consumer behaviour2 ppt @ bec doms 2009 bagalkot mba
TRANSCRIPT
Consumer BehaviourDefine consumer behavior and explain its nature/features.Explain the factors influencing consumer behaviour.Explain the steps in consumer buying decision process.
Introduction
Consumer psychology needs a special attention in the present highly competitive and consumer-
oriented marketing system.Consumer is the cause & purpose of all
production and marketing activities.
Meaning of Consumer/Buyer Behavior
Consumer is the most important person in business. His attitude, behavior, needs and reactions play an important role in regard to marketing plans and policies of companies. Companies study the behaviours of consumers constantly for their benefits.Consumer behavior is comparatively new area within the scope of business management. The purpose of study of consumer behavior is to understand human actions and reactions (consumer behaviour) in the best possible manner.
Definition of Consumer/Buyer behaviour
Consumer behavior is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services.Walters and Paul
Buyer behaviour is all psychological, social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume and tell others about the products and services. Webster
Types of Buyers1. Friendly/co-operative buyer.2. Timid/reserved/shy buyer.3. Silent buyer.4. Undecided buyer.5. Price or quality conscious
buyer.6. Argumentative buyer.7. Suspicious buyer.
8. Impatient buyer.9. Bargain buyer.10. Impulsive buyer.11. Over-cautious buyer.12. Slow-thinking buyer13. Rude/ill-mannered
buyer.14. Clever/intelligent
buyer.
Factors influencing buyer behaviourSocial factors.-Family, roles and status, ref. groupsEconomic factors.-size of family, disposable Pincome
propensity to consume, consumer credit, dis. incomeCultural factors.-sub culture, soc. Class (wealth, income)Personal factors.-age, occ., life style, personalityPhysiological factors.-basic needsPsychological factors.-motivation, perception, learning, beliefs, attitude
Decisions taken by the buyer while purchasing
Need recognition Information search
Evaluation of alternatives Purchase decision
Post-purchase Behaviour
Buying Motives of Consumer/Customers1. Fear.2. Profit/Gain.3. Vanity.4. Pride.5. Fashion.6. Love and Affection.
7. Curiosity.8. Admiration.9. Jealousy. 10. Patronage.11. Comfort and
Convenience.12. Health.
Types of Buyer behaviour
Complex buying behaviour.Dissonance-reducing buying behaviour.Habitual buying behaviour.Variety-seeking buying behaviour.
Importance of consumer/buyer behaviour in marketing management
Study of consumer behaviour has special importance in the present competitve marketing
management system.Understanding buyer/consumer behaviour is
very important for successful marketing.
Meaning & Importance of Buyer/Consumer Psychology
KnowledgeAttitudes & EmotionsImagesIntentions Buying Motives
Steps in Selling/Buying ProcessProspecting.Pre-approach.Attention.Interest.Desire.Action.