Post on 19-Nov-2014
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Marketing Management Prepared by
PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
(Ex. HOD-MARKETING,BSD)E:forrajeshkumar@gmail.com
P:9810275444www.marketingandbrandingguru.com
Perspectives on Consumer Behavior
Perspective on Consumer Behaviors:An average American :136,692,500 ad in various form 2 million TV commercial
Consumer Behavior:It is a process & activities people engage in when
searching for selecting, purchasing, evaluating & disposing the product & services to satisfy their needs
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Buyer Decision Making Process.
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Consumer Decision-Making Process
Postpurchase BehaviorPostpurchase Behavior
PurchasePurchase
Evaluation of AlternativesEvaluation of Alternatives
Information SearchInformation Search
Need RecognitionNeed Recognition
Cultural, Social, Individual and Psychological Factors affect all steps
Cultural, Social, Individual and Psychological Factors affect all steps
Consumer Decision Making
Stages in the consumer decision making process & relevant psychological processes:
consumer decision---------- Psychological Process• Problem Recognition ::::::::::: Motivation• Information Search:::::::::::::::Perception• Alternative Evaluation:::::::::: Attitude Formation• Purchase Decision:::::::::::::::: Integration• Post purchase Evaluation::::::Learning
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Consumer Decision Making
Problem Recognition:There are following source• Out of Stock• Dissatisfaction• New Needs & Wants• Related product Purchase• Market Induced recognition• New Product
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Information Search
Personalsources
Marketsources
Publicsources
Personalexperience
Perception
The Selective Perception Process
• Selective Exposure• Selective Attention• Selection Comprehension• Selection Retention
Add attraction by color
Alternate Evaluation
• All available brands• Brand A • Brand B • Brand C • Brand D • Brand E
• Brand F • Brand G • Brand H • Brand I • Brand J
• Brand K • Brand L • Brand M • Brand N • Brand O
Evoked Set of Brands
Brand F
Brand E
Attitude Formation
Attitude Formation:It can be judge by following process• Individual• Ads • Media• Retailers• Organization• Product Brand • Company
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Purchase Decision
Purchase Decision:After having deep thinking finally consumer
decide to purchase the goods of his choice. The final decision may varies due to following reason
• Brand• Price• Satisfaction
Decision on Ad
Post Purchase Evaluation
Post Purchase Evaluation:Now it is the time to reevaluate the things.
Consumer deeply thinks about product or services after using it & finally reach to following option
• Satisfaction• Dissatisfaction• Cognitive Dissonance
External Influences in Consumer Behavior
External Influences in Consumer Behavior:Following factor may influence • Culture• Subculture• Social Class• Reference Group• Situational Determinants