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Consumer behavior duy

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Consumer behavior duy

  1. 1. LECTURE NOTES INTEGRATED BUSINESS CONSUMER BEHAVIORCONSUMER BEHAVIOR Week 12
  2. 2. CONSUMER BEHAVIOR Readings (Course Materials): - “Buyer Behavior”, Level 1, Vol.1, p. 349 to 421. - “Online Buyer Behavior”, Level 1, Vol.2, p. 245 to 291.
  3. 3. CONSUMER BEHAVIOR Teamwork (Buyers role play) Group 1. Clothing Group 2. Cell phone Group 3. Soft drink Group 4. Motorbike Group 5. Laptop/Notebook Group 6. Food Group 7. Tour Group 8. Fruit - Purchase steps? - Criteria to consider? - Most important influences?
  4. 4. CONSUMER BEHAVIOR - Market: An aggregate of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase such products.
  5. 5. CONSUMER BEHAVIOR - Consumer Market: Purchasers and household members who intends to consume or benefit from the purchased products and who do not buy products for the main purpose of making profits. - Consumer Buying Behavior: The decision processes and acts of ultimate consumers/end users involved in buying and using products.
  6. 6. CONSUMER BEHAVIOR - Consumer Products: + Convenience products + Shopping products + Specialty products + Unsought products
  7. 7. CONSUMER BEHAVIOR  Decision-making process (p. 350)  Buying situation (p. 356)  Influencing factors (p. 358)
  8. 8. DECISION-MAKING PROCESS : 5 STAGES 1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase 5. Post-purchase evaluation
  9. 9. BUYING SITUATION: 3 TYPES OF CONSUMER PROBLEM SOLVING - Routinized response behavior - Limited problemsolving - Extended problem solving - Impulse buying: An unplanned buying behavior involving a powerful urge to buy something immediately.
  10. 10. INFLUENCING FACTORS (1) : PERSONAL FACTORS - Demographic factors (age, sex, race, ethnicity, income, family life cycle, and occupation) - Lifestyles (an individual’s pattern of living expressed through activities, interests, and opinions) - Situational factors (influences resulting from circumstances, time, and location that affect the consumer buying decision process)
  11. 11. INFLUENCING FACTORS (2) : PSYCHOLOGICAL FACTORS - Perception (the process of selecting, organizing, and interpreting informations). - Motivation (an internal energizing force directing a person’s behavior toward satisfying needs or achieving goals).
  12. 12. INFLUENCING FACTORS (2) : PSYCHOLOGICAL FACTORS - Learning (changes in an individual’s behavior caused by information and experience). - Attitudes (an individual’s enduring evaluation, feelings, and behavioral tendencies toward an object or idea). - Personality and self-concept
  13. 13. INFLUENCING FACTORS (3) SOCIAL FACTORS - Roles and Family Influences - Reference Groups and Opinion Leaders - Social Classes - Culture (values, knowledge, beliefs, customs, objects, and concepts of a society) and Subcultures
  14. 14. ORGANIZATIONAL BEHAVIOR - Organizational (Industrial) Market: Individuals or groups that purchase a specific kind of product for resale, direct use in producing other products, or use in general daily operations.
  15. 15. ORGANIZATIONAL BEHAVIOR - Organizational (Industrial) Market: + Producer Markets + Reseller Markets + Government Markets + Institutional Markets
  16. 16. ORGANIZATIONAL BEHAVIOR - Organizational (Industrial) Products: + Raw materials + Major equipment + Component parts + Accessory equipment + Consumable supplies
  17. 17. ORGANIZATIONAL BUYING DECISION PROCESS 1. Recognize problem 2. Develop product specifications 3. Search for products and suppliers 4. Evaluate proposals 5. Select and order 6. Evaluate product and supplier performance

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