Professional Documents
Culture Documents
PERSPECTIVE ON CONSUMER
BEHAVIOR..
02/10/16
Session Highlights:
2
02/10/16
Consumer Behaviour:
3
Income
Psychology: Motivation, perception, learning, beliefs,
attitudes, etc.
Social psychology: social perceptions, social
influence, social rewards, peer pressure, social cues,
social sanctions
Sociology: role theory, social class, family life cycle, the
diffusion of innovation process, and population groups
Anthropology: Folklore, cultural myths, gift giving,
holiday observance, rituals, superstitions
Physio-pyschological: study of the interaction of the
body with the mind.
Biochemistry: external variables such as the makeup
of the products
Human genetics: how our genes direct our
consumption behavior. ad clip\Gimme.pdf
02/10/16
02/10/16
CONSUMERS
PERSPECTIVE
MARKETERS
PERSPECTIVE
PREPURCHASE
ISSUES
How does a
consumer decide
about needing a
product?
PURCHASE
ISSUES
Is product
acquisition a
stressful or
pleasant
experience?
How do situational
factors affect
purchase decision?
POSTPURCHASE
ISSUES
Does product
provide pleasure or
perform function?
How is product
What determines
customer
satisfaction and
repurchase?02/10/16
How to react?
7
02/10/16
Marketing strategy
02/10/16
CONSUMER INFLUENCES
Culture
Ethnicity
Personality
Family
Life-stage
Values
Income
Available
Resources
Attitudes
Opinions
Motivations
Past
Experiences
Feelings
Peer Groups
Knowledge
OBTAINING
How you decide you
want to buy
Products you
consider buying
Where you buy
How you pay for
product
How you transport
product home
ORGANIZATIONAL INFLUENCES
Brand
Product
Features
Advertising
Word of Mouth
Promotions
Retail Displays
Price
Quality
Service
Store Ambiance
Convenience
Loyalty
Programs
Packaging
Product
Availability
CONSUMING
How you use
product
How you store the
product in your
home
Who uses the
product
How much you
consume
How product
compares with
Consumer
Behavior
expectations
02/10
/16
DISPOSING
How you get rid of
remaining product
How much you
throw away after use
If you resell items
yourself or through
a consignment store
How you recycle
products
Customer
Satisfaction
Repeat
Buying
Higher
Prices
Profits
Loyalty in
Crisis
Word of
Mouth
Corporate
Performance
One-Stop
shopping
New Product
Innovation
Growth
02/10/16
Customer Satisfaction
Your performance
Excellent
Poor
Dont allow
small fallings
to obscure your
real value
Equity of
performance and
importance, but are
you getting your full
reward?
Must do better