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Analyzing
6666Analyzing
Consumer MarketsMr. Mr. Ajit AryaAjit Arya
FacultyFaculty--MarketingMarketing
Department of Business StudiesDepartment of Business Studies
C. U. Shah College of C. U. Shah College of Engg. & TechEngg. & Tech..
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Chapter Questions
• How do consumer characteristics influence
buying behavior?
• What major psychological processes
influence consumer responses to the influence consumer responses to the
marketing program?
• How do consumers make purchasing
decisions?
• How do marketers analyze consumer
decision making?
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Analyzing Consumer Markets
“The most important ingredient in the success of an organization is a organization is a satisfied customer”
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What is Consumer Behavior?
Consumer behavior is the study of how individuals, groups, and
organizations select, buy, use, and dispose of goods, services, ideas, or dispose of goods, services, ideas, or experience to satisfy their needs and
wants.
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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 person’s wants and behaviors
acquired through socialization processes with family and other key processes with family and other key
institutions.
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Subcultures
•• Subcultures:Subcultures: subgroup of culture with its own, different modes of behavior
– Subcultures can differ by:• Ethnicity or Nationality
• Age or Gender• Age or Gender
• Religion
• Social class
• Profession
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– Cultural differences are particularly important for international marketers
– Successful strategies in one country often cannot extend to other international markets because of cultural variations
International Perspective on
Cultural Influences
because of cultural variations
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Social Classes
•• Social classes:Social classes: groups whose rankings are determined by occupation, income, education, family background, and residence location.1. lower - lowers
2. upper - lowers
3. working class
4. middle class
5. upper middles
6. lower – uppers
7. upper - uppers
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Social Factors
• Reference Groups
• Family
• Roles and Status
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Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
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•• OpinionOpinion leaderleader is theperson who offersinformal advice orinformation about aspecific product.
• They are trendsetters• They are trendsetterswho purchase newproducts before othersin a group and theninfluence others in theirpurchases.
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•• JordacheJordache
– Advertisement Illustrating the Influence of Friendship Friendship Groups on Purchase Decisions
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Personal Factors
• Age and stage in the life cycle
• Occupation and economic circumstances
• Personality and self – concept
• Lifestyle and values (AIO)• Lifestyle and values (AIO)
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The Family Life Cycle
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Model of Consumer Behavior
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Key Psychological Processes
Motivation Perception
MemoryLearning
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•• PerceptionsPerceptions is the process by which we select, organize, and select, organize, and interpret information to create a meaningful picture of the world.
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Perception
Selective Attention
Selective RetentionSelective Retention
Selective Distortion
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Learning
• An immediate or expected change in behavior as aresult of experience.
• The learning process includes the component of:
��DriveDrive –– any strong stimulus that impels action[fear, pride, hunger][fear, pride, hunger]
��CueCue –– an object in the environment that determinesthe nature of the consumer’s response to a Drive[ad for a restaurant]
��ResponseResponse –– a reaction to a set of Drives and Cues[go to the restaurant]
��ReinforcementReinforcement –– a reduction in drive that resultsfrom a proper response
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Memory
• Short – term memory (STM)
• Long – term memory (LTM)
– Memory processes
– Memory retrieval
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Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
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Sources of Information
A)Personal (family, friends)
B)Commercial (advertising, Web sites, salespeople)
C)Public (mass media, consumer organizations)
D)Experiential (handling, examining, using the product)
• Personal (family, friends)
• Commercial (advertising, Web sites, salespeople)
• Public (mass media, consumer organizations)
• Experiential (handling, examining, using the
product)product)
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Successive Sets Involved in Consumer Decision Making
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Evaluation of Alternatives
• Belief —a descriptive thought that a person
holds about something.
• Attitude—a person’s enduring favorable or
unfavorable evaluation, emotional feeling, and
action tendencies toward some object or idea.action tendencies toward some object or idea.
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Expectancy – Value Model
• The expectancy-value model of attitude formation posits
that consumers evaluate products and services by
combining their brand beliefs—the positives and
negatives— according to importance.
Importance weight x beliefComputer A: .4(10) + .3(8) + .2(6) + .1(4) = Computer A: .4(10) + .3(8) + .2(6) + .1(4) = 8.08.0
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Non-Compensatory Models of Choice
• Conjunctive – minimum cutoff
• Lexicographic – most important attribute
• Elimination-by-aspects – base on probability of choosing an attributeprobability of choosing an attribute
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Stages between Evaluation of Alternatives and Purchase
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Perceived Risk
Functional
Physical
FinancialFinancial
Social
Psychological
Time
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Post Purchase Behavior
• Post purchase satisfaction
• Post purchase action
• Post purchase use and disposal
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Thank You!!!Thank You!!!