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Unit1 consumer behaviour1

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Subhajit Sanyal
Subhajit Sanyal

The document discusses buyer behavior and the buying decision process. It covers different types of consumers and purchasing, as well as influences on buyer behavior. Models of buying behavior are presented, including the black box model showing stimuli influencing decisions. Psychological, personal, social, and situational influences on consumer decisions are outlined. Organizational buying is also discussed, including roles in buying and factors that influence organizational purchase decisions.

EducationTechnology
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Unit1 ,[object Object],[object Object],[object Object]
Week two - learning outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Content of this week’s lecture ,[object Object],[object Object],[object Object],[object Object],[object Object]
Person making buying decision Product purchased or not purchased Product offerings Other stimuli The simple ‘black box’ model of buying behaviour Adcock et al (2001,pp77)
Model of buyer behaviour Marketing stimuli Other stimuli Buyer’s Charact-eristics Buyer’s decision process Buyer’s decisions 4 P’s Econ. Tech. Pol. Cult. Cult. Soc. Pers. Psy. Prob. recog. Info. search Eval. of alt. Purch. decision Post-purch. beh. Pdct. choice Brand choice Dealer choice Purchase timing Purchase amount (Kotler, 2003)
Understanding Customers -Key Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer buying decision process and possible influences on the process Psychological influences ,[object Object],[object Object],[object Object],[object Object],[object Object],Personal influences ,[object Object],[object Object],[object Object],Social influences ,[object Object],[object Object],[object Object],[object Object],[object Object],Consumer buying decision process Evaluation of alternatives Post - purchase evaluation Purchase Information search Problem recognition Feedback
Indian household distribution Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
Urban rural household incomes Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
Occupational income distribution Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
A Hierarchy of Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personal Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Large Group Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Small group influences ,[object Object],[object Object],[object Object],[object Object],[object Object]
Unpredictable’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Purchase situation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Maslow’s Hierarchy
The exchange process in organisational buying Information Product Financial Social Selling company Buying company
Organisational buying decision process and factors that may influence it Decision process Recognise problem Develop product specifications to solve problem Search for products and suppliers Evaluate products and supplies relative to specifications Select and order most appropriate products and supplies Evaluate product and supplier performance Feedback SOURCE: Adapted from Frederick E. Webster, Jr, and Yoram Wind, Organisational Buying Bahaviour (Englewood Cliffs, N.J.: Prentice-Hall, 1972), pp. 33-37. Adapted by permission. Possible influencing factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Environmental Organisational Interpersonal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Individual
Organisational Roles in Buying ,[object Object],[object Object],[object Object],[object Object],[object Object]
Refreshing Break THANK YOU FOR YOUR ATTENTION. Have you prepared your case study?

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Unit1 consumer behaviour1

  • 1.
  • 2.
  • 3.
  • 4. Person making buying decision Product purchased or not purchased Product offerings Other stimuli The simple ‘black box’ model of buying behaviour Adcock et al (2001,pp77)
  • 5. Model of buyer behaviour Marketing stimuli Other stimuli Buyer’s Charact-eristics Buyer’s decision process Buyer’s decisions 4 P’s Econ. Tech. Pol. Cult. Cult. Soc. Pers. Psy. Prob. recog. Info. search Eval. of alt. Purch. decision Post-purch. beh. Pdct. choice Brand choice Dealer choice Purchase timing Purchase amount (Kotler, 2003)
  • 6.
  • 7.
  • 8.
  • 9. Indian household distribution Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
  • 10. Urban rural household incomes Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
  • 11. Occupational income distribution Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 19. The exchange process in organisational buying Information Product Financial Social Selling company Buying company
  • 20.
  • 21.
  • 22. Refreshing Break THANK YOU FOR YOUR ATTENTION. Have you prepared your case study?

Editor's Notes

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