Buyer Behaviour in Consumer Market

8/3/2019 Buyer Behaviour in Consumer Market

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Chapter Questions

How do consumer characteristics

influence buying behavior?

What major psychological processesinfluence consumer responses to the

marketing program?

How do consumers make purchasing

decisions?

How do marketers analyze consumer

decision making?


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Tata Steel used

steeljunctiontoencourage

consumers to go

steel shopping and

to develop deeper

understanding of

individual and

householdcustomers.


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What Influences

Consumer Behavior?

Cultural Factors

Social Factors

Personal Factors


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What is Culture?

Culture is the fundamental determinant

of a persons wants and behaviors

acquired through socializationprocesses with family and other key

institutions.


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Subcultures

Nationalities

Religions

Racial groups

Geographic regions


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Social Classes

Upper uppers

Lower uppers

Upper middles

Middle class

Working class

Upper lowersLower lowers


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Characteristics of Social Classes

Within a class, people tend to behave

alike

Social class conveys perceptions ofinferior or superior position

Class may be indicated by a cluster of

variables (occupation, income, wealth)

Class designation is mobile over time


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Social Factors

Reference

groups

Socialroles

Statuses

Family


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Reference Groups

Membership groups

Primary groups

Secondary groups

Aspirational groups

Dissociative groups


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Provogue uses teenage icons as brand

ambassadors and a youth targeted

website to connect to its customers


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Radio Shack TargetsWomen with

Female Store Managers


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Roles and Status

What degree of status is

associated with various

occupational roles?


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Personal Factors

Age

Values

Life cycle

stage

Occupation

Personality

Self-

concept

Wealth

Lifestyle


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The Family Life Cycle


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Brand Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness


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Lifestyle Influences

Multi-tasking

Time-starved

Money-constrained


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Faysal Bank of

Pakistan has

extended

banking hours

for time-pressed

executives.


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Model of Consumer Behavior


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Key Psychological Processes

Motivation

MemoryLearning

Perception


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Motivation

Freuds

Theory

Behavior

is guided by

subconscious

motivations

Maslows

Hierarchy

of Needs

Behavior

is driven by

the lowest,

unmet need

Herzbergs

Two-Factor

Theory

Behavior is

guided by

motivating

and hygiene

factors


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Maslows Hierarchy of Needs


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Herzbergs Two-FactorTheory


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Perception

Selective Attention

Subliminal Perception

Selective Retention

Selective Distortion


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State Farm Mental Map


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Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Postpurchase

Behavior


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Problem Recognition


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Sources of Information

Personal

ExperientialPublic

Commercial


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Rural Consumer Behaviour

Rural consumers are more brand loyal

Restrictions on consumption

C

ollective consumption behaviour: forfamily rather than individual

Seasonality of consumption based onseasonality of agricultural

production/income Specific patterns in the five-stage

buying decision process


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Marketing Debate

Is target marketing ever bad?

Take a position:1. Targeting minorities is exploitive.

or

2. Targeting minorities is a soundbusiness practice.

Buyer Behaviour in Consumer Market

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