V Consumer Vs.

Customer
V What is Consumer Behaviour(CB)
V Applications of CB
V Factors Affecting CB
V Cultural Factors
CULTURE
SUB-CULTURE
SOCIAL
V Social Factors
REFERENCE GROUP
FAMILY
ROLE & STATUS
V Theoretically consumers are end users and
customers are buyers but this definition
brings about some degree of ambiguity.
Therefore we define consumers as those who
seek products to consume and satisfy their
needs. Based on this definition, consumers
are the most important element in marketing
and understanding their behavior makes real
sense.
V It is the study of when, why, how, where & what
people do and do not buy products.

V It blends elements from psychology, sociology,

social psychology, anthropology & economics.

V According to Belch & Belch,dz Consumer behavior is

the process & activities people engage in when
searching for, selecting, purchasing, using,
evaluating, and disposing of products & services so
as to satisfy their needs are desire.
V Marketing Strategy.

V Regulatory (Public) Policy.

V Social Marketing.

V Personal Consumer Skills.

 


 


 

CULTURE REFERENCE AGE & LIFE-CYCLE MOTIVATION
GROUP STAGES

SUB-CULTURE FAMILY OCCUPATION PERCEPTION

SOCIAL-CLASS ROLE & STATUS ECONOMIC LEARNING
SITUATION

PERSONALITY & BELIEF AND

SELF-CONCEPT ATTITUDES

LIFESTYLE
V Culture is the set of basic value, perception,
wants and behavior learned by the member
of society from family & other institution.
V It is part of the external influences that
impact the consumer.
V Marketers are always trying to spot cultural
shifts in order to discover new products that
might be wanted.
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V Sub-Culture is a group of people with shared
value system based on common life
experiences and situations.
V Subcultures include nationalities, Religions,
Racial groups, and geographic regions.
V u    of important subculture include
HISPANIC, AFRICAN-AMERICAN, ASIAN &
MATURE CONSUMERS.
V Social classes are societyǯs relatively
permanent and ordered divisions whose
member share similar values, interest, and
behavior.
V It is measured as combination of occupation,
income, education, wealth, and other
variables .
V Social classes show distinct product & brand
preferences in areas such as clothing, home,
furnishing and automobiles.
V Reference group is defined as two or more
people who interact to accomplish individual
or mutual goals.
V Manufactures of products and brands
subjected to strong group influence must
figure out how to reach opinion leaders.
V !     are person within reference
group who, because of special skill &
knowledge, exert influence on others.
V Family member can strongly influence
Consumerǯs behavior.
V Husband-Wife involvement varies widely by
product category & by stage in the buying
process.
V Children may also have strong on family
buying decisions.
V The consumerǯs position in each group can be
defined in terms of both role & status.
V A role consists of the activities people
expected to perform according to persons
around them.
V Each role carries a status reflecting the
general esteem given to it by society.
V People often choose products that show
their status in society.