Consumer behavior intro 1

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introduction to consumer behavior

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Consumer behavior intro 1

  1. 1. Introduction Consumer Behavior
  2. 2. Consumer Behavior is based on <ul><li>Psychology </li></ul><ul><li>Sociology </li></ul><ul><li>Marketing and </li></ul><ul><li>Economics </li></ul>
  3. 3. We study consumer Behavior because <ul><li>Consumers are different </li></ul><ul><li>Consumer behave differently in different cultures, and societies </li></ul><ul><li>There are Religious, Economic, Language, and Societal differences. </li></ul>
  4. 4. Consumer Purchasing Process <ul><li>Consumers pass through different steps before purchasing a product. </li></ul><ul><li>The consumer purchasing process may be highly complex or very simple, depending: </li></ul><ul><ul><li>Financial Risk </li></ul></ul><ul><ul><li>Physical Risk </li></ul></ul><ul><ul><li>The risk of Unknown. </li></ul></ul><ul><li>Some decisions are so simple that the need is recognized in store and purchase is made. </li></ul>
  5. 5. Step 1: Need recognition <ul><li>Consumers recognize the need when their existing state is not equal to their desire state. </li></ul><ul><li>Consumers may recognize needs through: </li></ul><ul><ul><li>Internal sources </li></ul></ul><ul><ul><li>External sources </li></ul></ul><ul><li>Consumers recognize needs through: </li></ul><ul><ul><li>Physical disorders </li></ul></ul><ul><ul><li>Technological changes </li></ul></ul><ul><ul><li>Personal or family changes </li></ul></ul><ul><ul><li>Economic factors etc. </li></ul></ul>
  6. 6. … .. continue <ul><li>One of the major tasks of marketers are to motivate consumers that their existing state is not equal to their desired state, through continuous research and finding new ways of consumer comfort. </li></ul>
  7. 10. Step II: Information Search <ul><li>Once consumers recognize needs, they will search for information about how to satisfy their unmet needs. </li></ul><ul><li>Consumers information search stage may be very time consuming, or very short, depending on the nature and price of the product. </li></ul><ul><li>There are two different sources of consumer information; </li></ul><ul><ul><li>Consumer dominant sources and </li></ul></ul><ul><ul><li>Marketing dominant sources </li></ul></ul>
  8. 11. … . continue <ul><li>Consumer dominant sources includes: </li></ul><ul><ul><li>Consumer past experiences </li></ul></ul><ul><ul><li>Family and Friends </li></ul></ul><ul><li>Marketing dominant sources includes: </li></ul><ul><ul><li>Advertising and publicity </li></ul></ul><ul><ul><li>Personal Selling </li></ul></ul><ul><ul><li>Utilization of Support Media etc. </li></ul></ul>
  9. 12. Step III: Evaluation of Alternatives <ul><li>At this stage consumers evaluate the alternatives, in his or her evoked set. </li></ul><ul><li>Consumers evaluate products based on multiple factor. </li></ul>
  10. 13. Step III: Evaluation of Alternatives <ul><li>Price Vs Value </li></ul>
  11. 14. Step III: Evaluation of Alternatives <ul><li>Evaluation of alternatives based on Quality. </li></ul><ul><li>Costly and Expansive issues </li></ul>
  12. 15. Step IV: Purchase <ul><li>Brand Decisions </li></ul><ul><li>Store Patronage </li></ul><ul><li>Purchase decisions may be affected by: </li></ul><ul><ul><li>Reputation of the dealer </li></ul></ul><ul><ul><li>Companies and Competitors announcement of launching a new models and versions. </li></ul></ul><ul><ul><ul><li>For example in the case of Ipad, and hp slate etc </li></ul></ul></ul><ul><li>Purchase decisions may be delayed because of economic and political conditions. Especially in the case of major and Industrial purchases. </li></ul>
  13. 16. Post Purchase Behavior <ul><li>Consumers evaluate the product </li></ul><ul><li>Consumers consider negative factors of the product than the positive factors. </li></ul><ul><li>Cognitive dissonance </li></ul><ul><li>Cognitive dissonance of the consumers can be minimized but may not be totally eliminated. </li></ul><ul><li>Cognitive dissonance of consumers can be minimized through follow ups. </li></ul>

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