Consumer Decision Making is a complex process but an effort to elaborate with simple examples and utilizing Basis, various internal and external Influences, buying behavior models.
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
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
Identifying Market Segments and Targets
Effective Targeting Requires
Four levels of Micromarketing
What is a Market Segment?
Flexible Marketing Offerings
Preference Segments
Segmenting Consumer Markets
Behavioral Segmentation
The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
Loyalty Status
Segmenting for Business Markets
Steps in Segmentation Process
Effective Segmentation Criteria
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
Identifying Market Segments and Targets
Effective Targeting Requires
Four levels of Micromarketing
What is a Market Segment?
Flexible Marketing Offerings
Preference Segments
Segmenting Consumer Markets
Behavioral Segmentation
The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
Loyalty Status
Segmenting for Business Markets
Steps in Segmentation Process
Effective Segmentation Criteria
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:Consumer behaviour
unit 3: Perception
Faculty Name: Subhangi Ma'am
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.
Family and its Influence : Consumer BehaviorKaushik Deb
With the exception of those very few people who are classified as hermits, most individuals interact with other people on daily basis, especially with members of their own families. The family commonly provides the opportunity for product exposure and trial and imparts consumption values to its members. As a major consumption group, the family is also a prime target for many product and services.
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
Top management always differentiate those who are effective communicators and those who are not. Manager develop the skill of effective Inter-Office communication (Memos, Emails, Proposals, Briefs and Critical Analysis) over a period of time. Effective Memo and proposals bring results and reputation for the writer. Keep practicing and follow the basic rules and you can do it.
Marketing creating and capturing customer valueDr. Ahmad Faraz
The focus of this lecture was to develop and provide an understanding of few basic concepts of marketing. As without those students are unable to understand the subject and its study as it proceeds further. More appropriate for Undergraduates but few topics can be equally helpful for Master students.
Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education. Its an effort to understand Consumer Motivation with human needs, goals and various motives.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
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Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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So is there science behind what makes people absolutely irresistible on camera?
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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The Old Oak - Press Kit - Cannes Film Festival 2023
THE CONSUMER DECISION MAKING
1. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Consumer Decision Making:
Basis, Influences, Models & Process.
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Lecture
3
2. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Why Consumer Buying Decision Process?
How many of you bought something today?
How many have seen or heard an ad today?
How many of you consumed something today?
How many of you engaged in word of mouth about a product or
service today?
3. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
The 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
Definition Consumer Buying Decision Process
Consumer buying behavior is the study of
What, Why, When, Where and How people do
or do not buy a product.
4. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Defining Consumer Buying Decision Process
Consumer Behavior blends elements from
psychology, social anthropology and
economics.
Research has shown that consumer behaviour
is difficult to predict, even for experts in
the field.
Psychology: Study of behavior and mental possess: Human activities
are directed towards meeting certain needs. (Maslow`s Need
Hierarchy)
Social anthropology: Study of people in relation to their culture. Effect
of reference group, society, role in society, etc.
Economics: Study of people’s consumption of goods and service.
Human is a rational buyer who wants to take maximum utility
out of fixed/minimum price.
5. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Maslow Hierarchy of Needs
6. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Basis of Consumer Buying Decisions
- What consumers buy?
- Where they buy?
- When they buy?
- Why they buy?
- How they buy? & how much they buy?
Brands, Showrooms, Discount Outlets, Online, Occasions, Seasons,
Income, Need, Culture, Life Style, Cash, Credit, Sale.
8. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Who is involved in
Consumer Buying Decision Process
The person who suggests buying a product or service.
The initiator:
The person whose point of view or advice will influence the buying
decision. It may be a person outside the group. (singer, athlete, actor, etc.)
but on which group members rely.
The influencer:
The person who will choose which product to buy. In general, it’s the
consumer but in some cases it may be another person.
The decision maker:
The person who will buy the product. Generally,
this will be the final consumer.
The buyer:
9. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Factors Influencing
Consumer Buying Decision Process
Cultural
Social
Economical
Personal
Psychological
10. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Consumer Buying Decision Process
Consumer’s Buyer Behaviour and the resulting purchase decision are strongly influenced by
cultural, social, personal, economic and psychological characteristics. Marketers will be able
to develop suitable marketing mixes to appeal the target customers. Good understanding of
these influencing factors is essential.
CULTURAL factors include a consumer’s culture, subculture and social class. These factors
are often inherent in our values and decision processes.
SOCIAL factors include groups (reference groups, aspirational groups and member
groups), family, roles and status. This explains the outside influences of others on our
purchase decisions either directly or indirectly.
ECONOMIC factors includes consumer’s those are influenced largely by economic factors,
such as disposable income, savings,
PERSONAL factors include such variables as age and lifecycle stage, occupation, economic
circumstances, lifestyle (activities, interests, opinions and demographics), personality and self
concept. These may explain why our preferences often change as our `situation' changes.
PSCHOLOGICAL factors affecting our purchase decision include motivation (Maslow's
hierarchy of needs), perception, learning, beliefs and attitudes.
11. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
CULTURAL Influence in
Consumer Buying Decision Process
• Cultural factors are coming from the different components related
to culture or cultural environment from which the consumer
belongs.
• Culture is crucial when it comes to understanding the needs and
behaviors of an individual.
• An individual will be influenced by his family, his friends, his
cultural environment or society that will “teach” him values.
• Cultural factors plays an important role in the perception, habits,
behavior or expectations of consumers.
• Every society is composed of several sub-cultures. Subcultures are the
nationalities, religions, ethnic groups, age groups, gender of the
individual, etc..
• Subcultures are often considered by the brands for the segmentation of
a market in order to adapt a product or a communication strategy to the
values or the specific needs of this segment.
12. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
CULTURAL factors in
Consumer Buying Decision Process
13. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
SOCIAL Influences in
Consumer Buying Decision Process
• Social classes are groups that form a social hierarchy.
• We usually find similar values, lifestyles, interests and behaviors in
individuals belonging to the same social class, (family, reference
groups).
• We often assume three general categories among social classes :
Lower class, Middle class and Upper class.
14. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
SOCIAL Influences in
Consumer Buying Decision Process
People from different social classes tend to have different
desires and consumption patterns.
Disparities resulting from the difference in their purchasing
power.
Research showed, behavior and buying habits would also be
a way of identification and belonging to its social class.
15. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
ECONOMIC Influences in
Consumer Buying Decision Process
- Income/ disposable income
- Price of product
- Size of family
- Savings
- Consumer credit
- Price of Replacement
- Propensity to consume
- Social Value
The Economic Factor = foundation of a purchasing
decision.
16. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
People can’t buy what they can’t afford no matter how badly
they need it or want it. Affordability is often argued as a matter
of perspective “Creative budgeting”.
ECONOMIC Influences in
Consumer Buying Decision Process
Humans are rational buyer who wants to take maximum utility
out of fixed/ minimum price.
17. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
PERSONAL Influences in
Consumer Buying Decision Process
Age & Life-Cycle Stage
Occupation
Economic Situation
Lifestyle
Personality & Self-
Concept
Decisions and buying behavior are obviously also influenced
by the characteristics of each consumer.
Consumer lifestyle, values, environment, activities, hobbies
and habits evolve with age.
Adopting change in diet from unhealthy products (fast food,
ready meals) to healthier diet.
18. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
PERSONAL Influences in
Consumer Buying Decision Process
During the age 25 to 65 years the social value is more important in the decision making.
19. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
PSYCHOLOGICAL Influences in
Consumer Buying Decision Process
Motivation (inner drive to act n compete)
Perception (interpret stimuli into a meaningful picture)
Learning (permanent change in behavior due to
experience)
Beliefs & attitude (the way we think, feel & act
toward our environment)
Psychological characteristics determines how a person
responds to his or her environment.
Personality is help full in marketing, because no two people are exactly
the same, marketers can look for certain similar personality traits in
different consumers. These consumers can then be grouped together
based on this identified personality.
Product Personality includes: manly, adventurous, sporting, stylish,
mature, etc.
20. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
PERSONAL Influences in
Consumer Buying Decision Process
Motivation is directly related to the need of the consumer.
•Motivation will drive consumers to develop a purchasing
behavior. It is the expression of a need is which became
pressing enough to lead the consumer to want to satisfy it. It
is usually working at a subconscious level and is often difficult
to measure.
•To encourage consumers, brands should try to create, make conscious
or reinforce a need in the consumer’s mind so that they develops a
purchase motivation. Consumer will be much more interested in
considering and buy their products.
•According to research, the type of product they sell and the consumers
they target, pick out the motivation and the need to which their product
respond in order to make them appear as the solution to the consumers’
need.
21. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
PERSONAL Influences in
Consumer Buying Decision Process
• Perception is the process through which an individual
selects, organizes and interprets the information he
receives in order to do something that makes sense.
• The perception of a situation at a given time may decide if
and how the person will act.
• Depending to his experiences, beliefs and personal
characteristics, an individual will have a different perception
from another.
• Each person faces every day tens of thousands of sensory
stimuli (visual, auditory, kinesthetic, olfactory and
gustatory).
• It would be impossible for the brain to process all
consciously. That is why it focuses only on some of them.
22. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
PERSONAL Influences in
Consumer Buying Decision Process
• Learning is through action. When we act, we learn.
• Learning implies a change in the behavior resulting from
the experience. The learning changes the behavior of an
individual as he acquires information and experience.
• For example, if you are sick after drinking milk, you had a
negative experience, you associate the milk with this state
of discomfort and you “learn” that you should not drink milk.
Therefore, you don’t buy milk anymore.
• Rather, if you had a good experience with the product, you
will have much more desire to buy it again next time.
23. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
PERSONAL Influences in
Consumer Buying Decision Process
• Beliefs is a conviction that an individual has on something.
• Through the experience he acquires, his learning and his
external influences (family, friends, etc..), he will develop
beliefs that will influence his buying behavior.
• Attitude can be defined as a feeling, an assessment of an
object or idea and the predisposition to act in a certain way
toward that object. Attitudes allow the individual to develop
a coherent behavior against a class of similar objects or
ideas.
• Beliefs as well as attitudes are generally well-anchored in
the individual’s mind and are difficult to change. For many
people, their beliefs and attitudes are part of their
personality and of who they are.
24. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
PSYCHOLOGICAL Influences in
Consumer Buying Decision Process
Brand personality means assigning characteristics of human
personality to a brand so as to achieve differentiation. These
characteristics signify brand behaviour through individuals
representing the brand.
Personality reflects individual differences:
Personality is consistent and enduring:
Personality is subject to change over time:
Colour can influence our emotions, our actions and how we
respond to various people, things and ideas.
25. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
The family is maybe the most influencing factor for an
individual. It forms an environment of socialization in which
an individual will evolve, shape his personality, acquire
values. But also develop attitudes and opinions on various
subjects such as politics, society, social relations or himself
and his desires.
FAMILY – An Influence in
Consumer Buying Decision Process
But also on his consumer habits, his perception of
brands and the products he buys.
We all kept, for many of us and for some products
and brands, the same buying habits and
consumption patterns that the ones we had known
in our family.
26. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
The position of an individual enjoys within his family, at work, in his
country club, his group of friends, etc.. – All this can be defined in terms
of role and social status.
A social role is a set of attitudes and activities that an individual is
supposed to have and do according to his profession and his position at
work, his position in the family, his gender, etc.. – and expectations of
the people around him.
Social roles & Status – An Influence in
Consumer Buying Decision Process
Social status meanwhile reflects the rank and the
importance of this role in society or in social groups.
Some are more valued than others.
The social role and status profoundly influences the
consumer behavior and his purchasing decisions.
Especially for all the “visible” products from other
people.
27. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
• The lifestyle of an individual includes all of its activities,
interests, values and opinions.
• The lifestyle of a consumer will influence on his behavior
and purchasing decisions.
Life Style – An Influences in
Consumer Buying Decision Process
Example: a consumer with a healthy and balanced lifestyle will
prefer to eat organic products and go to specific grocery stores,
will do some jogging regularly (and therefore will buy shoes,
clothes and specific products), etc..
28. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Classification of consumer
Based on the readiness to try new products
Innovators
Early adopters
Early majority
Late majority
Laggards
29. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Model of Consumer Buying Behavior
30. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Most buying decisions are Emotional ?
Our decisions are
emotional, not logical.
Our emotions drive us to
make those decisions.
All fast decisions are
emotional decisions, less
than 0.1 second.
The outcomes of emotions often confuse us, especially in decision-
making. They seem to defy logic and reason.
Whether it's a personal choice or a strategic business decisions,
emotions often crowd out objectivity.
31. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
5 stage model of
Consumer Buying Decision Process
Need
Recogniti
on
Perceiving a
need
Informatio
n Search
Seeking
value
Alternative
Evaluation
Assessing
value
Purchase
Decision
Buying value
Post
purchase
Behavior
Value in
Usage and
Consumption
32. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Post purchase behavior can be varied?
Satisfied?
Happy?
Delighted?
Unsatisfied?
Unhappy?
Annoyed?
33. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Satisfied?
Happy?
Delighted?
Unsatisfied?
Unhappy?
Annoyed?
Post purchase behavior can be varied?
34. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Buying Behavior Models
Economic Model: Consumers divide their fixed income in a certain
rational way.
Learning Model: The response of satisfaction reinforces the relationship.
Behavior can be manipulated by the drives, stimuli etc.
Psychoanalytical Model: Consumer has the set of deep rooted motives
that drives him to purchase or not to purchase.
Sociological Model: As his role, status, interaction, influence, group
relation, lifestyle, income, occupation, place of residence, social class.
Nicosia Model: A link establishes between consumer and the firm. The
advertising messages of the firm influence the predisposition of the
consumer.
Howard-Sheth Model: consumer receives inputs in the form of stimuli
and ending with purchase.
Must Read from the book to get a detailed overview of these models.
35. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Buying Behavior Model (Summary)
36. 2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Thank you and Good Bye, till next class.
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD