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Consumer Behaviour (CB) studies how
individuals, groups and organizations
select, buy, use, and dispose of goods,
services, ideas, or experiences to satisfy
their needs and desires
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Activities people engage in when
Selecting
Purchasing and
Using
products to satisfy their needs and actions
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7 Os FRAMEWORK OF
CONSUMER RESEARCH
OCCUPANTS
OBJECTS
OBJECTIVES
ORGANIZATIONS
OPERATIONS
OCCASIONS
OUTLETS
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Decision Making Process
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BUYERS
MARKETING OTHER BUYERS DECISION
STIMULI STIMULI CHARACTERISTICS PROCESS
BUYERS
DECISIONS
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
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CULTURAL FACTORS
CULTURE
(a culture consists of values, beliefs & customary
behaviours learned & shared by the members of a
particular society)
Learned
Marketers identify cultural shifts. E.g. shift towards health
& fitness; use of cosmetics by men; informality (casual
clothes & simple home furnishings)
SUBCULTURE
Religious (e.g. Hindu), geographic (e.g. Bengali)
SOCIAL CLASS
Relatively permanent & ordered divisions of society
whose members share similar values, interests,
behaviours. Combination of occupation, income,
education, wealth etc. SEC Classification. Similar buying
behaviour. 7
SOCIAL FACTORS
REFERENCE GROUPS
And avoidance groups
Use word-of-mouth mktg & buzz mktg
Identify opinion leaders
Use social networking site (ads, virtual
purchase, blogs etc.)
FAMILY
(orientation, procreation)
Involvement
the subjective important of the purchase and is a
function of financial and functional importance,
perceived risk, emotional value and sign value.
Habit formation.
Alternatively many decisions can be based on habit,
habit formation being a prerequisite of brand loyalty.
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BUYING BEHAVIOUR
HIGH LOW
INVOLVEMENT INVOLVEMENT
SIGNIFICANT
VARIETY
BRAND COMPLEX BB
SEEKING BB
DIFFERENCES
NO
SIGNIFICANT DISSONANCE
HABITUAL BB
BRAND REDUCING BB
DIFFERENCES
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STAGES OF BUYING DECISION
PROCESS
PROBLEM RECOGNITION
INFORMATION SEARCH
EVALUATION OF ALTERNATIVES
PURCHASE DECISION
POSTPURCHASE BEHAVIOUR
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TYPES OF CONSUMERS
Nonconsumer
Potential consumer
Unaware of need
Low intensity of present need
Lack of information about available products
Purchase from competitors
Lack of current means to purchase
Realized consumer
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Personal and Organizational consumer
Consumption process
Innovators
Early adopters
Early majority
Laggards
CONSUMER ADOPTION
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CONSUMER ADOPTION
PROCESS
STAGES
Awareness
Interest
Evaluation
Trial
Adoption
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Factors
People differ in readiness to try new product
Personal influence
Organizations differ in readiness to adopt
innovation
Organizations environment
Organization itself
Characteristics of the innovation
Relative advantage, compatibility, complexity,
divisibility, communicability, cost, risk, scientific
credibility, social approval
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