Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. For more information, visit richardsaad.me

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The consumer behavior

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Analysis
Planning
Objectives
Budget
KPI
Insights
Primary data
Secondary data
Need
Demand
Segment
Consumer
Price
Product
Promotion
Place/Distribution
Marketresearch
Organization Market
Mix marketing
- Organizationalvision&strategy
- Capabilities&resources
- Competitivelandscape
- Industry dynamic
The consumer behavior > Definition

3. Consumerbehavioristhe processthat a group ofindividualsfollowto choose,to buy
and to consume a good,a service,anidea oran experience,inorderto fulfilltheir
needand desire.
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The consumer behavior > Definition

4. Need
Feelingoflack withregard to overallsatisfaction
Desire
Motive forthe satisfactionoffundamental needs
Demand
Desire motivatedby purchasingpower
Maslow's Hierarchy of Needs
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The consumer behavior > Need

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Consumer:
§ Typesofdecisions
§ Decisionprocess
§ Roles
Individualfactors
(psychological)
Situation
factor
Sociocultural
factor
Marketing
factor
The consumer behavior > Model

6. Types of decisions
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Mundane purchase More complex purchase
Cognitive
Affective
Purchasesbased on
information(cars)
Current purchases
(food,household items)
Emotionalpurchase
(jewelry,fashion…)
Impulsive purchase
(light meals,‘snacks’)
The consumer behavior > Types of decisions

7. Problem presenting itself
Search for information
Evaluation ofthe alternatives
Decisions to purchase
Post-purchasebehavior
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The consumer behavior > Purchase decision making process

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The consumer behavior > Decision to purchase
Intention
Decision
Attitudesofothers
Situationalfactors

9. Demographicplatform
§ Ethnicorigin
Consumption platform
§ Harley-DavidsonOwnersGroup(HOG)
§ Fans ofStarTrek (Trekkies)
Tools:
https://geert-hofstede.com/usa.html
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Factors influencing consumer behavior >
Socioculturalfactors > Sub-culture

10. § Age
§ Life cycle stage
§ Occupation
§ Economicsituation
§ Personality andlife
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Factors influencing consumer behavior >
Individualand psychological > Individual
Mesuring the AIO dimensions
§ Activities(work,hobbies,shopping,sports…)
§ Interests(food,fashion,family…)
§ Opinions(ofone-self,socialissues,business,products…)
https://www.youtube.com/watch?v=yRqUTA6AegA

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Thank you
Richard Saad
rsaad@become-remarkable.com
514-690-7178