This document discusses consumer behavior and provides definitions, objectives, and the nature and scope of studying consumer behavior. It can be summarized as follows:
1) The objectives of studying consumer behavior are to understand internal and external influences on consumer behavior, identify stages of the buying process, and use consumer behavior insights for market segmentation and targeting.
2) Consumer behavior is influenced by various factors and differs across individuals, products, regions, and over time. Understanding consumer behavior is vital for marketers to make effective marketing decisions.
3) Studying consumer behavior has applications in analyzing market opportunities, selecting target markets, making marketing mix decisions, and designing strategies for non-profits and social causes.
Consumer behavior is the study of how people make decisions regarding products and services. It is influenced by psychological, personal, and social factors. Understanding consumer behavior allows companies to satisfy customer needs, develop effective marketing strategies, identify new opportunities, and select target markets. As technology advances, consumers are more informed, engaged in product design, and concerned with sustainability. They also use multiple devices and have high expectations for the customer experience across online and offline channels. Stages of purchase in electronic markets include researching options before buying, evaluating quality and service during purchase, and needing support after purchase. Challenges include addressing consumer concerns over privacy, quality, and convenience on mobile apps.
The document discusses consumer buying behavior and the factors that influence it. It provides definitions of consumer behavior and discusses the need to study consumer behavior to satisfy customer needs, understand consumer psychology, motives, choices, and preferences. It then describes different types of consumer buying behavior including complex, dissonance-reducing, habitual, and variety seeking behaviors. The stages of the consumer buying decision process are outlined as well as psychological, social, cultural, personal, and economic factors that influence consumer decisions.
This document provides an introduction to consumer behavior and market research. It discusses key concepts like rational and irrational consumer behavior, the consumer decision making process, and models for understanding the "black box" of how marketing stimuli influence consumer choices. It also covers important applications of understanding consumer behavior like segmenting markets, designing marketing programs, innovating new products, and staying relevant to changing trends. Demographic, psychographic, behavioral, benefit, and other approaches to segmenting consumer markets are also outlined.
This document provides an overview of a course on consumer behavior. It discusses the objectives of understanding consumer decision making and key concepts like defining consumer behavior and its scope. It also explains the importance of studying consumer behavior to help companies develop effective marketing strategies by understanding customers' needs and buying patterns. Finally, it outlines the three main stages of the consumer buying process: pre-purchase, purchase, and post-purchase.
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...Venkat. P
Introduction and overview to study of Consumer Behaviour – Definition of Consumer Behaviour – Significance – Development of the concept & The discipline of Consumer Behaviour – Marketing impact on Consumers – Marketing ethics and Social Responsibility – Understanding consumer and Market Segments.
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
Introduction to study of consumer behaviourSindhu .
Meaning, definition and nature of Consumer Behavior, consumer movement in India also its need, rights and responsibilities of consumers in India, benefits of consumerism, role of research in understanding consumer behavior, consumer research paradigms, models and levels of Consumer Behavior, consumer decision making process, research objectives and its characteristics.
Consumer behavior is the study of how people make decisions regarding products and services. It is influenced by psychological, personal, and social factors. Understanding consumer behavior allows companies to satisfy customer needs, develop effective marketing strategies, identify new opportunities, and select target markets. As technology advances, consumers are more informed, engaged in product design, and concerned with sustainability. They also use multiple devices and have high expectations for the customer experience across online and offline channels. Stages of purchase in electronic markets include researching options before buying, evaluating quality and service during purchase, and needing support after purchase. Challenges include addressing consumer concerns over privacy, quality, and convenience on mobile apps.
The document discusses consumer buying behavior and the factors that influence it. It provides definitions of consumer behavior and discusses the need to study consumer behavior to satisfy customer needs, understand consumer psychology, motives, choices, and preferences. It then describes different types of consumer buying behavior including complex, dissonance-reducing, habitual, and variety seeking behaviors. The stages of the consumer buying decision process are outlined as well as psychological, social, cultural, personal, and economic factors that influence consumer decisions.
This document provides an introduction to consumer behavior and market research. It discusses key concepts like rational and irrational consumer behavior, the consumer decision making process, and models for understanding the "black box" of how marketing stimuli influence consumer choices. It also covers important applications of understanding consumer behavior like segmenting markets, designing marketing programs, innovating new products, and staying relevant to changing trends. Demographic, psychographic, behavioral, benefit, and other approaches to segmenting consumer markets are also outlined.
This document provides an overview of a course on consumer behavior. It discusses the objectives of understanding consumer decision making and key concepts like defining consumer behavior and its scope. It also explains the importance of studying consumer behavior to help companies develop effective marketing strategies by understanding customers' needs and buying patterns. Finally, it outlines the three main stages of the consumer buying process: pre-purchase, purchase, and post-purchase.
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...Venkat. P
Introduction and overview to study of Consumer Behaviour – Definition of Consumer Behaviour – Significance – Development of the concept & The discipline of Consumer Behaviour – Marketing impact on Consumers – Marketing ethics and Social Responsibility – Understanding consumer and Market Segments.
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
Introduction to study of consumer behaviourSindhu .
Meaning, definition and nature of Consumer Behavior, consumer movement in India also its need, rights and responsibilities of consumers in India, benefits of consumerism, role of research in understanding consumer behavior, consumer research paradigms, models and levels of Consumer Behavior, consumer decision making process, research objectives and its characteristics.
The document discusses consumer behavior and provides definitions and explanations of key concepts. It defines a consumer as a person who makes purchase decisions for personal use based on preferences, beliefs, and needs. Understanding consumer behavior allows firms to develop products that meet consumer needs and wants, thereby increasing sales and profits. The document also outlines the consumer research process and different methods used, including secondary research, qualitative and quantitative primary research, and different data collection tools.
The document discusses consumer behavior and organizational buying. It defines consumer behavior as how individuals make decisions to spend resources on consumption items. Organizational buying refers to the decision-making process formal organizations use to identify, evaluate and select products and suppliers. The document outlines factors that influence consumer behavior such as social, cultural, personal, psychological factors and marketing factors. It also discusses the different types of buying decisions and roles involved in organizational purchases.
This document discusses consumer behavior and its importance for marketers. It defines consumer behavior as the process people go through to search for, select, purchase, use, and dispose of products and services. Consumer behavior is influenced by various systematic factors and differs between individuals and products. It is vital for marketers to understand consumer behavior in order to better target consumers and improve products and services. Studying consumer behavior allows marketers to gain insights into attitudes, culture, lifestyles, experiences, and decision making that influence product use.
Consumer behavior refers to how individuals make purchase decisions based on psychological, social, and economic factors. Businesses study consumer behavior to develop effective marketing strategies by understanding target audiences. Consumer behavior is influenced by needs, perceptions, attitudes, motivations, and social influences. It involves a complex decision-making process. Businesses analyze consumer behavior to forecast demand, manage marketing, select target markets, optimize their marketing mix, educate customers, and design product portfolios that satisfy consumer preferences.
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
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
An PPT on Consumer Behaviour and Market SegmentationMOHD AMAAN HASAN
This document provides information about consumer behavior and market segmentation. It lists the names of students and their teacher. It then defines consumer behavior and explains why understanding it is important for marketers. It discusses the four types of consumer behavior and different factors that influence consumer decisions. The document also defines market segmentation and explains the need for it and its benefits. It describes different types of market segmentation including demographic, psychographic, behavioral, and geographic segmentation. Finally, it discusses the importance of conducting a consumer behavior audit to understand internal and external influences on consumers.
Consumer behavior and advertising researchZaibunnisa73
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.
1. Consumer behavior involves a complex decision-making process where consumers search for information, evaluate alternatives, and decide on products or services to purchase. It is influenced by psychological, social, cultural and personal factors.
2. The consumer decision-making process typically involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Multiple parties like influencers, gatekeepers, initiators, and deciders may be involved in the purchase decision.
3. Market segmentation involves dividing the market into distinct groups based on variables like demographics, behaviors, or benefits sought. Marketers then target specific segments and position their products accordingly to appeal to those segments.
This document provides an overview of buyer behavior and consumer behavior concepts. It defines consumer behavior as the study of how consumers select, buy, use, and dispose of goods and services. Understanding consumer behavior is important for businesses for several reasons, including shaping organizational fortunes, regulating consumption, developing marketing strategies, and formulating production policies. The document also discusses different types of consumer behaviors such as complex buying behavior, dissonance reduction behavior, variety seeking behavior, and habitual buying behavior. Overall, the key points are that consumer behavior research is important for marketing management and product development to understand customers' needs and provide satisfactory goods and services.
This document provides an introduction to consumer behaviour. It discusses that consumer behaviour involves how consumers acquire, consume and dispose of products based on internal and external factors. It outlines the consumer decision making process which involves problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also discusses how marketers analyze consumer behaviour through understanding the consumer, competition, company and market conditions in order to segment markets and develop effective marketing strategies.
The document discusses consumer behavior, defining it as the study of how individuals make decisions to spend resources on consumption. Consumer behavior is influenced by internal factors like cognition, affect, and behavior as well as external environmental factors. It is a complex process that marketers must understand in order to effectively segment, target, position, and design products for consumers. The key is providing value to satisfy consumer needs and wants better than competitors. Studying consumer behavior helps marketers analyze opportunities and threats, implement marketing strategies, and improve standards of living through consumption.
The document discusses various topics related to consumer behavior including the difference between consumer and organizational buying, factors that influence consumer behavior, and the importance of understanding consumer behavior for marketing and public policy decisions. It provides definitions of key terms, describes the consumer decision making process, and explains how knowledge of consumer behavior can benefit companies, regulators, and social marketing programs.
This document provides an introduction to buyer behavior from Dr. Brian Monger. It discusses MAANZ International, the organization that published the document, and outlines key concepts in buyer behavior research. Buyer behavior is studied from various perspectives, including psychology, sociology, and economics. Researchers examine what people buy, why, when, where, how often, and how they use products. Buyer behavior analysis informs product development and market segmentation strategies.
This document provides an overview of a study session on consumer behavior. It includes an agenda covering topics such as the application of consumer behavior, market segmentation, purchasing behavior, consumer motivation, and social groups. The introduction defines consumer behavior as the study of how consumers think, feel, reason, and are influenced by their environment when making decisions. It also explains how understanding consumer behavior can help marketers improve their strategies. Later sections discuss market research, marketing philosophies like the production and marketing concepts, and theories of motivation and consumer decision making.
This document provides an introduction to consumer behavior. It defines consumer behavior as the actions and decision-making processes of individuals who purchase goods and services for personal use. It also defines a customer as someone who purchases products, while a consumer is the end user of goods and services. The document discusses the nature and characteristics of Indian consumers, noting they are a heterogeneous group with a young demographic, aspirational nature, value consciousness, and diversity in religion, dress, food, and more. It also outlines factors that influence consumer behavior like personality, motivation, family, culture and advertising.
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.
This document discusses various concepts related to consumer behaviour. It defines consumer behaviour as activities involved in evaluating, acquiring, using, and disposing of products and services. It discusses different types of problem solving approaches consumers may take - extensive problem solving when unfamiliar with a product category, limited problem solving when familiar with a category but not brands, and routinized problem solving for routine purchases. The document also outlines factors that influence consumer behaviour like involvement, reference groups, personality and lifestyle. It compares traditional marketing concepts with value-focused marketing and discusses roles in consumer decision making.
This document defines key concepts related to consumer behavior and social/societal marketing. It defines a consumer as a purchaser of goods for personal use, and discusses different types of buyers like loyal, opportunistic, and creative buyers. Social marketing is defined as using marketing principles to influence behaviors that benefit society, like public health campaigns. The four P's of social marketing are discussed as well as examples like vaccination programs. Societal marketing balances company profits, consumer wants, and societal interests through sustainable practices.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as the actions and decisions of individuals when selecting and disposing of products. Key factors that influence consumer behavior include marketing mix factors like product, price, place and promotion as well as personal, psychological, social and cultural factors. The stages of the consumer buying decision process are also outlined as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
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Similar to presentation_consumer_behaviour 35th batch.ppt
The document discusses consumer behavior and provides definitions and explanations of key concepts. It defines a consumer as a person who makes purchase decisions for personal use based on preferences, beliefs, and needs. Understanding consumer behavior allows firms to develop products that meet consumer needs and wants, thereby increasing sales and profits. The document also outlines the consumer research process and different methods used, including secondary research, qualitative and quantitative primary research, and different data collection tools.
The document discusses consumer behavior and organizational buying. It defines consumer behavior as how individuals make decisions to spend resources on consumption items. Organizational buying refers to the decision-making process formal organizations use to identify, evaluate and select products and suppliers. The document outlines factors that influence consumer behavior such as social, cultural, personal, psychological factors and marketing factors. It also discusses the different types of buying decisions and roles involved in organizational purchases.
This document discusses consumer behavior and its importance for marketers. It defines consumer behavior as the process people go through to search for, select, purchase, use, and dispose of products and services. Consumer behavior is influenced by various systematic factors and differs between individuals and products. It is vital for marketers to understand consumer behavior in order to better target consumers and improve products and services. Studying consumer behavior allows marketers to gain insights into attitudes, culture, lifestyles, experiences, and decision making that influence product use.
Consumer behavior refers to how individuals make purchase decisions based on psychological, social, and economic factors. Businesses study consumer behavior to develop effective marketing strategies by understanding target audiences. Consumer behavior is influenced by needs, perceptions, attitudes, motivations, and social influences. It involves a complex decision-making process. Businesses analyze consumer behavior to forecast demand, manage marketing, select target markets, optimize their marketing mix, educate customers, and design product portfolios that satisfy consumer preferences.
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
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
An PPT on Consumer Behaviour and Market SegmentationMOHD AMAAN HASAN
This document provides information about consumer behavior and market segmentation. It lists the names of students and their teacher. It then defines consumer behavior and explains why understanding it is important for marketers. It discusses the four types of consumer behavior and different factors that influence consumer decisions. The document also defines market segmentation and explains the need for it and its benefits. It describes different types of market segmentation including demographic, psychographic, behavioral, and geographic segmentation. Finally, it discusses the importance of conducting a consumer behavior audit to understand internal and external influences on consumers.
Consumer behavior and advertising researchZaibunnisa73
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.
1. Consumer behavior involves a complex decision-making process where consumers search for information, evaluate alternatives, and decide on products or services to purchase. It is influenced by psychological, social, cultural and personal factors.
2. The consumer decision-making process typically involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Multiple parties like influencers, gatekeepers, initiators, and deciders may be involved in the purchase decision.
3. Market segmentation involves dividing the market into distinct groups based on variables like demographics, behaviors, or benefits sought. Marketers then target specific segments and position their products accordingly to appeal to those segments.
This document provides an overview of buyer behavior and consumer behavior concepts. It defines consumer behavior as the study of how consumers select, buy, use, and dispose of goods and services. Understanding consumer behavior is important for businesses for several reasons, including shaping organizational fortunes, regulating consumption, developing marketing strategies, and formulating production policies. The document also discusses different types of consumer behaviors such as complex buying behavior, dissonance reduction behavior, variety seeking behavior, and habitual buying behavior. Overall, the key points are that consumer behavior research is important for marketing management and product development to understand customers' needs and provide satisfactory goods and services.
This document provides an introduction to consumer behaviour. It discusses that consumer behaviour involves how consumers acquire, consume and dispose of products based on internal and external factors. It outlines the consumer decision making process which involves problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also discusses how marketers analyze consumer behaviour through understanding the consumer, competition, company and market conditions in order to segment markets and develop effective marketing strategies.
The document discusses consumer behavior, defining it as the study of how individuals make decisions to spend resources on consumption. Consumer behavior is influenced by internal factors like cognition, affect, and behavior as well as external environmental factors. It is a complex process that marketers must understand in order to effectively segment, target, position, and design products for consumers. The key is providing value to satisfy consumer needs and wants better than competitors. Studying consumer behavior helps marketers analyze opportunities and threats, implement marketing strategies, and improve standards of living through consumption.
The document discusses various topics related to consumer behavior including the difference between consumer and organizational buying, factors that influence consumer behavior, and the importance of understanding consumer behavior for marketing and public policy decisions. It provides definitions of key terms, describes the consumer decision making process, and explains how knowledge of consumer behavior can benefit companies, regulators, and social marketing programs.
This document provides an introduction to buyer behavior from Dr. Brian Monger. It discusses MAANZ International, the organization that published the document, and outlines key concepts in buyer behavior research. Buyer behavior is studied from various perspectives, including psychology, sociology, and economics. Researchers examine what people buy, why, when, where, how often, and how they use products. Buyer behavior analysis informs product development and market segmentation strategies.
This document provides an overview of a study session on consumer behavior. It includes an agenda covering topics such as the application of consumer behavior, market segmentation, purchasing behavior, consumer motivation, and social groups. The introduction defines consumer behavior as the study of how consumers think, feel, reason, and are influenced by their environment when making decisions. It also explains how understanding consumer behavior can help marketers improve their strategies. Later sections discuss market research, marketing philosophies like the production and marketing concepts, and theories of motivation and consumer decision making.
This document provides an introduction to consumer behavior. It defines consumer behavior as the actions and decision-making processes of individuals who purchase goods and services for personal use. It also defines a customer as someone who purchases products, while a consumer is the end user of goods and services. The document discusses the nature and characteristics of Indian consumers, noting they are a heterogeneous group with a young demographic, aspirational nature, value consciousness, and diversity in religion, dress, food, and more. It also outlines factors that influence consumer behavior like personality, motivation, family, culture and advertising.
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.
This document discusses various concepts related to consumer behaviour. It defines consumer behaviour as activities involved in evaluating, acquiring, using, and disposing of products and services. It discusses different types of problem solving approaches consumers may take - extensive problem solving when unfamiliar with a product category, limited problem solving when familiar with a category but not brands, and routinized problem solving for routine purchases. The document also outlines factors that influence consumer behaviour like involvement, reference groups, personality and lifestyle. It compares traditional marketing concepts with value-focused marketing and discusses roles in consumer decision making.
This document defines key concepts related to consumer behavior and social/societal marketing. It defines a consumer as a purchaser of goods for personal use, and discusses different types of buyers like loyal, opportunistic, and creative buyers. Social marketing is defined as using marketing principles to influence behaviors that benefit society, like public health campaigns. The four P's of social marketing are discussed as well as examples like vaccination programs. Societal marketing balances company profits, consumer wants, and societal interests through sustainable practices.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as the actions and decisions of individuals when selecting and disposing of products. Key factors that influence consumer behavior include marketing mix factors like product, price, place and promotion as well as personal, psychological, social and cultural factors. The stages of the consumer buying decision process are also outlined as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
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milvus, unstructured data, vector database, zilliz, cloud, vectors, python, deep learning, generative ai, genai, nifi, kafka, flink, streaming, iot, edge
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data LakeWalaa Eldin Moustafa
Dynamic policy enforcement is becoming an increasingly important topic in today’s world where data privacy and compliance is a top priority for companies, individuals, and regulators alike. In these slides, we discuss how LinkedIn implements a powerful dynamic policy enforcement engine, called ViewShift, and integrates it within its data lake. We show the query engine architecture and how catalog implementations can automatically route table resolutions to compliance-enforcing SQL views. Such views have a set of very interesting properties: (1) They are auto-generated from declarative data annotations. (2) They respect user-level consent and preferences (3) They are context-aware, encoding a different set of transformations for different use cases (4) They are portable; while the SQL logic is only implemented in one SQL dialect, it is accessible in all engines.
#SQL #Views #Privacy #Compliance #DataLake
Analysis insight about a Flyball dog competition team's performanceroli9797
Insight of my analysis about a Flyball dog competition team's last year performance. Find more: https://github.com/rolandnagy-ds/flyball_race_analysis/tree/main
Orchestrating the Future: Navigating Today's Data Workflow Challenges with Ai...Kaxil Naik
Navigating today's data landscape isn't just about managing workflows; it's about strategically propelling your business forward. Apache Airflow has stood out as the benchmark in this arena, driving data orchestration forward since its early days. As we dive into the complexities of our current data-rich environment, where the sheer volume of information and its timely, accurate processing are crucial for AI and ML applications, the role of Airflow has never been more critical.
In my journey as the Senior Engineering Director and a pivotal member of Apache Airflow's Project Management Committee (PMC), I've witnessed Airflow transform data handling, making agility and insight the norm in an ever-evolving digital space. At Astronomer, our collaboration with leading AI & ML teams worldwide has not only tested but also proven Airflow's mettle in delivering data reliably and efficiently—data that now powers not just insights but core business functions.
This session is a deep dive into the essence of Airflow's success. We'll trace its evolution from a budding project to the backbone of data orchestration it is today, constantly adapting to meet the next wave of data challenges, including those brought on by Generative AI. It's this forward-thinking adaptability that keeps Airflow at the forefront of innovation, ready for whatever comes next.
The ever-growing demands of AI and ML applications have ushered in an era where sophisticated data management isn't a luxury—it's a necessity. Airflow's innate flexibility and scalability are what makes it indispensable in managing the intricate workflows of today, especially those involving Large Language Models (LLMs).
This talk isn't just a rundown of Airflow's features; it's about harnessing these capabilities to turn your data workflows into a strategic asset. Together, we'll explore how Airflow remains at the cutting edge of data orchestration, ensuring your organization is not just keeping pace but setting the pace in a data-driven future.
Session in https://budapestdata.hu/2024/04/kaxil-naik-astronomer-io/ | https://dataml24.sessionize.com/session/667627
End-to-end pipeline agility - Berlin Buzzwords 2024Lars Albertsson
We describe how we achieve high change agility in data engineering by eliminating the fear of breaking downstream data pipelines through end-to-end pipeline testing, and by using schema metaprogramming to safely eliminate boilerplate involved in changes that affect whole pipelines.
A quick poll on agility in changing pipelines from end to end indicated a huge span in capabilities. For the question "How long time does it take for all downstream pipelines to be adapted to an upstream change," the median response was 6 months, but some respondents could do it in less than a day. When quantitative data engineering differences between the best and worst are measured, the span is often 100x-1000x, sometimes even more.
A long time ago, we suffered at Spotify from fear of changing pipelines due to not knowing what the impact might be downstream. We made plans for a technical solution to test pipelines end-to-end to mitigate that fear, but the effort failed for cultural reasons. We eventually solved this challenge, but in a different context. In this presentation we will describe how we test full pipelines effectively by manipulating workflow orchestration, which enables us to make changes in pipelines without fear of breaking downstream.
Making schema changes that affect many jobs also involves a lot of toil and boilerplate. Using schema-on-read mitigates some of it, but has drawbacks since it makes it more difficult to detect errors early. We will describe how we have rejected this tradeoff by applying schema metaprogramming, eliminating boilerplate but keeping the protection of static typing, thereby further improving agility to quickly modify data pipelines without fear.
The Ipsos - AI - Monitor 2024 Report.pdfSocial Samosa
According to Ipsos AI Monitor's 2024 report, 65% Indians said that products and services using AI have profoundly changed their daily life in the past 3-5 years.
2. Objectives
• Developing an understanding of the internal and
external influences which shape the behaviour
of both consumer and organisational buyers
• Identifying the discrete stages of the buying
process undertaken by consumers and
organisational buyers
• Appreciating how an understanding of buyer
behaviour can be used in market segmentation
and target marketing and
3. Why do we need to study
Consumer Behaviour
•Because no longer
can we take the
customer/consumer
for granted.
sanjeev sahani
4. • All managers must become
astute (intelligent/smart)
analysts of consumer
motivation and behaviour
sanjeev sahani
5. DEFINITION
• Consumer Behaviour may be defined as the
decision process and physical activity individuals
engage in when evaluating , acquiring, using or
disposing of goods and services.
• According to Belch and Belch "consumer
behaviour is the process and activities people
engage in when searching for,
selecting,purchasing, using, evaluating and
disposing of products and services so as to
satisfy their needs and desires".
6. Nature of Consumer Behaviour
• Systematic process : Consumer behaviour is a
systematic process relating to buying decisions
of the customers. The buying process consists
of the following steps :
• Need identification to buy the product
• Information search relating to the product
• Listing and evaluating the alternatives
• Purchase decision
• Post purchase evaluation by the marketer
sanjeev sahani
7. Nature of Consumer Behaviour
• Influenced by various factors: Consumer
behaviour is influenced by a number of factors
the factors that influence consumers include
marketing, personal, psychological, situational,
social and cultural etc.
• Different for different customers : All
consumers do not behave in the same manner.
Different consumers behave differently. The
different in consumer behaviour is due to
individual factors such as nature of the
consumer's lifestyle, culture etc.
8. Nature of Consumer Behaviour
• Different for different products : Consumer behaviour is
different for different products there are some consumers
who may buy more quantity of certain items and very low
quantity of some other items.
• Vary across regions : The consumer behaviour vary
across States, regions and countries. For instance, the
behaviour of urban consumers is different from that of
rural consumers. normally rural consumers are
conservative (traditional) in their buying behaviour
9. Nature of Consumer Behaviour
• Vital for marketers : Marketers need to have a good
knowledge of consumer behaviour they need to study
the various factors that influence consumer behaviour of
the target customers. The knowledge of consumer
behaviour enables marketers to take appropriate
marketing decisions.
• Reflect status : Consumer buying behaviour is not only
influenced by status of a consumer coma but it also
reflect it. Those consumers who owned luxury cars,
watches and other items are considered by others as
persons of higher status.
10. Nature of Consumer Behaviour
• Result in spread effect : Consumer behaviour as
a spread effect. The buying behaviour of one
person may influence the buying behaviour of
another person. For instance, a customer may
always prefer to buy premium brands of clothing,
watches and other items etc. This may influence
some of his friends, neighbours and colleagues.
This is one of the reasons why marketers use
celebrities like Shahrukh Khan, sachin to
endorse their brands.
11. Nature of Consumer Behaviour
• Undergoes a change : The consumer
behaviour undergoes a change over a
period of time depending upon
changes in age , education and income
level etc, for example, kids may prefer
colourful dresses but as they grow up
as teenagers and young adults, they
may prefer trendy clothes.
sanjeev sahani
12. Nature of Consumer Behaviour
• Information search : Search for information is a
common consumer behaviour. Consumers cannot
purchase goods and services if they are unaware
that a good or service exists. When a consumer
decides to buy a certain item, his decision must be
based on the information he has gathered about
what products our services are available to fulfill his
needs. There might be a product available that would
be better suited to the consumers needs, but if he is
unaware of product, he will not buy it.
13. Nature of Consumer Behaviour
• Brand loyalty : Brand loyalty is another
characteristic of consumer behaviour. Brand loyalty
is the tendency of a consumer to buy product
products or services from a certain company that
one likes or equates with having high quality goods
and services. For example, if Naina's first car was a
Honda as a teenager and the car lasted 200,000
miles, she might have a tendency to buy hondas
again in the future due to her previous positive
experience. This brand loyalty may be so strong that
she forgoes the information search all together when
considering for next vehicle.
•
14. Scope of Consumer Behaviour
1) Consumer behaviour and marketing management
2) Consumer behaviour and non profit and social
marketing
3) Consumer behaviour and government decision
making
i) Government services
ii) consumer protection
4) Consumer behaviour and demarketing
5) Consumer behaviour and consumer education
15. Scope of Consumer Behaviour
• 1) Consumer behaviour and marketing management :
Effective business managers realise the importance
of marketing to the success of their firm. A sound
understanding of consumer behaviour is essential to
the long run success of any marketing program. In
fact, it is seen as a corner stone of the Marketing
concept, an important orientation of philosophy of
many marketing managers. The essence of the
Marketing concept is captured in three
interrelated orientations consumers needs and
wants, company integrated strategy.
16. Scope of Consumer Behaviour
• Consumer behaviour and non profit and social
marketing : In today's world even the non-profit
organisations like government agencies, religious
sects, universities and charitable institutions have to
market their services for ideas to the "target group
of consumers or institution." At other times these
groups are required to appeal to the general public
for support of certain causes or ideas. Also they
make their contribution towards eradication of the
problems of the society. Thus a clear understanding
of the consumer behaviour and decision making
process will assist these efforts.
17. Scope of Consumer Behaviour
• 3) Consumer behaviour and government decision
making : In recent years the relevance of consumer
behaviour principles to government decision
making. Two major areas of activities have been
affected:
• i) Government services: It is increasingly and that
government provision of public services can benefit
significantly from an understanding of the
consumers, or users, of these services.
• ii) consumer protection: Many Agencies at all levels
of government are involved with regulating business
practices for the purpose of protecting consumers
welfare.
18. Scope of Consumer Behaviour
• Consumer behaviour and demarketing: It has become
increasingly clear that consumers are entering an era of
scarcity in terms of some natural gas and water. These
scarcities have led to promotions stressing conservation
rather than consumption. In other circumstances,
consumers have been encouraged to decrease or stop their
use of particular goods believed to have harmful effects.
Programs designed to reduce drug abuse, gambling, and
similar types of conception examples. These actions have
been undertaken by government agencies non profit
organisations, and other private groups. The term
"demarketing" refers to all such efforts to encourage
consumers to reduce their consumption of a particular
product or services.
19. Scope of Consumer Behaviour
• 5) Consumer behaviour and consumer education:
Consumer also stands to benefit directly from orderly
investigations of their own behaviour. This can occur on an
individual basis or as part of more formal educational
programs. For example, when consumers learn that a large
proportion of the billions spend annually on grocery
products is used for impulse purchases and not spend
according to pre planned shopping list, consumers may be
more willing to plan effort to save money. In general, as
marketers that can influence consumers' purchases,
consumers have the opportunity to understand better how
they affect their own behaviour.
20. Importance of consumer behaviour:
• 1) production policies
• 2) Price policies
• 3) Decision regarding channels of distribution
• 4) Decision regarding sales promotion
• 5) Exploiting marketing opportunities
• 6) Consumer do not always act or react predictably
• 7) Highly diversified consumer preferences
• 8) Rapid introduction of new products
• 9) Implementing the "Marketing concept":
21. Applications of consumer behaviour
• 1) Analysing market opportunity: Consumer
behaviour study help in identifying the
unfulfilled needs and wants of consumers.
This requires examining the friends and
conditions operating in the Marketplace,
consumers lifestyle, income levels and
energy influences. This may reveal
unsatisfied needs and wants. Mosquito
repellents have been marketed in response
to a genuine and unfulfilled consumer need.
22. Applications of consumer behaviour
• 2) Selecting target market: Review of market
opportunities often helps in identifying district
consumer segments with very distinct and unique
wants and needs. Identifying these groups, behave
and how they make purchase decisions enable the
marketer to design and market products or services
particularly suited to their wants and needs. For
example, please sleep revealed that many existing
and potential shampoo users did not want to buy
shampoo fax price at rate 60 for more and would
rather prefer a low price package containing enough
quantity for one or two washers. This finding LED
companies to introduce the shampoos sachet, which
become a good seller.
23. Applications of consumer behaviour
3) Marketing-mix decisions: Once unsatisfied needs
and wants are identified, the marketer has to
determine the right mix of product, price,
distribution and promotion. Where too, consumer
behaviour study is very helpful in finding answers to
many perplexing questions.
The factors of marketing mix decisions are:
i) product ii) price iii) promotion iv) distribution
24. Applications of consumer behaviour
• 4) Use in social and non profits
marketing: Consumer behaviour
studies are useful to design marketing
strategies by social, governmental and
not for profit organisations to make
their programmes more effective such
as family planning, awareness about
AIDS.
•
25. Can Marketing be standardised?
• No.
Because
cross - cultural
styles,
habits,
tastes,
prevents such standardisation
sanjeev sahani
26. Factors affecting Consumer
Behavior
• The behaviour of buyers is the product of
two broad categories of influence; these
are endogenous factors (i.e. those internal
to the individual) and exogenous factors
(i.e. those external to the individual)
Whilst these are variables that are largely outside the direct
control of marketing
managers, an understanding of them can be harnessed to
great effect.
sanjeev sahani
31. Exogenous (External )influences
on buyer behaviour
• Factors which are external to the individual
but have a substantial impact upon his/her
behaviour are social and cultural in nature.
• These include culture, social class or
status, reference groups and family
membership.
32. • Culture
• Culture is perhaps the most fundamental
and most pervasive external influence on
an individual's behaviour, including his/her
buying behaviour. Culture has been
defined as:
• “…the complex of values, ideas, attitudes
and other meaningful symbols created by
people to shape human behaviour and the
artifacts of that behaviour as they are
transmitted from one generation to the
next.”
sanjeev sahani
33. • Three key aspects of culture are brought out by
this definition.
• First, culture is created by people. The
behavioural patterns, ideas, economic and
social activities and artifacts of a people's
forebears shapes the culture of today.
• Second, culture is enduring. It evolves over time
but is stable in the short to medium term and is
in fact passed, largely intact, from generation to
generation. In particular, the values of the
society tend to be enduring.
• Third, cultural influences have both tangible and
intangible results. For instance, language and
patterns of speech are products of culture and
are observable. Basic beliefs and values are
also the outcome of the cultural environment
within which a person lives but these mental
phenomena are intangible outcomes.
sanjeev sahani
34. Social status
• Social class or social status is a powerful tool for
segmenting markets.
• Empirical research suggests that people from the same
social group tend to have similar opportunities, live in
similar types of housing, in the same areas, by similar
products from the same types of outlets and generally
conform to similar styles of living.
• At the same time, whilst people within the same social
category exhibit close similarities to one another, there
are usually considerable differences in consumption
behaviour between social groups.
• The variables used to stratify a population into social
classes or groups normally include income, occupation,
education and lifestyle.
sanjeev sahani
35. Reference groups
• People are social animals who tend to live in groups.
The group(s) to which a person belongs exerts an
influence upon the behaviour, beliefs and attitudes of its
members by communicating norms and expectations
about the roles they are to assume.
• Thus, an individual will refer to others with respect to:
‘correct’ modes of dress and speech; the legitimacy of
values, beliefs and attitudes; the appropriateness of
certain forms of behaviour, and also on the social
acceptability of the consumption of given products and
services.
• These “others' constitute reference groups. Reference
groups provide a standard of comparison against which
an individual can judge his/her own attitudes, beliefs and
behaviour.
sanjeev sahani
36. Three reference Groups
• a group to which an individual belongs
(also known as a peer group)
• a group to which an individual aspires, and
• a group whose perspective has been
adopted by the individual
sanjeev sahani
37. Reference groups have only the weakest
influence on buying behaviour. The key
difference appears to be the extent to
which a product is used or consumed
publicly. That is, if the product or brand is
evident to those within the reference group
then that group's influence is likely to
stronger with regard to purchasing
behaviour.
sanjeev sahani
38. Endogenous(Internal) influences
on buyer behaviour
• Endogenous influences are those which
are internal to the individual. These are
psychological in nature and include needs
and motives, perceptions, learning
processes, attitudes, personality type and
self-image.
sanjeev sahani
39. Needs and motives
• When an individual recognises that he/she has a
need, this acts to trigger a motivated state. Need
recognition occurs when the individual becomes
aware of a discrepancy between his/her actual
state and some perceived desired state. Once
the need is recognised then the individual
concerned will form a motive. A motive may be
defined as an impulse to act in such a way as to
bring about the meeting of a specific need.
sanjeev sahani
40. Perceptions
• Whereas motivation is a stimulus to action, how an
individual perceives situations, products, promotional
messages, and even the source of such messages,
largely determines how an individual acts. A basic
definition of perception would be ‘how people see
things’. Berelson and Steiner5 have defined perception
more formally as:
• “…the process by which an individual selects, organizes,
and interprets information inputs to create a meaningful
picture of the world.”
• Individuals can have vastly differing interpretations of the
same situation. Whilst all human beings receive
information through the same five senses-vision,
hearing, smell, taste and touch the extent to which they
attend to a piece of information, how they organise that
information and how information is interpreted tends to
differ.
sanjeev sahani
41. Age and life-cycle stage
• Consumer purchases are influenced by
age and by the stage in the family life-
cycle. Thus, a two-year old will have
different requirements from a middle-aged
person, and a 24-year-old person, married
with young children, will buy with a
different set of priorities when compared
with a 24-year-old single person.
In different countries the age composition
varies..
sanjeev sahani
42. Gender
The roles and status associated with men
and women vary within most cultures and
between cultures. You need to be aware
of these differences and of the way in
which changes are occurring.
sanjeev sahani
43. Selective attention:
• All people are daily bombarded by stimuli, both
commercial and non-commercial. People simply
cannot pay attention to all these messages and
therefore they develop mechanisms to reduce
the amount of information that they actually
process.
• People pay attention to stimuli which meet an
immediate need. Thus a farmer within whose
district poultry have been reported as suffering
from Newcastle disease will be especially
attentive to messages relating to the prevention
of this affliction in his/her ostrich flock.
sanjeev sahani
44. Learning
• Much of human behaviour is learned. The
evidence of learning is a change in a person's
behaviour as a result of experience. Theory
suggests that learning is the product of
interactions between drives, stimuli, cues,
responses and reinforcement. For instance, a
farmer may have a strong drive towards
increasing his/her productivity.
sanjeev sahani
45. • A farmer may see the adoption of a newly
available two-wheeled tractor as a way of
increasing his/her productivity to the extent
required. The encouragement of the farmer's
neighbours, and perhaps his/her village
headman, seeing the same type of tractor
operating successfully on a neighbouring farm,
receiving visits from salesmen and reading
promotion literature are all cues that can
impinge upon the farmer's impulse to invest in a
two-wheeled tractor.
sanjeev sahani
46. Attitudes
four fundamental characteristics of attitudes
1) First thing is that attitudes are enduring. They
may change over time but they tend to be
reasonably stable in the short to medium term.
2) Stresses that attitudes are learned from the
individual's own experience and/or from what
they read or hear from others.
3) Third, that attitudes precede and impact upon
behaviour. Attitudes reflect an individual's
characters towards another person, an event,
product or other object. A person may be either
favourably or unfavourably predisposed
towards an object;
sanjeev sahani
47. • . A consumer may be unfavourably
predisposed towards locally manufactured
dairy products because of dissatisfaction
in the past with the quality of a specific
type of cheese and with the shelf-life of
fresh milk from the country's Dairy
Produce Board. The negative experience
of the consumer, which relates to very
specific products, is readily transferred to
all other dairy products marketed by the
Board and the consumer exhibits a
preference for imported dairy products.
sanjeev sahani
48. Personality and self-concept
• Individuals tend to perceive other human beings
as ‘types of persons’. There are, for example,
people perceived to be nervous types, ambitious
types, self-confident types, introverts, extroverts,
the timid, the bold, the self-deprecating, and so
on. These are personality traits. Like attitudes,
personality traits serve to bring about a
consistency in the behaviour of an individual
with respect to his/her environment.
sanjeev sahani
49. • . An individual's self-image is how he/she
sees him/herself. Self-image is a fusion of
how a person would ideally like to be, the
way a person believes others see him/her
and how a person actually is.
• For the marketer the importance of self-
images rests in the opportunities to relate
product characteristics to these images.
• The promotional campaign would focus
on the congruence between the self-image
and the product image, i.e. a
sophisticated, more refined product for a
sophisticated, more refined consumer.
sanjeev sahani
53. Problem recognition
• The buying process begins with a recognition on the part
of an individual or organisation that they have a problem
or need. The farmer recognises that he/she is
approaching a new cultivation season and requires seed;
a grain trading company realises that stocks are
depleted but demand is rising and therefore wheat, rice
and maize must be procured; a rural family is expecting
an important guest who must be honoured by the
slaughter and preparation of a goat for a feast.
• Problems and needs can be triggered by either internal
or external stimuli. A poor peasant family may purchase
a goat, which they can ill-afford, either because they
have an innate sense of hospitality (internal stimulus) or
because social convention dictates that a goat be
procured and prepared for special visitors (external
stimulus).
sanjeev sahani
54. • Marketing research needs to identify the
stimuli that trigger the recognition of
particular problems and needs .
• The Prosess that occurs whenever the
customer sees a significance between
his/her deisred state of affaires and some
desired ideal state.
sanjeev sahani
55. Information search
• : Information gathering may be passive or active.
Passive information gathering occurs when an individual
or group simply becomes more attentive to a recognised
solution to a given need. That is, he/she exhibits
heightened attention.
• The potential buyer becomes more aware of
advertisements or other messages concerning the
product in question.
• In other circumstances the individual is proactive rather
than reactive with respect to information. A trader who
sees potential in a new vegetable which is being
imported into the country will actively search out
information about the product, sources of supply, prices
and import regulations.
• He/she is likely to converse with other traders, request
literature from potential suppliers, etc.
sanjeev sahani
56. information sources used will fall
into Three categories
• personal sources (family, friends, work
colleagues, neighbours, acquaintances)
• commercial sources (promotional
materials, press releases, technical
journals or consumer magazines,
distributors, packaging)
• public sources (mass media)
sanjeev sahani
57. Evaluation of alternatives
• : The process of evaluating alternatives not only
differs from customer to customer prospective
customer but the individual will also adopt
different processes in accordance with the
situation. It is likely that when making judgments
customers will focus on those product attributes
and features that are most relevant to their
needs at a given point in time. Here, the
marketer can differentiate between those
characteristics which a product must have
before it is allowed to enter the customer's mind
set.
sanjeev sahani
58. • A quite different set of criteria might be
used in deciding between alternative
products and suppliers within the evoked
set e.g. the period of credit given by the
supplier, the ability of the supplier to
deliver the total order in periodic batches
and the reliability of the supplier in the
past.
sanjeev sahani
59. Purchase decision
• At the evaluation stage the prospective customer
will have arrived at a judgment about his/her
preference among the evoked set and have
formed a purchase intention.
• However, two factors can intervene between the
intention and the purchase decision: the attitude
of others and unanticipated events.
• If the attitude of other individuals or
organizations who influence the prospective
customer is strongly negative then the intention
may not be converted to a firm commitment or
decision.
sanjeev sahani
60. • Unanticipated events can also intervene
between intention and action. Whenever human
beings form judgments or seek to make
decisions they invariably make assumptions.
These assumptions are often implicit rather than
explicit.
• A farmer may state an intention to purchase a
mechanical thresher within the next twelve
months but when his/her implicit assumption of
‘a good harvest’ is not realised, due to drought,
the purchase of the machine is postponed.
sanjeev sahani
62. Postpurchase behaviour:
• The process of marketing is not concluded
when a sale is made. Marketing continues
into the post purchase period. The aim of
marketing is not to make a sale but to
create a long term relationship with a
customer. Organizations maintain
profitability and growth through repeat
purchases of their products and services
by loyal customers.
sanjeev sahani
63. • Having procured the product the customer will
experience either satisfaction or dissatisfaction
with his/her purchase.
• The level of satisfaction or dissatisfaction is
largely a function of the congruence between the
buyer's expectations of the product and the
product's perceived performance.
• Buyer expectations of a product are usually
based upon promotional messages from the
product's supplier, family, friends, work
colleagues and, perhaps, professional advisors.
In addition, the buyer's own perceptual
processes influence expectations.
• If the product's perceived performance either
matches or exceeds its expected performance
then the buyer is likely to feel highly satisfied.
sanjeev sahani
64. • Another aspect of postpurchase behaviour that is of
interest to marketers is how the buyer actually uses the
product.
• It is common to find buyers using a product in a different
way from that for which it was either designed or
intended.
• Such deviations can present problems or opportunities to
the product supplier.
• For instance, whilst maize meal is chiefly used as a
foodstuff, consumers discovered that it makes an
excellent cleansing agent for shoes and other items of
clothing when these have become badly stained.
• This new use for the product could represent a
marketing opportunity for a repackaged and repositioned
product.
sanjeev sahani
65. Industrial buyer characteristics
• Individuals who purchase products on behalf of an
enterprise they either own or are employed by have two
distinct sets of goals that they pursue: their own and
those of the organisation.
• As an individual, the industrial buyer enjoys exercising
authority, seeks job satisfaction, the approval and
respect of both peers and superiors and other personal
goals and avoids unnecessarily risky decisions.
• Industrial buyers are also motivated by the desire to
achieve organisational goals such as cost control,
improved efficiency of operations, reliable supplies of
essential inputs, improved product performance and so
on.
sanjeev sahani
66. • An appropriate marketing campaign would
attend to both the buyer's personal and
organisational goals .
• The key elements in this process are as follows.
• (a) Decision-making unit (DMU)
Various people are involved in the buying
process within an organisation. Collectively they
constitute the DMU or buying centre.
• (b) Interaction between buyer and seller
It is quite usual in business-to-business buying
for buyers and sellers to negotiate and influence
each other in determining the form of the final
transaction and other aspects of the interaction.
sanjeev sahani
67. • (c) Major types of buying situation
The numerous types of buying situation
have been grouped into three buy-classes
by a number of writers on business
markets. The three buy-classes are:
• Straight rebuy;
• Modified rebuy;
• New task.
sanjeev sahani
68. GOVERNMENT BUYER
BEHAVIOUR
•
Governments and other governmental
institutions, such as local authorities and
nationalised industries, are important
buyers in most national markets.
• (a) Buying will be a bureaucratic process
• (b) A tender system is usually used
• (c) Political influence
• (e) Types of business and government
buying
sanjeev sahani