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Introduction to Consumer Behavior

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Maxwell Ranasinghe
Maxwell Ranasinghe
NegóciosAperfeiçoamento pessoalTecnologia
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Consumer Behavior Maxwell Ranasinghe B.Sc. ( Business Administration) Hons. MAAT, Attorney at Law, CPM ( New Haven- USA) MSLIM
Consumer Behavior ,[object Object]
Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why should a marketer study consumer buyer behavior ,[object Object],[object Object],[object Object]
Definition of a need ( not in tute pls draw) Desired State Current State GAP = Need
Needs ,[object Object],[object Object],[object Object],[object Object]
Marlow's Theory of needs Hierarchy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Maslow’s Needs hierarchy
[object Object],[object Object]
[object Object],[object Object],[object Object]
We all have needs - dialogue
Consumer needs and wants ,[object Object],[object Object],[object Object]
Demand ,[object Object],[object Object],[object Object]
Consumer and Customer ,[object Object],[object Object],[object Object]
Customer/Consumer
Dialogue
Simple Model of Consumer Buying Behavior Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Evaluation Internal Search External Search Abandon /Postpone
How to select a phone ?
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
Dialogue
Cognitive Dissonance ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why consumers decision making process is important to marketers ( correct it in tute not dissonance) ,[object Object],[object Object],[object Object]
Organisational Buyer Behavior ,[object Object]
Decision Making Unit (DMU) and Organisational Buyer Behavior ,[object Object],[object Object]
In a typical DMU you could get following categories of persons ,[object Object],[object Object]
[object Object],[object Object],[object Object]
Major types of buying situations ,[object Object],[object Object],[object Object]
Problem recognition Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Order routine Specifications ( purchase) Performance review
Key characteristics of Business buying behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Introduction to Consumer Behavior

  • 1. Consumer Behavior Maxwell Ranasinghe B.Sc. ( Business Administration) Hons. MAAT, Attorney at Law, CPM ( New Haven- USA) MSLIM
  • 2.
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  • 5. Definition of a need ( not in tute pls draw) Desired State Current State GAP = Need
  • 6.
  • 7.
  • 9.
  • 10.
  • 11. We all have needs - dialogue
  • 12.
  • 13.
  • 14.
  • 17. Simple Model of Consumer Buying Behavior Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Evaluation Internal Search External Search Abandon /Postpone
  • 18. How to select a phone ?
  • 19.
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  • 31.
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  • 33. Problem recognition Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Order routine Specifications ( purchase) Performance review
  • 34.