Welcome To The DIGFriday, July 29, 2011
Consumer BehaviorFriday, July 29, 2011
Consumer Behavior DefinedFriday, July 29, 2011
What is Consumer Behavior?             • The study of consumers and the processes they use to             choose, consume,...
Steps of Consumer Decision Making:                   1. Become Aware of a Problem or Opportunity                   2. Sear...
Understanding The BehaviorsFriday, July 29, 2011
To understand consumer behavior,                        experts examine purchase decision                        processes...
In order to understand these influences,                researchers try to ascertain what happens                  inside ...
Two principal ways to evaluate the                  motivation behind consumer purchases:                           Direct...
DIRECTION                                  (What you want)               For example, if a consumer is selecting pain reli...
INTENSITY                                   (How much you want it)                         Refers to whether a consumers i...
CEREAL vs NEW CAR                         The importance of the purchase, as                        well as the risk invol...
So, why is it important to understand                            the behaviors of consumers?Friday, July 29, 2011
Marketers strive to understand this behavior              so they can use this information to:        1. Provide value and...
Result: Increased sales and most importantly                         brand loyalty                        What every brand...
Sharing / Discussing ExperiencesFriday, July 29, 2011
Why do you make                        the purchase decisions                              you make?Friday, July 29, 2011
CoffeeFriday, July 29, 2011
Did you know...                • World coffee production is est. at 120 million bags per year                • 14 billion ...
Grocery StoreFriday, July 29, 2011
Did you know...                        • Total annual sales reach approx. $600 billion                        • 48,000+ it...
A few Brands DiscussedFriday, July 29, 2011
As a consumer, give me your                     reaction to these brands?Friday, July 29, 2011
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Q&A / Wrap UpFriday, July 29, 2011
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Consumer Behavior: Why We Buy What We Buy

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Consumer Behavior: Why We Buy What We Buy

  1. 1. Welcome To The DIGFriday, July 29, 2011
  2. 2. Consumer BehaviorFriday, July 29, 2011
  3. 3. Consumer Behavior DefinedFriday, July 29, 2011
  4. 4. What is Consumer Behavior? • The study of consumers and the processes they use to choose, consume, and dispose of products and services. • Incorporates elements from psychology, sociology, social anthropology and economics. • Essentially, refers to how and why people make the purchase decisions they do.Friday, July 29, 2011
  5. 5. Steps of Consumer Decision Making: 1. Become Aware of a Problem or Opportunity 2. Search for Information 3. Evaluate Alternatives 4. Decide & Purchase 5. Reassess the PurchaseFriday, July 29, 2011
  6. 6. Understanding The BehaviorsFriday, July 29, 2011
  7. 7. To understand consumer behavior, experts examine purchase decision processes, especially any particular triggers that compel consumers to buy a certain product.Friday, July 29, 2011
  8. 8. In order to understand these influences, researchers try to ascertain what happens inside consumers minds and to identify physical and social exterior influences on purchase decisions.Friday, July 29, 2011
  9. 9. Two principal ways to evaluate the motivation behind consumer purchases: Direction – What you want Intensity – How much you want itFriday, July 29, 2011
  10. 10. DIRECTION (What you want) For example, if a consumer is selecting pain reliever, they may like the idea that one pain reliever is cheaper than another, but what they really want is fast pain relief, and will probably pay more if they think the more expensive brand can do that more effectively. Marketers need to understand the principal motivation behind each type of product to correctly target potential consumers.Friday, July 29, 2011
  11. 11. INTENSITY (How much you want it) Refers to whether a consumers interest in a product is compelling enough that they will go out and make the purchase. What can create that kind of intensity?Friday, July 29, 2011
  12. 12. CEREAL vs NEW CAR The importance of the purchase, as well as the risk involved, adds to how much time and effort will be spent evaluating the merits of each product or service under consideration.Friday, July 29, 2011
  13. 13. So, why is it important to understand the behaviors of consumers?Friday, July 29, 2011
  14. 14. Marketers strive to understand this behavior so they can use this information to: 1. Provide value and consumer satisfaction 2. Effectively target consumers 3. Enhance the value of the company 4. Improve products and services 5. Create a competitive advantage 6. Understand how consumers view their products 7. Expand the knowledge base in field of marketing 8. Apply marketing strategies toward a positive affect on societyFriday, July 29, 2011
  15. 15. Result: Increased sales and most importantly brand loyalty What every brand wants!Friday, July 29, 2011
  16. 16. Sharing / Discussing ExperiencesFriday, July 29, 2011
  17. 17. Why do you make the purchase decisions you make?Friday, July 29, 2011
  18. 18. CoffeeFriday, July 29, 2011
  19. 19. Did you know... • World coffee production is est. at 120 million bags per year • 14 billion espresso coffees are consumed in Italy each year • Americans consume 400 million cups of coffee per day • Coffee represents 75% of all caffeine consumed in the U.S. • 35% prefer their coffee black, 65% prefer adding sugar/cream • We’ll wait in line nearly 45 hours this year for our cup of coffeeFriday, July 29, 2011
  20. 20. Grocery StoreFriday, July 29, 2011
  21. 21. Did you know... • Total annual sales reach approx. $600 billion • 48,000+ items on avg. in a grocery store • Consumers make 2.1 trips per week to the grocery store • Avg. grocery shopper takes less than 21 minutes to purchase groceries • On avg. only cover 23% of the store, giving marketers a very limited amount of time to influence shoppers • 59% of all supermarket purchases were unplannedFriday, July 29, 2011
  22. 22. A few Brands DiscussedFriday, July 29, 2011
  23. 23. As a consumer, give me your reaction to these brands?Friday, July 29, 2011
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  37. 37. Q&A / Wrap UpFriday, July 29, 2011

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