Consumer Behaviour and Buying Process - A presentation by www.smartkeeda.com
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Consumer Behaviour and Buying Process - A presentation by www.smartkeeda.com

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This presentation help students to understand Consumer Behaviour and Buying Process in brief.

This presentation help students to understand Consumer Behaviour and Buying Process in brief.

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Consumer Behaviour and Buying Process - A presentation by www.smartkeeda.com Consumer Behaviour and Buying Process - A presentation by www.smartkeeda.com Presentation Transcript

  • Marketing: Consumer Markets & Consumer Buying Behaviour
  • Consumer Buying Behaviour Consumer behaviour refers to the mental and  emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a product or service.
  • Study Consumer Behaviour To Answer What Consumers Buy? How do they buy? When do they buy? Where do they buy? Why do they buy?
  • Consumer Behaviour Model
  • Characteristics that affect Consumer Behaviour • Psychological • Personal • Social • Cultural
  • Psychological Factors • Motivation - Maslow’s theory • Perception - Selective Attention (Notebook vs Desktop) - Selective Distortion (Diet Coke vs Diet Pepsi) - Selective Retention • Learning • Beliefs & Attitudes
  • Maslow’s Hierarchy of Needs
  • Personal Factors • Age & Life-Cycle Stage - Tastes in food, clothes, furniture, etc • Occupation - Blue Collar vs White Collar • Economic Situation - Affected by income/wealth • Life Style - AIO (Activity. Interest. Opinion Dimensions) - VALS (Values, Attitudes & Life-Style) Framework
  • VALS Framework
  • • Personality and Self-Concept - Sincerity - Friendliness - Ambitiousness - Dogmatism - Introversion - Extroversion - Sophistication - Competitiveness - Ruggedness
  • Social Factors • Groups - Membership Groups - Reference Groups - Opinion Leaders - Aspirational Group - Dissociative Group • Family - Most Important ‘Buying’ Organization • Roles & Status
  • Cultural Factors Culture influences on buying behaviour very greatly.
  • Sub-culture - Smaller groups of people within culture with shared value system - Nationalities, religions, Social Groups Social Class - Class is defined by a combination of occupation, income, education, wealth and other variables.
  • The Buying Decision Process • Buying Roles - Initiator - Influencer - Decider - Buyer - User • Buying Behaviour
  • Four Types of Buying Behaviour
  • Stages of The Buying Decision Process • Need Recognition - Internal Stimuli - External Stimuli • Information Search - Personal Sources - Commercial Sources - Public Sources - Experiential Sources
  • Successive Sets Involved in Customer Decision Making
  • Evaluation of Alternatives
  • Purchase Decision
  • Post Purchase Behaviour
  • The Buying Decision Process for New Products
  • Influences on the Rate of Adoption of New Products
  • Impulse Buying
  • Thank You :)