Consumer Behavior
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Transcript of Consumer Behavior
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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