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ANALYZING CONSUMER MARKETS
Edgardo V. BasaAteneo Graduate School of Business
December 1, 2009
MARKETING STARTS WITH KNOWING !
OUTLINE
1. Consumer Behavior :The Challenge to understand2. The Whys define the buys3. The finger that triggers to buy.4. The anatomy of buying5. The process called Buying6. The rootword of buying : Influence7. Origins of buying judgments8. The details of buying9. What comes next : The behavior after buying10. What comes last : The behavior of using and disposing
Concept 1
CONSUMER BEHAVIOR: THE CHALLENGE TO UNDERSTAND
KNOW &UNDERSTAND
SERVE !!
Concept 2
THE “ WHYS ” DEFINE “ BUYS”
Culture
Learning
Memories
Perception
Personal
Social
n
External stimuli Arousing the need
+
UNDERSTAND THE FINGERConcept 3
Internal stimuli Needs reaching Threshold= Drive or ( Needs )
External stimuli
Internal stimuli
DriveBUY !!!!!
Influence
UNDERSTAND THE FINGERTHE ANATOMY OF BUYING
CONCEPT 4
Know the problem
Information search
Alternatives evaluation
Purchase decision
Post purchase activities
THE PROCESS CALLED BUYINGCONCEPT 5
Concept 6 and 7
THE ROOT WORD OF BUYING: INFLUENCE
INFLUENCEBeliefs Attitudes
THE DETAILS OF BUYINGConcept 8
preferred brand
quantity
timing
Payment method
Disappointed
Concept 9
Satisfied Delighted
WHAT COMES NEXT ?THE BEHAVIOR AFTER BUYING
Concept 9
WHAT COMES NEXT ? THE BEHAVIOR AFTER BUYING
Post purchase activities
Spread good news
Buy more
Spread bad news
Don’t buy
Get rid : temporarily Get rid: permanently Keep it
Concept 10
THE BEHAVIOR OF USING AND DESPOSINGWHAT COMES LAST ?
Consumer Behavior
Concept 10
CONCLUSION
FROM BEGINNING…. TILL
KNOW THY CUSTOMER
THE END
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