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MKT 2 - Understanding the changing consumer behavior.ppt
- 1. Understanding the changing consumerbehavior Dr. Md. Iftekharul Amin Professor
- 2. Not all the Customersare same. They are different!
- 4. To be successfulin the market Marketers need to know how their customers BEHAVE!
- 6. What is ConsumerBehavior? The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
- 7. Why is aConsumer Important?
- 8. Importance of ConsumerBehavior Study
- 9. Model Of ConsumerBehavior
- 10. What influences consumerbehavior? • Consumer characteristics – Cultural factors – Social factors – Personal factors
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- 12. Cultural Factors • Cross-culturalvariations • Culture is dynamic (changing society, values)
- 13. Cultural values ofrelevance to consumer behavior • Other-oriented values • Environment-oriented values • Self-oriented values
- 14. Other-oriented values • Individual/collective •Youth/age • Extended/limited family • Masculine/feminine • Cooperative/competitive • Diversity/uniformity
- 15. Environment-oriented values • Cleanliness •Performance/status • Tradition/change • Risk taking/security • Problem solving/fatalistic • Admire/overcome nature
- 16. Self-oriented values • Active/passive •Sensual gratification/ abstinence • Material/nonmaterial • Hard work/leisure • Postponed gratification/ immediate gratification • Religious/secular
- 17. Social Factors • Referencegroup – Primary – Secondary • Family and household • Roles and status
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- 19. Nature of ReferenceGroup influence • Informational • Normative • Identification
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- 21. Consumer psychology • Perception •Learning • Motivation • Attitudes • Self-concept and lifestyle
- 22. Information Processing for ConsumerDecision Making
- 23. The Nature ofPerception • Exposure: when a stimulus comes within range of our sensory receptor nerves – Random vs. Deliberate • Attention: when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing – Low vs. High Involvement • Interpretation: the assignment of meaning to sensations – Low vs. High Involvement
- 24. Stimulus Factors Size andIntensity – influence the probability of paying attention Color and Movement – serve to attract attention Position – placement of the object in a person’s visual field
- 25. Stimulus Factors Isolation –the separation of a stimulus object from other objects Format – manner in which the message is presented Contrast – the tendency to attend more closely to stimuli that contrast with their background
- 26. Learning • Conditioned learning –Classical conditioning – Operant conditioning
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- 28. Motivation Maslow’s hierarchy ofneeds theory
- 29. Motivation (continued) • Consumersdo not buy products, instead they buy motive satisfaction or problem solution
- 30. Rational vs Emotionalmotive
- 31. Emotion • Emotional contentsin ads enhances their attention, attraction and maintenance capabilities • Dimension – Pleasure: desire, joy etc. – Arousal: interest, activation etc. – Dominance: sadness, anger etc.
- 32. Use of Emotionin ad
- 33. Attitude • Components – Cognitive(beliefs) – Affective (feelings) – Behavioral (response tendencies) • Attitude formation and change – Source characteristics: credibility, sponsorship – Appeal characteristics: Fear, Humor, Emotional
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