Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 12 views

    Consumer Behaviour (PART-1)

    Uploaded by

    faisal waleed
    The document discusses consumer behavior and the buyer decision making process. It covers topics like psychography, consumer behavior models, buyer decision processes, and different ways of analyzing consumer buying decisions including economic models and psychological models. The document provides information for marketing managers on understanding consumer wants and influencing consumer behavior.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Consumer Behaviour (PART-1)

    Uploaded by

    faisal waleed
    12 views31 pages
    The document discusses consumer behavior and the buyer decision making process. It covers topics like psychography, consumer behavior models, buyer decision processes, and different ways of analyzing consumer buying decisions including economic models and psychological models. The document provides information for marketing managers on understanding consumer wants and influencing consumer behavior.

    Original Title

    Lecture 40

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses consumer behavior and the buyer decision making process. It covers topics like psychography, consumer behavior models, buyer decision processes, and different ways of analyzing consumer buying decisions including economic models and psychological models. The document provides information for marketing managers on understanding consumer wants and influencing consumer behavior.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    12 views31 pages

    Consumer Behaviour (PART-1)

    Uploaded by

    faisal waleed
    The document discusses consumer behavior and the buyer decision making process. It covers topics like psychography, consumer behavior models, buyer decision processes, and different ways of analyzing consumer buying decisions including economic models and psychological models. The document provides information for marketing managers on understanding consumer wants and influencing consumer behavior.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 31

    CONSUMER

    BEHAVIOUR
    (PART-1)
    Consumer behavior covers
    what Marketing Manager
    should do to
    • Take benefit from consumer’s
    behavior
    • Augment that behavior
    • Control that behavior
    Consumer Behavior
    Consumer behavior is the
    study of
    1. How do people buy?
    2. What do they buy?
    3. When do they buy?
    4. And why do they buy?
    It is a subcategory of
    marketing that blends
    elements from
    psychology, sociology,
    sociopsychology,
    anthropology and
    economics.
    It attempts to understand the
    buyer decision making process,
    both individually and in groups.
    It studies characteristics of
    individual consumers such as
    demographics, psychographics,
    and behavioral variables in an
    attempt to understand people's
    wants.
    PSYCHOGRAPHY

    “Psychography is the study of


    differences that exist in
    psychology of people of
    different regions”.
    We Marketing managers are
    interested in behavior of
    consumers vis-à-vis
    products, kinds of product,
    presentation and
    characteristics of
    products.
    It also tries to assess
    influences on the consumer
    from groups such as family,
    friends, reference groups,
    and society in general.
    Behavior depends on
    which group one belongs
    to.
    MODELS OF
    CONSUMER
    BEHAVIOR
    One of the best known of the
    explanatory 'lain the interactions
    involved are that of Howard and
    Sheth. This contains a deal of
    common sense, although, as is
    often the case with such models,
    the rather obscure terminology
    makes it appear more confusing
    than it really is.
    The 'inputs' (stimuli) that the
    consumer receives from his or
    her environment are:

    1- SIGNIFICATIVE
    1. Significative - the 'real'
    (physical) aspects of the
    product or service (which the
    company make use of).
    2- SYMBOLIC
    2. Symbolic - the ideas or
    images attached by the
    supplier (for example by
    advertising)
    3- SOCIAL
    3. Social - the ideas or images
    attached to the product or
    service by 'society' (for
    example, by reference
    groups)
    The 'outputs' are what happens,
    the consumer's actions, as
    observable results of the input
    stimuli.
    The consumer goes through
    different processes to decide upon
    his or her actions. Howard and
    Sheth group these into two areas:

    1. Perceptual - those concerned with


    obtaining and handling information
    about the product or service .
    2. Learning - the processes of
    learning that lead to the
    decision itself .
    BUYER DECISION
    PROCESSES
    “Buyer decision processes are
    the decision making
    processes undertaken by
    consumers in regard to a
    potential market transaction
    before, during, and after the
    purchase of a product or
    service”.
    More generally, decision
    making is the cognitive
    process of selecting a course
    of action from among multiple
    alternatives. Common
    examples include shopping,
    deciding what to eat.
    Decision making is said to be a
    psychological construct.
    Decision making is
    done even while shopping
    smallest/insignificant
    things/products.
    In general there are three ways
    of analyzing consumer buying
    decisions.
    ECONOMIC
    MODELS
    • Economic models - These
    models are largely quantitative
    and are based on the
    assumptions of rationality and
    near perfect knowledge. The
    consumer is seen to maximize
    their utility.
    PSYCHOLOGICAL
    MODELS
    • Psychological models - These
    models concentrate on
    psychological and cognitive
    processes such as motivation and
    need reduction. They are
    qualitative rather than quantitative
    and build on sociological factors
    like cultural influences and family
    influences.
    • Consumer behavior models -
    These are practical models
    used by marketers. They
    typically blend both economic
    and psychological models.

    You might also like