Consumer Behaviour

Analyzing Consumer Behaviour

By : Shinta Rahmani, SE., M.Si

Marketing

Source : Principle of Marketing, Philip Kotler

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ANALYZING CONSUMER BEHAVIOR    

FACTORS INFLUENCING CONSUMER BEHAVIOR BUYING ROLES TYPES OF BUYING BEHAVIOR THE BUYING DECISION PROCESS

Marketing

Source : Principle of Marketing, Philip Kotler

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FACTORS INFLUENCING CONSUMER BEHAVIOR CULTURAL FACTORS:  Culture  Sub-culture  Social Class  SOCIAL FACTORS:  Reference groups  Family  Roles & statuses 

Marketing

Source : Principle of Marketing, Philip Kotler

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FACTORS INFLUENCING CONSUMER BEHAVIOR(2)      

Marketing

PERSONAL FACTORS Age and Life-Cycle Stage Occupation Economic Circumstances Lifestyle Personality & Self-concept

Source : Principle of Marketing, Philip Kotler

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FACTORS INFLUENCING CONSUMER BEHAVIOR (3) 

PSYCHOLOGICAL FACTORS



Motivation Learning Perception Beliefs & Attitudes

  

Marketing

Source : Principle of Marketing, Philip Kotler

5

Maslow’s Hierarchy of Needs Self   Actualization

(Self­development)

Esteem Needs

(self­esteem, status) Social Needs

(sense of belonging, love)

Safety Needs

(security, protection)

Physiological Needs (hunger, thirst) 

Marketing

Source : Principle of Marketing, Philip Kotler

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Buying Roles     

Marketing

INITIATOR: The first person to suggest the idea of buying. INFLUENCER: A person whose views impact the buying decision. DECIDER: The person who decides on what, when & where to buy the product or service. BUYER: The actual purchaser. USER: The person who uses/consumes the product or service.

Source : Principle of Marketing, Philip Kotler

7

TYPES OF BUYING BEHAVIOR DEGREE OF INVOLVEMENT HIGH

HIGH

DEGREE OF DIFFERENCES IN BRANDS LOW

Marketing

LOW

COMPLEX BUYING BEHAVIOR

VARIETYSEEKING BUYING BEHAVIOR

DISSONANCEREDUCING BUYING BEHAVIOR

HABITUAL BUYING BEHAVIOR

Source : Principle of Marketing, Philip Kotler

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THE BUYING DECISION PROCESS Problem/need Recognition  Information Search  Evaluation Of Alternatives  Purchase Decision  Postpurchase Behavior 

Marketing

Source : Principle of Marketing, Philip Kotler

9

PROBLEM/NEED RECOGNITION    

     Marketing

From Internal Stimuli: Hunger Thirst Fear From External Stimuli: Neighbor’s Purchases Advertisements Window Shopping Newspapers & Magazines Source : Principle of Marketing, Philip Kotler

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INFORMATION SEARCH 

   

From Personal Sources: Family Friends Neighbors Acquaintances



    

Marketing

From Commercial Sources: Advertisements Dealers Salespersons Packaging Displays

Source : Principle of Marketing, Philip Kotler

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INFORMATION SEARCH (CONTD)  From     

Marketing

Commercial Sources:

Advertisements Dealers Salespersons Packaging Displays

Source : Principle of Marketing, Philip Kotler

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INFORMATION SEARCH (CONTD) 

 



From Public Sources: Mass Media Chambers of Commerce Consumer Rating Magazines

Marketing









From Experiential Sources: Handling the Product Examining the Product Using the Product

Source : Principle of Marketing, Philip Kotler

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EVALUATION OF ALTERNATIVES      

Successive Sets in Consumer DecisionMaking: Total Set Awareness Set Consideration Set Choice Set Buying Decision (continued)

Marketing

Source : Principle of Marketing, Philip Kotler

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PURCHASE DECISION  



Interfering Factors: Attitudes of Others: Opposing and intense opinions of family members, close friends and acquaintances Unanticipated situational factors: Changes in income, job transfer, loss of employment, change of priority e.g. sudden payment of educational fees etc.

Marketing

Source : Principle of Marketing, Philip Kotler

15

POST PURCHASE BEHAVIOR    

    Marketing

Post purchase Satisfaction: Keep the Product Store the Product Convert to a Second Use Post purchase Dissatisfaction: Try to return the product/take legal recourse Rent it Get rid of it/Throw it Source : Principle of Marketing, Philip Kotler

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