Week 2 Understanding Customer And Their Buying Behavior

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Week 2 Understanding Customer And Their Buying Behavior

  1. 1. UNDERSTANDING CONSUMER AND THEIR BUYING BEHAVIOR Week 2 Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | anna_riana@yahoo.com
  2. 2. The Value Proposition THE WHOLE CLUSTER OF BENEFITS THE COMPANY PROMISES TO DELIVER www.slideshare.com/natriumz
  3. 3. www.slideshare.com/natriumz
  4. 4. www.slideshare.com/natriumz
  5. 5. www.slideshare.com/natriumz
  6. 6. Organizational Chart www.slideshare.com/natriumz
  7. 7. Factors Influencing Marketing Strategy www.slideshare.com/natriumz
  8. 8. Consumer Behavior for Marketing Strategy www.slideshare.com/natriumz
  9. 9. Final Consumers CH 6: Buying Behavior of Final Consumers www.slideshare.com/natriumz
  10. 10. They call it a crash test. We call it a product demonstration. www.slideshare.com/natriumz
  11. 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. 12. Model of consumer behavior www.slideshare.com/natriumz
  13. 13. Model of consumer behavior www.slideshare.com/natriumz
  14. 14. Model of consumer behavior www.slideshare.com/natriumz
  15. 15. An expanded model of consumer behavior www.slideshare.com/natriumz
  16. 16. Factors affecting consumer behavior www.slideshare.com/natriumz
  17. 17. MASLOW’S HIERARCHY OF NEEDS www.slideshare.com/natriumz
  18. 18. Maslow’s hierarchy of needs In the other form…. www.slideshare.com/natriumz
  19. 19. If you have a faucet You can have a facial. www.slideshare.com/natriumz
  20. 20. Possible needs motivating a person to some action” www.slideshare.com/natriumz
  21. 21. THE MAJOR AMERICAN SOCIAL CLASSES www.slideshare.com/natriumz
  22. 22. FAMILY LIFE CYCLE www.slideshare.com/natriumz
  23. 23. VALS LIFESTYLE CLASSIFICATIONS www.slideshare.com/natriumz
  24. 24. ThermaCare and Diamond ads www.slideshare.com/natriumz
  25. 25. Lifestyle Dimensions (and some related demographic dimensions) www.slideshare.com/natriumz
  26. 26. 4 types of buying behavior www.slideshare.com/natriumz
  27. 27. Buyer Decision Making Process www.slideshare.com/natriumz
  28. 28. Relation of Decision - making process, adoption process, and learning (given a problem) www.slideshare.com/natriumz
  29. 29. Adopter categorization on the basis of adoption of innovations www.slideshare.com/natriumz
  30. 30. Movie: What Woman Wants www.slideshare.com/natriumz
  31. 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. 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. 33. EXAMPLES OF DIFFERENT TYPES OF BUSINESS AND ORGANIZATIONAL CUSTOMERS www.slideshare.com/natriumz
  34. 34. Characteristic of Business Market www.slideshare.com/natriumz
  35. 35. Major Influences on Business Buyers www.slideshare.com/natriumz
  36. 36. Business Buying Process www.slideshare.com/natriumz
  37. 37. Organizational Buying Processes www.slideshare.com/natriumz
  38. 38. Multiple influence and roles in the buying center www.slideshare.com/natriumz
  39. 39. Major Sources of Information used by organizational buyers www.slideshare.com/natriumz
  40. 40. Example Kodak offers services that streamline processes for hospital administrators www.slideshare.com/natriumz
  41. 41. Sharp & Aramark ad www.slideshare.com/natriumz
  42. 42. Hertz and Shell ads www.slideshare.com/natriumz
  43. 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. 44. thank you www.slideshare.com/natriumz

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