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MGT-2306 Chapter 3

MGT-2306 Chapter 3



Untuk pelajar-pelajar yang mengikuti Kursus MGT2306 Marketiing Management di NMIT JB. Rujukan sahaja.

Untuk pelajar-pelajar yang mengikuti Kursus MGT2306 Marketiing Management di NMIT JB. Rujukan sahaja.



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    MGT-2306 Chapter 3 MGT-2306 Chapter 3 Presentation Transcript

    • Marketing Management MGT 2306 Lesson 3
    • Lesson 3 Objectives • Explain what is consumer behavior and consumer markets • Describe all the factors that influences what a consumer will buy • List and explain the steps to a consumer buying decision.
    • Consumer Markets and Consumer Buyer Behavior
    • Consumer buyer behavior refers to the Model of Consumer Behavior buying behavior of final consumers— individuals and households who buy goods and services for personal consumption. Consumer market refers to all of the personal consumption of final consumers.
    • Characteristics Affecting Consumer Behavior
    • Culture (Budaya) Culture is the learned values, perceptions, wants, and behavior from family and other important institutions. A subculture explains a culture within a culture. Example: Malaysian Culture Malay, Chinese, Indian culture Kelantanese Malay, Mongolian Chinese and Northern Indian culture
    • Cultural diversity
    • Social Class (Lapisan Masyarakat) • Social classes are society‟s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. • Measured by a combination of occupation, income, education, wealth, and other variables.
    • • Reference Groups: Groups that form a comparison or reference in forming attitudes or behavior • Family is the most important consumer-buying organization in society. • The groups, family, clubs, and organizations that a person belongs to define his/her social role and status.
    • Which group(s) would you join?
    • Personal Factors • Occupation affects the goods and services bought by consumers. • Age and Life-cycle stage • Economic situation includes trends in: Personal income Savings Interest rates
    • • Lifestyle is a person’s pattern of living as expressed in his or her psychographics. • Self-Concept looks at how people look at themselves, how they perceive other people are looking at them.
    • Physiological • Motivation : what drives a person • Perception : how a person thinks of himself and how he thinks other people sees him • Learning : Knowledge & Experiences gained in life • Beliefs & Attitudes: Faith and behavior towards a product or service
    • Stages in the consumer decision making process • • • • • Problem recognition Information Search Evaluation of alternatives Purchase decision Post-purchase behavior
    • Problem Recognition • Current Product finished? Spoilt? • Need to reorder • Same item or try new item?
    • Information Search Sources of Information • Personal sources—family and friends • Commercial sources—advertising, Internet • Public sources—mass media, consumer organizations • Experiential sources—handling, examining, using the product
    • Evaluation of alternatives • How many types of product are there? • Compare the features, price and advantages of each product • Which offers more benefit (value) to the consumer?
    • Purchase decision • Decision to purchase - which product? - from where? - when to buy it? - how to pay for it? - who to buy it for you?
    • Post-purchase decision • Happy with decision? • Happy with product? • Will you repeat buy?
    • Consumer Behavior Test • Four Students will be asked to step up to the front of the classroom • They will each be asked to think of a brand of product which they want to buy • Another 4 students will be asked to „Guess‟ the product and brand by asking INDIRECT questions to the 4 students. At any one time, NO student is allowed to directly ask the question “Is it ____ (brand)?”. • The student that guesses correctly will win.