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
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
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.
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
การตัดสินใจของผู้บริโภค (Consumer's decision making : Ch 11), Consumer Behavior Class, Aj. Watjana Poopanee, Mahasarakham Business School, Mahasarakham University
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.
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
การตัดสินใจของผู้บริโภค (Consumer's decision making : Ch 11), Consumer Behavior Class, Aj. Watjana Poopanee, Mahasarakham Business School, Mahasarakham University
Laddering is a qualitative marketing research technique, which seeks to understand why people buy and use products and services.
Based on the means end theory, there is hierarchical organization between the consumer perception and knowledge and it contains the following parameter.
Attributes
Consequences
Value
This white paper, written by Pollen Strategy, describes the process by which innovations are diffused, and explains how businesses can maximise the market penetration of their innovations.
Chapter 8 product, service, and brands (building customer value)Lance Üü
Disclaimer: I do not own the right in some few parts of this slide. Some slides credit goes to the individuals who share their slide.
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Without an understanding of consumers, how they think, and the reasons for how they behave, it is very difficult for a business to give them exactly what they want.
The study of consumer behaviour improves decision-making as some of the guesswork is removed.
Through a better understanding of consumer behaviour, businesses can make better choices with their marketing to attract more of their target customers.
What is Consumer Behaviour?
Consumer behaviour is the study of consumption. It aims to have a better understanding of consumer actions and processes used in their purchase decisions, as well as the usage of products and services and how they are disposed of.
Exploring how the consumer’s emotions, attitudes and preferences affect buying behaviour, consumer behaviour draws upon ideas from several fields including psychology, sociology, anthropology, biology, marketing and economics.
An underlying motivation drives a consumer to act and purchase. These motivations fit under the problem recognition phase discussed above.
This motivation can be either positive or negative. A positive motivation could be a pleasure – having dinner a nice restaurant or a night on the town. A negative motivation could be the avoidance of unpleasantness such as purchasing toothpaste to minimise tooth decay, getting toothaches and having to visit a dentist.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making.
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
CONSUMER BUYING BEHAVIOUR - INTRODUCTION TO MARKETINGAgaineSandra1
Consumer markets are constantly changing, and marketers must understand new and emerging contexts to succeed
Widespread adoption of digital technologies has created a global consumer culture that affects local lifestyles and behaviors
Global consumer culture shapes cultural values and can significantly influence how individuals respond to marketing activities
Marketers need to understand both local and global nuances of a market and identify aspects that may impact consumer behavior
Consumer Behavior- meaning, nature and importance, Factors influencing consumer behavior, Buying Behavior process. Market Segmentation- meaning and need Bases for market segmentation, Requisites for effective segmentation, Steps in segmentation process, Targeting- meaning, strategies, Positioning- meaning and types
The chapter comprises of Meaning and Characteristics, Importance, Factors Influencing Consumer Behaviour, Consumer Purchase Decision Process, Buying Roles, Buying Motives, Buyer Behaviour Models.
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.
It refers to the. actions of the consumers in the marketplace and the underlying motives for those actions.
Consumer behaviour is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service or company.
It is a study of the actions of the consumers that drive them to buy and use certain products. Understanding consumer buying behavior is most important for marketers as it helps them to relate better to the expectation of the consumers.
a) Consumer behavior is the part of human behavior: This cannot be separated. Human behavior decides what to buy, when to buy etc. This is unpredictable in nature. Based on the past behavioral pattern one can at least estimate like the past he might behave.
b) Learning the consumer is difficult and complex as it involves the study of hum beings: Each Individual behaves differently when he is placed at different situations. Every day is a lesson from each and every individual while we learn the consumer behavior. Today one may purchase a product because of its smell, tomorrow it may vary and he will purchase another due to some another reason.
c) Consumer behavior is dynamic: A consumer's behavior is always changing in nature: The taste and preference of the people vary. According to that consumers behave differently. As the modern world changes the consumer's behaving pattern also changes.
d) Consumer behavior is influenced by psychological, social and physical factors: A consumer may be loyal with a product due to its status values. Another may stick with a product due to its economy in price. Understanding these factors by a marketer is crucial before placing the product to the consumers.
1. To design production policies: This is the first importance of consumer behaviour and it means that all the production policies have designed taking into consideration the consumer preference so that product can be successful in the market.
2. Know the effect of price on buying: This is the second consumer behaviour importance and it means that consumer behavior can help in understanding the effect of price on buying. Whenever the price is moderate on cheap more and more customer will buy the product.
After the time of production, there comes a time in which the company has to decide what the price of our product will be because it helps to divide the categories of the customer and also helps to attain more sales.
3. Exploit the market opportunities: This is the third importance or significance of consumer behaviour and it means that the change in consumer preference can be a good opportunity for the marketing
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
2. Consumer Behavior
• Processes a consumer uses to make
purchase decisions, as well as to use
and dispose of purchased goods or
services; also includes factors that
influence purchase decisions and
the product use.
3. REVIEW LEARNING OUTCOME
Understanding Consumer Behavior
Consumer behavior
consumers make purchase
decisions
consumers use and
dispose of product
= HOW
4. Five Factors Influencing Decisions
1. Level of consumer involvement
2. Length of time to make decision
3. Cost of good or service
4. Degree of information search
5. Number of alternatives considered
5. LEVELS OF CONSUMER DECISION
MAKING
• Not all consumer decisions receive or require the
same amount of effort in the information search.
• Researchers have identified three specific levels of
consumer decision making: extensive problem
solving, limited problem solving, and routinized
response behavior.
6. Types of Consumer Buying Decisions
More
Involvement
Less
Involvement
Routine
Response
Behavior
Limited
Decision
Making
Extensive
Decision
Making
7. Extensive Problem Solving
• When consumers have no established criteria for
evaluating a product, or have not narrowed their
choices, then they are in extensive problem solving.
• At this level, the consumer needs a great deal of
information to establish a set of criteria on which to
judge specific brands and a correspondingly large
amount of information concerning each of the
brands to be considered.
• Example- Used while buying expensive, important
or technically complicated product or services.
8. Limited Problem Solving
• At this level consumers have already established
the basic criteria for evaluating the product
category but haven’t established preferred
categories.
• Their search for additional information is more
like “fine-tuning;” they must gather additional
brand information to discriminate among the
various brands.
• Example- Usually used when purchasing a new,
updated version of something. Relplacing
something old with something new.
9. Routinized Response Behavior
• At this level, consumers have some experience
with the product category and a well-
established set of criteria with which to
evaluate the brands they are considering.
– They may search for a small amount of additional
information.
• Routinized response behavior implies little
need for additional information.
• Example- Day to day decisions.
10. Models of Consumers: Four Views
of Consumer Decision Making
Depicting how
and why
individuals
behave as they
behave in decision
making.
11. • An Economic View
– Rationale in the economic sense, aware of all available product
alternatives, able to identify best alternatives
• A Passive View
– Irrational, impulsive, depending on promotions
• A Cognitive View
– Information Processor; either receptive or active,
– Heuristics (shortcut); information overload (exposure)
• An Emotional View
– Joy, fear, love, hope, sexuality, magic with certain purchase
12. An Economic View
• The consumer has often been characterized as making rational decisions.
– This model, called the economic man theory, has been criticized by
consumer researchers for a number of reasons.
– To behave rationally in the economic sense, a consumer would have
to:
• Be aware of all available product alternatives.
• Be capable of correctly ranking each alternative in terms of its
benefits and its disadvantages.
• Be able to identify the one best alternative.
– This perspective is unrealistic because:
• People are limited by their existing skills, habits, and reflexes.
• People are limited by their existing values and goals.
• People are limited by the extent of their knowledge.
• Consumers operate in an imperfect world, therefore the economic view is
often rejected as too idealistic and simplistic.
13. A Passive View
• Consumer basically are submissive to the self-serving
interests and promotional efforts of marketers (i.e., the
passive view).
• Consumers are perceived as impulsive and irrational
purchasers, ready to yield to the arms and aims of
marketers.
• The principal limitation of this model is that it fails to
recognize that the consumer plays an equal, if not
dominant, role in many buying situations by seeking
information about product alternatives and selecting the
product that appears to offer the greatest satisfaction.
• This view is largely unrealistic.
14. A Cognitive View
• Consumer are thinking problem solver.
• Model focuses on the processes by which consumers seek and
evaluate information about selected brands and retail outlets.
• In contrast to the economic view, this view recognizes that the
consumer is unlikely to seek all possible information, but will only
seek information until he/she has what is perceived as sufficient
information to make a satisfactory decision.
• Consumers are presumed to use heuristics—short-cut decision
rules to facilitate decision making.
– They also use decision rules when exposed to too much information—
information overload.
• This model depicts a consumer who does not have complete
knowledge, and therefore cannot make perfect decisions, but who
actively seeks information and attempts to make satisfactory
decisions.
15. An Emotional View
• In reality, when is comes to certain purchases or possessions, deep feelings
or emotions are likely to be highly involved.
• When a consumer makes what is basically an emotional purchase
decision, less emphasis tends to be placed on searching for prepurchase
information and more on the current mood or feelings.
• Unlike an emotion, which is a response to a particular environment, a
mood is more typically an unfocused, pre-existing state—already present
at the time a consumer “experiences” an advertisement, a retail
environment, a brand, or a product.
• Mood is important to consumer decision making in that it impacts when
consumers shop, where they shop, and whether they shop alone or with
others.
– Some retailers attempt to create a mood for shoppers.
• Individuals in a positive mood recall more information about a product
than those in a negative mood
16. A Model of Consumer Decision
Making
INPUT
PROCESS
OUTPUT
20. Need Recognition
• Recognition of a need occurs when a
consumer is faced with a problem.
• Among consumers there seem to be two
different problem recognition styles.
– Actual state types —consumers who perceive that
they have a problem when a product fails to
perform satisfactorily.
– Desired state types —the desire for something
new may trigger the decision process.
21. Stimulus
Any unit of input affecting one or
more of the five senses:
sight
smell
taste
touch
hearing
22. Want
Recognition of an unfulfilled need and a product
(or attribute or feature) that will satisfy it.
23. Recognition of Unfulfilled Wants
• When a current product isn’t performing
properly
• When the consumer is running
out of an product
• When another product seems superior to
the one currently used
24. Prepurchase Information Search
Internal Information Search
Recall information in memory
External Information search
Seek information in outside environment
Non-marketing controlled
Marketing controlled
26. Factors that are likely to increase
prepurchase search
1. Product factors
2. Situational factors
• Experience
• Social acceptability
• Value-related considerations
3. Consumer factors
• Demographic characteristics
• Personality
27. Evaluating Alternatives
Determine criteria to be used for
evaluation of products
Assess the relative importance of the
each criteria
Evaluate each alternative based on the
identified criteria
28. Evoked Set
Purchase!
Evaluation of Products
Analyze product attributes
Use cutoff criteria
Rank attributes by importance
Evaluation of Alternatives
29. Evaluation of Alternatives
• When evaluating potential alternatives, consumers tend to
use two types of information:
– A “list” of brands (the evoked set).
– The criteria they will use to evaluate each brand.
The evoked set refers to the specific brands the consumer
considers in making a purchase in a particular product
category.
The inept set consists of brands the consumer excludes from
purchase consideration as unacceptable.
The inert set is those brands to which the consumer is
indifferent because they are perceived as having no
advantage.
30.
31. Consumer decision rules
• They are referred to as heuristics, decision strategies, and information-
processing strategies, and are procedures used by consumers to facilitate
brand choices.
– These rules reduce the burden of decision making.
1. Compensatory decision rules— a consumer evaluates brand options
in terms of each relevant attribute and computes a weighted or
summated score for each brand.
• The computed score reflects the brand’s relative merit as a
potential purchase choice.
• The assumption is that the consumer will choose the brand with
the highest score.
• A unique feature of a compensatory decision rule is that it allows a
positive evaluation of a brand on one attribute to balance out a
negative evaluation on some other attribute.
32. 2. Noncompensatory decision rules do not allow
consumers to balance positive evaluations of a
brand on one attribute against a negative evaluation
on some other attribute. Forms include:
• Conjunctive decision rule—the consumer establishes a
minimally acceptable level that is established as a
cutoff point for each attribute.
– If any particular brand falls below the cutoff point on any one
attribute, the brand is eliminated from consideration.
• Disjunctive rule—this rule mirrors the conjunctive
rule.
– The consumer establishes a minimally acceptable level as a
cutoff point for each attribute.
– In this case if a brand alternative meets or exceeds the cutoff
established for any one attribute, however, it is accepted.
33. 3. Lexicographic decision rule—the consumer
first ranks the attributes in terms of perceived
relevance or importance.
– The consumer then compares the various brand
alternatives in terms of the single attribute that is
considered most important.
– If one brand scores sufficiently high on this top-
ranked attribute, it is selected, and the process ends.
– The highest-ranked attribute may reveal something
about the individual’s consumer orientation.
34. • Nine out of ten shoppers who go to the store for
frequently purchased items have a specific
shopping strategy for saving money.
– Practical loyalists—look for ways to save on those
brands and products that they would buy anyway.
– Bottom-Line Price Shoppers—buy the lowest-priced
item, with little or no regard for brand.
– Opportunistic Switchers—use coupons or sales to
decide among brands and products that fall within
their evoked set.
– Deal Hunters—look for the best “bargain” and are not
brand-loyal.
35. OUTPUT
• The output portion of the consumer decision-
making model concerns two closely associated
kinds of postdecision activity: purchase
behavior and postpurchase evaluation.
• The objective of both activities is to increase
the consumer’s satisfaction with his or her
purchase.
39. Postpurchase Behavior
Can minimize through:
Effective Communication
Follow-up
Guarantees
Warranties
Cognitive Dissonance
?Did I make a good decision?
Did I buy the right product?
Did I get a good value?
40. • As consumers use a product, they evaluate its
performance in light of their own
expectations.
• There are three possible outcomes of such
evaluation.
– Actual performance matches the standard,
leading to a neutral feeling.
– Positive disconfirmation when the performance
exceeds the standard.
– Negative disconfirmation when the performance
is below the standard.
41. .
cognitive dissonance is inner tension
that a consumer experiences after
recognizing an inconsistency between
behavior and values or opinions
An important aspect of the purchase
process is reducing postpurchase
cognitive dissonance, when consumers
try to reassure themselves that their
choice was a wise one.
42. Outcomes of Postpurchase Evaluation
• Actual Performance Matches Expectations
• Actual Performance Exceeds Expectations
– Positive Disconfirmation of Expectations
• Performance is Below Expectations
– Negative Disconfirmation of Expectations
43. Factors Determining
the Level of Consumer Involvement
Situation
Social Visibility
Interest
Perceived Risk of Negative
Consequences
Previous Experience
44. Factors Influencing Buying Decisions
Social
Factors
Individual
Factors
Psycho-
logical
Factors
Cultural
Factors
CONSUMER
DECISION-
MAKING
PROCESS
BUY /
DON’T BUY
45. Cultural Influences on Buying
Decisions
Values
Language
Myths
Customs
Rituals
Laws
Material Artifacts