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Consumer behaviour

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  • 1. CONSUMER BEHAVIOUR UNIT - V
  • 2. CONSUMER BEHAVIOUR Consumer behavior is the reaction of individuals in obtaining, using goods & services of a particular type.   “It is the process where by individuals decide whether, when, where, how, from & whom to purchase goods & services” - C.G. WALTER & G.W. PAUL “Buyer behavior is all psychological, social & physical behavior of potential customers as they become aware of evaluate, purchase, consume & tell other people about the products & services”. - WEBSTER
  • 3. FACTORS INFLUENCING CONSUMER DECISION / BEHAVIOUR:  CULTURAL FACTORS: Sub – cultures, social class – caste, religion, languages etc….  SOCIAL FACTORS: Reference groups, family, role and status {Buying roles – initiators, decider, influencer, purchaser, consumer.}  PERSONAL FACTORS: The personal factors are age, life cycle stages, occupation, economic situation [ income], life style, personality, self – concept.  PSYCHOLOGICAL FACTORS: Motivation, perception, learning, beliefs & attitudes.
  • 4. STAGES/ PROCESS/ DECISION MAKING OF CONSUMER BEHAVIOUR: NEED RECOGNITION INFORMATION SEARCH EVALUATING OF ALTERNATIVES [SCREENING] PURCHASE DECISION POST PURCHASE BEHAVIOUR
  • 5. MODELS OF CONSUMER BEHAVIOUR I. ECONOMIC MODEL { MARSHILLIAN MODEL }: a. Price effect b. Income effect c. Substitution effect [ Cross demand ] d. Variable proportions – Marginal utility
  • 6. II. PSYCHOLOGICAL MODEL: [ MOTIVATION ] {ABHRAHAM HEROLD} – MASLOWIAN/ NEED HIERARCHY / MOTIVATION MODEL OF MASLOWIAN. Higher level needs SelfActualization Self- esteem needs Social needs Lower / basic needs Safety / security needs Physiological / physical needs
  • 7. III. LEARNING / PAVLOVIAN MODEL : • • Drive, drivers, triggering cues. Non – triggering cues. IV. INPUT – PROCESS – OUTPUT MODEL : • • • • • Need recognition. Product awareness. Evaluation. Intention. Post purchase behavior.
  • 8. V. BUYER’S BLACK BOX MODEL : MARKETING STIMULI Product Price Promotion Place OTHER STIMULI Economic Cultural Technological Political BUYER’S BLACK BOX Characteristics Decision • Cultural Problem recognition • Social - BUYER’S RESPONSE •Product choice •Brand choice •Dealer choice Information •Purchase timing research •Personal Evaluation • Psychological purchase behavior •Purchase amount Decision post -
  • 9. VI. SOCIOLOGICAL MODEL OF CONSUMER BEHAVIOUR: This model is concerned with the society. A consumer is a part of the society & he may be a member of many groups in a society. His buying behavior is influenced by these groups. By primary groups of family, friends & close associates influence a lot on his buying behavior. A consumer may be a member of political party. Where his dress norms are different. Thus, he has to buy things that confirmed to his life styles in different groups.
  • 10. FRUEDIAN MODEL OF CONSUMER BEHAVIOUR – SIGMUND FRUED Psycho – analytical model: ID – Which generates desire. EGO – Ego gives the ways to fulfill your desire. SUPER EGO – It will tell you what is good & what is bad for a human being.
  • 11. ORGANISATIONAL BUYING BEHAVIOUR: TYPES OF ORGANISATIONAL BUYER: a. Industrial markets – To manufacture, production, assemble. b. Resellers markets – They buy to sell to somebody. c. Government markets.  ENTRYPORT TRADE – Trade between one country to another country.
  • 12. CHARACTERISTICS OF BUSINESS MARKETS:        Very few buyers Larger buyers Geographically concentrated buyers Derived demand Inelastic demand Fluctuating demand Professional purchasing
  • 13. TYPES OF BUYING SITUATIONS: • Straight re - buy • Modified re – buy • New task FACTORS INFLUENCING ORGANISATIONAL BUYER:  Environmental factors  Organizational factors  Interpersonal factors  Personal / Individual factors
  • 14. ORGANIZATIONAL BUYING PROCESS: Problem recognition / Need recognition  General need recognition  Product specification  Suppliers search  Proposal solicitation  Order routine – specification  Performance review 

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