Consumer behaviour
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1. Consumer behavior involves the processes individuals and groups go through to select, purchase, and use goods and services. 2. The consumer decision process includes problem recognition, information search, alternative evaluation, product choice, and post-purchase evaluation. 3. Consumer behavior is influenced by internal factors like perception, motivation, attitudes, and lifestyle as well as situational factors such as physical environment, time, and social influences including culture, social class, and reference groups.
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Chapter6
This document outlines consumer behavior and the consumer decision-making process. It discusses what influences consumer behavior, including cultural, social, and personal factors. Cultural influences include culture, subculture, and social class. Social influences include reference groups, family, and social roles. Personal factors impacting consumer behavior are age, life stage, occupation, economic situation, lifestyle, personality, and self-concept. The five stages of the consumer decision-making process are problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Cultural, social, and personal factors influence each stage of the process.
COSUMER BEHAVIOUR
Consumer behavior is influenced by reference groups, social class, culture, and subcultures. [REFERENCE GROUPS] such as friends, celebrities, coworkers can influence purchasing decisions. [SOCIAL CLASS] is a hierarchy that impacts status and consumption patterns. [CULTURE] is learned and influences symbols, rituals, and sharing beliefs. [SUBCULTURES] like age, religion, region also shape behavior. Cross-cultural analysis examines psychological and social similarities and differences between nations to effectively target foreign consumers.
How do consumer characterstics influence buying behaviour
Consumer behavior is influenced by cultural, social, and personal factors. It is the study of how individuals and groups select, purchase, use, and dispose of goods and services. Cultural influences include values that are different across cultures like comfort, freedom, and respect. Social factors include reference groups that directly or indirectly influence consumers, such as family, friends, and coworkers. Personal factors comprise demographic characteristics like age and life stage, as well as psychological characteristics such as personality and self-concept, that impact consumer choices.
Social class and consumer behavior
Social class is an important factor in consumer behavior and market segmentation. There are several methods to measure social class, including subjective, reputational, and objective measures. Social class can be divided into categories like upper, middle, working, and lower class. Differences in social class are reflected in consumer attitudes, activities, and spending habits. Marketers use social class segmentation to identify and profile target consumer groups.
Mm
This document discusses the key factors that influence consumer behavior. There are four main types of influencing factors: cultural, social, personal, and psychological. Cultural factors include culture/society, sub-cultures, social classes, and cultural trends. Social factors are reference groups, family, and social roles/status. Personal factors comprise age/life stage, income, lifestyle, and personality. Psychological factors involve motivation, perception, learning, and beliefs/attitudes. Consumer behavior is defined as how individuals select, purchase, use, and dispose of goods/services.
Consumer Behaviour
This presentation includes notes collected from various sources from internet during my study journey with regard to the topic Consumer Behaviour
Consumer motivation
Motivation is driven by needs and desires that cause people to act. Maslow's hierarchy of needs proposes that more basic needs like physiological and safety must be met before higher-level needs can be a motivation. A 1992 Georgia tax amnesty campaign was successful because its ads appealed to tax offenders' basic needs for security, social values of citizenship, and goal of avoiding penalties by informing them they could pay overdue taxes without penalty during the amnesty period.
Consumer motivation
The document discusses consumer motivation and the motivational process. It defines motivation as the driving force that impels individuals to action. The motivational process involves needs, both innate and acquired, that give rise to motives. These motives then lead to the selection of goals, both positive and negative. Needs are never fully satisfied and new needs emerge as old needs are met. Motivation is influenced by success, failure, and defense mechanisms. Motives can be aroused physiologically, emotionally, and cognitively. The document also discusses measuring motivation through qualitative research methods.
Recommended
Chapter6
This document outlines consumer behavior and the consumer decision-making process. It discusses what influences consumer behavior, including cultural, social, and personal factors. Cultural influences include culture, subculture, and social class. Social influences include reference groups, family, and social roles. Personal factors impacting consumer behavior are age, life stage, occupation, economic situation, lifestyle, personality, and self-concept. The five stages of the consumer decision-making process are problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Cultural, social, and personal factors influence each stage of the process.
COSUMER BEHAVIOUR
Consumer behavior is influenced by reference groups, social class, culture, and subcultures. [REFERENCE GROUPS] such as friends, celebrities, coworkers can influence purchasing decisions. [SOCIAL CLASS] is a hierarchy that impacts status and consumption patterns. [CULTURE] is learned and influences symbols, rituals, and sharing beliefs. [SUBCULTURES] like age, religion, region also shape behavior. Cross-cultural analysis examines psychological and social similarities and differences between nations to effectively target foreign consumers.
How do consumer characterstics influence buying behaviour
Consumer behavior is influenced by cultural, social, and personal factors. It is the study of how individuals and groups select, purchase, use, and dispose of goods and services. Cultural influences include values that are different across cultures like comfort, freedom, and respect. Social factors include reference groups that directly or indirectly influence consumers, such as family, friends, and coworkers. Personal factors comprise demographic characteristics like age and life stage, as well as psychological characteristics such as personality and self-concept, that impact consumer choices.
Social class and consumer behavior
Social class is an important factor in consumer behavior and market segmentation. There are several methods to measure social class, including subjective, reputational, and objective measures. Social class can be divided into categories like upper, middle, working, and lower class. Differences in social class are reflected in consumer attitudes, activities, and spending habits. Marketers use social class segmentation to identify and profile target consumer groups.
Mm
This document discusses the key factors that influence consumer behavior. There are four main types of influencing factors: cultural, social, personal, and psychological. Cultural factors include culture/society, sub-cultures, social classes, and cultural trends. Social factors are reference groups, family, and social roles/status. Personal factors comprise age/life stage, income, lifestyle, and personality. Psychological factors involve motivation, perception, learning, and beliefs/attitudes. Consumer behavior is defined as how individuals select, purchase, use, and dispose of goods/services.
Consumer Behaviour
This presentation includes notes collected from various sources from internet during my study journey with regard to the topic Consumer Behaviour
Consumer motivation
Motivation is driven by needs and desires that cause people to act. Maslow's hierarchy of needs proposes that more basic needs like physiological and safety must be met before higher-level needs can be a motivation. A 1992 Georgia tax amnesty campaign was successful because its ads appealed to tax offenders' basic needs for security, social values of citizenship, and goal of avoiding penalties by informing them they could pay overdue taxes without penalty during the amnesty period.
Consumer motivation
The document discusses consumer motivation and the motivational process. It defines motivation as the driving force that impels individuals to action. The motivational process involves needs, both innate and acquired, that give rise to motives. These motives then lead to the selection of goals, both positive and negative. Needs are never fully satisfied and new needs emerge as old needs are met. Motivation is influenced by success, failure, and defense mechanisms. Motives can be aroused physiologically, emotionally, and cognitively. The document also discusses measuring motivation through qualitative research methods.
Self Identification and Culture
This document discusses self-identification and culture. It begins by examining Saint Leo University's core value of personal development and how having a sense of self and cultural understanding enhances character. It then explores how culture is deeply ingrained in individuals, shaped by various traits. The document also discusses how the author's small, homogeneous community impacted their interest in other cultures. Later sections provide suggestions for incorporating multicultural education into classrooms, from having students learn about their own culture first before exploring others, to celebrating diversity and different perspectives. The document advocates creating an environment of cultural tolerance and understanding to pave the way for a more accepting society.
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The document discusses psychological and personal influences on consumer behavior. It outlines that psychological influences include motivation, perception, learning, and beliefs/attitudes. Motivation research probes hidden consumer motivations. Perception involves how people select, organize, and interpret information. Learning occurs through drives, stimuli, cues, responses, and reinforcement. Beliefs are descriptive thoughts based on knowledge, opinions, or faith, while attitudes are evaluations, feelings, and tendencies. Personal influences consist of occupation, age/life cycle stage, income, and lifestyle. Occupation directly impacts product choices. Buying patterns change through the life cycle and with income and lifestyle also shape consumer behavior.
Consumer behavior
Consumer behavior is defined as how individuals and groups select, buy, use, and dispose of products and services to satisfy their needs and wants. Consumer behavior is influenced by cultural factors like subculture and social class, social factors such as reference groups and family, and personal factors including age, occupation, and lifestyle. Psychological factors that impact consumer behavior are motivation, perception, learning, beliefs, and attitudes.
Coaching diverse athletes
This document discusses differences in physical, intellectual, emotional, and social maturity between adolescents aged 11-21. It recommends that coaches match players based on physical maturity to reduce injury risk, help physically immature players understand their late development is normal, and give them opportunities to learn from more mature players. Coaches should encourage progress over outcomes, help players find roles suited to their abilities, and never allow teasing over immaturity. The document also discusses cultural differences and recommends coaches respect all cultural heritages, guard against low expectations, and ensure fair and inclusive treatment of all players.
consumer buying behaviour in PAKISTAN
this a presentation of consumer buying behavior when they buy dresses and a research result is also in the slides with video proofs.
you can visit my blog for other detailed articles, yousafsquill.blogpost.com
Coaching diverse athletes
The document discusses differences in physical, intellectual, and social maturation among adolescents aged 11-21 years. It describes the typical growth patterns in early, middle, and late adolescence. It provides recommendations for coaches to help mitigate issues arising from maturational differences such as matching players based on physical maturity. The document also discusses cultural, gender, sexual, and ability-related differences and provides coaching recommendations to promote inclusion and prevent discrimination or harassment. Overall, the document aims to help coaches understand key individual differences and coach athletes respectfully and equitably.
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This document discusses how cultural values shape consumer behavior and how marketers can respond. It begins by explaining that cultural values are widely held beliefs that influence consumption patterns. When cultural values shift over time, consumer behavior also changes. Therefore, understanding evolving values is key to predicting future consumer trends. The document then outlines different types of cultural values (self-oriented, environment-oriented, and other-oriented) and provides examples of how American values have changed in these areas. It concludes by recommending several marketing strategies like green marketing and cause-related marketing that can appeal to modern cultural values oriented around environmental and social issues.
Advt theories
Maslow's hierarchy of needs proposes that people are motivated to fulfill basic needs like physical survival and safety before moving on to more advanced needs for love, esteem, and self-actualization. Advertising often targets different levels of needs - for example, food ads appeal to physical needs while car ads promote esteem. The stimulus-response theory of sales posits that salespeople can influence customer behavior through incentives, preferential treatment, and persuasive skills to get a response, though this approach risks leaving customers feeling manipulated. Both theories view human motivation as progressing from lower physical needs to higher psychological needs.
Environment and cb
The document discusses various situational and psychological factors that influence consumer behavior and the consumer decision-making process. It covers key concepts like situational influences, cultural and social factors, the buying decision process, information sources, and psychological influences on purchasing like motivation, perception, learning, personality and attitudes. It also discusses Belk's situational elements model and how physical surroundings and crowding can impact consumers.
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This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers Freudian theory which views personality as consisting of the id, ego, and super-ego. Trait theory measures specific psychological traits. Self-concept includes the actual self and ideal self. People seek products that reinforce their self-image or help achieve their ideal self. Lifestyle reflects one's self-concept and influences buying habits.
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Individualistic cultures are those that stress the needs of the individual over the needs of the group as a whole. In this type of culture, people are seen as independent and autonomous.
Social behavior tends to be dictated by the attitudes and preferences of individuals. Cultures in North America and Western Europe tend to be individualistic.
A few common characteristics of individualistic cultures include:
Individual rights take center stage
Independence is highly valued
Being dependent upon others is often considered shameful or embarrassing
People tend to be self-reliant
In individualistic cultures, people are considered "good" if they are
strong,
self-reliant,
assertive, and
independent.
Marketing
This document discusses the consumer lifecycle and consumer behavior. It covers the stages in a consumer's life from young to middle aged to older. It examines how their needs, wants and purchasing behaviors change throughout these stages based on factors like marital status, presence of children, income level and retirement. Market segmentation is discussed as defining consumer groups based on these lifecycle factors. The document concludes with examples of targeting and positioning strategies for different consumer segments.
Motivation in Consumer Behaviour
Motivation is the driving force that compels individuals to take action. There are different types of motivation, including positive motivation, negative motivation, extrinsic motivation, and intrinsic motivation. The motivation process involves previous learning, unfulfilled needs and wants that create tension and drive behavior, cognitive processes that lead to goals to reduce the tension, and fulfilling those goals or needs. Self-motivation also plays a role in the motivation process.
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This document discusses consumer behavior and the consumer buying decision process. It outlines that consumer behavior is influenced by cultural, social, and personal factors. The buying decision process involves 5 stages - problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. Cultural, social, and personal factors influence each step of the buying process. The stages are initiated by the consumer recognizing a problem and culminate in the consumer evaluating alternatives and making a purchase decision.
Consumer Motivation
The document discusses motivation in consumer behavior. It provides learning outcomes on understanding motivation concepts like needs versus wants and positive versus negative motivation. It also summarizes several theories of motivation, including Maslow's hierarchy of needs, Alderfer's ERG theory, and Freud's psychoanalytic theory. The key points are that motivation seeks to explain consumer behavior, and there are different motivation theories like Maslow, Freud, and others.
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This document outlines the key concepts and theories related to personality and consumer behavior. It discusses how personality reflects individual differences and influences consumer attitudes and choices. Several theories of personality are examined, including Freudian, Neo-Freudian, and Trait theories. Specific traits like innovativeness, materialism, and need for cognition are also covered. The document explores how personality relates to understanding consumer behaviors and concepts like brand personality, consumer ethnocentrism, and compulsive consumption.
Consumer behaviour external factors
Here is a possible presentation on the topic you provided:
Title: The influence of reference groups and opinion leaders on social media platforms
Introduction:
- Social media platforms have become an integral part of people's lives, especially among younger generations
- These platforms enable people to connect with friends, family and like-minded individuals online
- Communities form around shared interests, locations, activities etc on different social media
Body:
- Instagram is heavily influenced by fashion/lifestyle reference groups and opinion leaders
- "Influencers" with thousands of followers shape trends and buying decisions in their niche
- People aspire to the lifestyles portrayed and seek recommendations from influencers they follow
- Brands partner with
Maslow’s hierarchy of needs
a PowerPoint discussing Maslow's hierarchy of needs and explaining them to a certain depth - unfinished
[Behav. sci] conflict resolution by SIMS Lahore
Conflicts arise when there is poor communication, dissatisfaction with leadership or management style, or a lack of openness. Conflicts can divert attention from main activities, undermine morale, polarize groups, reduce cooperation, and sharpen differences. However, conflicts can also be productive when issues and problems are clarified to build cooperation through learning more about each other. Common causes of conflict in health settings include unmet needs or wants, tested values, questioned perceptions, assumptions, minimal knowledge, too high expectations, and personality or social class differences. Methods of conflict resolution include meeting conflicts head on, setting win-win goals, allowing free communication, being honest about concerns early, agreeing to disagree, aiming for group satisfaction, and openly discussing differences
1588517171-chapter-5-marketing.pdf
This document outlines consumer buyer behavior and the consumer decision-making process. It discusses factors that influence consumer behavior like culture, subcultures, social classes, groups and networks, and personal factors. It also examines psychological factors of motivation, perception, learning, beliefs, attitudes, and the consumer decision process of need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Finally, it briefly introduces business buyer behavior and the business decision process.
Reigelsperger_Point of View Slideshare.pptx
This document summarizes the consumer decision-making process and key factors that influence it. It outlines the 5 stages of the consumer decision process: need recognition, information search, alternative evaluation, purchase and consumption, and post-purchase evaluation. It then describes 4 main factors that shape consumer decisions: psychological factors like motives and attitudes, social factors such as family influence, and situational and marketing mix factors. Finally, it provides more details on specific psychological and social influences.
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Self Identification and Culture
This document discusses self-identification and culture. It begins by examining Saint Leo University's core value of personal development and how having a sense of self and cultural understanding enhances character. It then explores how culture is deeply ingrained in individuals, shaped by various traits. The document also discusses how the author's small, homogeneous community impacted their interest in other cultures. Later sections provide suggestions for incorporating multicultural education into classrooms, from having students learn about their own culture first before exploring others, to celebrating diversity and different perspectives. The document advocates creating an environment of cultural tolerance and understanding to pave the way for a more accepting society.
Unit 2 motivation, personality, consumer's perception, learning & attitud...
Motivation: Nature and Types of Motives, Process of motivation, types of Needs. Personality: Theories, Product Personality, Self Concepts. Consumer Perception: Concept and Elements of Perception, Consumer Imagery, Perceived Risk. Consumer Learning:Behavioural and Cognitive Learning Theories. Consumer Attitude: Functions of Attitude and Sources of Attitude Development, Attitude formation Theories (Tricomponent, Multi attribute and Cognitive Dissonance), Attitude Change Strategies.
Psychological and Personal Influences on Consumer Behavior
The document discusses psychological and personal influences on consumer behavior. It outlines that psychological influences include motivation, perception, learning, and beliefs/attitudes. Motivation research probes hidden consumer motivations. Perception involves how people select, organize, and interpret information. Learning occurs through drives, stimuli, cues, responses, and reinforcement. Beliefs are descriptive thoughts based on knowledge, opinions, or faith, while attitudes are evaluations, feelings, and tendencies. Personal influences consist of occupation, age/life cycle stage, income, and lifestyle. Occupation directly impacts product choices. Buying patterns change through the life cycle and with income and lifestyle also shape consumer behavior.
Consumer behavior
Consumer behavior is defined as how individuals and groups select, buy, use, and dispose of products and services to satisfy their needs and wants. Consumer behavior is influenced by cultural factors like subculture and social class, social factors such as reference groups and family, and personal factors including age, occupation, and lifestyle. Psychological factors that impact consumer behavior are motivation, perception, learning, beliefs, and attitudes.
Coaching diverse athletes
This document discusses differences in physical, intellectual, emotional, and social maturity between adolescents aged 11-21. It recommends that coaches match players based on physical maturity to reduce injury risk, help physically immature players understand their late development is normal, and give them opportunities to learn from more mature players. Coaches should encourage progress over outcomes, help players find roles suited to their abilities, and never allow teasing over immaturity. The document also discusses cultural differences and recommends coaches respect all cultural heritages, guard against low expectations, and ensure fair and inclusive treatment of all players.
consumer buying behaviour in PAKISTAN
this a presentation of consumer buying behavior when they buy dresses and a research result is also in the slides with video proofs.
you can visit my blog for other detailed articles, yousafsquill.blogpost.com
Coaching diverse athletes
The document discusses differences in physical, intellectual, and social maturation among adolescents aged 11-21 years. It describes the typical growth patterns in early, middle, and late adolescence. It provides recommendations for coaches to help mitigate issues arising from maturational differences such as matching players based on physical maturity. The document also discusses cultural, gender, sexual, and ability-related differences and provides coaching recommendations to promote inclusion and prevent discrimination or harassment. Overall, the document aims to help coaches understand key individual differences and coach athletes respectfully and equitably.
Consumer behavior Values
This document discusses how cultural values shape consumer behavior and how marketers can respond. It begins by explaining that cultural values are widely held beliefs that influence consumption patterns. When cultural values shift over time, consumer behavior also changes. Therefore, understanding evolving values is key to predicting future consumer trends. The document then outlines different types of cultural values (self-oriented, environment-oriented, and other-oriented) and provides examples of how American values have changed in these areas. It concludes by recommending several marketing strategies like green marketing and cause-related marketing that can appeal to modern cultural values oriented around environmental and social issues.
Advt theories
Maslow's hierarchy of needs proposes that people are motivated to fulfill basic needs like physical survival and safety before moving on to more advanced needs for love, esteem, and self-actualization. Advertising often targets different levels of needs - for example, food ads appeal to physical needs while car ads promote esteem. The stimulus-response theory of sales posits that salespeople can influence customer behavior through incentives, preferential treatment, and persuasive skills to get a response, though this approach risks leaving customers feeling manipulated. Both theories view human motivation as progressing from lower physical needs to higher psychological needs.
Environment and cb
The document discusses various situational and psychological factors that influence consumer behavior and the consumer decision-making process. It covers key concepts like situational influences, cultural and social factors, the buying decision process, information sources, and psychological influences on purchasing like motivation, perception, learning, personality and attitudes. It also discusses Belk's situational elements model and how physical surroundings and crowding can impact consumers.
Personality-self-concept
This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers Freudian theory which views personality as consisting of the id, ego, and super-ego. Trait theory measures specific psychological traits. Self-concept includes the actual self and ideal self. People seek products that reinforce their self-image or help achieve their ideal self. Lifestyle reflects one's self-concept and influences buying habits.
Individualistic Cultures
Individualistic cultures are those that stress the needs of the individual over the needs of the group as a whole. In this type of culture, people are seen as independent and autonomous.
Social behavior tends to be dictated by the attitudes and preferences of individuals. Cultures in North America and Western Europe tend to be individualistic.
A few common characteristics of individualistic cultures include:
Individual rights take center stage
Independence is highly valued
Being dependent upon others is often considered shameful or embarrassing
People tend to be self-reliant
In individualistic cultures, people are considered "good" if they are
strong,
self-reliant,
assertive, and
independent.
Marketing
This document discusses the consumer lifecycle and consumer behavior. It covers the stages in a consumer's life from young to middle aged to older. It examines how their needs, wants and purchasing behaviors change throughout these stages based on factors like marital status, presence of children, income level and retirement. Market segmentation is discussed as defining consumer groups based on these lifecycle factors. The document concludes with examples of targeting and positioning strategies for different consumer segments.
Motivation in Consumer Behaviour
Motivation is the driving force that compels individuals to take action. There are different types of motivation, including positive motivation, negative motivation, extrinsic motivation, and intrinsic motivation. The motivation process involves previous learning, unfulfilled needs and wants that create tension and drive behavior, cognitive processes that lead to goals to reduce the tension, and fulfilling those goals or needs. Self-motivation also plays a role in the motivation process.
Chapter 06 analyzing consumer markets
This document discusses consumer behavior and the consumer buying decision process. It outlines that consumer behavior is influenced by cultural, social, and personal factors. The buying decision process involves 5 stages - problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. Cultural, social, and personal factors influence each step of the buying process. The stages are initiated by the consumer recognizing a problem and culminate in the consumer evaluating alternatives and making a purchase decision.
Consumer Motivation
The document discusses motivation in consumer behavior. It provides learning outcomes on understanding motivation concepts like needs versus wants and positive versus negative motivation. It also summarizes several theories of motivation, including Maslow's hierarchy of needs, Alderfer's ERG theory, and Freud's psychoanalytic theory. The key points are that motivation seeks to explain consumer behavior, and there are different motivation theories like Maslow, Freud, and others.
Personality and consumer behavior
This document outlines the key concepts and theories related to personality and consumer behavior. It discusses how personality reflects individual differences and influences consumer attitudes and choices. Several theories of personality are examined, including Freudian, Neo-Freudian, and Trait theories. Specific traits like innovativeness, materialism, and need for cognition are also covered. The document explores how personality relates to understanding consumer behaviors and concepts like brand personality, consumer ethnocentrism, and compulsive consumption.
Consumer behaviour external factors
Here is a possible presentation on the topic you provided:
Title: The influence of reference groups and opinion leaders on social media platforms
Introduction:
- Social media platforms have become an integral part of people's lives, especially among younger generations
- These platforms enable people to connect with friends, family and like-minded individuals online
- Communities form around shared interests, locations, activities etc on different social media
Body:
- Instagram is heavily influenced by fashion/lifestyle reference groups and opinion leaders
- "Influencers" with thousands of followers shape trends and buying decisions in their niche
- People aspire to the lifestyles portrayed and seek recommendations from influencers they follow
- Brands partner with
Maslow’s hierarchy of needs
a PowerPoint discussing Maslow's hierarchy of needs and explaining them to a certain depth - unfinished
[Behav. sci] conflict resolution by SIMS Lahore
Conflicts arise when there is poor communication, dissatisfaction with leadership or management style, or a lack of openness. Conflicts can divert attention from main activities, undermine morale, polarize groups, reduce cooperation, and sharpen differences. However, conflicts can also be productive when issues and problems are clarified to build cooperation through learning more about each other. Common causes of conflict in health settings include unmet needs or wants, tested values, questioned perceptions, assumptions, minimal knowledge, too high expectations, and personality or social class differences. Methods of conflict resolution include meeting conflicts head on, setting win-win goals, allowing free communication, being honest about concerns early, agreeing to disagree, aiming for group satisfaction, and openly discussing differences
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Unit 2 motivation, personality, consumer's perception, learning & attitud...
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Unit 2 marketing management
This document provides an overview of key concepts in consumer behavior including:
1. Definitions of consumer behavior focus on how individuals make decisions to purchase goods and services to satisfy their needs.
2. Important factors that influence consumer behavior are discussed, including social and cultural influences, psychological factors like motivation and personality, and the consumer purchase decision process.
3. Understanding consumer behavior is important for businesses to develop effective marketing strategies like market segmentation to appeal to different consumer groups. Consumer perceptions and attitudes greatly impact the purchasing decisions.
Marketing management topic 3
This document discusses consumer buying behavior and decision making. It covers key topics such as factors influencing consumer behavior like cultural, social, personal and psychological factors. It also discusses the buyer decision process, including problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. Additionally, it covers customer satisfaction and the role of marketing in influencing the consumer buying process.
Self concept and lifestyle
Self-concept refers to an individual's thoughts and feelings about themselves. It has dimensions like actual self, ideal self, and public versus private selves. People with interdependent self-concepts see themselves as connected to others, while those with independent self-concepts see themselves as autonomous. When there is a gap between one's actual and ideal selves, they are motivated to close it through their extended self, including possessions. Lifestyle reflects how people enact their self-concept through their activities, interests, and consumption behaviors. Market research measures self-concept and lifestyle to understand consumer behavior and identify opportunities for products to fulfill needs related to consumers' self-views.
Consumer buying process
This document provides an introduction to consumer behavior. It defines a consumer as any individual who purchases goods and services for personal use. Consumer behavior is the study of how individuals make decisions to spend their available resources on consumption-related items. It involves understanding individuals' decision-making processes. The document outlines several factors that influence consumer behavior, including economic factors like income and price, personal factors like age and lifestyle, cultural factors like social class and reference groups, and psychological factors like motivation, perception, and attitudes. It emphasizes that marketers must understand these various influences to effectively target and market to different consumer segments.
Lecture 4 factors influencing buying decisios
This document discusses various factors that influence consumer buying decisions, including cultural, social, individual, and psychological factors. It covers how culture, social classes, reference groups, family roles, gender, age, personality, motivation, learning, beliefs, and attitudes all shape consumer behavior and purchasing decisions. Marketers must understand these influences in order to design effective marketing strategies that appeal to different consumer segments.
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Analyzing Consumer Markets / Marketing Management By Kotler Keller
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presentation_consumer_behaviour_2_1457191035_96262.ppt
presentation_consumer_behaviour_2_1457191035_96262.ppt
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Consumer behaviour
- 1. Why People Buy: Consumer Behavior
- 2. Consumer Behavior • The process individuals and groups go through to select, purchase, or use goods, services, ideas, or experiences
- 3. The Consumer Decision Process Problem Recognition Information Search Alternative Evaluation Product Choice Post purchase Evaluation
- 4. Problem Recognition • Occurs whenever a consumer recognizes a difference between the current state and the ideal or desired state • Internal cues - consumers recognize state of discomfort • External cues - marketers may stimulate consumers to recognize problem
- 5. Information Search • Consumer checks memory and surveys environment to identify what options are available • Sources might include personal experience and knowledge, friends, advertising, web sites, and magazines.
- 6. Evaluation of Alternatives • Identify consideration set • Narrow list and compare pros and cons • Use evaluative criteria to decide among remaining choices
- 7. Product Choice • People may ultimately make the choice based on heuristics • Heuristics represent rules of thumb – brand loyalty – country of origin – liking
- 8. Post purchase Evaluation • How good a choice was it? • Customer satisfaction/dissatisfaction – “buyer’s remorse” • Ultimately affects future decisions and word of mouth communication
- 9. Consumer Decision Making Influences Internal Influences: Perception Motivation Learning Attitudes Personality Age groups Lifestyle Situational Influences: Physical Environment Time Social Influences: Culture, Social class Group memberships Decision Process PURCHASE
- 10. Internal Influences • Perception • Motivation • Learning • Attitudes • Personality • Age • Lifestyle
- 11. Perception • Process by which people select, organize, and interpret information – Exposure: stimulus must be within sensory receptors to be noticed – Perceptual Selection: consumers will pay attention to some stimuli and not to others – Interpretation: consumers assign meaning to stimuli
- 12. Motivation • An internal state that drives us to satisfy needs • Once we activate a need, a state of tension exists that drives the consumer to some goal that will reduce this tension and eliminate the need • Consequently, only unmet needs motivate
- 13. Maslow’s Hierarchy of Needs Self- Actualization Ego Needs Belongingness Safety Physiological
- 14. Learning • A change in behavior caused by information or experience • Behavior learning theories assume learning takes place as the result of connections formed between events • Cognitive learning occurs when consumers make a connection between ideas or by observing things in their environment
- 15. Attitudes • A lasting evaluation of a person, object, or issue • 3 components of attitudes – affect – cognition – behavior
- 16. Personality • The set of unique psychological characteristics that consistently influences the way a person responds to situations in the environment – Innovativeness – Self-confidence – Sociability
- 17. Family Life Cycle • Related to age groups, our purchases also depend on our current position in the family life cycle – stages through which family members pass as they grow older
- 18. Lifestyles • Pattern of living that determines how people choose to spend their time, money, energy and reflects their values, tastes, and preferences • Expressed through preferences for sports activities, music interests, and political opinions • Psychographics is the segmentation tool used to group consumers according to AIOs
- 20. Situational Influences • Physical Environment – arousal – pleasure • Time – time poverty
- 21. Social Influences • Culture and Subcultures • Social Class • Group Behavior and Reference Groups • Opinion Leaders
- 22. Cultures and Subcultures • Culture is the values, beliefs, customs, and tastes produced and valued by a group of people • A subculture is a group coexisting with other groups in a larger culture whose members share a distinctive set of beliefs or characteristics
- 23. Social Class • Social class is the overall rank of people in a society • People in the same class tend to have similar occupations, similar income levels, share common tastes in clothes, decorating styles, and leisure activities. They may share political and religious beliefs.
- 24. Reference Groups • A reference group is a set of people a consumer wants to please or imitate • The “group” can be composed of one person, a few people, or many people. They may be people you know or don’t know – Conformity is at work when people change as a reaction to real or imagined group pressure – Sex roles are society’s expectations regarding appropriate attitudes, behaviors, and appearances for men and women
- 25. Opinion Leaders • A person who influences others’ attitudes or behaviors because they are perceived as possessing expertise about the product