1. UNDERSTANDING CONSUMER AND
THEIR BUYING BEHAVIOR
Week 2
Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | anna_riana@yahoo.com

2. The Value Proposition
THE WHOLE CLUSTER OF BENEFITS THE COMPANY PROMISES TO DELIVER
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3. www.slideshare.com/natriumz

4. www.slideshare.com/natriumz

5. www.slideshare.com/natriumz

6. Organizational Chart
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7. Factors Influencing Marketing Strategy
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8. Consumer Behavior for Marketing Strategy
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9. Final
Consumers
CH 6: Buying Behavior of
Final Consumers
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10. They call it a crash test.
We call it a product
demonstration.
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11. Consumer market and buyer behavior
Consumer market Business market
All individuals and households who buy • Structure and demand
or acquire goods and services for • Nature of the buying unit
personal consumption • Types of decisions and the decision-
making process
Consumer buyer behavior Business buyer behavior
The buying behavior of final consumers Buying behavior of the organizations that buy
goods and services for use in production of
other products and services that are sold,
rented, or supplied to others. Also included
are retailing and wholesaling firms that
acquire goods to resell or rent to others for
profit.
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12. Model of consumer behavior
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13. Model of consumer behavior
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14. Model of consumer behavior
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15. An expanded model of consumer behavior
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16. Factors affecting consumer behavior
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17. MASLOW’S
HIERARCHY OF NEEDS
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18. Maslow’s hierarchy of needs
In the other form….
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19. If you have a
faucet
You can have a
facial.
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20. Possible needs motivating a person to some action”
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21. THE MAJOR AMERICAN
SOCIAL CLASSES
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22. FAMILY LIFE CYCLE
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23. VALS LIFESTYLE
CLASSIFICATIONS
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24. ThermaCare and Diamond ads
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25. Lifestyle Dimensions
(and some related demographic dimensions)
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26. 4 types of buying behavior
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27. Buyer Decision Making Process
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28. Relation of Decision - making process,
adoption process, and learning (given a problem)
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29. Adopter categorization on the basis of
adoption of innovations
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30. Movie: What Woman Wants
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31. Discuss !
1. Harley Davidson is a truly American
icon, manufactured in the United States
with international brand recognition.
2. Who are Harley customers and what is
their buying behavior—what is your
opinion?
3. Do some research and find out what
the company thinks
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32. Business market and business buyer behavior
Consumer market Business market
All individuals and households who buy • Structure and demand
or acquire goods and services for • Nature of the buying unit
personal consumption • Types of decisions and the decision-
making process
Consumer buyer behavior Business buyer behavior
The buying behavior of final consumers Buying behavior of the organizations that buy
goods and services for use in production of
other products and services that are sold,
rented, or supplied to others. Also included
are retailing and wholesaling firms that
acquire goods to resell or rent to others for
profit.
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33. EXAMPLES OF DIFFERENT TYPES OF
BUSINESS AND ORGANIZATIONAL
CUSTOMERS
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34. Characteristic of Business Market
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35. Major Influences on Business Buyers
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36. Business Buying Process
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37. Organizational Buying Processes
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38. Multiple influence and roles in the buying center
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39. Major Sources of Information
used by organizational buyers
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40. Example
Kodak offers services that
streamline processes for
hospital administrators
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41. Sharp & Aramark ad
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42. Hertz and Shell ads
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43. Discuss !
1. Visit the UPS Web site at
http://www.ups.com and discuss UPS’s
consumer and business markets.
2. What are the similarities and
differences?
3. In terms of a global marketplace, which
market provides the most opportunity
and which presents the greatest
threats?
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44. thank you
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