3.consumer behaviour

8/2/2019 3.Consumer Behaviour

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Consumer Behaviour


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Before long it will be the animals who do the dieting sothat the ultimate consumer does not have to.


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Consumer Buying Process: Every purchase is a cyclical process.

A customer buys a product after relevant

consideration and uses it. Based on the experiencederived out of the consumption process he beginsthe cycle again.

The marketer must understand the process sinceknowledge of the process will enable him to plan hismarketing effort


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Consumer Buying Process:

Need

Recognition

Information

Search

Evaluation of

alternatives

Purchase

decisionPost Purchase

Behaviour


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Consumer Buying Process Model


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StimulusResponse Model

Marketing&

Other

Stimuli

BuyerCharacter

&

BuyerDecisionProcess

BuyerDecision

BUYERS BLACK BOX


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StimulusResponse Model

Marketing &

Other

Stimuli

PLACE

PRICE

PROMOTION

PRODUCT

ECONOMIC

TECHNICAL

POLITICAL

CULTURAL


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BUYERRESPONSE

PRODUCTCHOICE

BRANDCHOICE

DEALERCHOICE

PURCHASETIMING

PURCHASEAMOUNT


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To understand how stimuli are changed into

responses, a marketer needs to understand :

The buyers

characteristicinfluence on how

he or she

perceives or reactsto the stimuli

The buyersdecision processitself affects the

buying behaviour.


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Characteristics Affecting Consumer Behaviour


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CULTURAL

culture

Sub culture

Social class

SOCIAL

Reference

Group

Family

Roles &

status

PERSONAL

Age & life

cycle stage

Occupation

Economic

Situation

Life style

Personality &

Self concept

PSYCHOLOGICAL

Motivation

Perception

Learning

Believes &

attitude


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cultural

CULTURAL

culture

Sub

culture

Social

class


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Culture

Is the set of basic values, perceptions, wants & behaviorlearned by a member of the society from the family

& other important institutions.


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Subculture

A group of people with shared value systems basedon common life experiences & situations.

It includes nationality, religion, racial groups, geographic regions, food preferences, clothingchoices, recreation & career aspirations etc


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Social Class

Relatively permanent & ordered divisions in thesociety whose members share similar values, interest

& behaviors.


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Social Factors

SOCIAL

ReferenceGroup

Family

Roles &status


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Reference GroupPeople whose attitudes, behaviour , believes, opinions,

preferences, and values are used by an individual as thebasis for his or her judgment. One does not have to be

(or even aspire to be) a member of a reference group tobe negatively or positively influenced by

its characteristics.


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Family

A fundamental social group in society typicallyconsisting of one or two parents and their children.


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Different roles family members play


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Different roles family members play


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Roles & Status


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PERSONAL

FACTORS

Occupation

Life style

Economic

Situation

Personality

& Self

concept

Age & life

cycle stage


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Age & Stages In Life Cycle


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Life Cycle StageBACHELORHOOD MARRIED FULL NEST 1

FULL NEST 2FULL NEST 3OLD

EMPTY NEST SOLE SURVIVOR


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Occupation


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Life style


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Economic Situation


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Personality & Self Concept

aaaaaaaaaa


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Psychological

Motivation Perception LearningBelieves &

attitude


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Motivation Motivation is an inner drive

that reflects goal-directedarousal.

it is the desire for a product,service or experience.

It is the drive to satisfyneeds and wants, bothphysiological and psychological,through the purchase and use ofproducts and services


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Behavioral Model of MotivationMaslows Hierarchy Of Needs

Maslows Hierarchy Of Needs


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PerceptionPerception (from the Latinperceptio, percipio) is the process of

attaining awareness or understanding of the environment by organizingand interpreting sensory information.


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Learning

Learning is acquiring new or modifyingexisting knowledge, behaviours , skills, values,or preferences and may involve synthesizing

different types of information.

Learning involves "a change in the content ororganization of long term memory and/or behavior."

Progress over time tends to follow learning curves.


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Believes

A consumer may hold both positive beliefs toward an object (e.g.,

coffee tastes good) as well as negative beliefs (e.g., coffee is easily

spilled and stains papers). In addition, some beliefs may be neutral

(coffee is black), and some may be differ in valance depending on theperson or the situation (e.g., coffee is hot and stimulates--good on a

cold morning, but not good on a hot summer evening when one

wants to sleep).


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Attitude


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Attitude An attitude is a hypothetical construct that

represents an individual's degree of like or dislike forsomething. Attitudes are generally positive or

negative views of a person.

the relatively stable overt behavior of a personwhich affects his status."

"Attitudes which are common to a group are thussocial attitudes or `values' n, place, thing, or event


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Consumer Buying Roles

Initiator

Influencer/Gate Keeper

Decider Buyer

User


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Types Of Buying Decision BehaviourINVOLVEMENT

HIGH LOWSIGNIFICANT

DIFFERENCES

BETWEEN

BRANDS

COMPLEX

BUYING

BEHAVIOUR

VARIETY SEEKING

BUYING BEHAVIOUR

FEW

DIFFERENCES

BETWEEN

BRANDS

DISSONANCE

REDUCING

BUYING

BEHAVIOUR

HABITUAL

BUYING

BEHAVIOUR


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3.consumer behaviour

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