2.consumer behaviour
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7/31/2019 2.Consumer Behaviour
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Study of Consumer Buying behaviour Consumer behaviour reflects consumer decision with respect to:
•To acquisition, consumption and disposition•Of goods and services and ideas
•By human decision making (over time)
# Consumer behavior can be defined as processes a person goes
through when purchasing and using products and services, including
the mental and social processes.
Study of consumer behaviour is important…
Cost of
serving a
customer
Repeat buying
Customer acquisition
Customer retention
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A SIMPLE MODEL OF CONSUMER BEHAVIOUR
Mkting Stimuli Other Stimuli
Product Econ.
Price Tech.
Place Political
Promotion Culture
Black Box
Buyer Buyer
Characteristics Decision
Process
Buyers’ response
Product choice
Brand choice
Dealer choice
Purchase timing and
amt.
Input Process Output
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Four Types of Buying Behavior
High Involvement Low Involvement
Significant Differences betweenBrands
Complex buying behavior Variety-seeking buyingbehavior
Few Differences between Brands Dissonance-reducingbuying behavior
Habitual buyingbehavior
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Consumer Buying Decision-
Making Process
PostpurchaseBehavior
PostpurchaseBehavior
Purchase
Purchase
Evaluationof Alternatives
Evaluationof Alternatives
Information Search
Information Search
Need Recognition
Need Recognition
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactors
affectaffectall stepsall steps
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactorsaffectaffect
all stepsall steps
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Customer Delight:
Giving more to the customer than he
expects will lead to a situation called
customer delight
The Buying Decision Process
Outrage Delight
In case of dissatisfaction, the consumer adopts the following courses of action:
1. Do Nothing
2. Do Not buy the same Brand/ product
3. Tell friends, neighbours, family members
4. Lodge a complaint with the company
5. Fiel a suit in the court of law
All of these would depend in the intensity of the problem and the consumer himself.
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Customer Delight
Steps taken by customer if delighted
• Do nothing
• Buy the product regularly• Tell your family and friends about the
experience.
• Influence people to buy the product.• Never switch to any brand across
categories.
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Successive Sets Involved in Customer Decision Making
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Types of Consumer Buying Decisions
– Examples?
RoutineResponseBehavior
RoutineResponseBehavior
LimitedDecision
Making
LimitedDecision
Making
ExtensiveDecision
Making
ExtensiveDecision
Making
Less
Involvement
More
Involvement
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Marketing Implications of Involvement
High-involvement
purchases require:
extensive promotion totarget market and
good advertisement
Low-involvement
purchases require: in-
store promotion andeye-catching package
design