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Marketing consumer behaviour
- 1. Principles Of Marketing _______________________ Consumer BuyingBehaviour Abhijay goyal Roll No:1928 Section 2
- 2. Consumer Buying Behavior Consumer Buying Behavior refers to the study of how individuals make decisions to spend their available resources on consumption related items. “How do consumers respond to marketing efforts the company might use?”
- 3. Model of ConsumerBehavior Marketing and Other Stimuli Buyer’s Black Box Buyer’s Response Product Price Place Promotion Economic Technological Political Cultural Characteristics Affecting Consumer Behavior Buyer’s Decision Process Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
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- 5. Factors Affecting ConsumerBehavior: Culture Most basic cause of a person's wants and behavior. Values Perceptions Social Class • People within a social class tend to exhibit similar buying behavior. • Occupation • Income • Education • Wealth Subculture • Groups of people with shared value systems based on common life experiences. • Sikh Consumers • Muslim Consumers • Mature Consumers
- 6. Factors Affecting ConsumerBehavior: Social Groups •Membership •Aspirational •Disassociative Family •Husband, wife, kids •Influencer, buyer, user Roles and Status Social Factors
- 7. Factors Affecting ConsumerBehavior: Personal Personal Influences Age and Family Life Cycle Stage Occupation Economic Situation Lifestyle Identification Activities Opinions Interests Personality & Self-Concept
- 8. Factors Affecting ConsumerBehavior: Psychological Psychological Factors Motivation Perception Learning Beliefs and Attitudes
- 9. Maslow’s Hierarchy ofNeeds Esteem Needs (self-esteem, status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst) Self Actualization (Self-development)
- 10. The Buyer DecisionProcess Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior
- 11.