Cosumer Behavior
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Transcript of Cosumer Behavior
8/8/2019 Cosumer Behavior
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Buying Behaviors of ConsumerRefers to the buying behavior of people who buy
goods and services for personal use.
These people make up the consumer market .
The central question for marketers is:
³How do consumers respond to various
marketing efforts the company might use?´
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Consumer play different roles
in the buying process
Initiator
Influencer Payer
Decider
Buyer User
One person may assume
multiple roles in the decisionmaking process.
Roles differ according to the
product being sought.
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Model of Consumer Behavior
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Factors Influencing Consumer Behavior
Cultural
Culture
Subculture
Social Class
Cultural
Culture
Subculture
Social Class
Social
Reference
Groups
Family
Roles &
Status
Social
Reference
Groups
Family
Roles &
Status
Personal
Age & Life-
Cycle Stage
Occupation
Economic
Situation
Lifestyle
Personality &
Self-Concept
Personal
Age & Life-
Cycle Stage
Occupation
Economic
Situation
Lifestyle
Personality &
Self-Concept
Psychologic
al
Motivation
Perception
Learning
Beliefs &Attitudes
Psychologic
al
Motivation
Perception
Learning
Beliefs &Attitudes
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Cultural Factors
Culture is the Most Basic Cause of a Person's Wants
and Behavior.
Culture is learned from family, church, school, peers,
colleagues.
Culture includes basic values, perceptions, wants, and
behaviors.
Cultural factors:
Sub Culture
Socio Economic Class (SEC) (refer table from Kotler )
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Social Factors
Reference Groups
Membership groups
1. Primary groups
2. Secondary
groups
Aspirational groupsDissociative groups
Opinion leader
Family
Family of orientation
Family of procreation
Roles and Statuses
Role
Status
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Personal Factors
Ag e and Sta g e in the Life Cycle
1. Bachelor stage: young, single not living at home
Few financial burdens
Fashion opinion leadersRecreation oriented.
Buy basic home equipment, furniture, cars,vacations
2.Newly married Couple: Young no childrenHighest purchase rate & highest average purchase
of durables
Cars, appliances, furniture, vacations
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3.Full nest I: youngest child under 6
Home purchasing at peak.
Liquid assets low
Interested in new products, advertised products
Buy: washers, dryers, TV, baby food, vitamins,dolls
4. Full Nest II: youngest child 6 or over
Financial position better
Less influenced by advertisements
Buy larger sized packages, multiple unit deals
Buy: cleaning material, bicycles, piano
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5. Full Nest III: older married couple with dependent
children Financial position still better
Less influenced by advertising
High average purchase of durables
Auto, boats, dental services, magazines
6. Empty Nest I: older married couple, no childrenliving with them, head of house in labor force
Home ownership at peak Interested in travel, recreation, self education
Not interested in new products
Buy: vacations, luxuries, home improvements
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7. Empty Nest II: older married couple, no children
living with them, head of house retired Drastic cut in income
Keep home
Buy: medical appliances, medical care products
8. Solitary survivor: in labor force
Income still good but likely to sell home
9. Solitary survivor: retired
Same medical and product needs as other retiredgroup
Drastic cut in income
Special need for attention, affection, security
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Occupation and Economic CircumstancesPersonality and Self-Concept
Personality
Brand personality
SincerityExcitement
Competence
Sophistication
Ruggedness
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Lifestyle and values
Traditional
Pleasure seeker
Social Chameleon
Intrinsic Progressive
Self-concept
Person¶s actual self-concept
Ideal self-conceptOthers¶ self-concept
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Psychological Factors
Motivation
Freud¶s Theory -Projective techniques
Laddering
Herzberg¶s Theory - Dissatisfiers
Satisfiers
Maslow¶s Theory - Maslow¶s Hierarchy of
needs
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Maslow¶s Theory
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Perception
Selective attentionI) People are more likely to notice stimuli that
relate to a current need
II) People are more likely to notice stimuli that
they anticipateIII) People are more likely to notice stimuli
whose deviations are large in relation to thenormal size of the stimuli
Selective distortion
Selective retention
Subliminal Perception
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Learning
DriveCues
Discrimination
Memory
Short term and long term memory
Memory Processes: Encoding and Retrieval
Beliefs and Attitudes
Belief Spreading activation
Attitude
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Four Types of Buying Behavior
High Involvement Low
Involvement
Significant
Differences betweenBrands
Complex buying
behavior
Variety-seeking
buying behavior
Few Differences
between Brands
Dissonance-
reducing buying behavior
Habitual buying
behavior
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Problem recognition
Information search
Personal sources
Commercial sources
Public sources
Experiential sources
Stages of the Buying Decision Process
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Successive Sets Involved in Customer Decision
Making
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Evaluation of Alternatives
Potential Attributes of interest
Cameras
Hotels
Mouthwash
Tires
Brand beliefs
Brand image
The Buying Decision Process (contd.)
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A Consumer¶s Brand Beliefs about Computers
Computer Attribute
Memory
Capacity
Graphics
Capability
Size and
Weight Price
A 10 8 6 4
B 8 9 8 3
C 6 8 10 5
D 4 3 7 8
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Strategies designed to stimulate interest in acomputer
Redesign the computer ± real repositioning
Alter beliefs about the brand ± psychological
repositioning
Alter beliefs about competitors¶ brands-
competitive depositioning
Alter the importance weightsCall attention to neglected attributes
Shift the buyer¶s ideas
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Steps Between Evaluation of
Alternatives and a purchase decision
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Informediaries
Consumer Reports
Unanticipated situational factors
Perceived risk Brand decision
Vendor decision
Quantity decision
Timing decision
Payment-method decision
Purchase Decision
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Purchase Decisions
In executing a purchase intention, the consumer may make up to 5 sub decisions: brand, dealer, quantity, timing & payment method.
Purchases of everyday products involve fewer decisions & lessdeliberation.
In some cases, consumers may decide not to formally evaluate
each and every brand; in other cases, intervening factors mayaffect the final decision.
A consumer¶s decision to modify, postpone, or avoid a purchasedecision is heavily influenced by perceived risk. There are manydifferent types of risks that consumers may perceive in buyingand consuming a product:
1. Functional Risk 2. Physical Risk
3. Financial Risk 4. Social Risk
5. Psychological Risk 6. Time Risk
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Postpurchase Behavior
Postpurchase Satisfaction
DisappointedSatisfied
Delighted
Postpurchase Actions
Postpurchase Use and Disposal
The Buying Decision Process
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How Customers Dispose of Products
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Consumerism
Consumerism is a movement that is defined as
seeking to increase the rights and powers of
buyers in relation to sellers.
A combination of consumer concern over rising prices and over the problems of product
performance and quality are viewed as chief
reasons of consumerism.
Consumerism can be a positive competitive
marketing tool.