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  • 1. UNDERSTANDING CONSUMER AND THEIR BUYING BEHAVIOR Week 2 Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | anna_riana@yahoo.com
  • 2. The Value Proposition THE WHOLE CLUSTER OF BENEFITS THE COMPANY PROMISES TO DELIVER www.slideshare.com/natriumz
  • 3. www.slideshare.com/natriumz
  • 4. www.slideshare.com/natriumz
  • 5. www.slideshare.com/natriumz
  • 6. Organizational Chart www.slideshare.com/natriumz
  • 7. Factors Influencing Marketing Strategy www.slideshare.com/natriumz
  • 8. Consumer Behavior for Marketing Strategy www.slideshare.com/natriumz
  • 9. Final Consumers CH 6: Buying Behavior of Final Consumers www.slideshare.com/natriumz
  • 10. They call it a crash test. We call it a product demonstration. www.slideshare.com/natriumz
  • 11. Consumer market and buyer behavior Consumer market Business market All individuals and households who buy • Structure and demand or acquire goods and services for • Nature of the buying unit personal consumption • Types of decisions and the decision- making process Consumer buyer behavior Business buyer behavior The buying behavior of final consumers Buying behavior of the organizations that buy goods and services for use in production of other products and services that are sold, rented, or supplied to others. Also included are retailing and wholesaling firms that acquire goods to resell or rent to others for profit. www.slideshare.com/natriumz
  • 12. Model of consumer behavior www.slideshare.com/natriumz
  • 13. Model of consumer behavior www.slideshare.com/natriumz
  • 14. Model of consumer behavior www.slideshare.com/natriumz
  • 15. An expanded model of consumer behavior www.slideshare.com/natriumz
  • 16. Factors affecting consumer behavior www.slideshare.com/natriumz
  • 17. MASLOW’S HIERARCHY OF NEEDS www.slideshare.com/natriumz
  • 18. Maslow’s hierarchy of needs In the other form…. www.slideshare.com/natriumz
  • 19. If you have a faucet You can have a facial. www.slideshare.com/natriumz
  • 20. Possible needs motivating a person to some action” www.slideshare.com/natriumz
  • 21. THE MAJOR AMERICAN SOCIAL CLASSES www.slideshare.com/natriumz
  • 22. FAMILY LIFE CYCLE www.slideshare.com/natriumz
  • 23. VALS LIFESTYLE CLASSIFICATIONS www.slideshare.com/natriumz
  • 24. ThermaCare and Diamond ads www.slideshare.com/natriumz
  • 25. Lifestyle Dimensions (and some related demographic dimensions) www.slideshare.com/natriumz
  • 26. 4 types of buying behavior www.slideshare.com/natriumz
  • 27. Buyer Decision Making Process www.slideshare.com/natriumz
  • 28. Relation of Decision - making process, adoption process, and learning (given a problem) www.slideshare.com/natriumz
  • 29. Adopter categorization on the basis of adoption of innovations www.slideshare.com/natriumz
  • 30. Movie: What Woman Wants www.slideshare.com/natriumz
  • 31. Discuss ! 1. Harley Davidson is a truly American icon, manufactured in the United States with international brand recognition. 2. Who are Harley customers and what is their buying behavior—what is your opinion? 3. Do some research and find out what the company thinks www.slideshare.com/natriumz
  • 32. Business market and business buyer behavior Consumer market Business market All individuals and households who buy • Structure and demand or acquire goods and services for • Nature of the buying unit personal consumption • Types of decisions and the decision- making process Consumer buyer behavior Business buyer behavior The buying behavior of final consumers Buying behavior of the organizations that buy goods and services for use in production of other products and services that are sold, rented, or supplied to others. Also included are retailing and wholesaling firms that acquire goods to resell or rent to others for profit. www.slideshare.com/natriumz
  • 33. EXAMPLES OF DIFFERENT TYPES OF BUSINESS AND ORGANIZATIONAL CUSTOMERS www.slideshare.com/natriumz
  • 34. Characteristic of Business Market www.slideshare.com/natriumz
  • 35. Major Influences on Business Buyers www.slideshare.com/natriumz
  • 36. Business Buying Process www.slideshare.com/natriumz
  • 37. Organizational Buying Processes www.slideshare.com/natriumz
  • 38. Multiple influence and roles in the buying center www.slideshare.com/natriumz
  • 39. Major Sources of Information used by organizational buyers www.slideshare.com/natriumz
  • 40. Example Kodak offers services that streamline processes for hospital administrators www.slideshare.com/natriumz
  • 41. Sharp & Aramark ad www.slideshare.com/natriumz
  • 42. Hertz and Shell ads www.slideshare.com/natriumz
  • 43. Discuss ! 1. Visit the UPS Web site at http://www.ups.com and discuss UPS’s consumer and business markets. 2. What are the similarities and differences? 3. In terms of a global marketplace, which market provides the most opportunity and which presents the greatest threats? www.slideshare.com/natriumz
  • 44. thank you www.slideshare.com/natriumz