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8/6/2019 Marketing Eleven(Consumer Behaviour)
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CONSUMER BEHAVIOUR
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Think about a specific major purchase youve
made recently.
What buying process did you follow?
What major factors influenced your decision?
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The central questionfor marketers is:
How do consumers respond to various marketing
efforts the company might use?
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Chapter 4 Version 3e 6
Consumer Behavior
Processes a consumer uses to
make purchase decisions, as well
as to use and dispose of
purchased goods or services; also
includes factors that influence
purchase decisions and theproduct use
1
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Understanding the Consumer Market
Product
PricePlace
Promotion
Economic
Technological
Political
Cultural
Buyers
Black
Box
Buyer
Characteristics
Buying
Decision
Process
Buyers
Responses
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Figure 6-1
Marketing and
other stimuli
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Factors Influencing Consumer Behavior
Cultural
Culture
Subculture
Social Class
Cultural
Culture
Subculture
Social Class
Social
Reference
Groups
Family
Roles &
Status
Social
Reference
Groups
Family
Roles &
Status
Personal
Age & Life-
Cycle Stage
Occupation
Economic
Situation
Lifestyle
Personality &
Self-Concept
Personal
Age & Life-
Cycle Stage
Occupation
Economic
Situation
Lifestyle
Personality &
Self-Concept
Psychological
Motivation
Perception
Learning
Beliefs &
Attitudes
Psychological
Motivation
Perception
Learning
Beliefs &
Attitudes
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Opinion Leaders
Marketers use buzz marketing by enlisting or even creating
opinion leaders to spread the word about their brands.
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Chapter 4 Version 3e 11
Consumer Decision-Making Process
Postpurchase
Behavior
Purchase
Evaluation
ofAlternatives
Information Search
Need Recognition
Cultural, Social,Cultural, Social,
Individual andIndividual and
PsychologicalPsychological
FactorsFactors
affectaffectall stepsall steps
2
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Need Recognition
Need recognition can
be triggered by
advertising. This ad
from Americas Dairy
Farmers alerts
consumers oftheir
need for more dairy
products to build
strong bones.
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Buying Decision Process
Consumer satisfactionis a function ofconsumer
expectations and perceived product performance.
Performance < Expectations Disappointment
Performance = Expectations Satisfaction
Performance > Expectations Delight
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Chapter 4 Version 3e 14
Purchase
Determines which attributesDetermines which attributes
are most importantare most important
ininfluencing aininfluencing a
consumers choiceconsumers choice
To buyTo buy
o
r no
t to
buy...o
r no
t to
buy...
2
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Chapter 4 Version 3e 15
Postpurchase Behavior 3
Can minimize through:
Effective Communication
F Follow-up
G Guarantees
W Warranties
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?
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Chapter 4 Version 3e 16
Types ofConsumer Buying Decisions
More
Involvement
Less
Involvement
Routine
Response
Behavior
Limited
Decision
Making
Extensive
Decision
Making
4
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Chapter 4 Version 3e 17
Marketing Implications of
Involvement
4
High-involvement
purchases require:
extensive promotion totarget market and
good advertisement
Low-involvement
purchases require: in-
store promotion andeye-catching package
design
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Task
Discuss about the Indian consumer?
What is Organizational buying behaviour?
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