ANALYZING CONSUMER MARKETS

Edgardo V. BasaAteneo Graduate School of Business

December 1, 2009

MARKETING STARTS WITH KNOWING !

OUTLINE

1. Consumer Behavior :The Challenge to understand2. The Whys define the buys3. The finger that triggers to buy.4. The anatomy of buying5. The process called Buying6. The rootword of buying : Influence7. Origins of buying judgments8. The details of buying9. What comes next : The behavior after buying10. What comes last : The behavior of using and disposing

Concept 1

CONSUMER BEHAVIOR: THE CHALLENGE TO UNDERSTAND

KNOW &UNDERSTAND

SERVE !!

Concept 2

THE “ WHYS ” DEFINE “ BUYS”

Culture

Learning

Memories

Perception

Personal

Social

n

External stimuli Arousing the need

+

UNDERSTAND THE FINGERConcept 3

Internal stimuli Needs reaching Threshold= Drive or ( Needs )

External stimuli

Internal stimuli

DriveBUY !!!!!

Influence

UNDERSTAND THE FINGERTHE ANATOMY OF BUYING

CONCEPT 4

Know the problem

Information search

Alternatives evaluation

Purchase decision

Post purchase activities

THE PROCESS CALLED BUYINGCONCEPT 5

Concept 6 and 7

THE ROOT WORD OF BUYING: INFLUENCE

INFLUENCEBeliefs Attitudes

THE DETAILS OF BUYINGConcept 8

preferred brand

quantity

timing

Payment method

Disappointed

Concept 9

Satisfied Delighted

WHAT COMES NEXT ?THE BEHAVIOR AFTER BUYING

Concept 9

WHAT COMES NEXT ? THE BEHAVIOR AFTER BUYING

Post purchase activities

Spread good news

Buy more

Spread bad news

Don’t buy

Get rid : temporarily Get rid: permanently Keep it

Concept 10

THE BEHAVIOR OF USING AND DESPOSINGWHAT COMES LAST ?

Consumer Behavior

Concept 10

CONCLUSION

FROM BEGINNING…. TILL

KNOW THY CUSTOMER

THE END