The document discusses consumer behavior and the consumer buying process. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. The consumer buying process involves problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. There are three types of consumer buying behavior: routine response, limited decision making, and extensive decision making. Customer preferences that influence purchasing decisions include quality, cost, comfort, safety, spare parts, and brand image.

1. 9
Muhammad Eissa

3. Consumer
Behavior

4. Agenda
• Consumer behavior
• The relation
• Consumer buying process
• Types of consumer buying behavior
• Customer preferences

5. Consumer behavior
• "the study of individuals, groups, or organizations
and the
processes they use to select, secure, use, and
dispose of
products, services, experiences, or ideas to satisfy
needs
and the impacts that these processes have on the
consumer
and society"

6. The Relation
• The relation between consumer behavior and the
marketing concepts:
– Marketers have to understand markets before marketing
strategies.
– Buyer behavior is the decision making process and acts on
individuals or organization.

7. Importance
• In marketing plan.
• Design optimal product or service.
• Where the product should be available.
• Determine the price.
• Determine the method of promotion.

8. Consumer buying process
• Problem Recognition
• Information search
• Evaluation of Alternatives
• Purchase decision
• Purchase
• Post-Purchase Evaluation

9. Problem Recognition
• Awareness of need.
• Lack of products.

10. Information search
• Internal search
• External search

11. Evaluation of Alternatives
• Establish criteria for evaluation.
• The buyer wants or does not want.
• Rank alternatives.

12. Purchase decision
• Choose buying alternative.
• Includes product, package, store,
method of purchase.

13. Purchase
• time lapse between purchase
decision
and purchase step.

14. Post-Purchase Evaluation
• Satisfaction or Dissatisfaction.
• Have you made the right decision?

15. Types of consumer buying behavior
• Routine Response.
• Limited Decision Making.
• Extensive Decision Making.
• Information from the companies MM.

16. Routine Response
• Low cost items.
• Need very little search and decision effort.
• Purchased almost automatically.

17. Limited Decision Making
• Unfamiliar brand.
• Requires an amount of time for information
gathering.

18. Extensive Decision Making
• Expensive and infrequently bought products.
• Spend a lot of time seeking information and
deciding.

19. Information from the companies MM

20. Models of consumer behavior
• Initiator : who first suggest buying the product or
service.
• Influencer: whose comments affects the decision
made.
• Decider: who makes all or part of the buying
decision.
• Buyer: who physically make the purchase.
• User : who consumes the product or service.

21. customer preferences
• Quality services
• Cost
• Comfort levels
• Safety
• Spare parts
• Brand image

22. Recap
• Consumer behavior
• The relation
• Consumer buying process
• Types of consumer buying behavior
• Customer preferences

23. Any
questions

24. Thank
You