3.consumer behaviour
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Consumer Behaviour
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Before long it will be the animals who do the dieting sothat the ultimate consumer does not have to.
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Consumer Buying Process: Every purchase is a cyclical process.
A customer buys a product after relevant
consideration and uses it. Based on the experiencederived out of the consumption process he beginsthe cycle again.
The marketer must understand the process sinceknowledge of the process will enable him to plan hismarketing effort
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Consumer Buying Process:
Need
Recognition
Information
Search
Evaluation of
alternatives
Purchase
decisionPost Purchase
Behaviour
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Consumer Buying Process Model
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StimulusResponse Model
Marketing&
Other
Stimuli
BuyerCharacter
&
BuyerDecisionProcess
BuyerDecision
BUYERS BLACK BOX
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StimulusResponse Model
Marketing &
Other
Stimuli
PLACE
PRICE
PROMOTION
PRODUCT
ECONOMIC
TECHNICAL
POLITICAL
CULTURAL
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BUYERRESPONSE
PRODUCTCHOICE
BRANDCHOICE
DEALERCHOICE
PURCHASETIMING
PURCHASEAMOUNT
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To understand how stimuli are changed into
responses, a marketer needs to understand :
The buyers
characteristicinfluence on how
he or she
perceives or reactsto the stimuli
The buyersdecision processitself affects the
buying behaviour.
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Characteristics Affecting Consumer Behaviour
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CULTURAL
culture
Sub culture
Social class
SOCIAL
Reference
Group
Family
Roles &
status
PERSONAL
Age & life
cycle stage
Occupation
Economic
Situation
Life style
Personality &
Self concept
PSYCHOLOGICAL
Motivation
Perception
Learning
Believes &
attitude
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cultural
CULTURAL
culture
Sub
culture
Social
class
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Culture
Is the set of basic values, perceptions, wants & behaviorlearned by a member of the society from the family
& other important institutions.
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Subculture
A group of people with shared value systems basedon common life experiences & situations.
It includes nationality, religion, racial groups, geographic regions, food preferences, clothingchoices, recreation & career aspirations etc
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Social Class
Relatively permanent & ordered divisions in thesociety whose members share similar values, interest
& behaviors.
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Social Factors
SOCIAL
ReferenceGroup
Family
Roles &status
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Reference GroupPeople whose attitudes, behaviour , believes, opinions,
preferences, and values are used by an individual as thebasis for his or her judgment. One does not have to be
(or even aspire to be) a member of a reference group tobe negatively or positively influenced by
its characteristics.
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Family
A fundamental social group in society typicallyconsisting of one or two parents and their children.
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Different roles family members play
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Different roles family members play
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Roles & Status
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PERSONAL
FACTORS
Occupation
Life style
Economic
Situation
Personality
& Self
concept
Age & life
cycle stage
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Age & Stages In Life Cycle
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Life Cycle StageBACHELORHOOD MARRIED FULL NEST 1
FULL NEST 2FULL NEST 3OLD
EMPTY NEST SOLE SURVIVOR
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Occupation
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Life style
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Economic Situation
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Personality & Self Concept
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Psychological
Motivation Perception LearningBelieves &
attitude
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Motivation Motivation is an inner drive
that reflects goal-directedarousal.
it is the desire for a product,service or experience.
It is the drive to satisfyneeds and wants, bothphysiological and psychological,through the purchase and use ofproducts and services
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Behavioral Model of MotivationMaslows Hierarchy Of Needs
Maslows Hierarchy Of Needs
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Maslows Hierarchy Of Needs
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Maslows Hierarchy Of Needs
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PerceptionPerception (from the Latinperceptio, percipio) is the process of
attaining awareness or understanding of the environment by organizingand interpreting sensory information.
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Learning
Learning is acquiring new or modifyingexisting knowledge, behaviours , skills, values,or preferences and may involve synthesizing
different types of information.
Learning involves "a change in the content ororganization of long term memory and/or behavior."
Progress over time tends to follow learning curves.
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Believes
A consumer may hold both positive beliefs toward an object (e.g.,
coffee tastes good) as well as negative beliefs (e.g., coffee is easily
spilled and stains papers). In addition, some beliefs may be neutral
(coffee is black), and some may be differ in valance depending on theperson or the situation (e.g., coffee is hot and stimulates--good on a
cold morning, but not good on a hot summer evening when one
wants to sleep).
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Attitude
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Attitude An attitude is a hypothetical construct that
represents an individual's degree of like or dislike forsomething. Attitudes are generally positive or
negative views of a person.
the relatively stable overt behavior of a personwhich affects his status."
"Attitudes which are common to a group are thussocial attitudes or `values' n, place, thing, or event
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Consumer Buying Roles
Initiator
Influencer/Gate Keeper
Decider Buyer
User
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Types Of Buying Decision BehaviourINVOLVEMENT
HIGH LOWSIGNIFICANT
DIFFERENCES
BETWEEN
BRANDS
COMPLEX
BUYING
BEHAVIOUR
VARIETY SEEKING
BUYING BEHAVIOUR
FEW
DIFFERENCES
BETWEEN
BRANDS
DISSONANCE
REDUCING
BUYING
BEHAVIOUR
HABITUAL
BUYING
BEHAVIOUR
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