Analyzing Consumer

Behaviour

By : Shinta Rahmani, SE., M.Si

Marketing Source : Principle of Marketing, Philip Kotler 1

 ANALYZING CONSUMER
BEHAVIOR

 FACTORS INFLUENCING CONSUMER BEHAVIOR

 BUYING ROLES
 TYPES OF BUYING BEHAVIOR
 THE BUYING DECISION PROCESS

Marketing Source : Principle of Marketing, Philip Kotler 2

 FACTORS INFLUENCING
CONSUMER BEHAVIOR
 CULTURAL FACTORS:
 Culture
 Sub-culture
 Social Class
 SOCIAL FACTORS:
 Reference groups
 Family
 Roles & statuses

Marketing Source : Principle of Marketing, Philip Kotler 3

 FACTORS INFLUENCING
CONSUMER BEHAVIOR(2)
 PERSONAL FACTORS
 Age and Life-Cycle Stage
 Occupation
 Economic Circumstances
 Lifestyle
 Personality & Self-concept

Marketing Source : Principle of Marketing, Philip Kotler 4

 FACTORS INFLUENCING
CONSUMER BEHAVIOR (3)

 PSYCHOLOGICAL FACTORS

 Motivation
 Learning
 Perception
 Beliefs & Attitudes

Marketing Source : Principle of Marketing, Philip Kotler 5

 Maslow’s Hierarchy of
Needs
Self
  Actualization
(Self­development)

Esteem Needs
(self­esteem, status)
Social Needs
(sense of belonging, love)

Safety Needs
(security, protection)

Physiological Needs
(hunger, thirst) 

Marketing Source : Principle of Marketing, Philip Kotler 6

 Buying Roles
 INITIATOR: The first person to suggest the
idea of buying.
 INFLUENCER: A person whose views impact
the buying decision.
 DECIDER: The person who decides on what,
when & where to buy the product or service.
 BUYER: The actual purchaser.
 USER: The person who uses/consumes the
product or service.

Marketing Source : Principle of Marketing, Philip Kotler 7

 TYPES OF BUYING BEHAVIOR
DEGREE OF INVOLVEMENT

HIGH LOW

VARIETY-
HIGH COMPLEX SEEKING
BUYING BUYING
DEGREE OF BEHAVIOR BEHAVIOR
DIFFERENCES
IN BRANDS
DISSONANCE- HABITUAL
REDUCING BUYING
LOW BUYING BEHAVIOR
BEHAVIOR
Marketing Source : Principle of Marketing, Philip Kotler 8
 THE BUYING DECISION PROCESS

 Problem/need Recognition
 Information Search
 Evaluation Of Alternatives
 Purchase Decision
 Postpurchase Behavior

Marketing Source : Principle of Marketing, Philip Kotler 9

 PROBLEM/NEED RECOGNITION

 From Internal Stimuli:

 Hunger
 Thirst
 Fear

 From External Stimuli:

 Neighbor’s Purchases
 Advertisements
 Window Shopping
 Newspapers & Magazines

Marketing Source : Principle of Marketing, Philip Kotler 10

 INFORMATION SEARCH

 From Personal  From Commercial

Sources: Sources:
 Family  Advertisements
 Friends  Dealers
 Neighbors  Salespersons
 Acquaintances  Packaging
 Displays

Marketing Source : Principle of Marketing, Philip Kotler 11

 INFORMATION SEARCH
(CONTD)
 From Commercial Sources:
 Advertisements
 Dealers
 Salespersons
 Packaging
 Displays

Marketing Source : Principle of Marketing, Philip Kotler 12

INFORMATION SEARCH
(CONTD)

 From Public  From Experiential

Sources: Sources:
 Mass Media  Handling the
 Chambers of Product
Commerce  Examining the
 Consumer Rating Product
Magazines  Using the Product

Marketing Source : Principle of Marketing, Philip Kotler 13

 EVALUATION OF ALTERNATIVES
 Successive Sets in Consumer Decision-
Making:
 Total Set
 Awareness Set
 Consideration Set
 Choice Set
 Buying Decision
(continued)

Marketing Source : Principle of Marketing, Philip Kotler 14

 PURCHASE DECISION
 Interfering Factors:
 Attitudes of Others: Opposing and intense
opinions of family members, close friends
and acquaintances
 Unanticipated situational factors: Changes
in income, job transfer, loss of
employment, change of priority e.g.
sudden payment of educational fees etc.

Marketing Source : Principle of Marketing, Philip Kotler 15

 POST PURCHASE
BEHAVIOR
 Post purchase Satisfaction:
 Keep the Product
 Store the Product
 Convert to a Second Use

 Post purchase Dissatisfaction:

 Try to return the product/take legal recourse
 Rent it
 Get rid of it/Throw it
Marketing Source : Principle of Marketing, Philip Kotler 16