Translated

1. CONSUMER BEHAVIOR
‫پيژندنه‬ ‫دعاداتو‬ ‫دمشتري‬

2. Learning Objectives ‫اهداف‬ ‫کړي‬ ‫دزده‬
 Describe the stages in the consumer decision making process

‫تشريح‬ ‫دمراحلو‬ ‫دپروسې‬ ‫نيونې‬ ‫دتصميم‬ ‫دمشتريانو‬
 Distinguish among three variation of the consumer purchase
decision process: routine, limited, and extended problem
solving.

‫مراحلو‬ ‫درې‬ ‫د‬ ‫نيونې‬ ‫دتصميم‬ ‫دمشتريانو‬
)
‫کولوتوان‬ ‫دحل‬ ‫دمشکالتو‬ ‫او‬ ‫محدوديت‬،‫عادت‬
(
‫توپيرکول‬ ‫ترمنځ‬
 Identify and understand major psychological influences on
consumer behavior.

‫پوهيدنه‬ ‫باندې‬ ‫تشويقولو‬ ‫سايکالوژيکې‬ ‫پيژندنې‬ ‫دمشتريانودعادت‬
 Identify and understand major socio cultural influences on
consumer behavior.

‫پوهيدنه‬ ‫باندې‬ ‫اثراتو‬ ‫اوکلتوري‬ ‫اجتماعي‬ ‫پيژندنې‬ ‫دمشتريانودعادت‬

3. I. What is Consumer Behavior?
‫وايې؟‬ ‫ته‬ ‫څۀ‬ ‫پيژندنه‬ ‫عادت‬ ‫دمشتريانو‬
Consumer behavior is the study of
how and why people acquire and
use products for themselves and/or
their household.
‫څنګ‬ ‫چې‬ ‫کوي‬ ‫مطالعه‬ ‫پيژندنه‬ ‫دمشتريانوعادت‬
‫ه‬
‫ترالس‬ ‫شيان‬ ‫اوکورنۍلپاره‬ ‫دځان‬ ‫خلک‬ ‫اوولې‬
‫ه‬
‫کوي‬
.

4. II. Why Should Marketers Study
Consumer Behavior?
‫عادات‬ ‫دمشتريانو‬ ‫بايد‬ ‫ولې‬ ‫کوونکي‬ ‫مطالعه‬ ‫دمارکيټ‬
‫کړي؟‬ ‫مطالعه‬ ‫پيژندنه‬
 To better understand the customer

‫شي‬ ‫پوه‬ ‫ښه‬ ‫عاداتوباندې‬ ‫مشتريانوپه‬ ‫په‬ ‫چې‬
.
 To develop better marketing mix
strategies

‫ورکول‬ ‫پرمختګ‬ ‫ښۀ‬ ‫ستراتيژيوته‬ ‫دمارکيټنګ‬

5. Consumer Decision Making Process
‫پروسه‬ ‫نيونې‬ ‫دمشتريانودتصميم‬

6. III. Stages in Consumer Decision Making
Process
‫مراحل‬ ‫دپروسې‬ ‫نيونې‬ ‫دمشتريانودتصميم‬
 Problem Recognition
(discrepancy between actual and desired state)
‫کول‬ ‫دمشکالتودرک‬
(
‫توپير‬ ‫ترمنځ‬ ‫حاالتو‬ ‫مطلوب‬ ‫او‬ ‫دحقيقي‬
)
 Information Search
(internal and external sources)
‫دمعلوماتوپلټنه‬
(
‫منابع‬ ‫اوخارجي‬ ‫داخلي‬
)
 Alternative Evaluation
(evaluative criteria)
‫ارزيابي‬ ‫متبادله‬
(
‫شرايط‬ ‫دارزيابۍ‬
)
 Purchase Decision ‫تصميم‬ ‫داخستلو‬
 Postpurchase Evaluation ‫ارزيابي‬ ‫وروسته‬ ‫داخستلوڅخه‬

7. What New Car Buyers Consider Important
‫لري؟‬ ‫اهميت‬ ‫شې‬ ‫څۀ‬ ‫لپاره‬ ‫موټراخستونکي‬ ‫دنوي‬

8. IV. Three Levels of Consumer Decision Making
‫مراحل‬ ‫درې‬ ‫نيونې‬ ‫دتصميم‬ ‫دمشتري‬
 Extended Problem Solving ‫دلويومشکالتو‬
‫حلول‬
high involvement purchase ‫مصروفيدل‬ ‫ډيروخريداريو‬ ‫په‬
high perceived risk ‫کول‬ ‫درک‬ ‫دمشکالتو‬ ‫کچه‬ ‫لوړه‬ ‫په‬
 Routine Problem Solving ‫حلول‬ ‫مشکالتو‬ ‫دعادي‬low
low involvement purchase ‫کموخريداريومصروفيدل‬ ‫په‬
purchase from habit or brand loyalty ‫اجناسو‬ ‫ياخاصو‬ ‫دعادي‬
‫خريداري‬
 Limited Decision Making ‫نيونې‬ ‫دتصميم‬
‫محدوديت‬

9. V. Psychological Influences ‫په‬
‫تشويقول‬ ‫توګه‬ ‫سايکالوژيکي‬
 Looks at the consumer as an
individual ‫توګه‬ ‫انفرادي‬ ‫په‬ ‫ته‬ ‫اخستونکي‬
‫وګورۍ‬
.
 Motivation ‫تشويقول‬
 Perception ‫پوهاوې‬
 Learning ‫کړه‬ ‫زده‬
 Attitude ‫مفکورې‬

10. Motivation ‫تشويقول‬
 Motivation is the energizing force
that causes a person to take action
to satisfy a need.

‫لپاره‬ ‫کولو‬ ‫دپوره‬ ‫دضرورت‬ ‫ديوفرد‬ ‫تشويق‬
‫ده‬ ‫قوه‬ ‫پياوړې‬
.

11. Perception ‫ادراک‬
(
‫پوهه‬
)
Perception is the process in which an individual picks up
information through their senses, organizes it, and
assigns it meaning.
‫راټولو‬ ‫معلومات‬ ‫پواسطه‬ ‫حسونو‬ ‫دخپلو‬ ‫افراد‬ ‫کې‬ ‫پدې‬ ‫چې‬ ‫ده‬ ‫پروسه‬ ‫داهغه‬
،‫ي‬
‫وړي‬ ‫کار‬ ‫په‬ ‫کې‬ ‫عمل‬ ‫په‬ ‫يې‬ ‫اوبيا‬ ‫ترتيبوي‬ ‫هغه‬
.
Selective Perception – tendency to perceive only a
portion of the marketing communications we are
exposed to.
‫پوهه‬ ‫انتخابيدونکې‬
:
‫برخ‬ ‫ديوې‬ ‫مفاهمې‬ ‫دمارکيټنګ‬ ‫مربوط‬ ‫پورې‬ ‫مونږ‬
‫ې‬
‫هڅه‬ ‫کولو‬ ‫ددرک‬
.

13. Learning ‫کړه‬ ‫زده‬
 Learning is a change in a person’s
thought processes caused by prior
experience.

‫څ‬ ‫دتغير‬ ‫کې‬ ‫پروسو‬ ‫فکري‬ ‫په‬ ‫ديوانسان‬ ‫کړه‬ ‫زده‬
‫خه‬
‫ک‬ ‫ترالسه‬ ‫پواسطه‬ ‫دپخوانيوتجربو‬ ‫چې‬ ‫ده‬ ‫عبارت‬
‫يږي‬
.

14. Attitudes ‫روش‬
 A learned predisposition to respond in a consistently favorable
or unfavorable manner toward an object, person, or behavior.

‫ر‬ ‫ته‬ ‫ويلواستعداد‬ ‫دجواب‬ ‫توګه‬ ‫اوياخرابه‬ ‫ښه‬ ‫په‬ ‫ته‬ ‫يوموضوع‬ ‫اويا‬ ‫حالت‬،‫يوفرد‬
‫وش‬
‫وايې‬
.
 Components of an attitude – ABC

‫عناصر‬ ‫ديوروش‬
(
‫وړ‬ ‫دروش‬ ،‫وړ‬ ‫ددرک‬،‫متاثرکوونکې‬
)
(affective, cognitive, behavioral)
 Attitude - Behavior Relationship

‫روش‬
-
‫ارتباط‬ ‫پيژندنې‬ ‫دعادت‬
 Attitudes tend to be enduring

‫وړوي‬ ‫دزغم‬ ‫چې‬ ‫روشونه‬
.

15. VI. Sociology cultural Influences
‫اثرات‬ ‫اوکلتوري‬ ‫اجتماعي‬
 Our consumer behavior is affected by our
relationships with other people.

‫زمونږ‬ ‫دنوروخلکوسره‬ ‫پيژندنه‬ ‫دمشتريانوعادت‬
‫کيږي‬ ‫متاثره‬ ‫ارتباطاتوپواسطه‬
.
 Family ‫فاميل‬
 Reference Groups ‫ګروپونه‬ ‫دمرجع‬
 Culture ‫کلتور‬

16. Family ‫فاميل‬
 How does the family affect consumer
behavior? (consumer socialization)

‫کړي‬ ‫اغيزمنه‬ ‫پيژندنه‬ ‫دمشتريانوعادت‬ ‫چې‬ ‫شي‬ ‫کولې‬ ‫څرنګه‬ ‫فاميل‬
( .
‫دمشتريانو‬
‫اجتماعي‬
‫کول‬
)
 Who is the Decision Maker
(Husband dominant, wife dominant, and joint decision making)
 Family Life Cycle

‫دوران‬ ‫زندګى‬ ‫د‬ ‫دکورنى‬
 Roles in Family Decision Making

‫قوانېن‬ ‫کى‬ ‫نونه‬ ‫تصمېم‬ ‫په‬ ‫دکورنۍ‬

19. Reference Groups ‫ګروپونه‬ ‫دمرجع‬
 People to whom an individual looks as a source of personal
standards.

‫ګوري‬ ‫توګه‬ ‫په‬ ‫منابعو‬ ‫معياري‬ ‫دشخصي‬ ‫افراد‬ ‫ته‬ ‫هغوي‬ ‫چې‬ ‫خلک‬ ‫هغه‬
.
 Most important determinant of reference group influence -
Product’s conspicuousness

‫کوي‬ ‫اغيزه‬ ‫والي‬ ‫لوې‬ ‫په‬ ‫دتوليد‬ ‫عامل‬ ‫کوونکې‬ ‫مشخص‬ ‫مهم‬ ‫ترټولو‬ ‫ګروپونو‬ ‫دمرجع‬
.
 Three types of reference groups
membership group
aspiration group
dissociative group
‫اقسام‬ ‫درې‬ ‫ګروپونو‬ ‫دمرجع‬
‫ګروپ‬ ‫دغړيتوب‬
‫ګروپ‬ ‫راوړنو‬ ‫دالسته‬
‫ګروپ‬ ‫منظم‬ ‫غير‬

21.  Culture includes the norms, beliefs, values and
customs learned from a society which are passed
down to succeeding generations and lead to
common patterns of behavior.

‫شوې‬ ‫زده‬ ‫څخه‬ ‫ټولنې‬ ‫ديوې‬ ‫چې‬ ‫عادات‬ ‫او‬ ‫ارزښتونه‬،‫عقايد‬ ،‫نورمونه‬ ‫هغه‬
‫وي‬ ‫شوې‬ ‫پاتې‬ ‫توګه‬ ‫په‬ ‫نمونې‬ ‫رهنما‬ ‫ديوې‬ ‫نسلونوته‬ ‫اواينده‬ ‫وي‬
‫دې‬ ‫عبارت‬ ‫دکلتورڅخه‬
.
 Sources of cultural values

‫منابع‬ ‫ارزښتونو‬ ‫دکلتوري‬
 Cultural values are not constant

‫دي‬ ‫نۀ‬ ‫ثابت‬ ‫دکلتورارزښتونه‬
.
Culture ‫کلتور‬

22. VII. Situational Influences ‫اغيزې‬ ‫دحاالتو‬
Consumers are influenced by the
circumstances surrounding the
purchase of a product.
‫څر‬ ‫دچاپيلاير‬ ‫کې‬ ‫وخت‬ ‫په‬ ‫داخستلو‬ ‫ديوتوليد‬
‫نګوالې‬
‫کوي‬ ‫اغيزمن‬ ‫مشتريان‬
.