Consumer behaviour

Prasanth Khanna
Prasanth KhannaMarcomm Executive em ZEBRONICS
Consumer Markets and Consumer Buyer
Behavior
• Model of Consumer Behavior
• Characteristics Affecting Consumer Behavior
• Types of Buying Decision Behaviors
• The Buyer Decision Process
• The Buyer Decision Process for New Products
Topic Outline
Consumer buyer behavior refers to the buying
behavior of final consumers—individuals and
households who buy goods and services for
personal consumption
Consumer market refers to all of the personal
consumption of final consumers
Model of Consumer Behavior
Characteristics Affecting Consumer
Behavior
Factors Influencing Consumer Behavior
Culture is the learned values, perceptions,
wants, and behavior from family and other
important institutions
Characteristics Affecting Consumer
Behavior
Characteristics Affecting Consumer
Behavior
Subcultures are groups of people within a culture with
shared value systems based on common life
experiences and situations
• Bengalis
• Gujaratis
• Punjabis
Social classes are society’s relatively
permanent and ordered divisions whose
members share similar values, interests, and
behaviors
• Measured by a combination of
occupation, income, education, wealth, and
other variables
Characteristics Affecting Consumer
Behavior
Characteristics Affecting Consumer
Behavior
Membership
Groups
• Groups with
direct
influence and
to which a
person
belongs
Aspirational
Groups
• Groups an
individual
wishes to
belong to
Reference
Groups
• Groups that
form a
comparison
or reference
in forming
attitudes or
behavior
Groups and Social Networks
Characteristics Affecting Consumer
Behavior
• Word-of-mouth influence and buzz
marketing
– Opinion leaders are people within a
reference group who exert social
influence on others
– Also called influentials or leading
adopters
– Marketers identify them to use as brand
ambassadors
Groups and Social Networks
Characteristics Affecting Consumer
Behavior
• Online Social Networks are
online communities where
people socialize or exchange
information and opinions
• Include blogs, social
networking sites (facebook),
virtual worlds (second life)
Groups and Social Networks
Characteristics Affecting Consumer Behavior
• Family is the most important consumer-
buying organization in society
• The groups, family, clubs, and organizations
that a person belongs to define his/her social
role and status
Social Factors
Characteristics Affecting Consumer
Behavior
• Age and life-cycle stage
– Youth: younger than 18
– Getting started: 18–35
– Builders: 35–50
– Accumulators: 50–60
– Preservers: over 60
Personal Factors
Characteristics Affecting Consumer
Behavior
Occupation affects the goods and services
bought by consumers
Economic situation includes trends in:
Personal Factors
Personal
income
Savings
Interest
rates
Characteristics Affecting Consumer
Behavior
Lifestyle is a person’s pattern of living
as expressed in his or her
psychographics
• Measures a consumer’s AIOs
(activities, interests, opinions) to
capture information about a person’s
pattern of acting and interacting in the
environment
Personal Factors
Characteristics Affecting Consumer
Behavior
• Personality and self-concept
– Personality refers to the unique psychological
characteristics that lead to consistent and
lasting responses to the consumer’s
environment
Personal Factors
Characteristics Affecting Consumer
Behavior
Personal
Factors
Dominance Autonomy
Defensiveness Adaptability Aggressiveness
Characteristics Affecting Consumer
Behavior
Psychological Factors
Motivation
Perception
Learning
Beliefs and attitudes
Characteristics Affecting Consumer
Behavior
A motive is a need that is sufficiently pressing
to direct the person to seek satisfaction
Motivation research refers to qualitative
research designed to probe consumers’
hidden, subconscious motivations
Psychological Factors
Motivation
Characteristics Affecting Consumer
Behavior
Characteristics Affecting Consumer
Behavior
Perception is the process by which
people select, organize, and interpret
information to form a meaningful picture
of the world from three perceptual
processes
– Selective attention
– Selective distortion
– Selective retention
Psychological Factors
Characteristics Affecting Consumer
Behavior
Selective attention is the tendency for people to
screen out most of the information to which they
are exposed
Selective distortion is the tendency for people to
interpret information in a way that will support
what they already believe
Selective retention is the tendency to remember
good points made about a brand they favor and
forget good points about competing brands
Psychological Factors
Characteristics Affecting Consumer
Behavior
• Learning is the change in an individual’s
behavior arising from experience and occurs
through interplay of:
Psychological Factors
Drives Stimuli Cues
Responses Reinforcement
Characteristics Affecting Consumer
Behavior
Belief is a descriptive thought that a person
has about something based on:
• Knowledge
• Opinion
• Faith
Psychological Factors
Beliefs and Attitudes
Characteristics Affecting Consumer
Behavior
Attitudes describe a person’s relatively
consistent evaluations, feelings, and
tendencies toward an object or idea
Psychological Factors
Types of Buying Decision Behavior
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying behavior
The Buyer Decision Process
Buyer Decision Making Process
The Buyer Decision Process
• Occurs when the buyer recognizes a
problem or need triggered by:
– Internal stimuli
– External stimuli
Need Recognition
The Buyer Decision Process
• Personal sources—family and friends
• Commercial sources—advertising, Internet
• Public sources—mass media, consumer
organizations
• Experiential sources—
handling, examining, using the product
Information Search
Sources of Information
The Buyer Decision Process
• How the consumer processes information to
arrive at brand choices
Evaluation of Alternatives
The Buyer Decision Process
• The act by the consumer to buy the most
preferred brand
• The purchase decision can be affected by:
– Attitudes of others
– Unexpected situational factors
Purchase Decision
The Buyer Decision Process
• The satisfaction or dissatisfaction that the
consumer feels about the purchase
• Relationship between:
– Consumer’s expectations
– Product’s perceived performance
• The larger the gap between expectation and
performance, the greater the consumer’s
dissatisfaction
• Cognitive dissonance is the discomfort caused
by a post-purchase conflict
Post-Purchase Decision
The Buyer Decision Process
Customer satisfaction is a key to building
profitable relationships with consumers—
to keeping and growing consumers and
reaping their customer lifetime value
Post-Purchase Decision
The Buyer Decision Process for New
Products
Adoption process is the mental process an
individual goes through from first learning
about an innovation to final regular use.
• Stages in the process include:
Awareness Interest Evaluation Trial Adoption
1 de 32

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Consumer behaviour

  • 1. Consumer Markets and Consumer Buyer Behavior • Model of Consumer Behavior • Characteristics Affecting Consumer Behavior • Types of Buying Decision Behaviors • The Buyer Decision Process • The Buyer Decision Process for New Products Topic Outline
  • 2. Consumer buyer behavior refers to the buying behavior of final consumers—individuals and households who buy goods and services for personal consumption Consumer market refers to all of the personal consumption of final consumers Model of Consumer Behavior
  • 4. Culture is the learned values, perceptions, wants, and behavior from family and other important institutions Characteristics Affecting Consumer Behavior
  • 5. Characteristics Affecting Consumer Behavior Subcultures are groups of people within a culture with shared value systems based on common life experiences and situations • Bengalis • Gujaratis • Punjabis
  • 6. Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors • Measured by a combination of occupation, income, education, wealth, and other variables Characteristics Affecting Consumer Behavior
  • 7. Characteristics Affecting Consumer Behavior Membership Groups • Groups with direct influence and to which a person belongs Aspirational Groups • Groups an individual wishes to belong to Reference Groups • Groups that form a comparison or reference in forming attitudes or behavior Groups and Social Networks
  • 8. Characteristics Affecting Consumer Behavior • Word-of-mouth influence and buzz marketing – Opinion leaders are people within a reference group who exert social influence on others – Also called influentials or leading adopters – Marketers identify them to use as brand ambassadors Groups and Social Networks
  • 9. Characteristics Affecting Consumer Behavior • Online Social Networks are online communities where people socialize or exchange information and opinions • Include blogs, social networking sites (facebook), virtual worlds (second life) Groups and Social Networks
  • 10. Characteristics Affecting Consumer Behavior • Family is the most important consumer- buying organization in society • The groups, family, clubs, and organizations that a person belongs to define his/her social role and status Social Factors
  • 11. Characteristics Affecting Consumer Behavior • Age and life-cycle stage – Youth: younger than 18 – Getting started: 18–35 – Builders: 35–50 – Accumulators: 50–60 – Preservers: over 60 Personal Factors
  • 12. Characteristics Affecting Consumer Behavior Occupation affects the goods and services bought by consumers Economic situation includes trends in: Personal Factors Personal income Savings Interest rates
  • 13. Characteristics Affecting Consumer Behavior Lifestyle is a person’s pattern of living as expressed in his or her psychographics • Measures a consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment Personal Factors
  • 14. Characteristics Affecting Consumer Behavior • Personality and self-concept – Personality refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer’s environment Personal Factors
  • 15. Characteristics Affecting Consumer Behavior Personal Factors Dominance Autonomy Defensiveness Adaptability Aggressiveness
  • 16. Characteristics Affecting Consumer Behavior Psychological Factors Motivation Perception Learning Beliefs and attitudes
  • 17. Characteristics Affecting Consumer Behavior A motive is a need that is sufficiently pressing to direct the person to seek satisfaction Motivation research refers to qualitative research designed to probe consumers’ hidden, subconscious motivations Psychological Factors Motivation
  • 19. Characteristics Affecting Consumer Behavior Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes – Selective attention – Selective distortion – Selective retention Psychological Factors
  • 20. Characteristics Affecting Consumer Behavior Selective attention is the tendency for people to screen out most of the information to which they are exposed Selective distortion is the tendency for people to interpret information in a way that will support what they already believe Selective retention is the tendency to remember good points made about a brand they favor and forget good points about competing brands Psychological Factors
  • 21. Characteristics Affecting Consumer Behavior • Learning is the change in an individual’s behavior arising from experience and occurs through interplay of: Psychological Factors Drives Stimuli Cues Responses Reinforcement
  • 22. Characteristics Affecting Consumer Behavior Belief is a descriptive thought that a person has about something based on: • Knowledge • Opinion • Faith Psychological Factors Beliefs and Attitudes
  • 23. Characteristics Affecting Consumer Behavior Attitudes describe a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea Psychological Factors
  • 24. Types of Buying Decision Behavior Complex buying behavior Dissonance-reducing buying behavior Habitual buying behavior Variety-seeking buying behavior
  • 25. The Buyer Decision Process Buyer Decision Making Process
  • 26. The Buyer Decision Process • Occurs when the buyer recognizes a problem or need triggered by: – Internal stimuli – External stimuli Need Recognition
  • 27. The Buyer Decision Process • Personal sources—family and friends • Commercial sources—advertising, Internet • Public sources—mass media, consumer organizations • Experiential sources— handling, examining, using the product Information Search Sources of Information
  • 28. The Buyer Decision Process • How the consumer processes information to arrive at brand choices Evaluation of Alternatives
  • 29. The Buyer Decision Process • The act by the consumer to buy the most preferred brand • The purchase decision can be affected by: – Attitudes of others – Unexpected situational factors Purchase Decision
  • 30. The Buyer Decision Process • The satisfaction or dissatisfaction that the consumer feels about the purchase • Relationship between: – Consumer’s expectations – Product’s perceived performance • The larger the gap between expectation and performance, the greater the consumer’s dissatisfaction • Cognitive dissonance is the discomfort caused by a post-purchase conflict Post-Purchase Decision
  • 31. The Buyer Decision Process Customer satisfaction is a key to building profitable relationships with consumers— to keeping and growing consumers and reaping their customer lifetime value Post-Purchase Decision
  • 32. The Buyer Decision Process for New Products Adoption process is the mental process an individual goes through from first learning about an innovation to final regular use. • Stages in the process include: Awareness Interest Evaluation Trial Adoption