This document discusses factors that influence consumer behavior. It analyzes how cultural factors, social factors, personal factors, and psychological factors can impact an individual's selection and purchase of goods. It also outlines a five-stage model of consumer buying behavior: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document is presented by Dr. Gopal Thapa of Tribhuvan University and provides an overview of concepts in consumer behavior analysis.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
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
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
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
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
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
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
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
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
Factors affecting on consumer buying behaviorArouba Naseem
The factors helps marketers to effect on the consumer's buying behavior. The marketers target their consumer with diff factors, sometimes all factors in one time and mostly most valuable factors at a time. Some factors are here tried to explained with the help of advertisement.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Consumer Behavior 5th P – People”Chapter 5Consumer bu.docxdonnajames55
Consumer Behavior
5th P – “People”
Chapter 5
Consumer buyer behavior refers to the buying behavior of final consumers—individuals and households who buy goods and services for personal consumption (Chapter 5)
Business buyer behavior refers to the buying behavior of the organizations that buy goods and services for use in production of other products and services that are sold, rented, or supplied to others (Chapter 6)
Model of Consumer Behavior
2
2
Consumer Decision-Making Process
Problem
Recognition
Information
Search
Evaluation
Of
Alternatives
Purchase
Decision
Post-purchase
Evaluation
Also post purchase…..
Cognitive Dissonance: Discomfort caused by postpurchase conflict
Holding of two contradictory ideas
Consumers try to reduce dissonance by changing one of the two attitudes
Not sure if I got a good deal or made the right choice
As a marketer we want to reduce dissonance
Types of consumer decisions
Three major types of decision processes:
Extended Problem Solving
Limited Problem Solving
Routine Problem Solving
Variety Seeking Behavior
5
Extended Problem Solving (High Involvement)
Product category or brand is new or purchase in the category is infrequent
More risk involved (financial, social, physical)
Decisions require more time and effort
6
High Involvement Strategies for Marketers
Provide a wide depth of product information through multiple formats
Engage with customers through social media and personal selling to answer questions and provide customer service
Market Challengers – compare their products to leader
Limited problem solving
(Low Involvement)
Consumers are not motivated, able or lack the opportunity to search for information extensively
Alternatives are analyzed superficially
Some brands may be new, but category is familiar
Alternatives are weighted using heuristics
Low or no information search
8
Routine Problem Solving (Low Involvement)
Decisions are made with little or no conscious effort (Auto-pilot)
Consumer is familiar with brand and category
Decisions are low risks
9
Variety-seeking Behavior (Low Involvement)
Brands still play an important role, but consumer is motivated to try different products
Not necessarily dissatisfied with a brand or product
10
Low Involvement Strategies for Marketers
Maintain product quality
Avoid stockout situations
Repetitive/reminder advertising messages
Situational Influences
Purchase task - reason for decision
Social surroundings – presence of others
Physical surroundings – décor, music, etc.
Temporal effects - time
Antecedent states – mood, budget
Psychological Factors
Lifestyle
13
13
Motivation and Personality
Perception
Learning
Values, Beliefs and Attitudes
In order to be
persuaded need MAO
Motivation – inner state of arousal directed to achieve a goal
Drives processing of information
Felt involvement
Cognitive
Affective
14
What Affects Motivation?
Personal relevance
Values, Goals, Needs
Perceived Risk
Inconsist.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
Factors affecting on consumer buying behaviorArouba Naseem
The factors helps marketers to effect on the consumer's buying behavior. The marketers target their consumer with diff factors, sometimes all factors in one time and mostly most valuable factors at a time. Some factors are here tried to explained with the help of advertisement.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Consumer Behavior 5th P – People”Chapter 5Consumer bu.docxdonnajames55
Consumer Behavior
5th P – “People”
Chapter 5
Consumer buyer behavior refers to the buying behavior of final consumers—individuals and households who buy goods and services for personal consumption (Chapter 5)
Business buyer behavior refers to the buying behavior of the organizations that buy goods and services for use in production of other products and services that are sold, rented, or supplied to others (Chapter 6)
Model of Consumer Behavior
2
2
Consumer Decision-Making Process
Problem
Recognition
Information
Search
Evaluation
Of
Alternatives
Purchase
Decision
Post-purchase
Evaluation
Also post purchase…..
Cognitive Dissonance: Discomfort caused by postpurchase conflict
Holding of two contradictory ideas
Consumers try to reduce dissonance by changing one of the two attitudes
Not sure if I got a good deal or made the right choice
As a marketer we want to reduce dissonance
Types of consumer decisions
Three major types of decision processes:
Extended Problem Solving
Limited Problem Solving
Routine Problem Solving
Variety Seeking Behavior
5
Extended Problem Solving (High Involvement)
Product category or brand is new or purchase in the category is infrequent
More risk involved (financial, social, physical)
Decisions require more time and effort
6
High Involvement Strategies for Marketers
Provide a wide depth of product information through multiple formats
Engage with customers through social media and personal selling to answer questions and provide customer service
Market Challengers – compare their products to leader
Limited problem solving
(Low Involvement)
Consumers are not motivated, able or lack the opportunity to search for information extensively
Alternatives are analyzed superficially
Some brands may be new, but category is familiar
Alternatives are weighted using heuristics
Low or no information search
8
Routine Problem Solving (Low Involvement)
Decisions are made with little or no conscious effort (Auto-pilot)
Consumer is familiar with brand and category
Decisions are low risks
9
Variety-seeking Behavior (Low Involvement)
Brands still play an important role, but consumer is motivated to try different products
Not necessarily dissatisfied with a brand or product
10
Low Involvement Strategies for Marketers
Maintain product quality
Avoid stockout situations
Repetitive/reminder advertising messages
Situational Influences
Purchase task - reason for decision
Social surroundings – presence of others
Physical surroundings – décor, music, etc.
Temporal effects - time
Antecedent states – mood, budget
Psychological Factors
Lifestyle
13
13
Motivation and Personality
Perception
Learning
Values, Beliefs and Attitudes
In order to be
persuaded need MAO
Motivation – inner state of arousal directed to achieve a goal
Drives processing of information
Felt involvement
Cognitive
Affective
14
What Affects Motivation?
Personal relevance
Values, Goals, Needs
Perceived Risk
Inconsist.
A complete presentation on Consumer Buying Behavior for MBA and BBA students to study importance and features of consumer buying behavior, Buying roles, factors affecting buying decisions and Buying process,
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Understanding
AI-Generated Content:
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Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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2. Consumer Behavior
Consumer behavior is the study of how
individuals, groups and organizations select, buy,
use, and dispose of goods, services, ideas or
experiences to satisfy their needs and wants.
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4. What Influences Consumer
Behavior?
Cultural factors
Social factors
Personal factors
Psychological factors
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5. Cultural Factors
Culture
Sub culture
Nationalities, religions, racial groups, geographical
regions
Social class
Upper class, middle class, lower class
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6. Social Factors
Reference groups
Membership group: primary & secondary
Inspirational group
Dissociative group
Opinion leader
Family
Roles and status
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7. Personal Factors
Age and stage in the life cycle
Occupation and economic circumstances
Personality and self concept
Lifestyle and values
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9. The Buying Process
(The Five Stage Model)
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Post purchase behavior
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