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    Study of Consumer Behaviour Is Important

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    Nishi Singh
    The document discusses consumer buying behavior and decision making processes, outlining a simple model of consumer behavior that involves marketing stimuli and other influences affecting the buyer characteristics and decision process which leads to the buyer's response. It examines factors like cultural, social, individual, and psychological influences that impact the various stages of the consumer decision making process from need recognition through post-purchase evaluation. The different types of buying behaviors and decisions are also explored ranging from low to high involvement purchases.

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    Study of Consumer Behaviour Is Important

    Uploaded by

    Nishi Singh
    25 views11 pages
    The document discusses consumer buying behavior and decision making processes, outlining a simple model of consumer behavior that involves marketing stimuli and other influences affecting the buyer characteristics and decision process which leads to the buyer's response. It examines factors like cultural, social, individual, and psychological influences that impact the various stages of the consumer decision making process from need recognition through post-purchase evaluation. The different types of buying behaviors and decisions are also explored ranging from low to high involvement purchases.

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    2.Consumer Behaviour

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    The document discusses consumer buying behavior and decision making processes, outlining a simple model of consumer behavior that involves marketing stimuli and other influences affecting the buyer characteristics and decision process which leads to the buyer's response. It examines factors like cultural, social, individual, and psychological influences that impact the various stages of the consumer decision making process from need recognition through post-purchase evaluation. The different types of buying behaviors and decisions are also explored ranging from low to high involvement purchases.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    25 views11 pages

    Study of Consumer Behaviour Is Important

    Uploaded by

    Nishi Singh
    The document discusses consumer buying behavior and decision making processes, outlining a simple model of consumer behavior that involves marketing stimuli and other influences affecting the buyer characteristics and decision process which leads to the buyer's response. It examines factors like cultural, social, individual, and psychological influences that impact the various stages of the consumer decision making process from need recognition through post-purchase evaluation. The different types of buying behaviors and decisions are also explored ranging from low to high involvement purchases.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 11

    Study of Consumer Buying behaviour

    Consumer behaviour reflects consumer decision with respect to: To acquisition, consumption and disposition Of goods and services and ideas By human decision making (over time) # Consumer behavior can be defined as processes a person goes through when purchasing and using products and services, including the mental and social processes.

    Study of consumer behaviour is important Customer acquisition Cost of Customer retention serving a customer

    Repeat buying

    A SIMPLE MODEL OF CONSUMER BEHAVIOUR


    Input
    Mkting Stimuli Other Stimuli

    Process
    Black Box
    Buyer Characteristics Buyer Decision Process

    Output
    Buyers response

    Product Price Place Promotion

    Econ. Tech. Political Culture

    Product choice Brand choice Dealer choice Purchase timing and amt.

    Factors Influencing Buying Decisions


    Cultural Factors Social Factors

    Individual Factors

    Psychological Factors
    Social
    Reference Grps.

    CONSUMER DECISIONMAKING PROCESS

    BUY /
    DONT BUY

    Cultural Culture

    Personal
    Age & Life cycle stage

    Psychologicall
    Motivation Perception Learning Beliefs and attitudes

    Subculture
    Social Class

    Family
    Role and Status

    Occupation
    Economic sit. Lifestyle Personality & Self Concept

    Four Types of Buying Behavior


    High Involvement Significant Differences between Brands Complex buying behavior Low Involvement Variety-seeking buying behavior

    Few Differences between Brands

    Dissonance-reducing buying behavior

    Habitual buying behavior

    External Influences

    Consumer Decision Making

    Post decision behaviour

    Firms Marketing Efforts Product Price Promotion Distribution


    Socio-Cultural Env. 1. Family

    Psychological Issues 1. 2. 3. 4. 5. Motivation Perception Learning Personality Attitudes

    Trial Purchase Repeat Purchase

    Need Recog.

    2.
    3. 4. 5.

    Informal sources
    Non Commercial Sources Social Class Culture

    Pre-purchase Search
    Evaluation of alternatives

    Post Purchase Evaluation

    Experience

    INPUT

    PROCESS

    OUTPUT

    A Simple Model of Consumer Decision Making

    Consumer Buying DecisionMaking Process


    Need Recognition Information Search Cultural, Social, Individual and Psychological Factors affect all steps Evaluation of Alternatives Purchase Postpurchase Behavior

    The Buying Decision Process


    Customer Delight: Giving more to the customer than he expects will lead to a situation called customer delight
    Outrage
    1. 2. Do Nothing Do Not buy the same Brand/ product

    Delight

    In case of dissatisfaction, the consumer adopts the following courses of action:

    3.
    4. 5.

    Tell friends, neighbours, family members


    Lodge a complaint with the company Fiel a suit in the court of law

    All of these would depend in the intensity of the problem and the consumer himself.

    Customer Delight
    Steps taken by customer if delighted Do nothing Buy the product regularly Tell your family and friends about the experience. Influence people to buy the product. Never switch to any brand across categories.

    Successive Sets Involved in Customer Decision Making

    Types of Consumer Buying Decisions Examples?


    Routine Response Behavior

    Limited Decision Making

    Extensive Decision Making

    Less Involvement

    More Involvement

    Marketing Implications of Involvement


    High-involvement purchases require: extensive promotion to target market and good advertisement Low-involvement purchases require: instore promotion and eye-catching package design

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