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Consumer Markets and  Consumer Buyer Behaviour <ul><li>Chapter 7 </li></ul><ul><li>PowerPoint slides </li></ul><ul><li>Exp...
Learning Objectives <ul><li>After studying this chapter, you should be able to: </li></ul><ul><ul><li>Define the consumer ...
Model of Buyer Behaviour <ul><li>Consumer buying behaviour: </li></ul><ul><ul><li>Buying behaviour of final consumers </li...
Factors Influencing Consumer Behaviour <ul><li>Culture: </li></ul><ul><ul><li>Basic values, perceptions, wants and behavio...
Factors Influencing Consumer Behaviour <ul><li>Canadian subcultures of interest: </li></ul><ul><ul><li>Native Canadians </...
Factors Influencing Consumer Behaviour <ul><li>Social factors: </li></ul><ul><ul><li>Groups: reference, membership, and as...
Factors Influencing Consumer Behaviour <ul><li>Personal factors: </li></ul><ul><ul><li>Family life cycle </li></ul></ul><u...
Factors Influencing Consumer Behaviour <ul><li>Psychological factors: </li></ul><ul><ul><li>Motivation: needs and motives,...
Four Types of Buying Decision Behaviour <ul><li>Based on: </li></ul><ul><ul><li>Degree of involvement </li></ul></ul><ul><...
The Buyer Decision Process <ul><li>Need recognition: </li></ul><ul><ul><li>Triggered by internal or external stimuli </li>...
The Buyer Decision Process <ul><li>Evaluation of alternatives: </li></ul><ul><ul><li>The process of evaluating information...
The Buyer Decision Process <ul><li>Postpurchase behaviour: </li></ul><ul><ul><li>Relationship between consumer expectation...
Adoption of New Product Innovations <ul><li>Stages in the adoption process: </li></ul><ul><ul><li>Awareness, interest, eva...
In Conclusion… <ul><li>The learning objectives for this chapter were: </li></ul><ul><ul><li>Define the consumer market and...
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Ch7 consumer market and buying behavior.

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Ch7 consumer market and buying behavior.

  1. 1. Consumer Markets and Consumer Buyer Behaviour <ul><li>Chapter 7 </li></ul><ul><li>PowerPoint slides </li></ul><ul><li>Express version </li></ul><ul><li>Instructor name </li></ul><ul><li>Course name </li></ul><ul><li>School name </li></ul><ul><li>Date </li></ul>Principles of Marketing, Sixth Canadian Edition
  2. 2. Learning Objectives <ul><li>After studying this chapter, you should be able to: </li></ul><ul><ul><li>Define the consumer market and construct a simple model of consumer buyer behaviour </li></ul></ul><ul><ul><li>Name the four major factors that influence consumer buyer behaviour </li></ul></ul><ul><ul><li>List and understand the major types of buying-decision behaviour and the stages in the buyer decision process </li></ul></ul><ul><ul><li>Describe the adoption and diffusion process for new products </li></ul></ul>
  3. 3. Model of Buyer Behaviour <ul><li>Consumer buying behaviour: </li></ul><ul><ul><li>Buying behaviour of final consumers </li></ul></ul><ul><ul><li>Purchase goods and services for personal consumption </li></ul></ul><ul><li>Consumer market: </li></ul><ul><ul><li>All individuals and households </li></ul></ul><ul><ul><li>Buy or acquire goods and services for consumption </li></ul></ul>Figure 7.1
  4. 4. Factors Influencing Consumer Behaviour <ul><li>Culture: </li></ul><ul><ul><li>Basic values, perceptions, wants and behaviours </li></ul></ul><ul><ul><li>Learned from family and important institutions </li></ul></ul><ul><li>Subculture: </li></ul><ul><ul><li>Group of people with shared value systems </li></ul></ul><ul><ul><li>Based on common life experiences and situations </li></ul></ul>Figure 7.2
  5. 5. Factors Influencing Consumer Behaviour <ul><li>Canadian subcultures of interest: </li></ul><ul><ul><li>Native Canadians </li></ul></ul><ul><ul><li>Ethnic groups </li></ul></ul><ul><ul><li>French Canadian </li></ul></ul><ul><li>Social class </li></ul>Figure 7.2
  6. 6. Factors Influencing Consumer Behaviour <ul><li>Social factors: </li></ul><ul><ul><li>Groups: reference, membership, and aspirational groups </li></ul></ul><ul><ul><li>Opinion leader </li></ul></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>Roles and Status </li></ul></ul>Figure 7.2
  7. 7. Factors Influencing Consumer Behaviour <ul><li>Personal factors: </li></ul><ul><ul><li>Family life cycle </li></ul></ul><ul><ul><li>Occupation </li></ul></ul><ul><ul><li>Economic situation </li></ul></ul><ul><ul><li>Lifestyle: activities, interests, and opinions (AIO’s) </li></ul></ul><ul><ul><li>Personality and self-concept: brand personality </li></ul></ul>Figure 7.2
  8. 8. Factors Influencing Consumer Behaviour <ul><li>Psychological factors: </li></ul><ul><ul><li>Motivation: needs and motives, Maslow’s Hierarchy of Needs </li></ul></ul><ul><ul><li>Perception: selective attention, distortion, and retention </li></ul></ul><ul><ul><li>Learning: drives, stimuli, cues, responses, and reinforcement </li></ul></ul><ul><ul><li>Beliefs and attitudes </li></ul></ul>Figure 7.2
  9. 9. Four Types of Buying Decision Behaviour <ul><li>Based on: </li></ul><ul><ul><li>Degree of involvement </li></ul></ul><ul><ul><li>Degree of perceived differences between brands </li></ul></ul><ul><ul><li>Influences promotional strategies </li></ul></ul>Figure 7.5
  10. 10. The Buyer Decision Process <ul><li>Need recognition: </li></ul><ul><ul><li>Triggered by internal or external stimuli </li></ul></ul><ul><ul><li>Must reach an intensity high enough to become a drive </li></ul></ul><ul><li>Information search: </li></ul><ul><ul><li>Memory (internal) search </li></ul></ul><ul><ul><li>External search: personal, commercial, public, experiential sources of information </li></ul></ul><ul><ul><li>Word-of-mouth sources are most influential </li></ul></ul>Figure 7.6
  11. 11. The Buyer Decision Process <ul><li>Evaluation of alternatives: </li></ul><ul><ul><li>The process of evaluating information to make a decision </li></ul></ul><ul><ul><li>Attributes and importance weights are chosen </li></ul></ul><ul><ul><li>Alternatives compared against the criteria </li></ul></ul><ul><li>Purchase decision: </li></ul><ul><ul><li>Attitudes of others and unexpected situational factors </li></ul></ul><ul><ul><li>May come between purchase intention and decision </li></ul></ul>Figure 7.6
  12. 12. The Buyer Decision Process <ul><li>Postpurchase behaviour: </li></ul><ul><ul><li>Relationship between consumer expectation and perceived performance </li></ul></ul><ul><ul><li>Cognitive dissonance </li></ul></ul><ul><ul><li>Customer satisfaction is key to customer loyalty </li></ul></ul>Figure 7.6
  13. 13. Adoption of New Product Innovations <ul><li>Stages in the adoption process: </li></ul><ul><ul><li>Awareness, interest, evaluation, trial, and adoption </li></ul></ul><ul><li>Influence of product characteristics on rate of adoption: </li></ul><ul><ul><li>Relative advantage </li></ul></ul><ul><ul><li>Compatibility </li></ul></ul><ul><ul><li>Complexity </li></ul></ul><ul><ul><li>Divisibility </li></ul></ul><ul><ul><li>Communicability </li></ul></ul>Figure 7.7
  14. 14. In Conclusion… <ul><li>The learning objectives for this chapter were: </li></ul><ul><ul><li>Define the consumer market and construct a simple model of consumer buyer behaviour </li></ul></ul><ul><ul><li>Name the four major factors that influence consumer buyer behaviour </li></ul></ul><ul><ul><li>List and understand the major types of buying-decision behaviour and the stages in the buyer decision process </li></ul></ul><ul><ul><li>Describe the adoption and diffusion process for new products </li></ul></ul>

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