Professional Documents
Culture Documents
Consumer Behaviour
Presentation Overview
1. 2. 3. 4. 5. 6. Meaning of consumer behaviour Why study consumer behaviour? Features of consumer behaviour Models of consumer behaviour Consumer decision process Factors affecting consumer behaviour 7. Organisational buying behaviour
2
Developing a customer base that provides regular income & turnover Winning customers support even in the face of competition Providing goodwill that develops & strengthens the firms market position
5
They help in understanding the relationship betwen marketing stimuli & consumer response
Stimulus-Response Model
Marketing stimuli Product Price Place promotion Other stimuli Buyers black box Buyers responses Product choice Brand choice Dealer choice Purchase timing Purchase amount
10
The buyer senses a difference between his actual state and some desired state
11
In searching for information, a consumer may consider brands The number of brands he considers is referred to as the evoked set Marketers can increase the size of the evoked set through repetition especially for low involvement purchases.
13
15
16
Consumer decision process 4. Purchase decision and act This is the stage when a consumer actually buys the product The ability of a purchase intention to be translated into purchase decision could be influenced by attitudes of others & unexpected situational factors
17
Consumer decision process 4. Purchase decision and act A purchase decision is influenced heavily by perceived risk Marketers must understand the factors that provoke feelings of risk in consumers & must provide information & support that will reduce the perceived risk
18
20
21
Factors affecting consumer behaviour 2. Psychological factors Motivation Motives are situated between individual needs and a form of action They activate behaviour They are directional Reduce retention to create equilibrium conditon/desired state
23
Self actualisation Esteem needs Belonging needs Safety needs Physiological needs
25
2. a.
Factors affecting consumer behaviour Psychological factors Perception Receiving information this could take the form of: Slective exposure: screening out most of the information to which one is exposed Selective distortion adapting information to personal meanings
27
32
34
6.
Factors affecting consumer behaviour Social factors Culture and sub-culture Roles and status Group and reference group influence Family influences 4 distinct decision making patterns Social class
35
39
Types of organisational buying behaviour 1. Straight rebuy automatic & regular purchase of familiar products from regular suppliers 2. Modified rebuy a buyer shops around because of lack of complete satisfaction with current suppliers
40
Types of organisational buying behaviour 3. New task buying - an organisation seeks to fill a need never addressed before It may be characterised by lack of information, & uncertainty
41
42
43