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

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

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