consumer behaviour
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Transcript of consumer behaviour
04/08/23 1
Consumer Buying Behaviour
Presented by Harshil Shah
Factors Influencing Buying Behaviour
04/08/23 2
Factors Influencing Buying Behaviour
04/08/23 3
Buying Decision• Buying Roles Initiator Influencer Decider Buyer User Maintainer Disposer
• Buying Behaviour Extensive problem solving buying behaviour Routinized buying behaviour Variety Seeking behaviour
04/08/23 4
Buying Decision Process
04/08/23 5
Identify the problem / Need
Recognition
Gather Information about the product
that brands
Evaluate the alternatives & Select
the best possible alternatives
Post Purchase Evaluation.
Purchase Decision/ Buying the product
Gather Information About The Product
Personal Family, Friends, Neighbors, Acquaintances
Commercial Advertising, Web Sites, Sales Persons,
Dealers, Displays
Public Mass Media, Consumer – rating Organization
Experiential Handling, Examining & using the product.
04/08/23 6
Alternatives
04/08/23 7
- Onida- Whirlpool- LG- Samsung- Videocon- Haier- TCL- Godrej- Sansui- Kenstar - IFB
Total Set
- Onida- Whirlpool- LG- Samsung- Videocon- Haier- Godrej- IFB
Awareness Set
- Whirlpool- LG- Samsung- Videocon- Godrej- IFB
Consideration Set
- Whirlpool- LG- Videocon- IFB
ChoiceSet
?
Decision
Evaluation of Alternatives
04/08/23 8
A- Whirlpool B - LGC- Videocon D - IFB
Attribute
W. M.
Provision for Hot Water
Drying Time
Differentiation for different
Cloths
Price
A
B
C
D
Customer Value Analysis
04/08/23 9
Customer Value = Customer Benefits – Customer Costs
Attribute A B C D
Price 15000 14000 12000 18000
Acquisition Cost 250 100 200 300
Usage Cost 100 150 125 100
Maintenance Cost 250 500 250 150
Disposal Cost 300 500 500 250
Total Cost 15900 15250 13050 18800
Steps between Evaluation of Alternatives &
Purchase Decision
04/08/23 10
Evaluation of Alternatives
Purchase Intension
Purchase Decision
Unanticipated Situational
Factors
Attitudes ofOther
Post Purchase Behaviour• Post Purchase Dissatisfaction
• Post Purchase Satisfaction
• Post Purchase Delight
04/08/23 11
Performance < Expectations Disappointment
Performance = Expectations Satisfaction
Performance > Expectations Delight
04/08/23 12
Product
Get rid of it Temporarily
Keep It
Rent it
Lend It
To Be Used
Give it away
Use it to serve original Purpose
Get rid of it Permanently
Trade It
Throw it Away
Sell It
To Be (Re) Sold
Direct to Consumer
Through Middleman
To Intermediary
Convert it to serve a new purpose
Store It
Customer Use & Disposal
Consumer Psychology
1. Motivation
2. Learning - Cognitive Dissonance
3. Perception- Selective Attention- Exception
- Rewarding or Beneficial
- Selective Distortion
- Selective Retention04/08/23 13
Motivation
• Sigmund Fraud• Maslow’s• Herzberg Two Factor• MacLean's -
+ Need for Belonging+ Need for Power+ Need for Achievement
04/08/23 14
Maslow’s Hierarchy of Needs Theory
04/08/23 15
Basic Needs
Security Needs
Affiliation
Esteem
Self Actualization
Thank-you
04/08/23 16
04/08/23 17