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Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
Topic 4: Consumer Behaviour
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Topic 4: Consumer Behaviour

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Another resource from uneOpen – the first open online site to offer credit towards a university degree. Enrol now at https://www.uneopen.com/

Another resource from uneOpen – the first open online site to offer credit towards a university degree. Enrol now at https://www.uneopen.com/

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  • 1. Week 2Week 2Topic 2:Consumer Behaviour
  • 2. Consumer Buying BehaviourBuying behaviour of individual, and household personwho buys for household consumptionConsumer behaviourMarketing OtherProduct EconomicPrice TechnologicalPlace PoliticalPromotion CulturalMarketing OtherProduct EconomicPrice TechnologicalPlace PoliticalPromotion CulturalMarketing and otherStimuliBuyer’s characteristicsBuyer decision processBuyer’s characteristicsBuyer decision processBuyer’s Black boxProduct choiceBrand choiceDealer ChoicePurchase timingPurchase amountProduct choiceBrand choiceDealer ChoicePurchase timingPurchase amountBuyer ResponsesModel of Buyer behaviourTopic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 3. Characteristics affecting consumer behaviourCulture Marketer should spot cultural shift in order to discover newproducts that might be wanted. Subculture Many subcultures make up important market segments. Social class Marketers are interested in social class because people within agiven social class tend to exhibit similar buying behaviour.Topic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 4. Characteristics affecting consumer behaviour (cont.) Reference group Membership group, reference group, aspirational group, opinionleader Marketers trying to identify reference group and opinion leader. Family Marketers are interested in the roles and the influence of thehusband, wife and children on the purchase of different product andservices. Roles and status Age and life cycle stage Markers often define their target market in terms of life cycle stageand develop appropriate product and marketing plan for each stage.Topic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 5. Characteristics affecting consumer behaviour (cont.)Occupation Marketers try to find the occupational groups that have an aboveaverage interest in their product and services.Economic situation Marketers of income sensitive goods watch trends in personalincome, savings and interest rates.Lifestyle Pattern of livingPersonality and self-conceptMotivation Need (Biological and Psychological) Maslow’s hierarchy of needsTopic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 6. Maslow’s hierarchyof needsMaslow’s hierarchy of needs
  • 7. Characteristics affecting consumer behaviour (cont.)Perception Selective attention, selective distortion, selective retention.Learning Drives, stimuli, cues, responses, and reinforcement Need produce motivation, which leads to goal directed behaviourresulting in need satisfaction. Marketers can build up demand for a product by associating itwith strong drives, using motivating cues, and providing positivereinforcement.Beliefs and attitudeTopic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 8. Types of buying decision behaviourFour types of buying behaviourHigh involvement Low involvementSignificantdifferences betweenbrandsComplex buyingbehaviourVariety-seekingbuying behaviourFew differencesbetween brandsDissonance-reducingbuying behaviourHabitual buyingbehaviourTopic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 9. Types of buying decision behaviour (cont.)Complex buying Expensive, risky, purchased infrequently, highly self-expressive Dissonance Reducing buying behaviour Post-purchase dissonance After sales communicationTopic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 10. Types of buying decision behaviour (cont.) Habitual buying behaviour Low cost, frequently purchased Buying process involves brand beliefs formed by passive learning,followed by purchase behaviour, which may or may not befollowed by evaluation. Variety seeking buying behaviour Leader will encourage habitual buying behaviour Challenger should offer low price, coupon, free sample etc.Topic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 11. The buyer decision process1. Need recognition Triggered by internal or external stimuli.2. Information Search Heightened attention or active information search Personal source, commercial source, experiential source Commercial sources normally inform the buyer but personal sourceslegitimize or evaluate products for the buyer. WOM source3. Evaluation of alternativesTopic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 12. The buyer decision process (cont.)4.Purchase decision Two factors come between purchase intention anddecision Attitude of others Unexpected situational factors5. Post-purchase behaviour Customer expectation vs. perceived performance Cognitive dissonance Satisfaction is important as sales come from two basic groups: newcustomers and retained customers.Topic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 13. The buying decision process for new products Adoption process The mental process through which an individual passes fromfirst hearing about an innovation to final adoption. Stages:Topic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 14. Adopter categorizationInnovatorsEarly adoptersEarly majorityLate majorityLaggardsInfluence of productcharacteristics on the rate ofadoptionRelative advantageCompatibilityComplexityDivisibilityCommunicabilityTopic 2:Topic 2:Consumer BehaviourConsumer Behaviour
  • 15. Thank You!

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