Consumer behaviour

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Consumer behaviour

  1. 1. DefinitionThe study of individuals, groups, ororganizations and the processes they useto select, secure, use, and dispose ofproducts, services, experiences, or ideasto satisfy needs and the impacts thatthese processes have on the consumerand society
  2. 2. Importance Production Policies. Price Policies. Rapid Innovation. Product mix. Competition.Distribution Channel. Sales Promotion.
  3. 3. Characteristics Dynamic.Exchanges. Interaction.
  4. 4. Factor Influencing….(Scope)ENVIRONMENTAL FACTORS BUYERS BLACK BOX BUYERSMarketing Environmental Buyer Decision RESPONSEStimuli Stimuli Characteristics Process Problem recognition Information Product Economic Attitudes search choiceProduct Technological Motivation Alternative Brand choicePrice Political Perceptions evaluation Dealer choicePlace Cultural Personality Purchase PurchasePromotion Demographic Lifestyle decision timing Natural Knowledge Post- Purchase purchase behaviour
  5. 5. RolesInitiator. Influencer, Decider. Buyer. User
  6. 6. High Resources, High Innovation Believers, Strivers, Makers Actualizers (Principles)(Status) (Action)Low Resources, High Innovation High Resources, Low Innovation Strugglers Fulfilled, Achievers, Experiencers (Principles) (Status) (Action)Low Resources, Low Innovation

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