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    A presentation on consumer behaviour

    Presented by:

    Vandana Chandra

    MBAIVth Semester

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    Consumer Buying Behavior

    Consumer is a broad label that refers to any individuals

    or householdsthat use goods and servicesgeneratedwithin the economy. A consumer is a person who usesany product or service.

    Consumer Buying Behaviorrefers to the buyingbehavior of final consumers (individuals & households)who buy goods and services for personal consumption.

    Study consumer behavior to answer:

    How do consumers respond to marketing efforts thecompany might use?

    http://en.wikipedia.org/wiki/Householdhttp://en.wikipedia.org/wiki/Good_%28economics%29http://en.wikipedia.org/wiki/Economic_systemhttp://en.wikipedia.org/wiki/Economic_systemhttp://en.wikipedia.org/wiki/Good_%28economics%29http://en.wikipedia.org/wiki/Household

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    Model of Consumer Behavior

    Marketing andOther Stimuli

    Buyers Black Box

    Buyers Response

    Product

    Price

    Place

    Promotion

    Economic

    Technological

    Political

    Cultural

    CharacteristicsAffectingConsumerBehavior

    BuyersDecisionProcess

    Product Choice

    Brand Choice

    Dealer Choice

    PurchaseTiming

    PurchaseAmount

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    actors Affecting Consumer Behavior:

    Culture

    Social Class

    People within a social classtend to exhibit similar buyingbehavior.

    Occupation

    Income

    Education

    Wealth

    Most basic cause of a person's wantsand behavior.

    Values

    PerceptionsSubculture

    Groups of people with sharedvalue systems based on commonlife experiences.

    North Indian Consumers

    African American Consumers

    Asian American Consumers

    Mature Consumers

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    actors Affecting Consumer Behavior:

    Social

    Groups

    Membership

    Reference

    Family

    Husband, wife, kids

    Influencer, buyer, user

    Roles and Status

    Social Factors

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    actors Affecting Consumer Behavior:

    Personal

    Personal Influences

    Age and Family Life CycleStage

    Occupation

    Economic Situation

    Lifestyle Identification

    Activities Opinions

    Interests

    Personality & Self-Concept

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    Factors A ffect ing Consumer Behavior :

    Psychological

    PsychologicalFactors

    Motivation

    Perception

    Learning

    Beliefs andAttitudes

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    aslows Hierarchy of Needs

    Esteem Needs(self-esteem, status)

    Social Needs(sense of belonging, love)

    Safety Needs(security, protection)

    Physiological Needs(hunger, thirst)

    Self

    Actualization(Self-development)

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    ypes of Buying Decisions

    Complex

    BuyingBehavior

    Dissonance-

    Reducing Buying

    Behavior

    Variety-

    SeekingBehavior

    Habitual

    Buying

    Behavior

    HighInvolvement

    Significant

    differencesbetweenbrands

    Fewdifferences

    between

    brands

    LowInvolvement

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    The Buyer Decision Process

    Need Recognition

    Information Search

    Evaluation of Alternatives

    Purchase Decision

    Postpurchase Behavior

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    SITUATIONS

    Problem

    Recognition

    Information

    Search

    Alternative Evaluation

    and Selection

    Outlet Selection

    and Purchases

    Post-purchase

    Processes

    SITUATIONS

    EXTERNAL INFLUENCES

    Culture

    Subculture

    Demographics

    Social Status

    Reference Groups

    Family

    Marketing Activities

    INTERNAL INFLUENCES

    Perception

    Learning

    Memory

    MotivesPersonality

    Emotions

    Attitudes

    SELF-CONCEPT

    and

    LIFESTYLE

    Desires

    Experiences and Acquisitions

    Experiences and Acquisitions

    Needs

    DECISION MAKING PROCESSES

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    Need recognition(step:1)

    Difference between anactual state and a desired

    state

    It is affected by 2factors:

    1. Internal Stimuli2. External Stimuli

    Information search (step:2)

    Personal Sources

    Commercial Sources

    Public Sources

    Experiential Sources

    Evaluation of alternatives

    (step:3)

    Product attributes

    Degree of importance

    Brand beliefs

    Total product satisfaction

    Evaluation procedures

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    Purchase decision

    (step:4)

    Purchase Intention

    Desire to buy the mostpreferred brand

    Post purchase behavior

    (step:5)

    Consumers

    Expectations ofProducts Performance

    Products Perceived

    Performance

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