ANALYZING CONSUMER MARKETS<br />MARKETING  STARTS  WITH KNOWING !<br />Edgardo V. Basa<br />Ateneo Graduate School of Busi...
OUTLINE<br /> Consumer Behavior :The  Challenge to understand<br /> The Whys define the buys<br /> The finger that trigger...
Concept  1<br /> CONSUMER BEHAVIOR:<br />THE  CHALLENGE TO UNDERSTAND<br />KNOW &<br />UNDERSTAND<br />SERVE !!<br />
Concept  2<br />THE “  WHYS ”  DEFINE  “ BUYS”<br />Learning<br />Personal<br />Culture<br />Social<br />Perception<br />M...
Concept  3<br />UNDERSTAND THE FINGER<br />Internal stimuli<br />Needs reaching Threshold= Drive<br />       or     ( Need...
CONCEPT 4<br />UNDERSTAND THE FINGER<br />THE ANATOMY OF BUYING<br />External stimuli<br />Internal stimuli<br />Influence...
CONCEPT 5<br />THE PROCESS CALLED BUYING<br />Alternatives evaluation<br />Know the problem<br />Information search<br />P...
Concept  6 and  7<br />     THE ROOT WORD OF BUYING:<br />INFLUENCE<br />C<br />L<br />U<br />E<br />N<br />E<br />I<br />...
Concept  8<br />THE DETAILS OF BUYING<br />preferred brand<br />quantity<br />timing<br />Payment method<br />
Concept  9<br />WHAT COMES NEXT ?<br />THE BEHAVIOR AFTER BUYING<br />Disappointed<br />Satisfied<br /> Delighted<br />
Concept  9<br />WHAT COMES NEXT ?<br />THE BEHAVIOR AFTER BUYING<br />Spread good news<br />Spread bad news<br />Buy more<...
Concept  10<br />WHAT COMES LAST ?<br />THE BEHAVIOR OF USING AND DESPOSING<br />Get rid : temporarily<br />Get rid: perma...
Consumer Behavior<br />
Concept  10<br />CONCLUSION<br />KNOW  THY CUSTOMER<br />FROM BEGINNING…. TILL<br />
THE END  <br />
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V47 Ch6 Consumerbehavior Ve Ed Basa

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V47 Ch6 Consumerbehavior Ve Ed Basa

  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 &<br />UNDERSTAND<br />SERVE !!<br />
  4. 4. Concept 2<br />THE “ WHYS ” DEFINE “ BUYS”<br />Learning<br />Personal<br />Culture<br />Social<br />Perception<br />Memories<br />
  5. 5. Concept 3<br />UNDERSTAND THE FINGER<br />Internal stimuli<br />Needs reaching Threshold= Drive<br /> or ( Needs )<br />External stimuli<br />Arousing the need<br />+<br />n<br />
  6. 6. CONCEPT 4<br />UNDERSTAND THE FINGER<br />THE ANATOMY OF BUYING<br />External stimuli<br />Internal stimuli<br />Influence<br />Drive<br />BUY !!!!!<br />
  7. 7. CONCEPT 5<br />THE PROCESS CALLED BUYING<br />Alternatives evaluation<br />Know the problem<br />Information search<br />Purchase decision<br />Post purchase activities<br />
  8. 8. Concept 6 and 7<br /> THE ROOT WORD OF BUYING:<br />INFLUENCE<br />C<br />L<br />U<br />E<br />N<br />E<br />I<br />F<br />N<br />Attitudes<br />Beliefs<br />
  9. 9. Concept 8<br />THE DETAILS OF BUYING<br />preferred brand<br />quantity<br />timing<br />Payment method<br />
  10. 10. Concept 9<br />WHAT COMES NEXT ?<br />THE BEHAVIOR AFTER BUYING<br />Disappointed<br />Satisfied<br /> Delighted<br />
  11. 11. Concept 9<br />WHAT COMES NEXT ?<br />THE BEHAVIOR AFTER BUYING<br />Spread good news<br />Spread bad news<br />Buy more<br />Don’t buy<br />Post purchase activities<br />
  12. 12. 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 />
  13. 13. Consumer Behavior<br />
  14. 14. Concept 10<br />CONCLUSION<br />KNOW THY CUSTOMER<br />FROM BEGINNING…. TILL<br />
  15. 15. THE END <br />
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