y MC D IS BASED IN OAK BROOK, ILLIONOIS.

y A FIRM S ABILITY TO ESTABLISH AND MAINTAIN

SATISFYING CUSTOMER RELATIONSHIPS REQUIRES AN UNDERSTAINDING OF BUYING BEHAVIOUR.

y BUYING BEHAVIOUR IS THE DECISION PROCESS

AND ACTS OF PEOPLE INVOLVED IN BUYING AND USING PRODUCTS.

y CONSUMER BUYING BEHAVIOUR REFERS TO THE

BUYING BEHAVIOUR OF ULTIMATE CONSUMERS, THOSE WHO PURCHASE PRODUCTS FOR PERSONAL OR HOUSEHOLD USE AND NOT FOR BUSINESS PURPOSES.

y WHAT IS A MARKETING STRATEGY?

MARKETER SHOULD UNDERSTAND THE BUYING BEHAVIOUR BECAUSEy BUYER S REACTIONS TO A FIRM S MARKETING

STRATEGY HAVE A GREAT IMPACT ON THE FIRM S SUCCESS. y THE MARKETING CONCEPT STRESSES THAT A FIRM SHOULD CREATE A MARKETING MIX THAT SATISFIES THE CUSTOMERS. y BY GAINING BETTER POSITION TO PREDICT HOW CONSUMERS WILL RESPOND TO MARKETING STRATEGIES.

AND NOW, YOU KNOWy HOW THE CONSUMER S LEVEL OF INVOLVEMENT

AFFECTS THE TYPE OF PROBLEM SOLVING EMPLOYED AND DISCUSS THE TYPES OF CONSUMER PROBLEM SOLVING PROCESSES. y ANALYSE THE MAJOR STAGES OF THE CONSUMER BUYING DECISION PROCESS, BEGINNING WITH PROBLEM RECOGNITION, INFORMATION SEARCH, AND EVALUATION OF ALTERNATIVES AND PROCEEDING THROUGH PURCHASE AND POST PURCHASE EVALUATION.

y WE ALSO EXAMINE,, SITUATIONAL INFLUENCES-

SURROUNDINGS, TIME, PURCHSE REASON, AND BUYER S MOOD AND CONDITION-THAT AFFECT PURCHASING DECISIONS. y PSYCHOLOGICAL INFLUENCES ON PURCHASING DECISIONS: PERCEPTION, MOTIVES,LEARNING, ATTITUDES, PERSONALITY AND SELF CONCEPT AND LIFE STYLES.

y WE CONCLUDE WITH A DISCUSSION OF SOCIAL

INFLUENCES THAT BUYING BEHAVIOUR, INCLUDING ROLES, FAMILY, REFERENCE GROUPS AND OPINION LEADERS, SOCIAL CLASSES, AND CULTURE AND SUBCULTURES.

LE EL F I L E E T S E P LE -S L I ESS Py CONSUMERS TRY TO ACQUIRE AND MAINTAIN

AN ASSORTMENT OF PRODUCTS THAT SATISFY THEIR CURRENT AND FUTURE NEEDS. y WHEN PURCHASING SUCH PRODUCTS SUCH AS FOOD, CLOTHING, SHELTER, MEDICAL CARE, EDUCATION, RECREATION, AND TRANSPORTATION, PEOPLE ENGAGEIN DIFFERENT TYPES OF PROBLEM SOLVING PROCESSES.

y THE TYPE OF PRBOLEM SOLVING PROCESS

EMPLOYED DEPENDS ON THE CUSTOMER S LEVEL OF INVOLVEMENT. y THE DEGREE OF INTEREST IN A PRODUCT AND THE IMPORTANCE ,THE INDIVIDUAL PLACES ON THIS PRODUCT.

y HIGH INVOLVEMENT PRODUCTS TEND TO BE

THOSE VISIBLE TO OTHERS. THEY ARE EXPENSIVE. y EG: CLTHING, FURNTIURE, OR AUTOMOBILES, HEALTH CARE.

LOW INVOLVEMENTy PRODUCTS TEND TO BE THOSE THAT ARE LESS

EXPENSIVE AND HAVE LESS ASSOCIATED SOCIAL RISK, SUCH AS GROCERY ITEMS.

y WHEN A PERSON S INTEREST IN A PRODUCT

CATEGORY IS ONGOING AND LONG TERM, IT IS REFERRED TO AS ENDURING INVOLVEMENT. IN CONTRAST, SITUATIONAL INVOLVEMNET IS TEMPORARY AND DYNAMIC, AND RESULTS FROM A PARTICULAR SET OF CIRCUMSTANCES.

y INVOLVEMENT AS WELL AS OTHER

FACTORS,AFFECTS A PERSON S SELECTION OF ONE OF THREE TYPES OF CONSUMER PROBLEM SOLVING. y A CONSUMER USES ROUTINIZED RESPONSE BEHAVIOUR WHEN BUYING FREQUENTLY PURCHASED, LOW-COST ITEMS NEEDING VERY LITTLE SEARCH AND DECISION EFFORT.

y TYPICALLY LOW INVOLVEMENT PRODUCTS ARE

BOUGHT THROUGH ROUTINIZED RESPONSE BEHAVIOUR, THAT IS, ALMOST AUTOMACTICALLY. EG: SOFT DRINK, BRAND OF CEREAL.

LIMITED ROBLEM SOLVINGy A type of problem solving process. y BUYERS ENGAGE IN LIMITED PROBLEM SOLVING

WHEN BUYING PRODUCTS OCCASIONALLY OR WHEN THEY NEED TO OBTAIN INFORMATION ABOUT AN UNFAMILIAR BRAND IN A FAMILIAR PRODUCT CATEGORY. y THIS TYPE OF PROBLEM SOLVING REQUIRES A MODERATE AMOUNT OF TIME FOR INFO GATHERING AND DELIBERATION.

EG FOR LIMITED ROBLEM SOLVINGP&G : TIDE LAUNDRY DETERGENT: INFO FROM FRIENDS OR WATCHING COMMERCIAL

EXTENDED ROBLEM SOLVINGy OCCURS WHEN PURCHASING UNFAMILIAR,

EXPENSIVE OR INFREQUENTLY BOUGHT PRODUCTS-FOR INSTANCE y : CAR, HOME OR COLLEGE EDUCATION y THE BUYER USES MANY ELIGIBILTY CRITERIA y EXTENDED PROBLEM SOLVING IS USED FOR PURCHASING HIGH INVOLVEMENT PRODUCTS.

y IMPULSE BUYING: INVOLVES NO CONSICIOUS

PLANNING BUT RESULTS FROM A POWERFUL URGE TO BUY SOMETHING IMMEDIATELY.

CONSUMER BUYING DECISION ROCESSy A FIVE-STAGE PURCHASE DECISION PROCESS y y y y y

THAT INCLUDES : PROBLEM RECOGNITION INFORMATION SEARCH EVALUATION OF ALTERNATIVES PURCHASE POST PURCHSE EVALUATION

CONSIDER THESE IM

OINTS

y THE ACTUAL ACT OF PURCHASING IS ONLY ONE

STAGE IN THE PROCESS, AND USUALLY NOT THE FIRST STAGE. y EVEN THOUGH, WE INDICATE THAT A PURCHASE OCCURS, NOT ALL DECISION PROCESS LEAD TO A PURCHASE; y INDIVIDUALS MAY END THE PROCESS AT ANY STAGE y NOT ALL CONSUMER DECISIONS INCLUDE ALL FIVE STAGES.

y PEOPLE ENGAGED IN EXTENDED PROBLEM

SOLVING USUALLY GO THROUGH ALL STAGES OF THIS DECISION PROCESS, WEHRE AS THOSE ENGAGED IN LIMITED PROBLEM SOLVING AND ROUTINIZED RESPONSE BEHAVIOUR MAY OMIT SOME STAGES.

POSSIBLE INFLUENCES ON THE DECISION PROCESSy SITUATIONAL INFLUNCES: y PHYSICAL SURROUNDINGS y SOCIAL SURROUNDINGS y TIME y PURCHASE REASON y BUYER S MOOD y CONDITION

PSYCHOLOGICAL INFLUENCESy PERCEPTION y MOTIVES y LEARNING y ATTITUDES y PERSONALITY AND SELF-CONCEPT y LIFE STYLES

SOCIAL INFLUENCESy ROLES y FAMILY y REFERENCE GROUPS y AND OPINION LEADERS y SOCIAL CLASSES y CULTURE AND SUBCULTURES

CONSUMER BUYING DECISION PROCESSINCLUDES FIVE STAGES: y PROBLEM RECOGNITION y INFORMATION SEARCH y EVALUATION OF ALTERNATIVES y PURCHASE y POST PURCHASE EVALUATION

PROBLEM RECOGNITIONy PROBLEM RECOGNITION OCCURS WHEN A

BUYER BECOMES AWARE OF A DIFFERENT BETWEEN A DESIRED STATE AND AN ACTUAL CONDTION. y CONSIDER A STUDENT WHO OWNS A NON PROGRAMMABLE CALCULATOR.

EG FOR PROBLEM RECOGNITIONy THE MAKER OF CARBONA CLEANING PRODUCTS

EMPLOYS ADVERTISING TO ENCOURAGE PROBLEM RECOGNITION THAT CERTAIN STAINS ARE DIFFICULT TO REMOVE AND THAT ITS PRODUCT WILL REMOVE THEM

y THE SPEED OF CONSUMER PROBLEM

RECOGNITION CAN BE QUITE RAPID OR RATHER SLOW. y SOMETIMES A PERSON HAS A PROBLEM OR NEED BUT IS UNAWARE OF IT. MARKETERS USE SALES PERSONNEL, ADVERTISING AND PACKAGING TO HELP TRIGGER RECOGNITION OF SUCH NEEDS OR PROBLEMS.

INFORMATION SEARCHy AFTER RECOGNISING THE PROBLEM OR NEED, A

BUYER SEARCHES FOR PRODUCT INFORMATION THAT WILL HELP RESOLVE THE PROBLEM OR SATISFY THE NEED. y EG :THE STUDENT MAY SEARCH FOR INFORMATION ABOUT DIFFERENT TYPES AND BRANDS OF CALCULATORS

INFORMATION SEARCH HAS TOW ASPECTS:y INTERNAL SEARCH: BUYERS SEARCH THEIR

MEMORIES FOR INFORMATION ABOUT PRODUCTS THAT MIGHT SOLVE THE PROBLEM. y IF THEY CANNOT RETRIVE ENOUGH INFORMATION FROM OUTSIDE SOURCES IN AN EXTERNAL SEARCH.

EXTERNAL SEARCHy FRIENDS,, RELATIVES,ASSOCIATES-OFTEN ARE

INFLUENTIAL SOURCES OF INFORMATION y SALES PEOPLE,ADVERTISING, PACKAGE LABELLING, AND IN STORE DEMONSTRATIONS AND DISPLAYS. y PUBLIC SOURCES: GOVT REPORTS, NEWS PRESENTATIONS,PUBLICATIONS SUCH AS CONSUMER REPORTS. y REPEATION : A TECHNIQUE WELL KNOWN TO ADVERTISERS.

EVALUATION OF ALTERNATIVESy A SUCCESSFUL INFORMATION SEARCH YEILDS A

GROUP OF BRANDS THAT A BUYER VIEWS AS POSSIBLE ALTERNATIVES. y THIS GROUP OF BRANDS IS SOMETIMES IS CALLED A CONSIDERATION SET.(EVOKED SET). y EG: CALCULATORS TEXAS INSTRUMENTS, HEWLETT PACKARD, SHARP AND CASIO.

y TO ASSES THE PRODUCTS IN A CONSDERATION

SET , THE BUYER USES EVALUATIVE CRITERIA, WHICH ARE OBJECTIVE (SUCH AS EPA MILEAGE RATING) AND SUBJECTIVE (SUCH AS STYLE) CHARACTERISTICS THAT ARE IMPORTANT TO THE BUYER . y THE BUYER ALSO ASSIGNS A CERTAIN LEVEL OF IMPORTANCE TO EACH CRITERION., SOME FEATURES AND CHARACTERISTICS CARRY MORE WEIGHT THAN OTHERS.

y MARKETERS MAY INFLUENCE CONSUMERS EVALUATIONS BY FRAMING THE ALTERNATIVES, THAT IS, BY DESCRIBING THE ALTERNATIVES AND THEIR ATTRIBUTES IN A CERTAIN MANNER. y FRAMING CAN MAKE A CHARACTERISTIC SEEM MORE IMPORTANT TO A CONSUMER AND FACILITATE ITS RECALL FROM MEMORY. y FOR EG : BY STRESSING A CAR S SUPERIOR COMFORT AND SAFETY FEATURES OVER THOSE OF A COMPETITOR S , A CAR MAKER CAN DIRECT CONSUMER S ATTENTION TOWARD THESE POINTS OF SUPERIORITY.

PURCHASEy THE CONSUMER CHOOSES THE PRODUCT OR

BRAND TO BE BOUGHT. y SELECTION IS BASED ON THE OUTCOME OF THE EVALUATION STAGE AND ON OTHER DIMENSIONS. y PRODUCT AVAILABILITY MAY INFLUNCE WHICH BRAND IS PURCHASED. y FOR EG : IF THE BRAND RANKED HIGHEST IN EVALUATION IS UNAVILABLE, THE BUYER MAY PURCHASE THE BRAND RANKED SECOND.

y DURING THIS STAGE, BUYERS ALSO PICK THE

SELLER FROM WHOM THEY WILL BUY THE PRODUCT SELECTION-AND SO MAY THE TERMS OF SALE, WHICH IF NEGOTIABLE, ARE DETERMINED AT THIS STAGE. y OTHER ISSUES SUCH AS PRICE, DELIVERY, WARRANTIES , MAINTENANCE AGREEMENTS, INSTALLATION AND CREDIT ARRANEGEMENTS ARE ALSO SETTLED.

POST PURCHASE EVALUATIONy AFTER THE PURCHASE, THE BUYER BEGINS EVALUATING THE PRODUCT TO ASCERTAIN IF ITS ACTUAL PERFORMANCE MEETS EXPECTED LEVELS. MANY CRITERIA USED IN EVALUATING ALTERNATIVES ARE APPLIED AGAIN DURING POST PURCHASE EVALUATION. y THE OUTCOME OF THIS STAGE IS EITHER SATISFACTION OR DISSATISFACTION, WHICH INFLUENCES WHETHER THE CONSUMER COMPLAINS, COMMUNICATES WITH OTHER POSSIBLE BUYERS AND REPURCHASES THE BRAND OR PRODUCT.

y SHORTLY, AFTER THE PURCHASE OF AN

EXPENSIVE PRODUCT, EVALUATION MAY RESULT IN COGNITIVE DISSONANCE,,, DOUBTS IN THE BUYER S MIND ABOUT WHETHER THE CONSUMER COMPLAINS,COMMUNICATES WITH OTHER POSSIBLE BUYERS AND REPURCHASES THE BRAND OR PRODUCT.

y COGNITIVE DISSONCE IS MOST LIKELY TO ARISE

WHEN A PERSON HAS RECENTLY BOUGHT AN EXPENSIVE, HIGH-INVOLVEMENT PRODUCT THAT LACKS SOME OF THE DESIRABLE FEATURES FO COMPETING BRANDS. y A BUYER EXPERIENCING COGNITIVE DISSONCE MAY ATTEMPT TO RETURN THE PRODCUT OR SEEK POSITIVE INFORMATION ABOUT IT TO JUSTIFY CHOOSING IT.

y MARKETERS SOMETIMES ATTEMPT TO REDUCE

COGNITIVE DISSONCE BY HAVING SALES PEOPLE TELEPHONE RECENT PURCHASERS TO MAKE SURE THEY ARE SATISFIED WITH THEIR NEW PURCHASES. y AT TIMES, RECENT BUYERS ARE SENT RESULETS OF STUDIES SHOWING THAT OTHER CONSUMERS ARE VERY SATISFIED WITH THE BRAND.

SITUATINAL INFLUENCES ON THE BUYING DECEIONS PROECESSy SITUATAINAL INFLUENCES: RESULT FROM

CIRCUMSTANCES, TIME, AND LOCATION THAT AFFECT THE CONSUMER BUYING DECEIONS PROCESS.

SI CAN BE CLASFID INT FVE CTGRISy PHYSICAL SURROUNDINGS y SOCIAL SURROUNDINGS y TIME PERSEPECTIVE y REASON FOR PURCHASE y BUYER S MOMENTARY MOOD AND CONDITION

PHYSICAL SURROUNDINGSy LOCATION y STORE ATMOSPHERE y AROMSAS y SOUNDS y LIGHITNG y WEATHER

EXAMPLES:y MARKETERS AT SOME BANKS, DEPARTMETN

STORES, AND SPECIALITY STORES GO TO CONSIDERABLE TROUBLE AND EXPENSE TO CREATE PHYSICAL SETTINGS CONDUCTIVE TO MAKING PURCHASING DECISIONS. y OLIVE GARDEN AND CHILI S INVEST HEAVILY IN FACITLIES

y WEATHER, TRAFFIC SOUNDS, AND ODORS ARE

BEYOND MARKETER S CONTROL.

SOCIAL SURROUNDINGSy INCLUDES CHARACTERISTICS AND

INTERACTIONS OF OTHERS WHO ARE PRSENT WHEN A PURCHASE DECISION IS BEING MADE SUCH AS FRIENDS, RELATIVES, SALESPEOPLE AND OTHER CUSTOMERS. y AN OVER CROWDED STORE OR AN ARGUMENT BETWEEN A CUSTOMER AND A SALES PERSON MAY CAUSE CONSUMERS TO STOP SHOPPING OR EVEN LEAVE THE STORE.

TIMEy THE AMOUTN OF TIME REQUIRED TO BECOME

KNOWLEDGABLE ABOUT A PRODUCT, TO SEARCH FOR IT AND TO BUY IT. y TIME PLAYS A MAJOR ROLE IN THAT BUYER CONSIDERS THE POSSIBLE FREQUENCY OF PRODUCT USE, THE LENGTH OF TIME REQUIRED TO USE THE PRODUCT, AND THE LENGTH OF OVERALL PRODUCT LIFE.

y TIME OF DAY, DAY OF THE WEEK OR

MONTH,SEASONS, AND HOLIDYAS, y THE AMOUNT OF TIME PRESSURE A CONSUMER IS UNDER AFFECTS HOW MUCH TIME IS DEVOTED TO PURCHASE DECISIONS. y HE IS LIKELY TO MAKE QUICKLY OR QUIT.

THE PURCHASE REASONy THE PURCHASE REASON RAISES THE QUESTIONS

OF WHAT EXACTLY THE PRODUCT PURCHASE SHOULD ACCOMPLISH AND FOR WHOM. y PEOPLE WHO ARE BUYING A GIFT MAY BUY A DIFFERENT PRODUCT THAN IF THEY WERE PURCHASING THE PRODUCT FOR THEMSELVES.

MOMENTARY MOODSy THE BUYER S MOMENTARY MOODS(SUCH AS

ANGER, ANXIETY , CONTENTMENT) OR MOMENTARY CONDITIONS (FATIGUE, ILLNESS, BEING FLUSH WITH CASH) MAY HAVE A BEARNING ON THE CONSUMER DECSION PROCESS.

y THESE MOODS ARE CONDITIONS IMMEDIATELY

PRECEDE THE CURRENT SITUATION AND ARE NOT CHRONIC. y ANY OF THESE MOODS OR CONDITIONS CAN AFFECT A PERSON S ABILITY AND DESIRE TO SEARCH FOR INFO, RECEIVE INFO OR SEEK AND EVALUATE ALTERNATIVES. THEY CAN ALSO SIGNIFICANTLY INFLUENCE A CONSUMER S POSTPURCHASE EVALUATION.

PSYCHOLOGICAL INFLUENCES ON THE BUYING DSN PRCSy PS DETERMINE PEOPLE S GENERAL BEHAVIOUR

AND THUS INFLUENCE THEIR BEHAVIOUR AS CONSUMER BEHAVIOUR ARE PERCEPTION, MOTIVES, LEARNING, ATTITUDES,PERSONALITY AND SELF-CONCEPT, AND STYLES. EVEN THOUGHT THESE PSYCHOLOGICAL FACTORS OPERATE INTERNALLY, THEY ARE VERY MUCH AFFECTED BY SOCIAL FORCES OUTSIDE THE INDIVIDUAL.

PERCEPTIONy THIS IS THE PROCESS OF SELECTING,

ORGANISING AND INTERPRETING INFORMATION INPUTS TO PRODUCE MEANING. y INFO INPUTS ARE SENSATIONS RECEIVED THROUGH SIGHT, TASTE, HEARING, SMELL, AND TOUCH.

SELECTIVE EXPOSUREy A process by which people avoid stimuli in their

environments, such as leaving the room while commercials are on TV.

y Selective Exposure y Tendency to avoid information inconsistent with one s

beliefs & attitudes. Example: Attention to political ads. Can be counteracted by three factors: Perceived usefulness of information. Perceived norm of fairness. Curiosity/interest value of information. Application: Persuading a hostile audience

EXAMPLEy Description y After having made a decision, we will tend to seek to avoid cognitive dissonance. Thus we y y y y y y y y

will avoid things which might indicate that the decision was wrong. The bigger the potential dissonance, the more actively we will avoid. Even when faced with disconfirming evidence, we will easily fall into denial, pretending that we have not seen this evidence. Example After buying something, when we see it elsewhere, we are torn between checking the price to confirm we have bought a bargain and the fear that we will find that we could have bought it cheaper. So what? Using it When you have persuaded somebody, deflect them from situations where they might feel that they have made the wrong decision. If they do face this dissonance, talk up their decision so they will naturally move away from the distraction. Defending Remember that all decisions are reversible unless signed in blood. If you have been persuaded of something and then see evidence that this was not a good decision, there are many ways you can go back.

SELECTIVE DISTORTIONy The tendency of people to interpret information in a

way that will support what they already believe

y Let us suppose you have decided to purchase a specific brand A of pressure cooker. Since you have already made your decision you would seek only that information which reinforces the correctness of your decision.

If you hear some positive remarks made about brand B you would tend to find some shortcoming or flaw in that brand so that you do not feel that you have made a wrong decision by buying brand A. When to fit information to suit your own ideas or personal meaning, the process is known as selective distortion. Thus, a marketer may find that his message is often not received in the intended manner but it is twisted in different ways by different consumers.

SELECTIVE RETENTIONy Selective retention is the process when people

remember messages that are closer to their interests, values and beliefs more accurately, than those that are in contrast with their values and beliefs, selecting what to keep in the memory, narrowing the informational flow.[1]

Such examples could include: y A person may gradually reflect more positively on their time at school as they grow older y A consumer might remember only the positive health benefits of a product they enjoy y People tending to omit problems and disputes in past relationships

MOTIVESy A MOTIVE IS AN INTEGRAL ENERGISING FORCE

THAT ORIENT S A PERSONS ACTIVITIES TOWARD SATISFYING NEEDS OR ACHIEVING GOALS. y BUYER S ACTIONS ARE AFFECTED BY A SET OF MOTIVES RATHER THAN BY JUST ONE MOTIVE.

PATRONAGE MOTIVESy MOTIVES THAT INFLUENCE WHRE A PERSON

PURCHASES PRODUCTS ON A REGULAR BASIS ARE CALLED PATRONAGE MOTIVES.

LEARNINGy IT REFERS TO CHANGES IN A PERSON S THOUGHT

PROCESSES AND BEHAVIOUR CAUSED BY INFORMATION AND EXPEREINCE. y EG: CUSTOMER WHO BUYS A SNICKERS CANDY BAR AND ENJOYS THE TASTE IS MORE LIKELY TO BUY A SNICKERS AGAIN. y BUYS IT UNTIL IT NO LONGER PROVIDES THE SATISFACTION

y THE TYPE OF INFO INEXPEREINCED BUYERS USE

MAY DIFFER FROM THE TYPE USED BY EXPEREINCED. y MARKETERS HELP CUSTOMERS LEARN ABOUT THEIR PRODUCTS BY HELPING THEM GAIN EXPERIENCE WITH THEM. y FREE SAMPLES, SOMETIMES COUPLED WITH COUPONS, CAN SUCCESSFULLY ENCOURAGE TRIAL AND REDUCE PURCHASE RISK.

y EG: A SOFT WARE PRODUCER MAY USE POINT F

SALE PRODUCT DEMONSRATIONS TO INTRODUCE A NEW PRODUCT. y TEST DRIVES GIVE POTENTIAL NEW-CAR PURCHASESRS SOMEEXPERIENCE WITH THE AUTOMOBILE S FEATURES.

ATTITUDESy AN ATTITUDE IS AN INDIVIDUAL S ENDURING

EVALUATION OF, FEELINGS ABOUT, AND BEHAVIOURAL TENDENCIES TOWARD AN OBJECT OR IDEA. y ATTITUDES TOWARDS OBJECTS MAY BE TANGIBLE OR INTANGIBLE. y EG: ATTITUDES TOWARDS RELIGION,POLITICS AND MUSIC. JUST AS TOWARDS CARS, FOOTBALL, AND BREAK FAST CEREALS.

y ATTITUDES DO NOT VARY FROM MOMENT TO

MOMENT. y INDIVIDUAL ACQUIRE ATTITUDES THROUGH EXPEREINCE AND INTERACTION WITH OTHER PEOPLE.

ATTITUDE CONSISTS OF 3 COMPNENTSy COGNITIVE: THE COGNITIVE COMPONENT IS THE

PERSON S KNOWLEDGE AND INFORMATION ABOUT THE OBJECT OR IDEA.

y AFFECTIVE : THE AFFECTIVE COMPONENT

COMPRISES FEELINGS AND EMOTIONS TOWARD THE OBJECT OR IDEA. y BEHAVIOURAL: THE BEHAVIOURAL ATTITUDE MANIFESTS ITSELF IN THE PERSON S ACTIONS REGARDING THE OBJECT OR IDEA.

y MARKETERS SHOULD MEASURE CONSUMERS

ATTITUDES TOWARDS PRICES, PACKAGE DESINGS, BRAND NAMES, ADVERTISEMENTS, AND SALES PEOPLE, REPAIR SERVICES, STORE LOCATIONS, FEATURES, OR EXISTING OR PROPOSED PRODUCTS AND SOCIAL RESPONSISBILY EFFORTS.

y EG: KMART, FOR EXAMPLE SOUGHT TO PINPOINT

PROBLEMS BY ASKING CUSTOMERS TO CALL A TELEPHONE HOTLINE AND ANSWER A FEW QUESTIONS TO RATE THEIR EXPERINECE. y WITHIN SIX MONTHS, 20 MILLION SHOPPERS HAD RESPONDED, HELPING THE DISCOUNT RETAILER TO IDENTIFY AND CHANGE PRACTICES THAT WERE DAMPENING SATISFACTION RATINGS.

EVALUATE THE ATTTITUDES THROUGH ATTITUDE SCALES. AN ATTITUTDE SCALE CONSISTS OF A SERIES OF ADJECTIVES, PHRASES, OR SENTENCES ABOUT AN OBJECT. FOR EG: A MARKETER MEASURING PEOPLE S ATTITUDES TOWARD SHOPPING MIGHT ASK RESPONDENTS TO INDICATE THE EXTENT TO WHICH THEY AGREE OR DISAGREE WITH A NUMBER OF STATEMENTS , SUCH AS SHOPPING IS MORE FUN THAN WATCHING TELEVISION.

y FOR EG :CALIFORNIA PRUNE GROWERS, AN ORGANISATION OF PRUNE PRODUCERS, HAS TRIED TO USE ADVERTISING TO CHANGE CONSUMERS ATTITUDES TOWARD PRUNES BY PRESENTING THEM AS A NUTRIOUS SNACK HIGH IN POTASSIUM AND FIBER. y FIRM MUST LAUNCH AN INFORMATION FOCUSSED CAMPAIGN TO CHANGE THE COGNITIVE COMPONENT OF A CONSUMERS ATTITUDE OR A PERSUASIVE (EMOTIONAL) CAMPAIGN TO INFLUENCE THE AFFECTIVE COMPONENT. y DISTRIBUTING FREE SAMPLES MIGHT HELP CHANGE THE BEHAVIOURAL COMPONENET.

PERSONALITY AND SELF CONCEPTy PERSONALITY IS A SET OF INTERNAL TRAITS AND

DISTINCT BEHAVIOURAL TENDENCIES THAT RESULT IN CONSISTENT PATTERN BEHAVIOUR IN CERTAIN SITUATIONS. y IT ARISES FROM HEREDITARY CHARACTERISTICS OR PERSONAL EXPERIENCES.

y THEY ARE TYPICALL DESCRIBED AS HAVING ONE

OR MORE CHARACTERISTICS SUCH AS COMPULSIVENESS, AMBITION, GREGARIOUSNESS, DOGMATISM, AUTHORITATINISM, INTROVERSION,EXTROVERSION, AND COMPETITIVENESS AND COMPETIVITNESS.

y MARKETING RESEARCHERS LOOK FOR

RELATIONSHIP BETWEEN SUCH CHARACTRIESITCS AND BUYING BEHAVIOUR. y CONSUMER S PERSONALITIES DO INFLUENCE TYPES AND BRANDS OF PRODUCTS PURCHASED. y FOR EG :THE TYPE OF CLOTHING, JEWELRY OR AUTOMOBILE A PERSON BUYING MAY REFLECT ONE OR MORE PERSONLITY.

SELF CONCEPTy SELF CONCEPT (SELF IMAGE) IS A PERSON S VIEW

OR PERCEPTION OF HIMSELF OR HERSELF. y RESEARCH SHOWS THAT A BUYER PURCHASES PRODUCTS THAT REFELCT AND ENHANCE THE SELF CONCEPT AND THAT PURCHASE DECISIONS ARE IMPORTANT TO THE DEVELOPMENT AND MAINTENANCE OF A STABLE SELF-CONCEPT.

y FOR EG: LOWE S IS TARGETING WOMEN-WHO

MAKE 90% OF HOUSEHOLD DECISIONS ABOUT HOME DCOR AND HOME IMPROVEMENT-USING SELF CONCEPT AS THE BASIS OF ITS ADVERTISTING MESSAGE. y ONLY LOWE S HAS EVERYTHING AND EVERYONE TO HELP YOUR HOUSE TELL THE STORY ABOUT WHO YOU REALLY ARE TAG LINE.

LIFE STYLESy A LIFESYTEL IS AN INDIVIDUALS PATTERN OF

LIVING EXPRESSED THROUGH ACTIVITIES, INTERSTES, AND OPINIONS. y LIFESTYLE PATTERNS INCLUDE THE WAYS PEOPLE SPEND TIME,THE EXTENT OF THEIR INTERACTION WITH OTHERS AND THEIR GENERAL OUTLOOK ON LIFE AND LIVING.

y LIFE STYLES INFLUENCE CONSUMER S PRODUCT

NEEDS, BRAND PREFERENCES, TYPES OF MEIDA USED AND HWO AND WHREY THEY SHOP.

SOCIL INFLUENCES ON THE BUYING DECSION PROCESSy FORCES THAT OTHER PEOPLE EXERT ON BUYING y y y y y y y

BEHAVIOUR ARE CALLED SOCIAL INFLUENCES. THEY ARE: ROLES, FAMILY, REFERENCE GROUP OPINOIN LEADERS, SOCAIL CLASSES CULTURAL AND SUBCULTURAL

ROLESy A SET OF ACTIONS AND ACTIVITIES A PERSON IN

A PARTICULAR POSITON IS SUPPOSED TO PERFORM BASED ON EXPECTATIONS OF BOTH THE INDIVIDUAL AND SURROUNDING POSITIONS. y AN INDIVIDUAL S ROLES INFLUENCE BOTH GENERAL AND BUYING BEHAVIOUR. y EG: CONSIDER THE CLOTHES YOU WEAR

FAMILY INFLUENCESy IT HAS A DIRECT IMPACT ON THE CBDP. y CONSUMER SOCIALISATION IS THE PROCESS

THROUGH WHICH A PERSON ACQUIRES THE KNOWLEDGE AND SKILLS TO FUCNTION AS A CONSUMER. y WOMEN MAKE BUYING DECISIONS RELATED TO HOUSEHOLD ITEMS, INCLUDING HEALTH CARE PRODUCTS, LAUNDRY SUPPLIES , PAPER PRODUCTS AND FOODS.

y EG: H.J HEINZ IS TARGETING THEM WITH EZ

SQUIRT GREEN KETCHUP IN A SQUEZZE BOTTLE. y PARENTS LIKE VITAMIN C. y COMPANY ACHIEVED ITS INITIAL YEAR S SALES PROJECTIONS IN THE FIRST 90 DAYS AFTER THE PRODUCT WAS LAUNCHED.

FAMILY DECION MAKING PROCESSy AUTONOMIC y HUSBAND-DOMINANT y WIFE-DOMINANT y SYNCRATIC

AUTONOMICy AD MAKING MEANS THAT AN EQUAL NUMBER OF

DECISIONS ARE MADE BY EACH ADULT HOUSEHOLD MEMBER.

y TO DEVELOP A MARKETING MIX THAT

PRECEISELY MEETS THE NEEDS OF TARGET MARKET MEMBERS, MARKETERS MUST KNOW NOT ONLY WHO DOES THE ACTUAL BUYING BUT ALSO WHICH OTHER FAMILY MEMBERS PERFORM PURCHASE-RELATED TASKS.

y THE FAMILY LIFE CYCLE STAGES AFFECTS

INDIVIDUAL AND JOINT NEEDS OF FAMILY MEMBERS.

REFERENCE GROUP AND OPINION LEDERSy A REFERNCE GROUP IS ANY GROUP THAT

POSITIVELY OR NEGATIVELY AFFECTS A PERSON S VALUES,ATTITUDES OR BEHAVIOUR. y REFRENCE GROUPS: FAMILIES,WORK-RELATED GROUPS, FRATERNITIES, OR SORROTIES, CIVIC CLUBS, PROFESSIONAL ORGANISATIONS OR CHURCH-RELATED GROUPS.

THREE TYPES OF MAJOR REFERENE GROUPSy MEMBERSHIP

y ASPIRATIONAL

y DISASSOCIATIVE

MEMBERSHIPy A MEMEBRSHIP REFERENCE GROUP IS ONE TO

WHICH AN INDIVIDUAL ACUTALLY BELONGS: THE INDIVIDUAL IDNETIFIES WITH GROUP MEMBERS STRONGLY ENGOUH TO TAKE ON THE VALUES, ATTTITUDES, AND BEHAIOURS F PEOPLE IN THAT GROUP.

ASPIRATIONALy IS A GROUP TO WHICH ONE ASPIRES TO BELONG:

ONE DESIRES TO BE LIKE THOSE GROUP MEMBERS.

DISASSOCTIAVEy A GROUP THAT A PERSON DOES NOT WANT TO

TAKE ON THE VALUES, ATTITUDES, AND BEHAVIOUR OF GROUP MEMBERS.

y A MARKETER SOMETIMES TRIES TO USE

REFERENCE GROUPS INFLUENCE IN ADVERTISMENTS BY SUGGESTING THAT PEOPLE IN A SPECIFIC GROUP BUY A PRODUCT AND ARE HIGHLY SATISFIED WITH IT.

OPINION LEADERy AN OPINION LEADER PROVIDES INFORMATION

ABOUT A SPECIFIC SPEHERE THAT INTERESTS REFERENCE GROUP PARTICIPANTS WHO SEEK INFORMATION .

SOCIAL CLASSy A SOCIAL CLASS IS AN OPEN GROUP OF

INDIVIDUALS WITH SIMILAR SOCIAL RANK. y IT AFFECTS THE PURCHASES OF CLOTIHING, FOODS, FINANCAIL AND HEALTH CARE SERVICES, TRAVEL, RECREATION, ENTERTAINMENT AND HOME FURNISHINGS.

FOUR MAJOR STATUS GROUPS

RICHARD.P.COLEMAN

y UPPER INCLUDES: UPPER-UPPER,LOWER-UPPPER,

UPPER-MIDDLE. (14%)

y MIDDLE(32%) y WORKING(38%) y LOWER.)(16%)

UPPER BEHVARAL TRAITSy INCOME VARIES AMONG THE GROUPS, BUT

GOALS ARE SAME, y VARIOUS LIFE STYLES, PREPPY, CONVENTIONAL, INTELLECTUAL ETC. y NEIGHBOURHOOD AND PRESTIGIOUS SHCOOLING IMPORTAINT

BUYING CHARACTERISTICSy PRIZE QUALITY MERCHANDISE y FAVOR PRESTIGIOUS BRANDS y PRODUCTS PRUCHASED MUST REFLECT GOOD

TASTE ,INVEST IN ART y SPEND MONEY ON TRAVEL, THEATRE, BOOKS, TENNIS, GOLF, AND SWIMMING CLUBS.

MIDDLEy OFENT IN MANAGEMNT y CONSIDERED WHITE COLLAR y PRIZE GOOD SCHOPOLS y DESIRE AN ATTRACTIVE HOME IN A NICE y ENJOY TRAVEL AND PHYSICAL ACTIVTIY y INOVLVED IN CHILDEREN S SHCOL AND SPORTS

ACTIVITIES

BUYING CHARACTIRSTICSy LIKE FASHIONABLE ITEMS y CONSULT EXPERTS VIA BOOKS, ARTICLES ETC

BEFORE PURCHASING y SPEND FOR EXPERIENCING THEY CONSIDER WORTHWHILE FOR THEIR CHILDREN y TOUR PACKAGES, WEEKEND TRIPS y ATTRACTIVE HOME FURNISHINGS

WORKINGy EMPHASIS ON FAMILY, ESP FOR ECONOMIC AND y y y y y

EMOTIONAL SUPPORTS HELP IN TIMES OR TROUBLE BLUE COLLAR EARN GOOD INCOMES ENJOY MECHANICAL ITEMS AND RECREATIONAL ACTIVITIES ENJOY LEISURE TIME AFTER WORKING HARD.

MIDDLE :BUYING CHARACTERISTICSy BUY VEHICLES AND EQUIPMENT RELATED TO

y y y y

RECREATION, CAMPINING AND SELECTED SPORTS STRONG SENSE OF VALUE SHOP FOR BEST BARGAINS AT OFF-PRICE AND DISCOUNT STORES PURCHASE AUTOMOTIVE EQUIPMENT FOR MAKING REPAIRS, ENJOY LOCAL TRAVEL, RECREATIONAL PARKS

LOWERy OFTEN UNEMPLOYED DUE TO SITUATIONS

y y y y

BYOND THEIR CONTROL (EG: LAYOFFS, COMPANY TAKE OVERS) CAN INCLUDE INDIVIDUALS ON WELFARE AND HOMELESS INDIVIDUALS OFTNE HAVE STRONG RELIGIOUS BELIEF MAY BE FORCED TO LIVE IN LESS DESIRABLE NEIGHTBOR HOODS, ENJOY EVERYDAY ACTIVITIES WHEN POSSIBLE

LOWER: BYING CARACTISTICSy MOST PRODUCTS PRUCHASED ARE FOR

SURVIVAL y ABILITY TO CONVERT GOOD DISCARDS INTO USABLE ITEMS.

y THEREFORE, WE HAVE UNSUCCESSFULLY

COMPLETED ABOUT THE CONSUMER BUYING BEHAVIOUR .A LOT ON ITS WAY .WE ALSO HAVE TO STDY ABOUT CULTURAL AND SUBCULTURAL INFLUENCES,,,,,

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