consumers buyers behaviour
TRANSCRIPT
Consumer Buying Behavior Consumer Buying Behavior refers to the
buying behavior of final consumers – individuals & households who buy goods and services for personal consumption.
All these consumers make up the consumer market.
The central question for marketers is: “How do consumers respond to various
marketing efforts the company might use?”
Social
Referencegroups
Family
Rolesand
status
PersonalAge andlife-cycle
OccupationEconomicsituationLifestyle
Personalityand
self-concept
Psycho-logical
MotivationPerceptionLearning
Beliefs andattitudes
Buyer
Culture
Sub-culture
Socialclass
Cultural
HighInvolvement
Significantdifferences
betweenbrands
Fewdifferences
betweenbrands
LowInvolvement
ComplexBuying
Behavior
Variety-SeekingBehavior
Dissonance-Reducing Buying
Behavior
HabitualBuying
Behavior
Post-purchaseBehavior
PurchaseDecision
InformationSearch
Need Recognition
Evaluationof Alternatives
State Where the
Buyer’s Needs are
Fulfilled and the
Buyer is Satisfied.
Needs Arising From:
Internal Stimuli –
Hunger
External Stimuli-
Friends
Buyer
Recognizes
a
Problem or a
Need.
•Family, friends, neighbors•Most effective source of information
•Advertising, salespeople•Receives most information from these sources
•Mass Media•Consumer-rating groups
•Handling the product•Examining the product•Using the product
Personal Sources
Commercial Sources
Public Sources
Experiential Sources
Consumer May Use Careful Calculations & Logical Thinking
Consumers May Buy on Impulse and Rely on Intuition
Consumers May Make Buying Decisionson Their Own.
Consumers May Make Buying DecisionsOnly After Consulting Others.
Marketers Must Study Buyers to Find Out How They Evaluate Brand [email protected]
Purchase IntentionDesire to buy the most preferred brand
Purchase Decision
Unexpected
Situational
Factors
Attitudes
of Others
Consumer’s Expectations of Product’s Performance.
Product’s Perceived Performance.
Dissatisfied Customer
Satisfied Customer!
Cog
nitiv
e D
isso
nanc
e
Awareness: Consumer is aware of
product, but lacks information.
Interest: Consumer seeks Information about new product.
Evaluation: Consumer considerstrying new product.
Trial: Consumer tries new product on a small scale.
Adoption: Consumer decides to make regular use of product.
Perc
enta
ge o
f Ado
pter
s
Time of AdoptionEarly Late
Inno
vato
rs
Early Adopters
Early Majority
2.5%13.5%
34% 34%
16%
Laggards
Late Majority
UnexpectedSituational
Factors
Attitudes of
Others
EthicalDecision-
Making Unit
of a Buying
Organization
is Called Its
Buying
Center.
UsersInfluencers
Buyers
DecidersGatekeepers
Roles Include
EnvironmentalEconomic developments
Supply Conditions
Technological change
Political and regulatorydevelopments
Competitive Developments
Culture and customs
OrganizationalObjectives
Policies
Procedures
OrganizationalStructure
Systems
InterpersonalAuthority
Status
Empathy
Persuasiveness
IndividualAgeEducationJob PositionPersonalityRisk Attitudes
Buyers
Stage 1. Problem Recognition
Stage 2. General Need Description
Stage 3. Product Specification
Stage 4. Supplier Search
Stage 5. Proposal Solicitation
Stage 6. Supplier Selection
Stage 7. Order-Routine Specification
Stage 8. Performance [email protected]