Consumer Behaviour 2 Ppt

8/2/2019 Consumer Behaviour 2 Ppt.

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CONSUMER BEHAVIOUR

Consumer buying behaviour can be defined as the buying

behaviour of final consumers who buy goods & services forpersonal consumption.

The consumers across the world are diverse & so are the product &

services & companies. What prompts them to buy or not to buy isthe question?

MODEL OF CONSUMER BEHAVIOUR :


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Marketing andother stimuli

BlackBox

BuyersResponse

4 Ps

Environmental-

Political

Technological Economiic

Cultural

Social-

Word of Mouth

Reference Groups

Buyers mind

His characteristicsand DecisionProcess

Buy or not to buy

Product choiceBrand choice

Dealer choice

Purchase timing

Purchase Amount


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WHEN DOES HE BUY

Buying situations : Howard and Sheath have described thee buying situations as:

Routinized Response Behaviour or Straight Rebuy :-

Spends little or no time in choosing an alternative,Brand loyalty is relatively higher.Perceives low risk in buying a product.

Limited problem solving or Modified Rebury :A change in customers decision criteria. eg. Introduction of a new brand or product.Puts in a little more effort.

Extensive problem solving or New Task :High risk involved.Requires extensive learning on the part of the buyer.Customer is not aware of the various alternatives & hence is not able

to evaluate different brands.


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FACTORS AFFECTING CONSUMER BEHAVIOUR :

Consumer purchases are strongly influenced by

cultural, social, personal & psychologicalcharacteristics.

Cultural

Culture

Sub-culture

Social-

class

SocialReference Groups

Family

Rolesandstatus

Personal

Age and life-cycle stage

OccupationEconomicsituation

Lifestyle

Personality andself-concept

Psychological

Motivation

PerceptionLearning

Beliefs andAttitudes

Buyer


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CULTURAL FACTORS :

Culture

Sub-culture

Social-

class


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Culture:The set of basic values, perceptions, wants and behaviour learned by a

member of society from family & other important institutions.

Culture is the basic causeof persons wants & behaviour.

Subcultures :Each culture consists of smaller sub-cultures which have shared value

systems. It includes, nationalities, religion, social groups and

geographic regions. Many sub-cultures make up important marketsegments.

Social class :

Relatively permanent and ordered divisions in a

society whose members share similar values,interests and behaviour. E.g. higher class, lower

class in a sub-culture.


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Major Social classes :

Upper-Upper-

LowerUpper *Upper-middle

*Working class

*Upper lower*Lower-lower

*SOCIAL FACTORS :

Reference Groups:

A persons behaviour is influenced by a group.

Ref. groups expose a person to new behaviours & life styles,

attitudes & self-concept and exert pressures to conform; that may

affect buyers behaviour.

The marketers must reach to the Opinion Leaders.


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Reference-groups

Membershipgroups

Primary

Familyfriends

Secondary

School

FriendsReligiongroups

Non-membership

groups

Aspirational Disassociation


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PERSONAL FACTORS : Age & life cycle stage :

Tastes & preferences keep on changing according to a persons age.Traditional family life cycle included : young singles and marriedcouples with children.

But now we have non-traditional stages, eg.:

Unmarried couples

Childless couples (DINK)

Occupation :

Lifestyle :

A persons pattern of living as expected in his /her activities,interests and opinions.

It involves measuring consumers major AIO dimensions

Activities (work, hobbies, shopping, sports, social events),

Interests (food, fashion, family, recreation) and

Opinions (about themselves, social issues, business, products).


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PERSONALITY AND SELFCONCEPT :

The unique psychological characteristics that lead to relativelyconsistent and lasting responses to ones own environment.

Self concept :

Many marketers use the concept of self-image or self-concept (insteadof personality) to understand the consumer behaviour.

They believe in the concept we are what we have

PSYCHOLOGICAL FACTORS :MotivationA person has many needs at a given time.

A need becomes motive when it reaches a certain level of intensity.

A motive is a need that is sufficiently pressing to direct the person toseek satisfaction of the need..


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PERCEPTION : The process by which people select, organize and interpret

information to form a meaningful picture of the world.

Why do people form different perceptions?

People can form different perceptions of the same stimulus

because of the 3 perceptual processes


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Selectiveattention

Selectivedistortion

Selectiveretention


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Learning:Changes in an individuals behaviour arising from experience.

Learning theorists are of the opinion that most human behaviouris learned.

Learning occurs through the interplay of drives, stimuli, cues,responses and reinforcement.

*Beliefs and Attitudes:

A belief is a descriptive thought that a person has aboutsomething. These may be based on real knowledge, opinion or

faith and may or may not carry an emotional charge.

The beliefs make up brand or product choices.

*Attitude:

Attitude is a persons relatively consistent evaluations andfeelings towards a product or idea.

Attitude make people like or dislike a thing and hence they movetowards or away from them.

Attitudes are difficult to change.

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*Types of Buying Decision Behaviour:

Based on the degree of buyer involvement and the

degree of differences among brands; following are thetypes:

High Involvement Low Involvement

* Significant differences among

Brands

* Few differences among Brands

Complex

Buying

Behaviour

Variety- seeking

Buying Behaviour

Dissonance

Reducing

Behaviour

Habitual Buying

Behaviour


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The buyer decision process: It consists of five stages:

Need recognitionInformation search

Evaluation of alternatives

Purchase decision (most imp)

Post purchase behaviour


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*Need recognition:

Needrecognition

Internal

stimuli

(basic needs)

Externelstimuli

(Ads, Peer

group,

general

discussions


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Information search:

Sources of information:Personal (friends, family, acquaintances)

Commercial (ads, websites, dealers, shelf-display)

Public (product-rating organisations, internet searches)

Experiential (handling, observing, using the product)

*Evaluation of alternatives:

The stage in which the consumer uses information toevaluate alternative brands available.

Marketers should try to identify which evaluation

process is normally follwed by the customers in theirproduct category.


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*Purchase Decision:

In this stage, the consumer ranks and forms purchase intentions.

*Post-purchase Behaviour:

The stage where the consumer takes further action after purchase,based on their satisfaction or dissatisfaction.

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Consumer Behaviour 2 Ppt