Consumer behaviour

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Consumer behaviour

  1. 1. Marketing <br />Source : Principle of Marketing, Philip Kotler<br />1<br />Analyzing Consumer Behaviour<br />By : Shinta Rahmani, SE., M.Si<br />
  2. 2. Marketing <br />Source : Principle of Marketing, Philip Kotler<br />2<br />ANALYZING CONSUMER BEHAVIOR<br /><ul><li>FACTORS INFLUENCING CONSUMER BEHAVIOR
  3. 3. BUYING ROLES
  4. 4. TYPES OF BUYING BEHAVIOR
  5. 5. THE BUYING DECISION PROCESS</li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />3<br />FACTORS INFLUENCING CONSUMER BEHAVIOR<br /><ul><li>CULTURAL FACTORS:
  6. 6. Culture
  7. 7. Sub-culture
  8. 8. Social Class
  9. 9. SOCIAL FACTORS:
  10. 10. Reference groups
  11. 11. Family
  12. 12. Roles & statuses </li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />4<br />FACTORS INFLUENCING CONSUMER BEHAVIOR(2)<br />PERSONAL FACTORS<br /><ul><li>Age and Life-Cycle Stage
  13. 13. Occupation
  14. 14. Economic Circumstances
  15. 15. Lifestyle
  16. 16. Personality & Self-concept</li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />5<br />FACTORS INFLUENCING CONSUMER BEHAVIOR (3)<br />PSYCHOLOGICAL FACTORS<br /><ul><li>Motivation
  17. 17. Learning
  18. 18. Perception
  19. 19. Beliefs & Attitudes</li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />6<br />Maslow’s Hierarchy of Needs<br />Self<br /> Actualization<br />(Self-development)<br />Esteem Needs<br />(self-esteem, status)<br />Social Needs<br />(sense of belonging, love)<br />Safety Needs<br />(security, protection)<br />Physiological Needs<br />(hunger, thirst) <br />
  20. 20. Marketing <br />Source : Principle of Marketing, Philip Kotler<br />7<br />BuyingRoles<br /><ul><li>INITIATOR: The first person to suggest the idea of buying.
  21. 21. INFLUENCER: A person whose views impact the buying decision.
  22. 22. DECIDER: The person who decides on what, when & where to buy the product or service.
  23. 23. BUYER: The actual purchaser.
  24. 24. USER: The person who uses/consumes the product or service.</li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />8<br />TYPES OF BUYING BEHAVIOR<br />DEGREE OF INVOLVEMENT<br />LOW<br />HIGH<br />VARIETY-<br />SEEKING<br />BUYING<br />BEHAVIOR<br />COMPLEX<br />BUYING<br />BEHAVIOR<br />HIGH<br />DEGREE OF<br />DIFFERENCES<br />IN BRANDS<br />DISSONANCE-<br />REDUCING<br />BUYING<br />BEHAVIOR<br />HABITUAL<br />BUYING<br />BEHAVIOR<br />LOW<br />
  25. 25. Marketing <br />Source : Principle of Marketing, Philip Kotler<br />9<br />THE BUYING DECISION PROCESS<br /><ul><li>Problem/need Recognition
  26. 26. Information Search
  27. 27. Evaluation Of Alternatives
  28. 28. Purchase Decision
  29. 29. Postpurchase Behavior</li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />10<br />PROBLEM/NEED RECOGNITION<br /><ul><li>From Internal Stimuli:
  30. 30. Hunger
  31. 31. Thirst
  32. 32. Fear
  33. 33. From External Stimuli:
  34. 34. Neighbor’s Purchases
  35. 35. Advertisements
  36. 36. Window Shopping
  37. 37. Newspapers & Magazines</li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />11<br />INFORMATION SEARCH<br /><ul><li>From Personal Sources:
  38. 38. Family
  39. 39. Friends
  40. 40. Neighbors
  41. 41. Acquaintances
  42. 42. From Commercial Sources:
  43. 43. Advertisements
  44. 44. Dealers
  45. 45. Salespersons
  46. 46. Packaging
  47. 47. Displays</li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />12<br />INFORMATION SEARCH (CONTD)<br /><ul><li>From Commercial Sources:
  48. 48. Advertisements
  49. 49. Dealers
  50. 50. Salespersons
  51. 51. Packaging
  52. 52. Displays</li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />13<br />INFORMATION SEARCH (CONTD)<br /><ul><li>From Public Sources:
  53. 53. Mass Media
  54. 54. Chambers of Commerce
  55. 55. Consumer Rating Magazines
  56. 56. From Experiential Sources:
  57. 57. Handling the Product
  58. 58. Examining the Product
  59. 59. Using the Product</li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />14<br />EVALUATION OF ALTERNATIVES<br /><ul><li>Successive Sets in Consumer Decision-Making:
  60. 60. Total Set
  61. 61. Awareness Set
  62. 62. Consideration Set
  63. 63. Choice Set
  64. 64. Buying Decision</li></ul>(continued)<br />
  65. 65. Marketing <br />Source : Principle of Marketing, Philip Kotler<br />15<br />PURCHASE DECISION<br /><ul><li>Interfering Factors:
  66. 66. Attitudes of Others: Opposing and intense opinions of family members, close friends and acquaintances
  67. 67. Unanticipated situational factors: Changes in income, job transfer, loss of employment, change of priority e.g. sudden payment of educational fees etc.</li></li></ul><li>Marketing <br />Source : Principle of Marketing, Philip Kotler<br />16<br />POST PURCHASEBEHAVIOR<br /><ul><li>Post purchase Satisfaction:
  68. 68. Keep the Product
  69. 69. Store the Product
  70. 70. Convert to a Second Use
  71. 71. Post purchase Dissatisfaction:
  72. 72. Try to return the product/take legal recourse
  73. 73. Rent it
  74. 74. Get rid of it/Throw it</li>

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