1. A presentation on consumer behaviour
Presented by:
Vandana Chandra
MBA
IVth Semester
2. Consumer Buying
Behavior
Consumer is a broad label that refers to any individuals
or households that use goods and services generated
within the economy. A consumer is a person who uses
any product or service.
Consumer Buying Behavior refers to the buying
behavior of final consumers (individuals & households)
who buy goods and services for personal consumption.
Study consumer behavior to answer:
“How do consumers respond to marketing efforts the
company might use?”
3. Model of Consumer
Product
Price
Behavior Stimuli
Marketing and
Other
Economic
Technological
Place Political
Promotion Cultural
Buyer’s Characteristics
Decision Affecting
Buyer’s Black Box Consumer
Process
Behavior
Product Choice Purchase
Timing
Brand Choice Buyer’s Response
Purchase
Dealer Choice Amount
4. Factors Affecting Consumer
Behavior:
Culture
Most basic cause of a person's wants
and behavior.
Values
Perceptions
Subculture Social Class
• Groups of people with shared • People within a social class
value systems based on tend to exhibit similar buying
common life experiences. behavior.
• North Indian Consumers • Occupation
• African American Consumers • Income
• Asian American Consumers • Education
• Mature Consumers • Wealth
5. Factors Affecting Consumer
Behavior:
Groups Social
Membership
•
Reference
•
Family
Husband, wife, kids Social Factors
• •
Influencer, buyer, user
Roles and Status
6. Factors Affecting Consumer
Behavior:
Personal
Personal Influences
Age and Family Life Cycle
Occupation
Stage
Economic Situation Personality & Self-Concept
Lifestyle Identification
Activities Opinions
Interests
8. Maslow’s Hierarchy of
NeedsSelf
Actualization
(Self-development )
Esteem Needs
( self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
9. Types of Buying
Decisions
High Low
Involvement Involvement
Significant
differences Complex Variety-
between Buying Seeking
brands Behavior Behavior
Few
differences Dissonance- Habitual
between Reducing Buying Buying
brands
Behavior Behavior
10. The Buyer Decision
Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
11. DECISION MAKING PROCESSES
EXTERNAL INFLUENCES Experiences and Acquisitions SITUATIONS
Culture
Problem
Subculture
Recognition
Demographics
Social Status
Information
Reference Groups
Search
Family
Marketing Activities
SELF-CONCEPT Alternative Evaluation
Desires
and and Selection
LIFESTYLE Needs
INTERNAL INFLUENCES Outlet Selection
Perception and Purchases
Learning
Memory Post-purchase
Motives Processes
Personality
SITUATIONS
Emotions Experiences and Acquisitions
Attitudes
12. Information search (step:2)
Need recognition
Personal Sources
(step:1) Commercial Sources
Difference between an Public Sources
actual state and a desired Experiential Sources
state
Evaluation of alternatives
It is affected by 2 (step:3)
factors: Product attributes
5. Internal Stimuli Degree of importance
6. External Stimuli Brand beliefs
Total product satisfaction
Evaluation procedures
13. Purchase decision Post purchase behavior
(step:4) (step:5)
Purchase Intention Consumer’s
Desire to buy the most Expectations of
preferred brand Product’s Performance
Product’s Perceived
Performance