Consumer Behaviour
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Consumer Behaviour

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From the book of Principle Marketing by Philip Kotler, 9th ed

From the book of Principle Marketing by Philip Kotler, 9th ed

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Consumer Behaviour Consumer Behaviour Presentation Transcript

  • Analyzing Consumer Behaviour By : Shinta Rahmani, SE., M.Si
  • ANALYZING CONSUMER BEHAVIOR
    • FACTORS INFLUENCING CONSUMER BEHAVIOR
    • BUYING ROLES
    • TYPES OF BUYING BEHAVIOR
    • THE BUYING DECISION PROCESS
  • FACTORS INFLUENCING CONSUMER BEHAVIOR
    • CULTURAL FACTORS:
      • Culture
      • Sub-culture
      • Social Class
    • SOCIAL FACTORS:
      • Reference groups
      • Family
      • Roles & statuses
    View slide
  • FACTORS INFLUENCING CONSUMER BEHAVIOR(2)
    • PERSONAL FACTORS
    • Age and Life-Cycle Stage
    • Occupation
    • Economic Circumstances
    • Lifestyle
    • Personality & Self-concept
    View slide
  • FACTORS INFLUENCING CONSUMER BEHAVIOR (3)
    • PSYCHOLOGICAL FACTORS
    • Motivation
    • Learning
    • Perception
    • Beliefs & Attitudes
  • Maslow’s Hierarchy of Needs Esteem Needs ( self-esteem, status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst) Self Actualization (Self-development )
  • Buying Roles
    • INITIATOR : The first person to suggest the idea of buying.
    • INFLUENCER : A person whose views impact the buying decision.
    • DECIDER : The person who decides on what, when & where to buy the product or service.
    • BUYER : The actual purchaser.
    • USER : The person who uses/consumes the product or service.
  • TYPES OF BUYING BEHAVIOR DEGREE OF INVOLVEMENT LOW HIGH DEGREE OF DIFFERENCES IN BRANDS HIGH LOW COMPLEX BUYING BEHAVIOR DISSONANCE- REDUCING BUYING BEHAVIOR VARIETY- SEEKING BUYING BEHAVIOR HABITUAL BUYING BEHAVIOR
  • THE BUYING DECISION PROCESS
    • Problem/need Recognition
    • Information Search
    • Evaluation Of Alternatives
    • Purchase Decision
    • Postpurchase Behavior
  • PROBLEM/NEED RECOGNITION
    • From Internal Stimuli:
    • Hunger
    • Thirst
    • Fear
    • From External Stimuli:
    • Neighbor’s Purchases
    • Advertisements
    • Window Shopping
    • Newspapers & Magazines
  • INFORMATION SEARCH
    • From Personal Sources:
    • Family
    • Friends
    • Neighbors
    • Acquaintances
    • From Commercial Sources:
    • Advertisements
    • Dealers
    • Salespersons
    • Packaging
    • Displays
  • INFORMATION SEARCH (CONTD)
    • From Commercial Sources:
      • Advertisements
      • Dealers
      • Salespersons
      • Packaging
      • Displays
  • INFORMATION SEARCH (CONTD)
    • From Public Sources:
    • Mass Media
    • Chambers of Commerce
    • Consumer Rating Magazines
    • From Experiential Sources:
    • Handling the Product
    • Examining the Product
    • Using the Product
  • EVALUATION OF ALTERNATIVES
    • Successive Sets in Consumer Decision-Making:
    • Total Set
    • Awareness Set
    • Consideration Set
    • Choice Set
    • Buying Decision
    • (continued)
  • PURCHASE DECISION
    • Interfering Factors:
    • Attitudes of Others : Opposing and intense opinions of family members, close friends and acquaintances
    • Unanticipated situational factors : Changes in income, job transfer, loss of employment, change of priority e.g. sudden payment of educational fees etc.
  • POST PURCHASE BEHAVIOR
    • Post purchase Satisfaction:
    • Keep the Product
    • Store the Product
    • Convert to a Second Use
    • Post purchase Dissatisfaction :
    • Try to return the product/take legal recourse
    • Rent it
    • Get rid of it/Throw it