Marketing Source : Principle of Marketing, Philip Kotler

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Analyzing Consumer Behaviour

By : Shinta Rahmani, SE., M.Si

Marketing Source : Principle of Marketing, Philip Kotler

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ANALYZING CONSUMER BEHAVIOR

FACTORS INFLUENCING CONSUMER BEHAVIOR BUYING ROLES TYPES OF BUYING BEHAVIOR THE BUYING DECISION PROCESS

Marketing Source : Principle of Marketing, Philip Kotler

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FACTORS INFLUENCING CONSUMER BEHAVIOR

CULTURAL FACTORS: Culture Sub-culture Social Class

SOCIAL FACTORS: Reference groups Family Roles & statuses

Marketing Source : Principle of Marketing, Philip Kotler

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FACTORS INFLUENCING CONSUMER BEHAVIOR(2)

PERSONAL FACTORS Age and Life-Cycle Stage Occupation Economic Circumstances Lifestyle Personality & Self-concept

Marketing Source : Principle of Marketing, Philip Kotler

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FACTORS INFLUENCING CONSUMER BEHAVIOR (3)

PSYCHOLOGICAL FACTORS

Motivation Learning Perception Beliefs & Attitudes

Marketing Source : Principle of Marketing, Philip Kotler

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Maslow’s Hierarchy of Needs

Esteem Needs(self-esteem, status)

Social Needs(sense of belonging, love)

Safety Needs(security, protection)

Physiological Needs(hunger, thirst)

Self Actualization

(Self-development)

Marketing Source : Principle of Marketing, Philip Kotler

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Buying Roles

INITIATOR: The first person to suggest the idea of buying.

INFLUENCER: A person whose views impact the buying decision.

DECIDER: The person who decides on what, when & where to buy the product or service.

BUYER: The actual purchaser. USER: The person who uses/consumes the

product or service.

Marketing Source : Principle of Marketing, Philip Kotler

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TYPES OF BUYING BEHAVIOR

DEGREE OF INVOLVEMENT

LOWHIGH

DEGREE OFDIFFERENCESIN BRANDS

HIGH

LOW

COMPLEXBUYINGBEHAVIOR

DISSONANCE-REDUCINGBUYINGBEHAVIOR

VARIETY-SEEKINGBUYINGBEHAVIOR

HABITUALBUYINGBEHAVIOR

Marketing Source : Principle of Marketing, Philip Kotler

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THE BUYING DECISION PROCESS

Problem/need Recognition Information Search Evaluation Of Alternatives Purchase Decision Postpurchase Behavior

Marketing Source : Principle of Marketing, Philip Kotler

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PROBLEM/NEED RECOGNITION

From Internal Stimuli: Hunger Thirst Fear

From External Stimuli: Neighbor’s Purchases Advertisements Window Shopping Newspapers & Magazines

Marketing Source : Principle of Marketing, Philip Kotler

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INFORMATION SEARCH

From Personal Sources:

Family Friends Neighbors Acquaintances

From Commercial Sources:

Advertisements Dealers Salespersons Packaging Displays

Marketing Source : Principle of Marketing, Philip Kotler

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INFORMATION SEARCH (CONTD)

From Commercial Sources: Advertisements Dealers Salespersons Packaging Displays

Marketing Source : Principle of Marketing, Philip Kotler

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INFORMATION SEARCH (CONTD)

From Public Sources:

Mass Media Chambers of

Commerce Consumer Rating

Magazines

From Experiential Sources:

Handling the Product

Examining the Product

Using the Product

Marketing Source : Principle of Marketing, Philip Kotler

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EVALUATION OF ALTERNATIVES Successive Sets in Consumer Decision-

Making: Total Set Awareness Set Consideration Set Choice Set Buying Decision

(continued)

Marketing Source : Principle of Marketing, Philip Kotler

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PURCHASE DECISION Interfering Factors: Attitudes of Others: Opposing and intense

opinions of family members, close friends and acquaintances

Unanticipated situational factors: Changes in income, job transfer, loss of employment, change of priority e.g. sudden payment of educational fees etc.

Marketing Source : Principle of Marketing, Philip Kotler

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POST PURCHASE BEHAVIOR

Post purchase Satisfaction: Keep the Product Store the Product Convert to a Second Use Post purchase Dissatisfaction: Try to return the product/take legal recourse Rent it Get rid of it/Throw it