Consumer behaviour, ch 3

CONSUMER BEHAVIOUR,[object Object],Satishjoshi,[object Object]

“Consumer Behavior: How and Why People Buy”,[object Object]

CONSUMER BEHAVIOUR,[object Object],[object Object]

The study of consumer behavior includes the company asking the right questions in order to understand and analyze its consumers. In some instances, consumers are analyzed as a segment, while in others, they are analyzed as individual consumers.,[object Object],[object Object],[object Object]

Marketing and,[object Object],Other Stimuli,[object Object],Model of Consumer Behavior,[object Object],Product,[object Object],Price,[object Object],Place,[object Object],Promotion,[object Object],Economic,[object Object],Technological,[object Object],Political,[object Object],Cultural,[object Object],Buyer’s Black Box,[object Object],Characteristics Affecting Consumer Behavior,[object Object],Buyer’s Decision Process,[object Object],Buyer’s Response,[object Object],Purchase Timing,[object Object],Purchase Amount,[object Object],Product Choice,[object Object],Brand Choice,[object Object],Dealer Choice,[object Object]

Characteristics Affecting Consumer Behavior,[object Object],Culture,[object Object],Social,[object Object],Personal,[object Object],Psychological,[object Object],Buyer,[object Object]

Factors Influencing Consumer Behavior,[object Object]

Cultural Factors,[object Object],Culture is the most basic determinant of a person’s wants and behavior,[object Object],Culture includes a set of learned beliefs, values, attitudes, habi6ts and forms of behaviour that are shared by a society and are transmitted from generation to generation within that society.,[object Object]

Subcultures are groups of people with shared value systems based on common life experiences and situations,[object Object]

“Social class is the relatively permanent and homogenous division in the society into which individuals and families sharing similar values, life styles, interest and behaviour can be categorised”,[object Object]

Characteristic Features of Social Classes,[object Object],Persons within a given social class tend to behave alike,[object Object],Social class is hierarchical,[object Object],Social class is not measured by single variable,[object Object],Social class is continuous,[object Object]

Social Classes,[object Object],• Six classes: upper-upper, lower-upper, upper-middle, lower-middle, working class, lower class.,[object Object],• Two-category social class—Blue and white collar.,[object Object],• Nine category-- lower-lower, lower-middle, lower-upper middle-lower, middle-middle, middle-upper, upper lower, upper-middle, upper-upper class.,[object Object],India’s SEC (socioeconomic classification) combines occupation and education and classify respondent in SEC A1, A2,B1, B2, C1, C2 and D classes. ,[object Object]

Types of Reference Groups,[object Object],Normative reference group,[object Object],Comparative reference group,[object Object],Indirect reference,[object Object],Contactual reference group,[object Object],Aspirational group,[object Object],Disclamant group,[object Object],Avoidance group,[object Object]

Consumer Purchase Process,[object Object],Expectations and reality – cognitive dissonance,[object Object],Internal or external sources,[object Object],Whom to buy and when to buy,[object Object],Defining the need / want,[object Object],Defining criteria,[object Object]

Types of Buying Decisions,[object Object],Complex,[object Object],Buying,[object Object],Behavior,[object Object],Variety-,[object Object],Seeking,[object Object],Behavior,[object Object],High,[object Object],Involvement,[object Object],Low,[object Object],Involvement,[object Object],Dissonance-,[object Object],Reducing Buying,[object Object],Behavior,[object Object],Significant,[object Object],differences,[object Object],between,[object Object],brands,[object Object],Habitual,[object Object],Buying,[object Object],Behavior,[object Object],Few,[object Object],differences,[object Object],between,[object Object],brands,[object Object]

Consumer behaviour, ch 3

Consumer behaviour, ch 3

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Consumer behaviour, ch 3