consumer behaviour
DESCRIPTION
The ppt is on consumer behaviourTRANSCRIPT
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Consumer Buying Behavior
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Consumer Behaviour
Learning Objectives:
•To Understand what motivates a customer to buy a product or service.• To Understand the Buying Roles • To Understand the different types of buying.• To Know the consumer decision making process.
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Consumer Behaviour
Definition:
Consumer buyer Behaviour
The buying behaviour of final consumers- individuals and households who buy goods and services for personal consumption.
Consumer Market:
All the individuals and households who buy or acquire goods and services for personal consumption.
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Consumer Behaviour
Businesses now spend considerable sums trying to learn about what makes “customers tick”.
The questions they try to understand are:
• Who buys?• How do they buy?• When do they buy?• Where do they buy?• Why do they buy?
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Consumer Buying Decision Process
Who Makes the Buying Decision
Types of Buying Decisions
Stages in the Buying Process
Marketers Must Identify and Understand:
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Consumer Buying Decision Process
Understand
Buying roles Buying behavior Buying decision
process
Initiator Influencer Decider Buyer User
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Consumer Buying Decision Process
Understand
Buying roles Buying behavior Buying decision
process
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior Variety-seeking buying
behavior
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Types of Buying Behaviour
Complex Buying behaviour
Variety Seeking buying behaviour
Dissonance reducing buying behaviour
Habitual buying behaviour
High Involvement Low Involvement
Significance differences between the brand
Few differences between the brand
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Consumer Buying Decision Process
Understand
Buying roles Buying behavior Buying decision
process
Five stages in the consumer buying process
The amount of time spent in each stage varies according to several factors
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Consumer Buying Decision Process
Five-Stage Model of the Consumer Buying Process
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Need Recognition
Need/Problem Recognition Can be triggered by internal or external
stimuli Needs become wants, which lead to
behavior Marketing stimuli can stimulate a desire
for information
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How does the customer obtain the information ?
• Personal sources:
family, friends, neighbours etc• Commercial sources:
advertising; salespeople; retailers; dealers; packaging; point-of-sale displays• Public sources:
newspapers, radio, television, consumer organisations; specialist magazines• Experiential sources:
handling, examining, using the product
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How does the customer use the information obtained?
High-involvement purchases include those involving high expenditure or personal risk – for example buying a house, a car or making investments.
Low involvement purchases (e.g. buying a soft drink, choosing some breakfast cereals in the supermarket) have very simple evaluation processes.
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Consumer Buying Decision Process
Successive Sets Involved in Consumer Decision Making
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Alternative evaluation The stage of the buyer decision
process in which the consumer uses information to evaluate alternative brands in the choice set.
Customers evaluate products as bundles of attributes Brand attributes Product features Aesthetic attributes Price
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Purchase intention and the act of buying are distinct concepts
Potential intervening factors between intention and buying (car example): Unforeseen circumstances Angered by the salesperson or sales manager Unable to obtain financing Customer changes mind
Key issues in the purchase decision stage: Product availability Possession utility
Purchase Decision
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Four possible outcomes in the postpurchase stage: (1) Delight (2) Satisfaction (3) Dissatisfaction (4) Cognitive Dissonance
Firm’s ability to manage dissatisfaction and cognitive dissonance is: A key to creating customer satisfaction A major influence on word-of-mouth communication
Postpurchase Evaluation
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Campbell’s neuromarketing initiative