2consumer behaviour.ppt
TRANSCRIPT
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Consumer Behaviour
The field of consumer behavior studies show how individuals,
groups and organizations select, buy and dispose off goods,
services, ideas or experiences to satisfy their needs and desires
Definition
Buyer behaviour is all psychological, social and physical
behaviour of potential customers as they become aware of,
evaluate, purchase, consume and tell other people aboutproduction and services
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Consumer Behavior
FACTORS INFLUENCING CONSUMER BEHAVIOUR
1. Psychological factors
2. Social factors
3. Cultural factors
4. Economic factors
5. Personal factors6. Other factors
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Consumer Behaviour
PSYCHOLOGICAL FACTORS
A persons buying choice is affected by motivation,
perception,
learning and belief & attitudes
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Consumer Behaviour
MOTIVE
A motive can be defined as a drive or an
urge for which an individual seekssatisfaction
Individuals seek satisfaction through
purchase of something to satisfy their needs
which becomes a buying motive.
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Consumer Behaviour
Types of needs
biogenic(hunger, thirst or discomfort) psychogenic(recognition, esteem or
belonging)
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Consumer Behaviour
PERCEPTION
Definition
Perception is the process by which an individual
selects, organizes and interprets information inputsto create a meaningful picture of the world
How a motivated person actually acts is influencedby his or her perception of the situation
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Consumer Behaviour
LEARNING
It is defined as the changes in the behaviour of anindividual arising from the past practice or previous
experience.
Buying behaviour is critically affected by their
learning experience
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Consumer Behaviour
PROCESS OF LEARNING OCCURS THROUGH THE
INTERPLAY OF
DRIVES
STIMULI
CUES
RESPONSES &
RE- INFORCEMENT
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Consumer Behaviour
BELIEFS AND ATTITUDES
PEOPLE DEVELOP THEIR BELIEFS AND
ATTITUDES,THROUGH ACTING AND
LEARNING WHICH, IN TURN,INFLUENCE
THEIR BUYING BEHAVIOUR.
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Consumer Behaviour
An attitude is a state of mind or feeling
It may be described as a persons
emotional feelings, action, and tendencies
towards some idea or object
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Consumer Behaviour
IT EXPLAINS A PERSONS RELATIVELY
CONSISTENT EVALUATIONS, FEELINGS
AND TENDENCIES TOWARDS AN OBJECT
OR IDEA
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Consumer Behaviour
Attitude can not be changed easily, because
a persons attitude settles into a consistent pattern
Marketing managers, try to fit firms products into
existing attitudes rather than trying to change theattitudes themselves
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Consumer behaviour
SOCIAL FACTORS
The social factors, influencing consumer
behaviour are;-
Reference
Family and
Social roles & status
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Consumer behaviour
Reference group
Group of people with whom individualassociates and who influence a personsattitudes, values and behaviour directly orindirectly
Examples of reference groups Primary, secondary , aspirational, and
dissociative
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Consumer behaviour
Family
Is the most important consumer buying organization
in a society, and family members constitute the most influential
primary reference group.
Types of family Nuclear and
joint family
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Consumer behaviour
From parents, a person acquires an
orientation towards
religion,
politics & economics and
a sense of personal ambition, self worth &love.
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Consumer behaviour
Marketers should study the role and the
relative influence of the husband, wife andchildren in the purchase of goods and
services
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Consumer behaviour
Cultural factors and social class
Culture is the most fundamental determinantof a persons wants and behaviour
It influences the pattern of consumption and
pattern of decision making
Consumer behaviour is determined by the
social class to which they belong
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Consumer behaviour
Social class is determined by many factors e.g.
income
occupation education
authority
life styles consumption pattern
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Consumer behaviour
Economic factors
Factors that influence consumer behaviour:-
Income Savings
Liquid assets of the Consumer
Consumer credit Other economic factors (business cycles,
inflation etc.)
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Consumer behaviour
Personal Factors
Important personal factors that influence
buyer behaviour are: -
Age
Occupation
Income Life Style
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Consumer behaviour
Political factors
In a controlled economy, the consumption
pattern is determined by the government.
In free capitalistic economy, consumers haveeconomic freedom and wider choice.
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Consumer behaviour
Legal factors
Consumer expenditure is governed by legal
factors e.g.
taxes,
laws,
legal restrictions etc.
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Consumer behaviour
Technology
Technological advances contribute to theproduction and availability of modern goods.
They also influence the buying behaviour of
consumers.
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Consumer behaviour
Ethical considerations
Ethical considerations (i.e. sense of morality) have an
important effect on the buying behaviour of theconsumers. e.g.
if people are religious and spiritual minded, they
spend less on modern comforts and luxuries.
if people are educated, civilized and advanced, they
spend more on comforts and luxuries