Recommended
More Related Content
What's hot
What's hot (18)
Similar to Consumer behavior
Similar to Consumer behavior (20)
Recently uploaded
Recently uploaded (20)
Consumer behavior
- 3. Social Influences Marketing Influences Psychological Influences Situational Influences Consumer decision making BUYING PROCESS
- 5. CULTURE AND SUBCULTURES Most basic influences on an individual needs, wants and behavior Cultural values : family, religious organization, and educational institutions. Subcultures: religion, age, geographical location gender, status etc.
- 6. SOCIAL CLASS UPPER CLASS -high incomes, quality merchandise is most prized and prestige brads are commonly sought. MIDDLE CLASS -educated person with lower incomes, white-collar workers. WORKING CLASS - those minimally educated people who engage in “manual labor” with little or no prestige LOWER CLASS -Typified by poverty, homelessness, and unemployment
- 7. REFERENCE GROUP AND FAMILIES A. Primary reference groups Friends Family Members Relatives B. Secondary reference group Religious Associations Organizations Political Parties Clubs etc. comprise of people that individuals compare themselves with,who influence him/her in any way.
- 9. PRODUCT INFLUENCE PRICE INFLUENCE Brand names Quality Newness Complexity Packaging Labeling information Higher prices Lower prices
- 10. PROMOTION INFLUENCES PLACE INFLUENCES Advertising Sales promotions Salespeople Publicity Convenient to buy Sold in exclusive outlets
- 12. PHYSICAL FEATURES Geographical and institutional location Décor Sounds Aromas Lightning Weather Visible configuration
- 13. SOCIAL FEATURES Other persons present Their characteristics Their apparent roles Interpersonal interactions TIME Time of day Seasons of the year Past or future event Time since last purchase Time since or until meals or paydays
- 14. TASK FEATURES Intent or requirement to select, shop for, or obtain about a general or specific purchase. CURRENT CONDITIONS Momentary moods (acute anxiety, pleasantness, hostility & excitation) Momentary conditions(cash on hand, fatigue and illness)
- 16. PRODUCT KNOWLEDGE Refers to the amount of information a consumer stored in his or her mind. PRODUCT INVOLVEMENT Refers to a consumer’s perception of the importance or personal relevance of an item
- 18. TYPES OF DECISIONS: Extensive Decision Making - requires most time and effort Limited Decision Making - more moderate but still involves more time and effort Routine Decision Making - purchase without much deliberation, habitual purchases.
- 21. DECISION MAKING PROCESS Need recognition Alternative search Alternative evaluation Purchase Decision Post purchase evaluation
- 22. NEED RECOGNITION The starting point in the buying process is the consumer’s recognition of an unsatisfied needs. Internal Stimuli – are such things as feelings. External Stimuli – are such things as seeing.
- 24. MASLOW’S HIERARCHY FIVETYPES: Physiological Needs Safety Needs Belongingness and love needs Esteem needs Self- Actualization needs
- 25. ALTERNATIVE SEARCH Once a need is recognized, the individual then searches for alternatives for satisfying the need. Five Basic Sources: Internal source Group source Marketing source Public source Experiential source
- 26. FOUR- STEP PROCESS: “INFORMATION PROCESSING” Exposed to Information. Becomes attentive to the information. Understood the Information. Retains the Information.
- 27. ETHICAL NORMS FOR MARKETERS Do no harm. Foster trust in the marketing system. Embrace ethical values.
- 28. ALTERNATIVE EVALUATION PURCHASE DECISION POST-PURCHASE EVALUATION
- 30. COGNITIVE DISSONANCE The state of having inconsistent thoughts, beliefs, or attitudes, especially as relating to behavioral decisions and attitude change.