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Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
Consumer behavior
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Consumer behavior

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Consumer behavior

Consumer behavior

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  • 1. AnalyzingConsumer Markets
  • 2. Chapter Questions• How do consumer characteristics influence buying behavior?• What major psychological processes influence consumer responses to the marketing program?• How do consumers make purchasing decisions?• How do marketers analyze consumer decision making?
  • 3. Tata Steel usedsteeljunction® to encourageconsumers to go steel shopping and to develop deeperunderstanding of individual and household customers.
  • 4. Figure 6.1Model of Consumer Behavior
  • 5. What InfluencesConsumer Behavior? Cultural Factors Social Factors Personal Factors
  • 6. What is Culture? Culture is the fundamental determinant of a person’s wants and behaviors acquiredthrough socialization processes with family and other key institutions.
  • 7. SubculturesNationalities Religions Racial groups Geographic regions
  • 8. Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers
  • 9. Characteristics of Social Classes• Within a class, people tend to behave alike• Social class conveys perceptions of inferior or superior position• Class may be indicated by a cluster of variables (occupation, income, wealth)• Class designation is mobile over time
  • 10. Social FactorsReference Family groups Social Statuses roles
  • 11. Reference GroupsMembership groups Primary groups Secondary groups Aspirational groups Dissociative groups
  • 12. Provogue uses teenage icons as brand ambassadors and a youthtargeted website to connect to its customers
  • 13. Radio Shack Targets Women with Female Store Managers
  • 14. Roles and Status What degree of status is associated with various occupational roles?
  • 15. Personal Factors Age Self- Life cycleconcept stageLifestyle OccupationValues Wealth Personality
  • 16. The Family Life Cycle
  • 17. Brand Personality Sincerity Excitement Competence Sophistication Ruggedness
  • 18. Lifestyle Influences Multi-tasking Time-starvedMoney-constrained
  • 19. Faysal Bank of Pakistan has extendedbanking hours for time- pressed executives.
  • 20. Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments• Sustainable Economy• Healthy Lifestyles• Ecological Lifestyles• Alternative Health Care• Personal Development
  • 21. Key Psychological Processes Motivation Perception Learning Memory
  • 22. Motivation Maslow’s Herzberg’s Freud’s Hierarchy Two-Factor Theory of Needs Theory Behavior Behavior Behavior isis guided by is driven by guided bysubconscious the lowest, motivating motivations unmet need and hygiene factors
  • 23. Maslow’s Hierarchy of Needs
  • 24. Herzberg’s Two-Factor Theory
  • 25. Perception Selective Attention Selective Retention Selective Distortion Subliminal Perception
  • 26. Figure 6.3 State Farm Mental Map
  • 27. Figure 6.4 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior
  • 28. Problem Recognition
  • 29. Sources of Information Personal Commercial Public Experiential
  • 30. Figure 6.5 Successive SetsInvolved in Consumer Decision Making
  • 31. Table 6.8 Sales and Product Life Cycle
  • 32. Figure 6.6 Stages betweenEvaluation of Alternatives and Purchase
  • 33. Non-Compensatory Models of Choice• Conjunctive• Lexicographic• Elimination-by-aspects
  • 34. Perceived RiskFunctional Physical Financial Social Psychological Time
  • 35. Figure 6.7 How Customers Use and Dispose of Products
  • 36. Rural Consumer Behaviour• Rural consumers are more brand loyal• Restrictions on consumption• Collective consumption behaviour: for family rather than individual• Seasonality of consumption based on seasonality of agricultural production/income• Specific patterns in the five-stage buying decision process
  • 37. Other Theories of Consumer Decision MakingInvolvement Decision Heuristics• Elaboration • Availability Likelihood Model • Representativeness• Low-involvement • Anchoring and marketing adjustment strategies• Variety-seeking buying behavior
  • 38. Mental Accounting• Consumers tend to… – Segregate gains – Integrate losses – Integrate smaller losses with larger gains – Segregate small gains from large losses
  • 39. Marketing Debate Is target marketing ever bad?Take a position:1. Targeting minorities is exploitive.or2. Targeting minorities is a soundbusiness practice.
  • 40. Marketing Discussion Do you have rules you employ inspending money? Do you follow Thaler’s four principlesin reacting to gains and losses?

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