Consumer behaviour

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Consumer behaviour

  1. 1. CONSUMER BEHAVIOUR UNIT - V
  2. 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. 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. 4. STAGES/ PROCESS/ DECISION MAKING OF CONSUMER BEHAVIOUR: NEED RECOGNITION INFORMATION SEARCH EVALUATING OF ALTERNATIVES [SCREENING] PURCHASE DECISION POST PURCHASE BEHAVIOUR
  5. 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. 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. 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. 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. 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. 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. 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. 12. CHARACTERISTICS OF BUSINESS MARKETS:        Very few buyers Larger buyers Geographically concentrated buyers Derived demand Inelastic demand Fluctuating demand Professional purchasing
  13. 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. 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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