What is Consumer Behaviour (1)

8/2/2019 What is Consumer Behaviour (1)

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Evaluation of Customer

Behaviour, Expectation &Perception in building

Customer Relation

By:Swapna Chitra SahooRashmita JatiRupak Kumar Sahu


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What is consumer behaviour?

It is the study of when, why, how, and where people

do or do not buy a product or service.


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Whose Behaviour is Important?

Buyer

Consumer

Customer


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Factors influencing Consumer Behaviour

Cultural and Social factors

Personal and Physical factors

Psychological factors


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Cultural and Social factors

Formal learning

Informal learning

Technical learning

Income

Family

Reference groups


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Personal factors

Education

Occupation

Economic position

Status

Personality and self concept

Lifestyle


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Physical factors Age

Sex

Health

Height and weight

Beauty


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Psychological factors Motivation

Perception

Learning

Attitude and beliefs


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Consumer Buying Process


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Need Recognition Physiological needs

Safety and Security needs

Social needs

Ego needs Self-actualization


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Information Search Personal and Non personal sources

Perceived Risk


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Post Purchase Evaluation Word-of-Mouth communication

Attribution of Dissatisfaction

Positive or Negative Biases

Brand Loyalty


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Customer expectation

Reference point to compare service delivery

Mainly two levels:o maximum level

o minimum level

Differ from customer to customer


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Levels of service performance

Below minimum level

Minimum service level

Adequate service level

Maximum service level

Above maximum level


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Zone of tolerance


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Determinants of maximum level

of service expectation

Needs and wants

Derived expectations

Personal expectations


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Determinants of minimum

level of service expectation Service choice

Emergencies Participative ability

Situational factor


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Factors effecting both maximum &

minimum level of expectation

Marketing communication

Word of mouth

Past experience


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Consumer

Perception


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Perception

The process by which anindividual selects,

organizes, and interpretsstimuli into a meaningful

and coherent picture of

the world.


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Elements of Perception Sensation

The absolute threshold

The differential threshold

Subliminal perception


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SensoryReceptors

The human organs (eyes,

ears, nose, mouth, skin)that receive sensory

inputs.


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AbsoluteThreshold

The lowest level at whichan individual can

experience a sensation.


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SensoryAdaptation

Getting used to certainsensations; becoming

accommodated to acertain level of

stimulation.


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DifferentialThreshold

The minimal differencethat can be detected

between two stimuli.Also known as thej.n.d.

(just noticeable

difference).


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Marketing Applications of the jnd

Need to determine the

relevant j.n.d. for their

products

o so that negative changes are not

readily discernible to the public

o so that product improvements

are very apparent to consumers


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SubliminalPerception

Perception of very weak

or rapid stimuli receivedbelow the level of

conscious awareness.


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Perceptual Selection Consumers subconsciously are selective as to

what they perceive.

Stimuli selected depends on two major factors

o Consumers previous experience

o Consumers motives

Selection depends on the

o Nature of the stimulus

o Expectations

o Motives


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Perception is influenced by:

Product and Service Features

Consumer Emotion

Attribution for Service Success or Failure

Perception of Equity or Fairness

Other consumers, Family Members and Co-workers


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Servqual A critical element to analyse customer perception,

customer evaluation and customer satisfaction

Service Quality Dimension: determines that thequality is based on multiple factors relevant to the

context


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The Gap Model


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Servqual Factors Reliability: ability to perform the promised service

dependably and accurately

Responsiveness:willingness to help customers and provide

prompt service

Assurance:employees knowledge and courtesy and their

ability to inspire trust and confidence

Empathy: caring, individualized attention given to customers

Tangibles:appearance of physical facilities, equipment,

personnel and written materials


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Judgment of 5 Servqual dimensions by customers

Reliability Responsiveness Assurance Empathy tangibles

Car Repair(Consumer)

Problemfixed the first

time andready when

promised

Accessible; nowaiting;

responds torequest

Knowledgeable mechanics

Acknowledges customersby names ordesignation;remembers

previous

problems

Repairfacilities;

waiting area;uniforms;

equipment

Airline(Consumer)

Flights topromised

destinationsdepart andarrive onschedule

Prompt andspeedy systemfor ticketing,

in-flightbaggagehandling

Trusted name;good safety

record;competentemployees

Understandspecial

individualneeds;

anticipatescustomers

needs

Aircraft;ticketingcounters;

baggage area;uniforms


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Service Encounters

Otherwise known as moment of truth

is whencustomers interacts with the service firm

It is potentially critical in determining customer

satisfaction and loyalty

Types:

o Remote Encounters

o Phone Encounters

o Face-to-Face Encounters


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Thank

You

Documents

What is Consumer Behaviour (1)