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Week 2Week 2
Topic 2: Consumer Behaviour
Consumer Buying BehaviourBuying behaviour of individual, and household person who buys for household consumptionConsumer behaviour
Marketing OtherProduct EconomicPrice TechnologicalPlace PoliticalPromotion Cultural
Marketing OtherProduct EconomicPrice TechnologicalPlace PoliticalPromotion Cultural
Marketing and other Stimuli
Buyer’s characteristics Buyer decision process
Buyer’s characteristics Buyer decision process
Buyer’s Black box
Product choiceBrand choiceDealer ChoicePurchase timingPurchase amount
Product choiceBrand choiceDealer ChoicePurchase timingPurchase amount
Buyer Responses
Model of Buyer behaviour
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
Characteristics affecting consumer behaviour Culture
Marketer should spot cultural shift in order to discover new products that might be wanted.
Subculture Many subcultures make up important market segments.
Social class Marketers are interested in social class because people within a
given social class tend to exhibit similar buying behaviour.
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
Characteristics affecting consumer behaviour (cont.)
Reference group Membership group, reference group, aspirational group, opinion
leader Marketers trying to identify reference group and opinion leader.
Family Marketers are interested in the roles and the influence of the husband,
wife and children on the purchase of different product and services. Roles and status Age and life cycle stage
Markers often define their target market in terms of life cycle stage and develop appropriate product and marketing plan for each stage.
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
Characteristics affecting consumer behaviour (cont.)
Occupation Marketers try to find the occupational groups that have an above
average interest in their product and services.Economic situation
Marketers of income sensitive goods watch trends in personal income, savings and interest rates.
Lifestyle Pattern of living
Personality and self-conceptMotivation
Need (Biological and Psychological) Maslow’s hierarchy of needs
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
Maslow’s hierarchy of needs
Maslow’s hierarchy of needs
Characteristics affecting consumer behaviour (cont.)
Perception Selective attention, selective distortion, selective retention.
Learning Drives, stimuli, cues, responses, and reinforcement Need produce motivation, which leads to goal directed behaviour
resulting in need satisfaction. Marketers can build up demand for a product by associating it
with strong drives, using motivating cues, and providing positive reinforcement.
Beliefs and attitude
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
Types of buying decision behaviour
Four types of buying behaviour
High involvement Low involvement
Significant differences between
brands
Complex buying behaviour
Variety-seeking buying behaviour
Few differences between brands
Dissonance-reducing buying behaviour
Habitual buying behaviour
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
Types of buying decision behaviour (cont.)
Complex buying Expensive, risky, purchased infrequently, highly self-expressive
Dissonance Reducing buying behaviour Post-purchase dissonance After sales communication
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
Types of buying decision behaviour (cont.) Habitual buying behaviour
Low cost, frequently purchased Buying process involves brand beliefs formed by passive learning,
followed by purchase behaviour, which may or may not be followed by evaluation.
Variety seeking buying behaviour Leader will encourage habitual buying behaviour Challenger should offer low price, coupon, free sample etc.
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
The buyer decision process
1. Need recognition Triggered by internal or external stimuli.
2. Information Search Heightened attention or active information search Personal source, commercial source, experiential source Commercial sources normally inform the buyer but personal sources
legitimize or evaluate products for the buyer. WOM source
3. Evaluation of alternatives
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
The buyer decision process (cont.) 4.Purchase decision
Two factors come between purchase intention and decision Attitude of others Unexpected situational factors
5. Post-purchase behaviour Customer expectation vs. perceived performance Cognitive dissonance Satisfaction is important as sales come from two basic groups: new
customers and retained customers.
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
The buying decision process for new products
Adoption process The mental process through which an individual passes from
first hearing about an innovation to final adoption.
Stages:
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
Adopter categorizationInnovatorsEarly adoptersEarly majorityLate majorityLaggards
Influence of product characteristics on the rate of adoption
Relative advantageCompatibilityComplexityDivisibilityCommunicability
Topic 2: Topic 2: Consumer BehaviourConsumer Behaviour
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