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Muhammad Eissa

Consumer Behavior

Agenda • Consumer behavior

• The relation

• Consumer buying process

• Types of consumer buying behavior

• Customer preferences

Consumer behavior • "the study of individuals, groups, or organizations

and the

processes they use to select, secure, use, and dispose of

products, services, experiences, or ideas to satisfy needs

and the impacts that these processes have on the consumer

and society"

The Relation • The relation between consumer behavior and

the marketing concepts:

– Marketers have to understand markets before marketing strategies.

– Buyer behavior is the decision making process and acts on individuals or organization.

Importance • In marketing plan.

• Design optimal product or service.

• Where the product should be available.

• Determine the price.

• Determine the method of promotion.

Consumer buying process • Problem Recognition

• Information search

• Evaluation of Alternatives

• Purchase decision

• Purchase

• Post-Purchase Evaluation

Problem Recognition

• Awareness of need.

• Lack of products.

Information search• Internal search

• External search

Evaluation of Alternatives• Establish criteria for evaluation.

• The buyer wants or does not want.

• Rank alternatives.

Purchase decision

• Choose buying alternative.

• Includes product, package, store,

method of purchase.

Purchase• time lapse between purchase

decision

and purchase step.

Post-Purchase Evaluation

• Satisfaction or Dissatisfaction.

• Have you made the right decision?

Types of consumer buying behavior• Routine Response.

• Limited Decision Making.

• Extensive Decision Making.

• Information from the companies MM.

Routine Response• Low cost items.

• Need very little search and decision effort.

• Purchased almost automatically.

Limited Decision Making• Unfamiliar brand.

• Requires an amount of time for information gathering.

Extensive Decision Making• Expensive and infrequently bought products.

• Spend a lot of time seeking information and deciding.

Information from the companies MM

Models of consumer behavior • Initiator : who first suggest buying the product or

service.

• Influencer: whose comments affects the decision made.

• Decider: who makes all or part of the buying decision.

• Buyer: who physically make the purchase.

• User : who consumes the product or service.

customer preferences• Quality services

• Cost • Comfort levels

• Safety

• Spare parts

• Brand image

Recap• Consumer behavior

• The relation

• Consumer buying process

• Types of consumer buying behavior

• Customer preferences

Any question

s

Thank You