consumer behavior
TRANSCRIPT
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CONSUMER BEHAVIOUR
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ANALYZING MARKETS
Analyzing Consumer Markets
Analyzing Business Markets
B 2 C
B 2 B
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Influences on Consumer Behavior
1. CULTURAL FACTORS- Culture- Subculture- Social class2. SOCIAL FACTORS- Reference Groups- Family- Social Roles- Status3. PERSONAL FACTORS- Age- Stage in Life Cycle- Occupation- Economic Circumstances- Life style- personality
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Culture
Culture is the fundamental determinant of a persons wants and behavior.
Culture includes :- Values- Perceptions- Preferences- Behaviors- And it is influenced by ones family and other key
institutions.
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Subculture
Subculture provides more specific identification and social belonging to a person.
Subcultures include :- Nationality- Religion- Race- Cast- Ethnic group
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Social Class
Social Class is a homogenous and enduring division within a society, which is hierarchically ordered and whose members share similar values, interests and behavior.
Example : Upper class Middle class Lower class etc.
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Reference Groups
Primary Groups ( friends, informal ) Secondary Groups ( professional, formal ) Aspirational Groups Dissociative Groups OPINION LEADERS
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Role and Status
A persons position in each group is defined in terms of role and status.
A role consists of the activities a person is expected to perform.
Each role carries a status. People choose products that reflect and
communicate their role and actual or desired status in society.
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Age and Family Life Cycle
People buy different goods and services over a life time.
Taste in food, clothes, furniture and recreation is generally age related.
Household consumption is shaped by the family life cycle and the number, age and gender of the people.
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Lifestyle
People from the same subculture, social class and occupation may lead totally different life styles.
A lifestyle is a persons pattern of living in the world as expressed in activities, interests and opinions.
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Personality and self-concept
HUMAN PERSONALITY
Self-confidence Dominance Autonomy Deference Sociability Defensiveness adaptability
BRAND PERSONALITY
Sincerity Excitement Competence Sophistication Ruggedness
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PSYCHOLOGICAL PROCESSESAFFECTING CONSUMER BEHAVIOR
1. MOTIVATION
2. PERCEPTION
3. LEARNING
4. MEMORY
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Motivation
1. Freud’s theory : psychological forces shaping people’s behavior are largely subconscious.
2. Maslow’s theory : Need circles ( Physiological, Safety, Social, Esteem and Self-actualization).
3. Herzberg’s theory : Absence of Dis -satisfiers is not enough. Satisfiers must be present to motivate a purchase.
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Perception
Perception is the process by which an individual selects, organizes and interprets information to create a meaningful picture of the world.
Perceptions can very widely among individuals exposed to the same reality.
In Marketing, perceptions are more important than reality.
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Selective Attention
People are more likely to notice stimuli that relate to a current need.
People are more likely to notice stimuli that they anticipate.
People are more likely to notice stimuli whose deviation is large in relation to the normal size of the stimuli.
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Selective Distortion
Selective Distortion is the tendency to interpret information in a way that will fit our preconceptions.
Consumers often distort information to be consistent with prior brand and product beliefs.
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Selective Retention
People fail to register much information to which they are exposed in memory, but tend to retain information that supports their attitudes and beliefs.
We are likely to remember the good points about the product we like and forget good points about the product we do not like.
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Learning
When people act, they learn. It involves changes in individual’s behavior arising from experience.
Discrimination is learning to recognize the differences in sets of similar stimuli to adjust responses accordingly.
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Memory
Short term memory ( STM ) Long term memory ( LTM ) Memory Encoding refers to how and where
information gets into memory. Memory Retrieval refers to how information
gets out of memory. Associative Network Memory Model explains
this complex process.
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BUYING DECISION PROCESSTHE 5 POINT MODEL
1. PROBLEM RECOGNITION
2. INFORMATION SEARCH
3. EVALUATION OF ALTERNATIVES
4. PURCHASE DECISIONS
5. POSTPURCHASE BEHAVIOR
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MENTAL ACCOUNTING
It refers to the manner by which consumers code, categorize and evaluate financial outcomes of their choices.
1. Consumers tend to segregate gains (List of separate benefits appears bigger than the whole product )
2. Consumers tend to integrate losses ( Small value furniture can be clubbed with the large value of the house )
3. Integrate smaller losses with larger gains ( monthly TDS is better accepted than large Tax Cuts at the end of the year)
4. Segregate small gains from large losses ( People are happy to get small discounts on very expensive cars )
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ORGANIZATIONAL BUYING SITUATIONS
NEW TASK. STRAIGHT REBUY. MODIFIED REBUY.
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THE BUYING CENTRE
1. Initiators
2. Users
3. Influencers
4. Deciders
5. Approvers
6. Buyers
7. Gatekeers
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Stages in Buying Process
1. Problem or Need Recognition.
2. Need Description and Product Specification
3. Supplier Search
4. E-Procurement
5. Proposal solicitation
6. Supplier Selection
7. Order – Routine Specification
8. Performance Review