consumer behaviour 2 ppt @ bec doms 2009 bagalkot mba
TRANSCRIPT
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8/2/2019 Consumer Behaviour 2 Ppt @ Bec Doms 2009 Bagalkot Mba
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Introduction
Consumer psychology needs a special attention
in the present highly competitive and consumer-oriented marketing system.
Consumer is the cause & purpose of all
production and marketing activities.
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Meaning of Consumer/Buyer
BehaviorConsumer is the most important person in business. Hisattitude, behavior, needs and reactions play an importantrole in regard to marketing plans and policies ofcompanies.
Companies study the behaviours of consumers constantlyfor their benefits.
Consumer behavior is comparatively new area within the
scope of business management.The purpose of study of consumer behavior is tounderstand human actions and reactions (consumerbehaviour) in the best possible manner.
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Definition of Consumer/Buyer
behaviourConsumer behavior is the process whereby individuals
decide what, when, where, how and from whom to
purchase goods and services.Walters and Paul
Buyer behaviour is all psychological, social and
physical behaviour of potential customers as they
become aware of, evaluate, purchase, consume and tellothers about the products and services.Webster
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Types of Buyers
1. Friendly/co-operative buyer.
2. Timid/reserved/shy buyer.
3. Silent buyer.
4. Undecided buyer.5. Price or quality conscious
buyer.
6. Argumentative buyer.
7. Suspicious buyer.
8. Impatient buyer.
9. Bargain buyer.
10. Impulsive buyer.
11. Over-cautious buyer.
12. Slow-thinking buyer
13. Rude/ill-manneredbuyer.
14. Clever/intelligentbuyer.
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Factors influencing buyer behaviour
Social factors.-Family, roles and status, ref. groupsEconomic factors.-size of family, disposable Pincome
propensity to consume, consumer credit, dis. income
Cultural factors.-sub culture, soc. Class (wealth, income)Personal factors.-age, occ., life style, personality
Physiological factors.-basic needs
Psychological factors.-motivation, perception, learning,
beliefs, attitude
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Decisions taken by the buyer while
purchasing
Need recognition Information search
Evaluation of
alternativesPurchase decision
Post-purchase
Behaviour
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Buying Motives of Consumer/Customers1. Fear.
2. Profit/Gain.
3. Vanity.4. Pride.
5. Fashion.
6. Love and Affection.
7. Curiosity.
8. Admiration.
9. Jealousy.10. Patronage.
11. Comfort and
Convenience.
12. Health.
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Types of Buyer behaviour
Complex buying behaviour.
Dissonance-reducing buying behaviour.
Habitual buying behaviour.
Variety-seeking buying behaviour.
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Importance of consumer/buyer behaviour in
marketing managementStudy of consumer behaviour has special
importance in the present competitve marketing
management system.Understanding buyer/consumer behaviour is very
important for successful marketing.
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Meaning & Importance of Buyer/Consumer
PsychologyKnowledge
Attitudes & Emotions
Images
Intentions
Buying Motives
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Steps in Selling/Buying ProcessProspecting.
Pre-approach.
Attention.
Interest.
Desire.Action.