consumer behaviour


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wat affects consumer behaviour......???

consumer behaviour

  1. 1. A presentation on consumer behaviour Presented by: Vandana Chandra MBA IVth Semester
  2. 2. Consumer Buying  Behavior Consumer is a broad label that refers to any individuals or households that use goods and services generated within the economy. A consumer is a person who uses any product or service.  Consumer Buying Behavior refers to the buying behavior of final consumers (individuals & households) who buy goods and services for personal consumption.  Study consumer behavior to answer: “How do consumers respond to marketing efforts the company might use?”
  3. 3. Model of Consumer Product Price Behavior Stimuli Marketing and Other Economic Technological Place Political Promotion Cultural Buyer’s Characteristics Decision Affecting Buyer’s Black Box Consumer Process Behavior Product Choice Purchase Timing Brand Choice Buyer’s Response Purchase Dealer Choice Amount
  4. 4. Factors Affecting Consumer Behavior: Culture  Most basic cause of a person's wants and behavior.  Values  Perceptions Subculture Social Class • Groups of people with shared • People within a social class value systems based on tend to exhibit similar buying common life experiences. behavior. • North Indian Consumers • Occupation • African American Consumers • Income • Asian American Consumers • Education • Mature Consumers • Wealth
  5. 5. Factors Affecting Consumer Behavior: Groups Social Membership • Reference • Family Husband, wife, kids Social Factors • • Influencer, buyer, user Roles and Status
  6. 6. Factors Affecting Consumer Behavior: Personal Personal Influences Age and Family Life Cycle Occupation Stage Economic Situation Personality & Self-Concept Lifestyle Identification Activities Opinions Interests
  7. 7. Factors Affecting Consumer Behavior: Psychological Motivation Beliefs and Psychological Factors Perception Attitudes Learning
  8. 8. Maslow’s Hierarchy of NeedsSelf Actualization (Self-development ) Esteem Needs ( self-esteem, status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst)
  9. 9. Types of Buying Decisions High Low Involvement Involvement Significant differences Complex Variety- between Buying Seeking brands Behavior Behavior Few differences Dissonance- Habitual between Reducing Buying Buying brands Behavior Behavior
  10. 10. The Buyer Decision Process Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior
  11. 11. DECISION MAKING PROCESSES EXTERNAL INFLUENCES Experiences and Acquisitions SITUATIONS Culture Problem Subculture Recognition Demographics Social Status Information Reference Groups Search Family Marketing Activities SELF-CONCEPT Alternative Evaluation Desires and and Selection LIFESTYLE Needs INTERNAL INFLUENCES Outlet Selection Perception and Purchases Learning Memory Post-purchase Motives Processes Personality SITUATIONS Emotions Experiences and Acquisitions Attitudes
  12. 12.  Information search (step:2)  Need recognition  Personal Sources (step:1)  Commercial Sources Difference between an  Public Sources actual state and a desired  Experiential Sources state  Evaluation of alternatives  It is affected by 2 (step:3) factors:  Product attributes 5. Internal Stimuli  Degree of importance 6. External Stimuli  Brand beliefs  Total product satisfaction  Evaluation procedures
  13. 13.  Purchase decision  Post purchase behavior (step:4) (step:5)  Purchase Intention  Consumer’s  Desire to buy the most Expectations of preferred brand Product’s Performance  Product’s Perceived Performance