V47  C H6  C O N S U M E R B E H A V I O R  E D  B A S A
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    V47  C H6  C O N S U M E R B E H A V I O R  E D  B A S A V47 C H6 C O N S U M E R B E H A V I O R E D B A S A Presentation Transcript

    • ANALYZING CONSUMER MARKETS
      MARKETING STARTS WITH KNOWING !
      Edgardo V. Basa
      Ateneo Graduate School of Business
      December 1, 2009
    • OUTLINE
      Consumer Behavior :The Challenge to understand
      The Whys define the buys
      The finger that triggers to buy.
      The anatomy of buying
      The process called Buying
      The rootword of buying : Influence
      Origins of buying judgments
      The details of buying
      What comes next : The behavior after buying
      What comes last : The behavior of using and disposing
    • Concept 1
      CONSUMER BEHAVIOR:
      THE CHALLENGE TO UNDERSTAND
      KNOW HOW :
      CONSUMERS BUY, USE AND DISPOSE PRODUCTS
      DISCOVER HOW :
      MARKETERS REACH AND SERVE THEM EFFECTIVELY
    • Concept 2
      THE “ WHYS ” DEFINE “ BUYS”
      Cultural Influence
      • Subculture
      • Social stratification
      Social Influence
      • Reference groups
      • Family
      • Roles and Status
      Personal Influence
      • Age and stage in life cycle
      • Occupation and economic circumstance
      • Personality and self concept
      • Life styles and values
    • Concept 2
      THE “ WHYS ” DEFINE “ BUYS”
      • Understand Consumer motivation
      • Clarify perceptions
      • Reinforce Learning
      • Associate with Memories
    • Concept 2
      THE “ WHYS ” DEFINE “ BUYS”
      • MOTIVATION
      • PERCEPTION
      • LEARNING
      • MEMORY
      CULTURAL INFLUENCE
      SOCIAL INFLUENCE
      PERSONAL INFLUENCE
      CONSUMER
      CHARACTERISTICS
      CONSUMER PSYCHOLOGY
    • Concept 3
      UNDERSTAND THE FINGER
      What triggers the buyer to decide to buy ?
      Internal stimuli
      Needs reaching Threshold= Drive
      or ( Needs )
      +
      External stimuli
      Arousing the need
      n
    • Concept 4
      THE ANATOMY OF BUYING
      BUYING IS A PROCESS
      Consumer psychology and
      characteristic
      Marketing stimuli
      and environmental factors
      BUY !!
    • Problem Recognition
      Concept 5
      THE PROCESS CALLED BUYING
      Evaluation of Alternatives
      Post purchase Behavior
      Information Search
      Purchase Decision
    • Concept 6
      THE ROOT WORD OF BUYING:
      INFLUENCE
      Where does he get the information on what to buy ?
      Personal
      Family, friends, neighbors, acquaintances
      Commercial
      Adverising, web sites, salesmen, dealers, displays
      Public
      Mass media, consumer rating organizations
      Experiential
      Handling, using and examining the product
    • Concept 7
      ORIGINS OF BUYING JUDGMENTS
      Beliefs
      THOUGHTS A PERSON HOLDS ABOUT SOMETHING
      Attitudes
      DISPOSITION ABOUT SOMETHING
    • Concept 8
      THE DETAILS OF BUYING
      Buy the preferred brand
      Determine quantity to be purchased
      Determine the timing of purchase
      Payment method
    • Concept 9
      WHAT COMES NEXT ?
      THE BEHAVIOR AFTER BUYING
      Post purchase Satisfaction
      Disappointed
      Delighted
      Satisfied
    • Concept 9
      WHAT COMES NEXT ?
      THE BEHAVIOR AFTER BUYING
      Post purchase Actions
      Grape vine option
      Voice option
      “Spread the bad news ”
      “Spread the good news ”
      Exit option
      Re-entry options
      “Repeat buying”
      “Stop buying”
    • Concept 10
      WHAT COMES LAST ?
      THE BEHAVIOR OF USING AND DESPOSING
      Get rid : temporarily
      Get rid: permanently
      Keep it
    • Consumer Behavior
    • CONCLUSION
      UNDERSTANDING YOUR CUSTOMERS PATTERN IN BUYINGUSING AND DISPOSING PRODUCTS
      WOULD GIVE US IDEAS ON HOW TO REACH AND SERVE THEM WELL.
      EXTERNAL AND INTERNAL FACTORS AFFECT BUYERS PURCHASING DECISIONS
      BUYING IS A PROCESS
      IT IS THE OBJECTIVE OF THE MARKETER TO UNDERSTAND :
      THE BUYERS “ PSYCHE ” IN BUYING
      THE EXTERNAL FACTORS THAT AFFECTS HIS DECISIONS
      THE PROCESS HE UNDERGOES IN BUYING AND HIS
      BEHAVIOR AFTER DOING SO.
      5. UNDERSTAND AND LOVE YOUR CUSTOMERS !!!!