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

1,371 views

Published on

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

Published in: Marketing
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,371
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
104
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

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

  1. 1. Marketing: Consumer Markets & Consumer Buying Behaviour
  2. 2. 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.
  3. 3. Study Consumer Behaviour To Answer What Consumers Buy? How do they buy? When do they buy? Where do they buy? Why do they buy?
  4. 4. Consumer Behaviour Model
  5. 5. Characteristics that affect Consumer Behaviour • Psychological • Personal • Social • Cultural
  6. 6. Psychological Factors • Motivation - Maslow’s theory • Perception - Selective Attention (Notebook vs Desktop) - Selective Distortion (Diet Coke vs Diet Pepsi) - Selective Retention • Learning • Beliefs & Attitudes
  7. 7. Maslow’s Hierarchy of Needs
  8. 8. 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
  9. 9. VALS Framework
  10. 10. • Personality and Self-Concept - Sincerity - Friendliness - Ambitiousness - Dogmatism - Introversion - Extroversion - Sophistication - Competitiveness - Ruggedness
  11. 11. Social Factors • Groups - Membership Groups - Reference Groups - Opinion Leaders - Aspirational Group - Dissociative Group • Family - Most Important ‘Buying’ Organization • Roles & Status
  12. 12. Cultural Factors Culture influences on buying behaviour very greatly.
  13. 13. 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.
  14. 14. The Buying Decision Process • Buying Roles - Initiator - Influencer - Decider - Buyer - User • Buying Behaviour
  15. 15. Four Types of Buying Behaviour
  16. 16. Stages of The Buying Decision Process • Need Recognition - Internal Stimuli - External Stimuli • Information Search - Personal Sources - Commercial Sources - Public Sources - Experiential Sources
  17. 17. Successive Sets Involved in Customer Decision Making
  18. 18. Evaluation of Alternatives
  19. 19. Purchase Decision
  20. 20. Post Purchase Behaviour
  21. 21. The Buying Decision Process for New Products
  22. 22. Influences on the Rate of Adoption of New Products
  23. 23. Impulse Buying
  24. 24. Thank You :)

×