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8/9/2019 Ch 2,Consumer Behavior
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CONSUMER BEHAVIORCONSUMER BEHAVIOR
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Who is a
Consumer/Customer
Person who
purchases thegoods/service is
customer
whereas the endusers who
consumes the
good/service is
consumer.
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Individual, Personal Consumer
Organizational/Business/Industrial
Consumer
E.g : Furniture Purchase by the office-
Industrial Consumer
E. g : Furniture Purchased for
Self/family- Personal Consumer
Types of Consumers
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E g. If you buy a chocolate for
your son you are customer andyour son is consumer.
These terms are used
Interchangeably
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CONSUMER MARKET
All the individuals and
households who buy oracquire goods and
services for personalconsumption
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Behavior The manner in which one behaves.
The actions or reactions of a person in
response to external or internal stimuli.
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.
Consumer Behaviour
Study of how individuals ,groups and
organisations select ,buy ,use and dispose of
goods, services ,ideas or experiences to satisfy
their needs and wants
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Belch and Belch define consumer behavior as 'the
process and activities people engage in when
searching for, selecting, purchasing, using,evaluating, and disposing of products and services
so as to satisfy their needs and desires'.'
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It includes the
study of: What they buy?
Why they buy?
When they buy?
Where they buy?
How often they buyit?
How often they useit?
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Significance Of study of CB
1) To fulfill customer needs and wants profitablyi.e implementing marketing concept
2) Consumers do not always act and react as the
theory suggests
3) Consumer preferences are changing and
becoming highly diversified
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4)Consumer prefer differentiated products to4)Consumer prefer differentiated products to
reflect their special needs,personalities andreflect their special needs,personalities and
lifestyles.lifestyles. 5)Meeting special needs of customers requires5)Meeting special needs of customers requires
market segmentation which requiresmarket segmentation which requires
understanding CBunderstanding CB
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6)To cope up with rapidly changing technology
leading to a change in customers needs and wants
7)To generate demand for efficient though not soeasily sale able products
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Factors Influencing Buyer Behaviour/CB
Cultural
Social
Personal
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Culture
Subculture
Cultural factors
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Personality andself concept
Life style
Occupation and
economiccircumstances
Age and life style
Personal factors
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motivation
perception
Learning , eliefs andattitudes
P
sychological factors
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Motivation
The wayurges,drives,desires,aspirations,strivings or needs direct,control
or explain the behavior ofhuman beings
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Maslows
Hierarchy ofNeeds
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Perception
Perception is a process by which we becomeaware of changes through the senses of
sight,hearing,smell,touch and taste
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Learning
Learning is the process by which the knowledgeand experience acquired from the
purchase,consumption,use is applied to future
behavior
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BELIEFS ANDATTITUDE
Belief is a descriptive thought that an individualconsumer has about product,service,idea or practice
Attitude is pre-disposed behavior, is consistent.
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The Buying Decision Process: The
FiveS
tageM
odel
Need Recognition
Evaluation of
Alternatives
Information Search
Purchase DecisionPost Purchase
Behavior
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Need Recognition
The first stage of the buyerdecision process,in which the
consumer recognizes a problem or
need.
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Information SearchThe stage of the buyer decision processin which the consumer is aroused to search
for more information .
Information Can be collected from:
Personal Sources
Commercial Sources
Public Sources
Experiential Sources
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Evaluation of Alternatives
In this stage the consumer
uses information to evaluatealternative brands in choice
set.
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Purchase DecisionIn evaluation Stage customers ranks
brands and formulates purchase intention
and purchases the product accordingly.But purchase intention does not always
gets converted into purchase decision.
Reasons can be:Others attitude
Unexpected situational factors
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Post Purchase Behaviour
The stage in which consumers
take further action after
purchase,based on their
satisfaction/dissatisfaction.
It is a relationship betweenexpected and actualperformance.
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Generally allpurchases leads to
some or anotherCognitive Dissonance i.e
Buyer discomfort caused bypostpurchase conflict.
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