This document discusses consumer behavior and factors that influence it. It defines key terms like consumer, buyer, and customer. It describes the consumer decision making process which involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also outlines 4 types of consumer behaviors and discusses psychological, social, cultural, personal, economic, and environmental factors that influence consumer decisions.
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
Meaning of Consumer Behaviour, Features and Importance
• Types of Consumer (Institutional & Retail), Diversity of consumers and their behaviour- Types Of Consumer Behaviour
• Profiling the consumer and understanding their needs
• Consumer Involvement
• Application of Consumer Behaviour knowledge in Marketing
• Consumer Decision Making Process and Determinants of Buyer
• Behaviour, factors affecting each stage, and Need recognition.
Cultural, social, personal, and psychological factors influence consumer behavior. Cultural factors include culture, society, and subcultures. Social factors encompass reference groups, family, and social roles and status. Personal factors relate to aspects like age and lifestyle. Psychological factors concern consumer motivation, perception, learning, beliefs, and attitudes.
The document discusses key aspects of consumer behavior including the meaning of consumer behavior, types of consumers, factors that influence consumer behavior from various disciplines like psychology, sociology, economics, and applications of consumer behavior knowledge in marketing. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. It also outlines the consumer decision making process and different types of consumer buying behaviors.
This document discusses consumer behavior and the consumer buying process. It describes consumer behavior as studying how and why people make purchasing decisions. The consumer buying process has six stages: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. It also outlines four types of consumer buying behavior: routine response, limited decision making, extensive decision making, and impulse buying.
Presentation on consumer behaviour and marketing strategyKARISHMA KUMARI
It is based on the consumer behaviour and their process and the marketing strategy how it influence on different products or brands. I took the example of PUMA its marketing strategy how it works and how it is brought to the market.
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
This document discusses market segmentation and target marketing. It defines market segmentation as dividing a market into subgroups with distinct needs and characteristics that may require separate products or marketing mixes. The document outlines different levels of market segmentation from mass marketing to niche and individual marketing. It also discusses various bases for segmenting consumer markets, including geographic, demographic, psychographic, and behavioral factors. Finally, it covers strategies for evaluating and selecting target markets, such as undifferentiated, concentrated, and differentiated approaches.
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
Meaning of Consumer Behaviour, Features and Importance
• Types of Consumer (Institutional & Retail), Diversity of consumers and their behaviour- Types Of Consumer Behaviour
• Profiling the consumer and understanding their needs
• Consumer Involvement
• Application of Consumer Behaviour knowledge in Marketing
• Consumer Decision Making Process and Determinants of Buyer
• Behaviour, factors affecting each stage, and Need recognition.
Cultural, social, personal, and psychological factors influence consumer behavior. Cultural factors include culture, society, and subcultures. Social factors encompass reference groups, family, and social roles and status. Personal factors relate to aspects like age and lifestyle. Psychological factors concern consumer motivation, perception, learning, beliefs, and attitudes.
The document discusses key aspects of consumer behavior including the meaning of consumer behavior, types of consumers, factors that influence consumer behavior from various disciplines like psychology, sociology, economics, and applications of consumer behavior knowledge in marketing. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. It also outlines the consumer decision making process and different types of consumer buying behaviors.
This document discusses consumer behavior and the consumer buying process. It describes consumer behavior as studying how and why people make purchasing decisions. The consumer buying process has six stages: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. It also outlines four types of consumer buying behavior: routine response, limited decision making, extensive decision making, and impulse buying.
Presentation on consumer behaviour and marketing strategyKARISHMA KUMARI
It is based on the consumer behaviour and their process and the marketing strategy how it influence on different products or brands. I took the example of PUMA its marketing strategy how it works and how it is brought to the market.
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
This document discusses market segmentation and target marketing. It defines market segmentation as dividing a market into subgroups with distinct needs and characteristics that may require separate products or marketing mixes. The document outlines different levels of market segmentation from mass marketing to niche and individual marketing. It also discusses various bases for segmenting consumer markets, including geographic, demographic, psychographic, and behavioral factors. Finally, it covers strategies for evaluating and selecting target markets, such as undifferentiated, concentrated, and differentiated approaches.
Market segmentation involves dividing a target market into subgroups with distinct needs, characteristics, or behaviors. It allows companies to target specific marketing strategies at select customer groups. The key benefits are increased marketing effectiveness, greater customer satisfaction, and cost savings. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors. While segmentation provides focus, its limitations include increased costs when targeting multiple segments and potential issues from narrowly defining segments.
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
The document provides an overview of chapters in a book on consumer behavior, including introductions to consumer behavior, the consumer research process, market segmentation and targeting, consumer motivation, personality and consumer behavior, consumer perception, consumer learning, attitude formation and change, communication processes, factors influencing consumer behavior, opinion leadership, and the consumer decision-making process. It lists the chapter titles and page numbers for each of the 11 chapters covered in the book. The document serves as a table of contents that outlines the topics and structure of the consumer behavior book.
The document discusses the concept of creating, communicating, and delivering value to customers at a profit (CCDVTMP). It outlines four steps in the value providing process: value selection, value creation/delivery, value communication, and value enhancement. The goal is to provide benefits that exceed costs for customers in order to increase their satisfaction and build competitive advantage.
Levels of Consumer Decision making & A model of Consumer Decision making in C...AJIT GAUTAM
The document discusses consumer decision making, including three levels of involvement (routine response behavior, limited decision making, and extensive decision making), and presents a five-stage model of consumer decision making. The model includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Routine decisions involve little consideration, while extensive decisions involve high costs and extensive research between many alternatives.
The document outlines the key steps in market segmentation:
1. Identify the target market and ensure individuals have something in common. For example, separating men and women.
2. Identify the needs and expectations of the target audience by understanding what they want from products.
3. Create meaningful subgroups within the target market by considering factors like age, income level, or interests to better meet consumer needs. Review behaviors and adjust segmentation over time.
1. The document introduces marketing research and outlines its key concepts, functions, features, importance, scope and process.
2. Marketing research involves gathering and analyzing data to help companies make better decisions regarding products, pricing, distribution and promotion.
3. The marketing research process involves defining the problem, designing the research, collecting and analyzing data, and reporting findings to aid decision making. The goal is to provide accurate information to reduce risks and improve business performance.
Market segmentation involves dividing a broad target market into subsets of consumers who have common needs, interests, and priorities. It allows companies to design marketing strategies targeted to specific segments. There are several bases for market segmentation, including demographic segmentation based on variables like age, gender, income, geographic segmentation based on location, and psychographic segmentation based on lifestyle and personality traits. Behavioral segmentation divides the market according to customer behaviors related to benefits sought, brand loyalty, purchase volume, and other factors. Market segmentation improves marketing effectiveness and helps companies meet customer expectations.
Approach is the stage where the salesperson makes direct contact with the prospect. It involves gaining access to the prospect in order to present the product offer. There are several stages in the selling process according to the document:
1. Prospecting involves identifying and locating potential buyers.
2. Pre-approach is gathering information about the prospect to plan the best approach.
3. Approach is making direct face-to-face contact with the prospect.
4. Presentation and demonstration involves showing the prospect how the product meets their needs.
5. Handling objections deals with answering questions and concerns from the prospect.
6. Closing is asking for and obtaining an order from the prospect.
This document discusses the determinants of consumer behavior, including interpersonal and personal factors. Interpersonal factors that influence buyers are cultural influences like values and beliefs passed down through generations, social influences from social classes and opinion leaders, and family influences from household purchasing roles. Personal determinants that influence purchasing are internal factors like needs and motives according to Maslow's hierarchy, perceptions shaped by individual characteristics and marketing stimuli, attitudes with cognitive, affective, and behavioral components that marketers try to change, and learning from promotional strategies and experiences.
This document discusses the various factors that influence consumer behavior. It identifies cultural, social, personal, and psychological factors as key influencers. Cultural factors include buyer culture, subculture, and social class. Social factors are reference groups, family, and roles/status. Personal factors are lifestyle, economic situation, occupation, age, and personality. Psychological factors include perception, motivation, and beliefs/attitudes. Each of these factors shapes consumer selection, purchase, and consumption of goods and services.
Consumer behaviour notes full @ mab marketing Babasab Patil
The document discusses various topics related to consumer behaviour, including the positivist and interpretivist approaches to studying consumer behaviour, the difference between consumers, buyers and customers, factors that influence consumer behaviour, and approaches to market segmentation such as demographic, psychographic, and benefit segmentation. It also covers topics like developing new products, the total product concept, diffusion of innovations, and the product lifecycle.
This document summarizes several models of consumer behavior:
1) The economic model is based on substitution effect, price effect, and income effect and assumes consumers maximize utility. However, it ignores non-economic factors.
2) The family decision-making model examines the roles family members play in purchasing decisions.
3) The input-output model views marketing efforts and social environment as inputs, with the decision process and post-purchase behavior as outputs.
4) Psychological models examine how needs and motivation drive behavior, such as Maslow's hierarchy of needs theory.
Consumer Behaviour -Family, social class & life cyclerainbowlink
Family is defined as two or more related individuals living together. There are two types of households - family households consisting of related individuals, and institutional households like hostels. Families provide economic support, emotional support, social relationships, morals/values, and more. There are traditional family types like nuclear families and extended families, as well as new types like blended families and single parent families. A family's purchasing decisions are influenced by its stage in the family life cycle, which includes stages like newly married, parenthood, and post-parenthood. Roles in family decision making include influencers, deciders, buyers, and users. Decisions are made through processes like bargaining, authority, or reasoning.
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyNishant Agrawal
1. Conducting periodic customer satisfaction surveys to understand customer perceptions and gather feedback.
2. Monitoring customer loss or defection rates to identify potential issues.
3. Tracking the performance of competitors to benchmark satisfaction levels.
Consumer behavior is the study of how, why, when, and where people buy products. It examines individual and group decision-making processes. Consumer behavior is influenced by internal factors like needs, motives, attitudes as well as external factors like culture, social groups, and the environment. Studying consumer behavior helps businesses better understand customer satisfaction and make strategic decisions around pricing, marketing, and product development. There are different types of consumer behavior depending on factors like a person's involvement in purchase decisions and differences between product options.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals make decisions to spend resources on consumer goods and services. Consumer behavior is influenced by internal factors like personal characteristics, psychology, and external factors like culture and society. The document outlines the consumer decision making process and categories it includes routine, limited, and extensive decision making. It explores how motivation, beliefs, attitudes, perception, and learning impact consumer psychology. Social factors like reference groups, family, and status also influence behavior as do cultural influences like culture, subcultures, and social class. Understanding consumer behavior is important for industries like textiles to focus on what consumers buy, where they shop, how they learn about products, and socio
Market segmentation involves dividing a target market into subgroups with distinct needs, characteristics, or behaviors. It allows companies to target specific marketing strategies at select customer groups. The key benefits are increased marketing effectiveness, greater customer satisfaction, and cost savings. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors. While segmentation provides focus, its limitations include increased costs when targeting multiple segments and potential issues from narrowly defining segments.
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
The document provides an overview of chapters in a book on consumer behavior, including introductions to consumer behavior, the consumer research process, market segmentation and targeting, consumer motivation, personality and consumer behavior, consumer perception, consumer learning, attitude formation and change, communication processes, factors influencing consumer behavior, opinion leadership, and the consumer decision-making process. It lists the chapter titles and page numbers for each of the 11 chapters covered in the book. The document serves as a table of contents that outlines the topics and structure of the consumer behavior book.
The document discusses the concept of creating, communicating, and delivering value to customers at a profit (CCDVTMP). It outlines four steps in the value providing process: value selection, value creation/delivery, value communication, and value enhancement. The goal is to provide benefits that exceed costs for customers in order to increase their satisfaction and build competitive advantage.
Levels of Consumer Decision making & A model of Consumer Decision making in C...AJIT GAUTAM
The document discusses consumer decision making, including three levels of involvement (routine response behavior, limited decision making, and extensive decision making), and presents a five-stage model of consumer decision making. The model includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Routine decisions involve little consideration, while extensive decisions involve high costs and extensive research between many alternatives.
The document outlines the key steps in market segmentation:
1. Identify the target market and ensure individuals have something in common. For example, separating men and women.
2. Identify the needs and expectations of the target audience by understanding what they want from products.
3. Create meaningful subgroups within the target market by considering factors like age, income level, or interests to better meet consumer needs. Review behaviors and adjust segmentation over time.
1. The document introduces marketing research and outlines its key concepts, functions, features, importance, scope and process.
2. Marketing research involves gathering and analyzing data to help companies make better decisions regarding products, pricing, distribution and promotion.
3. The marketing research process involves defining the problem, designing the research, collecting and analyzing data, and reporting findings to aid decision making. The goal is to provide accurate information to reduce risks and improve business performance.
Market segmentation involves dividing a broad target market into subsets of consumers who have common needs, interests, and priorities. It allows companies to design marketing strategies targeted to specific segments. There are several bases for market segmentation, including demographic segmentation based on variables like age, gender, income, geographic segmentation based on location, and psychographic segmentation based on lifestyle and personality traits. Behavioral segmentation divides the market according to customer behaviors related to benefits sought, brand loyalty, purchase volume, and other factors. Market segmentation improves marketing effectiveness and helps companies meet customer expectations.
Approach is the stage where the salesperson makes direct contact with the prospect. It involves gaining access to the prospect in order to present the product offer. There are several stages in the selling process according to the document:
1. Prospecting involves identifying and locating potential buyers.
2. Pre-approach is gathering information about the prospect to plan the best approach.
3. Approach is making direct face-to-face contact with the prospect.
4. Presentation and demonstration involves showing the prospect how the product meets their needs.
5. Handling objections deals with answering questions and concerns from the prospect.
6. Closing is asking for and obtaining an order from the prospect.
This document discusses the determinants of consumer behavior, including interpersonal and personal factors. Interpersonal factors that influence buyers are cultural influences like values and beliefs passed down through generations, social influences from social classes and opinion leaders, and family influences from household purchasing roles. Personal determinants that influence purchasing are internal factors like needs and motives according to Maslow's hierarchy, perceptions shaped by individual characteristics and marketing stimuli, attitudes with cognitive, affective, and behavioral components that marketers try to change, and learning from promotional strategies and experiences.
This document discusses the various factors that influence consumer behavior. It identifies cultural, social, personal, and psychological factors as key influencers. Cultural factors include buyer culture, subculture, and social class. Social factors are reference groups, family, and roles/status. Personal factors are lifestyle, economic situation, occupation, age, and personality. Psychological factors include perception, motivation, and beliefs/attitudes. Each of these factors shapes consumer selection, purchase, and consumption of goods and services.
Consumer behaviour notes full @ mab marketing Babasab Patil
The document discusses various topics related to consumer behaviour, including the positivist and interpretivist approaches to studying consumer behaviour, the difference between consumers, buyers and customers, factors that influence consumer behaviour, and approaches to market segmentation such as demographic, psychographic, and benefit segmentation. It also covers topics like developing new products, the total product concept, diffusion of innovations, and the product lifecycle.
This document summarizes several models of consumer behavior:
1) The economic model is based on substitution effect, price effect, and income effect and assumes consumers maximize utility. However, it ignores non-economic factors.
2) The family decision-making model examines the roles family members play in purchasing decisions.
3) The input-output model views marketing efforts and social environment as inputs, with the decision process and post-purchase behavior as outputs.
4) Psychological models examine how needs and motivation drive behavior, such as Maslow's hierarchy of needs theory.
Consumer Behaviour -Family, social class & life cyclerainbowlink
Family is defined as two or more related individuals living together. There are two types of households - family households consisting of related individuals, and institutional households like hostels. Families provide economic support, emotional support, social relationships, morals/values, and more. There are traditional family types like nuclear families and extended families, as well as new types like blended families and single parent families. A family's purchasing decisions are influenced by its stage in the family life cycle, which includes stages like newly married, parenthood, and post-parenthood. Roles in family decision making include influencers, deciders, buyers, and users. Decisions are made through processes like bargaining, authority, or reasoning.
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyNishant Agrawal
1. Conducting periodic customer satisfaction surveys to understand customer perceptions and gather feedback.
2. Monitoring customer loss or defection rates to identify potential issues.
3. Tracking the performance of competitors to benchmark satisfaction levels.
Consumer behavior is the study of how, why, when, and where people buy products. It examines individual and group decision-making processes. Consumer behavior is influenced by internal factors like needs, motives, attitudes as well as external factors like culture, social groups, and the environment. Studying consumer behavior helps businesses better understand customer satisfaction and make strategic decisions around pricing, marketing, and product development. There are different types of consumer behavior depending on factors like a person's involvement in purchase decisions and differences between product options.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals make decisions to spend resources on consumer goods and services. Consumer behavior is influenced by internal factors like personal characteristics, psychology, and external factors like culture and society. The document outlines the consumer decision making process and categories it includes routine, limited, and extensive decision making. It explores how motivation, beliefs, attitudes, perception, and learning impact consumer psychology. Social factors like reference groups, family, and status also influence behavior as do cultural influences like culture, subcultures, and social class. Understanding consumer behavior is important for industries like textiles to focus on what consumers buy, where they shop, how they learn about products, and socio
This document discusses consumer behavior and related topics. It defines consumer behavior and outlines the consumer buying process. It also discusses the 4 main factors that influence consumer behavior: social factors, personal factors, psychological factors, and cultural factors. Additionally, it examines different types of buying behavior, service encounters, and the various buying roles that individuals can play.
Cultural, social, personal, and psychological factors influence consumer behavior. There are four types of buying behaviors - complex, dissonance-reducing, habitual, and variety-seeking. The buyer decision process involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase decision. Understanding consumer behavior helps marketers improve strategies by learning how consumers think and are influenced.
This document summarizes consumer behavior and the factors that influence it. It discusses that consumer behavior is the study of how individuals select, buy, use, and dispose of goods and services. It is influenced by cultural, social, personal, and psychological factors. The major theories of consumer behavior are economic, psychological, psychoanalytical, and sociocultural theories. The document also examines the consumer buying process and models used to understand it.
The document discusses consumer behaviour, which is defined as the study of how, why, when, and where people make purchasing decisions as individuals and in groups. It examines the factors that influence consumer decisions, such as psychological, social, cultural, and personal factors. The key aspects of consumer behaviour covered include the consumer decision-making process, motives for purchasing, and the importance of understanding consumer behaviour for business success.
Consumer behavior all material Prepared by karventhan karventhanps
The document outlines Mahatma Gandhi's philosophy on customer service. It states that a customer is the most important visitor and the purpose of a business. A business depends on customers, not the other way around, and customers should be served with respect rather than as a favor.
The document discusses the roles involved in buying decisions and the consumer buying process. It identifies five main roles: initiator, influencer, decider, buyer, and user. It then explains each role and outlines the three stages of the consumer buying process: input, process, and output. Finally, it provides a brief introduction to consumer behavior and defines it as how individuals make spending decisions to satisfy needs through searching for, using, evaluating, and disposing of products and services.
This document provides an overview of consumer behavior and the buying process. It discusses key topics like factors influencing consumer behavior such as cultural, social, personal and psychological factors. Some models of motivation and theories of consumer behavior are explained. The stages of the buying process are outlined including need recognition, information search, evaluation of alternatives and purchase decision. A case study on Domino's Pizza's marketing campaign to improve their pizza quality is also summarized.
The document discusses the concept of buyer behavior and the factors that influence it, including cultural factors like culture and subculture, social factors like reference groups and family, and personal factors like age, occupation, and lifestyle. It also examines psychological factors affecting buyer behavior such as perception, motivation, beliefs, and attitudes. Understanding these influences on buyer behavior is important for marketers to better target customers and develop effective marketing strategies.
1. Consumer buying behavior refers to the processes consumers use to choose, purchase, use, and dispose of products and services. It is influenced by cultural, social, personal and psychological factors.
2. The consumer decision making process involves problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. Consumers progress through these stages when making purchase decisions.
3. Cognitive dissonance occurs when a consumer experiences tension between their purchase decision and existing attitudes or beliefs. To reduce dissonance, consumers may change their beliefs or behaviors.
The document discusses consumer behavior and the consumer buying decision process. It defines consumer behavior and notes that it is the study of how individuals purchase and use products and services. It then discusses the nature of consumer behavior, highlighting that it is dynamic, varies between individuals, leads to purchase decisions, varies between products, and is complex. The document also outlines seven reasons for studying consumer behavior, including satisfying customer needs, understanding consumer psychology and motives, and aiding new product development. Next, it identifies factors that influence consumer buying decisions such as psychological, social, cultural, personal, and economic factors. Finally, it describes the five stages of the consumer buying decision process: need recognition, information search, evaluation of options, purchase decision, and
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Consumer behavior is the study of how individuals select, purchase, use, and dispose of products and services to satisfy their needs and desires. It is influenced by cultural, social, personal and psychological factors. Marketers must understand consumer behavior to develop effective marketing strategies by analyzing factors affecting behavior at each stage of obtaining, consuming, and disposing of products. Studying consumer behavior helps marketers create better products and services, set prices appropriately, promote offerings effectively, and make products widely available to maximize sales and profits.
The document discusses consumer behavior, defining it as the actions and decisions individuals make when selecting, purchasing, using, and disposing of goods and services. It explains that consumer behavior is influenced by personal, social, cultural, situational, psychological, and marketing factors. The document also outlines different types of consumer behavior including complex, dissonance-reducing, habitual, and variety-seeking behaviors. Understanding consumer behavior is critical for businesses to develop effective marketing strategies and meet customer needs.
The document discusses various topics related to consumer behavior, including key concepts like motivation, perception, and the consumer decision-making process. It describes factors that influence consumer behavior such as culture, social class, and the stages of adopting new products. Various consumer behavior theories are also summarized, including those proposed by Freud, Maslow and others relating to psychological motivations and needs.
Consumer Behaviour introduction and Determinantspriya Arora
This document discusses consumer behavior, including its definition, models, and factors that influence it. Consumer behavior is defined as how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. The document outlines an economic model of consumer behavior that is influenced by factors like income, savings, credit availability. It also discusses personal factors (age, occupation), psychological factors (motivation, perception, learning), and cultural/social factors (culture, subculture, social class, reference groups) that shape consumer decision-making. Studying consumer behavior is important for marketers to understand purchase influences and behaviors.
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”.
1. Consumer behavior involves a complex decision-making process where consumers search for information, evaluate alternatives, and decide on products or services to purchase. It is influenced by psychological, social, cultural and personal factors.
2. The consumer decision-making process typically involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Multiple parties like influencers, gatekeepers, initiators, and deciders may be involved in the purchase decision.
3. Market segmentation involves dividing the market into distinct groups based on variables like demographics, behaviors, or benefits sought. Marketers then target specific segments and position their products accordingly to appeal to those segments.
The document discusses consumer behavior and organizational buying. It defines consumer behavior as how individuals make decisions to spend resources on consumption items. Organizational buying refers to the decision-making process formal organizations use to identify, evaluate and select products and suppliers. The document outlines factors that influence consumer behavior such as social, cultural, personal, psychological factors and marketing factors. It also discusses the different types of buying decisions and roles involved in organizational purchases.
A product is defined as a collection of tangible and intangible attributes that provide satisfaction to users. Key product decisions include design, production, launch location, product mix, and specifications. Design decisions involve initial or changed designs. Production decisions cover manufacturing processes. Launch decisions consider local, international, multinational, or global markets. The product mix encompasses breadth, depth, consistency, and inconsistency of product lines. Additional decisions involve packaging, labeling, branding, and adapting to cultural requirements.
Ethics in marketing is important to build trust with stakeholders, create a positive brand image, and avoid legal issues. Unethical practices can damage a brand's reputation. There are many ethical issues to consider across the four P's of marketing: product quality and safety, deceptive pricing strategies, unfair distribution practices, and misleading advertising. Both businesses and government share responsibility for ethical marketing and protecting consumers. Upholding strong ethics in areas like marketing research is also crucial for serving customers responsibly.
Social marketing is the application of commercial marketing principles and techniques to promote socially beneficial behaviors. It aims to influence voluntary behavior change in target audiences to improve personal and public welfare. Formative research is conducted to understand the target audience and factors influencing their behaviors. A strategy is then developed and interventions are designed, implemented, and evaluated to promote acceptance and adoption of the socially beneficial behavior. Challenges to social marketing include a heterogeneous consumer base, expensive media costs, poor execution, and policy decisions that can limit product strategy flexibility. Social marketing in healthcare can influence consumer decision making through reinforcement of messages by trusted healthcare practitioners.
Wholesalers purchase goods in large quantities from manufacturers and sell them in smaller quantities to retailers. They act as intermediaries in the marketing channel. Key tasks of wholesalers include assembling, warehousing, transporting, taking orders, financing, bearing risk, and packing goods. There are different types of wholesalers such as merchant wholesalers, full service wholesalers, and brokers. Retailers are the last link in the distribution channel and sell products directly to consumers. Consumers consider factors like price, location, product variety, and customer service when deciding which retailer to purchase from. Common types of retailers include department stores, supermarkets, warehouse retailers, and specialty retailers.
The Environment Protection Act 1986 establishes a legal framework for environmental protection in Western Australia. It provides for the prevention, control and abatement of pollution and environmental harm through licensing of activities that may have detrimental effects. The Act and its regulations aim to protect the environment through setting standards and guidelines for air, water, noise and waste management.
Office automation systems use computers and software to digitally manage office tasks like document creation, data storage, and information sharing. They allow tasks to be automated and make work more efficient. Key applications of office automation include data processing, digital information management, and information exchange. It emphasizes replacing manual tasks with automated computer processes. Common functions integrated by office automation systems are electronic publishing, communication, collaboration, imaging, and office management. This helps optimize existing office procedures through sophisticated electronic equipment and networks.
Bio medical waste management and handling rules 1998ARUNAYESUDAS
Bio Medical Waste is any waste that is generated during diagnosis, treatment or immunization of human beings or animals or in research activities pertaining thereto or in the production or testing of biologicals. The Bio Medical Waste Management and Handling Rules 1998 were introduced by the Government of India under the Environment (Protection) Act, 1986, to ensure proper segregation, collection, storage, transportation, treatment and disposal of bio medical waste. These rules apply to all persons who generate, collect, receive, store, transport, treat, dispose or handle bio medical waste in any form.
The document discusses several topics related to medical records and rights. It begins by discussing the rights of unborn children to exist without discrimination based on gender. It notes that while women have reproductive rights, those rights transfer to the unborn child once conceived.
It then provides details on medical records, including their components, uses, labeling, numbering systems, and functions of the medical records department. It outlines the process for completing records, releasing information for legal cases, and preparing records for court.
Guidelines are provided on retention periods for different types of medical records. The roles and responsibilities of the medical records committee and officer are defined. Quality indicators for evaluating the medical records department are listed. Brief definitions of related topics like
The kerala shops and commercial establishments actARUNAYESUDAS
The Kerala Shops and Commercial Establishments Act of 1960 regulates working conditions in shops, commercial establishments, and other workplaces in Kerala. It sets rules for things like working hours, holidays, and welfare measures for employees. The Act aims to balance the interests of employees and employers in Kerala's commercial sectors.
Bio medical waste management and handling rules 1998ARUNAYESUDAS
The document provides guidelines for managing hospital waste according to the World Health Organization. It discusses proper handling, storage, treatment, transport, and disposal of hospital waste. It emphasizes the importance of staff training, proper personal protective equipment, immunization, and monitoring worker health and safety to prevent injury and exposure when handling hospital waste.
The document summarizes key provisions of the Factories Act, 1948 in India relating to labor welfare. It outlines facilities that must be provided in factories like washing facilities, clothing storage, seating, first aid, canteens, shelters, creches, and appointment of welfare officers. It also describes duties of the occupier to ensure worker health and safety, provide required facilities, disclose information, and appoint safety officers in certain factories. The duties of the factory manager are also summarized.
Medical termination of pregnancy act 1971ARUNAYESUDAS
The Medical Termination of Pregnancy Act of 1971 provides the legal framework for abortions in India by specifying the conditions under which pregnancies can be terminated, who is authorized to perform terminations, and where they can be performed. The Act aims to allow abortions by registered medical practitioners to be done safely and delegates authority over abortions to central and state governments. It specifies that pregnancies can be terminated if continuing the pregnancy risks the woman's life or health, if the fetus has physical or mental abnormalities, in cases of rape, or contraceptive failure in married women. Only registered medical practitioners with the required training and experience working in government-approved facilities can terminate pregnancies legally under the Act.
Clinical trials are research studies involving human subjects that systematically investigate the safety and efficacy of new drugs. They aim to answer scientific questions and translate basic research results into better ways to prevent, diagnose, or treat diseases by generating safety and efficacy data for health interventions. Clinical trials are a key part of drug development and medical research.
The Drugs & Cosmetics Act of 1940 established rules for licensing authorities, drug inspectors, and controlling authorities to regulate the import and sale of drugs and cosmetics in India. Key provisions include requirements for licensing authorities and inspectors to have qualifications in pharmacy or medicine. Inspectors are responsible for inspecting licensed establishments, ensuring license conditions are followed, investigating complaints, and maintaining records. The import of certain drug classes like misbranded, substandard, or spurious drugs is prohibited. Conditions for licensing the import of biological, narcotic, and Schedule X drugs as well as drugs for examination, personal use, and manufacturing are outlined. Cosmetics containing harmful ingredients or exceeding limits for heavy metals are also prohibited
The Payment of Bonus Act, 1965 was enacted to provide for the payment of an annual bonus to employees in certain establishments based on profits or productivity. Some key points of the act include:
- It applies to factories and establishments with 20 or more employees
- Eligible employees must have worked at least 30 days in a year to receive bonus
- Bonus is to be calculated based on a formula and must fall within a minimum and maximum percentage of salary
- The act aims to impose liability on employers to pay bonus and provide mechanisms for addressing disputes.
Dying declaration refers to a statement made by a person who believes they are dying about the cause of their impending death. It is considered reliable evidence in court under Indian law. A dying declaration must be recorded carefully, with questions and responses documented, in the presence of witnesses. It can be recorded by a magistrate, doctor, or other official if a magistrate is unavailable. The recorder must verify that the declarant is mentally sound and coherent. While a primary use is for murder cases, dying declarations must only describe the cause of the declarant's own death to be admissible in court.
The Minimum Wages Act was passed in 1948 and has the objective of providing a minimum wage to workers in scheduled employments to prevent exploitation. It aims to empower the government to set and revise minimum wages in a timely manner. The Act applies to most organized sector jobs and mandates that skilled and unskilled laborers must be paid no less than the set minimum wage, which is reviewed every 5 years. It outlines the process for fixing minimum wages, including constituting committees with equal employer and employee representation, and revising the wages.
There are three types of death defined in the document: somatic, molecular, and legal death. Legal death in India means the permanent disappearance of all signs of life after birth according to the Registration of Births and Deaths Act. The Transplantation of Human Organs Act further defines brain-stem death. A doctor is required to issue a death certificate listing the immediate cause of death and any significant contributing conditions based on their examination or information from relatives if no examination was possible. The certificate must be filed within 7 days without fee.
The document discusses the concept and practice of informed consent in clinical contexts. It covers informed consent from legal, ethical, and administrative perspectives. Legally, informed consent aims to protect patient autonomy and self-determination. Ethically, it seeks to make the medical decision-making process more patient-centered. Administratively, signed consent forms are used to document that a consent process occurred. The document also outlines common elements of informed consent discussions, including diagnosis, treatment options, risks/benefits, alternative treatments, and prognosis.
The document discusses the Industrial Disputes Act of 1947 in India. Some key points:
- The Act defines an industrial dispute as any dispute between employers and employees regarding employment, work conditions, or terms of employment.
- The objectives of the Act are to provide machinery for settling disputes peacefully and promote good relations between employers and employees.
- Industrial disputes can be settled through conciliation, arbitration, adjudication by labor courts, tribunals, or the National Tribunal. Conciliation involves a neutral party helping the disputing parties reach an agreement.
- If conciliation fails, the dispute may be referred to arbitration, where an arbitrator makes a binding decision. As a last resort, labor
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
1. CONSUMER BEHAVIOUR
The buyer: the person who will buy the product. Generally, this will be the
final consumer.
Consumer Behaviour
Consumer Behavior is the study of when, why, how and where people do or do not
buy a product. It basically depends on the psychology of the consumer. It attempts to understand
the buyer decision making process both individually & in groups.
It studies the individual consumers such as demographics & behavioural aspects to
understand the people’s wants.
In the study of Consumer Behaviour main focus is the customer satisfaction because
customer is the only person with whose presence businesses actually exists
Consumer: According to International Dictionary of Management “Consumer is a purchaser of
goods and services for immediate use or consumption”.
Buyer: He is the person who purchase goods either for resale or for use in production or for
use of somebody else.
Customer: He is the one who purchases goods for his own use or for the use of others or else
he is regular customer of a particular product and he is a regular customer of particular shop.
Institutional buyer: These are either govt. institutions or private organizations.
Characteristics of consumer behavior
It is a process where consumer decide what to buy, when to buy, how to buy, where to
buy & how much to buy.
It comprises of both mental and physical activities of consumer.
Consumer behaviour is very complex and dynamic which keeps on changing constantly.
2. Individual buying behaviour is affected by various internal factors like his needs, wants,
attitudes & motives and also by external factors like social groups, culture , status,
environmental factors etc.
Consumer behaviour starts before buying and even after buying.
Importance/Need of study of consumer behaviour
To make better strategies for increasing profits.
To take into consideration customer’s health, hygiene & fitness.
To know the buying decisions and how consumer make consumption.
Consistent change in Consumer’s tastes or preferences.
Consumer behavior study is necessary to make pricing policies.
To avoid future market failures.
TYPES OF CONSUMERS BEHAVIOUR
There are 4 types of buying behahiour :
1. Complex Buying Behaviour-
Customers seek 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.
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
3. - See large difference among brands
- Example: Consumers change preference for certain body soap for variations although satisfied
with the current brand.
Buying Motives
According to D.J. Ducan, “Buying Motives are those influences or considerations which provide
the impulse to buy, induce action or determine choice in the purchase of goods and services”.
Types of Buying Motives
A. Product & Patronage Motives
1. Product Motives
Primary
Secondary
2. Patronage Motives
Price
Quality
Location
Services
Variety
Personality of the owner
B. Emotional & Rational Motives
1. Emotional Motives
Love of others
Social acceptance motive
Vanity Motive
Recreational motive
Emulate motive
Comfort & convenience motive
2. Rational Motives
Monetary gain
Efficiency in operation
Dependability
C. Inherent & Learned motives
1. Inherent motives are those which come from physiological & basic needs such as hunger,
thirst, sleep etc. If these motives are not satisfied then consumer feels dissatisfied and feels
mental tension.
2. Learned motives are those which are learned or acquired by a person from environment and
education like social status, acceptance, fear, security etc.
D. Physiological & Social buying Motives
1. Physiological motives are those which are driven by learning, perception or attitude.
2. Social buying motives are those which are influenced by the society in which the consumers
live.
4. 1. Need recognition
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.
2. Information search
• Customers search information about various alternatives available to satisfy their wants.
• These can be obtain through various sources :
a) Personal sources: Family members, friends, neighbours
b) Commercial sources : advertising, dealers, salesperson, displays
c) Public sources – Mass media, customer – rating organization
d) Experiential sources – from own or others experiences of using the product
3. Evaluation of alternatives
At this point, customer is ready to make decision.
Customer uses info about the product, evaluate and compares the alternatives.
5. 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
4. Purchase decision
• 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
5. Post-purchase behavior
• Consumer assess on the product after the purchase to determine whether he / she is
satisfied with the product or not.
FACTORS INFLUENCING PATIENT BEHAVIOR
WHO IS A CONSUMER?
A person or a group of people or an organization that is specifically targeted to sell a product or
a service of a company.
Someone or a group or an organization that pays a price to use the goods and services of an
organization.
A person or a group or an organization who is the final user of the goods and the services
produced by a company.
WHATIS PATIENTBEHAVIOR
Patient behavior is the study of when, why, how and where, patient do or do not choose
a hospital services.
Its basically depends up on the psychology of a patients or their family or related
groups.
Patient behavior is mainly focus on patient satisfaction because patient is only the
person with whose presence hospitals actually exist.
It is a attempt to understand the decision making process of patient and their related
groups.
Consumer behavior examines how emotions, attitudes and preferences affect buying
behavior.
Characteristics of individual consumers such as demographics, personality, lifestyle and
behavioral variables, in an attempt to understand people’s wants and consumption are all
investigated in consumer behavior.
6. The study of consumer behavior also investigates the influences, on the consumer, from
groups such as family, friends, sports, reference groups, and society in general.
It is true, that health services consumers differ from consumers of other types of goods
and services, because of certain particularities arising from the specific character of the
market, of the supplier – consumer relations, of the manner how the health system is
organized.
Unlike other fields, in which the number of consumers is usually limited, in the field of
health services, in theory, anybody can become a consumer at a particular moment, and
consequently the potential market is very large.
FACTORS INFLUENCING PATIENT BEHAVIOR
1. Psychological factors
2. Social factors
3. Cultural factors
4. Personal factors
5. Economic factors
6. Environmental factors
7. CULTURAL FACTORS
Its believed that an individual learns set of value ,perception, behaviors and
preference at very early stage of his childhood.
Culture; the set of basic value, perception, wants and behaviors learned by a
member of society from family or important institution.
Cultural factors are coming from the different components related to culture or
cultural environment from which the consumer belongs.
Culture and societal environment:
Culture is crucial when it comes to understanding the needs and behaviors of
an individual.
Throughout his existence, an individual will be influenced by his family, his
friends, his cultural environment or society that will “teach” him values,
preferences as well as common behaviors to their own culture.
For a brand, it is important to understand and take into account the cultural
factors inherent to each market or to each situation in order to adapt its
product and its marketing strategy. As these will play a role in the perception,
habits, behavior or expectations of consumers.
Sub-cultures :
A society is composed of several sub-cultures in which people can identify.
Subcultures are groups of people who share the same values based on a
common experience or a similar lifestyle in general.
Subcultures are the nationalities, religions, ethnic groups, age groups, gender
of the individual, etc..
The subcultures are often considered by the brands for the segmentation of a
market in order to adapt a product or a communication strategy to the values
or the specific needs of this segment.
Social classes:
Social classes are defined as groups more or less homogenous and ranked
against each other according to a form of social hierarchy. Even if it’s very
large groups, we usually find similar values, lifestyles, interests and
behaviors in individuals belonging to the same social class.
We often assume three general categories among social classes : lower class,
middle class and upper class.
People from different social classes tend to have different desires and
consumption patterns. Disparities resulting from the difference in their
purchasing power, but not only. According to some researchers, behavior and
buying habits would also be a way of identification and belonging to its
social class.
SOCIAL FACTORS
The human being live in a complex social environment where in they are surrounded by several
people who have different buying behavior. Hence the social factors influences the individual
behavior in a great extent. Some of the factors are:
8. Family
Reference group
Roles and statuses
Social net working
Social factors are among the factors influencing consumer behavior significantly. They fall into
three categories: reference groups, family and social roles and status.
Reference groups and membership groups :
The membership groups of an individual are social groups to which he belongs
and which will influence him. The membership groups are usually related to its
social origin, age, place of residence, work, hobbies, leisure, etc..
The influence level may vary depending on individuals and groups. But is
generally observed common consumption trends among the members of a same
group.
The understanding of the specific features (mindset, values, lifestyle, etc..) of
each group allows brands to better target their advertising message.
More generally, reference groups are defined as those that provide to the
individual some points of comparison more or less direct about his behavior,
lifestyle, desires or consumer habits. They influence the image that the individual
has of himself as well as his behavior. Whether it is a membership group or a
non-membership group.
Because the individual can also be influenced by a group to which he doesn’t
belong yet but wishes to be part of. This is called an aspirational group. This
group will have a direct influence on the consumer who, wishing to belong to this
group and look like its members, will try to buy the same products.
Family:
The family is maybe the most influencing factor for an individual. It forms an
environment of socialization in which an individual will evolve, shape his
personality, acquire values. But also develop attitudes and opinions on various
subjects such as politics, society, social relations or himself and his desires.
But also on his consumer habits, his perception of brands and the products he
buys.
We all kept, for many of us and for some products and brands, the same buying
habits and consumption patterns that the ones we had known in our family.
Social roles and status:
The position of an individual within his family, his work, his country club, his
group of friends, etc.. – All this can be defined in terms of role and social status.
A social role is a set of attitudes and activities that an individual is supposed to
have and do according to his profession and his position at work, his position in
the family, his gender, etc.. – and expectations of the people around him.
Social status meanwhile reflects the rank and the importance of this role in
society or in social groups. Some are more valued than others.
The social role and status profoundly influences the consumer behavior and his
purchasing decisions. Especially for all the “visible” products from other people.
9. PERSONAL FACTORS
There are several factors personal to the individuals influence their buying decision .Some of
them are:
Age
Income
Occupation
Life style
Personality
Stages in life cycle
Decisions and buying behavior are obviously also influenced by the characteristics of each
consumer.
Age and way of life:
A consumer does not buy the same products or services at 20 or 70 years. His
lifestyle, values, environment, activities, hobbies and consumer habits evolve
throughout his life.
For example, during his life, a consumer could change his diet from unhealthy
products (fast food, ready meals, etc..) to a healthier diet, during mid-life with
family before needing to follow a little later a low cholesterol diet to avoid health
problems.
The factors influencing the buying decision process may also change. For
example, the “social value” of a brand generally play a more important role in the
decision for a consumer at 25 than at 65 years.
Purchasing power and revenue:
The purchasing power of an individual will have, of course, a decisive influence
on his behavior and purchasing decisions based on his income and his capital.
This obviously affects what he can afford, his perspective on money and the level
of importance of price in his purchasing decisions. But it also plays a role in the
kind of retailers where he goes or the kind of brands he buys.
As for social status, some consumers may also look for the “social value” of
products they buy in order to show “external indications” of their incomes and
their level of purchasing power..
Lifestyle:
The lifestyle of an individual includes all of its activities, interests, values and
opinions.
The lifestyle of a consumer will influence on his behavior and purchasing
decisions.
For example, a consumer with a healthy and balanced lifestyle will prefer to eat organic
products and go to specific grocery stores, will do some jogging regularly (and therefore will buy
shoes, clothes and specific products), etc..
Personality and self-concept:
Personality is the set of traits and specific characteristics of each individual. It is
the product of the interaction of psychological and physiological characteristics
of the individual and results in constant behaviors.
10. It materializes into some traits such as confidence, sociability, autonomy,
charisma, ambition, openness to others, shyness, curiosity, adaptability, etc..
While the self-concept is the image that the individual has – or would like to
have – of him and he conveys to his entourage.
These two concepts greatly influence the individual in his choices and his way of
being in everyday life. And therefore also his shopping behavior and purchasing
habits as consumer.
In order to attract more customers, many brands are trying to develop an image
and a personality that conveys the traits and values - real or desired – of
consumers they are targeting.
PSYCOLOGICAL FACTORS
The human psychology plays an crucial role in designing the consumer’s preference and likes or
dislike for a particular product and service .some of the important psychological factors are;
Motivation
Perception
Learning
Attitudes and beliefs
Motivation:
Motivation is what will drive consumers to develop a purchasing behavior. It is
the expression of a need is which became pressing enough to lead the consumer
to want to satisfy it.
It is usually working at a subconscious level and is often difficult to measure.
Motivation is directly related to the need and is expressed in the same type of
classification as defined in the stages of the consumer buying decision process.
To increase sales and encourage consumers to purchase, brands should try to
create, make conscious or reinforce a need in the consumer’s mind so that he
develops a purchase motivation. He will be much more interested in considering
and buy their products.
They must also, according to research, the type of product they sell and the
consumers they target, pick out the motivation and the need to which their
product respond in order to make them appear as the solution to the consumers’
need.
Perception:
Perception is the process through which an individual selects, organizes and
interprets the information he receives in order to do something that makes sense.
The perception of a situation at a given time may decide if and how the person
will act.
Depending to his experiences, beliefs and personal characteristics, an individual
will have a different perception from another.
Each person faces every day tens of thousands of sensory stimuli (visual,
auditory, kinesthetic, olfactory and gustatory). It would be impossible for the
brain to process all consciously. That is why it focuses only on some of them.
11. Learning:
Learning is through action. When we act, we learn. It implies a change in the
behavior resulting from the experience.
The learning changes the behavior of an individual as he acquires information and
experience.
For example, if you are sick after drinking milk, you had a negative
experience, you associate the milk with this state of discomfort and you “learn”
that you should not drink milk. Therefore, you don’t buy milk anymore.
Rather, if you had a good experience with the product, you will have much more
desire to buy it again next time.
Beliefs and attitudes:
A belief is a conviction that an individual has on something. Through the
experience he acquires, his learning and his external influences (family, friends,
etc..), he will develop beliefs that will influence his buying behavior.
While an attitude can be defined as a feeling, an assessment of an object or idea
and the predisposition to act in a certain way toward that object. Attitudes allow
the individual to develop a coherent behavior against a class of similar objects or
ideas.
Beliefs as well as attitudes are generally well-anchored in the individual’s mind
and are difficult to change.
For many people, their beliefs and attitudes are part of their personality and of
who they are.
ECONOMIC FACTORS
Economic factors also have a significant influence on the buying decision of an individual
Personal income
Family income
Income expectations
Savings
Liquidity position
Consumer credit
ENVIRONMENTAL FACTORS
political situations
Legal force
Technical advancement
Ethical consideration
CONCLUSION
Health strategies cannot be achieved without a deep knowledge of consumer behavior
towards health services and factors of its influence.
12. Some of these factors related to policy applied by health legislation, which limits consumer
access to certain services and on the other hand, there are a number of cultural factors, social,
personal and psychological factors that determine health care consumerbehavior.
Consumer behavior is the result of various stakeholders, such as doctors recommending or
prescribing consumption or use of services, opinion leaders, people who by their social
position, and influence the behavior of consumers, family members or groups who individual
belongs.
HEALTH CARE NEED
A need related to the health education treatment, control or prevention of a disease,
illness, injury or disability and the care and aftercare of a person with these needs.
Health care needs are those that can benefit from health care.
A gap in a person’s health state, which would benefit from an appropriate and effective
care intervention.
Need in healthcare is commonly defined as the capacity to benefit.
If health needs are to be identified then an effective intervention should be available to
meet these needs and improve health.
TWO DIFFERENT APPROACHES OF HEALTH CARE NEEDS
Some disturbance in health and well being; need is defined therefore in terms of
phenomena that require medical care services- Donabedian.
This is a humanitarian view which implies that when there is human suffering we must
do something about it.
Need should be recognized only when it can be met with some medical intervention
that has positive utility and that actually alters the prognosis of the disease in some
favorable way at reasonable cost- Matthew.
Reasonable approach.
On the basis of the needs, healthcare-consumers can be divided into four categories:
Consists of person who face severe health problems that require specialized staff
and equipment.
Consists of person who go to doctors’ offices for treatment voluntarily.
Consists of person who need optional services.
Consists of person who do not turn to medical services, who, most of the times,
treat themselves on their own.