Cb
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1.INTRODUCTION MARKET MARKETER 4Ps CUSTOMER VS CONSUMER MASLOW’S HIERARCHY OF NEEDS
2. CONSUMER BEHAVIOUR IS THE STUDY OF HOW INDIVIDUALS,GROUPS,AND ORGANISATIONS SELECT,BUY,USE,AND DISPOSE OF GOODS,SERVICES,IDEAS OR EXPERIENCES TO SATISFY THEIR NEEDS AND WANTS.
• IT ATTEMPTS TO UNDERSTAND THE BUYER DECISION MAKING PROCESS, BOTH INDIVIDUALLY AND IN GROUPS.
• IT STUDIES THE CHARACTERESTICS OF INDIVIDUAL CONSUMERS SUCH AS DEMOGRAPHICS,AND BEHAVIOURAL VARIABLES IN AN ATTEMPT TO UNDERSTAND PEOPLE’S WANTS. • IT ALSO TRIES TO ASSESS THE INFLUENCES ON THE CONSUMER FROM GROUPS SUCH AS FAMILY,FRIENDS,REFERENCE GROUPS AND SOCIETY IN GENERAL.
CONSUMER BEHAVIOUR ‘CONSUMER BEHAVIOUR IS THE PROCESS AND ACTIVITIES PEOPLE ENGAGE IN WHEN SEARCHING FOR,SELECTING,PURCHASING,USING,EVALUA TING, AND DISPOSING OF PRODUCTS AND SERVICES SO AS TO SATISFY THEIR NEEDS AND DESIRES’ - BELCH & BELCH.
3. WHY STUDY THE CONSUMER BEHAVIOUR ? IT PROVIDES CLUES FOR • IMPROVING OR INTRODUCING PRODUCTS AND SERVICES, • SETTING PRICES • DEVISING CHANNELS •CRAFTING MESSAGES DEVELOPING OTHER MARKETING ACTIVITIES / STRATEGIES.
• IT HELPS THE MARKETERS TO LOOK FOR EMERGING TRENDS THAT SUGGEST NEW MARKETING OPPURTUNITIES.
AN EARLY MODEL OF CONSUMER BEHAVIOUR
e r u
lt u C
So
cia
Motives
l
Attitudes Consumer Purchase Decision Learning
Perception Personality
Economic
Family
Business
Needs
MODEL OF CONSUMER BEHAVIOUR •
•
THE ECONOMIC THEORY OF LAW OF DEMAND UNDER INDIFFERENT CURVE ANALYSIS ‘ STATES THAT IF PRICE DECLINES, THEN THE QUANTITY DEMANDED ON THE PRODUCT WILL INCREASE.
THE INVERSE RELATIONSHIP BETWEEN THE PRICE AND THE QUANTITY LEADS TO DOWNWARD SLOPING DEMAND CURVE.
Model of Consumer Behavior EXTERNAL INFLUENCES Culture Subculture Demographics Social Status Reference Groups Family Marketing Activities
INTERNAL INFLUENCES Perception Learning Memory Motives Personality Emotions Attitudes
Experiences and Acquisitions
SITUATIONS Problem Recognition Information Search
SELF-CONCEPT and LIFESTYLE
Desires Needs
Alternative Evaluation and Selection Outlet Selection and Purchases Post-purchase Processes
Experiences and Acquisitions
SITUATIONS
BASIC MODEL OF CONSUMER DECISION MAKING •
PROBLEM RECOGNITION – CONSUMER PERCEIVES A NEED AND BECOMES MOTIVATED TO SOLVE THE PROBLEM
• INFORMATION SEARCH – CONSUMER SEARCHES FOR INFORMATION TO MAKE A PURCHASE DECISION.PERCEPTION • ALTERNATIVE EVALUATION – CONSUMER COMPARES THE PRODUCTS AND BRANDS THAT ARE UNDER THEIR CONSIDERATION.ATTITUDE FORMATION • MAKING PURCHASE DECISIONS – ONCE THE ALTERNATIVES ARE EVALUATED THE CONSUMER IS READY TO TAKE A PURCHASE DECISION. .POST PURCAHSE EVALUATION – CONSUMER COMAPRES THE PRODUCT’S PERFORMANCE WITH THEIR EXPECTATIONS.IF THE PRODUCT DOES NOT PERFORM AS EXPECTED THE CONSUMER EXPERIENCES POST PURCHASE DISATISFACTION.LEARNING
2. CONSUMER BEHAVIOUR IS THE STUDY OF HOW INDIVIDUALS,GROUPS,AND ORGANISATIONS SELECT,BUY,USE,AND DISPOSE OF GOODS,SERVICES,IDEAS OR EXPERIENCES TO SATISFY THEIR NEEDS AND WANTS.
• IT ATTEMPTS TO UNDERSTAND THE BUYER DECISION MAKING PROCESS, BOTH INDIVIDUALLY AND IN GROUPS.
• IT STUDIES THE CHARACTERESTICS OF INDIVIDUAL CONSUMERS SUCH AS DEMOGRAPHICS,AND BEHAVIOURAL VARIABLES IN AN ATTEMPT TO UNDERSTAND PEOPLE’S WANTS. • IT ALSO TRIES TO ASSESS THE INFLUENCES ON THE CONSUMER FROM GROUPS SUCH AS FAMILY,FRIENDS,REFERENCE GROUPS AND SOCIETY IN GENERAL.
CONSUMER BEHAVIOUR ‘CONSUMER BEHAVIOUR IS THE PROCESS AND ACTIVITIES PEOPLE ENGAGE IN WHEN SEARCHING FOR,SELECTING,PURCHASING,USING,EVALUA TING, AND DISPOSING OF PRODUCTS AND SERVICES SO AS TO SATISFY THEIR NEEDS AND DESIRES’ - BELCH & BELCH.
3. WHY STUDY THE CONSUMER BEHAVIOUR ? IT PROVIDES CLUES FOR • IMPROVING OR INTRODUCING PRODUCTS AND SERVICES, • SETTING PRICES • DEVISING CHANNELS •CRAFTING MESSAGES DEVELOPING OTHER MARKETING ACTIVITIES / STRATEGIES.
• IT HELPS THE MARKETERS TO LOOK FOR EMERGING TRENDS THAT SUGGEST NEW MARKETING OPPURTUNITIES.
AN EARLY MODEL OF CONSUMER BEHAVIOUR
e r u
lt u C
So
cia
Motives
l
Attitudes Consumer Purchase Decision Learning
Perception Personality
Economic
Family
Business
Needs
MODEL OF CONSUMER BEHAVIOUR •
•
THE ECONOMIC THEORY OF LAW OF DEMAND UNDER INDIFFERENT CURVE ANALYSIS ‘ STATES THAT IF PRICE DECLINES, THEN THE QUANTITY DEMANDED ON THE PRODUCT WILL INCREASE.
THE INVERSE RELATIONSHIP BETWEEN THE PRICE AND THE QUANTITY LEADS TO DOWNWARD SLOPING DEMAND CURVE.
Model of Consumer Behavior EXTERNAL INFLUENCES Culture Subculture Demographics Social Status Reference Groups Family Marketing Activities
INTERNAL INFLUENCES Perception Learning Memory Motives Personality Emotions Attitudes
Experiences and Acquisitions
SITUATIONS Problem Recognition Information Search
SELF-CONCEPT and LIFESTYLE
Desires Needs
Alternative Evaluation and Selection Outlet Selection and Purchases Post-purchase Processes
Experiences and Acquisitions
SITUATIONS
BASIC MODEL OF CONSUMER DECISION MAKING •
PROBLEM RECOGNITION – CONSUMER PERCEIVES A NEED AND BECOMES MOTIVATED TO SOLVE THE PROBLEM
• INFORMATION SEARCH – CONSUMER SEARCHES FOR INFORMATION TO MAKE A PURCHASE DECISION.PERCEPTION • ALTERNATIVE EVALUATION – CONSUMER COMPARES THE PRODUCTS AND BRANDS THAT ARE UNDER THEIR CONSIDERATION.ATTITUDE FORMATION • MAKING PURCHASE DECISIONS – ONCE THE ALTERNATIVES ARE EVALUATED THE CONSUMER IS READY TO TAKE A PURCHASE DECISION. .POST PURCAHSE EVALUATION – CONSUMER COMAPRES THE PRODUCT’S PERFORMANCE WITH THEIR EXPECTATIONS.IF THE PRODUCT DOES NOT PERFORM AS EXPECTED THE CONSUMER EXPERIENCES POST PURCHASE DISATISFACTION.LEARNING
