The document outlines learning objectives and describes different types of buyer behavior, including consumers and business buyers. It then discusses the consumer buying decision process in 3 stages: need recognition, information search, and evaluation of alternatives leading to a purchase decision. It also describes factors that influence consumer behavior such as cultural, social, personal, psychological factors and types of buying behavior.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
A reference group involves one or more people whom someone uses as a basis for comparison or point of reference in forming effective and cognitive responses and performing behaviors.
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
Stimulus-response Model Of Buyer Behavior
The Five Values Influencing Consumer Choice Behavior
Solomon Model Of Comparison Process
Nicosia Model
Howard-sheth Model
Engel-kollat-blackwell Model
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
A reference group involves one or more people whom someone uses as a basis for comparison or point of reference in forming effective and cognitive responses and performing behaviors.
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
Stimulus-response Model Of Buyer Behavior
The Five Values Influencing Consumer Choice Behavior
Solomon Model Of Comparison Process
Nicosia Model
Howard-sheth Model
Engel-kollat-blackwell Model
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
This ppt contain the comparison b/w traditional marketing and electronic marketing.
types of traditional marketing & also e-marketing, it`s advantage and disadvantage..... etc.
go through the slides and clear ur doubts.
If any error or mistake found in this ppt kindly give me feed back.
ID- jackherousa@gmail.com
Amit Ranjan.
A presentation about digital marketing regarding Search Engine Optimization, Pay Per Click, and Social Media Marketing.
The presentation includes the advantages and disadvantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
Digital Marketing PPT(Presentation) - Digital Marketing StrategiesWeb Trainings Academy
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing etc.
PM Ch 3 Analyzing Consumer & Business Market.pptxetebarkhmichale
Introduction
In life, there are universal laws that govern everything we do. These laws are so perfect that if you were to align yourself with them, you could have so much prosperity that it would be coming out of your ears. This is because God created the universe in the image and likeness of him. It is failure to follow the universal laws that causes one to fail. The laws that were created consisted of the following: ·
Law of Gratitude: The Law of Gratitude states that you must show gratitude for what you have. By having gratitude, you speed your growth and success faster than you normally would. This is because if you appreciate the things you have, even if they are small things, you are open to receiving more.
Law of Attraction: The Law of Attraction states that if you focus your attention on something long enough you will get it. It all starts in the mind. You think of something and when you think of it, you manifest that in your life. This could be a mental picture of a check or actual cash, but you think about it with an image.
Law of Karma: the Law of Karma states that if you go out and do something bad, it will come back to you with something bad. If you do well for others, good things happen to you. The principle here is to know you can create good or bad through your actions. There will always be an effect no matter what.
Law of Love: the Law of Love states that love is more than emotion or feeling; it is energy. It has substance and can be felt. Love is also considered acceptance of oneself or others. This means that no matter what you do in life if you do not approach or leave the situation out of love, it won't work.
Law of Allowing: The Law of Allowing states that for us to get what we want, we must be receptive to it. We can't merely say to the Universe that we want something if we don't allow ourselves to receive it. This will defeat our purpose for wanting it in the first place.
Law of Vibration: the Law of Vibration states that if you wish on something and use your thoughts to visualize it, you are halfway there to get it. To complete the cycle you must use the Law of Vibration to feel part of what you want. Do this and you'll have anything you want in life.
For everything to function properly there has to be structure. Without structure, our world, or universe, would be in utter chaos. Successful people understand universal laws and apply them daily. They may not acknowledge that to you, but they do follow the laws. There is a higher power and this higher power controls the universe and what we get out of it. People who know this, but wish to direct their own lives, follow the reasons. Successful people don't sit around and say "I'll try," they say yes and act on it.
Chapter - 1
The Law of Attraction
The law of attraction is the most powerful force in the universe. If you work against it, it can only bring you pain and misery. Successful people know this but have kept it hidden from the lower class for centuries because
1. LEARNING OBJECTIVES:
AFTER STUDYING THIS CHAPTER YOU SHOULD BE ABLE TO:
Describe Consumer buying decision process
Describe factors affecting consumer buying behaviour
Describe the business buying behaviour and the influencing
factors
2. In this chapter looks at 2 types of buyer behaviour :
Consumers and Business buyers
3. Definition of consumers…
Consumers….
- Individuals who buys product and services for themselves or on
behalf of their households.
- The final users or end users of these products.
Consumer buying behaviour… -
- Describes the process of how consumers make purchase decisions
and how they use the purchased products.
Therefore you need understand :
How the decision making process comes about?
Why consumers make the purchases that they make?
What are the factors influences them to purchase?
5. Buyer recognizing a problem or need.
Need is realised through :
- Internal Stimuli – aware of the need due to physical or psychologic
e.g hunger and thirst
- External stimuli – triggered by an advertisement on TV, brand name
Marketers can create needs on part of the customer. As we all know, want exists
when you have an unfulfilled needs and you have identified those needs.
Example : Children might want toys, adults might want a lower cholesterol Nasi
Lemak.
By gathering information, marketers can identify stimuli that stimulate in the
product and try to develop marketing programmes that take into account these
stimuli.
6. Customers search information about various alternatives available to satisfy their
wants.
These can be obtain through various sources :
1. Personal sources: Family members, friends, neighbours
2. Commercial sources : advertising, dealers, salesperson, displays
3. Public sources – Mass media, customer – rating organization
4. Experiential sources – from own or others experiences of using the product
7. At this point, customer is ready to make decision.
Customer uses info about the product, evaluate and compares the
alternatives.
Several steps involves in evaluating :
Benefit of the product
The importance of each benefit
Brand beliefs
Functions of the product
Cost
Satisfaction that can be derived from the product
8. Customer decide which product to buy or not buy at all.
Customer will also decide on where, why, when and how to pay for the product
Post-purchase
behaviour
Consumer assess on the product after the purchase to determine whether he / she is
satisfied with the product or not.
9. Consumer Buying Behaviour
Cultural Social factors
factors
Personal factors Psycholocal
Reference Age & life cycle
Culture factors
group Occupation
Subculture Family Motivation
Economic
Social class Roles and Perception
situation
status Lifestyle Learning
Personality Attitudes
Self-Concept
10. Culture…
- Refers to a set of vale, ideas and attitudes and transmitted or
passed down to the next generation
- Determines what people should wear, eat …Example… its common
to find Malaysians to be eating in the open air restaurants in the
middle of the night.
Subculture…
- Include nationalities, geographic regions, racial groups
- Example the common colour that depict Chinese New Year for the
chinese is red and most decorations are all in red and therefore all
product should be associated with red colour.
Social class
- Measured and related to occupation, income, education and wealth
and share common interests and behaviors.
- In US for example they are generally categorized into upper , middle
and lower class
11. Members of a society have an influence on consumer’s buying
decisions.
We need to address the influence of reference group, family, roles
and status of a person in a society on consumer buying decision.
a) Reference group
- Groups in society with which a person interacts.
- Act as a point of reference for consumers in making their decisions.
- Example of products : automobile, TV, clothing
3 Types of reference group :
Direct membership groups – face to face membership group
Divided into 2 groups :
- Primary membership groups – Interact regularly, informal face
to face eg. family, friends
- Secondary membership groups – associate less and more
formal e.g clubs,religious
groups,professional group
12. Indirect membership groups
- Groups which one is not a member
- 2 types :
Aspirational groups – groups one would like to join and must
confirm to the
groups norms ( attitude deemed acceptable
by the group)
Example, many firms use athletes as
spokespeople, and these represent what
many people would ideally like to be.
Non-aspirational groups- Groups which individual does not want to
be associated
or be identified
Opinion Leader
- Person of influence with in a group due to his or her knowledge, skills,
character
- Example : David Beckham have strong influence on public
b. ) Family
Marketers must understand that the family unit makes many family decisions.
Purchase & information roles within family
1. Instigator : suggest, initiate the purchasing process
13. 2. Influencer: provide opinions that will influence the buyer
3. Decision maker: Decide whether to buy or not to buy
4. Purchasers: someone who purchases the product
5. Consumers: someone who uses the product
C.) Roles and status
- Roles consists of activities people are expected to perform
according to people round them.
- Example: Zul plays the role of a father to his children.
- Each role carry status
- Example : Zul role in his company as a Marketing Manger has a
higher status in the society than the role of a father.
- People often choose products that show their status in the society.
14. Personal factors that affect personal factors include :
a.) Age and life cycle stage
- People change the way the purchase as their age increases.
- Example : from baby – teenagers – adult
- It is also influenced by the family lifecycle stage : from singles to
married with or without children
b.) Occupation
- Occupations may also affect customers buying behaviour.
- Example: shoe manufacturer will design different type of shoes for
office workers or at the construction sites.
d.) Economic situation
- Recession is one of the economic indicator that will affect
consumers buying behaviour.
- Marketers need to take steps in redesigning or repricing their
products based on the current economic conditions
15. d.) Lifestyle
Person coming from the same social class and occupation for example
may have different lifestyle.
Lifestyle is a person’s way of living and reflected by their activities,
interests and opinions ( AIO )
Activites – work, study, dining, sleeping
Interests – travel, entertainment, food
Opinions - on social issues, product, politics
e.) Personality
- Personality traits are the characteristics to describe personality
traits.
- Example: friendly, nerdy, happy-go-lucky
- Example: Nike linked to personality ‘Confidence’
f.) Self-Concept
- Also known as self-image
- How consumer perceives them selves in terms of attitudes, beliefs,
and self evaluations.
- Example: the product they buy or the credit card they carry support
their self-image
The new Nescafe Gold is for those ‘who appreciate the
finer things in life’
16. The psychological factors that affect purchasing behaviour are :
a.) Motivation
- What motivates the consumer to purchase the product.
- Motives are driving forces that cause a person to take action to satisfy needs.
- Please take note on Maslow’s ‘hierarchy of needs’.
b.) Perceptions.
- We all perceive situation differently
- Different people perceive picture differently due to the following perceptual processes:
1. Selective attention: Aware of certain points and ignore others
2. Selective distortion: Change information to fit in with current belief
3. Selective retention: Remember points that support beliefs and ignore others
- Customers perception towards products : package design, brand name may affect their
buying behaviour.
c.) Learning
- Changes in an individual’s behaviour from experience.
- To change consumer behaviour towards your product, you need to educate them or
giving away new information.
- Example: Free sample, repetition of advertising messages instead of clustered at
one time.
17. d.) Attitudes
- Feelings of like or dislike towards an object or an idea.
- Consumer attitudes toward a product greatly influence the success
of failure of a firm’s marketing strategy.
TYPES OF BUYING BEHAVIOUR
There are 4 types pf buying behahiour :
1. Complex Buying Behaviour
- Customers eek extensive decisions as they are unfamiliar with the
product or purchase infrequently.
- Products are typically expensive
- Spend time to look for information
- Example: House, Car, Computer
2.Dissonance Buying Behaviour
- Highly involved in the purchase but not able to see the differences
among brand choices.
- Example; Leather sofa, kitchen cabinet
- Consumers categorize the difference in accordance to price
range.
18. 3. Habitual Buying Behavior
- Frequently purchased
- Low costs items
- Little search and decision effort
- Example: Food, snacks, drinks
4. Variety-seeking buying behaviour
- Low Consumer involvement
- See large difference among brands
- Example: Consumers change preference for certain body soap for
variations although satisfied with the current brand.