Consumer Buying BehaviorConsumer Buying Behavior

IntroductIonIntroductIon Stimuli Marketing Other (Internal Factor) (External Factor ) PRODUCT Economic Price Technological Place Political Promotion Cultural

Buyer’s Black Box (Mind)

Buyer’s Response

Importance of understandIng consumer behavIour

Consumers’ product and service preferences are constantly changing Understanding how consumer make purchase decisions can help marketing managers to determine the most important attribute for certain target market

Easily design and developing marketing strategy

Internal

External

(2)InformatIon Search

6

Personal Sources Personal Sources

Commercial SourcesCommercial Sources

Public SourcesPublic Sources

Experiential SourcesExperiential Sources

(2)InformatIon Search

Total Awareness Consideration Choice Set Set Set set Decision Ibm apple dell hpCompaqToshiba Samsung

Ibm apple dell hpSamsung Compaq

Ibm apple dell hpSamsung

Ibm

apple

dell

Apple

(3)evaluatIon of alternatIve

Attributes

company name of computer

MemoryCapacity

Graphics capacity

Size& weight

price

Ibm

1 3 2 1 apple 2 2 1 3dell 3 1 3 2

Purchase IntentionDesire to buy the most preferred brand

Purchase Decision

Unexpected Situational

Factors

Attitudes of Others

(4)purchaSe decISIon(4)purchaSe decISIon

5) poSt purchaSe 5) poSt purchaSe behavIorbehavIor

Cognitive DissonanceCognitive Dissonance

Did I make a good decision?Did I make a good decision?

Did I buy the right product?Did I buy the right product?

Did I get a good value?Did I get a good value?

(5) POST PURCHASE BEHAVIOR(5) POST PURCHASE BEHAVIOR

A )Post purchase satisfaction

B) Post purchase action

C) Post purchase use & disposal

Factors Affecting Consumer Factors Affecting Consumer BehaviorBehavior

CulturalPersonalSocial Physiological

Buyer

Culture

Cultural FactorsCultural Factors

Subculture

Social Class

BuyerBuyer

Social Social

Family

Friends

Status

Role

Personal factorsPersonal factors

A) Age and stage in life cycle B) Occupation

C) Economic circumstances D) Life style E) Personality and self concept

psychological factorpsychological factor

A)Learning

B) Beliefs C) Attitude D) Motivation

Psychological FactorsPsychological Factors

PerceptionPerception LearningLearningBeliefs &AttitudesBeliefs &Attitudes

MotivationMotivation