topic 5 (consumer markets and buyer behaviour)
TRANSCRIPT
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ANALYSING CONSUMERANALYSING CONSUMERMARKETS AND BUYERMARKETS AND BUYERBEHAVIOURBEHAVIOUR
ANALYSING CONSUMERANALYSING CONSUMER
MARKETS AND BUYERMARKETS AND BUYERBEHAVIOURBEHAVIOUR
KRITHIKA G.KKRITHIKA G.KAsst. Professor FMSAsst. Professor FMS
NIFT BangaloreNIFT Bangalore
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Model of Buying Behaviour
MarketingStimuli
OtherStimuli
Product
Price
Place
Promotion
Economic
Technological
Political
Personal
Cultural
BuyerCharacteri
stics
Buyers DecisionProcess
Cultural
Social
Personal
Psycholo
gical
ProblemRecognition
InformationSearch
Evaluation ofAlternatives
Purchase Decision
Post PurchaseBehaviour
Buyers Decisions
Product Choice
Brand Choice
Dealer Choice
Purchase Timings
Purchase Amount
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Major Factors InfluencingMajor Factors InfluencingBuyer BehaviourBuyer Behaviour
Major Factors InfluencingMajor Factors InfluencingBuyer BehaviourBuyer Behaviour
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Cultural Factors
Culture
Subculture
Social Class
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Social Factors
Reference Groups
Family
Roles & Statutes
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Personal Factors
Age & Stage in the Life Cycle
Occupation and Economic Circumstances
Lifestyle
Personality and Self-Concept
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Psychological Factors
Motivation1. Freuds Theory
2. Maslow Theory
3. Herzbergs Theory
Perception1. Selective Attention
2. Selective Distortion3. Selective Retention
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Psychological Factors
Learning
Beliefs & Attitudes
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The Buying DecisionThe Buying DecisionProcessProcessThe Buying DecisionThe Buying DecisionProcessProcess
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Buying Roles
1. Initiator
2. Influencer
3. Decider
4. Buyer
5. User
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Buying Behaviour
Complex Buying Behaviour
Dissonance-Reducing Buyer Behaviour
Habitual Buying Behaviour
Variety-Seeking Buying Behaviour
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5 Stage Model of the ConsumerBuying Behaviour
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Behaviour
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1. Problem Recognition
Buyer Need
Need triggered by Internal /External Stimuli
Marketers try to identify the triggerof the particular need