The document discusses the consumer buying decision-making process and buying motives. It describes the 5 stages of the consumer decision making process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also categorizes buying motives as either emotional or rational for both products and retail patronage. The different types of emotional and rational motives that influence consumer purchasing decisions are explained.
Consumer learning is vital in creating Brand loyalty and Brand equity. In this presentation you will come to know about how people learn and what you should do as a company to make consumers learn about your product.
Consumer learning is vital in creating Brand loyalty and Brand equity. In this presentation you will come to know about how people learn and what you should do as a company to make consumers learn about your product.
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
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
Consumer Decision Making Process and Changing Indian Consumers and its Impact,Consumer Profiling for a Consumer Durable product like LCD, LED, Smart Phone, etc
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
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
Consumer Decision Making Process and Changing Indian Consumers and its Impact,Consumer Profiling for a Consumer Durable product like LCD, LED, Smart Phone, etc
This set of slides focuses on why consumer behavior is important for marketers to study as well as the steps involved in the consumer decision process.
Consumer behavior is “the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services.
Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour”.
Assignment needs to make sure it relates to this week’s readings a.docxrock73
Assignment needs to make sure it relates to this week’s readings and lecture. The assignment also needs demonstrate an understanding of lesson concept and clearly present well-reasoned ideas and concepts.
Consumer Decision Making
Welcome class to week six of the course, we only have three weeks left to go, yeah. We have officially covered over the last five weeks the foundations of what marketing is, along with discussing in depth the elements (four P’s) of the marketing mix. This week, we are going to discover what I like to call the fifth P of the marketing mix, “people.” We are going to learn all about the consumer this week and the vital role “People,” also known as the consumers play within the wonderful world of marketing. Let’s not waste anymore time and jump right into the role of a consumer.
The Importance of Understanding Consumer Behavior
Consumers’ product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. So it is critical that marketing managers have a thorough knowledge of consumer behavior. Consumer behavior describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services. Understanding how consumers make purchase decisions can help marketing managers know how to meet the demands, needs, and criterion of the consumer.
The Consumer Decision Making Process
When buying products, particularly new or expensive items, consumers generally follow the consumer decision-making process, a five-step process used by consumers when buying goods or services. The five steps of the consumer decision-making process are: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) post-purchase behavior.
These five steps represent a general process that can be used as a guide for studying how consumers make decisions. It is important to note, though that consumers’ decisions do not always proceed in order through all of these steps. In fact, the consumer may end the process at any time or may not even make a purchase. Let’s discuss the five steps of the consumer decision-making process in greater detail.
1. Need Recognition
The first stage in the consumer decision-making process is need recognition. Need recognition is the result of an imbalance between actual and desired states. The imbalance arouses and activates the consumer decision-making process. Need recognition is triggered when a consumer is exposed to either an internal or an external stimulus, which is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing.
Internal stimuli are occurrences you experience such as hunger or thirst. External stimuli are influences from an outside source such as someone’s recommendation of a new restaurant, the color of an automobile, the design of a package, a brand name mentioned by a friend, or a ...
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Marketing promote the work and increases the activity for the welfare of society as whole. It is very important for the welfare of society. Moreover, Marketing helps an economy to run economical system easily smoothly.
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We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
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Reverse Pharmacology.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Overview on Edible Vaccine: Pros & Cons with Mechanism
Buying motives and buying process
1.
Buyer Behaviour
Dr. Pooja
Assistant Professor
Dept. of Commerce
AMPGC, BHU
Buying Motives and Buying Process
2. Introduction
The modern marketing management tries to solve the basic problems of
consumers in the area of consumption. To survive in the market, a firm has to
be constantly innovating and understand the latest consumer needs and
tastes.
It will be extremely useful in exploiting marketing opportunities and in
meeting the challenges that the Indian market offers. It is important for the
marketers to understand the buyer behaviour and their motives.
3. Consumer Buying Decision-Making
Process
Consumers' buying decision and consumption process of products or
services always take place in the context of some specific situation. Depending
on the set of circumstances, consumers' behaviour may take any number of
directions.
For example, the type of gift the consumer may purchase for his son's
birthday might well be different from the type of gift on the occasion of friend's
marriage.
5. Steps in Consumer Decision-Making Process
I. Problem Recognition
Purchase decision-making process begins when a buyer becomes aware of an unsatisfied
need or a problem. Problem recognition is a critical stage in consumer decision-making
process because without it, there is no deliberate search for information.
The process of problem recognition combines some highly relevant consumer behaviour
concepts such as information processing and the motivation process. First of all, consumers
must become aware of the problem through information processing arising as a result of
internal or external stimuli. This leads to motivating consumers. Secondly is the importance of
the problem for the concerned consumer. The discrepancy and/or importance should be of
sufficient magnitude to start the purchase process.
Marketing Strategy at this Steps
Marketers use a variety of approaches to determine consumers’ problems. Generally, they
conduct surveys or use focus groups to determine the problems consumers face.
6. Steps in Consumer Decision-Making Process
II. Information Search
After problem or need recognition, consumers generally take steps to gather adequate
information to select the appropriate solution. Information search refers to what consumer
surveys in her/his environment for suitable information to make a satisfying purchase decision.
Sources of external information include:
1. Relatives, friends, neighbours, and chat groups.
2. Professional information from handouts, pamphlets, articles, magazines, journals, books,
professional contacts, and the Internet.
3. Direct experience through trial, inspection, and observation.
4. Marketer initiated efforts included in advertisements, displays, and salespeople.
Marketing Strategy at this Steps
The type of purchase decision affects the amount of information search and
The nature of consumers’ evoked set determines the direction of search.
7. Steps in Consumer Decision-Making Process
III. Evaluation of Alternatives
Consumers’ evaluative criteria refer to various dimensions; features, characteristics and
benefits that a consumer desires to solve a certain problem. For example, a consumer’s
evaluative criteria for a laptop computer may include processor speed, operating system,
memory, graphics, sound, display, software included, cost and warranty, etc. However, for
another consumer the set of evaluative criteria may be entirely different from the same product.
Marketing Strategy at this Steps
Marketers targeting consumers who are likely to use compensatory decision rules for
products and services should nevertheless have performance level at or near the level of
competition on the key features as these are given more weight than important features. In case
of compensatory decisions, the marketer must consider the total mix of the relevant attributes to
offer superior product compared to those of the competitor.
8. Steps in Consumer Decision-Making Process
IV. Purchase Decision
Making a purchase is often a simple, routine matter of going to a retail outlet where the
consumer looks around and quickly picks out something needed. All consumers like to view
themselves as intelligent shoppers and make decisions regarding the retail outlet choice in
which they will shop. Frequently, it happens that consumers choose the retail outlet first
and this influences their choice of the brand. For example, when consumers shop for
clothes, they generally decide about a retail outlet first, or go to a market area where
several such stores exist. Similarly, they often make a brand decision in the retail store
when they shop for appliances.
Marketing Strategy at this Steps
The company has undertaken several marketing activities to enable consumers reach
to this stage. However at this stage, the atmosphere of the outlet, the ambience, the
Point of Purchase Sale, the sales personnel, availability of the products would matter a
lot.
9. Steps in Consumer Decision-Making Process
V. Post Purchase Behaviour
Consumers’ favourable post-purchase evaluation leads to satisfaction. Consumers choose a
particular brand or retail outlet because they perceive it as a better overall choice than other
alternatives that were evaluated while making the purchase decision. They expect a level of
performance from their selected item that can range from quite low to quite high. Expectations
and perceived performance are not independent and consumers tend to perceive performance in
line with their expectations.
Marketing Strategy at this Steps
To meet consumer expectations, marketers need to focus on
1. Creating reasonable expectations among consumers through appropriate promotional efforts
and
2. Ensure consistency in product quality so that whatever expectations are created among
consumers through marketing communications are fulfilled.
10. Buying motive is the urge or motive to satisfy a desire or need that makes people buy goods
or services. Behind every purchase there is a buying motive. It refers to the thoughts, feelings,
emotions and instincts, which arouse in the buyers a desire to buy an article. A buyer does not
buy because s/he has been persuaded by the salesman, but s/he buys for the aroused desire in
him or her. Motives should be distinguished from instincts.
A motive is simply a reason for carrying out a particular behaviour and not an automatic
response to a stimulus, whereas instincts are pre-programmed responses, which are inborn in
the individual and involuntary. Thus hunger is an instinct whereas desire to purchase pizza is a
buying motive.
According to Prof. D. J. Duncan, “Buying Motives are those influences or considerations
which provide the impulse to buy, induce action and determine choice in the purchase of goods
and services.”
12. A. Product Buying Motives
Product buying motives refer to those influences and reasons, which prompt (i.e. induce) a
buyer to choose a particular product in preference to other products. They include the physical
attraction of the product (i.e. the design, shape, dimension, size, colour, package, performance,
price etc. of the product) or the psychological attraction of the product (i.e. the enhancement of
the social prestige or status of the purchaser through its possession), desire to remove or reduce
the danger or damage to life or body of the possessor, etc. In short, they refer to all those
characteristics of a product, which induce a buyer to buy it in preference to other products.
Product buying motives may be sub-divided into two groups, viz.,
1. Emotional product buying motives
2. Rational product buying motives
13. When a buyer decides to purchase a product without thinking over the matter logically and
carefully (i.e., without much reasoning), he/she is said to have been influenced by emotional
product buying motives. Emotional product buying motives include the following:
1. Pride or Prestige
2. Emulation or Imitation
3. Affection
4. Comfort or desire for comfort
5. Ambition
6. Desire for distinctiveness or individuality
7. Desire for recreation or pleasure
8. Hunger and desire
9. Habit
14. When a buyer decides to buy a certain thing after careful consideration (i.e. after
thinking over the matter consciously and logically), s/he is said to have been influenced by
rational product buying motives. Rational product buying motives include the following:
1. Safety or Security
2. Economy
3. Relatively low price
4. Suitability
5. Utility or versatility
6. Durability of the product
7. Convenience of the product
15. Patronage buying motives refer to those considerations or reasons, which prompt a
buyer to buy the product wanted by him from a particular shop in preference to other
shops. In other words, they are those considerations or reasons, which make a buyer,
patronise a particular shop in preference to other shops while buying a product.
Patronage buying motives also may be sub-divided into two groups viz.
1. Emotional patronage buying motives
2. Rational patronage buying motives.
16. 1. Emotional Patronage Buying
Motives
When a buyer patronises a shop (i.e. purchases the things required by him from a
particular shop) without applying his mind or without reasoning, he is said to have been
influenced by emotional patronage buying motives. Emotional patronage buying motives
include the following:
1. Appearance of the shop
2. Display of goods in the shop
3. Recommendation of others
4. Imitation
5. Prestige
6. Habit
17. When a buyer patronises a shop after careful consideration (i.e. after much logical
reasoning and careful thinking) he is said to have been influenced by rational patronage
buying motives. Rational patronage buying motives include the following:
1. Convenience
2. Low price charged by the shop
3. Credit facilities offered
4. Services offered
5. Efficiency of salesmen
6. Wide choice
7. Treatment
8. Reputation of the shop