1. ANALYZING CONSUMER MARKETS MARKETING STARTS WITH KNOWING ! Edgardo V. Basa Ateneo Graduate School of Business December 1, 2009
2. 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
3. Concept 1 CONSUMER BEHAVIOR: THE CHALLENGE TO UNDERSTAND KNOW & UNDERSTAND SERVE !!
4. Concept 2 THE “ WHYS ” DEFINE “ BUYS” Learning Personal Culture Social Perception Memories
5. Concept 3 UNDERSTAND THE FINGER Internal stimuli Needs reaching Threshold= Drive or ( Needs ) External stimuli Arousing the need + n
6. CONCEPT 4 UNDERSTAND THE FINGER THE ANATOMY OF BUYING External stimuli Internal stimuli Influence Drive BUY !!!!!
7. CONCEPT 5 THE PROCESS CALLED BUYING Alternatives evaluation Know the problem Information search Purchase decision Post purchase activities
8. Concept 6 and 7 THE ROOT WORD OF BUYING: INFLUENCE C L U E N E I F N Attitudes Beliefs
9. Concept 8 THE DETAILS OF BUYING preferred brand quantity timing Payment method
10. Concept 9 WHAT COMES NEXT ? THE BEHAVIOR AFTER BUYING Disappointed Satisfied Delighted
11. Concept 9 WHAT COMES NEXT ? THE BEHAVIOR AFTER BUYING Spread good news Spread bad news Buy more Don’t buy Post purchase activities
12. Concept 10 WHAT COMES LAST ? THE BEHAVIOR OF USING AND DESPOSING Get rid : temporarily Get rid: permanently Keep it
