buyer behaviour in consumer market
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Chapter Questions
How do consumer characteristics
influence buying behavior?
What major psychological processesinfluence consumer responses to the
marketing program?
How do consumers make purchasing
decisions?
How do marketers analyze consumer
decision making?
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Tata Steel used
steeljunctiontoencourage
consumers to go
steel shopping and
to develop deeper
understanding of
individual and
householdcustomers.
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What Influences
Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
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What is Culture?
Culture is the fundamental determinant
of a persons wants and behaviors
acquired through socializationprocesses with family and other key
institutions.
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Subcultures
Nationalities
Religions
Racial groups
Geographic regions
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. 6-6
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowersLower lowers
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Characteristics of Social Classes
Within a class, people tend to behave
alike
Social class conveys perceptions ofinferior or superior position
Class may be indicated by a cluster of
variables (occupation, income, wealth)
Class designation is mobile over time
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Social Factors
Reference
groups
Socialroles
Statuses
Family
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Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
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Provogue uses teenage icons as brand
ambassadors and a youth targeted
website to connect to its customers
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Radio Shack TargetsWomen with
Female Store Managers
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Roles and Status
What degree of status is
associated with various
occupational roles?
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Personal Factors
Age
Values
Life cycle
stage
Occupation
Personality
Self-
concept
Wealth
Lifestyle
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The Family Life Cycle
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Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
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Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
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Faysal Bank of
Pakistan has
extended
banking hours
for time-pressed
executives.
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Model of Consumer Behavior
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Key Psychological Processes
Motivation
MemoryLearning
Perception
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Motivation
Freuds
Theory
Behavior
is guided by
subconscious
motivations
Maslows
Hierarchy
of Needs
Behavior
is driven by
the lowest,
unmet need
Herzbergs
Two-Factor
Theory
Behavior is
guided by
motivating
and hygiene
factors
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Maslows Hierarchy of Needs
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Herzbergs Two-FactorTheory
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Perception
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion
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State Farm Mental Map
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Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
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Problem Recognition
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Sources of Information
Personal
ExperientialPublic
Commercial
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Rural Consumer Behaviour
Rural consumers are more brand loyal
Restrictions on consumption
C
ollective consumption behaviour: forfamily rather than individual
Seasonality of consumption based onseasonality of agricultural
production/income Specific patterns in the five-stage
buying decision process
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Marketing Debate
Is target marketing ever bad?
Take a position:1. Targeting minorities is exploitive.
or
2. Targeting minorities is a soundbusiness practice.
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