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MKT 223- CONSUMER BEHAVIOUR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Buying Behavior ,[object Object],[object Object],[object Object],[object Object]
Types of Buying Decision Behavior –Lawson’s model (Fig.2.1) Complex Buying Behavior Variety- Seeking Behavior Dissonance- Reducing Buying Behavior Habitual Buying Behavior High Involvement Significant differences between brands Few differences between brands Low Involvement
Model of Buyer Behavior  (Fig. 2.2)- Lawson’s model Marketing and  Other Stimuli Marketing Product Price Place Promotion Other Economic Technological Political Cultural Buyer’s Black Box Buyer Characteristics Buyer Decision Process Buyer Responses Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
Factors Influencing  Consumer Behavior-Lawson’s model (Fig.2.3) Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho- logical Motivation Perception Learning Beliefs and attitudes Buyer Culture Sub- culture Social class Cultural
SOURCES OF EXTERNAL INFLUENCES ON CONSUMER BEHAVIOUR-Wilkie (1990) SCOPE – the sweep or reach of the impact STRENGTH- the power to impact behaviour IMMEDIACY – direct or focused influence on behaviour; the impact is felt with no or little influence coming into play. Long term/short term low specific MKT STIMULI Long term/short term High/low specific FRIENDS Long-term High specific FAMILY Long-term High general SUBCULTURE Long-term High general CULTURE IMMEDIACY STRENGTH SCOPE
Buyer Decision Process  (Fig. 2.4)-Lawson’s model Postpurchase Behavior Purchase Decision Information Search Need Recognition Evaluation of Alternatives
BUYER ROLES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
FACTORS INFLUENCING SHOPPERS’ STORE CHOICE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TYPES OF PURCHASING RISKS-Consumer Product Lines ,[object Object],[object Object],[object Object]
Major Types of Buying Situations-Business products New Task Buying Involved Decision Making Modified Rebuy Straight Rebuy
ASSUMPTION ON CONSUMER BEHAVIOUR-Behavioural versus Cognitivists view BEHAVIOURIST COGNITIVIST
BEHAVIOURIST VERSUS COGNITIVIST APPROACHES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THEORIES OF CONSUMER BEHAVIOUR ,[object Object],[object Object],[object Object]
The Engel-Kollat-Blackwell (EKB) model. ,[object Object],[object Object],[object Object],[object Object]
Models of Consumer Behaviour   The Engel-Kollat-Blackwell (EKB) model ,[object Object],[object Object]
Howard & Sheth model ,[object Object],[object Object],[object Object],[object Object]
Models of Consumer Behaviour Howard & Sheth model ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Models of Consumer Behaviour - Howard & Sheth model
MASLOW’S HIERARCHY MODEL ,[object Object],[object Object],[object Object],[object Object]
Maslow’s Hierarchy of Needs  (Fig. 2.5) Physiological Needs (hunger, thirst)  Safety Needs (security, protection) Social Needs  (sense of belonging, love) Esteem Needs  ( self-esteem) Self Actualization (Self-development )
Stages in the Adoption Process Awareness:  Consumer is aware of  product, but lacks information. Interest:  Consumer seeks  Information about new product. Evaluation:  Consumer considers trying new product. Trial:  Consumer tries new  product on a small scale. Adoption:  Consumer decides  to make regular use of product.
Adopter Categories (Fig. 5.7) Percentage of Adopters Time of Adoption Early Late Innovators Early  Adopters Early Majority 2.5% 13.5% 34% 34% 16% Laggards Late Majority
Influence of Product Characteristics  on Rate of Adoption Divisibility Can the innovation be used on a  trial basis? Complexity Is the innovation  difficult to understand or use? Communicability  Can results be easily  observed or described  to others?  Compatibility Does the innovation  fit the values and  experience of the  target market? Relative Advantage Is the innovation  superior to existing  products?

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Chap 2 behaviour models

  • 1.
  • 2.
  • 3. Types of Buying Decision Behavior –Lawson’s model (Fig.2.1) Complex Buying Behavior Variety- Seeking Behavior Dissonance- Reducing Buying Behavior Habitual Buying Behavior High Involvement Significant differences between brands Few differences between brands Low Involvement
  • 4. Model of Buyer Behavior (Fig. 2.2)- Lawson’s model Marketing and Other Stimuli Marketing Product Price Place Promotion Other Economic Technological Political Cultural Buyer’s Black Box Buyer Characteristics Buyer Decision Process Buyer Responses Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
  • 5. Factors Influencing Consumer Behavior-Lawson’s model (Fig.2.3) Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho- logical Motivation Perception Learning Beliefs and attitudes Buyer Culture Sub- culture Social class Cultural
  • 6. SOURCES OF EXTERNAL INFLUENCES ON CONSUMER BEHAVIOUR-Wilkie (1990) SCOPE – the sweep or reach of the impact STRENGTH- the power to impact behaviour IMMEDIACY – direct or focused influence on behaviour; the impact is felt with no or little influence coming into play. Long term/short term low specific MKT STIMULI Long term/short term High/low specific FRIENDS Long-term High specific FAMILY Long-term High general SUBCULTURE Long-term High general CULTURE IMMEDIACY STRENGTH SCOPE
  • 7. Buyer Decision Process (Fig. 2.4)-Lawson’s model Postpurchase Behavior Purchase Decision Information Search Need Recognition Evaluation of Alternatives
  • 8.
  • 9.
  • 10.
  • 11. Major Types of Buying Situations-Business products New Task Buying Involved Decision Making Modified Rebuy Straight Rebuy
  • 12. ASSUMPTION ON CONSUMER BEHAVIOUR-Behavioural versus Cognitivists view BEHAVIOURIST COGNITIVIST
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. Maslow’s Hierarchy of Needs (Fig. 2.5) Physiological Needs (hunger, thirst) Safety Needs (security, protection) Social Needs (sense of belonging, love) Esteem Needs ( self-esteem) Self Actualization (Self-development )
  • 22. Stages in the Adoption Process Awareness: Consumer is aware of product, but lacks information. Interest: Consumer seeks Information about new product. Evaluation: Consumer considers trying new product. Trial: Consumer tries new product on a small scale. Adoption: Consumer decides to make regular use of product.
  • 23. Adopter Categories (Fig. 5.7) Percentage of Adopters Time of Adoption Early Late Innovators Early Adopters Early Majority 2.5% 13.5% 34% 34% 16% Laggards Late Majority
  • 24. Influence of Product Characteristics on Rate of Adoption Divisibility Can the innovation be used on a trial basis? Complexity Is the innovation difficult to understand or use? Communicability Can results be easily observed or described to others? Compatibility Does the innovation fit the values and experience of the target market? Relative Advantage Is the innovation superior to existing products?