8/14/2019 Analysing Consumer Behaviour

1/33

Analyzing Consumer

Markets

8/14/2019 Analysing Consumer Behaviour

2/33

Discussion Questions

1. How do consumer characteristics

influence buying behavior?

2. What major psychological processes

influence consumer responses to themarketing program?

3. How do consumers make purchasing

decisions?

4. In what ways do consumers stray from a

deliberative, rational decision process?

8/14/2019 Analysing Consumer Behaviour

3/33

The study of how individuals, groups,

and organizations select, buy, use, and

dispose of goods, services, ideas, or

experiences to satisfy their needs or

wants.

Consumer Behavior

8/14/2019 Analysing Consumer Behaviour

4/33

Consumer Behavior

Cultural Factors

Social Factors

Personal Factors

8/14/2019 Analysing Consumer Behaviour

5/33

Cultural Factors

Culture

Subculture

Social Class

8/14/2019 Analysing Consumer Behaviour

6/33

Nationalities

Religions

Racial Groups

Geographic Regions

Special Interest

Subculture

Within a class, people tend

to behave alike.

Social class conveys

perceptions of inferior or

superior position.

Class may be indicated by a

cluster of variables

(occupation, income, wealth,

and education).

Social Class

8/14/2019 Analysing Consumer Behaviour

7/33

Social Factors

Reference Groups

Family

Role and Status

8/14/2019 Analysing Consumer Behaviour

8/33

Membership

Primary

Secondary

Aspirational

Dissociative

Reference Group

8/14/2019 Analysing Consumer Behaviour

9/33

Family of Orientation

Religion

Politics

Economics

Family of Procreation

Everyday Buying Behavior

Family

8/14/2019 Analysing Consumer Behaviour

10/33

Roles & Status

A role consists of the activities a person Is

expected to perform. Each role in turn connotes

a status. A Senior vice president of marketing

may be seen as having more status than a sales

manager. People choose products that reflectand communicate their role and their actual or

desired status in society. Marketers must be

aware of the status-symbol potential ofproducts brands

8/14/2019 Analysing Consumer Behaviour

11/33

Personal Factors

Age

Life Cycle Stage

Personality

8/14/2019 Analysing Consumer Behaviour

12/33

Personal Factors

ValuesOccupation

Lifestyle

Economic situation

8/14/2019 Analysing Consumer Behaviour

13/33

Psychological Factors

8/14/2019 Analysing Consumer Behaviour

14/33

Motivation

Freud

Maslow

Herzberg

8/14/2019 Analysing Consumer Behaviour

15/33

Maslows Hierarchy of Needs

8/14/2019 Analysing Consumer Behaviour

16/33

Perception

Selective Distortion

Selective Retention

Selective Attention

Subliminal Perception

8/14/2019 Analysing Consumer Behaviour

17/33

Learning

Driver

Cues

Discrimination

8/14/2019 Analysing Consumer Behaviour

18/33

Emotions

8/14/2019 Analysing Consumer Behaviour

19/33

Memory

Brand Associations

Mental Maps

Memory Processes

Encoding

Retreival

Brand

Association

Association

Association

Association

Association

8/14/2019 Analysing Consumer Behaviour

20/33

Hypothetical State Farm

Mental Map

8/14/2019 Analysing Consumer Behaviour

21/33

The Buying Decision Process

8/14/2019 Analysing Consumer Behaviour

22/33

Buying Decision Process

8/14/2019 Analysing Consumer Behaviour

23/33

Problem Recognition

Stimulus

Internal

External

Im Hungry

8/14/2019 Analysing Consumer Behaviour

24/33

Information Search

Personal

CommercialPublic

Experiential

8/14/2019 Analysing Consumer Behaviour

25/33

Successive Sets Involved in

Consumer Decision Making

8/14/2019 Analysing Consumer Behaviour

26/33

Evaluation of Alternatives

Attitudes

Beliefs

8/14/2019 Analysing Consumer Behaviour

27/33

8/14/2019 Analysing Consumer Behaviour

28/33

Steps between Evaluation of

Alternatives and Purchase Decision

8/14/2019 Analysing Consumer Behaviour

29/33

Purchase Decision

Noncompensatory Models

Brand

Dealer

Quantity

Timing

Payment method

Purchase

subdecisions

Choice Heuristics:

Conjective

Lexicographic

Elimination-by-aspect

8/14/2019 Analysing Consumer Behaviour

30/33

Postpurchase Behavior

Postpurchase Satisfaction

Postpurchase ActionsDefect

Loyal

Dissatisfied

Satisfied

Delighted

Stay or Go

8/14/2019 Analysing Consumer Behaviour

31/33

How Customers

Use or Dispose of Products

8/14/2019 Analysing Consumer Behaviour

32/33

8/14/2019 Analysing Consumer Behaviour

33/33

Behavioral Decision Theory

Decision Heuristics

Decision Framing