Consumer Bahavior-3 a Marketing Plan prerequisite by www.marketingPlanNOW.com

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Consumer behavior is a prerequisite as we start to prepare a marketing plan. It's about how individuals or groups, acquire, use or dispose products, services or ideas. We learn about needs and desires through our cognition, affection, behavior - as we, as consumers, think, feel and do.

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Consumer Bahavior-3 a Marketing Plan prerequisite by www.marketingPlanNOW.com

  1. 1. Consumer Behavior-3 Introducing Consumer Behavior Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior-1 6. Creativity
  2. 2. Course Schedule  Part 2 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior 6. Creativity part 2 part 3
  3. 3. 5. Consumer Behavior  M e t h o d o l o g y Management Marketing Marketing Research Market Segmentation Consumer Behavior © Danny Abramovich
  4. 4. 5. CB  Approaches & Orientations  Anthropology  History  Psychology  Sociology  Economics  Statistics 1. Management 4. Segmentation 2. Marketing 5. Consumer Behavior 3. Research 6. Creativity
  5. 5. 5. CB  Approaches & Orientations  Anthropology   History  Psychology  Sociology  Economics  Statistics T he study of people within and across cultures.
  6. 6. 5. CB  Approaches & Orientations  Anthropology  History   Psychology  Sociology  Economics  Statistics O rigins & development of behavior and traditions.
  7. 7. 5. CB  Approaches & Orientations  Anthropology  History  Psychology   Sociology  Economics  Statistics S tudy of human thinking & behavior: personality, cognition (thinking) & perceptions.
  8. 8. 5. CB  Approaches & Orientations  Anthropology  History  Psychology  Sociology   Economics  Statistics T he scientific study of human behavior in society, including its influences on consumption.
  9. 9. 5. CB  Approaches & Orientations  Anthropology  History  Psychology  Sociology  Economics   Statistics  B asic economic issues: current and future supply and demand & consumption.
  10. 10. 5. CB  Approaches & Orientations Math-modeling & simulation Predict decisions & behavior Economics & Statistics M arketing Science Experiments & surveys Explain decisions & behavior Psychology & Sociology T raditional Interviews & focus groups Understand consumption Anthropology & History I nterpretive Primary Methods Primary Objectives Disciplines Approach
  11. 11. 5. CB  Approaches & Orientations Math-modeling & simulation Predict decisions & behavior Economics & Statistics M arketing Science Experiments & surveys Explain decisions & behavior Psychology & Sociology T raditional Interviews & focus groups Understand consumption Anthropology & History I nterpretive Primary Methods Primary Objectives Disciplines Approach
  12. 12. 5. CB  References
  13. 13. 5. CB  Definition OR VI HA BE ER UM NS CO
  14. 14. 5. CB  Definition by DA <ul><li>Consumer Behavior? </li></ul><ul><ul><li>Buying Behavior is all about… </li></ul></ul><ul><ul><li>Being & Having! </li></ul></ul><ul><ul><li>Be hav ing = Being </li></ul></ul><ul><ul><li>Be having = Having </li></ul></ul>
  15. 15. 5. CB  Definition 
  16. 16. 5. CB  Definition C onsumer B ehavior How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.
  17. 17. 5. CB  Definition <ul><ul><li>I nformation gatherer, </li></ul></ul><ul><ul><li>I nfluencer, D ecider, </li></ul></ul><ul><ul><li>P urchaser, U ser </li></ul></ul>How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.
  18. 18. 5. CB  Definition <ul><ul><li>W hether? W hat? W hy? How? </li></ul></ul><ul><ul><li>W hen? W here? How much? </li></ul></ul><ul><ul><li>How often? How long? </li></ul></ul>How individuals or groups acquire , use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.
  19. 19. 5. CB  Definition, Summary     
  20. 20. 5. CB  Definition, Summary <ul><ul><li>I nformation gatherer, </li></ul></ul><ul><ul><li>I nfluencer, D ecider, </li></ul></ul><ul><ul><li>P urchaser, U ser </li></ul></ul><ul><ul><li>W hether? W hat? W hy? How? </li></ul></ul><ul><ul><li>W hen? W here? How much? </li></ul></ul><ul><ul><li>How often? How long? </li></ul></ul>CB is a dynami c process CB can involv e many people and decisions
  21. 21. 5. CB  Is CB Important! C onsumer B ehavior often dictates marketing tactics .
  22. 22. 5. CB  The DARK Side  Shoplifting  Environmental waste  Addiction   Homelessness  Prostitution, etc.
  23. 23. 5. The A - B - C of CB C ognition B ehavior A ffection
  24. 24. 5. The A - B - C of CB  Cognition - what consumers T hink ?  Affection - how consumers F eel ?  Behavior - what consumers D o ?
  25. 25. 5. Understanding CB Starts Here . Cognition t h i n k ! * Affection f e e l ! * Behavior d o ! I N F L U E N C E S Example 1 out of 2
  26. 26. 5. Understanding CB Starts Here . Cognition t h i n k ! * Affection f e e l ! * Behavior d o ! I N F L U E N C E S Example 2 out of 2
  27. 27. 5. What Affects CB ? Cognition t h i n k ! * Affection f e e l ! * Behavior d o ! HOW do we… ? I N F L U E N C E S
  28. 28. 5. What Affects CB ?  Cognition - what consumers T hink ?  Affection - how consumers F eel ?  Behavior - what consumers D o ? Environmental events - the things and places that influence and are influenced by what consumers T hink, F eel and D o .
  29. 29. 5. What Affects CB ? Environmental events - the things and places that influence and are influenced by what consumers T hink, F eel and D o …  pre-purchase  during the purchase  post-purchase!
  30. 31. 5. What Affects CB ? <ul><li>What Affects Consumer Behavior? </li></ul><ul><ul><li>5.1 Psychological Core (Internal Process) . </li></ul></ul><ul><ul><li>5.2 Decision Making Process. </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) . </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes. </li></ul></ul><ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  31. 32. 5. What Affects CB ? D ecision Making Process C onsumer Behavior Outcomes   Psycho logical Core Internal Process C onsumer’s Culture External Process <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  32. 33. 5.1 Psychological Core Psycho logical Core Internal Process <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  33. 34. 5.1 Psychological Core 5.1. 1. Perceptions 5.1. 2. Learning & Memory 5.1. 3. Motivation and Values 5.1. 4. Attitudes & Attitude Change 5.1. 5. The Self <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  34. 35. Part Four out of Six

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