group 4(microwave).pptx

8/9/2019 group 4(microwave).pptx

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Consumer Behaviour onMicrowave

Group 4


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1.Recognize Needs

2.Search for information about Merchandise

3.Evaluate Merchandise

4.Select Merchandise

5.urchase Merchandise

2

Stages of Consumer Buying Process

!.ost urchase Evaluation


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1. ERS"N#$

• Se%• #ge

2.S&'("$")*'#$• Motive• erce+tion• #bilit, and -noledge• #ttitude• ersonalit,• $ifest,les

3. S"'*#$• "+inion $eaders• Roles and famil,

members• Social 'lass• 'ulture and sub/

culture

• Reference )rou+

3

:

Categories that Aect the Consumer Buying Decision Process:


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1.Mar0etSegmentation

3.'hannel ofistribution

2.ricing olic,

4.#dvertisement

4

Marketing Strategy

)eogra+hic emogra+hic

s,chogra+hic ehavior

Mar0etSegmentation


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uestions

1.iscuss hose decision it as to bu, a microaveand hen as the +urchase decision made.

1.oth b, husband and ife after the, attended the dinner at afriend6s +lace here for the 7rst time the, sa a microave ino+eration.

consumer motivationMotivation is an inner drive that re8ects goal/directed arousal. *n aconsumer behaviour conte%t9 the results is a desire for a +roduct9service9 or e%+erience.*t is the drive to satisf, needs and ants9 both +h,siological and+s,chological9 through the +urchase and use of +roducts and services

$atent motive ; *t as un0non to the cou+le till the, found the#ttributes of microave.


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2. hat factors in8uenced the +urchase of themicroave


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3. hat is li0el, to be the +ost/+urchasebehaviour in this case and hat is the

signi7cance such behaviour 'ou+le is =uite satis7ed ith the choice the, made.

Signi7cance of such behaviour ;ost/+urchase behaviour is the 7nal stage in the consumer decision

process hen the customer assesses hether he is satis7ed ordissatis7ed ith a +urchase.

(o the customer feels about a +urchase ill signi7cantl, in8uencehether he ill +urchase the +roduct again or consider other +roductsithin the same brand.

# customer ill also be able to in8uence the +urchase decision ofothers because he ill li0el, feel com+elled to share his feelings aboutthe +urchase


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4. hat is signi7cance of +ost/+urchase behaviour forthe mar0eters Mar0eters can ta0e full advantage of such +ost +urchase behaviour

Mar0eting communications should su++l, beliefs and evaluations thatreinforce the consumer6s choice and hel+ him or her feel good aboutthe brand.

#nd if the res+onse is negative a mar0eter can 7nd out the ga+s and

tr, to sustain there customer base as ell as mar0eter should or0 onfurther im+rovement of the +roduct.

Marketers attempts – Match +roduct to needs of consumer – ?ocus on bene7ts9 +roduct9 +ac0aging9 +romotion9 arranties9

return +olicies9 credit9 installations9 service etc. – rovide +ost decision +ositive information.

Mar0eters must monitor post!purchase satisfaction and post!purchase actions.


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Post!Purchase Satisfaction:

Satisfaction is a function of the closeness beteen e%+ectations and the+roduct6s +erceived +erformance.

/ *f +erformance fall short of e%+ectations the consumer isdisappointed. - If the performance meets expectations the consumer is satised. - If the performance exceeds expectations the consumer isdelighted.

-Consumer form their expectations on the basis of messages receivedfrom sellers, friends, and other information sources.

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?inding 1;

(oever strong ma, be ,our brand +ro+osition9 a small +roductfailure ill ea0en brand e=uit,

$earning 1; (olistic =ualit, management is necessar,

?inding 2;

'ustomer6s o+inions can change at ease9 changing his@hersatisfaction level after +urchase

$earning 2; edicated after sales service +olic, to build trust is mus

?inding 3;

ord of mouth is an eAective mode of +romotion

$earning 3; More and more lo,al customers needs to be built and

retained through lo,alt, +rograms

Marketers learnings from

post!purchase "ehaviour


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E%+lorator, research;


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Documents

group 4(microwave).pptx