powerpoint presentation by sixit bhatta consumer behavior session 3
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PowerPoint Presentation by Sixit Bhatta
PowerPoint Presentation by Sixit Bhatta
Consumer BehaviorConsumer Behavior
Session 3
IntroductionIntroduction
In the US, the Marlboro cowboy is usually shown alone
In Japan, the Marlboro cowboy is usually shown as part of a group…
Why?
Target Holland Offensive in US/ UK. Youth as Target Market. Whiter Play station is powerful, sexier,
strong. Challenging cultural norms but not so
much in Holland.
SolutionSolution
Culture has an influence on consumer behavior
US culture = importance of individual; not true in Asia
Japanese consumers think a single cowboy looks “lonely” and “poor”– Just an ordinary worker on a farm
Why Study Consumer BehaviorWhy Study Consumer Behavior
Targeting/ Segmenting customers.
Targeted Advertisements.Marketing Strategies
Understanding CustomersUnderstanding Customers
Who is Important?What are their Choice
Criteria?When Do they Buy?Where do they buy?How do they Buy?
Consumer Behavior ModelConsumer Behavior Model
Cultural FactorsCultural Factors
Cultural:– Values, Attitude, Religion, Language
Subculture:– Group of People with common values, attitude based
on common experience.– Teenagers, Racial group, Geographic groups
Social Class– Upper, Middle, Lower– Have common tastes, media preferences, lifestyle
Social FactorsSocial Factors
These Groups of People are
highly influenced by their groups
while purchasing
Fashion Items.
These Groups of People are
highly influenced by their groups
while purchasing
Fashion Items.
Personal FactorsPersonal Factors
Psychological factorsPsychological factors
Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs
PerceptionPerception
Perception is the process by which people select, organize, and interpret information.
Perception Includes:– Selective attention
• Consumers screen out information, • Rs. 5 Discount Vs. Price Rs 295 for a product worth 300• Wai Wai at at 3PM
– Selective distortion• People interpret to support beliefs• Helps fight distorted information, case insect in coke
– Selective retention• People retain points to support attitudes• Positive attributes of strong brands are retained.
PerceptionPerception
1. How many ads were you exposed to today?
2. Which ones do you remember? Why?
Buying Decision ProcessBuying Decision Process
Need Recognition Needs can be triggered by:Internal stimuli
Normal needs become strong enough to drive behavior
External stimuliAdvertisementsFriends of
friends
Needs can be triggered by:Internal stimuli
Normal needs become strong enough to drive behavior
External stimuliAdvertisementsFriends of
friends
Buyer Decision ProcessBuyer Decision Process
Information Search Consumers exhibit heightened attention or actively search for information.
Sources of information: Personal Commercial Public Experiential
Word-of-mouth Search Dynamics
Search DynamicsSearch Dynamics
Buyer Decision ProcessBuyer Decision Process
Evaluation of Alternatives
Hotel: Location, Hygiene, Price
Evaluation procedure depends on the consumer and the buying situation.
Most buyers evaluate multiple attributes, each of which is weighted differently.
Depends on Beliefs and Attitudes
At the end of the evaluation stage, purchase intentions are formed.
Beliefs and AttitudesBeliefs and Attitudes
• Belief – a descriptive thought about a brand or
service– may be based on real knowledge,
opinion, or faith• Attitude
– describes a person’s evaluations, feelings and tendencies toward an object or idea
– They are difficult to change
Buyer Decision ProcessBuyer Decision Process
Purchase Decision– Governed by attitude of others.– How strong is your motivation to
encounter negative attitudes.– Situational factors and risks
Post Purchase Behavior– Satisfaction, Delight– Cognitive Dissonance– Post purchase action
Consumer Buying BehaviorConsumer Buying Behavior
High InvolvementHigh Involvement Low InvolvementLow Involvement
Significant Differences Significant Differences between Brandsbetween Brands
Complex buying Complex buying behaviorbehavior
(Cars, Home (Cars, Home Appliance)Appliance)
Variety-seeking Variety-seeking buying behaviorbuying behavior
(Toothpastes, (Toothpastes, Candy)Candy)
Few Differences between Few Differences between BrandsBrands
Dissonance-Dissonance-reducing buying reducing buying behaviorbehavior
(Diamond)(Diamond)
Habitual buying Habitual buying behaviorbehavior
(Sugar, Rice, (Sugar, Rice, Salt)Salt)
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