Your SlideShare is downloading. ×
0
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Unit1 consumer behaviour
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Unit1 consumer behaviour

1,105

Published on

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,105
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
36
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 2 2 2 2 2 2 2 2 2 2 2 2 2
  • 5 5 5 5 5 5 5 5 5 5 5 5
  • 6 6 6 6 6 6 6 6 6 6 6 6 6
  • Transcript

    • 1.
      • Buyer Behaviour -
      • Who buys, why, when and where?
      • Subhajit Sanyal
      Principles of Marketing
    • 2. learning outcomes
      • Different types of consumer
      • Different types of purchasing
      • The buying decision process
      • Influences on Buyer Behaviour
      • Organisational roles in buying
      • Models of Buying Behaviour
    • 3. Person making buying decision Product purchased or not purchased Product offerings Other stimuli The simple ‘black box’ model of buying behaviour Adcock et al (2001,pp77)
    • 4. Marketing stimuli Other stimuli Buyer’s Charact-eristics Buyer’s decision process Buyer’s decisions 4 P’s Econ. Tech. Pol. Cult. Cult. Soc. Pers. Psy. Prob. recog. Info. search Eval. of alt. Purch. decision Post-purch. beh. Pdct. choice Brand choice Dealer choice Purchase timing Purchase amount (Kotler, 2003)
    • 5. Understanding Customers -Key Questions
      • Who is important?
      • Why?
      • How do they buy?
      • When do they buy?
      • How often?
      • Where are purchases made?
      • What are the selection criteria?
    • 6. Psychological influences
      • Perception
      • Motives
      • Ability and Knowledge
      • Attitudes
      • Personality
      Personal influences
      • Demographic
      • Situational
      • Involvement
      Social influences
      • Roles and family
      • Reference groups
      • Social classes
      • Culture and
      • subcultures
      Consumer buying decision process Evaluation of alternatives Post - purchase evaluation Purchase Information search Problem recognition Feedback
    • 7.
    • 8. Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
    • 9. Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
    • 10. Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
    • 11. A Hierarchy of Influences
      • Socio cultural
      • Group influences
      • Influence of individuals
      • Personal factors
      • Situational factors
      • Promotional factors
      • Product factors
      • Marketing mix - other elements
    • 12. Personal Influences
      • Gender
      • Race/caste/community
      • Physical attributes
      • Colour
      • Culture
      • Subculture
      • Religion
      • Nationality
    • 13. Large Group Influences
      • Standard of living
      • Materialism
      • Political correctness
      • Laws and conformity
      • Value of education
      • Value of professions
    • 14. Small group influences
      • Values
      • Morals
      • Ethics
      • Aspiration
      • (Motivations)
    • 15. Unpredictable’s
      • Climate
      • Health
      • Mental state
      • Previous activities
      • Relationships
      • Time available
      • Future activities
    • 16. Purchase situation
      • Perceived risk
      • Relative cost
      • Availability
      • Choice
      • Information available
      • Previous experience
      • Environment
      • Others present (their impact )
    • 17. Maslow’s Hierarchy
    • 18. Information Product Financial Social Selling company Buying company
    • 19. Decision process Recognise problem Develop product specifications to solve problem Search for products and suppliers Evaluate products and supplies relative to specifications Select and order most appropriate products and supplies Evaluate product and supplier performance Feedback SOURCE: Adapted from Frederick E. Webster, Jr, and Yoram Wind, Organisational Buying Bahaviour (Englewood Cliffs, N.J.: Prentice-Hall, 1972), pp. 33-37. Adapted by permission. Possible influencing factors
      • Competitive factors
      • Legal and regulatory forces
      • Economic conditions
      • Sociocultural issues
      • Technological changes
      • Objectives
      • Purchasing policies
      • Resources
      • Buying centre structure
      Environmental Organisational Interpersonal
      • Co-operation
      • Conflict
      • Power relationships
      • Age
      • Education level
      • Job status
      • Personality
      • Income
      Individual
    • 20. Organisational Roles in Buying
      • User
      • Influencer
      • Decider
      • Buyer
      • Gatekeeper
    • 21.
      • Thank You
    • 22. Refreshing Break THANK YOU FOR YOUR ATTENTION. Have you prepared your case study?

    ×