consumer markets & buying behavior
TRANSCRIPT
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Consumer Markets &Buying Behavior
Principles of Marketing
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Consumer BuyingDecision?
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Consumer Buying Decision Process
.1 Need Recognition
.2 Identification of alternatives
.3 Evaluation of alternatives
.4 &Purchase related decisions
.5 Postpurchase behavior
Situational Factors
When ?Where?
Why?Conditions under which consumers
Information
Commercial Sources
Social Sources
Social and Group ForcesCulture
SubcultureSocial ClassReference Group
&Family Households
Psychological Fac torsMotivationPerception
LearningPersonality
Attitudes
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Social & Group Forces
Social influences not only affect thePsychological factors but also theconsumer buying decision process.
These forces are:
- Culture - Subculture - Social Class - Reference Group - Family & Households
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Culture
Set of symbols &artifacts created bya society and
handed down fromgeneration togeneration asdeterminants andregulators ofhuman behavior.
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u ura ren s a ec ngthe buying behavior of
Pakistani consumers? Changing gender roles Coping with Inflation Status consciousness / show off Influx of population from rural to urban
areas Changing cultural values Fast food/ready to eat food acceptance Sophistication of lifestyle Healthy Lifestyle
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Subculture
Subcultures are groups in a culture thatexhibit characteristic behavior patternssufficient to distinguish them from othergroups within the same culture
- is distinguished on basis of race,nationality, religion and urban-ruralidentification.
- For example: Kailash, Urdu speaking
population, pashtuns etc.
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Social Class
Ranking within a society determined by themembers of the society.
1.The Upper Class: old families with inherited wealthor corporate executives or business owners.2.The Upper Middle Class: moderately successful
business owners or professionals, well educated.3.Middle Class: Managerial position holders or
government job holders, professionally educated.
4.Lower Middle Class: Office workers, teachers,technicians, small business owners.(white collarworkers)
5.Upper Lower class: Blue collar working class,semiskilled.
6.Lower- Lower class: Unskilled workers orchronically unemployed, uneducated, low or no
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Reference Groups
A persons reference group consistsof all the groups that have a direct
(face to face) or indirect influence onthe persons attitude or behavior.
e.g. friends and households, coworkers,peers, membership or associative groupsetc.
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Psychological Factors
Motivation
PerceptionLearningPersonalityAttitudes
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Motivation
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Perception
is a process of receiving, organizing andassigning meaning to information or stimulidetected by our five senses.
- Since consumers are exposed to tremendousamount of information, Selective PerceptionTechniques are used :
- 1. Selective Attention: People are more likely to notice
stimuli that either relates to a current need or relates to theiranticipation or whose deviations are large as compared tonormal stimuli.
2. Selective Distortion: is the tendency to twistinformation into personal meanings and interpret information
that fits our established beliefs.
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Learning
Learning involves changes in anindividuals behavior arising from
experience & observation.
- Learning theory teaches marketers thatthey can build up demand for a product by
associating it with strong drives,motivating cues and providing positivereinforcement.
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Personality & Self-ConceptTheory
an individuals pattern of traits thatinfluence behavioral responses. Thesetraits can be self-confident, introvert,
dominant, social, adaptable, flexible etc
- Self Concept is self image or how yousee yourself.
- Ideal Self Concept is how you would liketo see yourself.
- Others- self concept is how you thinkothers see you
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Attitudes
Attitude is a learned tendency torespond to an object in a consistently
favorable or unfavorable way.Attitudes are:- Learned- Have direction and intensity
-Tend to be stable and generalizable
Belief is a descriptive thought that a
person holds about something.
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Information
Sources:
- Commercial Sources: Advertising, salespeople,
dealers, packaging, displays etc.-- Personal Sources: Family, friends, neighbors,
acquaintances etc-
- Public sources: Mass Media, Consumer ratingorganizations.-- Experiential sources: Handling, examining,
using the product etc.
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Consumer Buying DecisionProcess
1. Need Recognition: The consumer ismoved to action by a need, desire orproblem.
- The stimulus can be internal orexternal.
- Need can also be triggered bydepletion of an existing product ordissatisfaction of with a current product.
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Consumer Buying DecisionProcess
2. Identification of alternatives: After needrecognition, consumers identify thealternatives capable of need
satisfaction.
- Identification of product is followed byidentification of brand, based on personal
experience or extensive external search.
- Some or all information sources areutilized.
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3.Evaluation of Alternatives: Thealternatives are evaluated by theconsumer based on single ormultiple criteria.
Consumer Buying DecisionProcess
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Situational Influences
A temporary force associated with theimmediate purchase environment thataffects behavior.
- Time- Surroundings
- Terms of Purchase- Consumer Moods and motives
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4. Purchase Decision: Consumers formpreferences among the brands in thechoice set and also form an intention to
make the purchase.
Two factors intervene here: - Attitude of Others: Negative response
of others and consumers motivation tocomply with other persons wishes.
- Unanticipated situational factors: suchas attitude of sales person.
Consumer Buying DecisionProcess
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5. Post-Purchase Behavior: Consumersexperience level of satisfaction or dissatisfactionafter purchase.
- Post-Purchase satisfaction: is a function ofcloseness between buyers expectations andproducts perceived performance. The resultingfeelings can be satisfaction, disappointment,Delight.
-- Post-Purchase Actions: Satisfaction leads to
repeat purchase. Dissatisfied consumers will
return or abandon the product. (WOM)
Consumer Buying DecisionProcess