<ul><li>Buyer Behaviour - </li></ul><ul><li>Who buys, why, when and where? </li></ul><ul><li>Subhajit Sanyal </li></ul>Pri...
learning outcomes <ul><li>Different types of consumer </li></ul><ul><li>Different types of purchasing </li></ul><ul><li>Th...
Person making buying decision Product purchased or not purchased Product offerings Other stimuli The simple ‘black box’ mo...
Marketing  stimuli Other stimuli Buyer’s Charact-eristics Buyer’s decision   process Buyer’s   decisions 4 P’s Econ. Tech....
Understanding Customers -Key Questions <ul><li>Who is important? </li></ul><ul><li>Why? </li></ul><ul><li>How do they buy?...
Psychological influences <ul><li>Perception </li></ul><ul><li>Motives </li></ul><ul><li>Ability and Knowledge </li></ul><u...
Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
A Hierarchy of Influences <ul><li>Socio cultural </li></ul><ul><li>Group influences </li></ul><ul><li>Influence of individ...
Personal   Influences <ul><li>Gender </li></ul><ul><li>Race/caste/community </li></ul><ul><li>Physical attributes </li></u...
Large Group Influences <ul><li>Standard of living </li></ul><ul><li>Materialism </li></ul><ul><li>Political correctness </...
Small group influences <ul><li>Values </li></ul><ul><li>Morals </li></ul><ul><li>Ethics </li></ul><ul><li>Aspiration </li>...
Unpredictable’s <ul><li>Climate </li></ul><ul><li>Health </li></ul><ul><li>Mental state </li></ul><ul><li>Previous activit...
Purchase situation <ul><li>Perceived risk </li></ul><ul><li>Relative cost </li></ul><ul><li>Availability </li></ul><ul><li...
Maslow’s Hierarchy
Information Product Financial Social Selling  company Buying company
Decision process Recognise problem Develop product specifications to solve problem Search for products and suppliers Evalu...
Organisational Roles in Buying <ul><li>User </li></ul><ul><li>Influencer </li></ul><ul><li>Decider </li></ul><ul><li>Buyer...
<ul><li>Thank You </li></ul>
Refreshing Break THANK YOU FOR YOUR ATTENTION.  Have you prepared your case study?
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Unit1 consumer behaviour

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  • Unit1 consumer behaviour

    1. 1. <ul><li>Buyer Behaviour - </li></ul><ul><li>Who buys, why, when and where? </li></ul><ul><li>Subhajit Sanyal </li></ul>Principles of Marketing
    2. 2. learning outcomes <ul><li>Different types of consumer </li></ul><ul><li>Different types of purchasing </li></ul><ul><li>The buying decision process </li></ul><ul><li>Influences on Buyer Behaviour </li></ul><ul><li>Organisational roles in buying </li></ul><ul><li>Models of Buying Behaviour </li></ul>
    3. 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. 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. 5. Understanding Customers -Key Questions <ul><li>Who is important? </li></ul><ul><li>Why? </li></ul><ul><li>How do they buy? </li></ul><ul><li>When do they buy? </li></ul><ul><li>How often? </li></ul><ul><li>Where are purchases made? </li></ul><ul><li>What are the selection criteria? </li></ul>
    6. 6. Psychological influences <ul><li>Perception </li></ul><ul><li>Motives </li></ul><ul><li>Ability and Knowledge </li></ul><ul><li>Attitudes </li></ul><ul><li>Personality </li></ul>Personal influences <ul><li>Demographic </li></ul><ul><li>Situational </li></ul><ul><li>Involvement </li></ul>Social influences <ul><li>Roles and family </li></ul><ul><li>Reference groups </li></ul><ul><li>Social classes </li></ul><ul><li>Culture and </li></ul><ul><li>subcultures </li></ul>Consumer buying decision process Evaluation of alternatives Post - purchase evaluation Purchase Information search Problem recognition Feedback
    7. 7.
    8. 8. Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
    9. 9. Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
    10. 10. Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
    11. 11. A Hierarchy of Influences <ul><li>Socio cultural </li></ul><ul><li>Group influences </li></ul><ul><li>Influence of individuals </li></ul><ul><li>Personal factors </li></ul><ul><li>Situational factors </li></ul><ul><li>Promotional factors </li></ul><ul><li>Product factors </li></ul><ul><li>Marketing mix - other elements </li></ul>
    12. 12. Personal Influences <ul><li>Gender </li></ul><ul><li>Race/caste/community </li></ul><ul><li>Physical attributes </li></ul><ul><li>Colour </li></ul><ul><li>Culture </li></ul><ul><li>Subculture </li></ul><ul><li>Religion </li></ul><ul><li>Nationality </li></ul>
    13. 13. Large Group Influences <ul><li>Standard of living </li></ul><ul><li>Materialism </li></ul><ul><li>Political correctness </li></ul><ul><li>Laws and conformity </li></ul><ul><li>Value of education </li></ul><ul><li>Value of professions </li></ul>
    14. 14. Small group influences <ul><li>Values </li></ul><ul><li>Morals </li></ul><ul><li>Ethics </li></ul><ul><li>Aspiration </li></ul><ul><li>(Motivations) </li></ul>
    15. 15. Unpredictable’s <ul><li>Climate </li></ul><ul><li>Health </li></ul><ul><li>Mental state </li></ul><ul><li>Previous activities </li></ul><ul><li>Relationships </li></ul><ul><li>Time available </li></ul><ul><li>Future activities </li></ul>
    16. 16. Purchase situation <ul><li>Perceived risk </li></ul><ul><li>Relative cost </li></ul><ul><li>Availability </li></ul><ul><li>Choice </li></ul><ul><li>Information available </li></ul><ul><li>Previous experience </li></ul><ul><li>Environment </li></ul><ul><li>Others present (their impact ) </li></ul>
    17. 17. Maslow’s Hierarchy
    18. 18. Information Product Financial Social Selling company Buying company
    19. 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 <ul><li>Competitive factors </li></ul><ul><li>Legal and regulatory forces </li></ul><ul><li>Economic conditions </li></ul><ul><li>Sociocultural issues </li></ul><ul><li>Technological changes </li></ul><ul><li>Objectives </li></ul><ul><li>Purchasing policies </li></ul><ul><li>Resources </li></ul><ul><li>Buying centre structure </li></ul>Environmental Organisational Interpersonal <ul><li>Co-operation </li></ul><ul><li>Conflict </li></ul><ul><li>Power relationships </li></ul><ul><li>Age </li></ul><ul><li>Education level </li></ul><ul><li>Job status </li></ul><ul><li>Personality </li></ul><ul><li>Income </li></ul>Individual
    20. 20. Organisational Roles in Buying <ul><li>User </li></ul><ul><li>Influencer </li></ul><ul><li>Decider </li></ul><ul><li>Buyer </li></ul><ul><li>Gatekeeper </li></ul>
    21. 21. <ul><li>Thank You </li></ul>
    22. 22. Refreshing Break THANK YOU FOR YOUR ATTENTION. Have you prepared your case study?
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