Consumer Behavior

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This free presentation discuss about Consumer Behavior, where consumer buying decision depend on four influences: social influence, marketing influence, situational influence and the last is psychological influences.

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Consumer Behavior

  1. 1. Consumer Behavior
  2. 2. You can download this presentation at:You can download this presentation at: http://http://freepresentation.orgfreepresentation.org Please visitPlease visit FFreePresentation.reePresentation.orgorg for morefor more presentations on marketing, strategypresentations on marketing, strategy and case solutionand case solution
  3. 3. Psychological influences Situational influencesSocial influences Marketing influences Consumer Decision Making FIGURE 1-1 An Overview of the Buying Process
  4. 4. Social Influences On Consumer Decision Making Behavioral scientist have become increasingly aware of the powerful effects of the social environment and personal interactions on human behavior. In terms of consumer behavior, culture, social class, and reference group influences have been related to purchase and consumption decisions.
  5. 5. Culture is one of the most basic influences on an individual’s needs, wants, and behavior, since all facets of life are carried out against the background of the society in which an individual lives. Cultural antecedents affect everyday behavior, and there is empirical support for the notion that culture is a determinant of certain aspects of consumer behavior. Culture and Subculture
  6. 6. • Culture values are transmitted through three basic organizations: o The Family o Religious Organizations o Educational Institutions Culture and Subculture
  7. 7. What is the important here is that different social classes tend to have different attitudinal configurations and values, which influences the behavior of individual members. Social Class
  8. 8. • Upper Class  are differentiated mainly by having high incomes. This class remains the group in which quality merchandise is most prized and prestige brands are commonly sought. • The middle class  these consumers want to do the right thing and buy what is popular. They are concerned with fashion and buying what experts in the media recommended. Social Class
  9. 9. • Primary reference groups include family and close friends. • Secondary reference groups include fraternal organizations and associations. • A buyer may also consult a single individual about decisions, and this individual would be considered a reference individual Reference Group and Families
  10. 10. Marketing Influences On Consumer Decision Making Marketing strategies are often designed to influence consumers decision making and lead to profitable exchanges. Each element of marketing mix can affect consumers in various ways.
  11. 11. • Brand name • Quality • Newness • Packaging • Labeling Information Product Influences
  12. 12. The price of products and services often influences whether consumers will purchase them at all and, if so, which competitive is offering selected. Stores, such as Wal-Mart, that are perceived to charge the lowest prices attract many consumers based on this fact alone. For some offerings, higher prices may not deter purchase because consumers believe that products or services are higher quality or are more prestigious. Price Influences
  13. 13. • Advertising • Sales promotions • Sales people • Publicity • Events and sponsorships Promotional Influences
  14. 14. • Availability increase the chance of consumers finding and buying the products or services. • Visibility Place Influences
  15. 15. Situational influences can be define as all those factors particular to a time and place of observation that have a demonstrable and systematic effect on current behavior. Situational Influences On Consumer Decision Making
  16. 16. • Physical Features are the most readily apparent features of a situation. These features include geographical and institutional location, décor, sounds, aroma, lighting and weather. • Social Features provide additional depth to a description of a situation. Other persons present, their characteristic, their apparent roles and interpersonal interactions are potentially relevant examples. Situational Influences On Consumer Decision Making
  17. 17. • Task Features of a situation include an intent or requirement to select, shop for, or obtain information about a general or specific purchase. In addition, task may reflect different and user roles anticipated by the individual. • Time is a dimension of situations that may be specified in units ranging from time of day to season of the year. • Current Conditions make up a final feature that characterizes a situation. These are momentary mood or momentary conditions rather than chronic individual traits. Situational Influences On Consumer Decision Making
  18. 18. • Product Knowledge Refers to the amount of information a consumer has stored in her or his memory about particular product classes, product form, brands, models, and ways to purchase them • Product Involvement Refers to a consumer’s perception of the importance or personal relevance of an item. For example: Harley Davidson motorcycle owners are generally high involved in the purchase and use of the product, brand , and accessories. Psychological Influences On Consumer Decision Making
  19. 19. Alternative Search Alternative Evaluation Need Recognition Post Purchase Evaluation Purchase Decisions FIGURE 1-2 The Consumer Decision Making

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