Unit1 consumer behaviour1


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  • Unit1 consumer behaviour1

    1. 1. Unit1 <ul><li>Buyer Behaviour - </li></ul><ul><li>Who buys, why, when and where? </li></ul><ul><li>Subhajit Sanyal </li></ul>
    2. 2. Week two - 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. Content of this week’s lecture <ul><li>The Black Box </li></ul><ul><li>Types of Buying Decision & The Decision process </li></ul><ul><li>Dissatisfaction </li></ul><ul><li>Adoption of Innovation </li></ul><ul><li>Industrial Applications </li></ul>
    4. 4. 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)
    5. 5. Model of buyer behaviour 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)
    6. 6. 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>
    7. 7. Consumer buying decision process and possible influences on the process 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
    8. 8.
    9. 9. Indian household distribution Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
    10. 10. Urban rural household incomes Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
    11. 11. Occupational income distribution Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
    12. 12. 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>
    13. 13. 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>
    14. 14. 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>
    15. 15. 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>
    16. 16. 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>
    17. 17. 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>
    18. 18. Maslow’s Hierarchy
    19. 19. The exchange process in organisational buying Information Product Financial Social Selling company Buying company
    20. 20. Organisational buying decision process and factors that may influence it 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
    21. 21. 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>
    22. 22. Refreshing Break THANK YOU FOR YOUR ATTENTION. Have you prepared your case study?