory Complications

The Buyer Decision Process

Need Recognition Information Search

Evaluation of Alternatives
Purchase Decision Postpurchase Behavior

The Buyer Decision Process


Step 1. Need Recognition
Need Recognition
Difference between an actual state and a desired state

Internal Stimuli Hunger


Thirst

External Stimuli
TV advertising

Magazine ad

A persons normal needs

Radio slogan
Stimuli in the environment

The Buyer Decision Process


Step 2. Information Search
Personal Sources Commercial Sources
Family, friends, neighbors Most influential source of information Advertising, salespeople Receives most information from these sources Mass Media Consumer-rating groups Handling the product Examining the product Using the product

Public Sources

Experiential Sources

The Buyer Decision Process


Step 3. Evaluation of Alternatives
Product Attributes
Evaluation of Quality, Price, & Features

Degree of Importance
Which attributes matter most to me?

Brand Beliefs
What do I believe about each available brand? Based on what Im looking for, how satisfied would I be with each product?

Total Product Satisfaction

Evaluation Procedures
Choosing a product (and brand) based on one or more attributes.

The Buyer Decision Process


Step 4. Purchase Decision
Purchase Intention Desire to buy the most preferred brand

Attitudes of others

Unexpected situational factors

Purchase Decision

The Buyer Decision Process


Step 5. Postpurchase Behavior
Consumers Expectations of Products Performance Products Perceived Performance

Satisfied Customer!

Dissatisfied Customer
Cognitive Dissonance

Stages in the Adoption Process


Awareness Interest

Evaluation
Trial Adoption

Defining Marketing
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7)

Core Concepts of Marketing


Target Markets & Segmentation Needs, Wants, and Demands Product or Offering Value and Satisfaction Exchange and Transactions

Relationships and Networks


Marketing Channels Supply Chain Competition Marketing Environment

Simple Marketing System


Communication

Goods/services Industry (a collection of sellers) Market (a collection of Buyers)

Money

Information

The Four Ps

The Four Cs
Marketing Mix

Product

Place

Customer Solution

Price

Promotion

Convenience

Customer Cost

Communication

Company Orientations Towards the Marketplace


Production Concept Product Concept
Consumers prefer products that are widely available and inexpensive
Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets & delivering value better than competitors

Selling Concept
Marketing Concept

Customer Delivered Value


Starting point
Factory

Focus
Existing products

Means
Selling and promotion

Ends
Profits through sales volume

(a) The selling concept


Market

Customer needs

Integrated marketing

Profits through customer satisfaction

(b) The marketing concept

Traditional Organization Chart


Top Management

Middle Management

Front-line people

Customers

Customer Vs Consumer
Customer: Who regularly purchases from a particular company. e.g. who shops a shirt

Consumer: Potential purchasers & users of products & services. E.g. A mother purchases a hand bag for her.

Roles of Consumer
Initiator: who determines some need & authorises purchase Influencer: who influence the purchase decision Buyer

User

You might also like