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Consumer Behaviour Module-2

This document provides an overview of consumer behavior presented by Dr. J.R. Das. It discusses consumer behavior as the study of how individuals select, purchase, use, and dispose of products and services. It outlines key factors that influence consumer behavior, including cultural factors, social factors, and personal factors. Cultural factors include values, social class, and subcultures. Social factors comprise reference groups, family, and social roles. Personal factors involve demographics like age and life stage, occupation, personality, and lifestyle. The document also presents models of consumer behavior and the consumer decision-making process.

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P.Umasankar Subudhi
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288 views22 pages

Consumer Behaviour Module-2

This document provides an overview of consumer behavior presented by Dr. J.R. Das. It discusses consumer behavior as the study of how individuals select, purchase, use, and dispose of products and services. It outlines key factors that influence consumer behavior, including cultural factors, social factors, and personal factors. Cultural factors include values, social class, and subcultures. Social factors comprise reference groups, family, and social roles. Personal factors involve demographics like age and life stage, occupation, personality, and lifestyle. The document also presents models of consumer behavior and the consumer decision-making process.

Uploaded by

P.Umasankar Subudhi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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A Presentation on

Consumer Behavior

By

Dr. J. R. Das
Associate Professor
SIKSHA ‘O’ ANUSANDHAN
UNIVERSITY
Consumer Behavior

Consumer Behavior is the study of how


Individuals, Groups and Organisations
select , buy, use and dispose of goods,
services, ideas or experiences to satisfy
their needs and wants.
Factors
1.Cultural Factors
•Culture
Culture is the fundamental determinant of a person’s wants
and behavior.

•Sub Culture
Subculture provide more specific identification and
socialization for their members, religions, racial groups, and
geographic regions.
• Cultural views

 Values in America- achievements and success.

 Values in India – Respects and care for elders.


• Social class

a)Lower Lowers
b)Upper lowers
c)Working class
d)Middle class
e)Upper middles
f)Lower uppers
g)Upper uppers
2.Social Factors

1.Reference groups
2.Family
3.Social roles and status
Social Factors
Reference Groups
A person’s reference groups are all the groups that have
a direct (face to face) or indirect influence on their
attitudes or behavior.

Group having a direct influence are called membership


groups. Some of these are primary groups with whom the
person interacts fairly continuously and informally, such
as family, friends, neighbors and coworkers.

People also belong to secondary groups, such as religious,


professional, and trade union groups, which tend to be
more formal and require less continuous interaction.
Reference groups influence members in at least three
ways. They expose an individual to new behaviors and
life style, They influence attitudes and self – concept, and
they create pressures for conformity that may affect
product and brand choices.

Aspirational groups are those a person hopes to join;


dissociative groups are those whose values or behavior
an individual rejects.

An opinion leader is the person who offers informal


advice or information about a specific product or product
category. Opinion leaders are often highly confident,
socially active, and involved with the category.
Family
The family is the most important consumer buying
organisation in society, and family members constitute
the most influential primary reference group
Family of orientation-Parents & siblings
Family of procreation-Spouse & children

Role and Status


A role consists the activities a person is expected to perform.
Each role carries a status
3.Personal Factors

A buyer’s decisions are also influenced by personal


characteristics. These include the buyer’s age and
stage in the life cycle. Occupation and economic
circumstances ; personality and self concept; and
lifestyle and values.
Age and Stage in the life cycle

People buy different goods and services over a lifetime.


Taste in food, clothes, furniture and recreation is often
age related.
Occupation
Occupation also influences consumption patterns. A
blue collar worker will buy work clothes, work shoes,
and lunchboxes. A company president will buy dress
suits, air travel, and country club membership.
Personality and self concept

Each person has personality characteristics that


influence his or her buying behavior.
1. Sincerity (down – to earth, honest, wholesome, and
cheerful)
2. Excitement (daring, spirited, Imaginative, and up-to-
date)
3. Competence (reliable, intelligent, & successful)
4. Sophistication (upper class and charming)
5. Ruggedness (outdoorsy and tough)
Lifestyle and values

People from the same sub culture, social


class, and occupation may lead quite
different lifestyles.
Model of Consumer Behavior
(stimulus-response model)

Consumer
Psychology
Motivation
Perception
Marketing Stimuli Other Stimuli Learning Buying Decision Purchase decision
Memory Process

Products & services Economic Problem Product choice


Price Technological recognition Brand choice
Distribution Political Information search Dealer choice
Communication Cultural Evaluation of Purchase amount
Consumer alternatives Purchase timing
Characteristics Purchase decision Payment method
Postpurchase
Cultural behavior
Social
Personal
Roles in Consumer Decision making
Often we find that in a consumer decision process, several individuals get involved.
Each of them plays an influencing role. At times, more than one role may be played by
one individual. These roles are:

a) Initiator- This is a person who sows the seed in a customer’s mind to buy a product.

b) Influencer- This is a person, within or outside, the immediate family of the


customer who influences the decision process.

c) Decider- This is the person who actually takes the decision. In the joint family, often
it is the head of the family or the elders in the family, who take a decision.

d) Buyer- This is the person who actually buys the product. This could be the decider
himself or her self, or the initiator.

e)User- This is the person(s) who actually consumes the product. This could be the
entire family or just one person within the customer family.
Five stage model of the consumer buying Process
Problem recognition

Information search

Evaluation
of alternatives

Purchase decision

Postpurchase behavior
Problem recognition
The buying process starts when the buyer recognizes
a problem or need triggered by internal or external
stimuli.

Information search
Information Sources
Personal. Family, friends, neighbors, acquaintances
Commercial. Advertising, Web sites, sales persons, dealers,
packaging, displays
Public. Mass media, consumer-rating organizations
Experiential. Handling, examining, using the product
Information source

Total Set Awareness Consideration Choice Set Decision

Apple
Dell
Apple
Dell
Apple
Dell
Apple
Dell ?
Hewlett- Packard Hewlett- Packard Hewlett- Packard
Toshiba Toshiba
Compaq
Evaluation of alternatives

The attributes with interest to buyers vary by product-for example:


1. Hotels-Location, cleanliness, atmosphere, price
2. Mouthwash-Color, Effectiveness, germ-killing capacity, taste/flavor, price
3. Tires- Safety, tread life, ride quality, price
Purchase decision

In the evaluation stage, the consumer forms preferences among the brands in the choice
set. The consumer may also form an intention to buy the most preferred brand. In
executing a purchase intention. The consumer may make up to five sub-decisions:
Brand, dealer, quantity, timing, & payment method.

Consumer may perceive many types of risk in buying and consuming a product as
follows.
1.Functional risk-The product does not perform up to expectations.
2. Physical risk- The products poses a threat to the physical well-being or
health of the user or others.
3. Financial risk- The product is not worth the price paid
4. Social risk- The product results in embarrassment from others
5. Psychological risk- The products affects the mental well-being of the users.
6. Time risk- The failure of the product results in an opportunity cost of
finding another satisfactory product.
Post purchase behavior
After the purchase, the consumer might experience dissonance that stems from
noticing certain disquieting feature or hearing favorable things about other brands
and will be alert to information that supports his or her decision. Marketing
communication should supply beliefs and evaluations that reinforce the consumer’s
choice and help him feel good about the brand.

The marketer’s job therefore doesn’t end with the purchase. Marketers must
monitor post purchase satisfaction, post purchase actions, and post purchase uses
and Disposal
Thank You

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