Download - Consumer behaviour
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INTRODUCTION
- SCHIFFMAN & KANUK
"Consumer behaviour may be defined as the behaviour that consumers display in searching for, purchasing suing, evaluating and disposing of produces, services and ideas which they expect will satisfy their needs."
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Characteristics Of Buyer BehaviourComprises both mental and physical activity of consumer.Buyer behaviour is a integral part of human behaviourBuyer behaviour is the process by which individuals
decide whether, what, when, from whom, where and how to buy.
Buyer behaviour is very dynamic and complexIn many cases, it is the sum total of the behaviour of a
number of personsIt is influenced by internal factors such as needs, habit,
attitudes etc.. And external factors like family, social group, culture etc…
Consumer behaviour starts before buying and goes even after buying
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NEED OR IMPORTANCE OF STUDY OF CONSUMER BEHAVIOUR
It is important for the marketers to understand the buyer behaviour due to the following reasons:
It helps in formulating effective marketing strategy.
It gives information regarding colour, design, and other features that a consumer want in his product. Thus it helps in formulating production policy.
It is important for framing suitable pricing policies.
Consumers demand more for quality products at reasonable prices. Marketers should first study the needs of consumers and then try to satisfy them.
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NEED OR IMPORTANCE OF STUDY OF CONSUMER BEHAVIOUR
Rapid technological advancement compels the marketers to study consumer behaviour.
Understanding of consumer behaviour helps avoid or minimise market failures.
For effective market segmentation and target marketing, it is essential to have an understanding of consumer and their behaviour.
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Types Of Consumer Buying BehaviourComplex buying behaviour Eg: cars, homes, computers, education etc.
Dissonance reducing buying behaviour- Cognitive DissonanceEg: Mobile phone
Variety seeking buying behaviourEg: Soap, Detergent, tooth paste etc..
Habitual buying behaviourEg: Salt, Matches, Oil etc..
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Stages Of The Consumer Buying Process
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Stimuli
• Hunger
• Thirst
• A person’s normal needs
Stimuli
• Hunger
• Thirst
• A person’s normal needs
Need RecognitionDifference between an actual state and a desired state
Need RecognitionDifference between an actual state and a desired state
The Buyer Decision ProcessStep 1. Need Recognition
External Stimuli
• TV advertising
• Magazine ad
• Radio slogan
•Stimuli in the environment
External Stimuli
• TV advertising
• Magazine ad
• Radio slogan
•Stimuli in the environment
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•Family, friends, neighbors•Most influential source of information
•Advertising, salespeople•Receives most information
from these sources
•Mass Media•Consumer-rating groups
•Handling the product•Examining the product•Using the product
Personal Sources Personal Sources
Commercial SourcesCommercial Sources
Public SourcesPublic Sources
Experiential SourcesExperiential Sources
The Buyer Decision Process Step 2. Information Search
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Product AttributesEvaluation of Quality, Price, & Features
Product AttributesEvaluation of Quality, Price, & Features
Degree of ImportanceWhich attributes matter most to me?
Degree of ImportanceWhich attributes matter most to me?
Brand BeliefsWhat do I believe about each available brand?
Brand BeliefsWhat do I believe about each available brand?
Total Product SatisfactionBased on what I’m looking for, how satisfied
would I be with each product?
Total Product SatisfactionBased on what I’m looking for, how satisfied
would I be with each product?
Evaluation ProceduresChoosing a product (and brand) based on one
or more attributes.
Evaluation ProceduresChoosing a product (and brand) based on one
or more attributes.
The Buyer Decision Process Step 3. Evaluation of Alternatives
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Purchase IntentionDesire to buy the most preferred brand
Purchase Decision
Attitudes of others
Unexpected situational factors
The Buyer Decision Process Step 4. Purchase Decision
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Consumer’s Expectations of Product’s Performance
Dissatisfied Customer
Dissatisfied Customer
Satisfied Customer!
Satisfied Customer!
Product’s Perceived Performance
Cognitive Dissonance
The Buyer Decision Process Step 5. Postpurchase Behavior
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Model of Consumer BehaviorMarketing andOther Stimuli
Marketing andOther Stimuli
Buyer’s ResponseBuyer’s Response
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Characteristics Affecting Consumer Behavior
Buyer’s Decision Process
Product Choice
Brand Choice
Dealer Choice
Purchase Timing
Purchase Amount
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Factors Affecting Consumer Behavior
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CULTURAL FACTORS
CultureSub CultureSocial Class
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SUB CULTUREReligionGeographical locationGender (male/female)
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SOCIAL CLASS
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SOCIAL FACTORSReference GroupsFamily MembersRelativesRole in the SocietyStatus in the society
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Table showing a traditional family life cycleSTAGE CHARACTERISTICS BUYING PATTERN
Bachelorhood Young people not living at home
Fashionable and recreation goods
Newly married couples Young couples without children
Fashionable and leisure articles, furnishings, utensils
Full nest stage I Begins with the birth of the first child in the family
Child’s clothes, food and medical expenses
Full nest stage II Youngest child is at least six years old
Child’s toys to bicycles and education of children
Full nest stage III Teen aged or college going children
Educational expenses
Empty nest I stage Older married couples without any dependent children living with them
Travel or home improvementMedical expenses
Solitary stage Death of a life partner Special needs for attention, loving care and security.
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PERSONAL FACTORSOccupationAgeEconomic ConditionLifestylePersonality
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PSYCHOLOGICAL FACTORSPerceptionLearningBeliefs and AttitudeMotivation
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Two of the best - known theories of motivation are-
Abraham MaslowFrederick Herzberg
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Abraham Maslow – Hierarchy of NeedsDfdsf
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HERZBERG’S THEORYFrederick Herzberg developed a two factor
theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction). The absence of dissatisfiers is not enough to motivate a purchase; satisfier must be present .
Example- A computer that does not come with a warranty would be a dissatisfier. Yet the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of intrinsic satisfaction. Ease of use would be a satisfier.
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TOOLS TO STUDY COSUMER BEHAVIOURSurveysProjective TechniquesFocus Group
Discussions
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CONCLUSIONAs customer is the king, it is very
important for every organisation to understand the needs and wants of their consumer and try to satisfy them. For this the study of consumer behaviour is very essential.
Consumer Delight: when the actual product performance exceeds the
buyer’s expectations, consumer will be highly satisfied . So excess of actual product performance over the expectation is called “consumer delight”.
Today consumer delight has therefore become a buzz word.
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THANK YOU