Consumer Behaviour

Presentation by: Nabendu Paul (M120006MS)

Definitions

• Customer Example: Buyer

• Consumer End User of the Service or the Product

• Behaviour Act of doing things in a particular way

Buying Decision Process• Problem Recognition• Information Search• Evaluation of Alternatives• Purchase Decision• Post Purchase Behaviour

Brand, Dealer, Quantity , Timing & Payment Method

Factors Affecting Consumer Behaviour

• Cultural Factors like values, external comfort, activity, success and achievement.

Sub-Cultural factors like nationality,

religion, racial groups, geographic locations will affect consumer behaviour.

Factors Affecting Consumer Behaviour • Social Factors (I) Reference Groups play an important role

(a) Membership Groups - Primary (Family, Friend, Neighbours, Co-workers) Family of Orientation (Religion, Politics, Economics, Personal

Ambition) & Family of Procreation (Food, Clothing, Cars, House, Vacation)

- Secondary-(Religion, Professional, Trade Union)

(b) Aspirational Groups (c) Dissociative Groups (II) Roles & Status

Factors Affecting Consumer Behaviour • Personal Factors - Age (Food, clothing, re-creation)

-Stage of Life (Marriage, Childbirth, Relocation, Illness, Career Change)

-Occupation (Spendable Income, Assets and savings, borrowing power, attitude towards spending and saving)

-Personality(self confidence, dominance, autonomy, deference, sociability)

-Self Concept (self image & self monitors)

-Life Style & Values(Activities, Interests, Opinions)

Theories for Consumer Behaviour

• Freud’s Theory

Market Stimuli+ other Stimuli affect the consumer psychology (motivation, perception, learning, memory) & consumer characteristics(social, cultural & personal) which further affects the buying decision process of a product or service.

Maslow’s Hierarchy of Needs• Physiological Needs (Food, water & Shelter)

• Safety Needs (Security & Protection)

• Social Needs (Sense of belongingness)

• Esteem Needs (Recognition, status, self esteem)

• Self Actualization Needs (Self Development & Self Realisation)

Herzberg’s Theory • Two factor theory of dissatisfier and

satisfier.

• Avoid dissatisfiers.

• Select major satisfiers and supply them.

Expectancy Value ModelItems Attributes Memory Capacity Graphics Capability Size and weight Price

A 8 9 6 9

B 7 7 7 7

C 10 4 3 2

D 5 3 8 5Computer A= 0.4(8)+0.3(9) +0.2(6)+0.1(9)=8.0Computer B= 0.4(7)+0.3(7) +0.2(7)+0.1(7)=7.0Computer C= 0.4(10)+0.3(4) +0.2(3)+0.1(2)=6.0Computer D= 0.4(5)+0.3(3) +0.2(8)+0.1(5)=5.0

Post Purchase Behaviour Post Purchase Satisfaction

Post Purchase Actions

Post Purchase Use and Disposals

Other types of Behaviour

Low Involvement Marketing Strategy

Variety Seeking Buyer Behaviour

Intervening factors- attitude of others

Thank you