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7/28/2019 CB(PP)Ch-1%5BConsumer Behaviou- A Frame Work%5D[2]

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CONSUMER BEHAVIOR:

A FRAMEWORK

Chapter 1: An Introduction to

Consumer BehaviorBY DR.GURMEET SINGH


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Consumer Behavior . . .

. . . is defined as thestudy of the buyingunits and the exchange

processes involved inacquiring, consuming,and disposing of goods,services, experiences,

and ideas.


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Elements of CB CB involves more than products

CB involves more than just buying

CB can involve many people

CB involves decisions


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PSYCHOLOGY OF CONSUMERS Knowledge

Attitude

Intention

Motive


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Three Research

Perspectives on ConsumerBehavior

The Decision-Making Perspective

The Experiential Perspective

The Behavioral Influence Perspective


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The Decision-Making Perspective . .

.. . . proposes thatbuying results from

consumersperceiving that theyhave a problem andthen they move

through a series ofrational steps tosolve the problem

Problem Recognition

Search

Alternative Evaluation

Choice

PostacquistionEvaluation

Generic Decision Model


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The Experiential Perspective.

. . . proposes that insome instances buyingresults from theconsumers need forfun, to create fantasies,obtain emotions, andfeelings.

Frequently usesinterpretative researchmethods.


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The Behavioral InfluencePerspective . . .

. . . assumes that strong environmentalforces propel consumers to makepurchases without necessarily firstdeveloping strong feelings or beliefsabout the product.


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Application Areas of

Consumer Behavior: PERMS

Product Positioning and ProductDifferentiation

Environmental Analysis

Market Research Marketing-Mix Development

Segmentation of the Marketplace


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Product Positioning . . .

. . . is influencing how consumersperceive a brands characteristics

relative to those of competitiveofferings

Goal is to influence demand by creating aproduct with specific characteristics (i.e.brand attributes) and a clear image thatdifferentiate it from competitors


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Product Differentiation . . .

. . . is the process of manipulating themarketing mix so as to position aproduct in a manner that allowsconsumers to perceive meaningfuldifferences between a brand and itscompetitors


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Environmental Analysis . . .

. . . is theassessment of theexternal forces thatact upon the firmand its customers,

and that createthreats andopportunities


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Components of the External

Environment

Demographic

Economic

Natural

Technological

Political

Cultural


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MARKET RESEARCH . . .

. . . is applied consumer researchdesigned to provide management withinformation on factors that impactconsumers acquisition, consumption,

and disposition of goods, services, andideas


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Product

Promotion

Pricing

Distribution

Marketing-Mix Development .. . . involves the development andcoordination of activities involving the:


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Market Segmentation . . .

. . . involves subdividingthe market place intodistinct subsets of

customers havingsimilar needs andwants, each of whichcan be reached with a

different marketing mix


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Four Classifications ofSegmentation Variables:

Characteristics of the Person

Nature of the Situation in Which theProduct or Service May Be Purchased

Geography

Culture and Subculture Adopted bythe Consumer

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