Principles of Marketing - Session 5 - Consumers

8/11/2019 Principles of Marketing - Session 5 - Consumers

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Thursday, August 1, 13


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Principles of MarketingConsumer Markets & Consumer Buyer Behavior



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CASE IN POINT:



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CASE IN POINT:



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CASE IN POINT:

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CASE STUDY:



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CASE STUDY:

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CASE IN POINT:



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CASE IN POINT:



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CASE IN POINT:

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CASE IN POINT:



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CASE IN POINT:

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CASE IN POINT:



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CASE IN POINT:

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CASE IN POINT:



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="$%* 1"3% 9"#4).*.#-HH%2 *)HH$&R

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CASE IN POINT:



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CASE IN POINT:Who rides a Harl



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CASE IN POINT:

M#-+-,"$$& // -.* .1% Hells Angels;#4G2E

!"# %&'()* %(+,-.(#+/"#' 0+,-#/#1 '#%#(2 3"4 +'

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Who rides a Harl



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CASE IN POINT:

T%G%# (#%%2 49 #-2%#*E M$2%#6 :4#% "9U$)%,

I (%..%# %2);".%2

Who rides a Harl



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CASE IN POINT:

RUBBIES(Rich Urban Bikers) more than rebels

Who rides a Harl



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CASE IN POINT:

!"# +9#'+7# ;+'(#) ,&2/4


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CASE IN POINT:

F4 +"-, " (%..%#

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Who rides a Harl



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;+*,/)+ &/


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INDEPENDENCE,

FREEDOM,

& POWER

?+3+ )2+ $'/:+3*.- 8.3-+9 .,,+.-*5



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CASE IN POINT:

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CASE IN POINT:

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CASE IN POINT:

MG,-,+ " !"#$%& :"0%* %3%#& (-0%# H"#. 4$%+%,26 49 *4:%.1-,+ (-++%#E



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!"# %&' () '%*+#,&-. &/ ,( %))#0, "(1

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!"# %&' () '%*+#,&-. &/ ,( %))#0, "(1

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Sti l R M d l f


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Stimulus-Response Model ofConsumer Behavior

Stimuli4P

s

Other characteristics economic

technological political

cultural

Buyer ResponseProduct choice

Brand choice

Dealer choice

Purchase timing

Purchase amount

Buyers Black BoxBuyer characteristics

Buyer decision process


Sti l R M d l f


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Stimuli4P

s



cultural


Brand choice

Dealer choice

Purchase timing

Purchase amount




Sti l R M d l f


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Stimuli4P

s



cultural


Brand choice

Dealer choice

Purchase timing

Purchase amount




Sti l R M d l f


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Stimuli4P

s



cultural


Brand choice

Dealer choice

Purchase timing

Purchase amount





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The Buyer Decision Process



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NeedRecognition



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NeedRecognition



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NeedRecognition

Information

Search



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NeedRecognition

Information

Search



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NeedRecognition

Information

Search

Evaluation ofAlternatives



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NeedRecognition

Information

Search




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NeedRecognition

Information

Search

PurchaseDecision




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NeedRecognition

Information

Search

PurchaseDecision




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NeedRecognition

Information

Search

PurchaseDecision


Post-purchas

Behavior



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NEED RECOGNITION.!"# 328#*

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INFORMATION SEARCH.>- &-,#*#/,#60(-/2'#* '%8 (* '%8 -(, /#%*0" )(* '(*#

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i i


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Enter Marks situation.If you were Mark -how

do you load up on infoon the brand oncellphone that is right

for you?


Th B D i i P


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Enter Marks situation.If you were Mark -how

do you load up on infoon the brand oncellphone that is right

for you?


Th B D i i P


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Th B D i i P


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Th B D i i P


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Th B D i i P


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Th B D i i P


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Th B D i i P


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EVALUATION OF ALTERNATIVES.A(1

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Th B D i i P


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0(-/2'#*/ .( %3(2, #5%=2%,&-.

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/&,2%,&(-;


The B er Decision Process


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/&,2%,&(-;




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/&,2%,&(-;




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/&,2%,&(-;




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0(-/2'#*/ .( %3(2, #5%=2%,&-.

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/&,2%,&(-;




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/&,2%,&(-;




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/&,2%,&(-;




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72*0"%/# %=,#*-%,&5#/ 6#7#-6/ (-&-6&5&62%= 0(-/2'#* 4 328&-.

/&,2%,&(-;

What if Mark turned

out to be atechnophobe?




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/&,2%,&(-;




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/&,2%,&(-;

What if Mark wasthe kind of person

who didnt want to bebeaten on the latest

technology?




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72*0"%/# %=,#*-%,&5#/ 6#7#-6/ (-&-6&5&62%= 0(-/2'#* 4 328&-.

/&,2%,&(-;




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/&,2%,&(-;

What if, for Mark,

money wasof no object?




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/&,2%,&(-;




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/&,2%,&(-;

What if Mark was

buying this from hispart-time job salary?




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/&,2%,&(-;




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/&,2%,&(-;

What if Markspersonality was the

outdoorsy-type?




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PURCHASE DECISION.!"# %0, ()

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0(''&,,&-. ,( 8(2* 7*#)#*#-0# 381%8 () '(-#,%*8 #B0"%-.#;




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POST-PURCHASE BEHAVIOR.




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!"# %-/1#* =/ &- ,"# *#=%,&(-/"&7 3#,1##-

F!5 DMT= _5]@M]\VTD




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!"# %-/1#* =/ &- ,"# *#=%,&(-/"&7 3#,1##-

F!5 DMT= _5]@M]\VTD




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!"# %-/1#* =/ &- ,"# *#=%,&(-/"&7 3#,1##-

F!5 DMT= _5]@M]\VTD




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!"# %-/1#* =/ &- ,"# *#=%,&(-/"&7 3#,1##-

F!5 DMT= _5]@M]\VTD




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for




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e uye ec s o ocess

Awarenessfor




141/189

y

Awarenessfor




142/189

y

Awareness

Interest

for




143/189

y

Awareness

Interest

for




144/189

y

Awareness

Interest

Evaluation

for




145/189

y

Awareness

Interest

Evaluation

for




146/189

y

Awareness

Interest

Trial

Evaluation

for




147/189

y

Awareness

Interest

Trial

Evaluation

for




148/189

y

Awareness

Interest

Trial

Evaluation

Adoption

for




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Consumer Buying Behavi




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Cultural Factors




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Cultural Factors

Psychological Factors




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Cultural Factors


Personal Factors




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Cultural Factors


Personal Factors

Social Factors




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M(* ,"# '(/, 7%*,@ '%*+#,#*/ 0%--(,

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CULTURAL FACTORS.B49(4%'9C@4,D+49(4%-C@$+)'9 B9'22





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SOCIAL FACTORS.F'+($%2 ,$%" $4( $# (3- .-9),-%'(- $% "$"D

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PERSONAL FACTORS.





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PERSONAL FACTORS.


Age & Life-Cycle Stage




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PERSONAL FACTORS.


Age & Life-Cycle Stage Occupation




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PERSONAL FACTORS.


Age & Life-Cycle Stage Occupation Economic Situation




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PERSONAL FACTORS.


Age & Life-Cycle Stage Occupation Economic Situation Personality & Self-Concept




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PERSONAL FACTORS.


Age & Life-Cycle Stage Occupation Economic Situation Personality & Self-Concept Lifestyle




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PERSONAL FACTORS.


Age & Life-Cycle Stage Occupation Economic Situation Personality & Self-Concept Lifestyle -- pertains to a persons pattern of living as expressed by his psychographics - activities,

interests, & opinions. More than income, social class or personality - it profiles a persons

whole pattern of acting & interacting in the world.



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WORLDSSHORTEST

PERSONALITY

TEST



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B4&C'# @&(( 4@ 8+22546 +61 #6#'7):

D4


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B4&'


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8&MM(#:

B4& +'# +(24 7'#+/ +/ 84-567 "4(#2 56+'7&


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B4& '# 1#L565/#() 46# 4@ /"#


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B4& +'# 1'#+


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C B i g B h i


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PSYCHOLOGICAL FACTORS.H2?+3$9$:? )2 (3- 2(4.? $#

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C B i g B h i


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,-3';)$% ,$%" $4( $# (3- )"(-%>9'? $# (3- &)". 7 (3- -&$()$"


Motivation



Cons mer B ing Beha i


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Motivation Perception





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Motivation Perception Learning





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Motivation Perception Learning Beliefs & Attitudes





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,-3';)$% ,$%" $4( $# (3- )"(-%>9'? $# (3- &)". 7 (3- -&$()$"



a motive is a need that is sufficientlypressing to direct that person to seeksatisfaction.


hat ouknownow...


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Documents

Principles of Marketing - Session 5 - Consumers