Marketing Eleven(Consumer Behaviour)

8/6/2019 Marketing Eleven(Consumer Behaviour)

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CONSUMER BEHAVIOUR


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Think about a specific major purchase youve

made recently.

What buying process did you follow?

What major factors influenced your decision?


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The central questionfor marketers is:

How do consumers respond to various marketing

efforts the company might use?


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Chapter 4 Version 3e 6

Consumer Behavior

Processes a consumer uses to

make purchase decisions, as well

as to use and dispose of

purchased goods or services; also

includes factors that influence

purchase decisions and theproduct use

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Understanding the Consumer Market

Product

PricePlace

Promotion

Economic

Technological

Political

Cultural

Buyers

Black

Box

Buyer

Characteristics

Buying

Decision

Process

Buyers

Responses

Product choice

Brand choice

Dealer choice

Purchase timing

Purchase amount

Figure 6-1

Marketing and

other stimuli


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Factors Influencing Consumer Behavior

Cultural

Culture

Subculture

Social Class

Cultural

Culture

Subculture

Social Class

Social

Reference

Groups

Family

Roles &

Status

Social

Reference

Groups

Family

Roles &

Status

Personal

Age & Life-

Cycle Stage

Occupation

Economic

Situation

Lifestyle

Personality &

Self-Concept

Personal

Age & Life-

Cycle Stage

Occupation

Economic

Situation

Lifestyle

Personality &

Self-Concept

Psychological

Motivation

Perception

Learning

Beliefs &

Attitudes

Psychological

Motivation

Perception

Learning

Beliefs &

Attitudes


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Opinion Leaders

Marketers use buzz marketing by enlisting or even creating

opinion leaders to spread the word about their brands.


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Consumer Decision-Making Process

Postpurchase

Behavior

Purchase

Evaluation

ofAlternatives

Information Search

Need Recognition

Cultural, Social,Cultural, Social,

Individual andIndividual and

PsychologicalPsychological

FactorsFactors

affectaffectall stepsall steps

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Need Recognition

Need recognition can

be triggered by

advertising. This ad

from Americas Dairy

Farmers alerts

consumers oftheir

need for more dairy

products to build

strong bones.


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Buying Decision Process

Consumer satisfactionis a function ofconsumer

expectations and perceived product performance.

Performance < Expectations Disappointment

Performance = Expectations Satisfaction

Performance > Expectations Delight


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Purchase

Determines which attributesDetermines which attributes

are most importantare most important

ininfluencing aininfluencing a

consumers choiceconsumers choice

To buyTo buy

o

r no

t to

buy...o

r no

t to

buy...

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Postpurchase Behavior 3

Can minimize through:

Effective Communication

F Follow-up

G Guarantees

W Warranties

Cognitive DissonanceCognitive Dissonance

Did I make a good decision?Did I make a good decision?

Did I buy the right product?Did I buy the right product?

Did I get a good value?Did I get a good value?


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Types ofConsumer Buying Decisions

More

Involvement

Less

Involvement

Routine

Response

Behavior

Limited

Decision

Making

Extensive

Decision

Making

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Marketing Implications of

Involvement

4

High-involvement

purchases require:

extensive promotion totarget market and

good advertisement

Low-involvement

purchases require: in-

store promotion andeye-catching package

design


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Task

Discuss about the Indian consumer?

What is Organizational buying behaviour?

Documents

Marketing Eleven(Consumer Behaviour)