different consumer behavior theories on the produccts
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Consumer Behavior
Presented to Mr. Shazif Iqbal
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Who is CONSUMER?
“Any individual who purchases goods &
services from the market for his/her end use is called
Consumer.”
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What is Consumer Interest & Behavior?
• Consumer Interest is nothing but the willingness of consumer to purchase
product and service as per their taste, need & of course pocket.
• Consumer Behavior is a branch which deals with the various stages a consumer goes through before
purchasing products or services for the end use.
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Products & Consumer Behavior Theories
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LAPTOP (HP)
Situation Need for a Friend
Theories Applied Hedonic Consumption Motivation Information Influence
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Handsfree (A4Tech)
Situation Replacement due to defect
Theories Applied Utilitarian Need Intrinsic Need Extensive Problem Solving
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Mobile (Sony Xperia SL)
Situation Wanted to change with the latest
technology Theories Applied
Hedonic Consumption Need for Power Intrinsic / Extrinsic Need Utilitarian Information
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Engine Oil (Shell)
Situation: Oil change required after driving 4,000
kms Theories Applied:
Primary Need Formal & Technical Learning Routine Response Behavior Standard Learning Hierarchy (CAB) Attitudes as Learned Predisposition
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CocaCola
Situation Addictive to coke, drink it every time we
go out Theories Applied
Addictive Consumption Taste Low Involvement Invisible Hand of Culture
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Ball Point Pen
Situation As a student, it’s our need to have a
smooth pen Theories Applied
Low Involvement Primary Need Instrumental Conditioning
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Shoes (Clarks)
Situation Got discount when visited the store,
bought a pair although already have one Theories Applied
Referent Power Sensory Market Instrumental Learning JND (Just Noticeable Difference) Tri Component
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Birthday Cake (Avari)
Situation Surprise party organized on 62nd
birthday of father Theories Applied
Taste Formal Learning Informational Influence Emotional View Tri Component
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Jeans (Outfitters)
Situation Wanted to buy for comfort and fashion
Theories Applied Positive Reinforcement Informal Learning Low Involvement (CBA: Cognition, Behavior, Affect)
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Halwa Puri (Capri Restaurant)
Situation Ayashi.com after CB’s class
Theories Applied Taste Classical Conditioning Tri Component
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Blood Pressure Instrument
Situation Previous one was not providing accurate
results, opted a new one Theories Applied
Extensive Problem Solving Multi Attribute Attitude Model Instrumental Conditioning
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Sugar Checking Strips
Situation Needed to check the glucose level on
daily basis to have a balance level of sugar
Theories Applied Routine Response Behavior Absolute Threshold
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Remote Control
Situation Previous remote was not working
properly so bought a new one for television
Theories Applied Stimulus Generation Primary Need Limited Problem Solving
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Fuel (Hi-Octane)
Situation Needed for car to drive and enjoy
Theories Applied JND (Just Noticeable Difference) Utilitarian Need Hedonic Consumption Need for a Uniqueness Value Expressive
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PTCL (Broadband)
Situation Paid PTCL Broadband monthly bill and
recommended to a friend to have PTCL Broadband Internet connection
Theories Applied E-Word of Mouth Need for Affiliation Informational Power
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Ice cream
Situation Had ice cream in a shopping mall with
friends, bought 2 cups and got 1 free Theories Applied
Taste Weber’s Law JND Intrinsic Need
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Laptop Protector
Situation to get protection for my laptop and save
it from scratches Theories Applied
Utilitarian Influence Multi Attribute Attitude Experiential Hierarchy
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French Fries (Khan Chips Corner)
Situation Love the taste, unique French Fries in
town Theories Applied
Taste Compulsive
Consumption
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Printing Paper
Situation Required for final projects assigned by
professors in university Theories Applied
Color Sub Liminal
Perception Informational Influence
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Assignment Sheets
Situation Required to complete the assigned
projects and assignments Theories Applied
Color Referent Power
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Mobile Screen Protector
Situation To protect mobile’s screen
Theories Applied Hedonic Consumption Multi Attribute Attitude Object Utilitarian Influence Informational Influence
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Stapler Pins
Situation Required to staple documents so that
the documents can be handled with ease Theories Applied
Primary Need Limited Problem Solving Routine Problem Solving
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Lays
Situation To overcome hunger during university
hours and Lays come into minds whenever we buy coke
Theories Applied Low Involvement Symbolic View Experiential Hierarchy
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Fresh Juice
Situation To boost the energy level and it helps to
keep us fresh Theories Applied
Taste Experiential Hierarchy Extrinsic Value Formal & Technical
Learning
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Weetabix Biscuits
Situation Biscuits are served with tea no matter
which class we may belong to Theories Applied
Taste Extrinsic Value Utilitarian Need
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Biryani (Karachi Biryani)
Situation Most famous dish in Punjab and Karachi
Biryani is one of the best in town Theories Applied
Sensory Marketing Intrinsic / Extrinsic Need
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Milk (Olper’s)
Situation Daily use of every house, considered as
a primary need Theories Applied
Primary Need Taste Formal / Informal & Technical Learning
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Hood
Situation For winter season to save myself from
cold Theories Applied
Multi Attribute Attitude Object Tri Component Informational Influence Symbolic
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Medicine
Situation Required to get rid of diseases and its
symptoms and treatment purposes based on precautions
Theories Applied Primary Need Standard Learning Hierarchy Hopson Choice Perceptional Blocking
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Bon Vivant
Situation Premium cola introduced by Gourmet so
decided to have a taste Theories Applied
Taste Utilization Influence Intrinsic Need National
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Book (Managerial Accounting)
Situation Purchased for the course work according
to the instructor Theories Applied
Primary Need Technical Learning / Formal Learning
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CNG
Situation Cheap source of energy for cars, get my
car refilled twice in a week Theories Applied
Instrumental Learning Cognitive Dissonance Theory
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Conclusion
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“If you think your teacher is tough,Wait until you get a Boss.He Doesn’t have a Tenure.”
Last Words.