ims - r2- consumer behaviour
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Family Life Cycle
Occupation and Economic circumstances
Lifestyle Personality and self - concept
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The family life cycle describes the
distinct phases that a family progresses
through from formation to retirement,
each phase bringing with it identifiable
purchasing behaviors.
Family Life Cycle
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Psychoanalytic
TheoryHidden buying
motives
Dreams, hopes,
fantasies, fears
An individuals pattern of distinguishing psychological traits
that influence behavioral responses
Self-concept
Actual
Ideal
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Brands also have personalities and
consumers are likely to choose brands
that match their personality.
Brand personality is defined as the mix of
human traits that may be attributed to a
specific brandsincerity, excitement,sophistication, ruggedness etc
Brand Personality
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A lifestyle is a persons pattern of living as expressed in
activities, interests, and opinions.
Traditionalconservative, driven by values, cherishes
family
Pleasure seekersself oriented, driven by status and
symbols
Social chameleonsHypocrite, tech savvy and
individualistic. Age between 3040 years
Intrinsic Progressivefuturistic person, believes in
equality of sexesthe executive class
Lifestyle
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Buying Decision Process
The buying decision process is the stages
a buyer passes through in making choicesabout which products and services to buy.
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Post-purchase BehaviorAssess value in consumption
PurchaseBuying value
Evaluation of AlternativesAssessing value
Information Search
Seeking a value
Need RecognitionPerceiving a value
Cultural, Social,Individual andPsychological
Factors
affectall steps
Buying Decision Process
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Internal StimuliInternal Stimuliandand
External StimuliExternal Stimuli
Present
Status
PreferredState
Marketing helpsconsumers
recognize an
imbalance betweenpresent status andpreferred state
Need Recognition
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The information search stage
An internal search involves the scanning of one's
memory to recall previous experiences or knowledge
concerning solutions to the problem-- often sufficient for
frequently purchased products.
An external search may be necessary when
past experience or knowledge is insufficient, the risk
of making a wrong purchase decision is high, and/or
the cost of gathering information is low.
Personal sources
(friends and family)
Public sources (rating
services like Consumer
Reports)
Marketer-dominated
sources (advertising orsales people)
The evoked set: a group of brandsfrom which the buyer can choose
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Consideration Set
Purchase!
Analyze product attributes
Rank attributes byimportance
Use cutoff criteria
Evaluation of Alternatives
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Post-purchase Behavior-Cognitive Dissonance
Inner tension that a consumer experiences after recognizing
an inconsistency between behavior and values or opinions.
CognitiveDissonance
?Did I make a good decision?Did I buy the right product?
Did I get a good value?
Can minimize through:Effective CommunicationFollow-up
GuaranteesWarranties
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Motivation
Perception
Learning
Personality
Attitude & Belief
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PSYCHOLOGICAL INFLUENCES
Motivationwhat stimulates behavior to satisfy a need
Maslows Hierarchy
of Needs
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Process of receiving, organizing, and assigning
Meaning to information or stimuli detected byour five senses
People can have different perceptions
of the same object because of three
Perceptual Processes
Selective
Attention
Selective
Distortion
Selective
Retention
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Involves changes in behavior resulting fromobservation and experience.
Based ondirect experience or indirect association
Drive
Cues
Response
Reinforcement
Learning determines whatresponse is likely.
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Involvement
Involvement consists of the personal,
social, and economic significance of the
purchase to the consumer.
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Involvement and Problem-Solving Variations
MoreInvolvement
LessInvolvement
RoutineResponseBehavior
LimitedDecisionMaking
ExtensiveDecisionMaking
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What should the marketer do
Offer extensive information on high involvement products
In-store promotion & placement is important for lowinvolvement products
Linking low-involvement product to high-involvement issue
can increase sales
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Product Choice Brand Choice
Dealer Choice
Purchase Timing Purchase Amount
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