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8/7/2019 Analyzing Consumer Mkts
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Analyzing ConsumerAnalyzing Consumer
MarketsMarkets
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What Influences ConsumerWhat Influences Consumer
Behavior?Behavior?
Consumer behavior is the study ofConsumer behavior is the study ofhow individuals, groups, andhow individuals, groups, andorganizations select, buy, use, andorganizations select, buy, use, and
dispose of goods, services, ideas, ordispose of goods, services, ideas, orexperiences to satisfy their needsexperiences to satisfy their needsand wants.and wants.
A consumer buying behavior isA consumer buying behavior isinfluenced by cultural, social,influenced by cultural, social,personal and psychologicalpersonal and psychological(processes) factors .(processes) factors .
Cultural factors exert the broadestCultural factors exert the broadest
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1.1. Cultural FactorsCultural Factors
Culture, subculture, and social classCulture, subculture, and social classare particularly important influencesare particularly important influenceson consumer buying behavior.on consumer buying behavior.
Culture is the fundamentalCulture is the fundamentaldeterminant of a persons wants anddeterminant of a persons wants andbehavior.behavior.
A growing child acquires a set ofA growing child acquires a set ofvalues, perceptions, and behaviorsvalues, perceptions, and behaviorsthrough his or her family and otherthrough his or her family and otherkey institutions.key institutions.
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Culture
Cultural FactorsCultural FactorsCultural FactorsCultural Factors
Subculture
Social Class
Buyer
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Cultural FactorsCultural Factors
Sub cultures provide more specificSub cultures provide more specificidentification and socialization for theiridentification and socialization for theirmembers e.g. nationalities, religions,members e.g. nationalities, religions,
racial groups and geographic regions.racial groups and geographic regions. High culturally diversified countries inviteHigh culturally diversified countries invite
the firms to focus a specific culturalthe firms to focus a specific culturaltarget.target.
All human societies exhibit stratification,All human societies exhibit stratification,which sometimes take in the form of castewhich sometimes take in the form of castesystem, which further take the shape ofsystem, which further take the shape of
social class.social class.
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2.Social Factors2.Social Factors2.Social Factors2.Social Factors
ReferenceGroups
Roles &Statuses
Family
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Social FactorsSocial Factors
1.1. Reference GroupsReference Groups are those groupsare those groupswho have direct or indirectwho have direct or indirect
influence on people attitudes and orinfluence on people attitudes and orbehavior.behavior. Primary groups are like family, friends,Primary groups are like family, friends,
neighbors, and coworkersneighbors, and coworkers
Secondary groups are religious,Secondary groups are religious,professional, and tradeprofessional, and trade--union groupsunion groups
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Social FactorsSocial Factors
Opinion leader is the person whoOpinion leader is the person whooffers informal advice oroffers informal advice or
information about a specific productinformation about a specific productor product category.or product category.
Career counselingCareer counseling
Purchasing convenient or luxuryPurchasing convenient or luxuryitemsitems
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FamilyFamily
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The familyThe family
The family is the most important consumerThe family is the most important consumerbuying organization in society and familybuying organization in society and familymembers constitute the most influentialmembers constitute the most influentialprimary reference group.primary reference group.
We can distinguish between two families in theWe can distinguish between two families in thebuyers life.buyers life.
1.1. The family of orientation: consists of parentsThe family of orientation: consists of parents
and siblings.from parents a person acquiresand siblings.from parents a person acquiresan orientation toward religion, politics andan orientation toward religion, politics andeconomics and a sense of personal ambition,economics and a sense of personal ambition,self worth and loveself worth and love
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..
2. Family of procreation: namely.2. Family of procreation: namely.Ones spouse and childrenOnes spouse and children
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3.Personal Factors3.Personal Factors
Age and Stage in the Life Cycle..Age and Stage in the Life Cycle..
Occupation and Economic CircumstancesOccupation and Economic Circumstances
PersonalityPersonality is a personis a persons distinguishings distinguishingpsychological characteristics that lead topsychological characteristics that lead torelatively consistent and lasting responses to hisrelatively consistent and lasting responses to hisor her environmentor her environment
SelfSelf--ConceptConcept isis the complex mental picturesthe complex mental picturespeople have of themselvespeople have of themselves, also known as self, also known as self--
imageimage Lifestyles and ValuesLifestyles and Values
((a persona persons pattern of living as expressed in his or hers pattern of living as expressed in his or heractivities, interests, and opinions, likings and dislikingactivities, interests, and opinions, likings and disliking))
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Personal Influences
Age, Family and LifeCycle Stage
Lifestyle
Occupation &Economic Circumstances
Personality &Self-Concept
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Physiological Needs(hunger, thirst)
Safety Needs
(security, protection)
Social Needs(sense of belonging, love)
Esteem Needs
(self-esteem)
SelfActualization
Maslows Hierarchy of NeedsMaslows Hierarchy of Needs
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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Model of Buying BehaviorModel of Buying BehaviorModel of Buying BehaviorModel of Buying Behavior
Buyers decisionsProduct choiceBrand choiceDealer choicePurchase timingPurchase amount
Buyers decisionprocess
Problem recognition
Information searchEvaluation ofalternativesDecisionPost purchase
behavior
Buyerscharacteristics
Cultural
SocialPersonalPsychological
Otherstimuli
Economic
TechnologicalPoliticalcultural
Marketingstimuli
Product
PricePlacePromotion
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Psychological FactorsPsychological Factors
PerceptionPerception Selective AttentionSelective Attention
Consumers are constantly bombardedConsumers are constantly bombarded
with information and will screen outwith information and will screen outstimulistimuli
Selective DistortionSelective Distortion Messages do not always come across inMessages do not always come across in
the same way the sender indented.the same way the sender indented. Selective RetentionSelective Retention
People will forget much that they learnPeople will forget much that they learnbut will tend to retain information thatbut will tend to retain information thatsupports their attitudes and beliefssupports their attitudes and beliefs
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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Key Psychological ProcessesKey Psychological Processes
Selective RetentionSelective Retention
People will forget much that they learn butPeople will forget much that they learn butwill tend to retain information that supportswill tend to retain information that supports
their attitudes and beliefstheir attitudes and beliefs Subliminal PerceptionSubliminal Perception
entering, existing in, or affecting the mindentering, existing in, or affecting the mindwithout conscious awareness.without conscious awareness.
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Key Psychological ProcessesKey Psychological Processes
LearningLearning describes changes in andescribes changes in anindividualindividuals behavior arising froms behavior arising fromexperienceexperience
MemoryMemory is a constructive process. Theis a constructive process. Thestrength of memory process dependsstrength of memory process dependson how much we process theon how much we process the
information at encoding. It describesinformation at encoding. It describeshow and where information get intohow and where information get intomemorymemory
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Buyer Decision ProcessBuyer Decision Process
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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Decision Heuristics and biasDecision Heuristics and bias Heuristics are the rules of thumb or mentalHeuristics are the rules of thumb or mental
shortcuts in the decision process.shortcuts in the decision process. As the low involvement discussions suggestAs the low involvement discussions suggest
that. Consumers do not always processthat. Consumers do not always process
information or make decisions in a deliberate,information or make decisions in a deliberate,rational mannerrational manner Heuristics can come into play when consumersHeuristics can come into play when consumers
forecast the likelihood of future outcomes orforecast the likelihood of future outcomes orevents.events.
1.1. The availability Heuristics: a recent productThe availability Heuristics: a recent productfailure may lead a consumer to inflate thefailure may lead a consumer to inflate thelikelihood of a future product failure and makelikelihood of a future product failure and makehim or her more inclined to purchase producthim or her more inclined to purchase productwarranty.warranty.
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2. the representative Heuristics: the2. the representative Heuristics: thepackaging factorpackaging factor
3. the anchoring and adjustment3. the anchoring and adjustmentHeuristics: consumers arrive at anHeuristics: consumers arrive at aninitial judgment and then makeinitial judgment and then makeadjustments of that first impressionadjustments of that first impression
based on additional information.based on additional information.
First impression..develops furtherFirst impression..develops further