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CONSUMER BEHAVIOUR (PowerPoint)

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					CONSUMER BEHAVIOUR

      WHY THEY BUY ?
      WHAT THEY BUY?
         WHO BUYS?
    WHEN DO THEY BUY?
  WHERE AND HOW THEY BUY?
Consumer Behavior
     The behavior that consumer s display in
     searching for , purchasing , using , evaluating ,
     and disposing of products and services that they
     expect will satisfy their needs.



 Consuming entities-
 1. Personal Consumers
 2. Organizational Consumers
FACTORS AFFECTING PURCHASE

  •Cultural Factors
  •Social Factors
  •Personal Factors
 Cultural Factors



• Culture the fundamental determinant
• Subcultures
• Social Class
Social Factors

• Reference groups

  –   Primary groups
  –   Secondary groups
  –   Aspirational groups
  –   Dissociative Groups

• Family
• Roles and Status
    Personal Factors


•   Age & Stage in Life cycle
•   Occupation & Economic Circumstances
•   Personality & Self Concept
•   Lifestyle & Values
Key Psychological Process


 •   Marketing Stimuli
 •   Other Stimuli
 •   Consumer Psychology
 •   Consumer Characteristics
 •   Buying Decision Process
 •   Purchase Decision
  Motivation
 The driving force that impels buyers to
 action

• Freud’s Theory
• Maslow’s Theory
• Herzberg’s Theory

MOTIVATIONAL RESEARCH
MOTIVATIONAL RESEARCH
 •   Metaphor Analysis
 •   Storytelling
 •   Word Association
 •   Thematic Apperception Test
 •   Drawing Pictures and Photo Sorts
  PERCEPTION



Perception is the process by which we
select, organize and interpret information
and create a meaningful picture of the
world
PERCEPTUAL PROCESSES



 • SELECTIVE ATTENTION
 • SELECTIVE DISTORTION
 • SELECTIVE RETENTION
SELECTIVE ATTENTION
 • Current needs
 • Anticipated stimuli



 • Teacher and student
 • Laptop/music system
SELECTIVE DISTORTION
 • Interpret in formation based on
    • Expectations
    • Prior beliefs
    • Brand


 • Coca Cola Taste Testing
 • Bmw Vs Honda
SELECTIVE RETENTION
 • Cant Remember Everything
 • Retain Information Supporting Our
   Attitudes And Beliefs
 • Repetition (Top Of The Mind Recall)

 • Apple Vs Compaq
   – ( Positive And Negative Points Of Both The
     Brands)
   – Post Purchase Dissonance
SUBLIMINAL PERCEPTION
 • Below The Normal Limits Of Human
   Mind
 • Stays In The Subconscious And The
   Unconscious Mind
 • Affects / Influences
  – Later Thoughts
  – Behavior/Actions
  – Attitude
  – Belief And Value System
SUBLIMINAL PERCEPTION
 • Subconcious mind
 • Subliminal advertising ( application of
   subliminal perception)

 • Movie theatre( eat popcorn and drink
   coke)
 • Increased sales
 • Controversial topic
 • Two schools of thought
Learning


 Changes Behavior out of experience
 • Drive - Internal Stimulus
 • Cues – Minor Stimuli
 • Discrimination
 • Hedonic Bias
Memory

 • Short Term Memory
 • Long Term Memory


 Memory Processes – Constructive Process

 Memory Retrieval
Conclusion



 • Understand
   consumer behavior



 • Provide Customized
   goods

				
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